Connecting the Global Green Dots
I have just returned from 10 extraordinary days in Asia – concurrent with the one year celebration of Zeno Asia – our network of six offices across the region with more than 80 staffers.
The only way to appreciate the beauty and pulse of Asia is to be there – to soak in the culture, spend quality time with the people who are now largely driving our global economy, and truly understand the world in which they are living. In some ways different; in many ways quite the same.
To walk into the Zeno offices done up in our signature green with the fearless vibe running through was more exciting and emotional than my words can convey. As I traveled around, I could not help but think about Dan Edelman – his pioneering move to bring Edelman to Asia in 1984 and what that must have felt like. The ‘small firm’ he started as PR 21 more than 15 years ago is now blazing a trail in Asia with leading-edge work for world-class brands and companies including Lenovo, Intel, Breitling and P&G, just to name a few. It was a true privilege for me to carry the green flag and carry on Dan – and now Ruth’s – legacy.
What especially struck me are the similar thoughts and themes we share around the world. The planet is big; but small too. We are very connected on many levels.
I had the opportunity to meet with clients, media and Zeno staff in three of our key markets – Shanghai, Singapore and Jakarta – and then a final stop in Hong Kong.
On the client side, we talked extensively about the new world of communications. And the desire and need for leadership from evolved and forward-thinking PR firms such as Zeno to help advance their communications functions and take advantage of the myriad new channels to create deep emotional connections with target audiences.
We talked about finding that core, disruptive idea and then determining the right mix of paid, owned and earned media for measurable business results. And while there are, of course, cultural nuances from country to country, the challenges and opportunities across the continents are quite similar.
Herein lies the opportunity for a firm like ours. To operate as one firm driven by one culture; to help connect the global green dots for ourselves and our clients so work, talent and experience are created and delivered seamlessly from all corners of the world. Because big, bold ideas can come from any part of the world and be made locally relevant. We want to be one firm aimed at game-changing work for our clients. This is what it means to be a truly international agency. Not simply a US firm with global aspirations. Zeno is committed to the former.
On the personal side, there was lively discussion about work and family, moms and dads. I spent time with two media outlets in Jakarta (Marie Claire and Bloomberg BusinessWeek), both interested in our millennial research from earlier this year, and our ongoing conversation about work life balance and career strategies. We shared common struggles and thoughts about the need for workplace flexibility, a strong family support system and that work-life balance is increasingly as much for men as it is for women. Again, some cultural nuances – notably the prevalence in Asia of very affordable in-home help and the proximity of extended family for child care. On the flip side, there’s still progress to be made among the more traditional companies on flexible work schedules. But we all agreed that having these conversations is key to affecting change.
Finally, I encourage everyone to explore Asia: experience the palpable juxtaposition of the new and old; tradition and modernity. I have already suggested to my daughter that she study abroad in Asia. And in time I will encourage her to work there too. It’s just not to be missed.
For more pictures of Barby's trip, check out our 'Fearless in Asia' photo album: https://www.facebook.com/media/set/?set=a.10151778882228227.1073741836.4...