By Colleen D’Amico, VP of Sales, AgencySource
Looking back on my 30 years in the advertising industry, the landscape has transformed in ways I could have never imagined. From the ’90s to 2008, advertising was a booming business—money flowed freely, and the concept of cost consultants was practically non-existent. Clients seemed to be printing cash, and I was just an outsider, observing and learning who was who and what they were working on. The fees we charged back then? Unthinkable today. We commanded five, sometimes ten times what we could now.
Advertising hasn’t just changed—it’s done multiple 360-degree spins since the ’90s. Back when I started, the industry was limited to broadcast and print, with only three major networks dominating the scene. Then HBO shook up the cable game. In the beginning, there were only about 600 directors, which later grew to 1,000. Today, AgencySource.tv’s database includes over 1,800 companies and thousands of directors, making the industry more competitive than ever.
I got my leg up in advertising thanks to Pamela Maythenyi, my ex-employer and former BBDO agency producer. I started working for her in 1994 working nights, selling floppy disks of production companies to the advertising industry. In the early 2000s, our 411 call-in service for agencies moved online. We were revolutionary in bringing creative work, spots, and credits online for the industry.
Before Google, all research was manual, and our contacts lived in Rolodexes. I spent my days making calls and sending emails, then faxed all night. When we moved online, we digitized commercial data in much the same way we have now at AgencySource.tv. Today, we maintain the most accurate online directory of ad agencies, production companies, and direct-to-brand contacts. My boss, Ross MacRae, and former boss Pamela, are cut from the same cloth—true pioneers who instinctively knew what the industry needed and when it needed it.
As a woman who has spent years in the backseat of advertising, I want to see more women taking the driver’s seat—more women directors, creative directors, production company owners, and CEOs. Move over, guys—we’re coming for you, in droves. Monica Badge is one such trailblazer, recently launching FUTURA COLLECTIVE, a name that says it all. The future is female, and the numbers back it up—women already own more real estate than men. Our takeover is inevitable.
When I was new to the industry, I thought I’d last six weeks; there were too many egos to navigate. But to my surprise, the industry is as real as rain. Some of my best friends in life come from this business. To newcomers, my advice is simple: knowledge is power. Memorize names, read every industry publication, attend every event, and never miss an opportunity to meet and greet. I was fortunate to meet the best reps in the business early on, and they introduced me to the right people at the right time. One day at a time, I built a client list that I’m incredibly proud of.
The truth is, I love this business, and I’m beyond thrilled to be a part of it, even if it’s from the backseat. Here’s to the next chapter of advertising and all the incredible changes yet to come.
