Julie Hatlem
Vice President Creative Services

What got you started in advertising?

My parents always told me that I could be whatever I wanted to be when I grew up. Except when I told them that I wanted to be an artist. Their perception was that artists were ‘starving artists’, so they were pleasantly surprised when I chose advertising. It was my love for great design and my curiosity for marketing and why we buy that got me started in advertising.

Who was a big influence in your career?

A creative director named Margaret, or Madge, as she liked to be called. She had an incredible amount of energy toward life and work. She taught me to explore all the possibilities and then how to drill down and bring out the best ideas that connected with the consumer.

What was “your finest moment,” the thing you’re most proud of?

Isn’t that a question you ask someone when he or she retires? I’ve always believed that you should do what you love, and love what you do on a daily basis. I’m in love with searching and exploring new ideas. I don’t like it when it’s over and you wonder was that “my finest moment”?

What was your most embarrassing moment in this business?

I have a tendency to move on and not dwell on the embarrassing moments in life.

What attracted you to Ovation?

Three things.
1. The variety of leading brands that the company attracts.
2. The people. They are fun, genuine and committed to doing great work. No prima donnas.
3. The bluffs and coulees – Great for running, biking, skiing and exploring the great outdoors. If you’d like to see the bluffs and the coulees check out our webcam.

How do you come up with ideas and solutions for clients?

I think it’s good to explore all possibilities. Take an idea to the edge and explore the fringes. Find a way to connect with the target audience. Sometimes you need to move an idea 180 degrees before you make a connection. I also like to ask a lot of “what if?” questions. I also love observing, listening to and learning as much as I can from the customers.

What makes a great brand?

Passion. Passion drives innovative thinking, accountability and loyalty.

What’s your biggest pet peeve?

Long-winded storytellers.

What’s the most important thing you’ve learned about advertising?

The best work comes from great relationships with your clients. Understanding each other, the customers and working toward the same end goal. Know when to be bold and when to be humble.

What talent do you wish you had?

I’ve always wanted to be an architect. I also would like to grow more flowers than weeds in my garden

If you had to live on a desert island, what would you miss most?

Cooking for family and friends, and the change of seasons.

What can’t you live without?

Laughter and good cooking.

What are your plans for after advertising?

I absolutely love what I do so it’s hard to say…my Outlook calendar doesn’t go that far into the future.

Is there any food that helps you think more creatively?

I prefer running for creativity. The food is the reward after the run.

What’s your favorite sports team?

Whatever teams my nieces and nephews are playing on. The emotions and concentration levels are incredible when they are competing.

If you could spend a day with any person, living or dead, who would it be and what would you do?

Frank Lloyd Wright. He was a master builder, a rebel and a worshipper of nature. We’d go to Taliesin and talk about his approach to his prairie house design, his philosophy on organic architecture and his influence on American architecture.

What’s your point of view about politics?

See answer to biggest pet peeve.

Do you have any pets?

A handsome Siamese cat named Mika.

What was growing up like for you?

I remember a very active childhood. It was an eclectic mix of art, sports, ballet, a variety of pets, and family vacations across the country in the station wagon.

What do you do for a good time when you’re not working?

Anything that takes me away from the computer! I enjoy being outdoors. Biking, running, skiing and kayaking. And of course there’s always shopping and great restaurants to be explored.

What advertising/catalogs do you most admire?

Campaigns and companies that are true to their brand values. Patagonia, Apple and the Sundance Catalog come to mind.

What are your favorite Internet sites?

It would be quicker to tell you what bookmark folders I have. There’s one for cooking, travel, all things active, shopping, weather, and research. And where would we be without Wikipedia and all things. Google.

If you could travel anywhere in the world, where would you go and why?

Biking in Italy and Spain are on at the list.