In Focus: Interview with Suzanne Groves, Exec. Director of Comms., PR & Marketing at Tarrant County College, US

There are numerous surveys and reports that reinforce one simple truth: people will work harder for recognition and appreciation than they will for incremental salary increases! Being recognized for excellence with Muse Creative Awards underscores to me AND my team that not only is our work effective for a higher education institution but that it is exceptional in comparison to companies in myriad other sectors across the U.S. and the world. Often, people in marketing/advertising/design are called to defend their work to people who believe that, because they are consumers, they have an informed opinion as to what constitutes “excellent” and “effective” (even as we are the experts). Awards like this validate that our expertise speaks for itself in the quality work we produce.

Our field has always been about “breaking through the clutter”. That was challenging 30 years ago and today, it’s gotten even crazier as every single individual is a media platform unto herself/himself (if he/she wants to be)! We are all innately egocentric and social media has only “fed the beast”. I think the creative industry will be challenged, in the next 5-10 years, to portray better and more relevant, moving stories that inspire action, and to figure out how to help individuals “see themselves” – quite literally – in the story used to sell the product, concept, service, opportunity. This may necessarily involve a mashup of evolved Virtual Reality and the old “You Are Here” type of schematic… not sure. But the creative would be customizable to the individual, by the individual, to result in an “experience”.

1. Great inspiration comes from the least likely places and when it gives me goosebumps, I know we’re on to something big. I can’t imagine that accountants have those same moments.2. Unlike other fields, where you want to annihilate the competitor, ours is an industry in which the rising tide really does lift all boats… that is, great work from one shop inspires even greater work from others.3. We actually get paid by people who don’t understand what we do or how we do it, and we know they secretly envy the fact that we get to have fun on the job but will never have to explain ourselves because “we’re creative”. ☺

I have always been inspired by Coco Chanel because she defied the norm, turned fashion on its head by using “common” materials to create “wearable fashion” and was known to be a true original… all the while, ignoring her detractors to follow her vision.

I advise anyone considering a career in our field to NOT study it as a trade but to approach it as an art. That means, taking a liberal arts approach to school and life, learning as much about as many things as possible. Travel, read, explore… soak up everything imaginable because it will all be there as material upon which you can draw. Secondly, do what you can to NOT specialize early in your career… acquire as much experience in various areas under the “creative” umbrella so that you can be more relevant and effective over the course of your career.

People-watching and eavesdropping wherever and whenever possible! Put down your phone and just watch and listen. It’s amazing what you will learn that can be put to good use in telling a great story… which is the heart and soul of groundbreaking creative.

I have thought about this question for 30 minutes now and I’m sad to say that, as an off-the-charts extrovert, I’m also an open book. And a bit of a Chatty Cathy.

A sense of humor is, I think, the most critically important life skill one can have and especially in our business. Things are going to blow up… it’s inevitable. People are going to be jerks… it’s a fact. Ideas may be slow-flowing… we’re human! But if you can find a way to lighten things up for yourself and your team, you win. Every time. And laughter is the best way to get those creative juices flowing. Unless you count wine.