"When something isn't working you need to be able to change directions and change directions quickly. The best way to prepare for that is actually by preparing for it. Building an organization along the lines of, say, agile software development, making your company as nimble as a software company needs to be, is a great way to look at it. It's a great way to again make your organization nimble and react to a very rapidly changing environment because that environment is changing more rapidly every day." -- Ian Schafer
What's the best way to change direction when something isn't working?
Ian Schafer, CEO and Founder of Deep Focus (a part of Engine USA), is one of
advertising’s most influential voices in interactive marketing and social media.
Prior to founding Deep Focus in 2002, Ian was Vice President of the New Media
division of Miramax Films.
Deep Focus is an award-winning engagement, social media and innovation
agency boasting a client roster that includes brands such as AMC, Microsoft,
Sony, Diageo, WellPoint, MoMA, and Nintendo. Deep Focus is a part of Engine
Under Ian’s guidance, Deep Focus has been lauded for its expertise and
excellence at using digital media, technology, creative, and communications
strategies to create engaging, value-driven experiences that get people talking.
The Emmy®-nominated firm has been responsible for many memorable, award-
winning efforts over the years including 2009’s MadMenYourself.com, and has
been the recipient of numerous distinctions, including several Webby Awards and
a Cannes Gold Lion.
Named a ‘Media Maven’ by Advertising Age and one of Adweek’s “Young
Ones”, Ian has been featured in Wired, The New York Times, The Wall Street
Journal, BusinessWeek, Adweek, Advertising Age, USA Today, New York
Magazine, Variety, CNN, Fortune and The Hollywood Reporter. Ian also sits on
the executive board of the Social Media Advertising Consortium.