Industry Profile: Jeffrey Levine, President/Creative Director

Jeffrey Levine wears many hats at his agency Jeffrey Alec Communications in Los Angeles. Now he shares his secrets of starting his own agency and what he looks for in potential employees in this industry profile.

When did you decide to start your own advertising agency and how did you go about it?

I decided to go into my own agency after managing and working for an in house advertising and marketing department in the fashion industry. I wanted to be more creative. When you work on the client side sometimes they don't want to take creative risks or spend the appropriate budget to make an impact.

As President of Jeffrey Alec Communications, what are some of your duties?

Directs and coordinates activities of the organization in accordance with identified company goals to obtain optimum efficiency, economy of operations, and maximize profits.

What's a typical day at your agency like for you?

My typical day is being responsible for the overall supervision of the agency's creative product, both design and copy.

The CD interfaces between the client, the Account Executive and the Creative Department. The CD is responsible for taking the strategic marketing plan that has been developed and interpreting it into 'the big idea.'

I assign all creative projects within the agency staff and choose which freelancers will work on which creative assignments. I approve all creative work before it is presented to the client.

What types of advertising/public relations services does your agency offer?

The Creative Services we provide are Annual Reports, Advertising, (Print Broadcast), Branding, Collateral, Direct Mail, Display Design, Event Marketing, Interactive Design, Logo Design, Packaging, and Web Site Design.

The Strategy Services we provide are Market Intelligence, Target Analysis, Qualitative Research, Media Planning, Public Relations, and Product Naming

How do you advise a client who thinks they know what they want but you know it's not the best approach for them?

I think the best way to approach this is to show the client what they want and what you want and explain to them the strategic reasoning of your approach. Clients love data that makes the case with a creative solution so it looks like they have done their homework. Most of the time this works.

Of the many ad campaigns you've worked on, which one are you most proud of and why?

Over the past 17 years we have worked on so many that have made me proud. I am really most proud when a campaign is complete and the client is having success and we get referral from them. That makes me very proud.

How has the Internet changed the way you do business?

The Internet has become basic life tool for the agency. With collaborative software, online proofing, email, intranets, web site and a wide array of media planning and buying services available online, agencies are finding it easier than ever to compete with the big agencies on a national playing field.

What qualities do you look for in a potential employee for your agency?

I look for individuals who have Life Experience, Common sense and at least Three to Five Years of Work Experience.

also look for someone who has Flexibility and adaptability as things always change in the advertising business.

What's your advice to those just starting out in the business?

Network and meet a lot of people. Get involved and get noticed through trade organizations and Chamber of Commerce. Try to get as much personal PR on yourself as you can. And don't give up!