Imagine you’re hired as the chief creative officer of an organization with an unmistakable brand voice in an industry you haven’t worked in. Your remit is change; to shake things up.
That’s the challenge that Landis Smithers faced when he joined Standard International, parent company of The Standard and Bunkhouse hotels, at the beginning of this year. Not having a background in hospitality may have seemed like an obstacle, but it wasn’t an issue at all. In fact, the company’s goal was for Landis to bring the moxie – and success – he had previously brought to Grindr, Pepsi, and Playboy Enterprises.