Freshly graduated from college, Lindsey Kollross, now 33, landed a temporary position at the digital media company, Starcom. After a 48-hour crash course in the workings of the digital world, Lindsey was left to her own devices (metaphorically speaking, of course—iPhone aside). Though the quick-paced environment of a digital media group may have been daunting at first, Lindsey stuck with it and grew her career from temp to Senior Vice President of Media at Ignited.
Lindsey’s passion for all things digital emerged unexpectedly along her career path, as she came to know her colleagues, perfected her craft and earned respect from her bosses. The close-knit community Lindsey found at Ignited now provides a positive, fun environment that detracts from the sense of competition so often found in the digital media field. We felt right at home (and we’re not just saying that!) as Lindsey guided us through the lively Ignited office.
Whether or not you know where your career is headed, Lindsey’s story shows that keeping all options open means you can go virtually anywhere. Especially in the world of digital media where things are constantly changing, positive connections are key to moving on up.
Her Starting Point
What was your first post-college job? Where did you go from there?
My Media Law professor in college recommended that I interview with Starcom in Chicago. I did, upon his recommendation, and ended up working there just shy of four years. I started in a temporary position until Starcom placed me, at random, in the digital media group and I never left.
How did you come to work at Ignited? What do you love most about the company?
I came to Ignited because I wanted to work with my previous boss, Jackie Stasi. She and I knew each other socially and had a lot in common regarding views on work and working. She had a stellar reputation as a manager and a leader, so I made the switch to Ignited to work with her.
I like that Ignited is independently owned and operated, and that it’s a small, tight-knit community of people. Since it’s a full-service ad agency there are a lot of personalities, artists, musicians and really interesting, well-rounded people interacting with each other all of the time.
How did you learn the ins and outs of digital media? What type of digital training would you recommend to aspiring marketers?
I majored in liberal arts in college, so I graduated with the expectation that I would have a lot to learn on the job. I was very lucky to land at Starcom. When I came through, they had the best training program in the business. It was a media bootcamp with thirty other people, all who immediately became your best friends in the business. Some of them are still very close friends today.
Unfortunately, when I started, digital was just sort of becoming a thing that forward-thinking brands could do. My first boss was amazing, and took me on a 48-hour crash course of all things digital. He laid the foundation and I was expected to take it from there. I’m still learning about digital every day and, I think to survive in the business, everyone has to feel that way.
Her Big Break
Was there a particular moment when you felt like your career was turning the corner towards success?
There have been a lot of little moments that made my career. Getting my first job was a big break. I have been beyond fortunate to work with many wonderful bosses and advocates who have helped to push my career forward, and who made sure I was recognized for the work that I did. That is the best thing a boss can do for their employees—support them and advocate for them when they succeed.
Tell us about the daily job and responsibilities of an Account Manager.
I oversee a team of 50+ people, so my day involves lots of meetings and talking through ideas and issues. I usually start by checking email at 6:00 a.m. to make sure that the office in New York is off to a good start, and to trouble-shoot anything early before the day really gets underway. Once I get into work I have a series of scheduled meetings that vary from a status update with an Associate Director, to developing a new campaign, or meeting with a sales partner. Each day is a surprise, so it’s not uncommon for the entire day’s priorities to shift based on a piece of news from one client or another.
I’m also part of the agency senior leadership team, so my responsibilities there involve pitching new business, rolling out agency initiatives or providing a state of the business to the other SVPs, the COO and the President of the company.
I’ll head home around 7:00 or 8:00 p.m. and have dinner, possibly getting back online in the evening to check that everything is set for the next day before heading to bed!
Digital media is an evolving space filled with a never-ending learning curve. How do you stay on top of new trends and technologies?
It’s true! It is genuinely difficult to stay abreast of all the new developments in digital. I rely on a lot of news sources and professional friends to keep me informed. There are industry publications, like Mediapost and AdAge, as well as news aggregators, like Mashable and news.me. I also scan Twitter feeds whenever I’m waiting in line or for a friend. I have a large network of friends in the industry that keep me challenged and on my game—swapping new partners and developments in conversation is almost second nature.
How does Ignited set itself apart from other agencies? What are the pros and cons of working at an agency (vs. in-house)?
The agency business is very competitive; the best way to set an agency apart is the people. The human capital defines the culture the agency projects and the thinking that an agency provides. The people at Ignited are very entrepreneurial and can-do—there is a spirit that we will overcome any challenge together and we can make anything happen.
The sense of camaraderie and team spirit is a huge benefit to working at an agency! It’s a very team-oriented environment. Also, if the agency has a lot of brands they represent, there is the opportunity to shift between clients and learn new businesses, brands and industry verticals. It definitely keeps work interesting and fresh—it’s a new job every time you learn a new client. On the other side, being in client service means that your schedule is not your own. You are responsible for thinking ahead about the industry and simultaneously reacting to day-to-day requests. It’s a challenging balancing act, and a good exercise in stress management. Keeping perspective and staying even-keeled, no matter what comes up, is something I have to remind myself every day.
Her Perspective
One of the biggest game-changers in brand strategy is the emergence of digital. Where do you look for creative inspiration? Is it ever difficult to combine the necessary creative and tech components of an idea into one campaign?
We have on-going conversations with our sales partners about what is new on their sites and keep watch on what our competitors and other advertisers are doing, both in the U.S. and abroad. It also helps to work with really smart people who like what they are working on and are genuinely interested in the space.
How do you help clients build their brand? Can you tell us about a recent client success story?
Entertainment brands are unique in that they have a very short shelf life. We are tasked with building love and affinity for a movie, a TV show or a DVD or video game very quickly and translating that connection to an action (seeing the film opening weekend, watching the premiere episode of the show, buying the DVD or video game the day it comes out in stores). It’s amazing how much effort goes into one day!
It’s our job to make recommendations and provide education on how our clients can spend their budgets most effectively and efficiently. How can we build that affinity quickly and deeply, and get the best return on our investment possible? We do our best to answer those kinds of questions every day.
What skills are essential for a career in digital media? Do you think having an industry niche is important?
A good attitude is the best asset that you can have in a business that is constantly changing. Being curious and flexible, recognizing that change is a good thing and having strong communication skills are all qualities we look for in an entry-level employee.
Some people place an importance on specializing in one industry vertical or another, like automotive or entertainment. However, I think a wide breadth of experience is better preparation for any kind of request, especially as the industry evolves so quickly—we’re seeing priorities from one vertical become more important in another that never used them before.
What is your favorite part of your job? What is the most challenging? Any parts you wish would change in the industry?
My favorite part of the job is the people! Advertising and marketing is filled with funny, fun-loving, curious, interesting, creative, crazy people. It’s an industry made for those with the Peter Pan syndrome.
I think the time frame in which we work in digital is the most challenging. Media is never “off” in digital, and theoretically anything can happen at any time. That is not human, that is a technology construct to which humans are now adapting—it’s difficult and we definitely haven’t figured it out. Asking someone to give up their weekend, or their vacation, or their sleep is a quandary that I face fairly often as a boss and a client service lead.
Digital is so customized and creative that it requires a shocking amount of manual labor. The amount of human time it takes to ideate, document and execute a digital plan is astounding. If I could wish for any change in the industry, it would be better automation and tools for planning, documenting and tracking our work.
Do you have a role model or mentor? What role have they played in your career?
I’ve had a number of really amazing bosses that I respect and aspire to be like. They’ve challenged me, called me out when I’ve not been my best and also been tremendous advocates for me.
I’ve always been promoted against my will because I have such big shoes to fill each time I’ve taken on one of their roles. Imagine taking on the job of a much beloved and respected leader—it’s really daunting! However, they’ve helped me become a respected leader through their example.
What’s next for you? How do you still want your career to evolve?
I just moved into my role as an SVP and I’m looking forward to growing in the more senior role, though I think after this I will divert my path. I’d love to move into academia and teach at the college level. There is a lack of digital education and there is a lot of opportunity to tap into changing consumer habits that will be intuitive to the generation growing up right now. It’s inspiring to think of all the creativity yet to come.
Many women find it hard to translate their passions into a successful and fruitful career. What advice would give to women who struggle with this? How were you able to find your happy medium?
I do recommend finding a mentor, or even someone that you like and respect, and ask them about their career path. Sometimes your passion translates to your career and sometimes your career becomes your passion. I would never have named digital media as a career for myself, but it’s a career in which I excel and I’m deeply invested from a personal and professional perspective.
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