60 Seconds With... 'The Experience is the Marketing' founder Kevin Jackson

Following the launch of agency 'The Experience is the Marketing', C&IT caught up with its director of ideas and innovation, former George P Johnson vice president Kevin Jackson.

Following the launch of your new venture 'The Experience is the Marketing’, where will your office be based?

We will be based in Wardour Street, Soho. What we’re trying to create is a collaborative working environment. There’s a book by Gillian Tett called The Silo Effect, which is all about contemporary thinking and how to get the best out of people in the workplace. We’re trying to get out of those ‘silos’ that separate everyone from growth. No matter what discipline you’re working on in the office, we want people to be working together on projects.

What are the aims of your new agency?

The issue we’ve all faced since 2008 is ‘growth’. What everyone’s been concerned with is ‘cutting costs’. Often companies have made profit by cutting back, rather than increasing sales or growing the company, because it was so hard to do it. Now, it feels like we’ve forgotten how to create growth culture. What we’re going to do through events is to develop that growth culture and collaborative working, so that everything from internal communications to external communications and sales is all connected. That’s how you build an effective growth culture within a business. It’s bigger than just sales, it’s about the whole company growing together.

How will your new agency help companies achieve this?

Often companies will run many different events – an internal meeting, a product launch, a sales kick-off, etc. Those pieces are seen as separate items and you can’t do that – the world has changed. We’ve got so much technology support, so much knowledge of what motivates teams. What we’re trying to do is bring all these things together in a single-minded proposition that aligns the whole company, its customers and clients. It doesn’t matter whether it’s B2B or B2C, it’s making sure you have a consistent approach to growth.  


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