Q&A with Lisa Williams, President of Evolve & Co

By January 10, 2019Evolve
lisa williams evolve & co ad agency downtown st pete

From Fortune 500 to start-ups, Lisa is at the forefront of brand strategy. With serious passion, a genuine love for her work, and years of expertise in the industry, her leadership drives success. Philanthropic and curious, Lisa travels and gives often. She’ll probably change the world some day, but first, coffee.

How would you describe your role at Evolve & Co?
As the President, I wear many hats. My primary role is strategy followed by management.

Where do you find creative inspiration?
I find inspiration literally anywhere. I’m currently obsessed with the writings of Comedy Central, and have always loved the edgier campaigns of QSR’s or liberal retail brands. Fortunately, many of the brands we represent are open to the untraditional, and we get to have some fun in our story-telling.

What is a most memorable project/ campaign you’ve worked on?
I wish I could choose just one. In my 12+ years in the industry, I’ve worked on thousands of campaigns. I love all the components of campaign building from the creative writing, graphic design, marketing strategy, etc., but I’d say the most memorable campaigns are usually PR and charity-related, because although the hype of seeing shareholder returns go up, or watching frenzied activity post campaign launch is excitable, we get to have a real, tangible impact in our community.

What is the most challenging part of your position?
Managing client expectation is likely the greatest challenge as some clients imagine droves of consumers rushing through the doors after a minimal campaign, or have unrealistic ideas about the capabilities of the agency – or even their own brand limitations.

What is the most rewarding part of your position?
To this day, the most exciting part of my job is the idea/ creative process. One good idea can catapult a brand. One good idea (campaign, creative, pitch, etc.) is the baseline to create amazing work, and the most rewarding part of that process is when that idea comes to fruition, matures, and creates movement/ change.

Office pet peeve?
Naysayers. We have a rule of practice at Evolve & Co: No idea is a bad idea. The open-forum format allows for the freedom of speech… and the energy that flows from a circle of creatives when they’ve got the freedom to think and say whatever comes to their minds is pure magic.