New Rapp CEO Jeannine Falcone’s vision for harmonious future between creative and tech

Falcone’s leadership is set to navigate these challenges, ensuring that neither creativity nor the analytical backbone of the agency’s services overshadows the other.

“The pendulum always seems to swing between wanting to be purely creative or heavily data-driven,” Falcone tells The Drum four weeks into her CEO role. “But what we need now is balance, a symbiotic relationship where data informs creativity, and creativity shapes how we use data.”

This statement in itself captures the essence of her vision for Rapp – a strategy that positions the global agency not just as a long-established leader of precision marketing but as an agency where creativity and data live in harmony.

Creativity meets technology

In today’s modern agency landscape, where most agencies are on an endless treadmill sprinting towards building capabilities, achieving balance is always much easier said than done. The proliferation of technology and the importance of data can’t be ignored; it’s the lifeline for precise targeting, measurable outcomes and marketing at scale. But for Philadelphia-born Falcone, this doesn’t mean sacrificing creativity on the altar of metrics and efficiency. She believes that without creativity, data loses its impact, becoming nothing more than a series of cold insights. Conversely, creativity without data risks being irrelevant or failing to reach the right audience.

“Data gives us direction, but creativity gives us distinction,” she says, summarizing the dual role that both elements play in crafting campaigns that resonate emotionally with consumers while also hitting key performance goals. This philosophy is already influencing her approach to her role at Rapp, emphasizing a cohesive marriage of art and science that ensures the agency’s output stays ahead of the competition.

From Accenture to Rapp

A quick scroll through LinkedIn and it’s clear that Falcone’s trajectory has prepared her for this leadership role. She spent a significant portion of her career at Accenture, rising through the ranks to become a senior leader in the growing Accenture Song business. During her nine-year tenure, she spearheaded the integration of creative, technology and consulting capabilities. This experience honed her understanding of marketing transformation, enabling her to guide Accenture clients through that evolving business landscape.

“At Accenture, I learned that blending creative thinking with technological know-how isn’t just an ambition; it’s a necessity. Clients need more than just good ideas; they need ideas that can be operationalized at scale and at speed. That’s something I’m very excited to bring to Rapp.”

Falcone’s first 30 days at Rapp have been defined by listening, learning and laying the groundwork for her vision. Her immediate focus has been on meeting the agency’s global teams – distributed across 30 countries – understanding their processes and identifying opportunities for growth. Already, she’s made frequent visits to Rapp’s New York and Dallas offices and plans to soon fly to the UK so she can continue to build her understanding of the diverse perspectives within the organization.

“I’m not here to implement a templated plan; I’m here to listen, observe and understand. From there, I’ll formulate a strategy that’s in tune with what the agency needs right now.” Falcone’s hands-on and empathetic leadership style is already setting her apart in an industry where many leaders often favor top-down directives over grassroots understanding.

Lessons from Accenture

Accenture wasn’t simply a career milestone for Falcone; it was a genuine learning experience on how to blend consulting rigor with marketing creativity. One of her key takeaways was the importance of marketing transformation, not just in the creative space but within client operations too. “Clients can’t just rely on great creative work; they need to transform internally to execute those ideas in the most effective manner.”

Falcone is beginning her new role at a challenging but exciting time in agency land. AI is reshaping the whole marketing industry, particularly the agency space and Rapp must keep pace. While the agency is already well-versed in data-driven decision-making, the integration of AI offers opportunities for even greater precision and personalization. However, Falcone is mindful of the potential pitfalls.

“AI is a powerful tool, but it’s not a magic wand. Our job is to use AI to enhance our creative processes, not replace the human touch that makes our work truly resonate with consumers and clients.” As recently spoken about in The Drum by M&C Saatchi CEO Jo Bacon and Leagas Delaney boss Gareth Davies, this will also be one of the key challenges for Rapp in the years ahead, how to benefit from the power of AI without losing that emotional connection that great marketing needs.

Talent development will be another key focus area for Falcone. The marketing industry has faced significant upheaval over the past few years, from pandemic disruptions to evolving client demands, and Falcone wants Rapp to be a place where fresh talent can grow and thrive. “We have incredible people here and I want to ensure they have the resources, opportunities and support to grow.” Retaining and developing top talent will be crucial if Rapp is to continue to lead in a highly competitive market.

Falcone’s vision

Looking ahead, Falcone’s vision for Rapp is clear: growth in both reputation and capability. She wants the agency to be recognized as a leader not just in CRM and precision marketing but as a creative powerhouse that’s adept at using data to create meaningful brand experiences. She has also expressed interest in expanding into new sectors and enhancing Rapp’s capabilities to serve an even broader range of clients.

“We’re in a good place right now, but we can’t be complacent. I want us to grow. I want us to evolve our capabilities, expand our client base and be recognized as a genuine world leader in what we do.”

It’s an ambitious vision but one that is firmly rooted in the agency’s current strengths.

Falcone’s journey at Rapp is just beginning, but her experience, vision and determination suggest she is more than ready to take the agency to new heights. For Rapp, the challenge now is to balance the power of data and technology with the creativity that makes marketing truly shine and Falcone seems more than up for the challenge.