From founders to futures: How to make it in marketing

A couple of feet separated two CEOs of competing Bowling Green marketing agencies, yet they came together within the walls of Chandler Hall to deliver advice to future generations of marketers and business owners.

The “Founder vs. Founder: Agency Life in Bowling Green” event, organized by the WKU Marketing Association, was structured around questions asked by Jackson Houchens, the public relations chairman of the WKU Marketing Association.

They touched on what they look for while hiring, AI and what their jobs truly entail.

Albany asked himself, “what am I gonna do with a video production degree” after he graduated from WKU in 2008. After spending his time during college working at WBKO Television as a Newscast Director, he pivoted to creative services within WBKO, where he met his future business partner, John Doss.

On the side, Albany and Doss started to dive into the world of weddings and other alternative gigs. Albany eventually began making more money through these side gigs than his full-time job, leading him to quit in 2017 and start up Sublime Media Group.

Kirby was a part of WKU’s broadcasting program and worked for the PBS station on campus. He took the leap after graduating in 2017 and started up Vid Monster. The company started as just a video production company made up of a “scrappy” crew, but now defines itself as a multi-modal creative agency.

An academic scholarship to WKU acted as Kirby’s “wager” to start the company. He said that in the worst-case scenario — if he took the leap — he wouldn’t end up in any more debt than students taking out loans.

Vid Monster started out trying to be efficient and affordable, allowing Kirby to “earn his own right” out of college. Kirby mainly handles the sales and development side of the business now.

“I probably spend 20 to 25% of my time on a shoot or creative development,” Kirby said.

Kirby spoke on how his job as a CEO is backed by his creative literacy, but it is not what it seems. He used the example of “Emily in Paris” and how the television series doesn’t show her prepping pitches and the structure or processes behind growth. These processes include managing client dollars, ad spending, and where money is going. He said he’s creative, but that it’s just not on the fulfillment side.

Animation oftentimes fell on the shoulders of Albany for his business, as he is one of the primary animators. Sublime Media Group took on a project last year that required him to take on editing for three months. Over the last three to four months, the company worked to make freeing up Albany a priority.

“It’s been kinda fun to actually feel like a CEO the last three or four months and not just another small business owner that wears 25 hats at once.”

Houchens then asked the question that “everybody was expecting,” which was about artificial intelligence and how it has impacted their business. 

“I think it’s mainly just been an asset more than anything,” Albany said. “It’s sped up a lot of processes.”

It has potentially taken away jobs in the agency world, Albany said, specifically in the copywriting areas of the profession. He also sees AI as a way to “bounce ideas” and have those creative conversations with computers rather than “driving your employees crazy.”

“It’s good to have a virtual sounding board,” Albany said.

Kirby sees AI as digging with an excavator rather than a shovel. Vid Monster utilizes AI to build wireframes for websites more quickly and earlier, allowing more time to dive deeper alongside clients. Understanding of the processes and skills is still needed, though, Kirby said, students still need to know how to “dig.”

Students then became the focus when Albany and Kirby began speaking on what they look for in employees. Kirby started off with a simple ultimatum.

“Don’t have your mom or dad call me and say, ‘Hey you should interview my son or daughter,’” Kirby said. “I get that a lot. I would much rather you show up at the door.”

Albany said adaptability and versatility are two of his biggest points in hiring. A potential employee who can pick up other things and have experience in various areas — not standing on a “one trick podium” — stands out to him.

Kirby expanded on Albany’s words, stating that hesitation to try something new “will not fly” in the office of Sublime Media Group. It gives the chance to grow as a professional, and as a person, he said.

Though Kirby and Albany reside on competing ends of a competitive, changing market, they both find reward in what they are doing and plan on further building their business. They see their employees succeeding alongside the work they do, and it brings them a sense of accomplishment, even before monetary gain.

Their advice was often more similar than different, with the same goal in mind: to enlighten future generations on what they are passionate about. They shook hands before going their separate ways.