Event Marketer Spring 2022 - 57

SPONSORED CONTENT
GREAT PLACES TO WORK
IN EXPERIENTIAL
CONTACT
MEGAN HEPBURN
VICE PRESIDENT, EXPERIENCE
MHEPBURN@TEAMWASS.COM
CAREERS@TEAMWASS.COM
WHAT'S DIFFERENT ABOUT YOUR COMPANY IN 2022
VERSUS 2021?
2022 has brought a refreshing return to normalcy, after a
challenging 2020 and a busy-but-transitional 2021. So far this year,
our clients are resuming activations at rates similar to pre-Covid
years, and we can say (with a great deal of gratitude) that business
is thriving! We are also excited to see most events returning to
fully-live this year, after two years of virtual and hybrid events.
As a company, Wasserman has a long-standing commitment to
diversity, equity and inclusion, highlighted through the work of our
DE&I council. We additionally added full-time hires in the space in
2020 and 2021, and strengthened our commitment to DE&I even
more by becoming the first agency to gain accreditation to ISO
30415, Human Resource Management - Diversity and Inclusion
this past August.
AS A LEADER, WHAT'S DIFFERENT ABOUT YOU?
I have worked for Wasserman for 16 years, which not only gives
me a unique level of understanding of the company and culture,
but also allows me to relate to my team at each different stage
of their career. I can put myself in their shoes, which allows me to
support them in a more authentic way.
And I try to make work fun! We spend the majority of our waking
hours at work, and I don't think it needs to be a constant grind. A
little positive energy goes a long way as a leader!
DESCRIBE WHAT MAKES YOUR AGENCY UNIQUE-HOW ARE
YOU DIFFERENT FROM THE COMPETITION?
One of the competitive advantages of working with Wasserman
is that we utilize a research-based approach to everything we
do, ensuring that we move the needle for our clients. We use
proprietary research tools provided by our Wasserman strategy
team to pinpoint audiences, gather data and identify the best way
to influence those audiences. THEN we do the creative. I think
other agencies tend to lead with creative, and underestimate the
importance of the research process.
HOW IS THE INDUSTRY EVOLVING FOR THE BETTER?
When I first started working in experiential marketing over 20
years ago, it consisted mostly of 10x10 tents and handing out
premiums. But now, brands are creating incredible events that
are engaging and exciting - adding true value to the consumer
experience. The bar is continually being raised, and it's so exciting
to watch the creativity evolve in real time.
eventmarketer.com
The industry has also evolved in terms of DE&I and sustainability.
We are minimizing use of plastic wraps and boxes, and
consciously looking for ways to be greener in our efforts. We are
also mindful about our messaging, intentional about inclusion
and purposeful about representation. I am encouraged by the
collective cause-driven direction of our industry.
WHAT NEW SKILLSETS OR ROLES IS YOUR COMPANY
FOCUSING ON NOW, AND WHY?
Rather than focusing on a particular skillset, we are focused on
hiring individuals who are going to be valuable, selfless, creative
team members - people who will make a noticeable impact
on our team and our clients. We try to hire people with varied
backgrounds and diverse experience who can bring a unique
perspective to the team dynamic.
WHAT IS THE KEY TO A GREAT CULTURE?
One key to maintaining our great culture is a thoughtful and
comprehensive approach to recruiting. Our interview process is
intensive and consists of four phases, aimed at identifying the
very best candidates. We believe that we can teach the methods
and process of experiential marketing to most people, but it's
not as easy to teach them to be good teammates or to bring
good energy to the workplace. Hiring good people is critical to the
preservation of a strong culture.
GIVEN YOUR AGENCY'S SUCCESSES, WHAT APPROACH AND
PHILOSOPHY DO YOU TAKE TO BUSINESS?
At Wasserman, we pride ourselves in transparent relationships
and always tell our clients what they need to hear, not what they
want to hear. This may be an unorthodox response, but we don't
believe the old mantra that " the client is always right. " We are
thoughtfully honest, and we aren't just going to say " yes " unless
we believe it's in the best interest of the client and their goals.
YOUR NO. 1 PIECE OF ADVICE FOR THOSE JOINING
THE INDUSTRY?
Be ready to hustle!! The role of " event marketer " sounds
glamorous - working with professional sports teams, global
brands, celebrities and influencers sounds like a dream job! But
the reality is that this job requires a ton of hard work. If you're
willing to hustle hard, you really can build a fulfilling, fun and
rewarding career in experiential marketing.
SPRING 2022 EVENT MARKETER 57
http://www.eventmarketer.com
Event Marketer Spring 2022

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