Delta Sky Magazine - July 2010 - "Mad Men" Issue

Power joined ArnoldNYC in 2005 and has helped build iconic brands such as Hershey’s, Lee Jeans, Gillette, L’Oréal, Duracell, American Express and Pizza Hut. During her 20-plus-year career, she’s worked at McCann, BBDO and O&M, among others, but says she is thankful every day for the entrepreneurial idea-driven culture of Arnold. She is originally from Chicago and moved to New York (15 years ago), thinking it would just be a short-term stop.

How do brands successfully stand out?

By exhibiting confidence, which many brands seem to have lost these days. Don’t try to manufacture coolness or try to be hip; consumers can see through that. Just be true to who you are, understand your DNA and make it relevant to people today. This was the formula for the success behind our Reese’s campaign. We knew that consumers loved the product the way it was and that we needed to capture the simple brand essence of chocolate, peanut butter, orange, two cups. The solution? “Reese’s Perfect,” a campaign that treats the product as the icon it is, and gives Reese’s a bold leadership voice that elevates it from the rest of the candy in the category.

Do clients these days expect bold new ideas?

Companies want ideas that will generate results, no matter the medium. Sometimes that means turning category conventions upside down. Other times that means just telling your story in a more meaningful way and finding new ways to connect to consumers. Either way, it’s essential to have a point of view that puts a stake in the ground and breaks through the clutter.

What’s the best possible reaction you can hope for from a consumer to a message?

Obviously, we want people to be inspired to go try and buy the product we’re marketing. But often just a “Wow, I didn’t realize that” can be just as effective for a brand that is a bit outdated. Or “That brand really understands me!” is a great reaction for a brand that is trying to connect with consumers, both emotionally and rationally. 

How far have we come from the male-dominated days of Mad Men?

While there still is a lot of testosterone at the top of many organizations, advertising has really become a female industry. Many companies, like mine, have women in leadership positions. And lots of the emerging talent across many disciplines are women. It’s not unusual these days for the women to outnumber the men. Girl power!