When we open a new office, it is our way of complimenting a city. We may not formally say it, but our actions speak for themselves.
There are a series of intangibles that are drivers for success, in our view.
#1 – Our Clients – we look at where our clients are today and tomorrow. As we look out several years, we can see where the Fortune 500 is located (that’s easy), where new companies are being formed more readily (a bit harder) and where our offering matches up well with this mix of companies. If we look at the Boston area, it has a very strong mix of Fortune 500 and emerging technology and health companies.
#2 – Our People – we are very interested in cities where we can attract and hire a range of talented people, whether they are in communications, marketing, software or analytics. This usually means that a strong academic network is part of the city. We also look at where we know people who have natural networks in the city, so we become a true partner of the city. Basically, we believe in where we live.
#3 – Our One Long Hallway – we have one P&L, so our teams can work seamlessly across offices and focus on ensuring the right team is on each project. In too many agencies, each office has its own P&L, which may work for those firms, but it leads to parochial behavior. Our belief is that a person in Boston, combined with someone in San Francisco and Austin may be the right team and, if it is, we’ll go with that team.
Said another way, geography is really important for us to build the best firm….yet geography is irrelevant when it comes to achieving the best results for our clients every day. Results are boundaryless.
We’re thrilled to be opening up our Boston office, by the way. You can read more from Adam Cohen here.
All the best, Bob