Tim
Marzonie
(The long, somewhat entertaining, version)
It all began in Flint, Michigan.
Home to the most famous local celebrity, Billy Durant. In
1886, Billy founded the Flint Road Car Company which later
turned into a small firm, General Motors.
My arrival in Flint was years after Billy’s.
However, we both shared the same passion, and couldn't escape
what fueled the city, the automobile. If you lived in the
Flint area, by default, you were tied to America’s love
affair with the automobile. Ignore it, or join the love affair.
I chose the later.
September was Christmas to me and my gang
of car nuts. September was new model introduction. I remember
a local dealer becoming quite angry because our fleet of Schwinns
were blocking customer parking. We were there to see the all-new
Buick GS Skylark. Loveable adolescent pests with motor oil
in our veins. Oddly enough, I bought my first new car from
that same dealer.
Fast forward. College graduation with a
marketing degree in hand. First stop? Buy a suit. Second stop?
Get a great job in the car business, (somewhere else than
Flint.)
With the economy in dire straits, I interviewed
for my dream job, a Buick Sales District Manager. I didn’t
get the job. Didn’t even make it to the second interview.
I think I scared the hiring manager when I started to explain
the virtues of the 1948 Buick Dynaflow transmission.
Third stop. Get any job in the car business,
which brought me right back to Flint. I was lucky to land
at a small company which specialized in promotions, events
and auto shows. Their client? Buick. Perfect, I will make
Billy Durant proud!
My first position, “Junior Executive.”
Translation, “The Mailroom Guy.” I spent my days
trekking to Buick Motor Division meeting with clients (secretaries),
conducting presentations (making deliveries), then of course,
“power lunches” (eating at Arby’s alone).
A year into the job, an opportunity arose.
“Will you move to Los Angeles to help open an office
and assist Buick with their sponsorship involvement of the
1984 Summer Olympics?” My reply, “Where is my
plane ticket and where is the airport?”
A year later, another question, “Please
come back to the Flint office and continue your employment.”
My reply, “I don’t have a plane ticket, and I
have no idea where the airport is.”
My California dream lasted twelve terrific years working on
a variety of brands like Renault, Jeep, Rolls Royce, Ferrari,
Isuzu, Infiniti, Chrysler, and Plymouth. For shops like CME,
Goodby, Chiat/Day and Bozell/FCB.
My California dream ended on a 75 degree
Saturday in January of 1996 with one phone call from the President
of Bozell Detroit, “We would like to promote and relocate
you to Detroit to run the Jeep field organization, be here
on Tuesday.” I didn’t think using the line about
not knowing the location of the airport was a very good idea
this time. When I landed in Detroit, the wind chill factor
was ten below. However, it got a little warmer and business
got a lot better.
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Some of my highlights in Motown were working with truly great
folks, re-energizing and running a national agency field organization
and then later the Jeep brand. All-time historical Jeep record
sales and two lions at the International Advertising Awards
in Cannes, France was pretty cool as well.
Then the reality of agency consolidation
hit us. A jump ball for all of the DaimlerChrysler business
between Omnicom and True North. Winner takes all. We lost.
Our cross town rivals at BBDO took home the championship belt.
They also offered many FCB folks jobs at the new super agency,
me included. Simultaneously, I was being recruited by WestWayne
in Atlanta to run their new agency win, Southeast Toyota.
A fork in the road and a decision to make.
After pondering my options, I signed on with WestWayne. After
my first day on the job, I asked myself, “What have
I done, why does that Account Executive on the roof want to
jump, and I wonder if that offer at BBDO is still open?”
Car accounts are different animals and this was no exception,
this piece of business hit the agency like a ton of bricks.
After streamlining processes, developing a structure, recruiting
the right staff, building a field force, turning around a
media operation, and winning over hearts and minds, the team
was well on their way.
With the help of a lot of great people,
we soon built a responsive, urgent and integrated agency business
unit servicing a $135 million dollar account. Results? Record
Toyota sales and market share gains in the Southeast, escalating
agency revenue growth and profit margins, all-time high client-generated
agency performance evaluations and creative awards for some
of the best Toyota work in the country. A solid team effort.
I love it when a plan comes together.
As they say, all good things come to an
end and nothing lasts forever. That includes leaving at the
top of my game and cashing in my arrangement and equity position
at WestWayne. Now I’m pursuing my dream of self-employment
and being an independent consultant. So far so good.
Thus far, I’ve had a great journey
in a wonderful industry, but it’s far from over. Chalk
it all up to hard work and just plain luck. I’m fortunate
that my passion for the car business collided with my passion
for the world of advertising and marketing.
As for Billy Durant, our paths never crossed.
However, he did manage to build a billion dollar Wall Street
fortune, and then lost every penny during the Great Depression.
Nearing 80 years of age, he opened a restaurant and bowling
alley but could never make it work. He died in 1947, the same
year as Henry Ford.
I have no plans to open a restaurant and bowling alley. I
would rather stick to my skill set and use my automotive marketing
talent to deliver results, foster new ideas and build organizations
to meet challenges which occurs daily in the car business.
Also, fix things when they break, just like cars.
Thanks for listening to my story.
I hope we have an opportunity to move your business forward. |
