Mac Dale is BriteBirch’s first dedicated Client Architect. In this post, he shares early observations about the Collective, our work and the amazing opportunities that lie ahead in 2022.
As one of the newest members of the BriteBirch Collective, I’m thrilled to join this network of 160 global marketing and communications experts as the organization’s first dedicated Client Architect.
Coming from a project management background with experience in technical and detailed fields like supply chain, telecommunication, transportation and manufacturing, I’m excited to apply my skills to marketing projects that have their own unique complexities. As I sink my teeth into a few initial projects, it’s been quite an adjustment to immerse myself with creatives and developers and researchers. In previous projects both big and small, I’ve used a lean-agile framework to guide the flow of projects and improve communications with teammates and clients. As we move into 2022, I hope to offer my own perspectives on this unique agency model that allows us to better serve our clients through efficient, effective and rewarding work.
From a newcomer’s point of view, I’m really impressed with the way BriteBirch’s members apply their years of expert knowledge in diverse fields and cooperate across continents to bring ideas together in surprising ways for clients. Teams are structured in a way that provides individuals with the space and independence they need to work efficiently but with the connective tissue and shared culture you would come to expect from a more traditional agency. We also leverage the most diverse group of professionals from more countries than I have ever had the pleasure of working with, and each person brings a needed perspective to the team.
As a Client Architect, it’s my role to understand our clients beyond their marketing brief and to understand the full capabilities of our global collective so that we can curate the right team to unlock the power of our diverse perspectives and deliver amazing results.
I recognized immediately that BriteBirch is not a traditional agency. The BriteBirch model is unique in that there is no waste from carrying the large burdensome overheads of a traditional marketing agency, which makes it well-suited for the way our world is changing. From my limited experience in this field, I recognize this forward-thinking structure to be unique. The international diversity increases the quality of perspectives we deliver, and I admire how this business model embodies many of the lean-agile principles intuitively. One of my goals is to further drive an agile culture through the purposeful implementation of tools that will help the business scale and ensure our projects are on-time and on-budget. I believe there are still a lot of ways we can increase our efficiencies and improve communications internally and with our clients.
One of my first projects in 2022 will be to roll out the BriteBirch Playbook to provide further structure to the work we do. The Playbook will really help promote a mutual understanding of how we work together but most importantly, how we can best service the changing needs of our clients.
As a Client Architect, it’s my role to understand our clients beyond their marketing brief and to understand the full capabilities of our global collective so that we can curate the right team to unlock the power of our diverse perspectives and deliver amazing results. Over the course of 2022 I look forward to diving deeper, expanding and honing our capabilities and to be part of a new paradigm for how complex marketing work gets done.
For anyone reading this, I’d love to talk to you about what it means to be a Client Architect and how you might see me helping you with your marketing or communications challenge.
Have a safe, healthy and happy New Year!
Reach out to Mac on LinkedIn.
