024: When the Product is Your People | Phil Carpenter, Pan Communications, Boston

   “Sometimes we’ll be competing against very large agencies that are global in nature—so they’ve got offices in New York and in Hong Kong and in Munich. At other times, we’ll be playing against a specialty firm that operates out of maybe just one geography, like San Francisco or New York, and operates only in one sector, like tech. So it’s for us both interesting and hard because we sit in the middle. We have good ways to compare ourselves against the smaller firms and to position ourselves against the larger ones.” –Phil Carpenter