What Makes a Legend Tick? | Adweek What Makes a Legend Tick? | Adweek
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What Makes a Legend Tick?

Seven industry leaders join the Advertising Hall of Fame
  • March 18 2012

Q: What trend has had the biggest impact  on the advertising industry?

Rodgers: Multiplatform targeted marketing. We will continue to target audiences, but you can’t only target them using one platform.

Drake: No question about it, the whole digital revolution and everything that has followed on its heels—it’s turned media and advertising and marketing upside down.

Kennedy: The electronic revolution has completely changed the world, especially the world of communications. Magazines are going out business daily and people text more than they use the telephone. A lot of our effort is going into digital expressions of our message now, which is the gigantic change.

Zubizarreta: In terms of Hispanic trends, the census, in 2000 and 2010, had a huge impact on marketing to Hispanics. That jump was impressive.

 

Q: What current industry trend won’t last?

Boyko: Believing talent is drawn to our industry and therefore not investing in it.  Agencies used to be a training ground for young talent—which drew talent to the industry. We’ve lost so many young people to other industries, like software companies and video games.

Drake: I’ve never been a very good prognosticator, but I have some question about whether Facebook will continue to be the force that it is currently. I also think the unrelenting focus on the 18 to 49 demographic will start to ease up because too many of us are over 50 now—I expect we’ll start to pay more attention to that group.

Zubizarreta: The unbundling of services—media and strategy and creative. We think that’s going to start coming back to clients looking for one full-service agency that does it all as opposed to having a media buying service and an agency for creative and strategy…bringing everything back in house into one full-service agency of record so that all of the departments work better together.

 

Q: What made you a success?

Zubizarreta: People trusted [my mother]. She was not shy about telling you what you had to do, even if it’s not what you wanted to hear—and she was always right. She had an incredible “gut” and incredible common sense.

Boyko: Just trying things and not being afraid to fail. What’s the worst that can happen? They’ll fire me. If you take that attitude and feel confident that you can do something else, you take the shackles off yourself.

Lafley: The power of teamwork. Mission and goal clarity. A choiceful strategy to win. The right players in the right roles. An “all for one, one for all”...”one team, one dream” mindset.  Everyone engaged and everyone executing to the best of her/his ability.

 

Q: What superhero power would you like to have?

Kennedy: I think probably to be able to fly. I grew up out in the plains and I used to admire birds of prey—hawks and eagles—and I still do. I could watch them all day.

Rodgers: I was the skinny guy on the beach so I’d love for it to be strength. And you know what I’d do? I’d love to be able to threaten to kick people’s ass and actually mean it.

 

Q: What is your motto?

Kennedy: We have a motto here that is sort of our company motto. It came out of our lifestyle and our philosophy and our work ethic: “The work comes first.”

Kelmenson: Leo’s motto was always: Semper fi. He was always faithful to his business and to his ideals and his responsibilities.

Boyko: I don’t really have a motto. But one philosophy that I have used to guide me throughout my career is: “It’s always easier to beg forgiveness than ask permission.”

Zubizarreta: She had two. The first applied to her professional life: “I don’t know, but I’ll learn.” That was how she landed her first job. The second encompasses her more as a human being, but also was part of her business philosophy. It’s a long quote, but the end is: “To know even one life has breathed easier because you have lived—this is to have succeeded.”

Lafley: Know thyself...be thyself.