TMA is 30 years young this year, and their evolution over the past 4 years has been dramatic. Their focus on Cultural Resonance means redefining and innovating the ways a brand can be truly integral to the culture of their consumer. You can see the change in the leading role TMA has taken with its newer clients, and the caliber of brand creative and multi-platform work.
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The Marketing Arm (TMA), an agency specializing in creating cultural resonance for brands, today announced its President Trina Roffino has been promoted to CEO, effective immediately. Andrew Robinson, who previously held the chief executive title, has been elevated to the new role of Executive Chairman. TMA is part of the Omnicom Advertising Collective, a division of Omnicom Group Inc (NYSE: OMC) featuring a portfolio of entrepreneurial creative-first integrated marketing agencies.
“During her time as President, Trina has been instrumental in transforming TMA from a transactional agency known for sports marketing and promotions to a business partner steeped in creative strategy and execution across all consumer passion points,” said Robinson. “You can see it in the new clients we have attracted and the multiplatform work we are delivering across our businesses. Promoting her to CEO not only recognizes her contributions, but positions TMA to build on this momentum.”
“As client needs have evolved, TMA has adapted to meet those needs and be future ready,” said Roffino. “We are entirely focused on delivering cultural resonance for brands, which means redefining and innovating the ways a brand can be truly integral to the culture of their consumer. We are expanding our lanes with clients by providing personalized, fully integrated solutions, and we are enabling the growth and development of some of the greatest talent in the industry.”
Roffino is the third CEO in the agency’s 30-year history. As President, she oversaw significant organic growth by building a customer-centric culture that drives innovation for every client while prioritizing the growth and enrichment of talent and partners. Prior to being named President, Roffino served as TMA’s Chief Client Officer.
Robinson has held the CEO position since 2019, steering TMA successfully through the COVID-19 crisis and crystallizing its commitment to creativity and cultural resonance. As Executive Chairman, he will focus on client relationships, agency culture and talent development.
The two executives have worked closely together since 2000 when they held positions at Millsport, a sports agency that later merged with TMA in 2004.
James Fenton, CEO of The Omnicom Advertising Collective, said, “The growing recognition of TMA’s creative powers and cultural expertise is a testament to Andrew and Trina’s leadership. Andrew’s focus has kept creativity and culture at the center of what TMA does; and Trina has taken that focus to the next level by evolving TMA’s capabilities. You can see it in the award-winning experiential work and noteworthy campaigns the agency has delivered for a broad range of clients.”
ABOUT THE OMNICOM ADVERTISING COLLECTIVE
The Omnicom Advertising Collective is a portfolio of entrepreneurial creative-first integrated marketing agencies with capabilities that include consumer branding, multicultural marketing, B2B, experiential and activation, retail performance and media, all backed by the scale of Omnicom Group. The Collective agencies apply modern creative innovations to the planning, ideation, and activation of end-to-end consumer connection and engagement strategies to drive client success.
ABOUT OMNICOM GROUP INC
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms offer services in advertising, strategic media planning and buying, precision marketing, commerce and brand consulting, experiential, customer relationship marketing (CRM), public relations, healthcare marketing and other specialty communications services to over 5,000 clients in more than 70 countries.
In 2020, Advance Auto Parts helped relaunch the DieHard® brand with an action-packed two minute film starring Bruce Willis and indicating that “DieHard is back.” The successful relaunch was followed last year by the debut of a campaign touting “Diehards Choose DieHard” that showcased the power of diehard people who choose DieHard batteries and a unique, fantastical connection between them.
Now, Advance Auto Parts is debuting a companion ad to the “Diehards Choose DieHard” campaign. The new advertising tells a real-life story about a hero who epitomizes what it means to be a diehard. The commercial stars Kirstie Ennis, a former Marine sergeant, world-renowned climber and action-sports diehard who has overcome all odds to scale six of the world’s tallest mountains. Titled “The Climber,” the :60 film is a mini-documentary that celebrates Kirstie’s story, highlights her endless fighting spirit, and champions her return to conquer Mt. Everest – the “seventh summit.”
Shot in a single day in Lake Perris State Park in Riverside, California with Natural Selection Productions, the shoot faced its own logistical challenges, including a harnessed DP dangling off the side of a cliff to film the climb. Harris Wilkinson, TMA’s Chief Creative Officer, said “Kirstie spent a very long day—and part of the night—climbing up and down that cliff, and never once stopped smiling. She absolutely crushed it.”
Jason McDonell, Advance’s executive vice president of merchandising, marketing and eCommerce, said “Kirstie is one of the most inspiring figures in society today. We’ve witnessed first-hand how Kirstie defines what it means to be a diehard. There is a strong correlation between her relentless drive and the hallmarks of our DieHard brand – reliability, durability, and specifically, power.”
To match the epic nature of the film, Advance Auto Parts plans to run this new advertising in movie theaters next month. It will appear before such highly anticipated releases as Ant Man and the Wasp: Quantumania, to be followed by Creed 3 in March. It will also run online on YouTube, paid social media, and Advance Auto Parts social media channels.
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The Big Game is about entertainment for Americans as much as sport, and we count on commercials to deliver it. The TMA Super Poll affirms that viewers watch as much for the commercials as for the action. Above all, they want these ads to be entertaining, funny, and full of familiar faces.
This year, we’re seeing a lot of shuffling in the advertiser mix. Here’s what we expect, based on the poll and TMA’s activity in the talent market:
Expect celebrities to remain a large focus of the Big Game ads in 2023. They’re a tried-and-true way to break through in a crowded landscape.
Nearly two out of three viewers (64%) believe people are more likely to buy a product when it’s endorsed by a celebrity. This belief is even stronger among Black, Hispanic and especially younger viewers. These same segments said they would welcome seeing social media influencers in Big Game ads. After all, top creators are celebrities to their fans. While this is not the dominant opinion, it’s something to notice as advertisers increasingly hone in on gen Z.
Nineties and aughts music and iconic characters have been trending in recent years and popular among a large demographic, including gen Z. Last year, Chevy brought back characters from The Sopranos and GM brought back Austin Powers. In 2020, Tide utilized Seinfeld’s Jason Alexander and Uber Eats revived ‘Wayne’s World.’
At this year’s Big Game, this trend is likely to gain steam, thanks to the nostalgia of millennials and gen Z. It has wide reach because the cohort who grew up in that time period is so large, and the youth like to feel a part of this influential generation that is also hot on TikTok. This takes consumers on a journey that triggers memory and emotion – which can be hugely impactful in advertising.
Disruptive technology was a key trend from last year’s Big Game. This included electric vehicles, cryptocurrency and online sports betting.
In 2023, we can anticipate electric vehicles and online sports betting being a large part of the lineup again, especially given the NFL’s partnerships with sportsbook companies. However, the cryptocurrency trend in Big Game advertising is likely to be scrutinized and slimmed down given FTX’s recent collapse and the economic downturn in the crypto market. We anticipate that the Big Game will see an influx of advertising related to consumer empowerment through web3.
Wellness is relatively new to Big Game advertising. Last year, Planet Fitness advertised with Lindsay Lohan and Hologic women’s health featured Mary J. Blige.
Viewers of this year’s Big Game can expect to see more wellness category advertisers as the pandemic-fueled enthusiasm for wellness is still growing. Cost is an issue for many consumers due to the current economy, but there’s still hunger for figuring out the right wellness mix for individuals. Wellness brands buying Big Game spots are likely to promote a variety of services and products related to mental health, exercise, nutrition and both natural and pharmaceutical medicines.
Lori Golden is senior vice president of celebrity and influencer at TMA.
A critical component of any successful company, or industry, is its ability to adapt quickly to change—to see around the corner and plan for what may come. And many of the changes wrought by the past few years are not momentary, but rather foundational. Everything is on a profoundly different course. So how is this new normal affecting our business and how, specifically, is it affecting commercial production? While some of the issues may be new, and some may simply be evolving, the solution is the same: It all comes down to planning and communication.
COVID shutdowns battered the commercial production industry, impacting thousands of crew members and production companies big and small. The Alliance of Motion Picture & Television Producers issued numerous white papers proposing comprehensive health & safety guidelines to allow a return to work. SAG-AFTRA, DGA, IATSE and other unions worked tirelessly to implement COVID protocols. The advent of COVID compliance officers, set medics, testing regimens, social distancing, masking requirements and sanitizing stations became standard part of any set.
And while as a society we’ve generally adapted a “live with COVID” mentality, that mindset does not hold true in the world of commercial production.
The Joint Policy Committee (JPC) representing agencies and advertisers signed an agreement with SAG-AFTRA to follow established COVID protocols and those agreements are still in place as we move into 2023. Which means it’s important for clients and agencies to understand that agreements specific to protocols regarding pre-shoot and on-set testing are still in effect.
To avoid costly production delays, contingency planning must be an essential component of commercial production throughout 2023 and into the foreseeable future. Having cast or crew testing positive and being unable to work is not something you can plan for, but you can plan ahead—and clearly communicate these plans and procedures with your team and with your client—to minimize downtime and additional costs.
When budgeting for commercial production over the next few years, COVID costs, unfortunately, will continue to be a major consideration.
Everything is social and social is everything. And everywhere. Which means a one-size-fits-all production plan for social media no longer works. Fading away are the days of sending the intern to grab some footage to throw on TikTok. Social is integral part of any brand strategy. It’s not an afterthought. So it’s imperative to know your audience, know the platform, and get the tech specs well in advance of shooting.
Aspect ratios matter. A spot shot at 16:9 doesn’t work as a 9:16. And while this may seem like common sense, it requires broader planning. For instance, you need to think past the composition of the shot and take into consideration any need for titles and/or graphics.
Shooting for different formats adds time, and time equals money. Think through the number of versions you really need before covering every format imaginable. And if you’re finishing a video in app, consider the approval process with your clients.
It’s important to agree with your clients, in advance, on a social media production strategy. What do we need? How does it align with the broader brand strategy? What are the key platforms? If you’re aligned ahead of time, then the agile, quick-turn nature of social production is feasible.
Lastly, and this is critical, know the media plan. Understand talent budget considerations and share those costs with your clients before you finalize your production plan. Make sure you negotiate talent costs for use on social prior to shooting. In some cases, the additional talent costs significantly depleted the production budget to the point that the project had to be re-evaluated.
The use of celebrities and influencers in advertising is not a passing trend. In fact, year after year we’ve seen more and more brands embracing broader partnerships with celebrity talent.
At TMA, we have a dedicated Celebrity + Influencer team that specializes in the strategic identification and procurement of influential talent, athletes, artists and musicians. We work with talent and properties at all levels of influence and we do, on average, 3500 deals annually. Here are a few things we always try to keep in mind.
Not all C&I agreements are created equal. It’s important to have client buy-in and agree on budget, desired terms, deliverables and services you are requesting the talent to perform up front.
Develop clear timelines and process documents to ensure everyone has the latest information and can communicate clearly, internally and externally, both with clients and with agents. Celebrity and influencer schedules can change without much warning. Make sure you establish the point of contact with agents and with clients for securing approvals.
Payments should not be an afterthought. If an Influencer is not a SAG member, and they are not a registered “S” or “C” corporation, taxes will be taken out of their “all in” fee by the payroll company, per government tax laws. There are a number of costs to consider, and if not addressed up front, can lead to significant production setbacks and talent renegotiations.
As consumers are seeking more engaging, immersive, interactive experiences, brands and clients are focusing more energy and dollars on experiential. We see a tremendous opportunity for agencies to broaden their coverage of these events to create valuable video content. It’s a chance to meet consumers where they are and capture authentic content.
But let’s be clear. What we’re recommending is not B-roll, but rather an intentional approach to content creation. Planning ahead, building shot lists, developing executions. Yes, there are legalities to consider around securing usage rights, but it’s worth the time, effort and money to capture this unique and original content.
Immersive experiences provide the opportunity for original, unscripted content and should not be overlooked in the overall planning and budgeting for brand activations.
As the commercial production landscape evolves and provides what we’re sure will be a host of new challenges, we believe those who will be most successful will be the companies and agencies that can best identify opportunities and effectively plan and clearly communicate.
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Diana Schroeder is VP of Production, based in TMA’s Dallas hub.
[Header image credit: Canva]
The Big Game is consistently the most-watched television event of the year. Last year it drew an estimated 208 million viewers, according to Nielsen and the NFL. Equally impressive, NBC was able to ask for as much as $6.5 million for a 30-second spot in the game. Advertising in the Big Game has become big business, with surveys showing that as many people watch the game for its commercials as for its on-field action.
Dallas-based TMA (The Marketing Arm) is one of the biggest buyers of celebrity talent for these Big Game commercials. Last year, the agency fielded its first TMA Super Poll in order to gauge viewers’ attitudes and preferences towards these ads. With reports that 95% of commercial time for the 2023 game is already sold – and prices for 30-seconds of airtime are approaching $7 million – the agency has fielded its 2nd annual TMA Super Poll.
The survey was conducted in October 2022 among a representative sample of 1,000+ people across geographies, genders, ages and ethnicities.
Below is a summary of these findings. Also included are implications for marketers.
1. Viewers continue to watch the Big Game as much for the commercials as for the action. But “the experience” is paramount.
WHAT DO YOU WATCH THE BIG GAME FOR?
2. More than half of viewers want Big Game ads to make them feel entertained, while a third want humor. Although Big Game ads are often sentimental, only 5% say this is their preference.
WHAT DO YOU PREFER TO FEEL WHEN WATCHING A BIG GAME AD?
3. Marketers will be happy to know that 80% of viewers report watching every commercial in the game. Interest does not wane as the game goes on.
AS THE GAME GOES ON, I TEND TO…
4. Three out of four viewers prefer to see ads for the first time during the game. It enhances that all-important experience.
I PREFER WATCHING THE ADS FOR THE FIRST TIME DURING THE GAME.
5. The appearance of celebrities in Big Game ads can be a powerful and persuasive selling approach. Nearly two out of three viewers believe people are more likely to buy a product when it is endorsed by a celebrity. That belief is even stronger among Black, Hispanic, and younger viewers.
PEOPLE ARE MORE LIKELY TO BUY A PRODUCT ENDORSED BY A CELEBRITY.
6. For the second year in a row, Dwayne Johnson tops the list of celebrities viewers would most like to see in a Big Game ad. Musical artists are next, led by Rihanna, Beyonce and Eminem.
WHAT CELEBRITY DO YOU MOST WANT TO SEE IN A BIG GAME AD?
Dwayne Johnson
Rihanna
Beyonce
Eminem
Kevin Hart
Cardi B
Tom Cruise
Brad Pitt
7. Rihanna is also the artist viewers would most like to see perform in the halftime show. As the new sponsor of halftime, Apple Music delivered a crowd pleaser in Rihanna, who was already confirmed as this year’s headliner at the time of the survey. They are also eager to see two of last year’s acts, Eminem and Snoop Dogg, again.
WHO WOULD YOU MOST WANT TO SEE PERFORM IN THE HALFTIME SHOW?
Rihanna
Eminem
Beyonce
Taylor Swift
Snoop Dogg
Lady Gaga
Metallica
BTS
Drake
8. The use of social media influencers in Big Game ads appears to be mixed. Overall, more than half of viewers would prefer to keep these influencers in their social media channels. However, casting them in ads can be a welcomed approach, especially among viewers who are Black, Hispanic, or under 25.
WOULD YOU LIKE TO SEE MORE SOCIAL MEDIA INFLUENCERS IN BIG GAME ADS?
9. His on-field performance may be declining, but Tom Brady is still viewers’ favorite Big Game quarterback of all time. And it’s not even close. The next active quarterback is Aaron Rodgers, at #5.
FAVORITE BIG GAME QUARTERBACK? TOP 5 RESPONSES…
Tom Brady
Peyton Manning
Joe Montana
Troy Aikman
Aaron Rodgers
10. Long-standing Big Game advertisers top the brands that viewers recall as their “favorite” from last year. This was an open-ended question, reflecting memorability as well as preference.
WHAT WAS YOUR FAVORITE BIG GAME AD FROM LAST YEAR? TOP 5 RESPONSES…
Doritos
Budweiser
Pepsi
Bud Light
Amazon
Doritos’ spot last year was a Doritos/Cheetos combo featuring Salt-N-Pepa’s classic “Push It”. Budweiser’s “A Clydesdale’s Journey” was about a horse overcoming injury. Pepsi had no ad in the typical sense, but was the halftime sponsor with an ensemble of hip-hop stars. Bud Light could refer to Bud Light Next’s “Zero in the Way of Possibility” or Bud Light Seltzer Hard Soda’s “Land of Loud Flavors” with Guy Fieri. Amazon ran “Mind Reader” with Colin Jost and Scarlett Johansson for Alexa and “TNF Football is Open” for Prime Video. What do the 5 brands behind this mixed bag have in common? Consistent presence in the Big Game.
If you want your brand to be associated with the game, consider a long-term commitment. Most one-and-done campaigns are easily forgotten.
It’s no surprise that marketers continue to employ celebrities in their Big Game ads. They work. Viewers want to be entertained. And people are more likely to purchase a product endorsed by a celebrity.
Social media influencers would appear to be emerging as viable Big Game talent among some audiences.
Marketers can take comfort in the knowledge that viewers continue to watch the Big Game for the commercials; and that the majority claim to watch all of them throughout the game, regardless of the score.
The jury is still out on whether marketers should debut their Big Game ads prior to the game. It depends on your KPIs.
In sum, while the cost and clutter of Big Game ads continue to rise, viewers’ interest has not waned. There is a captive audience and hearts to be won…assuming the ads resonate.
What if the song of the summer — the one that seemed to have everyone downloading, cranking the volume, and singing along — was your brand’s? With the right artist and the right partnership, it could happen.
The power of music to set a tone, form a mental association and create memorability is unrivaled, so it’s no surprise that many advertisers leverage this power.
What may be a surprise to some is that, once upon a time, artists avoided advertisers for fear of ’selling out’. Times have changed and, over the past decade, many artists have lent their talents to record original songs and covers for brands. Consider the iconic Justin Timberlake-helmed McDonald’s anthem, I’m Lovin’ It or Zedd and Aloe Blacc’s reimagining of Candy Man for M&Ms.
Stepping into this type of work can be a little complex. It requires time, patience and, yes, money. But when done right, when you combine spectacular musicians with a rich creative brief, magic can happen! Here are a few tips based on our experience working on projects of this type.
Many artists who record hit tracks don’t solely write the songs they perform (and sometimes they don’t write them at all). Just because you love their body of work, don’t assume their songs were penned by them. Do your homework to find the right artist that has the team, talent, audience and desire to partner with you. Word to the wise: make sure you’re asking the right questions to an artist’s representative before you commit to working together.
Trust and respect are paramount. When a brand hires an artist, they must respect their process while the artist needs to appreciate that this is a commissioned piece of music meant to represent the brand. Many artists aren’t eager to collaborate on their music – if that’s the case, this probably is not the right artist for you. And if you are a brand that won’t take input from the artist, consider whether you want a celebrity musician or you’d prefer a studio musician that specializes in creating brand music.
Ensure that there’s enough time to discuss creative direction and goals before a recording session is booked. Give very clear direction of what you want to accomplish with the track, including any lyrics or keywords that should be included and the tonality/vibe you want from the song. Also, schedule time for recording revisions, editing, mixing and mastering.
The majority of successful artists and writers have contracts in place that assign exclusive administration or ownership of everything they write and record to their labels and/or publishers. This will likely prohibit you from owning the final product. If this is a problem for you, consider working with musicians who are independent or who have control of their music.
Fees vary based on the level of talent and how you intend to use the new song. This could affect your ability to work with an A-List artist due to the producers and studios they use, as well as their label and publisher partners. It also depends on how eager they are to work with you versus how eager you are to work with them. Fees will be far lower for independent artists and artists who are self-sufficient in creating new music.
The above may deter you and many avoid this because it is complicated. With focus and an experienced navigator, though, you can do something that few others do.
Thanks to streaming services, the myriad avenues available for distribution and the power of social media for promotion, there has never been a better time to create something memorable that could be associated with your brand.
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When the pandemic upended patterns of alcoholic beverage consumption, it challenged the predictability of what had historically been one of the steadiest categories in the United States for a century. The whats, hows and whys driving BevAlc consumption all shifted, and these shifts contain lessons that are still resonating, now and into the future.
It’s easy to get scientific in the world of marketing as we analyze these trends, but we have to remember our targets are real human beings – just like us. Assuming that you’re a human as well (no Captcha verification needed), let’s not overthink this. Let’s instead ask ourselves, “What’s an easy solution for my needs?” It’s a perfectly valid question in those moments when we’re all in this together and we’re all experiencing the same events and mindset shifts that are driving changes in consumer behavior.
Over the past several years, the type of alcohol sought by consumers has changed. Brands have seen a surge in consumers looking for innovative and convenient options. Driven by an increased societal focus on health, wellness and ingredient transparency, plus a desire for new and interesting flavors that can be consumed immediately without any mixing, the ready-to-drink (RTD) category cemented itself as one of the largest sectors in the industry.
The pandemic caused a sudden seismic shift from on-premise consumption (bars, restaurants, etc.) to off-premise (liquor store, grocery) for at-home enjoyment. As Covid measures dissipate, the scales tip toward on-premise again. But consumers have come to expect ease and portability from their beverages. In this case, lean into providing a solution for at-home consumption occasions. As marketers, we should show consumers why they should choose our product and how they can enjoy it — in a familiar and attainable environment in which they are already partaking.
Brands and retailers have made it easier than ever to get product into our hands. But, with so many options, how does a consumer choose or know if it’s the “right” product for them? Let’s start with how people choose. Not everyone is ready or wants to spend time in on-premise locations. This is why alcohol sales through retailers and e-commerce vendors, like Drizly, exploded.
The way people are shopping in stores has also changed. Most shoppers are still minimizing the number of trips to stores. They’re also maximizing the efficiency of each trip and broadening the category mix in their basket. This provides opportunities to get new BevAlc brands in front of them. The challenge is to capture their attention on these more focused, more planned shopping trips, which means we need to equip them with the tools pre-and-at-point of purchase that lead them (not convincees them) to consider new brands for their needs/wants. Many shoppers come in store with an expected beverage problem-to-solve, such as what to drink for an anniversary dinner, or the need to serve delicious, easy-to-make cocktails for an upcoming event, etc. We should design our creative to lead and show shoppers how our brands directly solve their beverage occasion/problem.
Observing human behavior, it’s clear that attention spans are short, and glancing at our phone screens has become habitual. On average, people pick up their phone 58 times a day, and most of those sessions (70%) last less than 2 minutes. In shopper marketing, that’s often all the time we have to engage with consumers – which makes the resurgence of the QR Code, or Quick Response, a win-win for both brands and consumers.
When reduced shopping trips and people’s inclination to minimize time in store or interactions in restaurants collided, a touch-free/contactless solution became a no brainer. From sweepstakes to recipe suggestions, QR codes have seamlessly integrated into our day-to-day shopping and consumption behaviors. The opportunity for marketers? Because it’s such a familiar technology now, it’s a great way to attract potential customers and drive brand engagement. No need to overthink it. Let’s leverage an existing behavior rather than asking to shoppers to download yet another app or remember a program URL.
In the BevAlc industry, we’ve been able to tap into consumer behaviors that already exist to innovate and provide solutions – meaning other marketers can, too. While a lot of planning, research and sometimes 15 rounds of creative go into how we cater to those behaviors, it’s not always about starting from the ground up. Let’s tap into what consumers are already doing, give them what they’re asking for, and meets their needs in the process.
Like many of you, I’ve felt helpless watching the devastation unfold in Ukraine. The loss of lives, destruction, injury, and chaos that the citizens of Ukraine are enduring keeps me awake at night. Imagine life as you know it stripped away in the blink of an eye, forcing you to leave everything behind with no idea of when or where you’ll stop next, have the chance to rest, shower, or even eat. For most, this fear is amplified past concern for themselves, and centered around keeping their children, pets, grandparents, and neighbors safe, some with medical concerns and special needs, only amplifying the stress of the situation.
In my attempt to take action, I’ve secured the trademark for a concept called Wekraine, as well as established the website, Wekraine.org. Through the site, I’m selling shirts where all funds raised go to UNICEF and Save the Children. The site was also created to act as an open forum for visual artists to submit their work in the wake of this tragedy and to help us all raise funds for these victims.
1) Purchase a t-shirt here, 100% designed and made in the USA. All profits go to Save the Children and UNICEF.
2) Spread the word! Tell your friends, family, and neighbors about the website, Wekraine.org.
3) Donate directly to UNICEF or Save the Children.
4) Add your custom art to the Wekraine.org forum and get a chance to immortalize it in the form of an NFT.
However you decide to take action, THANK YOU! I believe that together, we can truly impact the lives of the people of Ukraine. I propose that Wekraine together.
Sincerely,
A U.S. Army Soldier
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It has been said that empathy is the key to great leadership. Empathy is having the ability to sense another’s feelings; to feel what they feel. It’s the old idea of “put yourself in someone else’s shoes.” Empathy keeps our team engaged and motivated, and empathy helps us deliver the best client service. Empathy means you pick up cues; you sense unspoken emotions. During these days of the great re-evaluation, it seems that this could be one of the keys to retaining our team members and giving them the best work experience.
But in a virtual workplace, where we quickly move from one Teams call to another with little time for lunch or even a bathroom break, how do we know the true state of our employees, team members, and friends. How do we know how they are doing when the hallway chats and coffee bar talks are no longer in play? Do we rush into meetings without asking about each other’s weekends, understanding what is on their plate, or even taking the time to know how they are doing?
To be empathetic towards others on our team and in our workplace today, we need focused effort and intentional communication to uncover their feelings, pressures, and situations —beyond what we see on the Teams call — or we will never know what they feel.
We all want to feel valued in our jobs. We want to share and celebrate the wins. But often, we move from call to call to call, and it becomes easy to just keep working and not even pause to notice. Let’s not let that personal connection slip through the cracks any longer. Only with effort and intention will we create an environment where our team members feel seen and understood.
The struggle to do this into today’s largely virtual workplace is real. But are a few guidelines that help.
From my bedroom/virtual office over these past 22 months, I have observed that our lack of intentional communication can lead to ambiguity and assumptions, and when this happens empathy goes out the window. When needs and expectations are not spoken directly, when they’re left up to interpretation on a message board or email, it is easy for people to opt out because they are feeling too busy, or make assumptions that someone else will respond or pick up the ball.
We need to be direct and ask if they can take on this project, or why this deadline was missed. See what is on their plate personally and professionally. If someone asks for more time on a project or to move a meeting, don’t assume they didn’t prioritize it; simply ask what is going on, and what else are you working on, or how can I help you?
I have heard it said that anything ambiguous will be perceived as negative. Take the time to eliminate this from your team by being clear and direct and open to answering questions. Clearly communicate what is expected on a project or task, so your team understands what the expectations are and the deadline. Avoid saying things like “if you have time to help” or “please send ideas by Sunday.” Rather be specific: “I need your help and expect two ideas from each person on this email thread by Sunday at noon.” Give people the option to call you for clarification and try to create the virtual “open door” so the team members know they are welcome. This will lead to honest conversations where you can practice empathy. We don’t always have the opportunity to read facial expression and body language, or swing by their desk to clarify. It will save time and pain to just be direct and clear when you communicate.
To practice empathy, we need give our full attention to our people. I am preaching to myself here. It is so tempting to multi-task while on a 1:1 with the camera off, but we need to resist and not give into distraction, because our presence is the greatest gift we can give to our team. Showing up, checking in and being truly present and interested in their work, lives, and interests is imperative. Take the time to give constructive feedback, celebrate the wins, and work through the challenges with helpful guidance that leads to growth and stronger relationships. Remember that in our virtual work environment, there are many dynamics at play that make each day unique and unpredictable. On any given day the need for empathy could be around the corner.
Only through empathy will we keep our best team members and truly collaborate to deliver the best work and creativity that matters.
Lori Thelen is SVP of Accounts in TMA’s Dallas office, overseeing accounts including Frito-Lay, Advance Auto Parts, and Papa Murphy’s.
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