SmartTalk: Ellen Moore
COO of Carton Donofrio Partners
October 22, 2008
-
Email This Post
Print this article!
Digg
del.icio.us
Mahalo
StumbleUpon
YahooMyWeb
Ellen Moore recently assumed the position of chief operating officer for what has been recognized as the fastest-growing marketing communications agency in Baltimore — the same firm that earlier this year received 15 ADDY Awards from the Advertising Association of Baltimore and is behind the Maryland Science Center’s “Give Them Something Smarter To Do” campaign.
Moore, who joined Carton Donofrio Partners (CDP) in 2001 and is the first female member among three corporate officers, oversees agency organizational development, marketing, client service and strategy, and agency profitability. “In addition to servicing our clients, we need to proactively market our agency to leverage the growth we’ve seen recently,” says Moore. “As part of my new role, I will work to implement marketing programs that will highlight the talented individuals that have made this agency a success for more than 40 years.”
Moore previously served as a vice president and group account leader at CDP, and will continue to be the account leader for ClimaGuard (a product from Guardian Industries, the fourth-largest glass manufacturer in the world) and Calvert Investments (the 32nd-largest investment management firm in the country).
Q. What unique perspectives are you able to contribute as a corporate officer?
Moore: Prior to joining Carton Donofrio Partners, I was a brand manager at W.L. Gore & Associates, Inc. — the makers of Gore-Tex® fabric. As a result of my experience with Gore and at other leading retail companies, I have a keen understanding of the customer experience. I believe I’m able to offer a unique perspective in this regard. Having sat on the client side for many years, I have a different point of view than people who have spent most of their careers in the agency world.
Q. Do you feel you have a responsibility as a role model for other women within the company or the larger industry?
Moore: Absolutely. Having worked my way up in the male-dominated outdoor retail industry, I understand first-hand the complexities of being a female in a leadership position. I have a responsibility, especially at CDP, to help develop other female staff members. For example, I was recently speaking with a female employee in our creative department and I was urging her to speak up and voice her opinions during a meeting as she had several intelligent ideas to share. When things get chaotic, as they often do in a marketing agency, it’s easy to lose your voice. I try to be mindful of this on various levels and encourage our female staff (creative, account leaders alike) to make sure they contribute to the dialogue as they have valuable insights to share.
Q. Have you approached your career with a timetable in mind, and do you feel you’ve achieved what you’ve set out to do?
Moore: I aspire to do the best I can in the position I am in today. At the beginning of my career I didn’t get into outdoor retail to become a president of an outdoor retail company, but that’s the role I ended up in after working hard and capitalizing on opportunities as they evolved organically. Similarly, when I joined the advertising-agency world I didn’t go into it with a preconceived notion that I’d become chief operating officer some day. I try to do the best work possible, and in my experience, good work breeds opportunities.
Q. Are there any missteps you’ve made along the way that you would caution others against?
Moore: When I was president of an outdoor retail company many years ago, I miscalculated the cost of the bonus for the sales staff. The sales team exceeded their requirements and were expecting the bonus compensation I communicated. I was faced with a serious dilemma – do I pay out the bonus and scramble to adjust our other spending to compensate, or do I explain to employees that I made a mistake? Ultimately, I decided to pay the bonuses because at the end of the day you are only as good as your word.
Another important point to make here is that you only really learn something when you make a mistake. I’ve never made that mistake again.
Q. How have you seen the business culture change or evolve during the span of your career?
Moore: As a result of the Internet, a 24/7 news cycle and the global marketplace, the pace of business has increased tremendously over the past decade. It doesn’t matter if we’re working in the manufacturing or retail arenas, the speed with which work needs to be completed continues to be more and more intense. I often wonder how we’ll get even faster, which clients seem to desire continually.
Q. How do you want to make your mark at CDP and in the world of marketing communications?
Moore: I am quite passionate about the topics of value pricing and intellectual property — after all, we are in the business of creating ideas. The fee structure in our businesses continues to be fragmented and I’d like to explore structures that would alleviate some of the issues associated with a “pay-by-the-hour” approach. The pay-by-the-hour approach doesn’t serve clients or the agency well. Additionally, if an idea that was generated from our agency helps a client catapult their business, perhaps we should all benefit. This would change the paradigm of pricing for creative work and would impact the overall industry.
I’d also like to implement a new employee training program that would empower our employees and encourage personal and professional growth.
Q. What is your advice to women who may be at the point of earning a corporate officer’s position, but for some reason aren’t able to take that next step?
Moore: Ask for it. Don’t wait for someone to tap you on the shoulder, rather look for opportunities and create a scenario that enables you to make the most of the opportunity. If you feel you can do the job well, ask for it.
Q. What professional networking opportunities do you recommend women explore in this region?
Moore: To be honest, I have two young daughters at home and don’t necessarily have time for in-person, face-to-face networking. Fortunately for me, I’ve been able to tap many social networking sites (such as LinkedIn) to keep in touch with people and form important business relationships. I basically think we should network wherever we are. I network at church, at my book club, all the time.
Q. If you’ve seen the film “What Women Want,” how prevalent is the chauvinistic Mel Gibson character in the industry and how real are the hurdles Helen Hunt’s character has to overcome?
Moore: In my opinion, the hurdles encountered by Mel Gibson’s character are blown out of proportion and are more hyperbole than reality. I think the movie presented an extremist point of view. The truth of the matter is that Helen Hunt’s character struggled more to get her associates to understand the consumer’s point of view. The fact that it’s about men and women makes for a funny movie. But we have to understand the customer’s situation all the time.
Gingerbread - Sweet and Spicy Heaven
Easing Down I-95
Online Shopping Takes Off
Overcoming Holiday Overload
Tilghman’s Winter Tranquility
Petters, Ponzi & The Scheme Scene
Cool To Clip!
For Baby Boomer Women, Social Networking is Essential
The Mossy Greensward
Holiday Cheer
Allergy-Free Season’s Eatings