Q&A with Lauren McDole, Account Director at Critical Mass
If you know me well, you know one of my best friends is Lauren McDole. We met in 2006 working at Leo Boutique in Mount Royal Village. At the time, I was an ACAD student, and she was at Mount Royal, and we worked together on Fridays from 4-8pm. We had a lot in common, we had both travelled before settling in Calgary, were both from Winnipeg and our parents lived in close to each other so we were home for Christmas we’d always met up. Fast forward a few years and I was begging her to join me in the agency world so we could work together again. We haven’t realized that dream but being in the same industry has had its perks, like an extra beer ticket at the social event she co-founded called OK Social.
In this Q&A we learn about Lauren’s career path from a student at Mount Royal to Account Director and how she’s keeping things fun with the community she has built with OK Social.
Tell me a bit about your background?
I initially went to school to become a teacher, but after completing my second year of practicum, I realized it wasn’t for me. I was working in sales at the same time and felt comfortable in a customer service environment, so I decided to explore business, specifically Marketing as a potential career instead.
What brought you to Calgary?
When I decided to go back to school, I did some research and landed on Calgary because the city was growing at the time and had heard great things about Mount Royal. I enrolled in their Business Program and majored in Marketing.
How did you get into Digital Marketing?
I lived in Australia for a couple of years and worked as an assistant at a digital studio, that was my first taste of agency life. A couple of years after returning to Calgary I started to meet people, like you, in the Advertising and Digital Marketing world. Through networking and late night chili tasting contests, I landed my first job as a Project Manager at Sajak & Farki.
How did you end up at CM?
I had a few friends working here and they talked highly about the culture, development opportunities, the diverse client portfolio and wide range of work. It felt like a place I could grow my digital marketing skills even further.
What has been your internal path to get to Account Director?
I started off as a producer which is an Account Manager/Project Manager hybrid. I worked on a lot of local accounts that required face-to-face client interaction and strategic problem solving. Through that work I quickly learned that I preferred to build client relationships vs be behind the scenes buried in schedules and spreadsheets.
I eventually shifted over to the client services discipline as an Account Manager working on 1 piece of business before becoming an Account Director and overseeing multiple accounts.
What does an Account Director do?
Typically an Account Director is responsible for developing and managing client relationships, ensuring their goals/objectives are met, and growing the business. But most days I feel like a triage nurse just deciding what needs my attention first. I think that’s the most exciting part of the job, every day is different. It can be a challenge but also super rewarding.
What are your favourite parts of your role? Worst parts?
I like helping my clients identify their goals, achieve them, and making them look good. I also learn a ton from my teams. The worst part is having to deliver bad news. I don’t think I will ever get used to telling a client we can’t do something.
What is your favourite campaign or project you’ve worked on?
That’s a tough one! I am really proud of all of the work we accomplished last year during the height of the pandemic. We were all just trying to wrap our heads around was going on in the world while also leading our clients and ensuring they were successful. One particular project was a 3-day shoot planned in Dallas that quickly had to pivot to a virtual shoot following the stay at home order. Not being able to be on set and check every detail was difficult but it ended up coming together seamlessly. We had a great production partner that we worked closely with and made us feel like we were in the room with them. And the client was super happy with what we captured.
What qualities do you value most in your clients/vendors/partners?
Transparency. Everyone is working towards the same goal, so it makes it easier if everyone is on the same page and saying the same thing.
Tell me about OK Social! How did it start? How did you keep it going over COVID?
My pal Eric Seymour and I worked together at Sajak & Farki and had volunteered with committees like AdDrinx and BIG Winter Classic. We liked these events because it was a time for us to hang out and meet new people. But we noticed there was a lack of events for the creative industry. So we started OK Social as a way for like-minded people to get together, share ideas, collaborate, and just catch up.
There are 5 of us now that run OK Social and staying connected through the pandemic was important. Even though we couldn’t have in person events, we looked for ways to engage with the community and continue to support creatives. We had 'Ask Me Anything” where anyone from an illustrator to an account director took over our Instagram account for the day to answer questions and share what they have been working on. We’ve also been working on our ‘Friends of OK Social’ page and sharing work with ‘Friend Fridays’ on Instagram.
What are your future plans for Ok Social?
Great question. We talk about expanding to other cities other than Calgary and Vancouver, maybe setting up an online store, facilitating workshops…. near future is just to be able to get back to hosting events!
Lauren outside an OK Social event with a puppy.
What are some of the best lessons you’ve learned so far?
You’re not expected to have an answer to everything. You just need to know how to find it.
What books are on your nightstand/albums on your Spotify that are on repeat?
I’d like to say I am going through a true crime phase right now, but it’s not a phase. I love a good murder mystery (fiction or non) and listening to Dateline podcasts. If anyone has any new music- send it my way! I am still on albums that came out in 2018.
What are you most looking forward to? Now that the world is opening back up.
So many things, live music! Sports!
But probably most excited to host our next OK Social Hot Dog Party. I miss seeing the OK crew in person and being able to catch up with friends.