FAST COMPANY: How do you encourage a culture of creativity and innovation?
PAULA BALZER: Innovation is about doing things differently and looking and things differently. To have an innovative culture you need to start with empowerment of the team. The team needs to be empowered to think differently and to look at things slightly at an angle. If you're a culture afraid of failure, you're never gonna innovate. The team will be too nervous. That's why we start with empowerment of the team, calculated risk. That's how we innovate.
How do you encourage a culture of creativity and innovation?
Prior to joining TBA Global, Paula founded Red Giant Marketing, an integrated marketing and events company engaged by a series of Fortune 100 companies. Previously, Paula was the Chief Marketing Officer of KIT digital, a leading global provider of proprietary video distribution technologies and video-centric interactive marketing solutions. Paula oversaw KIT’s global marketing efforts including branding, product introductions, business development, public relations and investor relations.
Paula’s past experience includes being Chief Marketing Officer of Clear Channel Entertainment/SFX, the world’s largest producer and marketer of live entertainment. Paula was responsible for overseeing the company’s global marketing initiatives including sales, client services, creative development, branding and public relations. Paula also oversaw CMI, a leading, full-service event and field marketing agency owned by Clear Channel Entertainment.
Prior to joining Clear Channel Entertainment/SFX, Paula was Managing Partner of CMI, which she co-founded in 1990 as part of Contemporary Group, a concert promotion and production company acquired by SFX Entertainment in 1998. During her tenure at CMI, the agency was consistently ranked by PROMO magazine as a leader in the promotion marketing industry and won several industry awards including a Gold Reggie for its work on the “A.1. Rolling Steak House Tour”.
Previously, Paula worked in various marketing positions at Kraft General Foods. She began her career in public relations at New York-based Lobsenz-Stevens and other agencies.