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photo by steed media service
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Senior Creative Director, The Martin Agency
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 — that 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 every day.
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 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
