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Ross Cranford on the Current ‘Revolutionary’ Climate in Advertising & Marketing

3 min read

Before leaving to create his new agency, Ross Cranford worked for 19 years at Cranford Johnson Robinson Woods, starting as a junior copywriter in 1995, then writer, digital creative director, associate creative director, director of strategic planning, vice president for tourism services and member of the board of directors.

Cranford graduated from Georgetown University in 1990 with a double major in government and fine arts (studio).

Ross, Jay and Chris Cranford founded Cranford Co., a full-service advertising agency, in July 2014.

Being the son of a widely known, successful figure can have disadvantages. How have you learned to set and follow your own path?

Both of my parents were influential and inspirational. I was lucky to learn from the best at an early age. We talked about advertising and creative arts around the dinner table. It’s what we did for fun. When I went to work for CJRW in 1995, I had to win my first Best of Show at the Addys in 1998 before I could get respect from some people.

What advice could you give others when they find that their succession plan isn’t working?

There’s a saying in Silicon Valley that “A people hire A people, and B people hire C people.” Never let a mediocre leader in the door. It’s a downward spiral if you do.

How did you decide to leave an established company to start your own?

Philosophical differences about the future made it unavoidable. But the timing couldn’t have been better. It’s what my dad and Jim Johnson did in 1961. Right now has been called the most revolutionary time in advertising since the ‘60s. The industry is dividing into two types: large “factory” agencies with many layers of top-heavy managers and low-level coordinators, and smaller “garden” agencies staffed by key creative and strategic leaders. Cranford Co.’s new model gives clients direct access to the top talent, faster response and better results.

In some ways you went from one family business to another. What is it like to work with members of your family?

My brother Jay, with his experience at Saatchi & Saatchi and TBWAChiatDay in Los Angeles and leading several other agencies’ creative departments, just happens to be the best creative director around. And Chris, with 20 years of experience in film and video production and a magna cum laude degree from the University of Southern California School of Cinematic Arts, just happens to be the best cinematographer and editor. I can wear a lot of hats, from account manager to writer to digital media strategist. We each developed different skills, experiences and areas of expertise that work perfectly together. As brothers and business partners, we make a really good team.

How has the advertising industry changed with the widespread use of the Internet and social media?

Right now, in one word: video. As Facebook’s chief creative officer recently said, “We are only just starting to unlock the potential of sight, sound and motion in a feed-driven world.” Of course, big data drives the social feed, and Little Rock is a world leader in that field.

What are some of the biggest challenges facing the advertising industry today?

Keeping up with the latest technology is not enough. When it all comes down to it, we’re storytellers. A good story has the power to change fortunes. You have to master the ability to engage people, telling a persuasive story to the right audience at the right time.

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