From her post atop one of the biggest advertising services networks, Sarah Fay, president of Isobar U.S., talks about YouTube, recent departures and arrivals from Carat Fusion, the age of media uncertainty and more.
Introduction
Word of mouth vs. conversation marketing
The hyper-changing media landscape
Is there an exodus from Carat Fusion?
Sarah Fay's predictions for 2007 and beyond
Isobar is the "global network" of digital services provided by companies owned by Aegis, including Carat Fusion, Freestyle Interactive, Ammo Marketing, Molecular and iProspect.
Recently, I had the pleasure of a long chat with Isobar U.S. President Sarah Fay about her take on changes in the industry, consumer behavior, as well as within Isobar and Carat Fusion.
Brad Berens: You and I did a long interview back in January of 2005, when you transitioned from your old role as president of Carat Interactive to your new role as president of Isobar U.S. So how is Isobar doing?
Sarah Fay: Thanks for asking, Brad. Isobar is strong and growing with incredible momentum. Aegis' strategy to form Isobar and invest heavily in the digital space has paid off in spades. Isobar is now the largest global digital marketing network, with more than 1,600 staff around the world. In 2006 we will see organic growth of more than 30 percent over 2005-- that is not including growth from acquisitions.
We feel we are the best-positioned service to drive global digital marketing strategies-- and we see signs that clients want a digital marketing partner with global capabilities. Also, the unique structure of the Isobar network is turning out to be a big advantage. As you may recall, we chose to keep the identities and cultures of each of the individual agency brands within the network. This prevents us from becoming one monolithic service. Metaphorically speaking, we would prefer to think of ourselves as a fleet of speedboats versus one big steamship (which would have difficulty changing direction and adapting to new conditions).
This structure is meant to keep creativity and innovation alive throughout the network… and to keep a specialist focus on areas that require deep immersion. Most importantly, it allows us to be agile, and ready to respond to the next wave of change in the market. Clients like the idea of tapping best of breed practices that are coordinated through a highly specialized team of global digital account leaders. Again, this is a very different offering and structure from any other digital marketing service provider, and our high growth rate is my best evidence of its success.
Berens: How has the reality of your day-to-day life over the last 19 months been different than what you expected?
Fay: My role as president of Isobar U.S. evolved naturally from my former position as president of Carat Interactive (now Carat Fusion). As with many promotions, I was already performing most aspects of the new role well before Isobar was formed, so it never felt like things just changed overnight. However, when I look back over the last 19 months, I'm amazed by the sheer amount of learning I have done.
When you are searching for acquisitions, incorporating new services into the network and collaborating with services in other countries, there is a huge amount of information to absorb. For example, I know much more today about digital marketing in China than before Isobar took shape-- it's fascinating and so different from the Western world.
Another career twist for me: Over the past 20 years, I've considered myself an "advertising and marketing executive." By adding internet consultancy, Molecular to the network, we are addressing challenges much closer to the heart of our clients' business models. What experiences will their customers find most compelling and valuable? What transactions should be offered? What is the framework / structure that will support their model as the future unfolds? I have entered the world of internet consulting, which is a new kind of service and business model for me (not entirely unexpected, but definitely another learning experience that offers a new dimension to my daily life).
As each piece of the Isobar network falls into place, my horizons continue to expand. My challenge is keeping up with everything there is to know-- and there is always something else just around the corner!
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