Keeping creative fresh as the years go by

A client recently launched a video we produced earlier this year, kicking off the 2024 season of a campaign we’ve worked on together for a decade. Over the years, we’ve developed a great relationship built on mutual respect, trust, collaboration, creativity, and candor. We also happen to like each other, which is valuable when the work involves traveling together, figuring out where to grab dinner, and finding each other at the hotel bar after a long shoot day. We can communicate in a form of shorthand, and we don’t need a lot of explanation or background to jump into projects.

However, this level of familiarity and comfort with the material and people has the potential to diminish the creative output over time. That’s why companies often seek new partners or undergo agency reviews—to spark new conversations, spur their partners to innovate, and see what others bring to the table. We’re well aware of the need to keep things fresh, and we push ourselves to maintain this relationship. In fact, the video that just launched ended up being one of our favorites of the past ten years for several reasons, including bringing in new visual effects and playing around with pacing to create a different energy.

Our experience has revealed a few mindsets and approaches that can help make longevity in relationships an asset, not a drag.

Reflect the world around you; it’s changing by the minute

The stories we tell, and how we tell them, can’t be informed by the source material alone. We have to keep a pulse on the trends, ideas, and events that inform how a message or image is perceived and what the audience is prioritizing in the moment. For a sports-related campaign we worked on, for instance, we interviewed Olympic and Paralympic athletes, who told us about themselves, their lives, and their passions. One of the athletes, an Olympian and medical student, discussed the importance of women’s healthcare and reproductive rights. Her story took on a greater dimension against the backdrop of the June 2022 Supreme Court decision to overturn Roe v. Wade. The creative choices made in the storytelling and visuals reflected this critical moment in time, heightening tension and emotion and opening new avenues for narrative and cultural hooks that resonate with people.

Draw inspiration from new and surprising sources

As creative strategists, we’re constantly scouting for ideas and scribbling notes (or tapping them into our Notes app) as they come. Our team keeps a “content inspiration library” in which we link all kinds of standout content we encounter, including data visualizations, interactives, and videos, as well as storytelling or visual techniques from blockbuster movies. We turn to this log when we want to spark our imagination, spur innovation, and challenge what we’ve already come up with—a pressure test to see if our first round of ideas passes muster or if there’s a better version out there, a different standard we should be holding ourselves to. And sure, we’re not making blockbuster movies or Super Bowl commercials, but that doesn’t mean we can’t learn from those who do.

In one example, we were working with a long-term client on a talent-recruiting video. We’d worked on several of this client’s recruiting videos in the past, so, seeking inspiration, we turned to a Bruno Mars music video and a Levi’s commercial featuring a model shot on a cyc wall. Neither of these screams “corporate communications,” but we built on these visual threads and tone to create a talent video that felt truly differentiated from the client’s peers. And that’s also where a great long-term client relationship comes in. When you start a concept or storyboarding call with, “I’m going to show you these examples, but just stay with me,” long-term clients know they can trust you to keep their goals at the heart of the creative, and they stick around. And if it doesn’t work, they’ll let you know. Which brings us to …

Embrace candor

At the start of new client relationships, both parties are still getting to know each other. On the agency or vendor side, people are likely fearful of putting forth an inadequate or half-baked idea before they’ve earned the clients’ trust enough to brainstorm or think out loud. That’s where a long-term client relationship has a huge advantage. You’ve likely been through countless rounds of brainstorming, feedback, and revisions, sometimes needing to reverse course or redirect resources to hit the mark, but ultimately coming through. You’ve built a foundation to discuss early ideas or musings that might not knock it out of the park but lay the groundwork to get there. The agency can poke holes in the client brief and respectfully question ideas and messaging; the clients can plainly tell the agency what’s not working for them and which ideas need to be revisited. In our long-term client relationships, we talk openly and honestly, and more important, we listen to each other.

Yes, this can happen with new clients too, but we know it sometimes takes a few rounds of working together to achieve that level of ease and candor. And we’re in it for the long haul.

Privacy Policy:

1. Introduction
LEFF is committed to protecting your personal data. This Privacy Policy explains how we collect, use, and share your information when you interact with our website, services, and communication channels.

2. Information We Collect
We collect personal data that you provide to us, such as:
// Contact Details: Name, email address, phone number
// Business Information: Company name, job title, industry
// Message Content: Information included in messages you send us

3. How We Use Your Information
We process your data for the following purposes:
// To respond to inquiries and provide requested services
// To improve our services based on user feedback
// With consent, to send marketing communications related to our products, services, and industry insights

4. Legal Basis for Processing
We process your data based on:
// Consent: Where you’ve opted into marketing communications
// Legitimate Interest: When processing is necessary to respond to inquiries or improve services

5. Data Sharing
We do not share your personal data with third parties unless required by law or necessary to fulfill your request.

6. Data Retention
Your data will be stored securely and retained only as long as needed to fulfill your request or comply with legal obligations.

7. Your Rights
You have the right to:
// Access your personal data
// Rectify inaccuracies
// Request deletion of your data (under certain conditions)
// Withdraw consent for marketing at any time

8. Data Security
We implement appropriate technical and organizational measures to safeguard your data.

9. Changes to This Policy
We may update this Privacy Policy from time to time. Any changes will be posted on this page.

Contact Us
If you have questions or requests regarding your data, please contact us at wordpress@leffcommunications.com.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

VP, sustainability group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly concerning environmental and public sector issues, which have been the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the United Kingdom’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie leads the LEFF Sustainability Group and is LEFF’’s resident expert on the fast-evolving world of sustainability and ESG regulations (including the Corporate Sustainability Reporting Directive). She is happiest when working with clients—and the rest of the LEFF team—–on anything from videos and infographics to marquee reports.

 

VP, marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

VP, client strategy and operations

Joe has more than 20 years of experience at the intersection of marketing and operations, having honed his skills working with global brands such as The Home Depot, Kraft, McDonald’s, and Pepsico. Joe’s passion for this work was ignited when he had the opportunity to open and lead a Canadian office for a marketing agency. His understanding of the relationship between effective operations and exceptional service led to superior client outcomes and the location quadrupling in size over five years. At LEFF, Joe is dedicated to strengthening this relationship, ensuring that the company’s clients receive not just outstanding content but also an unparalleled experience. He sees LEFF’s employees as the key to that experience and is committed to ensuring the team has the tools, processes, and resources needed to do their best work.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.

Founder and President

Scott started LEFF in 2010 with the drive to make something new, and he’s committed to leading a creative team that says “yes” to a challenge. Scott’s early experiences playing music and managing a band gave him a chance to harness the power of promotion, cultivate strong professional relationships, and address problems with original solutions. As a managing editor of the McKinsey Quarterly and director of publications for Chicago 2016, the city’s Olympic bid organization, he continued to make bold decisions and explore ways to create distinct, powerful content. Now, Scott is helping clients achieve their goals with content that meets today’s complex business needs and strategies that position them for future success.