By: Griffin Platto
Our reverse agency tour was a great success! Rob McCarty, Natalie Topalian, and Zach Guy displayed industry life right from our very classroom seats! From giving a peek into their development process to explaining responsibilities of their position, their “tour” was a welcomed and distinct glimpse inside agency life in Grand Rapids.
The discussion brought clarity into the meticulous method of generating, ideating, and evaluating an advertising campaign. Without addressing their unique perspective at fulfilling a client’s goal, what I will share is an insight— each role is crucial. Collaboration, trust, and accountability between roles is key to the success or failure of a campaign. Like Jenga, if one partner places a brick incorrectly, the structure tumbles to the ground. A campaign is only as strong as the roles that produce it.
With ideation comes stress— Natalie and Zach suggest solutions for the imminent struggle with concepting. Natalie recommends taking a walk around the area or listening to podcasts, while Zach listens to music to relieve stress! Discover your stress reliever before you’re drowning in tasks to do!
The Image Shoppe is the first advertising agency in Michigan to become B Corporation certified. From the B Corporation website, B Corporations are businesses that, “. . . meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose. B Corps are accelerating a global culture shift to redefine success in business and build a more inclusive and sustainable economy” (About B Corps). Existing in this industry is not just about being profitable but impactful. An influential agency like the Image Shoppe has set a precedent for others to strive towards, and we’re proud to have a social and environmentally conscious agency in our area.
We thank the Image Shoppe for guiding us through their agency and all the great things they do there!
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