You might know Karen Albritton as president of communications agency Capstrat, or as current president of the Triangle AMA.

But did you also know:

• the public health benefits from her most memorable project?
• what she sees as the top future trends in marketing?
• the open-ended question she asks every job candidate?

I interviewed Karen earlier this month via email. For more insights, follow her on Twitter or read her articles in the Capstrat blog.

Karen Albritton

President at Capstrat in Raleigh, NC
More info: @kalbritton, LinkedIn, Capstrat.com, and TriangleAMA.org

Marketing Trends: Past, Present, and Future

Since she started in marketing 26 years ago, I asked Karen about the biggest changes she’s seen:

“First, is the pace of our industry. In 1984 we weren’t using email and we were only beginning to use personal computers. In fact, we weren’t even using fax machines. Today our work happens much more rapidly. That creates opportunities to do more, collaborate more, and respond more quickly. It also means less time for reflection and for the craft of our business. But, there’s no use lamenting the change, because it’s here to stay. We have to adapt.

“Then an obvious change is technology. When I started out, there was debate over whether a fourth television network (Fox) would ever be able to compete with the Big 3. Look what’s happened since. Marketers need to remember new technology will continue to change our industry.

“More important than the changes are the things that stay the same. The importance of marketing in fueling business. The need to connect with consumers on an emotional level. The opportunities to use marketing not only to sell products but to change attitudes and behavior.”

I asked what she reads, follows, or attends to keep up with the latest trends. Karen replied:

“First, the folks around me are great sources of the latest information. My colleagues at Capstrat — along with my two teenage daughters — are great sources for trend information.

For business, the best sources for me are publications such as Bloomberg BusinessWeek, Fortune, Harvard Business Review, and occasionally their podcasts. I also attend industry events and read industry newsletters and trade magazines.

For general trends and topics, I get a lot of information from Twitter, along with mass media like CNN and Time.”

As she finishes her term as president of the Triangle chapter of the American Marketing Association, I asked Karen what she sees as some of the biggest marketing trends in the next 5-10 years. She highlighted three points:

“Global. Marketers will have to understand and react to the world economy, global cultures, and shifting markets. There are some marketers who are doing that today, but most aren’t.

Mobile. Where information and marketing content is consumed will present new opportunities and challenges for marketers and for media channels.

Demographics. We still have to work our way through the retirement of the Baby Boomers, at least those who plan to or are able financially to retire. When I’m asked to describe Boomers, I always say “acquisitive.” As this workforce ages out of the workplace, look for the workplace to change, along with attitudes about work and money, and potentially about consumption.”

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Running the Company

With her role as President of Capstrat, I asked Karen how she’d describe her position, and how she got to where she is today, after graduating from UNC‘s journalism program in 1984:

“I oversee day-to-day operations at Capstrat. Essentially that means I need to make sure we have the team and resources in place to do whatever needs to get done for our clients and our agency to be successful. We have an incredible team at Capstrat and that’s what makes my job great.

“My career has far exceeded my expectations, so I’m not entirely sure how I got here. I believe it’s because I’ve been blessed with a number of mentors and coworkers who have taught me so much and continue to teach me.”

On her LinkedIn profile, one of her former employees (Andy Sumlin, while they were at FGI) noted, “Even to this day, sometimes I pause and ask myself, ‘How would Karen approach this situation?’”

That’s quite a compliment. I asked Karen what she thinks he was getting at:

“Oh heavens. Maybe he was saying that he’d do the opposite of what I’d do!

“Seriously though, what I think that really means is that Andy is asking what my mentors would do — people like Janice Hunter, Rick Myracle, Bob Doherty, James Protzman, Ken Eudy. Because those people are the source of all of whatever knowledge I was able to share with Andy. (BTW, Andy is an extremely bright and talented marketer and media expert in his own right.)”

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At Work

Looking back, I asked Karen about her most memorable project. She said:

“My most memorable project is the work Capstrat and the Health and Wellness Trust Fund have done over the past seven years to help convince teens not to use tobacco.

“When we started, not surprisingly, tobacco-use rates among North Carolina teens were above the national average. We had to develop communications that would not only be effective with teens but would also be mindful of the rich tobacco heritage of the state.

“Today, thanks to the work of the Health and Wellness Trust fund grantees and the advertising campaign, teen tobacco-use rates are now at historic lows — even below the national average.”

I asked whom she admired in business or elsewhere. Karen replied:

“One group of people I am in awe of currently is the new parents at Capstrat. We are in the midst of a baby boom here. I believe we will have had eight new babies in about a nine month period.

“These parents — men and women — continue to be major contributors to our clients while adapting to tremendous personal change and responsibility. I think and hope they’re doing a better job at balance than my generation did.“

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Career Advice

When she’s hiring at Capstrat, I asked Karen what question she asks every candidate, and why. She replied:

“I ask every prospective job candidate what they want to ask me. What someone asks says a lot about them.”

I asked Karen about her advice to people who are early in their marketing careers. She advised:

“Pace yourself. You have a long career and you cannot possibly know where the industry or your career will take you. Work hard at basic core skills and diversify your experience so you can prepare for an ever-changing landscape.”

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Outside of Work

I asked Karen what she does for fun outside of work. She said:

“Well, first, my work is fun. One of the best things about my job is that it affords me the opportunity to participate in organizations like the Triangle AMA, Wake Education Partnership, NCBIO, and others.

“Personally, I love spending time with my family. I enjoy volunteering at church. I like to read, cook, go to the beach.”

I asked Karen what most people might not know about her. She said, “I have the equivalent of a high school diploma in piano.”

Wrapping up, I asked Karen if she had anything else to share. She said:

“The Triangle has a great community of marketers. I feel blessed to be a part of it!”

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Conclusion

Thanks for sharing your career advice and marketing insights, Karen — it’s great to learn from your 26 years of experience!

This is the ninth in my series of interviews with marketing experts and business leaders, in North Carolina and beyond. If you know someone I should speak with, let me know and I may be able to feature them in a future profile.

Photo courtesy of Karen Albritton

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4. Keep Testing, and other online marketing lessons from Dan London
5. Creating ‘Durham’s own little DisneyWorld,’ and other baseball marketing lessons from Matt DeMargel at the Durham Bulls

Tagged as: career advice, customers, interview, management, marketing, research triangle, trends