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Mark Sutherland: #WhyIJoinedElasticity


Mark Sutherland, Elasticity

“These guys think just like you.” With these words, my curiosity was piqued. Because, let’s face it, my thought processes are out there at times, and when someone tells me an entire agency thinks like me, I just had to meet them.

So we met. And what started as a networking opportunity, in the course of an hour became a mutual-evaluation, recruitment, and job interview thingy.

I liked what I heard and saw. I found people who understood the importance of online reputation management for companies. I found people who knew that to be noticed in today’s media and social environment, you had to stand out. And I found people who were not only creative, but they were creative with a purpose, focused on the ROI for their clients and looking to grow and support companies who were on the leading edges of their industries.

This was a wee bit exciting, because I had only met one other PR person who thought like me before.

I was interested. Yet I’d heard things. The lad I would be working closely with, Aaron, had some interesting things to say during our first conversation as he pushed back on some of my assertions. I, being the calm and mild-mannered descendent of Scottish royalty, was quite cordial as I took his argument apart and fed it back to him piece by piece. Hence, next steps. Coffee with Aaron. Alone.

And what I found was a very smart lad. And someone who even when we disagreed on things did not demand his own way. He leaves it up to others to prove their approach with results. I liked that. The freedom to perform or to fail, and to grow and to learn. This seemed like an environment only dreamed of before.

Two meetings down. Impressed with the lads that ran the place. So I joined the team.

And then the culture shock. A good one. I describe it as the creativity of one of my former jobs, combined with the insanity of when I worked in major market FM morning radio. It’s fun, it’s crazy, it’s hectic, it’s stressful, and it’s diverse. Bottom line, it’s rather smashing.

So, if you’re looking for a place where you can be you. Where the pressure is high yet the satisfaction is also. Where creativity with purpose is fed a diet of energy drinks and American pride. And where who you are and what you bring to the table is valued and supported. Then Elasticity might be the place for you.

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