President,
Cramer-Krasselt
Cramer-Krasselt (C-K) is the second largest independent advertising agency in the U.S. known for integrated campaigns and has the fun (yet inspired) tagline of “Make friends, not ads.®”
Karen Seaman, a rare executive, has spent more than 25 years at the agency, and without question, C-K proudly proclaims that they are better off because of it. Not only is she responsible for managing C-K’s largest office and operations across the C-K network, but she’s helped manage some of the agency’s greatest successes. Karen has been a driving force in managing C-K’s innovative single-bottom-line model. This “no silos” approach has allowed the agency to be truly integrated, while focusing on developing ideas that work across platforms.
The C-K structure is different. It acknowledges that clients often become the wranglers of specialist agencies that can compete more than they collaborate. Their motto of making friends means looking at potential customers differently and with a different structure. Cramer-Krasselt has completely rejected the profit-center model; their talent is free to collaborate and iterate wherever an idea or need may lead.
Called “Connected Thinking,” C-K is organized around the audience and its receptivity, rather than a message or a profit margin. By eliminating any bias toward profitability through silos, they actually allow for easier integration. They focus instead on a more truthful focus on the combination of communication that will have the greatest impact and the highest probability of success.
Plus, C-K is a member of ICOM, a global network of independent advertising and marketing communications agencies. C-K’s clients with international needs can benefit from the seamless support provided by like-minded companies dedicated to driving brand success across borders. ICOM has more than 75 agencies in 60 countries.
Without doubt, Karen Seaman understands branding and brand architecture, which helps to propel the C-K philosophy. She is on the Board of the 4A’s and the Chicago Advertising Federation. Karen has been named one of 40 “Women to Watch” by Advertising Age, one of the “Top Women from Pittsburgh” (her hometown), and one of Crain’s “Women to Watch.” Her hobbies are conference calls, salads and juggling.