Smith Brothers AgencyTyler Rosepink and Jacob Vilcek

IntroductionSmith Brothers Agency

● An Advertising Agency

● Pittsburgh, PA - North Shore

● We chose this because we would both like to have careers at

ad agencies

Research Methods - Interview● Marisa Corona - Associate Social Media Specialist and Public

Relations Strategist

○ Very helpful, laid back, and insightful

○ We had a great conversation

● Described Smith Brothers as a “Very Collaborative and

Empowering Environment”

● Questions Asked: Can you describe the environment of the workplace?

Do you see this as just a place to work for now or a place where you grow your

career?

Research Methods - Pittsburgh’s Coolest OfficesGough, P. J. (2015, September 1). Pittsburgh's Coolest Offices: Smith Brothers Agency. Retrieved April 02, 2018, from

https://www.bizjournals.com/pittsburgh/news/2015/09/01/pittsburghs-coolest-offices-smith-brothers-agency.html

● “Relaxing and Creative Place to Work”

● Located by a beautiful ballpark

● Rooftop deck

● Multiple Kitchens

● Creative Brainstorming Rooms

● A slide that goes from the top floor to the bottom

Research Methods - Reality Check: Working at an Agency is Pretty GoodBoches, E. (2015, September 02). Reality Check: Working at an Agency Is a Pretty Good Life. Retrieved April 02, 2018, from

http://www.adweek.com/brand-marketing/reality-check-working-agency-pretty-good-life-166672/

● Why working at an ad agency is the best job you can have○ It may intervene, but it is your life

● People only work because they have to○ People who work at ad agencies want to go to work

● Always new problems and new opportunities to create

● Surrounded by other smart and creative people

● Loose Hours

Research Methods - Finding the Keys to Creativity in Ad AgenciesVerbeke, W., Franses, P. H., le Blanc, A., & van Ruiten, N. (2008). FINDING THE KEYS TO CREATIVITY IN AD AGENCIES.

Journal Of Advertising, 37(4), 121-130.

● Why are some advertising campaigns more creative than others?

● It is all about the environment○ Much different than a bank or law office

● Study Analyzed 68 Dutch Ad Agencies

● 8 Dimensions of Internal Climate - 2 Are Highlighted:○ Organizational Encouragement

○ Low Workload Pressure

Research Methods - Ad Agency: Traditional Ad Firms Need to Go DigitalJolley, K. (2017). Ad Agency: Traditional Ad Firms Need to Go Digital. Mergers & Acquisitions: The Dealermaker's Journal, 52(9),

50-51.

● Advertising industry is only growing○ People are always in front of a screen

○ Digital Advertising is growing rapidly

● More money is spent on Digital than TV

Historical Overview● Founded 16 years ago

● Location: North Shore on Federal Street across from PNC Park

● Owned by CPG Agency in St. Louis

○ Bronson and Lindsey Smith are the Co-Chief Creative Directors

● Global/Big Brands

○ Red Bull, Baskin Robbins, Nestle, Heinz

● Local Brands

○ UPMC, Primanti Brothers, Grove City College, Heinz

● “Tinker. Meddle. Find what works - This Time!”

○ Create websites, package designs, social media campaigns, online video commercials and much

more!

Structure and Management-Smith and Brothers Agency started with two brothers, CEO Lindsey Smith and CEO Bronson

Smith. These two keep the company together by making goals and objectives to make the

company perform better.

-Next level of superiority would be president Michael Bollinger. As president Michael focuses on

creating relationships with clients and making sure they know what this company is about.

Structure and Management7 Contributors as well,

● Vice president of client service, Steve Hay who leads the account management team

● Cathy Bowen who is the creative director. Cathy contributes strategies and efforts to the creative team.

● Vice president of engagement, David Heidenreich. David is in charge of helping clients stay connected.

● Executive Creative Director, Craig Seder is the head of the creative department.

● Nora Dinuzzo who is the business development manager who looks over all aspects involved in

advertising business.

● Cliff Rankin who is the group account director and is a huge part of the account service.

● Alex Davis, the associate director of engagement. Alex who leads the media planning and runs it.

Structure and ManagementSmith Brothers Agency has a small business type structure. Different levels in this structure would be the account services and planning, media, the creative services, and the production.

● Account services and planning consist of the director, executive and the assistant executive with

supervising the work of the accounts and make sure everything is prepared for the creative team.

● The Media team who is responsible for planning where and when advertisements will appear and also

who they engage with. This structure includes the director and president of engagement.

● the creative service is lead by the creative director and has a team of designers and copywriters who

work together to develop concepts for advertisements.

● production structure involves the production team, they manage the campaigns and coordinated the

work of the creative and media department.

Structure and Management Participative Management style

● The structure of Smith Brothers Agency is very low-key and relaxed.

○ Superiors and managers tend to work very closely with their teams.

○ Everyone pitches in using the unique skills everyone has.

○ Everyone plays a huge role in creating an advertisement so there is not a corporate-like

structure that most companies have.

Diversity● Smith Brothers has almost the same amount of females and males working there.

● Age group is one year out of school to being in their 40’s and 50’s.

● Most of the employees at Smith Brothers are caucasian. That doesn't mean anything they

still will hire the best no matter what.

● The sexual orientation was said to be something that isn't a big deal, People can be who they

want to be and will not be judged.

● Education level consist of a college degree.

● Disabilities were not discussed but Smith Brothers is a very open business.

Diversity issues ● Smith and Brothers holds nothing back when someone isnt working the way they

need to be.

● They focus on making the workplace the best place ever and have no time for

people to discriminate.

Culture- HerosTeamwork-

-At Smith and Brothers everyone works together, they fed off each other.

-If anyone has a problem or question they know there team is there for you if you need

it.

-Teamwork is huge in advertising and when the organization harps of having that type of

culture, it shows that this company can achieve anything.

Culture- ValuesValues of the company-

-The values of the company are to help people, have soul, a sense of humor, passion and

commitment, and teamwork.

-Smith and Brothers make going to work fun, everyone is relaxed and joking around as well as

getting their work together. She mentioned how they will have dogs come in and hang out with

them at the office

Work-Life BalanceFamily Friendly Policy-

At Smith and Brothers, they make sure that there employees don't spend all there time

in the office, they want their employees to be able to be at home to be with there

faimly while also working.

Work-Life BalancePrivate Policy

● This company has a lot of private information from their customers

● . This agency values their relationship they have with their clients and ensure them that

their information is safe.

● Most of the information they know from their clients are account information

-This policy is used all the time and is used by everyone

Work-Life BalanceSocial Media Policy

● Smith Brothers wants their employees to always act professional when dealing with the

agencies account as well as there personal account.

● Marisa uses the companies social media pages.

● Only the people who have permission can use the social media accounts.

-Used everyday by people who have access to the accounts

Public Relations● Website

○ Hits hard on their vision

○ Shows people’s roles in the company

● Blog - Shows employees creative thoughts

○ Brand Strategy

○ Trends

○ Media Strategy

○ Snackable Stories

● https://smithbrosagency.com/

Public Relations● Instagram

○ Show what the employees are up to

○ Daily shenanigans around the office

■ Intern dressed as Spiderman

■ “Sweet 16 Birthday Party”

■ Dog friendly office means dog posts

https://www.instagram.com/smithbrosagency/?hl=en

Jacob’s Jobs● Copywriter

○ Writing is fun for me

○ Love being part of the creative process

○ A few words could change someone’s life forever

● Dream Job: Own My Own Agency

○ I enjoy overseeing an idea and seeing that is becomes a reality

○ Marisa said it is easy to climb the ladder at Smith Brothers

○ I have always had an interest in entrepreneurship

Tyler’s Jobs● Production Team

○ I want to be able to give pitches to the clients.

○ Want to be the first to introduce the product and be able to see how the clients feel as well as help

them out in case there not fully satisfied.

○ Want to just be apart of a advertising team.

● Dream Job- Becoming a manager

○ I want to be able to work all the way up to the top.

○ I would love to be able to look over everything and be the guy everyone ask questions too.

○ Being able to feel like I matter to a company is all I need.