Philip Rackin

How would you describe yourself?

I have a voracious curiosity that takes me all over the map. I love turning people on to new ideas and helping them figure out how they can benefit from them. I’ve been doing this all my life, so it is just great that I found a line of work that pays me to do what I would be doing anyway.

How do you work with clients?

It’s my job to keep our eyes on the big picture while solving the problems at hand. I have to see how the pieces will come together to build value for the client’s brand. Education’s a big part of it. I really try to help them see both challenges and possibilities. I help them understand changes in the marketplace — some of them disruptive — and how to leverage change by improving the way they communicate and do business.

What is the number one thing you say to clients?

You have to understand the relationship you have with your audience has changed forever. Now, your number one job has got to be empowering them, be they your customers, your peers, investors or the media. Communications and marketing programs have to evolve into empowering services or risk being just another piece of clutter.

Your focus is Interactive; how have things changed?

Interactive is now essential. No more debating that. But it is amazing how misunderstood this essential tool still is. Instead of having to push to try things, it is now more of a job of prioritizing and applying resources where they can do the most good. And developing long-term value.

Now that you’re there, what do you think sets Sequel apart?

We are all about leveraging technology — the right technologies — in support of a brand. Not the other way around.