My Biggest Lesson: Kerry Krasts

Hi. I’m Ms. Nobody, who are you? I’ve been working in advertising since I first got out of college — enough years to know a few things. You’ve probably seen quite a few of the ads I’m associated with. Two have played during Super Bowls, the rest have healthy media buys and big enough celebs, catchy songs or funny animals to catch attention. Some have played in Times Square. Maybe you looked up? My point is that I have had and continue to have a wonderful career. I love what I do: being creative all day with awesome people, solving new problems, facing new challenges. No one day is like the next. My clients value my counsel and trust my creative instincts. It’s the best. But I’m basically a nobody in this industry. And that’s OK with me. 

This industry is filled with a whole lot of nobodies working hard, doing the work, selling really fun, savvy creative ideas — usually to clients who don’t even want them. Our clients aren’t Nike. Or Google. Or Liquid Death. They are the littler guys with smaller budgets, or the big guys with way more fear of being bold. But good work is getting sold and produced every day for these clients. Smart work that hits emotionally, doesn’t insult the viewer and that builds on some really nice insights. It’s not winning Lions, and it probably never will. But it still matters. And it’s still incredibly rewarding. 

This industry is filled with a bunch of hardworking, talented and completely anonymous people. Talent can be found in the most unexpected places. It lives in every agency, at every level. As a CD and ECD, I’ve experienced great joy in seeking out that talent and giving it opportunities to shine, and to have a rich, fulfilling career. 

So, I wanted to take an opportunity to give all of us nobodies a big shoutout. If you are doing an honest day’s (and night’s and morning’s) work, putting your heart into what you do, endlessly crafting the ideas you sell. If you are sweating the details and staying honest with yourself about the quality of the work you’re putting out there — you are not an impostor in this industry. You still may be a nobody. But if you are, you’re in great company. Enjoy every second of it. And never underestimate what you can do.