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Inside Acronym

Global footprint and holding companies? Work with citizens of the world instead.

By Inside Acronym, Insights & News No Comments

I remember my first global pitch when we (Acronym) opened our Asia Pacific regional office in 2006. Back then, it was fashionable to work with large digital marketing agencies that had an extensive global footprint as part of a holding company’s network (and in some cases this came with equitably extensive agency fees to support these offices).

Global footprints and holding companies were preferred because they were perceived to be more productive with a wider reach. Clients felt that access to a large network of in-office, on-the-ground staff was critical to success. Likewise, in-market equated to a team that had plenty of local knowledge and experience to inject into the client’s projects.

But, this begs the question: is bigger always better?

Not necessarily. Here’s why –

Access to a more talented team.

Independent agencies, like Acronym, are gaining popularity because they can focus more on a specific niche, marketing vertical or industry segment. They hire (or groom) talent to become subject matter experts. This approach facilitates delivery of best-in-class solutions for the client portfolios.

Independent agencies also prioritize staffing based on skillsets, experience, and expertise rather than focusing on where staffing resources are physically located.

This means clients get to work with a group of highly skilled experts who excel in their niche areas of expertise. Additionally, their passion drives continual expansion of knowledge in their specialized discipline.

Higher productivity, increased efficiency.

Often, independent agencies operate on the premise of strategically located home or satellite offices between key time zones. Clients can still get the 24/7 coverage they desire without working with large agencies with offices in all major cities.

Independent agencies are also more eager to please, hence unlikely to be boxed into the “9 to 5” business hours regime. In fact, working around client schedules is an unwritten code of conduct.

Furthermore, doing more with smarter, dedicated teams is inherent in an independent agency’s core competency – it’s part of the DNA.

Extension of your marketing team.

A personalized approach is synonymous with independent agencies. They are structured to provide a more one-to-one approach to each Client’s marketing requirements. Account teams invest time in getting to know their clients and believe in building long standing partnerships.

For clients, this means that they get to meet every person that is working on their account. This leads to more in-depth conversations on strategy, capitalization of industry trends and a collaborative approach to achieving business goals and success.

Clients are in direct contact with the specialists working on their account. This allows for an open flow of communication between the client and a group of specialists who operate like an extension of the client’s in-house marketing team.

Questions get dispersed in a more direct and efficient way, and clients receive answers quicker.

More creative solutions.

A “one size fits all approach” is rarely the case with an independent agency, whereas it’s the modus operandi for agencies led by holding companies whose cookie-cutter approach tends to deliver faster output. The personalized communication from an independent agency often leads to more thought-through and customized solutions that address clients’ unique marketing challenges. Put another way, independent agencies are accustomed to change and we can do so faster because we don’t have layers upon layers upon layers of bureaucracy to overcome.

Being flexible & nimble means independent agencies look for the best way to deliver positive results and are not afraid to do things differently, which may ultimately help clients gain a competitive edge through a more diverse perspective. Without being pegged to a ”certain way of doing things”, creative problem solving or addressing challenges comes naturally.

Moreover, keeping closely attuned to industry trends leads to the application of new ideas, concepts, and strategies relevant to specific industry sectors. Independent agency teams continually identify areas of growth and new opportunities due to the evolving nature of specialized disciplines or industry sectors. As an independent agency, we know how business is run and how important it is to keep one’s eye on the bottom line. We do it every day for ourselves as well as for our Clients. It’s just a part of who we are.

Higher propensity to invest in tools & technology.

Big agencies have big overheads. It’s no secret that the cost of office space, employee benefits, salaries and perks are passed on to the client in the form of high monthly retainers or hourly rates – rates that are usually established by the holding companies, not the actual agencies in the trenches.

Lower overheads and operational efficiencies enable independent agencies to reinvest these savings into tools and technology to help them operate like well-oiled machines. These include marketing automation, CRM, project management and other tools to improve efficiencies and drive success.

In addition, investment into technology enables multiple modes of working. Data is saved on cloud and access and security are tailored for different working modes. Applications and communication tools also allow seamless virtual communication and collaborations.

Virtual first – The (not so) new way of working.

The pandemic has normalized the work from home culture and more companies are going down the route of permanent remote working. Independent agencies are naturally set up for this style of working as they have been doing this for decades.

Often the workplace is distributed across home, office, and satellite offices. Agency resources can choose to work remotely or face-to-face based on their nature of work and teams’ preferences.

Account managers are more experienced at knowing how to manage, train, collaborate, evaluate performance, and motivate their team remotely.

Going back to our 2006 global pitch, we did secure the business because the above benefits (and more) resonated with the Client, and they continue to enjoy a strong partnership and more personal working relationship with highly skilled resources.

Perhaps it’s time more Clients did away with the Global Footprint consideration and holding company network and focused on agency partnerships outfitted to deliver success.

POV by Farah Sadiq, EVP & GM, International

pride flag with holding hands

Why PRIDE?

By Inside Acronym No Comments

As Pride Month comes to a close, Acronym’s Chief People & Diversity Officer, Irwin Drucker shares his perspective on why PRIDE matters.

Many of my friends, both LGBTQ and not, have asked me why, in the post Obergefell v Hodges era, there is still the need to celebrate PRIDE.  I have given them very long-winded explanations and then, this past Saturday, I came across this graphic, which absolutely NAILS IT!

I realized that I was gay while in Junior High School, came out to my first friend while in college, and to my family when I was 26, and already living in South Florida. I was one of the extremely fortunate gay men who was raised in a family where your sexuality was not an issue to anyone. Even my 80+ year old grandmother welcomed and adored my first partner, Jerry (although, to be honest, she referred to him as “my brother”, so I’m not 100% sure she really understood the situation). For gay men of my generation, the AIDS epidemic was our cause, as many fought, and lost, the battle for their lives. And while the Federal government was woefully inadequate in its response to the crisis, the epidemic brought the community together as nothing ever had, with non-profits filled the gap and organizations like GMHC, AHF, Act UP, the Elizabeth Taylor AIDS Foundation, amfAR, Broadway Cares/Equity Fights AIDS, the Elizabeth Glaser Pediatric AIDS Foundation, APLA, and so many more, became household words.

When the crisis stabilized, the LGBT rights movement began to gain strength. Collectively, the LGBTQ community, and millions of our amazing Allies, clearly saw that many in government, at the Federal, state, and local levels, saw us as “less than”, and not deserving of the equal rights that had been granted to ALL American citizens by the Constitution. For those of us lucky enough to live in “an LGBT bubble” like New York City, Miami/Fort Lauderdale, Los Angeles, or other similar LGBT population centers, things seemed pretty good on the surface. But for our brothers and sisters in more rural areas of our country, being LGBT was a nightmare. Each year, countless LGBT youth were thrown out of their homes by families unwilling to accept the fact that their sons and daughters were homosexual. Even more LGBT youth were forced to live life in the closet, repressing their sexuality in order to “fit in” at home, school, and place of worship. For all of these young men and women, there was one day that gave them hope … and that day was PRIDE.

When I went to my first PRIDE parade, in Fort Lauderdale, with Jerry, in 1986, the AIDS epidemic was just beginning. Fort Lauderdale was definitely not the gay mecca it is today. Wilton Manors still had remnants of its trailer park past, the mayor was not a friend of the LGBT community, and law enforcement still conducted random raids on parks known to be frequented by gay men. But on that Sunday in June, as the parade marched past me and turned into War Memorial Auditorium for that year’s PRIDEFest, I felt like my community owned the city. It was an amazing feeling. I never dreamt that a year later, Jerry would be diagnosed with AIDS, and I would begin my activist journey.

PRIDE became a sacred day on my calendar. And the LGBT Equal Rights movement became my new cause. The decades of the 1980s and 90s saw a number of Supreme Court cases that focused on LGBT rights, and the results were mixed. We had our first victory in Romer v. Evans in 1996, but big losses in Bowers v. Hardwick (1986) and Boy Scouts of America v. Dale (also in 1996), and, of course, 1996 also was the year that the Defense of Marriage Act (DOMA) was signed into law, banning same-sex marriage rights at the Federal level. And in 1998, in rural Wyoming, Matthew Shepard was beaten, tortured, and left to die tied to a barbed wire fence on a freezing cold night. During these bleak years, PRIDE was the only day of the year it seemed to be OK to be LGBT.

It wasn’t until 2004, in the State of Massachusetts, that same-sex marriage was first legalized in the US.  As the years passed, more and more states passed laws banning same-sex marriage, while a few passed laws which allowed it. And every year, at PRIDE, we celebrated the few victories we had achieved over the past year, and looked forward to the day when we would be seen as equal before the law in every respect. The pace really picked up in the 2010s. In 2013, in it’s most pro-LGBTQ ruling to that date, the SCOTUS, in United States v. Windsor, ruled that DOMA was unconstitutional. As if that wasn’t exciting enough, two years later came the landmark case of Obergefell v. Hodges, which made same-sex marriage legal in all 50 states!!  We sure celebrated at PRIDE in 2015!!

So we are back at the beginning … why, since 2015, have we needed to keep celebrating PRIDE?  Haven’t we achieved everything we set out to accomplish since the Stonewall riots in 1969 kick-started the LGBT Rights movement? In a word, NO. Although we won the right to marry the person we love, irrespective of their gender, we lost the next time “we” were at the Supreme Court.  In 2018, in Masterpiece Cakeshop v. Colorado Civil Rights Commission, the SCOTUS ruled that an individual’s religious beliefs could not be ignored in the interest of promoting equality. This has created a huge loophole through which countless instances of homophobia have been allowed to go unchecked under the guise of “religious liberties.” And even with the most recent landmark ruling in our favor in 2020, when the SCOTUS ruled that discrimination based upon gender identity of sexual orientation violates Title VII of the Civil Rights Act of 1964, which prohibits employers from discriminating against their employees on the basis of sex, race, color, national origin and religion, the fight for equality continues.  And so does the need for PRIDE.

Why, you ask??  Every year in our great country, over 4 MILLION youth experience homelessness, for a variety of reasons. And yet, according to True Colors United, 40% of those youth are LGBTQ, while only 7% of all youth are LGBTQ.

In addition, according to groups like Trevor Project, more than 10% of LGBTQ youth have attempted suicide, and that number skyrockets to more than 30% of Trans youth. And 42% of LGBTQ youth seriously considered attempting to take their own lives!  That’s an estimated 1.8 million young people who are seriously considering taking their own lives rather than continuing to live as an LGBTQ person!

So that, my friends, is why we still need PRIDE. As an out and proud gay man, I am fortunate to be part of a family and to work for a company with a culture that embraces me for who I am. Until ALL of my LGBTQ brothers and sisters can say the same thing, we will still need to have PRIDE, so that every young LGBTQ man and woman can know that there is hope, that it’s okay to be LGBTQ, and that they can dare to dream to be anything they choose.

 

As a LGBT-owned agency, Acronym is a proud member of the NGLCC. To learn more about our own Diversity and Inclusion programs, please contact us. 

juneteenth flag

Juneteenth: The Importance and Value of Action On This Day

By Acronym News, Diversity and Inclusion, Inside Acronym No Comments

It has been just over a year since the murder of George Floyd by a uniformed police officer on May 25, 2020. Since that date, it would be hard to imagine anyone in a leadership position in Corporate America to have not had a conversation regarding the importance of Diversity, Equity, and Inclusion (DEI).  These conversations, in my opinion, have fallen into a couple of broad categories, based upon the legacy of DEI programs and policies at the company where the subject is being discussed.

For some companies, where DEI has been ingrained in the corporate culture for many years, the conversation likely centered around a discussion of the merits of these programs, and how they might be enhanced to maximize their results for the good of the company’s stakeholders – employees, managers, and executives, their families, clients, suppliers, and, of course, shareholders. While not easy conversations, those corporate leaders certainly had the benefit of years of “doing the right thing”, of backing up their words with concrete evidence of actions that had been taken long ago, to create a culture of inclusion throughout the workplace.

Other companies, however, were not so fortunate.  For many, taking the “me too” approach seemed the only way to go. Often, it was a case of “too little, too late.”

Yesterday, President Biden signed into law: S: 475, the “Juneteenth National Independence Day Act,” which designates Juneteenth as a legal public holiday.  And, today, many businesses, schools, and communities across the country will honor Juneteenth as a recognized holiday. We’re proud that Acronym is among them as our offices are closed so our employees may reflect on the meaning of the day.

The holiday, which is finally seeing the recognition it deserves, commemorates June 19, 1865, when Union Major General Gordon Granger read federal orders stating that all enslaved people in Texas were free.

Until that day, despite the Emancipation Proclamation issued by President Abraham officially freeing all slaves in the states that were in open rebellion in September of 1862, many slave owners migrated west toward Texas to escape the control of the Union army. In fact, following the Union capture of New Orleans in 1862, it is estimated that over 150,000 slaves were relocated to Texas. As one of the most remote slave states, the enforcement of the Emancipation Proclamation was especially slow in Texas. Consequently, General Granger’s issue of the federal orders reflects one of the final stages of official emancipation of slaves in the Confederacy.

A year later in 1866, the first celebrations of Juneteenth occurred amongst several church congregations in Texas. Throughout much of the early 20th century, the celebrations spread across the South, and the holiday grew in popularity during the Civil Rights era and has seen worldwide acceptance in the wake of George Floyd’s murder and the emergence of the Black Lives Mater movement.

Diversity, Equity, and Inclusion have long been keys to successful implementation of many corporations’ strategic growth plans. They have been consistently proven to be important in both attracting and retaining top talent, as well as increasing a company’s client base. And, seeing corporate America recognize Juneteenth reflects the significant progress that’s been made over the years.

Simply put, embracing DEI is the right thing to do. I have spent close to forty years in corporate America, working for both small companies and large enterprises, all of which saw the value of DEI, and all of which encouraged me in my advocacy of those programs, often as an integral part of my job responsibilities. Last year, I was given the opportunity to present a training session on racism that focused on White Privilege and Unconscious Bias. Attendance at the session was voluntary, and yet over 90% of the workforce, which is predominantly white, showed up. And the effect was profound.

For the better part of a week after the session, I received calls and emails from attendees, attesting to the positive impact the session had on them and their families, as they began to finally understand issues that many of their co-workers had been dealing with their entire lives.  One of them made a comment that, I think, will stay with me forever. In his email he said, “When you asked the question ‘Have you ever had to talk to your son about how to survive a routine traffic stop and make it home alive?’, I realized how very privileged I have been as a white man. To be honest, up until that moment, my only thought would have been what that speeding ticket my kid got was going to do to my auto insurance rates.  The thought that his getting pulled over for speeding, or some such thing, could lead to his death at the hands of law enforcement would never have crossed my mind.

As a parent, I cannot imagine knowing that could happen to my child, let alone that it would be tolerated by much of our society.  Not any longer!”  Reading this, I realized there were tears streaming down my face, and I sat back and smiled, knowing that there had been a breakthrough in awareness for at least one person, and hopefully quite a few more.  And that, to me, is the most significant value to DEI.

So, with that in mind, I am once again proud to work for a company like Acronym that doesn’t just talk about diversity, equality and inclusion as the latest buzzwords. Here at Acronym, we walk the talk. You see it in the make up of our employees and senior leadership; you see it in the programs and internal initiatives we embrace, and you can see it in the moments in time we honor.

When thinking about the long-awaited national observance of this day, I can’t help but to think of the quote from Coretta Scott King who said, “Struggle is a never-ending process. Freedom is never really won; you earn it and win it in every generation.”

This quote rings as true today as the day she first spoke it. There is still much work to be done in this country and around the world to ensure every human being is truly free.

But, it’s heartening to see that this year, for the first time, our country is officially recognizing Juneteenth as a federally recognized holiday.

POV By Irwin Drucker, Chief People and Diversity Officer, Acronym

 

Inside Acronym

By Inside Acronym No Comments

Meet Acronym’s Ryan Pitcharelle

Vice President of the Digital Center for Excellence

How long have you worked here? 

7 years (with a 1 year sabbatical in the middle)


What brought you to Acronym? 

Opportunity.


What do you love most about search marketing? Why? 

The impact. I love to see levers I pull result in changes the world can see.


What acronym do you use the most IRL?

ROI


What’s your favorite clock in the office? Why?

I like the global time zone clocks in the front because it reminds me we are bigger than just the U.S.


Orange is a big part of Acronym’s brand identity – what does the color mean to you? 

Means teamwork to me.


Other than the view, what’s the best part of working in the Empire State Building? 

Centrally located and the office location validates my work.


Anton’s favorite movie is Auntie Mame – what’s yours? 

I really like Clueless and a Bronx Tale.


Alexa, Google Assistant, Siri or Cortana? Why? 

Google Now on my phone and Alexa at home. Alexa plays better music but Google knows me best.


What’s something most of our colleagues don’t know about you already? 

I love horseracing and my next career endeavor will include that as a focal point.