How Jordan Doucette Is Pushing for Bigger and Better at Dentsu Creative Canada
Last week, a massive piece of Canadian industry news dropped when Dentsu Creative Canada announced the appointment of a new president. And, seeing as the agency had just come off the back of its most awarded season in recent history, there was no argument that CCO Jordan Doucette was the right woman for the job.
Having been at the agency just shy of two years, Jordan’s impact since joining has been undeniable. The work is bigger and bolder. New clients have been won. Morale is up. And most of all, this has rallied people across the agency to keep dreaming, while pushing up that energy and hustle to the next level.
However, holding both the positions of CCO and president poses some on-paper challenges. Balancing business and creativity at the top level is a serious task. And does a creative background complement the skill set required to operate in this position? For Jordan, the answer is a resounding yes. She understands that in many ways, her ability to sell has been based on understanding the business, but now, she’s also able to advocate for the things like structure and processes – something that can only spell a bright future for Dentsu.
So, to expand on what her new role looks like, and share some thoughts on what the experience has been like thus far, Jordan sat down with LBB’s Jordan Won Neufeldt for a chat.
LBB> Jordan, congratulations on the big promotion to president! How’re you feeling right now, and what does this opportunity mean to you?
Jordan> I am feeling incredibly grateful! How lucky am I to be able to work in a creative industry with amazing humans, and have the opportunity to grow, learn and continue to find new ways of adding value, whilst also gaining new perspectives that will fuel the work I am doing with my clients?
LBB> How have the early days been? Do you feel your experiences as a creative leader have set you up well for this position?
Jordan> I’m still bathing in the post-announcement goodness, and I know there’s going to be so much to learn, but I know that there are so many people at Dentsu Creative to support and help me. What has blown me away is all the encouragement from my industry contacts and friends, especially those on the creative side.
LBB> Of course, with a new role comes new expectations. How have your ways of working changed, if at all, with this move?
Jordan> It’s early days, but I think my ways of working will remain the same; this will just give me an incredible opportunity to collaborate, and to share my visions and ambitions with more of the leaders and teams at Dentsu.
Perhaps often said, but creativity can’t live in the creative department. The best companies have it infused throughout, so it touches every department. I believe we all work for the work, and now I’ll have the chance to really demonstrate what that means across all departments.
LBB> Logistically speaking, you’re also still holding the role of CCO - no small task either. Do you find the positions to be complementary?
Jordan> I deeply believe you can’t create, sell or make great work if you don’t have a deep understanding of the business (both ours and that of the client). And because of that, I think the skillsets are complementary.
LBB> Previously, you mentioned a big aim of yours being building a process and a team that empowers top quality creative. How do you feel you’ve done since then? And have your goals shifted since moving into this new role?
Jordan> I think we’re doing some really great work. I’m so proud of the last year and a half – we’ve hired amazing new people, won some incredible and ambitious clients, brought home some awards and in the case of Subway, I think we’re breaking the barriers of what QSR [quick-service restaurant] advertising looks like. It’s a lot for a very little amount of time (I’m ready for a nap!), but that’s all the rallying of the entire team (everyone from finance, legal, strategy, production etc.). Now… more of that, please!
LBB> Expanding on this, the results speak for themselves – the agency is coming off its most-awarded season in recent history. How did this come to pass?
Jordan> Two months into my role, we landed on the idea of 'The Inflation Cookbook’, and it was really what kick-started it all. We built an amazing team around the idea from all corners of the earth, and we invited anyone who wanted to pitch in on building the idea to come join the idea party. For me, it was a real-life example of what it takes to make a piece of work that, to be honest, nobody had any idea how to make. And while the awards are amazing, I think people seeing and feeling the idea come to life has sparked more teams across the agency to dream big. I think from a year ago, everything I’m seeing across all our brands is pushing for bigger and better, and I truly think everyone is contributing to that energy and hustle.
LBB> And how do you plan to carry this momentum forward?
Jordan> Giving people a high return on their energy is key, and making sure that as leaders, we remove the barriers that prevent people from bringing their best selves to work. That’s what makes me the most excited about my previous and expanded role. Being in this position allows me to advocate for the things, structure, and processes that I hope empower and engage people to want to do great work. And, I have a raging case of optimism, which helps!
LBB> Another big point of emphasis for you is moving away from traditional siloes. Why is this so important, especially now?
Jordan> New ideas live in totally new places, and you can only find those places if you break down traditional ways of working. We need to get comfortable being uncomfortable, and demand more diverse backgrounds at the ‘idea’ table.
LBB> With all this in mind, where do you think Dentsu Creative’s place is within the Canadian industry at the moment?
Jordan> Indie or network, Canada is on fire! We’re doing amazing work globally and I hope we can continue to celebrate and cheer each other on. If anyone in Canada is doing awesome, we all win.
LBB> Finally, as president, is there anything you’re especially excited for going forward?
Jordan> Getting unset in my ways. When we spend a long time in one part of the industry, we get used to doing things a certain way. This role is going to teach me a tonne of new things, add to my skill sets and give me new perspectives, and I’m positive that will spark new creative ideas on both the work we’re doing for clients, but even on how we approach our own business, setting ourselves up for limitless ideas.
