Sarah Ko: "Cut Through the Noise and Produce Meaningful Work"

Sarah Ko is the director of content production and operations at Code and Theory.

Q> What is unique about having a culture that is a balance of 50% engineers and 50% creatives?

Sarah> There is a spirit of experimentation that is very much the Code and Theory DNA. We talk about the 50/50 balance of talent a lot at the agency: Two seemingly disparate disciplines yet at their cores they share fundamental principles of exploration and discovery. Our multihyphenate studio creatives live to experiment with new tools to understand technology’s possibilities.

As a creative producer, I get to step outside of my box, collaborating on multidimensional work with folks from various backgrounds who are passionate about problem-solving. One of my favourite things about working at Code and Theory is that I get to ask questions and look for new ways to get the job done.

Q> What should clients be focusing the most on right now and how has it changed from last year?

Sarah> With the promise of AI delivering content at unprecedented speed, efficiency and scale, it is crucial not to lose sight of why we make the things we make. Any piece of content we produce is meaningless if it fails to connect with our target audience. In this age of fragmented media, cutting through the noise requires telling a good story and finding the heart and humanity in our messages. It is not just about creating compelling stories for traditional formats like the 30- or 90-second spot. It is found in how we interact with design, experiences and business challenges. If you don’t have a story, you don’t have a way to persuade people.

Q> What’s the best way to keep staff motivated and working at a high level?

Sarah> The same rules apply in and out of the workplace: balance and space - space to think, listen, create and grow. Discover what is most valuable to each team member. Find what matters and why it matters. Foster a collaborative environment where opportunities are found and pursued together. Above all, value people and human connection and be generous with your spirit.

Q> What’s your biggest source of inspiration?

Sarah> New York City is a mood, and I live for it. Inspiration, for me, is found in the everyday and when you least expect it. It is in the neighbourhoods I have visited many times before or a street I am walking on for the first time. It is in the art museums and experiences I enjoy alone or share with my two young children. It is in the light at different times of the day, the accidental encounters with people and places and the insatiable ambition of the city. The energy of the Big Apple fuels me!

Q> What’s a favourite project you’ve worked on in the past couple of years and why?

Sarah> The Code and Theory Studio is hands down my favourite project this past year. When I first started at the Studio a year ago, there were only seven of us. Now I work with over 20 teammates, a diverse group of storytellers from various disciplines, all driven by the ambition to be the creative engine of the agency. It is inspiring to see how the studio has grown and evolved in such a short time, bringing a range of skills and fresh ideas to every project. It takes poise and confidence to manage it all and the Studio team has it in droves. It is a joy collaborating with everyone.

Q> What is the one thing you’d tell your younger self?

Sarah> Just one thing? What other people think of you is none of your business. The choices you make are not forever. Fail everything. There is no arriving; you arrive when you are dead.