Eleven days ago, I was driving a completely full 24-foot moving truck from Pasadena, Maryland to Blacksburg, Virginia. Today I’m on a plane returning from New York City to Blacksburg after a new business presentation. There’ve been several adventures in between, not to mention learning experiences. For example, I learned that a completely full 24-foot moving truck towing a full-sized trailer loaded with a pick-up truck reaches a top speed of about 29 mph going uphill in the mountains.
Some people have asked me why I would leave a career of 11 years at traditional ad agencies to join an interactive development company, especially as a writer. The reason is actually very simple: The world of traditional advertising more or less made the decision for me. Simply put, change is afoot. You don’t have to be in advertising to know that the days of an ad campaign built around 30 second tv spots and supported with print ads are all but gone.
Some say that the general public is avoiding advertising. That may be true, but nobody’s avoiding the brands they love. Which is why smart companies are finding new, surprising and even delightful ways to interact with their loyal consumers. It’s happening in real-time through immersive in-store experiences, online conversations, and with content that’s not only enjoyed by consumers, but even sought out by them.
So when the opportunity arose for me to become a part of this change, it was exciting to say the least. But when you add in the fact that the opportunity also happened to be in Blacksburg…well, for me, that was a no-brainer. I graduated from Tech in 1995. At the time, I couldn’t wait to get out and get into the real world. It didn’t take long for me and my wife to start trying to find a way back.
New City Media has offered me the opportunity I’ve been looking for since I graduated from the VCU Adcenter (now the VCU Brandcenter) in 2002. Here, not only will I be playing an active role in the creation and development of creative ideas, but I’m also going to be playing an active role in the further development of the company. It’s easy to sit at a desk and crank out headlines and body copy all day. What I’ve craved for a long time is to be given the opportunity to apply my strategic skills to the growth of a company I believe in. That company is New City Media, and the opportunity is here for the taking. This is gonna be fun.