Employee Spotlight: 4 Questions for Account Director Brian Lowe
Describe a typical day in your life at Greenough.
Well, hopefully it’s a day that starts with a little less traffic on the Mass Pike than usual! I begin most days with a thorough review of major daily newspapers (Boston Globe, New York Times, Wall Street Journal and USA Today) and key news sites as well as trade publications relevant to my clients. This ensures I’m current on the day’s news as well as breaking stories where I can position my clients’ thought leaders – we call this “newsjacking.” Typical days also include client calls, which could be a weekly status update or a conversation with a subject matter expert (SME) to provide background for a pitch, release or blog post. The rest of my day is fluid – our team is highly collaborative, and we operate in an open, newsroom-like setting that encourages creative thinking and mentorship. If we’re lucky, this “typical day” is a Wednesday, when our VP of IT/resident chef Paul cooks lunch for the agency.
What kind of coverage do you generate for your clients?
For many of my clients, industry trade publications are strong drivers of awareness and leads. I have longstanding relationships with editors and reporters at dozens of trade pubs, and our clients are ongoing sources of insight and content for their readership. One day I may place a contributed article on molecular spectroscopy by a client’s SME and the next I may secure a Q&A about breakthrough medical robotics technology with another client’s CEO. Other coverage might include CEO commentary in a business press story on a successful IPO or a broadcast story related to the opioid crisis that features a client’s handheld detection technology for law enforcement.
Along those lines, what does client satisfaction mean to you?
In our annual client satisfaction survey, one question we ask is, “Do you consider Greenough an extension of your own team?” I’m proud that we always receive high marks for this question. This is largely because we get results, we’re proactive and we’re accountable, but it’s also because we listen and learn from our clients every day. We go to great lengths to know our clients’ people, business, industry and key differentiators, and the best way to do this is to ask informed questions, listen closely, and translate that into compelling brand stories.
What’s one thing your clients probably don’t know about you?
I own a Super Bowl ring! Yes, it’s true. My career in communications began in sports, with the New England Revolution and then the New England Patriots, who presented every employee – even team media – with commemorative rings after the 2004 Super Bowl season. While I often claim that Tom Brady and I played equal roles in the Patriots’ success that year, I acknowledge that my contributions to the team-run media and content platforms probably only led to 2-3 extra wins (Brady can take credit for the rest of the wins, if he’d like). The ring is an interesting conversation starter, unique keepsake and cool piece of show-and-tell to bring to Greenough happy hour during football season.