REQ's CEO Tripp Donnelly featured in Washington Business Journal as "DC's Don Draper for Digital"

Washington DC - March 9, 2018 - Washington Business Journal spotlighted REQ CEO Tripp Donnelly for his success in the digital landscape, particularly as the company has grown and rebranded from the reputation-focused RepEquity to the proactive and full-service REQ.

WBJ’s Emily Van Zandt sat down with Tripp to dive into the evolution of digital over the past 20 years and understand both the successes and challenges that REQ has faced.

“The digital landscape has changed so dramatically. For me, it’s nearing 20 years in technology.” Tripp noted “If you think back in the 10 years, though we started mostly search-focused and reputation management-focused, now we handle all forms of marketing in search and social media and digital. Back then, there wasn’t a Facebook or LinkedIn or social media.”

In a space as volatile and crowded as media, REQ has learned how to face and adapt to challenges. Tripp commented: “The challenge is going to be making sure that clients, employees and partners understand what the new evolution of the company is as REQ. We now need to articulate what our value system is. What is the business value to clients? What is the value on how we attract and retain great employees? This is a very competitive landscape. They need to understand that as we went through this rebrand, it’s meant to mark that we did a lot more than we once did.”

The 10th anniversary of the company presented an opportunity for reinvention, and REQ continues to focus on empowering their clients to determine their own future in today’s rapidly changing media landscape. Read the full article here or see below.

Tripp Donnelly is D.C.'s Don Draper for digital 

For Tripp Donnelly’s REQ, the 10th anniversary came as an opportunity for reinvention.

Originally known as RepEquity, the brand management, digital advertising and online reputation management firm now goes by REQ in an effort to step away from being known as just a reputation management firm. With clients including Amazon, PayPal, Disney, eBay and CSRA, the firm has quickly outgrown its days as a firm focused on SEO and crisis management work with brands. Today, Donnelly’s work is mostly proactive, helping companies shape how customers interact with their brands.

Prior to founding RepEquity in 2008, Donnelly — a D.C. native — served in the Clinton White House in communications and legislative affairs, followed by seven years working at tech firms InPhonic and Simplexity.

How has the focus of REQ changed since you first launched the business? The digital landscape has changed so dramatically. For me, it’s nearing 20 years in technology. If you think back in the 10 years, though we started mostly search-focused and reputation management-focused, now we handle all forms of marketing in search and social media and digital. Back then, there wasn’t a Facebook or LinkedIn or social media. 

What’s your biggest challenge? The challenge is going to be making sure that clients, employees and partners understand what the new evolution of the company is as REQ. We now need to articulate what our value system is. What is the business value to clients? What is the value on how we attract and retain great employees? This is a very competitive landscape. They need to understand that as we went through this rebrand, it’s meant to mark that we did a lot more than we once did.

What’s an example of some of the work you’re doing? We rebranded CSRA. They came to us a few years ago with the strategic intention to rebrand their organization, the look and feel. A couple years on now, we’ve delivered the whole look and feel to them. Environmental ads all around D.C. and other markets, all of their digital presence, a few award-winning Super Bowl ads. Not every client can have a $10 billion exit, but CSRA did. We’re pretty proud of that.

What is the biggest way a brand can torpedo itself online? Not participating. We live in both a market and a technology landscape that does not favor fear or being slow. Be fast, be smart, be courageous. But at a minimum, be involved.

Is there any particular trend in social media that you wish would go away? The one thing that social media platforms can’t adequately address is context. They can provide an image or 140 characters and words. Put together, what does that mean? If you live in an age where people first go to social media to get their news, and they have to digest that news, I wish the platforms would provide more context.

What do you do on the weekends? Besides chasing around the 6-year-old? In the winter, we spend a good time skiing. In the summer, we spend a lot of time on the water, boating and fishing. We spend a lot of time on the Eastern Shore in Maryland. It’s a 90 minute drive. Once you cross the Bay Bridge, my blood pressure just slows.

What’s the best business advice you’ve received? Move faster. The last CEO I worked for, David Steinberg, he gave me advice at InPhonic. He told me to move with purpose, and move fast.

Favorite place for a business meeting: I love Edgar. Breakfast at Edgar. I’m a big breakfast meeting guy. It’s the quiet before the storm.

*All rights to the above article belong to Washington Business Journal.