Pure Creative Force Podcast: Interview with Alex Shade, President of First Generation
In today’s episode, I interview Alex Shade the president of First Generation, an integrative marketing firm based in Allentown, PA.
Alex has guided strategic marketing and training initiatives for companies including Crayola, Olympus, Touchstone Theatre, Mack Trucks, The Department of Veterans Affairs and The Department of Education. She has held various management positions at The National Broadcasting Company (NBC) and Disney/Buena Vista Television and has vast experience overseeing production for television, videos and multi-platform campaigns.
Listen to our conversation where she gives insight to running a creative business, the balance between managing and creating, how to delight your clients and how to consistently stay inspired to create the best.
Here’s a rundown of our chat:
1:52 — How Alex defines creativity
2:38 — Alex on the creative process at First Generation
4:00 — When clients aren’t sure what they want
6:29 — When the creative team and the client don’t agree on what’s creative
9:22 — How to toggle from left to right brain and back; how to balance account management and creative implementation
11:43 — How Alex and FG work to keep their account management and creative teams aligned, empowered, respecting each others’ skill sets and beings sympathetic to challenges
13:27 — How Alex coaches her staff to build trust and honor the client relationship
15:35 — How to build a solid relationship with your client
16:45 — How to keep an open line of communication and keep your client at ease
20:34 — How the definition of creativity has changed since Alex started FG two+ decades ago
22:51 — Shifting the needle for clients. An FG client success story: CIY — create it yourself craft video series for Crayola
26:47 — What pure creative force means to Alex
28:10 — Creative as active and passive force: create and walk away for a different perspective
29:10 — How she encourages her team to stay inspired
30:43 — How failure has been a great driver and teacher
32:32 — What Alex is most proud of creating
34:10 — Her 3 pieces of advice for managing a creative business