10 Stops on the Road to Brand YOU for Social Media Marketing Success PART II

 

Last week I shared the importance of building your brand image and message across social media for brand domination.  This week we will ease on down the road to our next five stops on the road to your social media brand-building journey that include branding your image for consistency, your branded tagline, your branded business card, your branded email signature, the importance of being memorable and having FUN!

STOP #6: Brand Your Image for Consistency

Provide a consistent look, feel and message online and across social media platforms.  Make sure the photos that are representing you online and across social media platforms are professional and up to date.  You should use the same personal photo on your blog, bio and social media profiles.  Using the same photo creates consistency and it connects that photo to your brand.  If you change one profile photo on one social media platform be sure you change it across all your platforms.

Create your own branded image graphics with your sayings, quotes, taglines, photos and images. PicMonkey is a great FREE resource to brand you! 

Here is an example of a graphic I created with PicMonkey using other brand elements of my site. You can create your own branded graphics using this fun and easy resource or we would be happy to create them for you. 

STOP #7: TAG...Your It!  Just Sayin'! 

In one word, one short phrase or statement, what message are you trying to communicate to your audience?  What's your TAGline or saying?  Spend some time crafting this part of your message.  If you have a bio or brand communication plan, your tagline may come directly from there.  My saying is " "Let's Get Social!" and I weave "Socially Savvy"  in a lot of my marketing material.  

My tagline is "The #1 Resource for Using Social Media to Build Your Brand and Be Socially Savvy!" Sometimes tag lines come to you and sometimes your niche will just tell you what it is in your interactions with them.  Pay attention to what they are consistently telling you what you are known for in their hearts and minds.  Just Sayin'!

STOP #8: Brand Your Business Card!  

Use elements of your branded website and branded social media platforms to create branded business cards that reflect your logo, tagline, saying and photo.  Include your social media information so people can connect with you and don't forget the back!  Here is an example of my business card.    

  

(Here is the front of the card.  Include your photo,

 tagline, and contact information.)

Don't forget the back of the card!  There is so much extra real estate to take advantage of on the back of your card.  I have included my saying, "Let's Get Social!" social media contacts and my QR Code.

(Back of the card great real estate

for additional information)

STOP #9: Brand your Email Signature Line 

Take advantage of the wonderful virtual real estate in the signature line of your email. You can display your virtual signature, your salutation, name, credentials, title, company name tagline, website, and social media connections or advertisement.  Be sure to have it automatically populate with each email. 

Here is an example of my email signature. You can add yours with your preferred email provider. Be Clickable!  Be sure your links are clickable in your email. You can take it a step further by creating a branded signature with fun fonts for your name and then creating graphics for your social connections.  You can also use your branded business card in your email signature line.

Create your Branded Email Signature Line TODAY! 

(Example of my Branded Email Signature)



-------------------



Socially Yours! 




www.SocialSavvySarah.com



Let's Get SOCIAL!

        

Let your business card do double duty and use it as a part of your signature line.

STOP #10:  Be Memorable! 

What is one thing that makes you stand out and makes your clients come to a screeching halt in all of the social media traffic?  Is it your fun personality, your content, a great accessory or style, your customer service, your tagline, your online presence, your branding, your brand colors, your cool hair?  Find out what makes you stand out and how you are known by others then WORK and WALK your BRAND!  

BONUS Stop! Have FUN!!    When you mix building relationships and online innovation, you get social media!  There is a reason they call it SOCIAL Media!  Interact with your connections, friends and followers the same way you would in person.  Ease into the conversation.  Ask how you may be of service. Engage, Engage, Engage!  Need help with building your brand on social media?  Whether you are a Do it Your-Selfer or you prefer "Done for You" services, we would love for you to get Social with Us so we can see how we can assist!  Visit me on my Facebook page and tell me  where you are on your personal branding social media journey. I look forward to hearing from you!  

In closing, this week we discussed the importance of creating a consistent look and feel for your brand image across social media networks for your marketing success. Our 10 stops included branding yourself, your branded blog, your branded bio, your branded photos, your thing-a-majiggy - QR Code, your branded image for consistency, your tagline, your branded business card, your email signature, being memorable, and having fun! I hope you incorporate some of these tips to help you brand yourself for social media success. 

Stay tuned for my next series of blog posts where we will take detours on our road trip to explore in more detail the

10 Stops on the Road to Brand YOU for Social Media Marketing Success!

Supporting You One "Savvy Step" at a Time!

Dr. Sarah David is the Founder of Social Savvy Sarah...A Personal Branding and Social Media Consultancy Providing Social Media Strategies to Build Your Brand and be Socially Savvy! She works with a World-Class Team to provide a "One-Stop Shop" "whether you are a "Do-it-Yourselfer" or need "Done for You" services for all of your social media needs so you can Build Your Brand and be Socially Savvy!   To learn more about how to use social media to build your brand and be socially savvy, sign up for her free exclusive personal branding and social media marketing updates 

at http://www.socialsavvysarah.com   

    

WANT TO SEE MORE ARTICLES LIKE THIS ONE?

Visit Dr. Sarah's Blog at www.socialsavvysarah.com

 

The Key to Creating More Remarkable Connections

So the first pillar for IMSP is relationships, right? You’ve got to create rock-solid relationships with your audience if you want to build a solid, sustainable business.

We’ve got good news and bad news. The good news is, this can be one of the most fun parts of running your business.

The bad news is . . . you’re probably gonna have to get naked.

No, no, not literally naked. (If that’s your business model, I’m not sure how much advice we’ll be able to give you.)

But for most village businesses (those are the kind of small-niche, profitable, enjoyable businesses that create fanatically loyal customer followings), the audience wants someone to relate to. Conversations have two sides, and you’ve got to bring something authentic to your end of the equation. Which can get scary.

Authenticity, blah, blah, blah

How many times have we heard “be more authentic in your content and all riches/fame/success will be yours?”

There are a few problems with this.

First, it tends to lead dangerously to a lot of blathering about yourself that no one wants to hear.

Trust me, I’d love to waffle on about my favorite techniques for dyeing my hair pink, or share Flickr pictures of my kid’s most recent watercolor paintings.

(He’s four. I think he is a genius. But it’s possible you may not.)

That’s what interests me. But it probably holds very minimal interest to you.

The second problem is that it’s scary to put your “real self” out there. Not only will your mother-in-law, your ex, and your fifth-grade English teacher get to see what you’ve got to say, but so will any number of random strangers. Some of whom we can only characterize as “loons.”

You don’t have to share it all

Decide now what you will and won’t share. Some bloggers share stories about their personal lives (particularly in media like Twitter, which are essentially pure conversation), and some don’t. If you do, make sure you’ve set reasonable boundaries for yourself.

“Authenticity” doesn’t mean you don’t have boundaries.

For more guidelines and suggestions on this, check out this post I wrote for Copyblogger in 2008:

Feel Great Naked: Confidence Boosters for Getting Personal

You want to share personal details consciously and with care, not just spew out whatever comes to mind.

They don’t want to read it all

Putting your own personality into your marketing is a great idea. It creates an environment in which your readers will get to know, trust and like you. And even the most hard-core salesman can tell you that that’s the most important key to persuasion.

But becoming a self-centered bore is not a great idea. Make sure you’ve got plenty of solid content that your readers care about.

Everyone’s mix is going to be a little different, but you want to aim for a mix that looks roughly like this one:

The content mix

• 10-15% entertainment and/or “personality” content that forms an emotional connection with your reader (if you’re shy about revealing personal details, this will probably lean more toward the “entertainment” side)
• 50-60% valuable tips and quickly usable information
• 10-15% weighty reference and higher-value content your readers will want to bookmark and return to (as time goes on, you may find you create less of this, preferring to send readers back to your classic content)
• 5-15% content that builds relationships with other bloggers, including news and links to other content
• 5% “selling” content that leads to an affiliate promotion or to a sales sequence for your own product

Don’t get too hung up on precise numbers, but do try to keep your content profile in this general neighborhood.

Your audience will tell you the best mix for you. Some markets want lots of entertainment, some like plenty of news, and others want to form a strong bond with you as a person.

Also, remember that in some cases these categories can overlap. For example, a meaty reference post can also be entertaining and show your personality.

It’s still not about you

When you share your personality on your blog, it’s not for therapy or to make yourself feel good.

Internet Marketing for Smart People is a marketing newsletter, after all, so we assume you’ve got something to sell. (Even if that something is simply an idea, awareness of an issue, or a point of view.)

The most enduring way to maximize those “sales” is this: Keep your attention focused obsessively on your customer.

The two secret ingredients for the most effective marketing persona

If you’re going to create relationships online, there’s got to be someone for your readers to have a relationship with.

Even for the most “authentic” blogger, there’s a difference between the complicated human being called you and the persona that you use on the blog.

Your persona is still you, but a selected version of you.

Your persona has boundaries and limits. Your persona has a consistent message to share. Your persona is a “subset” of who you are offline.

The first key to a persuasive persona is authority.

You may have heard that “authority is dead,” but nothing could be further from the truth. Authority will never die, because it’s hard-wired into our DNA. (For much more about authority, I strongly suggest that you download Brian’s free special report, Authority Rules. You won’t have to leave your email address or sign up for anything new to get it.)

The second key to a persuasive persona is warmth and nurturing. When you genuinely care about your audience, it’s much easier to get the word out about what you have to offer.

In my opinion, this can’t really be faked — you actually do have to give a damn.

That’s one reason the traditional “yellow highlighter” squeeze-and-sleaze Internet marketers will always be limited in their success: They see numbers. You need to see people.

When you combine these two factors, you end up with the marketing persona that works in every market, every topic, with every audience:

The best persuasive archetype is the nurturing parent.

(Now you don’t actually refer to yourself this way explicitly, that would be kind of weird and creepy. This is just the psychological underpinning beneath your content.)

Your persona needs to consistently reflect two core messages:

1. You know what you’re talking about.
2. You care about your audience as human beings.

The “nurturing parent” archetype is one that always steers the audience toward the right thing. The nurturing parent knows right from wrong. The nurturing parent puts the audience’s needs above her own, always. The nurturing parent sets healthy boundaries and knows when to be gentle and when to be firm.

Everyone’s version of this can look very different. Dan Kennedy’s nurturing parent is the very stern, strict dad who’s tough because he believes it’s best for you. Naomi Dunford’s nurturing parent will teach you to swear like a sailor before you’re three, but she’d take a bullet for you in a heartbeat.

Some nurturing parent archetypes are very “touchy-feely,” others are more cool and distant. You can put this together in the way that works best for you and feels natural.

Just remember: nurturing parents aren’t wishy-washy. It’s perfectly fine (and smart) to admit what you don’t know, but be firm and clear about what you do.

Your assignment for today

Put together 10-15 ideas for content that would illustrate the “nurturing parent” concept.

They could be great pieces of how-to advice, philosophical lessons, expressions of affection, or warnings about pitfalls to avoid.

Get some good headlines together for them and get them into your “ideas for content” folder. (If you don’t have one of those, start one now. It can be physical or virtual, whatever works for you.)

Next time we’re going to try something different. I’m going to take a typical “hard sell” sales letter, pull out an element, and show you how it might look with the “Internet Marketing for Smart People” approach.

Look forward to seeing you then!

P.S.

If you got here from Twitter or a link from a friend, why not pick up the whole series? This is lesson #5 in a free 20-step course on the fundamentals of what makes online marketing work for real people (not creepy high-pressure sales dudes in Lamborghinis).

You can find out more about it and sign up here.

10 Stops on the Road to Brand YOU for Social Media Marketing Success: PART I

 

Building your brand image and message across social media is very important for brand domination.  Here are the first five stops for you on the road to your social media brand-building journey: branding you, your branded blog, your branded bio, your branded photos, your "Thing-A-Majiggy" and your brand image for consistency.  

STOP #1:  Brand YOU!  

How do you brand yourself? Start by knowing what you have to offer and what makes you unique.  Identify your target market, your “niche slice” and then how you are seen by others.  In order to brand yourself you have to take a look within and really get clear on what image and message you want to communicate. Facebook me for your opportunity to receive a FREE personal branding assessment to help you get started on your journey.   

The next way to brand yourself is by branding your name. Now there may be others with the same name as you but there is only one YOU and that makes you pretty YOUnique!  If nothing else you can obtain your domain name.  I would suggest you search for your name or variations of your name _______.com. For example:  Jane Renee Smith is a designer.  She may look for the following domain names to brand her name: janesmith, janereneesmith, thejanereneesmith, janesmithdesigner, designerjanesmith.  It is better to obtain your domain name and not need it than need it later and not have it.  See if your Social Savvy Domain is available!  

STOP #2:  Branded Blog

Your blog is your single most important brand domination tool.  Your blog or website is your virtual real estate.  It creates an online presence for you to share information or services to your followers, friends and connections.  It will either turn people on or off depending on the professional look of your site. Whether you are a business owner, professional or hobbyist, it is important to grab your virtual real estate today.  I recommend a WordPress website if you are in business to make money.

STOP #3:  Branded Bio  

Build out your profile across social media platforms.  Your bio is a very important component to your online presence.  It will be information that others look for to get to know you better.  It will determine if they want to hire you, do business with you or joint venture with you.  A branded bio is much like a resume in that once you invest the time, energy or money into it all you will have to do is tweak it from time to time to keep it updated.  Your bio can then be used on your blog/website, LinkedIn and other social networks.  

STOP #4:  Branded Photos 

Are you ready for your close up?  Say CHEESE!  Enlist the assistance of a professional photographer for your photo shoot.  If you have never been involved in a photo shoot it can really go a long way to brand yourself and your business and really present the image you want to help your business stand out.  

I’ve had the opportunity to work with a variety of photographers at different experience levels from fashion and editorial to amateurs.  Let your budget dictate what works for you.  There are great photographers out there who can provide you with headshots to help you brand yourself for your business.  Rates run anywhere from $350 and up for about an hour.  I have worked with photographers that charge $350 for 3 looks (change of clothes) with a makeup artist $150 (separate charge) for a total of $500 and I have worked with photographers for about an hour for $150 for 2 looks.  Be prepared with a variety of different looks.  Check with the photographer to see if you will have the opportunity to change your wardrobe for a different look for example, you may have one look with a suit that is very professional and then you may have a second look that is more casual.  

Go with an outfit that makes you feel confident but presents you in an approachable, positive, professional light.  Be sure to have fun for your close-up!   

STOP 4: Get a “Thing-A-Majiggy” 

That's a "technical" term for that funny black and white square gizmo above.  That “thing-a-majiggy” better known as a “Do-Hickey” is called a QR code, which stands for Quick Response Code.  They can redirect your clients to your website or other social media site.  You can use them to redeem coupons or other fun prizes.

Add it to your business cards and other marketing material so your tech savvy followers, friends and connections can scan your code with their smart phone and directly connect to your website, or social media platform without even typing in the website.  How cool is that? You will need to generate a code but you also need an application to read the QR code.  

Get your FREE QR Code and Reader 

STOP #5: Brand Your Image for Consistency

Provide a consistent look, feel and message online and across social media platforms.  Make sure the photos that are representing you online and across social media platforms are professional and up to date.  You should use the same personal photo on your blog, bio and social media profiles.  Using the same photo creates consistency and it connects that photo to your brand.  If you change one profile photo on one social media platform be sure you change it across all your platforms.

Create your own branded image graphics with your sayings, quotes, taglines, photos and images.  I just love PicMonkey.  It is a great FREE resource to brand you!    

In closing, creating a consistent look and feel for your brand image across social networks is the way to go on the road to social media marketing success.  Take small road trips and plenty of stops along your journey and before you know it you will be remembered in the hearts and minds of many.

Looking forward to sharing with you Part II of 10 Stops on  the Road to Brand YOU for Social Media Marketing Success!  

Dr. Sarah David is the Founder of Social Savvy Sarah...A Personal Branding and Social Media Consultancy Providing Social Media Strategies to Build Your Brand and be Socially Savvy! She works with a World-Class Team to provide a "One-Stop Shop" "whether you are a "Do-it-Yourselfer" or need "Done for You" services for all of your social media needs so you can Build Your Brand and be Socially Savvy!   To learn more about how to use social media to build your brand and be socially savvy, sign up for her free exclusive personal branding and social media marketing updates 

at http://www.socialsavvysarah.com   

10 Life Lessons

10 Life Lessons

By Ryan Allis

I have known Ryan Allis for a few years now, and he's a really impressive guy. He co-founded the email marketing company iContact in 2003 when he was only 22. Since then, iContact has grown its user base and revenues at a double-digit pace year-over-year. And a few weeks ago, iContact announced that it had secured its 1 Millionth subscriber. Very impressive.

So, even though Ryan is only 30 years old now, when he speaks about life's lessons, it's worth listening. And listening closely.

Not too long ago, Ryan gave a speech to graduating college students on the 10 life lessons he's learned so far. And, importantly, he gave me his speech notes. Here they are...I hope you find some valuable nuggets in them as I have.

1. Surround yourself with people you like and admire. You are who you surround yourself with. It pays to choose the people you surround yourself with carefully.


2. Put positive thoughts into your head. The internal message that you tell yourself over and over becomes reality. Thoughts become things. Don't be insecure. Be confident. YOU ARE AMAZING! You are all here because you are brilliant. Life is a wonderful opportunity. Believe in your power to do good.


3. Laughter is the best medicine for stress. Laugh at yourself often. Find what is funny in whatever situation you're in.


4. Take time to think about and write down your goals and frame them!!! Set bigger goals than you think are actually possible to achieve and try to hit about 50% of them. If you're hitting more than 50% of your goals, they're not ambitious enough!


5. Don't worry about what other people think about you. Just be yourself.


6. Travel the world at every opportunity you get. Take an interest in what's going on in the world. Know about the tremendous opportunities in Asia, Africa, Central America, and South America.


7. Build authentic relationships in which you give. Don't build fake relationships.


8. Find something you're passionate about that you love doing that you enter the "flow state" when you do it, then figure out how you can create value (and maybe make money) doing that!


9. Save and invest money whenever you can and never ever go into debt for something you don't need. Make your money work for you.


10. Spend more hours reading than you do watching TV! Book recommendations: Think and Grow Rich, Rich Dad Poor Dad, and How to Win Friends and Influence People.

***

Ryan Allis is the founder of iContact, one of the world's largest email marketing companies. Starting from nothing at the age of 22, Ryan has raised over $45 million for iContact and has grown the company to attract over 1 million subscribers.

Ryan is also the author of "From Zero to 1 Million" a book on entrepreneurship published by McGraw Hill. He is also involved with two non-profits: The Hunger Campaign and Nourish International.

5 SEO Tips to Help You Improve Traffic

courtesy Natalie at Fiverr.com

When talking about SEO it's all about choosing the right keywords. 

1) Think about the keywords people use to search for your service.

2) Use your keyword, where relevant, in the title of your gig.

3) Your keyword should appear 2-3 times in your gig description. At the beginning, at the end and in the body of your text.

4) Make sure relevant keywords are in your Gig tags.

5) Video & image files you upload should be descriptive and contain your keyword.

Things to Avoid:
*Flooding your text with keywords can have a negative impact.
*Using keywords that are not relevant to your gig.

To get keyword ideas, do a search for a service like yours, on any search engine. You can also check out similar gigs on Fiverr with the following Google query:

inurl:yourkeywordhere site:fiverr.com

Let's take the keyword "caricature" as an example. ( inurl:caricature site:fiverr.com )
From this search result (see screenshot), you can see how the sellers ranking for this keyword have optimized their gigs.

Click Here to see the screen shot farm8.staticflickr.com

Five Marketing Blogs for Your Career

by Shareen Pathak

When it comes to blogging, it's no wonder marketing folks do so much of it. They are, after all, an outspoken and chatty bunch.

There are so many, in fact, that trade publication Advertising Age ranks over 1,000 of best marketing blogs out there, dubbing the very best the "Power150". But though many touch on strategy and social-media marketing practices, few are career-specific. We rounded up the top five career-oriented marketing blogs.

Chris Brogan 

Ad Age Power150 Rank: 2

Consultant, author and journalist Chris Brogan works primarily with new media technologies. His blog posts are peppered with useful tips on how to excel at work, and more importantly, how to feel fulfilled and satisfied with what you do.

Personal Branding Blog 

Ad Age Power150 Rank: 41

Dan Schawbel's personal branding blog has multiple writers, all of whom talk about how to make yourself into a brand. And when it comes to job hunting, your brand is the most important thing you can lay on the table. "When there are millions of people competing for jobs, those with the most well-known brands will stand out among the rest," says Schawbel.

Neuromarketing 

Ad Age Power150 Rank: 49

Not a specifically career blog per se, but learning how to manipulate someone's brain into thinking the way you want could help your career, especially when interviewing or trying to get a raise. We're not talking hypnosis and crystals here, but just some simple ways to get your message across the way you want.

Richard Edelman -- 6 a.m. 

Ad Age Power150 Rank: 90

Edelman, the president and CEO of the eponymous public relations powerhouse is a person marketers could learn a lot from. He blogs from events he's been to, and about challenges he and his company are facing. You could use some of his lessons to further your own career.

Agency Spy 

Ad Age Power150 Rank: 112

MediaBistro's snarky blog goes deep inside the advertising world. It contains very useful tidbits about who's hiring and firing in the industry, and often posts from other, less well-known ad outlets around the country to note new hiring trends in far-flung places.

Write to Shareen Pathak

From Soccer to Creative Campaigns

By Chris Prentice

If it had not been for a burst appendix, Leo Premutico might have been a professional soccer player instead of the co-founder of New York ad agency Johannes Leonardo, named one of Ad Age's ten "agencies to watch" in 2011.

After graduating in 1998 from Charles Sturt University in Bathurst, Australia, Premutico tried to balance a semi-professional soccer career with working at BMF ad agency in Sydney. A bout with appendicitis kept him from attending professional soccer trials. He decided it was a sign to focus on his career in advertising.

Premutico, 33, went on to become a copywriter at Saatchi & Saatchi in London in 2003, where he met Jan Jacobs, who was an art director. The duo became creative directors in the agency's New York office and then left Saatchi in 2007 to start their own agency, which now has a staff of about 50. WPP Group PLC owns a minority stake in Johannes Leonardo. In the last year, the agency has won accounts with Coca-Cola Co., General Electric Co. and Bacardi Limited Co.

The Australian native lives in New York with his wife and two-year-old son.

FINS spoke with Premutico about the luck of being fired and the importance of listening to your gut.

Chris Prentice: How much does luck have to do with success?

Leo Premutico: A lot of successful people do a good job of seeming lucky, making it seem that it came completely naturally. I think the underlying truth is that there's a lot of hard work and learning from mistakes. That's what makes success.

In my first job in advertising, I was at Ammirati Puris Lintas ad agency in Sydney, and I was fired. It was just a case of not sharing the same creative vision.

It's funny how when you look back on things, even the things that seemed really difficult at the time were actually the best things that happened to you. I ended up going to a small agency that was only a few years old called BMF. I sat next to one of the founders of the business, Warren Brown, so I got to see and experience how an agency of that size grows. You could see that as luck.

Life is 10% what happens and 90% how you react to it.

CP: Did your career follow a straight path?

LP: I actually resigned from advertising when I was 22, while working at BMF. I was trying to juggle two things. I was playing soccer semi-professionally and thought if I was going to give this a proper go, I should concentrate on it full-time. I quit my job to train full-time for three months. My appendix burst the hour my flight was due to leave for trials in Germany. I woke up from the anesthetic in the hospital with an advertising idea. When something like that happens, you find yourself thinking if it happened for a reason.

CP: How did you meet Jan Jacobs, co-founder of Johannes Leonardo?

LP: Jan and I worked together at Saatchi in London. We were put together as a team there and just enjoyed working with one another more and more every year. We spent two years there and then we were asked to come over to the New York office. Saatchi New York was an important office for the company globally, and we were trying to change the creativity of the agency.

We felt after two and a half years that we had done what we had wanted to do. As a creative person especially, you really need to listen to whatever your gut tells you. We started to become excited about something else. It was an interesting time in the industry. It was when clients were starting to take digital a lot more seriously. We wanted to be able to pursue that.

CP: How does running your own agency differ from being on the creative side?

LP: What you quickly realize is that even though you set out to achieve your own personal ambition or dream, that dream becomes helping employees to achieve their own ambitions and dreams.

CP: How important are mentors as you build your career? Who are yours?

LP: There's always an emphasis on mentors and acquiring knowledge. It's even more important to have people who can open your mind and make you believe that what you're excited about is possible and you can achieve it.

Family's always been important to me. My mom was always someone who was always instilling belief in ourselves. My dad always offered insight. The wisdom he would speak was really important during the formative years when I was crafting the creative person I wanted to be.

CP: What business books would your recommend?

LP: I've just finished Bacardi and the Long Fight for Cuba. [Johannes Leonardo was selected as Bacardi Rum's Agency of Record in 2011.] It makes you realize how rich the Bacardi story is. In many ways, it's not just a brand, but part of culture.

It's important to really dive in and understand the things that are powerful in the past and can be powerful going forward. Progress doesn't have to be about ignoring the past. It can be about embracing it. I think in many ways what made great advertising years ago is the same today.

CP: What would you recommend people keep in mind as they build their careers in advertising?

LP: It's so important to be excited about what you do. If you are, then you will have the perseverance that you need to succeed.