True story.
When I was a young copy director for a start-up agency I saw this ad in a trade magazine and it left a lifelong impression. Respecting that you don’t know me from Adam, here is a quick review of the foundational experiences that give me confidence to help you.
JOHN DEERE – Copywriter
- Learnings – Quality matters, be responsible, follow a schedule.
At 22, my first job out of college was as a copywriter for a line of John Deere equipment. But it was more than writing. I also provided photo and layout direction and lined up photo and video field trips with cooperating dealers and farmers . . . all before email and cell phones!
RHEA & KAISER – Copy Director to VP, Account Supervisor
- Learnings – The art of questioning, listening, and creative collaboration to resonate with what matters most with the customer.
Start-up agency where I had copy-contact responsibilities for every client. I was the only writer on staff. No layers of account people. This is where I learned the art of questioning and listening to find the nuggets of the client’s competitive advantages and how to communicate them in the most relatable way possible to customers.
MONSANTO – Marketing Manager
- Learnings – The value of good research and market segmentation.
I set up first test market for Roundup® herbicide in the consumer lawn & garden market. Quickly learned what it took to play in the big-box game.
- Learnings – The value of branding and line extension product management.
Developed the first genetic trait seed brand name: Roundup Ready®. It worked. Farmers ‘got it’. The name communicated quickly that the crop was Roundup tolerant, adding value to seed. Licensable and leveraged the well-established Roundup brand name.
FARNAM – Co-President, Lawn & Garden
- Learnings – Production scheduling, cost management, SAP, P&L, and the power of the pitch.
Expanded from my broad marketing base and retail market insight to oversee the integration of an acquired lawn & garden product line into this pet & livestock product company. Rationalized and rebranded SKUs and waded into inventory and production management. Learned thru hard knocks the best retail channel fit for the product line and the company.
CLARKE – VP, Marketing
- Learnings – Corporate rebranding and culture cultivation.
Five years into my last corporate stop of my career the owner asked me to lead the repositioning of the 63 year-old company. Six months of clandestine prep and planning with the exec team culminated the first ever all-company meeting. Co-workers rumored the company was being sold. Far from it. Instead, the owner announced a “rebirth” using the lens of sustainability to guide us forward . . . asking the 160 co-workers to drive the effort. It was an experience that changed the company, changed employee culture, and changed the company’s marketplace position. It was a lot for a marketing department of two.