TZL 1424 (web)

ON THE MOVE WARE MALCOMB ANNOUNCES CAROLINE MCNULTY AND EMERALD MASANGCAY STUDIO MANAGER PROMOTIONS IN OAK BROOK OFFICE Ware Malcomb, an award-winning international design firm, today announced that Caroline McNulty has been promoted to studio manager, interior architecture and design, and Emerald Masangcay has been promoted to studio manager, site planning, both in the firm’s Oak Brook office. In her role as studio manager, interior architecture and design, McNulty helps lead the Interior Architecture & Design Studio and manages select projects. McNulty joined Ware Malcomb as Designer in 2013. Her extensive interior architecture and design expertise includesmanaging tenant direct projects, landlord services, corporate accounts, tenant improvements and build-to- suit projects. Her experience spans the corporate workplace, industrial, retail, hospitality and science and technology industries. McNulty holds a bachelor’s degree in interior design from Miami University of Ohio and is an NCIDQ Certified Interior Designer.

“Caroline’s enthusiasm, client dedication and talented design eye have impressed clients both in the region and across the country,” said Dawn Riegel, regional director, interior architecture and design for Ware Malcomb. “A natural leader, she exemplifies the Ware Malcomb culture and has been a wonderful mentor to the Interiors team. We congratulate her on this promotion.” Masangcay joined Ware Malcomb’s Site Planning team in the Oak Brook office in 2019. In her role as studio manager, site planning, she leads the team and is focused on design advancement and implementing enhanced delivery methods. Her more than 15 years of experience includes site planning, space planning, and architectural building design. Masangcay holds a Bachelor of Architecture, cum laude, from the Illinois Institute of Technology and is LEED AP BD+C certified. Ware Malcomb provides site planning services for industrial parks, office campuses, mixed-use projects, retail and medical complexes, among many others. “Under Emerald’s guidance, the Site

Planning team has impressively tripled in size,” said Jinger Tapia, principal, design for Ware Malcomb. “Emerald exemplifies the Ware Malcomb culture both in her team mentality and excellent client service. We look forward to her continued growth.” Established in 1972, Ware Malcomb is a contemporary and expanding full service design firm providing professional architecture, planning, interior design, civil engineering, branding and building measurement services to corporate, commercial/residential developer and public/institutional clients throughout the world. With office locations throughout the United States, Canada and Mexico, Ware Malcomb specializes in the design of commercial office, corporate, industrial, science and technology, healthcare, retail, auto, public/institutional facilities and renovation projects. Ware Malcomb is recognized as an Inc. 5000 fastest-growing private company and a Hot Firm by Zweig Group.

JANE LAWLER SMITH , from page 3

Simply put, as Chad states: We’ve got to know these things. The long-running show Family Feud with its memorable “survey says” sound bite was voted one of the best TV game shows of all time. Families would try to guess the answers given by 100 random people to questions on a variety of topics. “The survey and data collection technology and techniques are readily available. Are your clients and employees worth the time and effort to survey, to study the responses, and then work to close the gap?” When it comes to our clients, our employees, and our brand, are we competing like AEC professionals or are we acting like the families playing the feud and simply guessing at answers? How valuable are your clients? What about your employees? The survey and data collection technology and techniques are readily available. Are your clients and employees worth the time and effort to survey, to study the responses, and then work to close the gap? Jane Lawler Smith, MBA, is the marketing manager at Derck & Edson, LLC. She can be reached at jsmith@derckandedson.com.

well, branding. But instead, we went down an unexpected path paved with EX (employee experience), CX (client experience), and surveys. During Chad Clinehens’ presentation, “Building a Strong AEC Brand,” he made a strong argument for primary surveys and their impact on your brand, your marketing, and your overall firm success. Speaking from years of experience, he explained that your brand is shaped by every single touchpoint with your firm and the optimal brand expression is achieved through consistency in message and experience. As Chad described it, your brand is made up of two sides: ■ ■ The message side: The description, the things we say we do. ■ ■ The experience side: The delivery, what we do. As we work to close the gap between the message and the experience, we continually refine our brand. The interconnected relationship between the client experience and the employee experience creates a reciprocal cycle, even a virtuous circle. However, if only one-third of AEC firms survey their clients on a regular basis, how do we knowwhat the client experience actually is, and how it compares to the messages we assert? And that is only half of the equation. How many of us are surveying our greatest asset – our employees?

THE ZWEIG LETTER JANUARY 17, 2022, ISSUE 1424

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