I love the round table at roux. Large yet inviting, it’s just the right mix of brawn and beauty. But what I admire most about this well-placed anchor are the people who gather around it.
Unlike many traditional agencies which typically have carefully defined boxes (and departments) for creative, strategy, production, etc., roux champions the act of bringing everyone to the table. Here, all are welcome and in fact expected to contribute to and from every angle.
Don’t get me wrong. I’m not saying 15 people should be involved throughout each step of every process. At some point you have to let the core team run with a project. In fact, I’m a firm believer in giving individuals alone time to focus on what they do best. However, for the first brainstorming session or two, there’s a lot to be said for setting aside job titles and simply thinking out loud together.
When you encourage people to look at a project as a whole before they hone in on their areas of expertise, something big happens: Creative thinkers become more strategic and vice versa. Flashes of brilliances pop up from places that might otherwise have gotten overlooked, and the work itself becomes stronger, smarter and often more efficient.
After 15 years as a copywriter/creative, I know this broader viewpoint sets me up to work at my best. Yes, I’m a writer, but with this approach, I’m not just thinking about coming up with a clever headline. I’m also considering the overall strategic direction the client/company wants to take, and how my messaging can further support that. Or, I might find myself pondering the production of a piece and how we can make a bigger impression without killing the budget.
I’m using my copywriter role as an example, but at roux this type of thinking happens all around the table. And, because anyone can contribute to making the work better, people often step outside their specialties to do so. In fact, one of my favorite roux projects started with headlines written by a designer.
Don’t take my words for it though. Stop by roux sometime and see for yourself.
(Just don’t be surprised if you get asked to pull up a seat and join the conversation.)
