As agencies continue to struggle to distinguish themselves with proprietary products and approaches, Bryan believes the one thing to resist commoditization is culture. And he’s right. Culture is the most powerful way for agencies to distinguish themselves and make themselves sticky with clients.
At Olson Engage, its culture revolves around being people-centric, creative-first, taking smart risks, and showing clients its commitment, as opposed to simply saying it. The company understands that actions are way more powerful than words. Everyone there rejects the baseless hyperbole that far too many agencies promote today and live the substance-over-style mantra on which the agency was founded.
Bryan’s leadership and steady hand has protected and evolved the culture through several ownership transitions. He cares deeply about his employees who in turn feel that support and lean into their jobs the right way.
As I get exposure to agencies across the marketing communications landscape, the culture, team, and output of Olson Engage actually feels much different from the sea of sameness that is far too accepted in our industry.