CommonSense Blog

Why Two is Better than One

By Andrea Rothschild | Feb 17, 2015

In his book Powers of Two,” Joshua Wolf Shenk argues that the chemistry of creative pairs — of people, of groups — forms the primary basis of innovation. He makes the case that creativity is most commonly the result of two people interacting in a variety of ways: complementary collaboration, mutual inspiration and creative rivalry.

The publication of this book gave us the explanation of why our decade-long professional pairing had continually kept us moving forward together to seek the next interesting way or place to innovate on behalf of our clients. As a duo or creative team, we were more capable of pushing the envelope, challenging the status quo and breaking the mold on healthcare communications than we were on our own. Now it’s time to bring that philosophy to life again and pair our creativity with the innovators at W2O.

A little background:

We met in the communications department at Amgen and subsequently moved on to head the H+K Strategies West Coast Healthcare team.

But while there, we felt the ground shifting. We realized there were new ways to reach the healthcare consumer that involved the entertainment and media world that no one in healthcare was exploiting. Many of these companies and opportunities were in our backyard – Hollywood.

Although we were learning, growing and leading, we felt that we lacked the freedom to explore a new phenomenon — the blurred lines of PR and marketing. We knew we were missing an opportunity to reach audiences vital to the business objectives of our clients.

Therefore, we struck out on our own to form ARC2 Communications & Media. We had many supporters and mentors as we made the transition from employees to entrepreneurs. One of those was Jim Weiss, a name synonymous with bold entrepreneurialism and innovation in healthcare communications. From the beginning, Jim was both a supporter and a mentor. We wanted to be like Jim. In fact, one of ARC2’s first blogs thanked Jim for his amazing advice and friendship.

Our three years at the helm of ARC2 gave us the opportunity to create and execute award-winning leadership programs and take pharma companies into territory previously only leveraged by consumer companies. We will save details of that for another post!

We have stayed in touch with Jim and his leadership team and have watched as they have expanded beyond their roots in healthcare to bring innovation in data-driven insights and content creation to technology, financial and consumer clients. We admire the way W2O continues to evolve and challenge the status quo and to do things differently. Jim and his team are not afraid to experiment and take risks. And that’s why this “Power of Two” has decided that it’s time to exponentially expand on what we’ve created by joining the Power of the W2O Group.

Andrea Rothschild & Christine Cassiano