Timed For Success
Clockwork Active Media Systems builds buzz, and a sizeable client base, by making its geeks happy.
Tate Carlson
Nestled into an old service garage in Northeast Minneapolis, Clockwork Active Media Systems might seem like just another funkalicious ad agency, rife with wide open industrial space and busy creatives. But its whip-smart interior design is about the only thing it shares with the PR and ad realm; there’s no brand management or campaign creation, and although it can help a client boost a buzz factor, the strategy is less about marketing than about social networking.
“Some of us came from the traditional ad world, but that’s not what we’re about,” says Nancy Lyons, the firm’s president and CEO. “The whole goal here is about harnessing the Web; it’s about the user experience.”
Founded just a few months after Sept. 11, 2001, the company got a bit of flak at the start. Lyons jokes, “Everyone told us we were stupid, starting when we did. But we had a mission.” That aim—still the firm’s driving force—was to tap into technology’s power for connecting people together. Although the Internet was chock-full of ecommerce at the time, and email was catching on fast, online social networking hadn’t become the force for networking that it is today. Clockwork’s founders, however, saw the promise, and knew it was just a matter of time before social networking, site development,and online strategy matured. Given the company’s growing client roster, it seems that time has definitely come.
Clockwork’s prowess with interactive media and emerging technologies put the company on track to be a leader in application development, design, social media, and mobile communication, and one of its strongest areas is software as a service, in which Clockwork hands a client a suite of tools—called Active Media Manager—so they can build functionality into their own sites.
Another effort that’s getting them noticed is the Geek Girls Guide, launched by Lyons and managing director Meghan Wilker, as a way to demystify technology. The pair answer tech questions online and in person, and have a lively blog covering a range of topics, from how to use social media for job searching to why there aren’t more women in the tech field.
Part of the company’s success, Lyons believes, is the singular focus on interactive technology. Although many agencies have divisions or teams that can launch websites or start blogs, Clockwork’s experience and passion are unique, she thinks. “Clients are really starting to see social media in a strategic way,” she says, “and they’re seeing that we’re at the forefront of integrating what’s cool with what they need.”
Another success factor is the firm’s strong team—plenty of companies claim that they have strength because of “their people,” but at Clockwork, employee satisfaction seems nearly an obsession. Not only can employees bring their new babies to work, but the founders focus on management transparency, collaboration, and intuitive hiring.
“No one person bubbles up to the top,” says Chuck Hermes, the company’s Chief Experience Officer. “We have a group of intelligent, curious nerds who devour knowledge and technology. We don’t have designers and programmers separated out, because almost everyone can do both of those.” Employees enjoy coming to work, he adds, because of the collegial culture and opportunities to work on fun projects, but they also enjoy a friendly camaraderie that goes beyond office hours. Lyon even acted as officiant at an employee’s wedding a few years ago.
With its savvy staff and track record, the firm has been able to grow organically, without any outside investment, and Lyons believes that the model is scalable enough to keep the momentum going. “We have a brilliant future ahead of us,” she notes. “Everyone here shares that belief, and that’s important.”
Although Clockwork continually looks ahead—as any good technologist might—the foundation that once got them called “stupid” is still what’s driving the whole company. Lyons says, “We’ve stayed true to our initial vision, to our beliefs. So, even though we might follow technology trends, we also have a solid plan in place about how we want to operate. We used to need to consult that plan in the beginning, whenever we had doubts about whether we could succeed, but there are no doubts now.”
BIZ BRIEFING
Clockwork Active Media Systems
Headquarters: Minneapolis
Inception: 2001
Employees: 36
Website: clockwork.net
LEADER PROFILE
Name: Nancy Lyons
Title: President/CEO
First job: Dishwasher: Villa Capri Restaurant, Marquette, Mich.
Education: BA, Media Studies
Family: Partner; Son
