As CEO of Eleven, Inc. Courtney Buechert maintains that innovation is inherent in everything they do. His company’s particular expertise is in finding and delivering "multipliers" to a client’s success. Rather than maintaining the status quo, Eleven operates through a creative lens, turning tensions in culture into greater commerce for their clients.
One such case in point is the work Eleven created for the sports eyewear and apparel brand Oakley. Charged with repositioning the brand, as well as creating a company-wide mantra that reflects its position as an innovator and instigator in culture, Eleven devised the highly successful "One Obsession" campaign.
"One Obsession" provoked and unleashed the obsession within Oakley loyalists, the "active creators" who are living out their internal passions. Consumers were encouraged to live their obsessions, and a conversation was facilitated between consumers and athletes through the hashtag #LiveYours. Consisting of global advertising, social programs, global retail and pioneering "In Residence" brand-experience locations in London, Los Angeles and New York, the program’s integrated effort spanned 22 countries and helped rally people around their passions.
Courtney is no stranger to the international marketplace; as a partner at the independent advertising agency Leagas Delaney, he helped open offices across Europe in Rome, Barcelona, Paris and Munich. He feels that the biggest challenge in applying innovative thinking to international projects is the up-front, buy-in approval to drive one innovation across diverse markets and cultures. Courtney feels that the ability to experiment in pockets around the world makes it possible to create and grow innovation across a client’s universe.