CAROL H. WILLIAMS’ PHENOMENAL
ADVENTURE AS TOP AD EXEC
Industry pioneer Carol H. Williams shared a wealth of wisdom during her keynote address at the 2nd Annual Diversity in Advertising Leadership Conference and Career Fair, sponsored by New York University and the Business Development Institute.
Her poignant comments were directed to more than 500 students and young professionals from throughout the US, including students from The City College of New York’s (CCNY) Media and Communication Arts, AD/PR specialization.
Carol pioneered icons like the “Pillsbury Doughboy.” Early in her career, she created Secret’s longstanding “Strong Enough for a Man—But Made for a Woman,” indelibly branding the personal care product in the mind of the consumer.
Now, she heads Carol H. Williams Advertising (CHWA), which boasts $350 million in annual billings and is based in Oakland, CA. CHWA has 150 employees and offices in New York, Atlanta, Chicago and Detroit.
“Not bad for a girl from the South Side of Chicago,” says Carol, who attended Northwestern University and was once awed by the skyscrapers downtown on Michigan Avenue that she once never thought she’d never set foot in, much less have office space in. Often, she was the lone woman and loan African American in advertising’s persuasive corridors of power when she started in the business in 1968.
Challenging the audience to embrace these “exciting times,” she warmly relayed an office exchange about Barack Obama’s bid for US President. A fellow “Southsider” she said many in her generation of baby-boomers never thought they’d see a Black man on the brink of possibly leading this country. Further, she said the new media landscape was virtually redefining the nature of politics and the national Presidential election, with unique media partnerships between CNN, YouTube, Telemundo, Univision and the Congressional Black Caucus.
She urged young people in attendance, which included Asians, African Americans, Latinos, Anglo-Americans and others, to use their innate talents to “take part in this exciting, new revenue generating reality!” By working hard and cultivating your contacts she stressed, “You have the power to transcend time, media and ethnicity” by working together on creative campaigns and dynamic content.
“There were one, two or three of me. From the looks of this audience, there will be hundreds of you. You’ve got to have the courage to push the doors of this industry open even wider,” said the industry pioneer who started her career at leading agencies including Leo Burnett and Foote Cone and Belding.
Carol urges young people to take chances and not be afraid to bare their souls and says, “Creative people pull their clothes off; you have to be willing to share your experiences.”
As they explore “their readiness this journey” into the world of marketing, she implores future and junior ad execs to take a look at who’s in the room. Carol enthusiastically suggested partnerships with classmates and contemporaries, leading to in-depth insight and influence. The long-term result: income-generating opportunities!
She says, “Your dialogue with each other and the consumer is paramount. Your ability to infuse your talent with the needs of the marketplace is critical. You are the ones stepping up. You are the leaders in the field for the next 10 years. Get to know each other. You must share what you know with each other. Yes, you are the leaders!”
Carol offers the following tips for young people entering the industry:
> Don’t be pigeon holed. Learn all you can about various aspects of the industry, the creative and the business/account management side; become “masterful” at the entire business of advertising.
> Know the industry inside out. Understand where it’s going.
> Green thinking is blooming around the planet. Plant seeds and nurture your expertise.
> Understand phenomenal shifts in the “context of community.” Middle Eastern philosophers, poets and Indian Ph.D.’s are gaining visibility in Western culture as leading thinkers and contributors to society.
> Stay grounded. Always remember, “Whose eyes are you looking through?”
> Every step you take is a defining moment in your career.
> You are going to get a lot of “no’s” to your ideas. Look at what you’ve learned, perfect your product/pitch; you won’t always get a no.
> Fear is a constant companion. Fear is inspiration to any hero!
> Advertising is a calling. You must move out and move on to make a difference.
> Manage up. Manage down. Manage laterally. Manage vertically. It’s all in the way you handle tasks along the way. Always strive to answer the phone as well as you kiss your boyfriend or girlfriend!
> Create a “feel good” environment or energy field. Your goal is to heal the sick, to make people feel a little more hopeful! Provide strength, optimism and intelligent choices.
> Obstacles are opportunities in disguise.
“Are you ready?” questions Carol. Inspired by the creative talent in the room, she was buoyed by the possibilities and encouraged all within earshot to “ride the monumental wave of change and not be suffocated by the old paradigms.”
Providing historical perspective, Carol reveals the advertising and marketing communications industry lagged behind for decades, stuck in part by “outdated, depleted and dying mechanisms” to reach consumers – particularly ethnic audiences.
“Now, the dinosaurs … are going the way of the dinosaurs,” she says, noted by the closing or mergers of many former industry leaders. “By maintaining your creativity, you can get out of the quick sand and retain market share—for your clients and your own agency’s growth.”
She relayed a passage from South African Bishop Desmond Tutu’s poem “Disturb Us Lord” (paraphrased):
“When our dreams have become true,
If we sail too close to the shore
To learn how to be a champion swimmer,
You’ve got to take some risks
And move out into the water.”
For sports buffs, she compared advertising proficiency with former Chicago Bulls’ Michael Jordon’s basketball “dunk moments.” Known for his prowess on the court, Jordan was often quoted regarding his pure passion for the game.
“When you become superior at something, the money will come,” says Carol. She encouraged the audience to work hard and most of all, have patience. “Leadership requires more than degrees and technical skills. You must have principles to guide your adventure. Know that our achievements are shaped by the terrain of our lives; always strive to be honorable.”
Carol reveals, “In retrospect, I’ve had a ball during my adventure in advertising. Most importantly, I understand common people can reach uncommon goals by moving beyond boundaries and mastering the art of teamwork.”
And, Carol says, “When the world gives you reasons to quit—stay optimistic!”
Peppering her comments with historical references (always the ad woman), she pointed out that fellow Illinois native Abraham Lincoln lost 12 elections on the road to ultimately winning the Presidency.
Her advice: “Keep taking that shot, every chance you get. Dare to be yourself, even in the face of adversity.”
“Don’t let this Armani suit fool you,” said the daughter of a Dad who completed third grade and a Mom who finished high school. “I am an African American woman. I am Kissey … traveling the Underground Railroad.”
To thunderous applause, Carol said, “My $350 million agency is my own personal ‘Up from Slavery’ success story. It’s my badge. I’m bad and I know it! Never let the media use your history against you!”
And, she compels all to develop confidence and “earn the freedom to think and see your ideas impact people.”
Maintaining a youthful spirit, inquisitive nature and passion for Peter Pan, Winnie the Pooh and Star Trek anecdotes, she encourages the future advertising leaders to put messages in terms audiences can easily understand.
Thanks in large part to Carol H. Williams, we can now explore new worlds and new civilizations, a la Star Trek.
I’ve heard a lot of advertising and marketing “talk” during more than 25 years in the business. But everyone doesn’t have a message. As a seasoned professional, I was inspired by her presentation.
Carol’s message resonated with my experience in the industry. And, it motivated me to set in motion an exciting chain of events to take my business and teaching contributions to the next level!
