This interview aired live on Georgia Business Radio on March 5, 2018. Click the link below to listen.
Over the last 18 years, Neil has led work, teams and businesses in London, Amsterdam and San Francisco. Most recently, at Coca-Cola driving global digital strategy across multiple brands, leading the digital program for the 2014 FIFA World Cup in Brazil, developing new ways to create and publish content in real-time across multiple social channels, and managing global digital agency relationships. Neil is a regular speaker and advisor to multiple start-ups, and spends his spare time messing around with old racing cars.
Neil Bedwell and Andrew Osterday often describe themselves as reformed marketers. They learned and honed their craft over the last 15 years at agencies and brands in the U.S. and Europe. Their experience at Coca-Cola navigating internal cultural barriers while leading global digital programs — including the 2014 FIFA World Cup global campaign — was the catalyst for the creation of Local Industries.
Andrew began his career as a freelance artist, designer, and self-taught developer in the up-and-coming Atlanta agency scene. An original digital native, Andrew crafted campaigns for brands like the Atlanta Braves, The Home Depot, Delta, Porsche NA, Goldman Sachs, and Jack Daniels before moving to Coca-Cola’s Global group where he lead Cannes award-winning digital creative for Coke Zero. His work at Coca-Cola also included real-time social content and production for the 2014 FIFA World Cup in Brazil, leading the world’s largest user-generated photo contest ever and crafting Coca-Cola’s employee engagement program spanning all 206 countries Coca-Cola serves. Andrew is a frequent mentor and people connector, and still taps his artist roots when he’s not chasing his kids around.
#1. The Problem we exist to solve
Two-thirds of us are unhappy with the thing we spend half of our waking lives doing.
Happy, engaged employees are five times more productive — and four out of five of business leaders believe engaged employees are a key driver of growth.
Human contentment at work is the wicked business problem of our generation.
#2. The Business we are building
Marketers have mastered engagement for people as consumers. What if the same techniques could be applied to foster deeper engagement for people as employees?
Local Industries is a Change Marketing consultancy. Put simply, we apply consumer-grade marketing expertise to drive real cultural change inside organizations by focusing on their most important asset. People.
Our current clients are a balanced mix of HR, Tech and Growth leaders at global organizations across CPG, Tech, Travel and non-profit.
#3. Our Product
We create Change Marketing programs around three essential human motivations: Growth — translating the company vision into practical ways for employees to grow their skills and career Impact — demonstrating the real positive impact every employees work has on the lives of their customers
Relationships — building better ways to create trust, respect, and collaboration between colleagues
Every program starts by building belief across these three areas through storytelling and communications. We then move to practical adoption through training, tools and process design, and finally to ownership, empowering people to become experts in these new ways of work, and to lead and guide others.
#4. Our Ambition
To create a new model for employee engagement, based on the happiness, health and belief of it’s people. And a new level of investment in employees. Imagine if companies spent even 1–2% of their consumer marketing budget on real employee engagement.
#5. Our Background
Neil Bedwell & Andrew Osterday often describe themselves as reformed marketers. They learned their craft over the last 15 years at agencies and brands in both US and Europe. Their experience at Coca-Cola navigating internal cultural barriers whilst leading global digital programs — including the 2014 FIFA World Cup global campaign — was the catalyst for the creation of Local Industries.
#6. Our Team
We are building our team of strategists from a range of industries. Like Andrew and Neil, each has hybrid experience — a account leader with experience working on AT&T from both brand and agency sides, a strategist from a bigger consultancy who’s also been a entrepreneur since 8th grade.
We hire for potential. Smart, inquisitive minds who think naturally think like CEO’s and entrepreneurs. They are often ‘stuck-in-a-box’ in a current role. We free them and give them as much ownership as they are ready for.
#7. Our Culture
Our company culture is built around one thing. Personal growth. We believe in helping each individual realize their ambitions, through experience on a diverse range of projects, exposure to a diverse range of learning opportunities, and ownership of a diverse range of work.
We see Local Industries as the proving ground for a cultural philosophy of happier, more engaged people at work. And we believe that if we help our people grow, then they will all help Local grow.
#8. Our Home
Though neither Andrew or Neil were raised in Atlanta, we launched Local Industries here intentionally. Atlanta is fast becoming a destination for great talent, looking for a better lifestyle balance. The combination of relatively affordable cost-of-living, the culture and the development happening around our home at Ponce City Market, make this the perfect place to build our business. We are currently opening our second office in San Francisco, but Atlanta will always be our home.
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Originally published at probusinesschannelusa.com on March 5, 2018.