Sioux Falls Business Journal: “What’s in a name…or title?”
The Sioux Falls Business Journal recently featured Deep Bench and fellow Sioux Falls advertising company ADwërks in a story on marketing and advertising businesses that use creative job titles to help differentiate themselves from the typical “agency” titles. As Head Coach Hugh Weber put it, “It makes it clear from the moment they get my business card or read an e-mail that we do things differently than a standard organization.”
To read the full story at the Sioux Falls Business Journal, click here, or read it below.
What’s in a name … or title?
Labels convey unique business approaches
“That which we call a rose by any other name would smell as sweet.”
Some local professionals put a spin on Shakespeare’s theory of identity. Would a rose with a better name smell even sweeter?
With the variety of titles out there now, LeisureSuits went to the roses themselves to find out if their unique labels sweeten their performance.
Jim Mathis is principal and certified advertologist at Adwerks Inc. Actually, he’s the “world’s only certified advertologist.”
How did he attain such distinction?
“You just make up a name that sounds like fun,” he said. “So the certification process – I joke that it just happened over cocktails.”
But there is a point.
“The big thing is just that we don’t take ourselves too seriously and we’re not afraid to have a little fun with our jobs,” Mathis said.
In the Adwerks office, there’s also a director of legume enumeration (bean counter), congruence coordinator (traffic and projects manager) and ambassador of media logistics (media director), among others.
At Deep Bench Strategies, Hugh Weber is president and head coach.
Rather than hiring standard positions, his advertising company relies on freelancers, Weber said.
“They’re by no means my staff, they’re free agents. So I get to be a bit of a talent scout and cheerleader, but that doesn’t fit on the business card,” he said.
It also sends a message to clients.
“It makes it clear from the moment they get my business card or read an e-mail that we do things differently than a standard organization.”
Also at Deep Bench, the offensive coordinator handles operations and project management, and the special teams coordinator handles creative freelancers.