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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
9. Creative Strategy:
Implementation and
Evaluation
CAREER PROFILE
Louise Stix
Manager of Corporate Communications
and Creative Services, Savin Corporation
I graduated from Lake Forest College in Illinois with a
degree in Art History. My first position out of college
was as an Assistant Curator of the art collection at
First Chicago Corporation, a large bank, where I
observed many aspects of business and decided that a
career in marketing was preferable to that of a
museum curator. I first learned consumer package
goods marketing disciplines as a
product manager at American Can
and then at Cadbury Schweppes.
However, the allure of the advertising
business was too great to resist
and my experience as a brand manager
was attractive to agencies like
BBDO who were looking for this
type of experience in their account
management personnel. As an
account executive at BBDO, New
York, I worked on major brands such
as GE Lighting, Black & Decker
DustBuster, Wisk and others. While
there I learned about advertising
strategy, creative development and
production. My expertise was
attractive to public relations firms
with package goods clients and I
decided to round out my expertise
by joining a PR firm where I worked
on Colgate Oral Care products.
I returned to the corporate side
in my present position at Savin Corporation
where I draw on all of my
experience in marketing, advertising
and public relations to run the
equivalent of a communications
agency within a company. My
department is responsible for most
of the internal and external communications
for Savin, and our primary
focus is developing and implementing
integrated marketing communications
programs. We handle
Savin’s public relations, websites, e-communications,
print and electronic product collateral, and, of course,
advertising. This is where the fun comes in. It is exciting
to see creative ideas come to life and to take something
from an idea to execution in the marketplace
and see how it works.
“It is exciting to see
creative ideas
come to life and to
take something
from an idea to
execution in the
marketplace and
see how it works.”
© The McGraw−Hill
Companies, 2003
I work with copywriters, art directors, web designers,
producers, printers, designers, photographers and
other communication specialists. I also work closely
with Savin’s top management and our agency to
develop a strategic communications plan that we can
execute across many of the customer touch-points
that are available. We extend our marketing communication
strategy includes beyond
advertising to our web site, direct
marketing, electronic mail and
other collateral.
My career has been evolutionary
in terms of the areas I have worked
in, what I have learned, and what has
taken place in communications the
past 25 years. Every day brings new
challenges and opportunities. It is
important to be adaptable and
never stop learning. When I began
working in advertising, network
television, magazines, newspapers,
radio and out-of-home were the
media options. All of the cable TV
networks, different radio formats,
the 11,000+ magazines, the Internet,
and digital technology did not exist.
Who could have ever imagined that
the television commercials for
Savin’s new “Think Inside the Box”
campaign could be produced
entirely through computer technology
and that the only “shoot” we
had was a one-hour digital session
to film the machine in the closing
frames! The myriad of media
options now available require creative
thinking and a well-planned
IMC program if a company wants to
communicate effectively.
In addition to working at Savin, I
am also an adjunct professor at
Norwalk Community College where I
teach Principles of Advertising and Introduction to
Business. I am in the unique position of being able to
“practice what I preach” and “preach what I practice.” I
don’t think there is a more interesting and dynamic
field in which to work and teach. I hope you all have the
opportunity to enjoy it as much as I have.