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Media and Communications

Advertising Director at Ibel Agency – Career Connections – WOSU

Advertising Director at Ibel Agency – Career Connections – WOSU


♪ I am what I call the president
and janitor of the company. That means you do everything. I’m in charge, of course,
of all client relationships. I’m in charge of being
a creative director. I’m also in charge of everything
that concerns personnel and the financial aspect
of the company. The most important thing
is that you’re dedicated, you love what you’re doing
and bring passion to the work. We can’t teach passion.
You must bring it. I’m the president
of this company, but it took me a while
to get there. I wrote a list of things
I like and don’t like and created a formula for me
that was visual communications. The things I was good at
and liked was languages, I was good at art
and at history, and I had a strong interest
in psychology. So for me, that was a formula
combined together that became
visual communication. It took a long time
and soul-finding to find that and go in that field. So I started out
as a graphic designer, as a junior art director, and then I became
an art director, then returned to Germany
when the wall came down because I wanted
to participate there. I worked in account services,
too, in East Germany, and it helped me
to really understand what the client’s needs are. Then I became
a creative director and then started
my own company. The moment you have
client contacts, and you bring good business
to the company, that is when
it becomes a factor for maybe having ownership
in the company. The financial management
and the entire business aspect is something that
I’ve learned by doing. I was not trained
as an accountant, but you learn with your
successes and your failures, so I had to really learn
by getting a bloody nose, and understanding,
“You can’t do it like this. Do it like that.” I also had very good advice and people I could
get advice from. You must be a good listener and cannot take communication
for granted. When learning a language, you learn to listen
and learn what words mean. If we assume that somebody
understands art, we already miscommunicate. We are in the most powerful
business on Earth, from my perspective, because we are there
to create opinions. We are actually in
the business of manipulation, which is
a very dangerous business. We all know
how badly that can go, through bad propaganda
and things like that. It is a joyful business
of communication, but it also has its dark sides. You have to have
a good mindset of ethics and what you like to do
and want to do, and what you can say
and can’t say. I have my own ethics. There are things
I will not do advertising for. I think that everybody has
their own opinion about that, and they should, but it is important that we just don’t sell out
our soul in what we do. Funding to purchase and make
this educational production accessible was provided by the
U.S. Department of Education: PH: 1-800-USA-LEARN (V)
or WEB: www.ed.gov. ♪

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