In March 2006, Jack Dorsey sent the first ever tweet. For me and many others, it was the beginning of the end of ‘business as usual’, as predicted by the Cluetrain Manifesto several years before.
So, what changed with the launch of Twitter and social services like it?
Well, suddenly the customer and the candidate had a voice. Business couldn’t continue as a monologue. A global dialogue beckoned.
Carve is formed
A couple of months later in August 2006, Adelaide and I formed Carve: a consulting firm that was designed from the start to help organisations navigate this brave new world.
Fast forward 13 years to today. Social has indeed changed the world: I would argue on balance for the better, though there are strongly conflicting views.
But what is without doubt is that social has radically transformed business.
Virtually no one books a holiday, applies to a company, invests in shares or buys a product today without reading a review, without asking a relevant community, without watching a social video, without searching out other people’s perspectives.
All of these are social interactions.
So social today has the ability to build great businesses, or break them. To attract great candidates, or repel them. To make sales soar, or stall.
Carve’s mission from day one has been to help organisations use social to build deeper, richer relationships with the people they rely on for success: their employees, customers, candidates, industry stakeholders and influencers.
Today I am delighted to announce that our mission has taken on new scale, new capability and new urgency with the news that Carve has been acquired by TMP/AIA Worldwide.
Carve is transformed
Carve will immediately benefit from the global office network, scale, tech and data of TMP/AIA Worldwide, allowing us to significantly enhance our offering.
TMP/AIA Worldwide meanwhile now have access to Carve’s social expertise, to our deep strategic comms/brand experience, and our digital DNA.
By connecting an unrivalled combination of social expertise, tech and network audience data, we’ll provide our clients with the edge in today’s attention economy.
What’s new, what’s next?
Carve will continue exactly as before, with the same team, but now with the backing of local experts in 25 global offices. Darren Harris is joining us from AIA Worldwide as UK Managing Director, and I will continue as Carve’s CEO from our new offices in New York.
In the coming months, we’ll be connecting our expertise to TMP/AIA Worldwide’s unrivalled tech and data, so expect to see more innovation in the shape of richer insights, deeper connectivity and enhanced impact.
Meanwhile, if you’re an organisation seeking to transform the impact you achieve with social, let’s talk.
Finally, massive thanks and shout-outs to the Carvers and clients past, present and future, who’ve made this journey possible.
It continues to be a pleasure and privilege to partner with such extraordinary people and organisations.