How did you get started in the industry?
My first job out of college was as an agency art director, which was also my first exposure to delivering creative ideas to clients. Those ideas had to address marketing objectives and/or goals for the project. As time went on, I was included in more client meetings and upfront strategy sessions. This allowed me to essentially fulfill the role of senior account executive for a number of clients. The account background, along with my creative role, enabled me to single handedly meet the needs of my clients – a unique experience for any agency professional.

Later, that agency was bought out by one of its largest clients. The thought of working with one client didn’t appeal to me, so I made the decision to strike out on my own. That leap grew into Catalyst Marketing Design. That was 18 years ago.

What is the most rewarding part of your job? The most challenging?
When we present our ideas to a client’s challenge, the reaction we receive when we blow them away with a strategic creative solution, that’s very rewarding! I also enjoy building a great team and company where people create awesome work and enjoy doing it.
The most challenging aspect is getting everyone to know who we are and the great work we do. However, digital growth has helped us get the word out and we are constantly looking for ways to communicate our story online.

Where do you see Catalyst Marketing in the next five years?
We have very unique experience with national brands that Catalyst will look to capitalize on over the next five years. We are a great value and, more importantly, an awesome resource to clients that may have traditionally only looked to the larger markets for an agency of record.

What are the hottest advertising trends you see coming down the line?
Social, online, mobile…the digital channels continue to grow each and every day. I think the real trend now – and what we will continue to better define in the future – is the science of identifying and emotionally connecting with your target audience along their path to purchase in order to drive sales.

What would your advice be for people interested in the advertising world?
I try to tell people to get as much experience in an agency as you can. It’s not done a lot these days but if I were starting out, I would find an agency where I could intern for free. The amount you can learn just being in the “day to day” at an agency – how the work flows and how clients are serviced – is an incredible opportunity.