Page 34 - Internationalist Magazine 2015 75

cant global Communications Planning Awards from Unilever, wife.” As a result, Mistress’ role was to invigorate clients,

GlaxoSmithKline and SC Johnson.
clients’ brands and, ultimately, the relationship of those
brands with the consumer. In fact, Mistress was begun as an PHD has also developed a term called “Purposeful Inno-

entirely project-directed shop. Today, its concept has evolved vation.” Hilary Jeffrey describes this as “innovation that suits

to make room for some AOR clients. However, Mistress the task at hand, innovation that scales, and innovation that

stays true to her mission, and is extremely selective about the really speaks to the audience – not just cool ideas for their

brands and assignments it chooses.
own sake. This concept has also led to the development of

PHD’s “Innovation Engine,” or a tool that selects and recom- This means he’s drawn to challenger brands and
mends innovation opportunities for brands.
mold-breakers as the agency is intentionally contrarian. He’s

also an advocate for a company culture that promotes col- Another highly-motivating project that Hilary has cham-

laboration, empowerment, and risk- taking. Inspired by great pioned is PHD’s Big Hug in an effort to create a culture

ideas, he aims to attract co-workers, collaborators and clients of collaboration across the Network. This global initiative

who are also idea-focused.
supports local charities and good causes and has become a
platform for PHD people to come together and “give back” to Before launching Mistress, Christian Jacobsen spent

the projects that inspire them. Highlighted by James Heskett, time in account and strategic roles at Lowe/SMS on Mer-

HBS Professor as wonderful demonstration of how to build cedes-Benz, Ogilvy NY on American Express and Miller and

company culture, the Big Hug idea has resulted in hundreds Kastner & Partners on Red Bull. Or, as he describes, “The

of people around the world sharing stories of their great ideas rst half of my career had me locked in traditional advertising;
and efforts.
I’ve been throwing hand grenades at it ever since. Apparently,

Picasso called this a creative urge.”
The Big Hug initiative has actually delivered a tangible

business impact for PHD. According to Hilary, “Our people The Red Bull assignment seemed to crystalize an al-

now think and feel as one ‘family,’ and are happy to help and ternative path that enabled clever, yet disruptive tactics to

support each other with work, whilst client organizations are break through consumer ambivalence and amplify marketing
impressed by the consistency of our culture in each and every impact. He admits, “I’ve continued to challenge convention

of ce where they meet us.”
with many brands such as Hot Wheels, Jägermeister, NOS

Energy and PayPal. Beyond marketing, my exposure to varied
Alexander Jutkowitz, Chief Global
corporate cultures has enriched my understanding of organi-
Strategist; CEO — Truf e Pig, Group SJR
zational dynamics, leadership, and management.”
And Colloquial

Alexander Jutkowitz is a content
Hilary Jeffrey, President — EMEA PHD
marketing pioneer. As one of to-
Worldwide
day’s leading evangelists for the

shift in marketing and communica-
Hilary Jeffrey believes that Innovation

tions toward powerful, high quality
is a “continuum.” She comments that

content, he is responsible through
it can range “from something that is a

Group SJR for driving content-fo-
new approach to a traditional media, to
cused, global communications
something that is new to a brand – all

strategies for a wide array of cli-
the way across to something that is

ents. His work demonstrates that
new to the industry.”

quality content allows brands to deliver authentic narratives She joined PHD nearly a decade

that build audiences and drive consumer loyalty.
ago, but a dedication to innovation
With an announcement at the Cannes Ad Festival, Group
remains at the core of what drives her
on a daily basis. For example, Hilary thinks quite differently SJR becomes part of a joint content marketing venture that

about team structure. In an effort to break down the conven- combines global agency, newsroom and social media talent

tional agency hierarchical structure, she believes in building called Truf e Pig. Alexander Jutkowitz has also been ap-

teams of three future-facing disciplines--a Strategy Director, pointed as CEO of Truf e Pig.
Group SJR was created to address the challenge of how
Innovation Director and Market Engagement Director. She
calls this “a triumvirate that drives clear strategic thinking for marketers get, keep and build audiences in a world in which

clients, while building in the latest thinking in technology and knowledge is social currency. As a digital consultancy spe-

new media platforms to ensure total relevance to the market cializing in insights, content creation, curation and audience

situation.” This new structure, in fact, has resulted in signi -
development, SJR works with the world’s leading corpora-

32 the internationalist