You might call Barry Anderson a “veteran” marketer. With thirty years of marketing experience to his credit, this brand strategist has seen major changes in the marketing industry.
Barry is the co-founder of Creative Intelligence Agency and helped build the firm into one of Western Canada’s most experienced brand marketing and communications consultancies.
Its specialties include brand culture and marketing, creative direction, design, writing and integrated project management.
The shifting agency model
The marketing landscape has changed drastically over the last three decades. Barry has experienced the transformation from large agencies to smaller ones, that can respond more creatively to market fluctuations.
“In the beginning, we were very much a traditional advertising agency, bricks and mortar, and that was great back then. We had a lot of staff, a lot of mouths to feed. From one client to the next you were still paying out that money and overhead even if your clients go up and down, you have to try and stay steady, financially, through that time.”
As a brand strategist, Barry assembles flexible teams of professionals who work project to project. These specialized teams help Barry weave the company brand throughout his clients’ organizations.
“Your brand is everything you do and it’s all integrated. So, you can’t just look at the marketing department and say those are the people who handle the brand. It’s everyone from salespeople, customer relationship management, IT and manufacturing.”
“I can be nimble and agile in a way the old advertising model didn’t allow.”
Communo allows Barry to access a deep and broad network of talented professionals. He, and his clients appreciate they’re only paying for those who work directly on the account.
“Clients can be confident that you’ve got the ability to scale or shrink for whatever they need, so any team you bring to the table is purpose-built for that project. That gives me way more flexibility. Now, I can be nimble and agile in a way the old advertising model didn’t allow.”
As a “people person,” Barry enjoys meeting new members at monthly Member Blender events. He goes out of his way to meet new people and learn about new technologies that keep marketers on their toes. He says his Communo membership is as much about professional development as a brand strategist, as it is about growing his company.
Advice for a new Communo member? Treat it as an extension of your organization. And, be confident that there are people out there who don’t know what you know or do what you do, so you will be of value to somebody.