LA28’s Amy Gleeson on the power of curiosity

The 2028 Summer Olympics and Paralympics, to be held in Los Angeles, may feel like a lifetime away. But last September, LA28 Chief Marketing Officer Amy Gleeson had already kicked off the drumroll to the Games with the debut of a vibrant, multifaceted brand campaign and ever-changing logo co-created by the athletes and creatives who make up the rich, diverse fabric of the city. Gleeson previously served for more than a decade at Olympics sponsor Visa, overseeing the brand’s global marketing campaigns for Vancouver 2010, London 2012 and Sochi 2014. She credits her curiosity as a key factor in her success as a marketer. “When I’m curious, I’m open to new ideas and perspectives, and that challenges me to get clear on data, insights and decisions that ultimately drive my team and our work.” And though Gleeson knows her role at LA28 is finite, her goals are ambitious: to “leave a positive impact on the movement and world at large.” See all of Ad Age's 2021 Leading Women U.S. and Europe here. What advice would you give your younger self? Earlier in my career, I was sometimes hesitant to take the next step—on a project, or job opportunity—if I couldn’t see and architect the exact path forward. I would tell my younger self that you don’t and won’t always have it all figured out, and that it’s okay to let go of perfection. Trust yourself and what you know to take it step-by-step, and give yourself the permission and latitude to do so. What’s the biggest risk you’ve ever taken? Before I started my role at LA28, I took a pause from the daily grind and turned inward to take some time off. With the uncertainty of what would follow, it felt like a huge risk at the time but there was such value in that time away. It gave me a new perspective and ultimately led me to my job with LA28, which is the job of my lifetime. If you weren’t doing your current job what would you be doing and why? If I wasn’t a CMO, I’d find myself in activism. As a mother to two boys, my lens today is: how to build a world that feels welcoming, fair and inclusive. What should the industry do to encourage more women and people of color into its ranks? To bring more women and people of color into the workforce, flexibility is key. Especially after the last year, our culture can no longer subscribe to the idea that work can only be done Monday through Friday, 9 a.m. to 5 p.m. I find that people are accountable and thrive when they are trusted, empowered and have the flexibility to do their jobs in the space and time that works for them. Which campaign or other piece of work have you seen in the last year that you wish you had done? I’m a big fan of brands that reflect the season we’re in with their work. Procter & Gamble’s “Widen the Screen” campaign is so well done and is an example of a brand using its influence to open our lenses to a wider perspective and ultimately drive sustainable change in a time when our culture desperately requires it. See all of Ad Age's 2021 Leading Women U.S. and Europe here.

LA28’s Amy Gleeson on the power of curiosity

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