SapientNitro Shares Culture

Some moments after I sat down with SapientNitro's Worldwide Chief Creative Director Gaston Legorburu and Creative Director John McHale, I got a hard sense of what our time together would be about.

"Our secret weapon is our culture," Gaston said. And the culture is bred and nourished with conscious attention.

They reflected that they've never actually discussed their culture with the press before, and maybe because of that, they sat and outlined the entire blueprint.

The SapientNitro Positioning Statement

A mystique surrounds SapientNitro's culture, in part because the "agency" -- if you can call it that -- came from left field, blindsiding traditional agencies and digital players alike.

Sapient's roots lie in business and IT consulting, two specialties that still heavily impact its culture. It's technology, hardware, organizational management -- universes that traditionally have nothing to do with creative. But two years ago, when it started building touchscreen "Happiness" vending machines for Coca-Cola, followed by machines that dispense Unilever ice creams when a person smiles agencies began to worry.

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