In celebration of the 4A’s 100th anniversary, The Drum interviewed 100 agency problem solvers on what fuels them at work and in life. Take a look at what Redscout Founder and CEO Jonah Disend said when he went ‘Beyond The Brief.’
What’s the biggest issue the industry faces? How would you solve it?
Early on, I learned an important lesson from an amazing boss — we rise together and we fall together, but always together...
The toughest conversation you had with a client. With a boss?
Agencies are too willing to accept what clients ask of us at face value. We lose a tremendous amount of capacity, energy and creativity going down the rabbit hole in front of us, rather than taking a step back to ensure we are solving the right problem. At Redscout we call this the Problem Genome, and we believe if you don't crack the problem first, you will miss the real brand building opportunity.
What’s a virtue that you live by?
My background is in theater and performance arts. For me, I see life as a performance - only without a script. The same goes for brands. It’s critical for brands to realize that every behavior is currently on stage for consumers to see.