Cut to the Chase with Janet Carlson, CEO/Creative Director, Copy of The 1.11 Group | Ep. 10

Janet Carlson is currently CEO of the 1.11 Group and also serves as the Creative Director for Copy. She has always been fascinated by medicine. She toyed with the idea of medical school and instead chose a more creative path that played to her strengths: science, writing, and ideation.

Janet spent eight years in Big Pharma and medical advertising on Madison Avenue in NYC, focusing on the creation of new programs for healthcare professionals. She then realized she was born to be an entrepreneur, after working with serial entrepreneur Christopher Whittle at the Medical News Network.

Bringing her medical background together with her entrepreneurial spirit, Janet founded one of the first digital advertising agencies, One Eleven Interactive, which focused on healthcare, specifically targeting healthcare professionals.

Some key highlights from our interview:

1) We start with Fabio. (You’ll have to watch.)
2) Then with the year that was 2023 for Janet and how she overcame some real challenges:
-She “blew up” her agency
-Had a pretty serious health scare
-All while sending multiple kids off to college
3) Janet talks 1.11: what type of firm it is and their vertical healthcare focus
4) And goes into her background, starting her career at Parke-Davis (now Pfizer), and how that’s informed her agency career.
5) We recently released our 2024 NYO report and marketers reported a slight decline in using in-house teams, but they're obviously not going anywhere. Janet will be a judge in the 2024 ANA In-House Excellence Awards and gives her take on working with in-house teams.
6) Speaking of our latest report, one topic was, of course, AI. 2024 will be, seemingly, a big year for companies, and agencies, asking the question ”how do we actually use it for our business?”. Janet and 1.11 are ahead of the game, already incorporating it into their services, and Janet discusses how they’re using it.
7) We talk proactivity on the agency side, creating products, and the advantages there.
8) And finally, creating Sample Server for the Pharma industry, more on Janet blowing up her agency and what that journey looked like, along with one piece of advice to marketers to make their agency relationships more effective.

More about Janet and the agency: The 1.11 Group's innovative approach is evident in our use of AI for enhancing traditional advertising practices, yet eliminating the need for endless billable hours.

We start every project with a BRANDMap™, a structured interview that allows us to craft a map to get your company/brand from where you are NOW to where you want to GO. Next begins your company/brand’s BRANDVenture™, where we will deliver against the BRANDMap™ plans. We have a journey-centric approach to branding, emphasizing both the roadmap and the means to traverse it.

Key URLs:
Janet’s LinkedIn profile:   / janetcarlson  
1.11 site: https://111-group.com/

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