How you came to "KB-12"?
Nikita Ershov, 12.digital agency managing partner and my friend, told me that he really wants to discuss something. At the meeting together with the CEO of the corporate group Sasha Panov they told me that they want to develop a separate video direction and are looking for it's chief.
At that moment I was already actively thinking about starting a hey casting service "hey! producer" and "KB-12" has its own startup accelerator. So we discussed that I'd be interested in leading video production only if I'll be making a new business at the same time. And with this thought we ended the meeting. In two months, the guys contacted me and said that they still want me to join their company.
I changed the job because in "KB-12" I was given the opportunity to realize my long-standing idea and dream - a startup. Our company is built in a non-classical way, I have not seen in any advertising agency in Russia such a business structure.
Can you tell more about this structure?
There are separate groups inside the company which have managers. In fact, these are separate businesses, and each manager builds it the way they want, works with clients they considers useful, deals with areas that are of their interest. Most groups are full-service, a few have a specialization, for example, BTL, digital, SMM. Some of them, like my group, work not only with external customers, but also with internal ones, with the groups themselves and their customers.
A huge advantage of such isolated teams is the exchange of capacities and resources. If one of the groups gets an order for a type of work they don't do, the brief transfers to another group. So the entire turnover is maintained within the company.
Each manager has an absolute freedom of choice – he or she sets the team goals and business, depending on desire and ambition. It's really cool.
Also at the beginning, the corporate group can help financially, if necessary, it can involve customers and sale of your product / service.
What's your criteria for your team members? Which qualities should have your employee?
For me the most important criteria is self-organization and a sense of responsibility. A professional employee should be able to set global tasks for himself and divide them into subtasks, understand deadlines and monitor the realization quality. A team member is an independent unit. As a leader, I guide, train, help and support. Now in our team we have two producers - Nastya Shirshova and Lana Lee. Both grew from beginners to strong professionals, I can trust them completely with any projects and I'm very proud with them.
It is not easy to work with producers who have long been on the market because they have already formed their vision, habits and are not ready to change. Therefore, when they come to a new team under the guidance of a strong producer (it's me I'm talking about), chemistry can not occur. And I'm quite strict about work processes and quality. So I think you need to grow your team yourself – if you raise professionals from scratch, they are comfortable with you and your way of thinking and are ready to grow together.