Years of experience:
23 in marketing and advertising, 21 of those in account services
How’d you get started?
I actually started as a proofreader. Then I saw an opening on the account services side that interested me, so I moved over to that side of the agency. Nine years later I had been promoted six times and was leading the agency’s largest client.
What do you love most about what you do?
Tying strategy to creative and building highly relatable campaigns that connect with the target. I love learning new things and creating partnerships with clients that build trust and allow us to all be open and honest. Even if that means having tough conversations (and sometime we do), it’s all in the name of successful marketing.
What’s been your favorite project?
A huge brand and direct campaign we did for a national insurance company, back when the changes to Medicare created a land grab for new members with insurance companies. The campaign was integrated with brand and direct response and it covered major markets and small towns across the U.S. Each required a different approach, so we created and executed unique plans by market. We even created a fleet of RVs that traveled across the country and delivered solutions to the public. (This was also the first time I worked with Charlie and Sherry on the same account.)
It felt good to be a part of something so big and so complex that was actually educating and helping people. Of course, it doesn’t hurt that we helped that client shoot up from #7 to #2 in the Medicare space.
What are some brands you’ve worked on over the years?
Before forming ilex, I had worked at two agencies for 19 years combined—10 at one and 9 at the other. Over the years I’ve worked for numerous healthcare payers, providers and the following notable brands:
Fruit of the Loom
Do It Best Corp.—Hardware co-op comprised on 4,400 unique stores, second in the world only to Ace Hardware.
I love that I've had job offers from clients. I love the variety and challenge that comes from working from the agency side, but it does make me feel like I've connected with my clients if they trust me enough to invite me to join their team.