"When I started to look for a job in advertising, none of the agencies would hire me," said Gross. "They said I did not have enough experience. I pointed out to them that I had promoted our college rock-'n'-roll band, The Invictas." However, Gross was out of luck. "They would not hire me, so I started my own agency."
Gross' company, Herb Gross & Co., Inc., located in Charlotte, NC, began in 1970 as Nice Day Productions. "I produced a campaign known as "Have a Nice Day." It was a campaign designed to get people to be nice and greet one another in a fun way. [After all], it was 1970."
Today, Herb Gross & Co., Inc. still focuses on being nice but while using multimedia campaigns that include direct-response TV, bill inserts, music production, and radio. And while Gross enjoys creating each campaign, he also thrives on feedback. "I like hearing the response to the campaign," he said. "Did we hit the goals, how many calls were received, etcetera?"
And Gross should know successful. Having worked with top clients such as Kodak, Xerox, Sealy, and Thompson Garage Doors, Gross has won numerous awards for his natural-born advertising abilities, including a Worldfest Houston TV Award, a London International Award, Pica Award, and Telly Award, to name a few.
|
As for the ever-evolving TiVo, Gross foresees the Internet and TiVo becoming one. "The major TV networks will continue to lose share, but they are involved in Internet advertising. The key is for viewers to be able to watch quality TV on their computer."
So what can future advertising students look forward to? Gross tells it like it is. "Don't expect big bucks when you first start and be willing to do whatever the job requires. You must gain experience."
