Some people tend to confuse advertising and public relations. What's your best explanation of the difference between the two?
In advertising, we pay the media for the right to control the message we communicate. The consumer understands that we have paid to present our selling message to him or her, and unfortunately, the consumer often views our selling message very guardedly. After all, they know we are trying to sell them.
Public relations attempts to craft messages conveyed through the news media, to present our clients in the best possible light. Where we can generate some sort of third-party "endorsement" by independent media sources, we can create great credibility for our clients' products or services.
What qualities do you look for when hiring someone to work in your agency?
I tend to look for someone who is smart, with a broad base of knowledge. He or she needs to be able to demonstrate that he/she can be a team player and work well with others.
The ad industry is full of prima donnas - but prima donnas don't necessarily make agencies great. Obviously, they need to be able to demonstrate they have the skills necessary to do whatever job we are trying to fill.
Finally, I personally put a lot of stock into how confident the person is. I want people working for me who are absolutely certain they can do the job.
What steps do you recommend a newcomer to the industry follow for a successful career in advertising?
First, take any job you can to get into the industry. Once you are in, then you can start proving what you can do. If that means starting as a receptionist, secretary or traffic coordinator, do it. In any agency, there will be opportunity to perform beyond the tasks listed in your job description. We are always looking for new talent, so if you can perform, you'll get the opportunity to expand and grow.
When I started at the Bloom Agency, I was a traffic coordinator in the print production department. I moved from there to become a print production manager, then a media planner, an account executive and ultimately an account supervisor.
The trick is getting your foot in the door. Then, as you perform, your value to the agency (and to other agencies) will increase.
Also, I strongly recommend reading lots of books on marketing and advertising. You simply cannot gain the knowledge and experience fast enough with what you learn on the job. By reading what others who have been successful in the industry say, you'll gain from their experience.