The Innovator 25:

Margi Booth

Chairperson at M Booth/EVP at Next fifteen

"Innovation is not fleeting, but causes fundamental change and makes us stop and say 'that's just amazing.'"

For building one of the industry's most creative agencies from the ground up, then bringing it back from the brink as it struggled to find its footing after being acquired and undergoing a leadership change. Under Booth and CEO Dale Bornstein the firm grew by 39% this year — but more even more impressive — its work for clients like Godiva, WeVibe, Campari USA is among the most creative and innovative in the industry. (It's worth noting these accolades stood out enough for M Booth to also win the Holmes Report's overall Agency of the Year winner in North America this year.)

Describe what you do.
I work closely with M Booth's CEO in helping to set strategy, ensure best practices and foster an entrepreneurial culture that puts people first. For Next Fifteen, I oversee several of our agencies, work on acquisitions and create programs that encourage collaboration among our agencies.

Where are you from/hometown?
Harrison, New York

Where are you based now?
New York City

In what area of marketing/PR do you see the most innovation?
Creative storytelling & Content. We are natural storytellers. When we introduce new technologies to help tell better stories, the work is truly innovative and spurs business growth.

How would you describe the communications/PR industry's level of innovation?
More innovative then other marketing disciplines

What is most important for the PR industry to do to foster more innovation?
Change the industry culture

How do you define innovation?
Innovation is a breakthrough idea that causes people to think, feel and act differently. It is not fleeting, but causes fundamental change and makes us stop and say "that's just amazing"

Most innovative PR/comms campaign you've seen in the last 12 months?
Excedrin's Migrain Experience

What brands and/or agencies are most innovative when it comes to marketing/PR?
In the UK -two of our agencies --ODD for their fashion content work--breakout; and Lexis for its use of technology in promoting Pizza Hut offerings.

Describe a moment in your career that you would consider 'innovative.'
Early in my career, one of my clients was an Indian Tribe, and we were helping them to ratify their constitution so they could get federal funds. We decided to use Citizen Band Radio, as an "internet" to communicate the constitution's benefits to the tribe. It was a new form of media that brought out the yes vote and helped keep the Tribe together.

Something — not PR/marketing related — that is innovative.
Arthur Zang created a way in the Cameroon to reduce the mortality rate from cardiovascular disease in a place where there are few cardiologists by using a Cardio-pad medical tablet to perform cardiac examinations and permit remote readings.

Please give our readers an idea of something that can inspire innovation — this can be a book/movie/podcast/activity/article.
CBS Sunday morning piece on Colin O'Brady who figured out how to climb the world's 7 largest mountains in just 139 days...a world record.

Least favorite time of day?
4pm

Most innovative place in the world? This could be a city, a venue, a neighborhood, etc.
The human mind--a place where all things are invented

#FirstSevenJobs
1. lemonade stand entrepreneur. 2. Babysitter, 3.camp tennis counselor 4. Secretary 5. Editorial assistant 6. TV/Radio pitcher; 7. account executive