Advertisers at Work by Tracy Tuten

Author:Tracy Tuten
Language: eng
Format: epub, pdf
Publisher: APress
Published: 2012-05-10T16:00:00+00:00

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1David Oakley here is referring to the fact that I did an initial interview and on the “save,” my computer crashed and I lost it all. I had to ask him to do the whole thing again. He graciously agreed.

2Wiley, 2003.

3David’s blog, Stories of the Oak, is at www.davidoakley.com.

CHAPTER 10

Anne Bologna

Managing Director

MDC Partners

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Anne Bologna serves as managing director of MDC Partners (www.mdc-partners.com), a holding company that contains several advertising agencies, including Crispin, Porter, & Bogusky. Prior to joining MDC Partners, Bologna was the managing director for Cramer-Krasselt’s New York office. Between 2005 and 2010, she was founding partner and CEO of the independent agency, Toy. Over its nearly five-year run, Toy New York garnered numerous industry accolades and attracted clients such as Amazon, Budweiser, Virgin Mobile, Macy’s, and Google. One of the agency’s most celebrated campaigns, “Elf Yourself” for OfficeMax, achieved unique notoriety when it spread virally to over 200 million people in less than six weeks.

Prior to that, Bologna spent much of her 25 years in the advertising business at Fallon; first as director of strategic planning for its Minneapolis office and later as president of the New York office, where she nearly doubled the agency’s billings and transformed the outpost into one of the top ten most awarded agencies in the world. During that time, she contributed pioneering thinking to a number of global brands, creating the “brand bible” that gave focus to Starbucks in the late 1990s and helping develop the global brand strategy for Citibank’s award-winning “Live Richly” campaign, considered the most successful in Citibank’s history.

In 2008, Advertising Age named Anne Bologna a “Woman to Watch.” She is a guest lecturer at Columbia University and one of an elite group of industry leaders who co-authored the book The 22 Irrefutable Laws of Advertising and When to Violate Them (Wiley, 2006). In 2009, Bologna received the “Changing the Game Award”—an honor given by Adweek and Advertising Women of New York to honor women who’ve reinvented their businesses to meet today’s challenges. She’s happily married to her college sweetheart and has one son, who lives in Brooklyn.

Tracy Tuten: Let’s begin today with how your career evolved. Did you grow up wanting to work in advertising

Anne Bologna: So, the thirty thousand–foot view of my career? It is not an exaggeration to say I am probably one of those limited number of people who have a blessed career. I’ve only worked in four agencies, one of which was my own, before starting at MDC Partners, and all of those agencies were sort of at the peak of their life stage when I was there, which was purely a coincidence, of course.

First of all, I was a television reporter right out of college, but it wasn’t my calling and so I got into advertising by having dropped out of the reporter business. I went back to my alma mater and took these interest inventory tests, and all signs pointed to advertising, which was not at all anything I had ever considered.

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