San Francisco, July 15th, 2020

With headquarters in San Francisco, AKQA is a global design firm that employs over 2,000 professionals in 29 studios around the world.

It specializes in the creation of future-state Brand Experiences, having received hundreds of industry awards over the years thanks to its notable campaigns.

Simon Jefferson is a Managing Partner at AKQA and is based in San Francisco and originally joined the agency in 1997.

We discussed with him the changes brought in by the pandemic while looking back at the work done so far by the agency.

Why is your city a great place to do business?

There’s a ton of opportunity within San Francisco and the Bay Area, especially for a company like AKQA who exists to create a better future.

It’s a really entrepreneurial place where people are constantly trying to solve problems and find better/new ways of doing things. It also has an unfair share of the world’s leading tech companies who are shaping (and hopefully improving) the lives of people all round the world.

What challenges were you facing before the spread of COVID-19 and how are you dealing with them right now?

One of the biggest challenges over the past few years has been finding, hiring and retaining great talent in a highly competitive market – a lot of companies are essentially looking for the same type of people.

As a result of COVID-19, it has become clear that we work as well, if not better, with teams who are working in different physical locations. Looking ahead, we’ll definitely lean into this more and allow team members to work with us from anywhere, rather than needing them to be located in San Francisco.

In which ways do you think COVID-19 is changing consumer online behavior around the world?

Clearly it has pushed more people online to do the things they have typically done offline, accelerating trends that we’ve seen over the past 10 years. The growth we’ve seen in e-commerce, curbside pick-up and food delivery, for example, will continue as consumers love the convenience and the amount of time it saves them.

Moving forward, consumers will start to seek out/select companies that remove friction in all areas of their lives. Companies that are able to transform their businesses accordingly will do well, those that don’t will fade away. People will continue to use communication and collaborative solutions like Webex as part of their everyday lives, and we’re likely to see much more innovation in this space as a result.

People are more likely to question the need to travel – whether that’s commuting to work, popping to the shops, flying to a 1-hour meeting or going overseas on vacation.

There will be a growing desire to participate in events or visit places virtually, and immersively, driving the adoption of AR and VR devices and experiences. People will find new ways to connect and create a deeper sense of belonging, especially when they may be physically apart from others.

How do you evaluate results in this context?

Like any business at the moment, we’re paying close attention to the financial health of the studio. Our goal this year is to protect the careers of all our team members whilst maintaining a profitable business, so that we’re well positioned for 2021 and beyond.

More importantly we track how our employees are feeling. Their health and well-being are critical to the success of our business. At times, especially during lockdown, we check in regularly and provide support when necessary to all get through this in a positive mind.

As part of the AKQA Framework, we also regularly review key metrics associated with our Clients, our Employees and our Reputation.

Of the most-recent projects AKQA has produced, which one makes you really proud?

I’m honestly proud of all of our recent work for different reasons. However, I believe we’re only as good as our next piece of work, so I spend more time looking ahead. We’re currently working on a number of incredible projects in San Francisco and around the network that are truly inspiring and will become defining moments for AKQA.

Tell us about your journey on how you found yourself working for AKQA

I met Ajaz Ahmed, the Founder and CEO of AKQA, at the University of Bath in the UK where we both studied, and discovered we had a shared passion for marketing. Ajaz dropped out after the first year to set up AKQA. I completed my studies and following experience at Saatchi & Saatchi and Carat, Ajaz convinced me to join AKQA. I’ve not looked back since.

In your opinion, what’s the most exciting part of working in digital at the moment?

I’m not sure what “working in digital” really means anymore because everything is digital. However, it’s exciting for myself and my team that Brand Experience and Digital Transformation (something AKQA has always done) have not only entered the lexicon of the C-Suite, they’re becoming mission critical.

What’s the best piece of advice you’ve ever received?

Don’t believe the hype. Be humble when you win and gracious when you lose. AA.

What do you like doing in your free time?

Above all, I love spending time with my wife and three children and with good friends. I really enjoy cooking and find it’s a brilliant way for me to relax and unwind. I’m also pretty active and enjoy cycling, skiing and running.

Thanks Simon!

Learn more about AKQA

Follow Simon Jefferson, on social media:
LinkedIn

Follow AKQA on social media:
Facebook
Twitter
Instagram
LinkedIn

AKQALeadershippartnersSan Francisco