The 4A’s is committed to sharing the insights of industry leaders. In this edition of our “5 Questions” series, we hear from Andre Gaccetta, CEO of G7 Entertainment Marketing in Nashville, a Project Worldwide agency.
What’s the biggest challenge or opportunity facing the ad industry right now?
It certainly feels like our marketplace is getting more and more competitive and specialty shops are popping up claiming an expertise in music, sports and entertainment. It’s easy to get lost in the noise of so many people claiming to understand a complex industry with so many players, but good work — and especially good people — always rise to the top. The great opportunity I see, borrowing a phrase from an old friend, is to “find a hole and fill it” — create a niche and perspective that G7 can own as an authoritative voice and do everything in our power to super-serve that.
What is the single most significant change you need to make in your agency in the next 12 months?
I believe we have a very unique value proposition and perspective in our FAN-FIRST approach to building exceptional campaigns and experiences on behalf of a brand. We need to spend the next 12-24 months continually proving that practice and establishing ourselves in the market as a trusted, reliable, creative, connected and savvy partner for Strategy, Talent and Activation in the entertainment marketing space.
What products, services and unique skills do ad agencies offer that guarantee the industry’s survival for another 100 years?
As an industry, we have the benefit of a well-trained eye and disciplined practice of identifying and communicating trends and truths about consumer behavior, pop culture and lifestyle. As brands desire to become more relevant inside the cultural conversation, our industry’s insight, experience and creative mindset/culture/practice will be our saving grace and allow for our long-term survival.
What attributes do you look for in your next generation of leaders and managers?
We are not the kind of agency who tramples on our enemies and says there’s no room for healthy competition. We prefer to come alongside our competitors and find ways to work together when there’s a shared expertise. That requires a certain level of confidence and humility that can be hard to find. We desire sharp, creative thinkers who can weave a common thread of strategy across all of our offerings and feel comfortable communicating that in a team environment, but feeling empowered to be entrepreneurial at the same time. We want a diverse workforce that reflects the culture in which we live and, to a certain degree, the clients that we represent. We want leaders who value the healthy balance and love the work.
If you weren’t working in advertising, what would you be doing as a career?
My career started in Major League Baseball, where I enjoyed being around the diversity and excitement of professional sport. I think if I would have chosen to stay with the Cincinnati Reds, my career path would have likely steered me to the sales, marketing or event operations side of the sports biz.
This post originally appeared on the 4A’s. Read it here.