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May 09, 2016

The Native Society interviews RAPP CEO, Alexei Orlov in its NativeAdVice feature.

Alexei joined RAPP in 2014 as the trusted advisor to a diverse set of industries. As a specialist in global brand strategy, regional and cross-cultural marketing development and operational change management, Native Society wanted his NativeAdVice.

Below is a sneak preview of the article.

What is your greatest success as CEO of RAPP?
Seeing some of the finest talent in the industry embracing RAPP’s philosophy, strategy and purpose, and attracting from across the globe many new exceptional practitioners who want to help RAPP support brands in finding that 5% of magic that can make a whole world of difference.

What industry trends are you noticing and how do you capitalize on them?
There are 6 major, progressive shifts:
- The Internet of Things is already outdated.
- The world of opt-out is coming to an end.
- From Marketing to Mattering.
- The rise of tribes.
- The rise of the addressable audience
- CRM is dying

What is your life motto?
Wisdom means sometimes having to throw our knowledge away.

What is your most difficult moment?  How did you overcome and what did you learn?
I know from experience that change is never welcomed by all.  The RAPP change in terms of brand and operational excellence was immense, and unfortunately there were a few “killers” whose sole purpose was to destroy the mission and get back to the “good old days.”

I overcame it through three important aspects:

  1. The Power of Positioning.  So many people, some of my leaders and countless staff who gathered, held hands and said, No way! Not on our watch! Let’s get this right.
  2. The Importance of Introspection.  Sometimes I did not make it easy for myself and others.  I had to learn not to be “short on impatience” and long on patience.
  3. To earn trust.  You must have the courage to trust in return.

Describe the ideal experience using RAPP.
The experience of true, honest, proactive, intuitive partnership – surrounded by people who are true practitioners, focused on being measured on success as any client would be

Be sure to check out the full interview on The Native Society.

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