I met Philip at an event titled “How to Find and Retain New Customers,” presented by American Marketing Association (AMA) and the president of its Los Angeles branch—also known as Philip. The panel featured Ann Convery, creator of Speak Your Business™; Anil Punyapu, SVP of Sales at Cvent; Elizabeth Primm, Industry Director at Twitter; and Sean Kelly, Head of Sales at Spotify.
Philip was a great moderator. He kept the conversation moving, didn’t try to take over (as I’ve seen others do in the past), and ensured that the panelists and the audience stayed absorbed and engaged. His enthusiasm and passion for event, the AMA, and where the brave new world of marketing and creating is heading, was contagious. As such, I want to introduce you to him as well.
A brief bio: Philip was hired by NASA to create international educational television. Landing in Los Angeles after his contract expired, Philip became a staff TV writer-director for Rockwell International/Boeing, creating marketing and PR videos for NASA and Congress. From there he worked on his own video documentary projects, did freelance work including behind the scenes for HBO Comic Relief and a few shows for E! Entertainment. He then moved to the Internet, producing websites and creating content that eventually led him back to production work. He formed Wine Table Media to create digital video from concept to completion for CD, DVD, and Internet distribution. And, as earlier stated, he is now President of American Marketing Association Los Angeles. He’s also currently working as Director of Media Clearances for Manhattan Advertising & Media Law, Inc.
Philip hosts the newly launched, Get The Word Out! a monthly digital video program exploring marketing, advertising, PR, tech, and content creation in Los Angeles. He will be interviewing yours truly on June 21, on how effective PR is effective storytelling—but more on that in a later blog. As Philip’s bio states, “He’s still a content guy, he’s still curious, and still hungry.”
We chatted about the AMA, marketing, content creation, and why taglines pop into his head at 5:00 a.m. on Saturday mornings.
Tell me a bit about your background in marketing.
My career has centered on television and film content. In my junior year in college I formed a production company that produced cable commercials, music videos, and event coverage. After creating international educational television for NASA, I worked for Rockwell International/Boeing creating PR and marketing videos for the Space Shuttle and Space Station programs. When I formed my digital video company, my clients were a sports production company and nonprofits such as The American Heart Association, Aquarium of the Pacific, and the Flying Samaritans. My philosophy then and now was to tell stories to raise funding donations. For the last few years I’ve worked the legal side of the advertising business trying to prevent clients from getting into copyright or trademark issues with their advertising campaigns.
What are the major changes you’ve seen in the field over the years?
The major change is of course the digital revolution and the rise of social media. My perspective is that it has taken several years for clients to realize that marketing is no longer a “push-based” operation, it is conversation-based due to social media. The power of marketing is in the hands of the consumer, and I don’t see this changing anytime soon. Marketers must provide a reason for consumers to pay attention, and a siloed, push-messaging approach is as relevant as dial-up modems.
You’re President of American Marketing Association, Los Angeles. First, congratulations. Second, how did you first become involved with the AMA?
It’s a funny story. I knew nothing about the AMA until one day when my neighbor was on chapter panel and he wanted a friend in the audience. I showed up and was impressed with the level of the discussion. I started attending events, became an AMA member, and often asked questions during the Q&A sessions. It’s my nature! After a few months, I was literally tapped on the shoulder by the president at the time who invited me to join the board. I did and it has made an enormous difference in my life.
How would you describe the AMA?
We help people become better marketers! The AMA is the largest marketing association in the world with over 30,000 global members and its tagline is Answers in Action.® As an AMA member, you have access to a diverse wealth of information in the form of research papers/case studies, webinars, seminars, magazines, podcasts, and national conferences just to name a few benefits. The local chapters exist to further those benefits and provide the networking and educational opportunities for their community. The Los Angeles chapter is currently the largest chapter on the West Coast with nearly 400 members.
What is the Association’s primary mission?
Our chapter’s tagline is: AMA Los Angeles. Network. Educate. Volunteer. Move Forward With Us. This tagline popped into my head at 5:00 a.m. on a Saturday morning (like all good taglines) and it truly represents our primary mission. Leveraging the resources of the national organization, we provide professional, meaningful networking opportunities; create high level, diverse educational programming to chapter members and the LA marketing community; provide pro bono community outreach services; and help people move forward in their careers. We refuse to waste anyone’s time at any event, and we take this responsibility very seriously.
How does someone become a member?
It’s very easy! Go to the national AMA website at www.ama.org and sign up! Now through June 10, 2017 our Spring membership drive is underway so you can save on membership fees. You become a national AMA member and then select your specific chapter membership.
What are some of the benefits of becoming a member?
Free admission to all our educational events to start! We are the only AMA chapter that does not charge admission to our monthly educational events. In addition, you have access to the national AMA resources which include continuing education certificate programs. To sum it up, the AMA is focused on helping develop the individual’s skills, not a top-down, company based approach. Going forward, there is a new emphasis of being part of a national (and global) organization, and AMA Los Angeles helped lead the way in the re-branding effort.
You’ve launched a new TV show called Get The Word Out!. Tell me a bit about that.
Los Angeles is a media-centric town, and we felt it was important to represent that element as a chapter. It goes straight to the membership value proposition. Our communication goals for this year were to launch a blog, podcast, and video programming. Get The Word Out! is a monthly digital video program exploring marketing, advertising, PR, tech, and content creation in Los Angeles. Got a good story to tell about your business? Then get the word out about it!
What is the focus and format?
I host the show on the WCOBM.TV multi-channel network and we’re always seeking interesting stories and people. Los Angeles has always been a town about invention, or even re-invention, and we’re curious about the myriad of topics out there from Silicon Beach to Hollywood, with fashion and music included! Each show consists of four separate, 10 minute interviews exploring that guest’s personal or company story. The show streams live on WCOBM, Facebook, and YouTube at 4:00 p.m. on the third Wednesday of every month and is then available on demand. Find us at https://www.wcobm.tv/gtwo.
What is on the horizon for you and AMA Los Angeles?
This year is going to be even more focused on the membership value proposition. In other words, we want to ensure that membership provides the benefits that are important to each member. For example, we’re launching a new executive programming track for members only to learn from and network with local marketing executives in an intimate, exclusive format. We’re excited! We’ve also developed partnerships with the other West Coast chapters where LA members may attend events in San Francisco, Portland, Seattle, and others as if they are a member of that chapter, and vice versa for us.
Learn more about the American Marketing Association (and become a member!) at ama.org.