Ryan Short is a Founder and Creative Director of MODassic, a design and marketing agency based in Dallas, TX. They started the agency in 2008 to specialize in persona and ROI based branding, design and marketing. They are experts at B2B marketing and anything that has a long or complex sales cycle.
How did your career as an agency executive take off, and what do you attribute your success to most?
Prior to starting MODassic, I was in the music industry which went through two things that really prepared me for success. First, the music industry was doing things with social media and digital marketing 13 years ago that most businesses are just now starting to embrace. In addition, the music industry went through some disruptive technological changes with digital downloads. Seeing the right and wrong ways to navigate those types of changes has helped me personally navigate changing technology and has helped MODassic do the same for our clients.
How do you keep yourself creative and driven regardless of how busy you are day to day?
For me, it’s important to block out and schedule downtime. That comes in the form of making sure I, as well as the rest of our team, leave the office at 5:30 p.m. and don’t work on weekends. We really value family time and our personal lives but on the flip side, I think that makes us work harder and be more creative when we are here. I’ve seen the agencies that work insane hours. They may do more but it’s certainly not better quality work. The second thing is travel. I think it’s really important to not just get out of the office but to get out of town and out of the state whenever possible. The more you disconnect and the more you see the world the better equipped you are to solve problems and to better understand people.
What do you see as the future of media strategy or advertising?
I think the technology will drastically change, but the end goal of communicating to the user never will. We’ll change how we do it and things like websites may not exist anymore but we’ll embrace whatever the new technology is that helps better deliver what the user is looking for. I think technology and things like Squarespace and other DIY consumer tools will commoditize and replace the low end of the creative services market. However, those that are focusing on strategy will simply embrace the latest technology and use it to take things even further; making them even more valuable.
What is your best PR, marketing or advertising tip for businesses?
Think about the top questions your ideal buyer asks and make sure you answer those questions on your website, in your blog or marketing emails. It’s amazing how much information is bottled up in the heads of your front line sales team and those who answer the phones. But too often, that information never makes it’s way to marketing and into your digital strategy.