Francis Zierer
100 Creative Directors
At the top of 2022, we shifted our focus at Air to creative directors. I proposed an interview series, something that I could focus on in sprints and set down as other projects came up. Leadership said, “Great, let’s try to hit 100.”
Between January and October of 2023, I would publish 77 interviews. I spoke with folks working at brands like EA, The Denver Broncos, PUMA, and Brooklinen. Others worked at agencies like 160over90, W+K, FIG, Translation, and Grey.
I sourced all my interviewees on LinkedIn (our prefered social platform as a B2B SaaS company) and encouraged them to share their published interviews on the same platform. This distribution factor was key.
A few numbers:
- 77 interviews published
- Over 3,000 engagements across interviewees’ LinkedIn posts alone
- 20% conversion rate (interview to demo booking)
Roles: Copywriter, Interviewer
When: 2023
Company: Air
You can view the projct homepage and browse all the interviews right here.
Or check out a few of my personal favorite interviews: Omid Amidi, Mina Mikhael, Erin Smith, and George McCalman.