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Meet Michele Cuthbert – Going Beyond the Brand

Today we have selected Michele Cuthbert to interview. She is the Creative Director Of Baker Creative.

First of all, how are you and your team doing in these COVID-19 times?

We were never dictated to close. Our home office remained open, with some associates and our four satellite offices working remotely.  We have a new website, a new client guide, a new onboarding process, and new clients. We did notice that the way people respond to marketing has changed.

Tell us about you, your career, how you founded or joined this company?

I worked for national, big, and small agencies. I was troubleshooting all the hard stuff. I worked for one of the biggest agencies in the Midwest that were upsetting clients a lot. I thought the clients deserved better. I turned difficult accounts around. Then I thought, “Why am I not doing this for myself to better serve clients?”

How does your company innovate?

We are always developing new concepts and ideas for clients. We offer value to clients. We are reaping the benefits of that.

How does the Coronavirus pandemic affect your business, and how are you coping?

It affected us because all of the marketing stopped. Companies stopped marketing for a while, and PR became pay-to-play on some of it. We had to find other ways and go back to basics on what we know. It was also an opportunity to get better clients and a perfect opportunity to reset, which takes courage.

Did you have to make difficult choices, and what are the lessons learned?

We chose to be open. We had to make financial choices and see how we would be supported. We were willing to do the pivots required. We learned that not everybody has a budget. Big brands have money and resilience.

What specific tools, software, and management skills are you using to navigate this crisis?

We are maintaining the present state of the business and innovating. We added a new content studio called execontent.com.

Who are your competitors? And how do you plan to stay in the game?

Our competitors are anybody in marketing. We plan to innovate, stay current, and grow to stay in the game.

Your final thoughts

No matter what some people say about AI (artificial intelligence) and the concern that people will lose their jobs to automation, it doesn’t matter if you have all the automation in the world. It still doesn’t connect people.  We are in a people business.  That will never change.

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