For Fast Company’s Shape of Tomorrow series, we’re asking business leaders to share their inside perspective on how the COVID-19 era is transforming their industries. Here’s what’s been lost—and what could be gained—in the new world order.
Kirsten Flanik, president and CEO of BBDO New York, leads the New York office for the global agency network and creates work for clients such as Foot Locker, Pedigree, M&Ms, Mountain Dew, and AT&T. The firm also develops award-winning cyberbullying campaigns with Monica Lewinsky.
[The pandemic] has probably been one of the biggest tests that I’ve ever faced. We’ve had to adapt our production methods entirely, but we’ve been able to take a lot of that in-house. And as a result, we’ve launched what we’re calling the Creative Development Studios. It’s a new arm of our in-house production studio that is direct-to-studio. So we have makers embedded in the studio who can produce rapid-fire content on a budget from ideation through editorial, no matter how big or small. This new capability is also allowing us to capture revenue that existing clients might have otherwise been spending elsewhere.