EPISODE #29 || Christof Meyer, Senior Director - Practice Head - Financial & Institutional Innovation at Egg Strategy

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Christof takes us behind the scenes of innovation strategy as a practice and profession that's closely tied to the work that brands and agencies do. Hear about why the “dull” industries are the ones that need the most help and yield the biggest impact, the best way to sell innovative ideas to clients, and building trust and landing the crazy cool briefs by leaning into the day-to-day serving of your clients—even the sometimes annoying stuff. He provides a ton of actual examples throughout, making this episode a great primer on the assignments and conversations happening within agencies. 

Heads up: I'll be in St. Louis on 2/19 keynoting the Young Professionals Night to kick off the beginning of St. Louis ADDY week! If you're local, you can register for the event here.

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Topics Discussed

  • What innovation strategy is, examples of the type of work an innovation consultancy does, and how they work with advertising agencies.
  • Being open-minded in how we let data in, while also taking the creative leap of faith.
  • The high level process used when Egg gets a brief from a client.
  • Why the “dull” industries are the ones that need the most help with innovation, and will yield the biggest impact on consumer experience.
  • The skills needed to be successful in innovation, and the best practices of selling innovative ideas to clients. 
  • Talking through what makes for a good brand story using Levi’s and REI as examples. 
  • Building trust with clients and landing the crazy cool briefs by leaning into the day-to-day serving of your clients—even the sometimes annoying stuff.
  • How to think one step ahead and make yourself undeniably “staffable” to up your chances of getting hired full-time after your internship.

Mic Drops

“I’d love to see more creative people go out there and use these best practices around rapid prototyping, consumer research, and consumer-centered design to make the world a better place. Because god knows we don’t need another big short situation. […] A little engineering, a little design, a little bit of creativity applied in the right places can make a huge impact.”

“This is called the client service industry. And that means you’re a servant. So think about that. And if you’re feeling annoyed […], fine you can be annoyed, but don’t be annoyed at the game. The game is that when [clients are] stressed at 12 o’clock her time, that we’ve put ourselves on the line as someone they can call. And we will help them figure it out, and field additional research, and burn additional hours, and we will not charge her for it, and we will give her something she needs by end of day. Because that’s our job.”

Resources Mentioned

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About Christof

As practice head of Financial clients at Egg Strategy, Christof helps client find creative solutions to their toughest challenges. He’s spent the past 14 years working in Finance and Innovation, and has developed a focus in customer insights, market segmentation, and new product development.

Christof is also an Infantry Officer in the Colorado National Guard, but loves the rest of the world almost as much as Colorado. He’s lived in Belgium, England, NYC, Virginia, Southern California, and currently Colorado and, perhaps as a result, loves camping, craft beer, and skiing.