2) I think 2018 will continue to blur the lines that have defined “commercial” for so long. We no longer think of it as commercial at tango – we think content. From more traditional length spots, to micro-length pieces of content for social media and other digital platforms to longer format, more cinematic pieces that lie somewhere in between, brands are constantly trying to reach consumers in new and innovative ways. Taking a campaign from TV to digital to social to AR or VR is no longer unique, it’s expected, and we are seeing those integrated campaigns take the stage already this year.
3) We are thrilled to partner with our long-time friends, The Richards Group, on a series of fairytale-themed content pieces for Google as part of their six-second agency challenge. TRG was one of a small handful of top international agencies selected to participate – quite an honor – and we were happy jump in with them on such an innovative project. The pieces debuted at the YouTube Reception during Sundance Film Festival in January and we can’t wait for the rest of the project to be revealed. Content is changing – it’s not just :30s and :60s anymore –it was fun to take on storytelling with such unique parameters.
5) At tango, talent (across all of its divisions) has always been the focus. I’ve found over the last 25 years, that when you keep that focus, you naturally attract an incredible range of people – from different ethnic backgrounds, different religions, and different walks of life. Advertising is a global industry, and it’s important to have employees that reflect a global perspective. I was born in Sudan, to Egyptian parents, and ended up in Texas in post-production – I bring all of the uniqueness of my experiences, challenges and my background to my position as CEO, and I love that my employees do the same.
6) Creating an environment with completely safe and open communication is critical. I want everyone at every level at tango to know that I absolutely have an open-door policy, and they can come to me any time, with any issue, complaint, or piece of information. I am lucky to have employees that have been with me 10, 15 even 20 years and we are colleagues, friends and family inside the workplace and out. With that – of course there are going to be situations where conflict arises. However, when it does, we deal with it immediately, and find a way to resolve the issue – not mask it. We all know our industry can be stressful and fast-paced. But no one should be uncomfortable for any reason. I think that responsibility lies with the owners and heads of companies like charlieuniformtango to have a zero-tolerance policy for those who put those principles in danger.
