While we’re comprised of more than 8,000+ orgs of all shapes and sizes, all appreciate innovative work and sharing ideas. In this series, the Bureau of Digital’s (BoD) Carl Smith chats with members who make our community happen, beginning with Spence Saunders, president of Art & Science, an award-winning marketing agency focused on digital experiences. Enjoy the cleaned-up, abridged transcript below, or listen in on the less safe for work conversation in the video.
Carl: Tell me about yourself and Art & Science.
Spence: I got into the digital business just after the original dot com boom and bust. I had two job offers. I could go and design websites for Ford or I could work in an art gallery. The art gallery was far more interesting to me, so I built them a content management system. This was back in 2001, before WordPress. This led to my having a roster of freelance clients, and eventually I created a small production studio - my core clients were big agencies.
Then, about a decade ago, I took a hard look at a time where a lot took place - 2007-2008. The first iPhone dropped. September 2008 the financial crisis hit. Twitter became a household name in February 2009 and Facebook opened its APIs. So a lot of the platforms we take for granted came out in a very short period of time. I was seeing big agencies miss a lot of the writing on the wall. I was like, “Folks, a lot has shifted, why aren’t you picking up on this?”
With that, Art & Science was born.
Carl: You’ve got that artistic bent but you’re also an experimenter. What makes you keep tinkering like that?
Spence: I have an art degree. I thought I was going to be an artist and then I realized I like to get paid. That was part of it. I also think it’s because of the time that I entered digital; if you wanted to do anything cool, you usually had to figure out a way to do it yourself. The maker mindset has always been present in me. I also have a background in film, combining cinematic experience with an understanding of the human experience. That got me thinking about “What would feel right?” I think I was an experience designer before we began using that moniker.
Carl: You began Art & Science around 2012 - that’s when the BoD started, too. It was a bit of the “Wild West” but I think that’s what made that time so special. Do you agree?
Spence: Yes. We all wanted to do new things and experiment. There was so much work and so many people. Those of us trying to innovate were energized because we were always looking for the next big thing.
Carl: Your first BoD event was in San Francisco. How did you find the Bureau? What was it like to get in that room with other people who did what you did?
Spence: I came to the Bureau by way of someone who had been to a summit and recommended the community. When I found your online registration for the San Francisco event was already closed. I sent you a note asking to attend, you sent me a registration link, I filled out the form and you got back to me within 48 hours.
The event was unbelievably cathartic. Our shop had around 20 heads and experienced a lot of turnover that year; it was a difficult time with a bunch of churn. It was burning me out, so it was a relief to find a peer group who could help me - that could reassure me that this happens. I remember having some really energizing conversations with people where we talked about the industry and bigger picture and where people with our skill sets are headed.
Carl: What changed when you returned home to Toronto?
Spence: First, I had validation that we were on the right path, because when you have a couple tough years as an owner you start questioning everything. I also implemented tactics to make running the agency on a daily basis easier, ones that I’m probably still using today. And, I realized there’s a bigger picture I’m operating within that has so much runway and so many more opportunities to come - that took some pressure off. It was validating and encouraging that the path we were on was the right one.
Carl: You’re one of the Bureau’s Lead members, you were in early and wanted this resource for your own shop. What has the experience been like when your colleagues and employees return from a camp or event?
Spence: We’ve come to realize that so many senior people got their roles because they’re good at what they do, but that doesn’t necessarily mean they know how to lead. I think it’s necessary to have the support of a peer group that isn’t found within your day-to-day. My people agree and appreciate the sort of niche networks they become part of - groups that can truly understand their pain.
Carl: In the 90s, people had shops before the internet was really open to the public, and none of us went to business school. Around 2012, we saw firms run by people with business majors opening. Now, we see things drifting back a bit towards the traditional model. That’s part of the industry maturity we’re all experiencing, but I’m curious, what’s the next phase for Art & Science?
Spence: We still have our digital-first origins, no question about it. But we’re now being engaged in assignments that aren’t exclusively digital. We’re doing “top of the mountain” work like core and brand strategy, digital transformation for large clients that recognize there is a lot they have to do. During the uncertainty of the pandemic, digital accelerated this in spades and brought us enormous opportunity.
Nobody today discounts the role of digital. But if you’re going to successfully transform, you need people with both an innate sense of what digital channels afford and the business maturity to understand and recognize patterns. When you look at our story - combining the creative inspiration of an artist with the rigor of a scientist - it creates a very attractive value proposition to engage us in many ways. We’re looking a little more like the traditional agency did 15 years ago, but underpinned with a highly mature, digital offering.
Carl: OK, I want to play a game. I’m going to write down what I think your favorite Bureau event was, then you’re going to tell me and I’ll show what I wrote down.
Spence: OMG. Colorado.
Carl: Called it! (editor's note: heavily redacted). Sitting around that campfire after that amazing shot ski, ski shot, I don’t know what it was - we all had to sign papers. Anyways, that’s when I think we got to really know each other. And that’s a big part of this. Getting out of where we normally are so our brains can break those barriers we’ve built over our professional lives.
Carl: Final question. Say the internet never existed, what do you think you’d be doing right now?
Spence: I could be a very poor painter, but in truth, I’d probably be an academic, teaching somewhere in a creative thinking context. I love art but I’m probably better at thinking about it than being an actual artist these days. But I do like elevating people’s thinking and seeing raw talent develop.
That’s the PG version, for the PG-13 rated, check out the full video discussion.
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