The #32Under32 awards ceremony is less than two weeks away! We are highlighting the top sponsors who make all this possible. Olson is one of four Gold sponsors this year. Tanya Bennett, Executive Vice President, General Manager shares her national industry expertise.
Tell us a little about yourself and your career path with Olson.
I joined Olson this year, so I’m new to the agency and Minneapolis! I’ve spent most of my career working for multi-national agencies Leo Burnett, JWT and Razorfish, leading global food, health and beauty care brands for CPG clients like Kellogg, Kraft, P&G and Mars, and retail clients including Allstate and Hallmark. An avid explorer, I’ve been fortunate to live in Chicago, New York, London and Sydney.
What do you love about being a part of Olson?
It’s a breath of fresh air. Olson is full of highly creative people—in every discipline, not just the creative department. And truly one of the most embracing, high-integrity cultures I’ve ever been fortunate to join. Just a really great group of people to work alongside every day.
Why are people under 32 important to Olson?
Communications is changing so fast. We need the next generation to lead the charge with fresh eyes and new ideas to solve our clients’ business challenges. They keep us on our toes!
Can you give an example of how people under 32 are making waves in your company and the industry?
We are hiring more hybrid creatives who refuse to be tied to a single craft—they combine art direction, photography, web design, writing and filmmaking. They crack novel creative ideas in more fluid ways and keep up with the always-on world of social content that takes every possible form.
There are so many people under 32 creating the future—whether it’s Snapchat’s founder, countless social media influencers (forget the college fund, just prep your kids to build their own YouTube channel!), or a Duke student who recently built an artificial cloud-based brain to detect cancer—our world will never be the same.
What do you think, or what have you seen be the biggest hurdle for young people in the industry to overcome?
One of the best quotes about the ad (communications) business is “It’s a lifestyle, not a career.” People must have an unrelenting passion to find creative solutions to business problems, and be willing to do whatever it takes to get to great work for your clients and your agency. I think folks also need to love creativity in all its forms—design, writing, architecture, advertising, music, technology, media, pop culture—as you never know what will inspire the next big idea.
What would be your advice to young people in the ad community young in their careers with eyes on leadership positions down the road?
The best advice I’ve gotten (and there’s been a lot of great advice!) is that your career is a marathon, not a sprint. So yes, have passion, give it everything you’ve got … but also take some time to live the adventure, enjoy the people you meet and the places you travel. Because an inspired career is a big part of a life well-lived.
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