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I got my start as an ad man in Boston - fast food, fashion, bicycles, hi-fi and information technology. I worked in small agencies where I could do pretty much anything I pleased, then big agencies where I couldn't. Both were a valuable learning experience. |
Information Technology/ Business Press Boston became the high-tech centre for New England. I was drafted in to work on the Honeywell account at Quinn & Johnson/BBDO and my portfolio has been IT heavy ever since. The selling principles are pretty much the same as consumer ads, with more emphasis on the product benefits. |
Trade advertising has to work harder - often having to make an impression with a single hit. Your message must stand out in a noisy marketplace, yet maintain a business-like demeanor. Mainly, don't let the prospect slip away without knowing what you're selling. |
