Designing with EQ Featuring Samara Bradley, Associate Director Content, Carat US

Welcome to "Designing with EQ" by Carat, our content series that explores the diverse backgrounds, passions, and talents of our agency team and how they converge to design for people and brands. In this month's interview, we have the pleasure of sitting down with Samara Bradley, Associate Director of Content. 

Samara shares her insights on designing for culture, her typical workday, the skill of improvisation, her first job, and how she would describe her job to a child. She also discusses her proudest accomplishment at Carat, which involves bringing together diverse elements and overcoming hurdles for our diverse media partners. Join us as we discover what sets Samara apart and how she applies her background and experiences to her role at Carat.

Q> What does a typical workday look like for you?

Samara> A typical workday involves lots of emails and aligning with teams. Our job is heavily people-oriented, with consumers at the center of everything we do. We also work closely with our internal and client teams. So, on a day-to-day basis, I spend a lot of time sharing information, aligning everyone on program directions, and working with my younger teammates to develop their skillsets. in order to position our programs effectively. Emailing is a significant part of the job, along with building decks and engaging in conversations with people. These conversations revolve around our consumers, ensuring that everyone understands the big idea and the steps required to achieve it.

Q> What is one skill they do not teach you in school that you use every day?

Samara> Improv. I have studied improv at Go Comedy in Detroit and UCB in New York. We use improv in brainstorming sessions, where instead of rejecting ideas, we build on them by saying, "Yes, and..." This fosters camaraderie and ensures everyone's ideas are heard. Improv also helps us respond on the spot when clients ask unexpected questions. It allows us to provide thoughtful answers and present them in a palatable way. Improv involves flexibility and being present in the moment to adapt to any situation.

Q> What was your first job? And what was the most important skill or lesson you learned?

Samara> My first job was at a Dairy Queen, where I worked for quite a few years. It was a people-oriented job, and looking back, I would have loved to be a waitress earlier on. Waitressing teaches you to read people and create their orders to their specifications, ensuring their satisfaction with the service. Working in a restaurant or customer service role helps individuals develop empathy and understand what it's like on the other side. It makes you more considerate when you're the customer.

Q> What accomplishment are you most proud of during your time at Carat?

Samara> One accomplishment I'm proud of is bringing together things that didn't necessarily go together. In my role, I focus on setting up our diverse media vendors for success and overcoming challenges in doing business with our clients. It can be challenging to navigate through various departments, and processes. For example, one hurdle our diverse partners faced was the cost of insurance coverage. To address this, I proposed using insurance coverage that is utilized by our clients in other areas. By connecting the dots and making it easier for our diverse partners to do business with us, we aim to contribute to their growth with our client not only within our organization but also with other marketers. 

Q> What makes the company culture at Carat unique?

Samara> Carat's company culture is truly special, allowing me and my colleagues to bring our authentic selves to work every day. It's incredible to see how it has evolved from a more corporate environment to a place that values individuality and acceptance. We have the freedom to express ourselves and be who we truly are, both personally and professionally. There's a genuine sense of support, understanding, and flexibility among our team, making it a place where I feel valued and empowered. Carat's leadership sets an inspiring example, emphasizing the importance of brand identity and designing for people, which has a ripple effect across the entire Dentsu family of brands. It's refreshing to be in an inclusive culture that celebrates individuality and personal expression, fostering a true sense of belonging and allowing me to show up as my authentic self.

Q> At Carat, I am designing for ___?

Samara> Designing for culture. We're trying to make cultural connections that are authentic and showcase our brands in a way that delights consumers, educates us on our client’s products and positively impacts brand affinity.

Carat is uniquely positioned to design for people on behalf of brands. Our people are our greatest asset, bringing diverse backgrounds together to bring insight and emotion to marketing. Interested in learning more? Check out the Carat LinkedIn page here.