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Advertising
is more than just an opportunity to come up with the next big campaign.
That’s the viewpoint of Danny Robinson, senior creative director
for advertising giant The Martin Agency. “We’re not simply
in the business to create advertising,” he explains.
“Marketing is about selling and selling is about reaching the
masses.” Robinson feels that if you are truly committed to
reaching the masses in the 21st century, you must recognize diversity
in the marketplace. “It’s clear. Simply look at the
numbers; the number of African Americans, Hispanics, and Asians in this
country are growing.”
“If marketers want to stay ahead and if they’re smart they
know they need to sell to as many people as they can,” he
continues. “This country is feeling more and more like the world
everyday. In commerce [we’re] selling to the masses and soon the
minority will be the majority and the dollars come from the majority. I
think it’s as simple as that.”
Robinson’s climb in the industry was guided by core principles.
“Become indispensable, find a place that you can own,” he
advises. “A lot of people say it’s impossible to be
indispensable, but I think you can bring a skill set job to a career
that no one else can or do it better than anyone else. And see
who’s done what you want to do, follow the path and emulate them
and take cues from them,” says Robinson. “Find someone,
wherever you are, that you can always turn to and ask questions. Find a
role model and it’s a critical thing to find people who have been
successful. Modeling is the best way to get ahead.” –todd williams
