Ogilvy North America
Wed, 12 Apr 2023 10:15:28 GMT
Susan Machtiger is president of Ogilvy Consulting NA, Ogilvy’s worldwide strategic consultancy, working with client C Suites on their toughest strategic challenges. She focuses on building powerful brands by applying over 20 years of experience to strategic challenges ranging from business transformation to brand innovation. Since joining Ogilvy Consulting, Susan has led major initiatives to instil new relevance in large global brands, as well as creating distinctive new brands, along with the business and marketing plans needed to bring them to life.
Susan has worked with C Suites globally across Asia, Europe, South America, and the United States, with a particular focus on the intersection of business, people, and technology. Prior to joining Ogilvy, Susan held senior strategic leadership roles with JWT, Y&R, and Landor. She also ran her own independent marketing consultancy. Born in Austria and fluent in Hungarian, she now makes New York City her home base.
Susan> In high school and college, I ran select publications and organisations, and I learned that being in charge and having a title does not make you a leader. A leader is someone that has to earn it. And someone that has to be able to motivate others to WANT TO build something together with you.
Susan> Unfortunately I had a lot of experience early in my career with very autocratic and controlling leaders, who preferred to command and control. So I was very clear that was not who I wanted to be. I definitely wanted to be a more inspirational and motivational leader, so people would feel good about what they were doing every day.
Susan> I had just been elected to the school board the weeks before September 11th. That was a trauma like no other for kids, faculty, leaders and parents. It was a test not only of what actions you took but how you took them.
Susan> I never went after leadership for its own sake, but I did always feel like I had a sense of always having a north star. I think purpose, and a ‘why’ are very important parts of leadership. People need to feel that what they are doing has a purpose and it matters in the world.
Susan> I think a small part of it is who you are, but I do believe that a lot of it can be coached and learned. In work and life, it is helpful to be self-aware and watching out for feedback, direct or subtle. If you read the cues carefully, you can easily see what is turning people off or on and how to fine tune what you are doing.
Susan> When you see in retrospect that you should have done things differently or not said certain things…. but all you can do at that point is just learn from it.
Susan> Whenever someone leaves the team, I feel like I failed them. The truth is that often the choice is a very personal life choice and that is OK, people need to own their lives. But I never want to lose a single person I care about.
Susan> I tend to lean towards transparency, as that is what inspires trust I believe. I would rather be human and flawed, than perfect and packaged, as I think the latter is inauthentic. Everyone is their own kind of leader, and that’s great.
Susan> It has been difficult, and every person has had their own way of coping. So it is important to be respectful of what each person is going through as it differs widely. It really is one person at a time. But also it helps to have the team support each other, so leadership is shared.
Susan> I have personally tried to create DEI programs and also walk the talk by seeking out candidates in every situation.
Susan> Our culture is critical to our success…and it was tough during the pandemic. But now that we are coming out of it, it is a slow but incremental journey to nudge people into seeing the value of working together again. So it is even more important than ever that when we do get together, we make it meaningful and make it great. If the value is not there, people will stop coming into the office again.
Susan> Coaches, other fabulous leaders and mostly the people that work for you that are honest with you.view more - Bossing ItOgilvy North America, Wed, 12 Apr 2023 10:15:28 GMT