February 28, 2010 /
Agency Accountability
Early on in my career I noticed that there was a distinct difference between those who succeeded as agency professionals and those who didn’t. Then, as I got out amongst clients and other business executives, the distinction held true. The difference was very apparent and it all hinged on one key attribute – accountability. Those who took ownership of everything they did, took responsibility, they were the ones who succeeded in their careers.
Coming up on the creative side of the business, I had the advantage of seeing lots of agency cultures (translation – I jumped around a lot to get my salary up). I quickly realized that this distinction that separated one individual from another also separated one agency from another. In fact, it made some agency’s work far more creative than others. Those who took full and complete ownership of everything they did usually did more effective, arresting, creative work. They thought of things the client needed to do without waiting to be told what to do. The invented, they pushed…they simply cared more.
How and where this shows up in the agency business may surprise you. If it’s really in a company, then it has to be in it from top to bottom. It has to be cultural.
Want to find out if this kind of accountability is in your agency? Send them an email and see how long it takes to get a response. Call them after hours and leave a message. See what time in the morning they call back. Chances are, their response time will be very rapid. After all, they’re your agency for a reason (and there’s a lingering recession). But if it’s not, then you might want to examine a few other things, like the results of your marketing compared to your competitors. Are you being pushed by your agency? Are they showing you things that would truly move the needle? Are they showing you ideas you didn’t ask for?
I see this kind of accountability in Planet Central and I see it in unexpected places.
We have 3 offices which work as one on projects. I recently sent some revisions to one of our art directors in Richmond to make changes on a print job. Within minutes, my IM lit up with a PDF. The changes were already dropped in. The piece had already been spell checked and proofed. All literally within 15 minutes. Back when I was running a big New York ad firm, such changes would have taken over half a day, minimum. Here, the ownership taken by both the art director and the account executive were instant. This gives us a competitive advantage over our competitors and that is the ultimate goal of any corporate culture as far as I’m concerned.
August 10, 2010 / Jennifer
Planet Central Sends E S Foods Back-to-School
We recently assisted E S Foods in launching their new Breakfast BREAKS green-pouch packaging for the upcoming 2010-2011 school year. A direct mail piece and sales brochure were created targeting Food Service Directors. The big idea was "Feed More. Save More." E S Foods can help feed more kids and save schools more money. Through innovation and research, E S Foods has come up with a new Breakfast BREAKS product offering at a significant price reduction. And the kids love it!
In addition to the direct mail, we created a full page print ad and banner ad supporting the product launch. Both were placed in the August/September issue of the School Nutrition Association publication.
August 25, 2010 / Dawn
Legion of Excellence Award presented to Barry Wilson
Barry Wilson, partner and managing director of Planet Central Advertising, was awarded the prestigious Legion of Excellence Award by the American Advertising Federation District 3. This award recognizes contributions to and involvement in the American Advertising District 3 activities over a long period of time by dedicated individuals. Barry has been very active in the American Advertising Federation (AAF) serving on the national board as Governor of the AAF District Three, president of AAF Charlotte and chairman of the Charlotte ADDY Awards. He received the prestigious 2008 Silver Medal Award presented by AAF Charlotte for outstanding achievements in the industry and community service. His affiliation with the AAF began as a student at the University of South Carolina where he was a member of the school's National Student Advertising Competition (NSAC) team, winner of the AAF District Three NSAC and he served as president of the college AAF chapter.
October 29, 2010 / Kim
Planet Central Knows Moms
Planet Central client management executive Jennifer Lawrence participated in the national Marketing to Moms conference this week. Planet Central is continuously engaged with the "mom-powered community" as many of our executives are moms themselves. We know moms and we keep many of our clients engaged with moms.
November 11, 2010 / Jennifer
Celebrating 200 Studios and Countless Smiles
Portrait Innovations has become the fastest growing retail portrait picture studio company in the U.S and will open the 200th studio on November 11, in Cedar Hill, TX. The CEO engaged Planet Central Advertising as his marketing/advertising partner in 2002 to assist in brand development and launch of the first studio. We’ve worked with Portrait Innovations since then to open every studio across the country, and a new studio opens approximately every 12 days somewhere in the U.S. And along the way, Portrait Innovations has realized same-store sales increases every quarter, even throughout the sluggish economic times. Congratulations to Portrait Innovations opening 200 studios and capturing countless smiles!
September 12, 2011 / Kim
Our Newest Members
We are happy to welcome the newest members to Planet Central.
Mike Rose (pictured left) is the Director of Business Development. He was previously the Director of Marketing for WFofR in Richmond.
Ashley Garner (pictured middle) is a Media Accounting Coordinator. She earned a BS in Accounting from Longwood University
Heather Hiner (pictured right) is an Assistant Account Executive. She earned a MA in Professional Writing and Rhetoric from Virginia Commonwealth University.
September 23, 2011 / Barry
Muscle Team
For the fourth consecutive year, Planet Central had the pleasure of teaming up with the MDA of South Charlotte to raise funds for those with neuromuscular diseases through their 2011 Muscle Team event. Planet Central and many of its vendor-partners, provided marketing services and materials pro-bono. Muscle Team is an annual fundraising event, which pairs top pro athletes with local children living with a neuromuscular disease. Top business executives and their families who attend this event have access to unique entertainment , interactive activities, and a silent and live auction, as well as popular pro athletes. This year, the Muscle Team effort raised over $225,000 to help fund research, to provide services for those living with these diseases, and just as important --- to send the kids to summer camp. We look forward to being a part of Muscle Team 2012!
November 8, 2011 / Jennifer
A New Face
We are excited to welcome a new face at Planet Central. Caroline Tall is an Account Executive. She was previously a Senior Account Executive at Castle Advertising in San Diego.
