SapientNitro Opens Kimono, Shares Culture

sapientnitro.jpg

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.

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.

Read the rest on Yahoo! scene

Picture of Steve Hall

Steve Hall

RECENT ARTICLES

TRENDING AROUND THE WEB

7 behaviors that make adult children feel disconnected from their parents, says psychology

7 behaviors that make adult children feel disconnected from their parents, says psychology

Global English Editing

People who become more dependent on others as they get older usually display these 8 habits (without realizing it)

People who become more dependent on others as they get older usually display these 8 habits (without realizing it)

Global English Editing

If you heard these 10 phrases as a child, you were raised by people who hadn’t fully grown up themselves

If you heard these 10 phrases as a child, you were raised by people who hadn’t fully grown up themselves

Global English Editing

7 things almost every woman learns the hard way, backed by psychology

7 things almost every woman learns the hard way, backed by psychology

Global English Editing

10 phrases only self-centered people use (that reveal their true colors)

10 phrases only self-centered people use (that reveal their true colors)

Global English Editing

If these 10 phrases are part of your everyday language, you have a strong personality

If these 10 phrases are part of your everyday language, you have a strong personality

Global English Editing