Tracy Tuten - Advertisers at Work

Advertisers at Work

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Tracy Tuten

Advertisers at Work

Copyright 2012 by Tracy Tuten

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ISBN-13 (pbk): 978-1-4302-3828-7

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For David

Contents

About the Author

Dr. Tracy Tuten is an associate professor of marketing at East Carolina University, where she teaches advertising and social media marketing. Tuten is the author of Advertising 2.0: Social Media Marketing in a Web 2.0 World (Praeger, 2008) and coauthor of the textbook Social Media Marketing (Prentice Hall, 2013). Frequently quoted in the press, including in the New York Times, Brandweek, and the Washington Post, she is a leading contributor to industry views on branding. An award-winning scholar, her research has appeared in such journals as Psychology & Marketing, and the Journal of Business Research, among others.

Foreword

I went to the Cannes Advertising Festival last year, and as I was walking up the red carpet with the stairs lined with photographers and half the ad people in tuxes and gowns, I started thinking that Scorsese and Almodvar walked up these same steps a few weeks back at the Cannes Film festival. Maybe they deserve the press and glamour and all that, but this crowd? No. At the end of the day I sell candy. Im also a satellite TV salesman and a travel agent. The people I walked up the red carpet with at the Grand Palais were car salespeople and hawkers of sugar water.

So keep that in mind. In the advertising world, words like legendary and genius are thrown around a lot, but at the end of the day the only legendary thing these people did was design a nice computer store and sell a lot of milk.

The people in this book arent strangers to fancy accolades, but I dont think they would ever use the word genius to describe themselves. What they would say is they work harder than most, they are always learning, and they are always in search of the new. And working harder and never being satisfied, regardless of how I make it sound, is quite admirable even if you are just looking for a new way to sell deodorant.

The hard working people Tracy Tuten interviewed for this book are the types of people you want to learn from. I know this because I have personally learned a lot from them. I have a long past with many of them. There are a few people in this book that I have worked for. There are some that I wanted to work for but they didnt want to work with me. There is one that I did get to work for but then they fired me. There are also a few who worked for me and are quickly getting to the point where I will one day be working for them.

And what will you learn? Work harder than everyone else, create something that has never existed before, and be very wary of tuxedos.

Gerry Graf

Founder/Creative Director

Barton F. Graf 9000, LLC

Acknowledgments

This book would not be possible without the complete willingness and openness of the eighteen people who participated as interviewees. They made this book what it is. Every aspect of value a reader may experience from the book is tied to their experiences, stories, opinions, and advice, and above all else, their willingness to share all of that with those theyve never met.

Many of these advertising greats were supported and, yes, even gate kept, by agency professionals. I relied heavily on these professionals for their organizational skills and helpfulness.

I thank Bart Cummings, who provided an example of excellence for me to use as a benchmark and as inspiration.

I thank Gerry Graf, who wrote the Foreword, and John Sweeney and Mark Tungate, both of whom contributed their reviews and endorsements.

I thank Jeff Olson, who developed the concept based on the Apress At Work series and believed in me as the person who could see the concept through to its final form. He provided me with the greatest fun Ive known in my role as a professor of advertising.

Rita Fernando served as the books organizational genius, showing amazing patience and detail-orientation from start to finish. It is my sincere hope to work with her again.

Kristen Ng provided her talent and time to transcribing the interviews and offered encouragement throughout the process. Her involvement always felt like that of a friend and I am grateful for her participation, talent, and collegiality.