By Lynn Dinsmore, Managing Director, BoldSky
At BoldSky, creativity has never been confined to a single office, city, or time zone. As Syneos Health Communications’ full-service creative studio, we’ve grown into a truly global operation. We draw our strength from diversity of experience, thought, and geography. But that growth means nothing if we don’t take the time to truly connect.
This spring, I had the opportunity to visit our Buenos Aires studio for the first time. It was a long-overdue trip. The office has been an essential part of our creative ecosystem for years, delivering exceptional work and collaborating seamlessly across regions. Yet, despite four years of remote success, this was our first time meeting in person. And let me tell you, Microsoft Teams could never capture what I experienced on the ground.
From the moment we walked into the Buenos Aires office, the energy was different. It wasn’t just the warmth of the welcome, or the pride in the work (though both were undeniable). It was the culture—the way the team interacted, supported each other, and created a space where everyone felt genuinely seen and valued. It felt less like visiting a workplace and more like being welcomed into a family.
Every morning, we were greeted with hugs and kisses from every team member. The same happened at the end of each day. That kind of ritual might seem small, but it speaks volumes. It reflects a culture that prioritizes human connection in ways that feel deeply rooted and authentic, not performative. This is a team that shows up for one another. When someone experiences a loss or a personal challenge, the response is immediate and communal, whether it’s organizing meals, offering childcare, or simply showing up.
And while the cultural dynamic was uniquely Argentine, the impact of that experience was global. Our Head of Creative at BoldSky, Kelly Seymour, joined me on the trip. Let’s just say hugging isn’t his thing. But after a week in Buenos Aires, surrounded by people who lead with connection, he changed. So much so that, back at the Columbus, Ohio airport, he hugged me goodbye. That’s never happened in our 22 years working together. And yet, it felt completely natural.
Experiences like that don’t just shift relationships; they shape leadership. For me, this visit reaffirmed our responsibility to lead across cultures, not just across projects. BoldSky was built to work across borders, and our vision is to be available to clients across every time zone. That’s why we’ve made new hires in Brazil and are actively expanding into India. These additions help ensure our teams can collaborate in real time and meet client needs no matter where they are.
But global presence isn’t just about logistics. It’s about people. One of the ways we’ve fostered deeper connection across regions is through our internal Innovation Challenges. These are fun, fast-paced competitions where global teams are given a brief and challenged to pitch fresh, creative solutions. It’s not about winning. It’s about showing up, collaborating with colleagues you may have never met, and getting inspired by how different minds approach the same challenge. And yes, the competitive energy makes it all the more fun.
Because here’s the truth: when you bring together creatives from Columbus, Buenos Aires, São Paulo, Toronto, and soon India, ideas get bigger, faster, and better. Storytelling becomes richer. Execution becomes more agile. And the work becomes something that no single market could have made alone.
So, where are we going next?
BoldSky is continuing to grow, not just in size, but in capability, agility, and culture. We're evolving how we deliver creative at scale without losing the craft or the care. We're investing in talent who believe healthcare creativity can be as bold, emotional, and high-impact as anything else in the industry. And we’re leading with a service mindset that understands both global complexity and local nuance.
We’re also integrating AI – not just to bolster our creative output, but to make our daily processes smarter, faster, and more agile. Whether it’s automating repetitive tasks, optimizing versioning at scale, or enhancing how we concept, we’re leveraging AI with intention—always as a complement to human creativity, never a replacement.
As a leader, my job isn’t to dictate or direct. It’s to listen, support, and make sure people feel seen and heard, no matter where they sit. Creativity isn’t owned by one country, one culture, or one team. It lives in all of us. And when we connect across borders, we unlock something powerful: creativity without limits.
