Event Marketer Spring 2022 - 53

SPONSORED CONTENT
GREAT PLACES TO WORK
IN EXPERIENTIAL
FEATURED LEADER
NATASHA SOKULSKI
NEWYORK@SETCREATIVE.COM
SETCREATIVE.COM
WHAT'S DIFFERENT ABOUT YOUR COMPANY
IN 2022 VERSUS 2021?
As a relatively new member - I joined the team
in early September 2021 - I've already seen a
tremendous amount of growth and positive
change that has me excited for 2022 and
beyond. The industry is clamoring back with new
opportunities coming in every day, allowing us
to make very conscious and deliberate decisions
about which projects we take on to ensure we
are delivering the best possible work, in the most
sustainable way, but never at the expense of our
people. Burnout is our worst enemy. We are also
shifting the way we approach our benefits package
to be more mindful of all employee needs and are
updating our policies to be more inclusive. Finally,
as a child of Latinx immigrants, I am proud to
see a much more diverse employee base and look
forward to continuing that trend across full-time
employees, freelancers, vendors, and partners.
WHAT'S YOUR APPROACH TO LEADERSHIP?
I see the role of leadership being to identify and curate
greatness in others. The easiest way to do that is to build
mutual trust. I believe every single member of a team brings
a unique expertise, lived experience, and perspective, so you
have to trust them to do their job and listen with open ears.
In order for them to do their best work, you have to give them
the resources, the tools, the space, and the support to do what
you hired them to do. Those last pieces - space and support -
are crucial.
WHAT MAKES SET CREATIVE UNIQUE?
While it would be easy to point to the amazing caliber of the
creative output our team delivers, or the wonderfully collaborative
teams of top-tier experts, what stands out to me the most is
how much we see the value in and champion the importance
of a healthy work/life balance. After an entire career spent in
experiential, this is the first agency where I have truly felt that
employees are seen as complex people with whole lives outside
of work. Yes, we are all very passionate about what we do and we
strive to do the best work for our clients each and every day. But
we truly believe that the best way to deliver great work is through
happy employees who feel valued and whose time is respected so
that they can bring their best selves to work.
WHAT IS THE KEY TO GREAT CULTURE?
Trust and respect. Sure, ping pong tables and happy hours are nice.
And team activities can go a long way in building deeper personal
connections. But if you don't have trust and respect across every
level, you cannot compensate for that with bells and whistles.
GIVEN YOUR AGENCY'S SUCCESSES, WHAT APPROACH AND
PHILOSOPHY DO YOU TAKE TO BUSINESS?
Our business offering is the expertise of our people, who
ultimately create the impactful experiences - which range from
IRL, to hybrid to fully-virtual - that we deliver for our clients. In
order for our business offering - that expertise - to be best-inclass,
we must create an environment that attracts and retains the
best-in-class employees, freelance networks and partners. In terms
of how we work with our clients, we see ourselves as an extension
of their team. All of us are working towards a shared goal.
eventmarketer.com
SPRING 2022 EVENT MARKETER 53
https://setcreative.com/ http://www.eventmarketer.com
Event Marketer Spring 2022

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