Archive for January, 2018

Congratulations Becky Lang, Superhuman’s Newest Partner!

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Between new clients, new hires and a new office, 2017 brought big changes and bigger opportunities our way. We’re keeping that momentum going right into 2018 with the exciting news that Becky Lang is becoming our third agency partner. Drawing on her career as a copywriter and creative director, Becky brings to the table a peerless instinct for connecting with audiences, an incisive grasp of social and cultural trends and a sophisticated vison for the future of advertising. We could not be more pleased to announce her new role in leading Superhuman forward.

How has Superhuman changed since you came aboard?
It’s been exciting to watch Superhuman grow since I first came aboard. We’ve added some really talented people to our staff, who get what we stand for and want to help us build something different. We’re always evolving and trying new approaches, and each person expands what’s possible for us.

I’ve learned a lot from working with Van and Grant, especially about producing work that feels as intuitive and timeless as possible. As we add to our team and capabilities, our challenge will be to keep that simplicity alive in everything we do.

How will your background and experience inform your role as partner?
Before working in advertising, I was an entertainment journalist. Being on the radar for stories gave me a sense for what gets noticed and how it draws attention. I looked at what was impacting culture—who’s doing something different that people care about? That’s what was newsworthy. Brands should think about that first, rather than pushing out a message that may not matter to their audience.

My goal is always to help brands make sure their core proposition, product and service are shaping their category. Only then will creative work make the right impact. It can never be a band-aid for a brand that has lost a deeper connection with their customer.

What challenges do you think agencies in general are facing right now?
Brands today aren’t just putting out commercials—they’re building cultural experiences. But figuring out how to do that can be overwhelming. Where do you start? The modern agency’s goal is to crack the category’s codes and help a brand build an experience that their customers will love.

That means creativity has to apply to so much more than communications. It has to shape how a brand builds their ecosystem and forms an authentic relationship with their customers. AND it has to lead to communications that stand out above the noise of thousands of competing messages today. That’s a tough challenge, but a fascinating one. I think there’s a little magic and serendipity in figuring it out. Creativity has to involve experimentation and play.

What are your hopes for the new year?
We want to take our clients along for the ride in all our decisions and discoveries. We never want to bore them, or bring them esoteric ideas that don’t connect with what they do. This year we’re working on developing materials and experiences that bring the branding process to life for our clients and put them on our side of the table. I think that’ll be exciting, and also keep us honest. If something isn’t moving the dial, we’ll throw it out and keep pursuing bigger, better ideas.

4 Questions with Stacy Kuhlmann, Director of Client Services

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We’re hitting the new year running with the promotion of our very own Stacy Kuhlmann to Director of Client Services. Since joining Superhuman as a project manager, Stacy has brought her distinctive clarity of focus and fresh approach to every detail of the job. We are proud to announce her new position and excited to see where she takes us in the coming year! Get her take on the current state of client relations below.

How has your role at Superhuman changed since starting here?

My journey with Superhuman thus far has been ever-changing and hard to define with one title. When I first joined the team almost two years ago, I was specifically brought on to help manage projects for one of our largest clients. Superhuman was then—and still is—a lean and mean crew. When I entered the picture, there was already an arsenal of talented senior folks overseeing the day to day. With every new client or project we’d get under our belt, two more would come along with it. Not a bad situation to have, but the need for someone to step in and manage the overall operation, from production to client relationships, was apparent very quickly. I think I naturally gravitated towards those gaps to establish my role here.

How are client relations different for modern agencies?

From my experiences working with larger or more traditional agencies, client relationship responsibilities live more with designated account managers. Departments are typically siloed—account people and creative people are kept separate. At more modern agencies, especially here, that sole “account” role is ceasing to exist. Writers, project managers, designers—we all work in sync, directly with clients from the beginning of the process to solve the marketing challenge of the day. In such a collaborative, fast-paced environment, one of my goals is to break down the barriers that might delay or get in the way of producing great work.

What new opportunities does this bring?

I think this transparent approach opens up the lines of communication—both on the agency and client side. It helps us more directly form partnerships with our clients and sets both sides up for success. From the early stages of scoping a project to the final executional phases and the problem solving in between, uniting the core team involved throughout can make the biggest difference in the level of work achieved.

What are your hopes for the new year?

It’s been crazy to think where this agency once started and I can’t imagine what the Superhuman crew will achieve with another year ahead. My overarching goal this year is to find new ways to expand and shape our processes and offerings. I want to find creative ways to approach and adapt to situations and challenges that help make everyone more efficient. I am most looking forward to keeping up with the momentum Superhuman has built as we continue to forge this path we’ve created.