Podcast Summary: Ep. 452 - Brain Labs Global COO, Sean Seamer

Introduction

In Episode 452 of the “Second in Command: The Chief Behind the Chief” podcast, host Cameron Herold engages in an insightful conversation with Sean Seimer, the Global COO of Brain Labs Digital. Sean brings over two decades of global media experience to the table, having held pivotal roles across the US, UK, Asia, Australia, and New Zealand. This episode delves into Sean’s journey, leadership philosophies, Brain Labs' strategic growth, and the company’s distinctive culture and talent development initiatives.

Guest Background and Global Experience

Sean Seimer shares his extensive international career path, illustrating his adaptability and global perspective.

• Career Trajectory: Sean outlines his professional journey, stating, “I left New Zealand, went to San Francisco, did a couple of years in San Francisco, then went to London, five years in London, then went to Singapore, seven years in Singapore, went back to New Zealand for a year, then over to Australia, did six, almost seven years in Australia, and then moved back to the US about three years ago” (03:57). This global exposure has equipped him with a diverse network and a nuanced understanding of various market dynamics.

• Leadership Insights: Reflecting on his international experiences, Sean notes, “the further I've got along in life and the more that people move around. It's nice to have a global network. If someone needs something in China or someone needs something in Australia or us, it's nice to be able to pick up the phone” (05:23). This global connectivity is a cornerstone of his leadership approach.

Brain Labs Digital: Overview and Growth

Sean provides an overview of Brain Labs Digital, highlighting the company’s strengths and market presence.

• Company Recognition: Sean attributes Brain Labs' growing reputation to its strong foundation of talented people and cutting-edge technology. “We've got great people and great technology… because of the people and because of the work that we're doing for our clients, the news is traveling” (06:19).

• Strategic Vision: Discussing the company’s evolution, Sean explains, “Dan has made the right decision to stay independent, to stay along with his management team as the masters of our own destiny” (07:15). This independence allows Brain Labs to pursue global ambitions without being tied down by holding companies.

Company Culture and Values

A significant portion of the discussion centers on Brain Labs’ unique culture and values, which Sean emphasizes as pivotal to the company’s success.

• Founder-Led Culture: Sean highlights the importance of remaining true to founder Dan’s vision, stating, “Dan had a really clear idea about how he wanted the culture of this business to be” (17:02). This clarity fosters a tangible and authentic culture that permeates the organization.

• High Performance: The company prioritizes high performance, inspired by successful sports teams. “We spent a lot of time studying what makes great sport teams great and then making sure that we're looking for, recruiting for and instilling a range of different values and behaviors underneath that” (20:01).

• Cultural Sensitivity: Upon joining Brain Labs, Sean focused on listening and building relationships without imposing preconceived notions. “It was really about coming with no preconceived notions, no set job description. Let's just get in and see how this goes. Listen, build relationships and then find areas to add value” (25:55).

Talent Development and the Argentina Academy

Sean discusses Brain Labs' innovative approach to talent development, particularly through their academy in Argentina.

• Strategic Talent Pipeline: “We're really focused on the positive end of talent development, bringing in great graduates… We're building a strong sense of culture, we're training them. So we've got a great pipeline coming through the business” (22:20).

• Unique Recruitment Strategy: Instead of hiring remotely, Brain Labs relocates talented graduates to Buenos Aires to provide them with affordable urban living and immersive cultural experiences. “These really talented young people with bright futures get to go to Buenos Aires. They can eat at a Michelin star restaurant, they can live in the best part of town and they're not having to work remotely” (24:18).

• Impact of Talent Development: The Argentina academy has yielded impressive results, with graduates demonstrating exceptional quality and productivity early in their careers. “The graduate quality is unbelievable. And the quality of work that's coming out of there for people with just one or two years experience is mind blowing” (23:47).

Expansion Plans and Strategic Prioritization

Sean outlines Brain Labs' strategic expansion plans, emphasizing prioritization based on client demand and market opportunities.

• Geographic Expansion: The company is eyeing Western Europe, Latin America, and North Asia for growth. “We're looking to expand in Latin America, Western Europe… and then after we've got that done, we'll start to look a little bit more at North Asia” (09:00).

• Client-Driven Growth: Sean emphasizes that expansion is driven by client needs. “Our clients are demanding it of us… so it's simply our clients are demanding it of us” (12:18).

• Selective Expansion: Brain Labs remains opportunistic and selective, avoiding forced expansions. “It’s about finding the right opportunity. We're not going to force something” (09:00).

AI in Marketing: Opportunities and Challenges

The conversation shifts to the impact of Artificial Intelligence (AI) on the marketing industry and Brain Labs’ approach to leveraging AI.

• AI as a Baseline Enhancer: Sean views AI as a tool to raise the baseline of performance. “AI helps you raise the floor. Like it gets you a good baseline, but it's not at the point now where it's making you great” (31:13).

• Human Intelligence Supremacy: He underscores the irreplaceable value of human creativity and strategic thinking in achieving excellence. “We still need our people, smart people, good culture to get to that next step” (31:13).

• Balanced Integration: Brain Labs adopts an agnostic stance towards AI, integrating it where beneficial without over-reliance. “We'll remain agnostic. We will make sure that we're leveraging whatever intelligence best suits our clients” (31:13).

People Development and Leadership Philosophy

Sean elaborates on his leadership philosophy centered around empowering and growing his team.

• Supportive Leadership: He prioritizes being a servant leader, aiming to support his team rather than micromanage. “I make sure that they understand that I'm in here of service to them, not the other way around” (32:49).

• Empowering Leaders: Sean focuses on helping regional leaders excel, providing guidance without imposing, thus fostering a culture of trust and autonomy. “I'm trying to help them with that last 10%. Have you thought about this? Have you looked at this way?” (32:49).

Advice to Younger Self

Towards the end of the episode, Sean reflects on his career journey and offers advice to his younger self.

• Embrace Ambition but Balance Personal Life: “Take the job seriously, but don't take yourself seriously” (35:12). Sean emphasizes the importance of dedication to work while also enjoying the journey and maintaining a balanced perspective.

Conclusion

Cameron Herold concludes the episode by thanking Sean for his valuable insights. Sean's experiences and strategies provide a comprehensive look into effective global leadership, strategic growth, and cultivating a strong organizational culture. His emphasis on talent development, cultural alignment, and balanced integration of technology like AI offers actionable lessons for COOs and aspiring leaders alike.

Notable Quotes

• Sean Seimer on Global Networks: “The further I've got along in life and the more that people move around. It's nice to have a global network.” (05:23)

• Sean Seimer on Company Independence: “Dan has made the right decision to stay independent, to stay along with his management team as the masters of our own destiny.” (07:15)

• Sean Seimer on Culture: “Clear to me that once I'd seen the culture code further down the process, that's why he was asking those questions.” (18:53)

• Sean Seimer on AI: “AI helps you raise the floor. Like it gets you a good baseline, but it's not at the point now where it's making you great.” (31:13)

• Sean Seimer’s Advice: “Take the job seriously, but don't take yourself seriously.” (35:12)

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