Doe Anderson - Building Brand Enthusiasts
Stephanie Massler - Media Director
Brand Experience
- Basic Cigarettes
- Copenhagen
- Fisher Nuts
- Glad Wrap & Bags
- Green Giant Frozen Vegetables
- Humana Tri-Care
- Kentucky Tourism
- Marlboro Cigarettes
- Merit Cigarettes
- National City Bank
- Nestle Cocoa Mix
- Pillsbury Already Pie Crust
- Prestone Antifreeze
- Samsonite Luggage
- Skoal
- Tropicana Orange Juice
- United Airlines
- Valvoline Instant Oil Change
- Virginia Slims
- West Virginia Tourism
Questions & Answers:
What got you into this business in the first place?
My first job out of college was in ad sales - I was living in Cleveland at the time, and one of my clients suggested I get on the agency side of the business. The closest big city was Chicago, and I was lucky enough to land a job at Leo Burnett.
Who was a big influence in your career?
There are a few people who made a big difference for me... my first boss - Bob Houghlin - Bob was the Media Director on the Philip Morris business. He taught me all the early stuff, and he was brilliant, reserved, polished, smart and extremely supportive. Bob had a tremendous amount of integrity, and I stayed in this business because of him. Another key influence was Bob's opposite - Bill Hadlock - Bill was head of Leo Burnett's Media Department. He was rough and tough and clever like a fox. He taught me the art of negotiation - and years later, I have yet to meet anyone who knows how to close a deal the way Bill did. Finally, my parents - both hardworking immigrants from Italy whose determination and work ethic have inspired me throughout my career.
What was "your finest moment" - the thing you're most proud of?
I'd have to say it was landing that first advertising job at Leo Burnett - I was among the first hires for their media training program, and I was up against some pretty tough competition.
What was your most embarrassing moment in this business?
One of two - both with the Samsonite client:
- Fainting at the airport prior to our first meeting (making us all late).
- Not being able to navigate the baby slopes in Vail in order to meet the client at the mountaintop restaurant - I spent the day in the chalet sipping wine.
Is there a great client story you'd care to share?
Too many... I did have a client once who was a Mensa genius. It was at that moment I learned a very valuable lesson for advertising and for life - the customer is always right.
What attracted you to Doe-Anderson?
Its location (I grew up in Kentucky and had a sister who lived here), its history (the great Elmer Doe/JWT ad exec love story) and its people (met great folks here who seemed to love the place and had a great passion for the business).
Do you have a method for coming up with ideas and solutions for clients?
The facts inspire me - I need to understand the category, the brand and the consumer. These are the things that help drive ideas.
What makes a great brand?
A great brand is like a good friend. It should be top-of-mind, reliable, honest and impossible to replace.
What driving career goals do you still have?
I would like to be a client some day - doesn't every ad exec aspire to do that at some point in their life?
What's the most important thing you've learned about the advertising?
That it is never static - it constantly changes and the consumer determines the direction it moves in. Understanding the consumer is the key to success. Maintaining a sense of humor is the key to survival.
What talent do you wish you had?
I wish I played the piano (really well).
If you had to live on a desert island, what would you miss most?
Nothing - I would take everything with me.
What can't you live without?
My family, my friends and good food.
What are your plans for after advertising?
To learn to play the piano, travel the world and find a quiet place in the country.
Is there any food that helps you think more creatively?
Coffee and beer.
What's your favorite sports team?
All Kentucky Teams (Both UK and UofL)
What frustrates you the most?
repetition, lack of accountability, rude people
What are you favorite internet sites?
Google.com, Foodnetwork.com, DoeAnderson.com