Kim Zinda
Vice President of Strategic Marketing

What makes a great brand?

It is the consumer knowing beyond rational thought that by having this particular product/service it will most definitely make them feel better about themselves. I guess it is about emotional connection, pure and simple.

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

I write initial thoughts down and then sleep on them and come back to them the next day and flesh them out. Inspiration usually comes from something we’ve done successfully in the past or even something that I’ve read about. Doesn’t sound very creative or analytical but that’s it.

What got you started in advertising?

I took an aptitude test in 8th grade which said that my skills aligned best with becoming an advertising executive. Wow, did that sound cool. So that is what I did – enrolled as an advertising major at UW-Madison 20+ years ago. I’ve been in advertising since the day I graduated, and I knew what I was going to be as far back as the 8th grade.

Who was a big influence in your career?

My first boss, Ruth Blesch, who was the VP of Media at Taylor Advertising in Tucson, AZ. She taught me three things that I tell anyone who wants to know how to succeed in their careers:
1) Never ASSUME anything (you know, don’t make an ass out of u and me).
2) Never argue with a client, but discussing is perfectly acceptable.
3) Always continue to hone your writing skills. There are so few good writers; this will set you apart from the rest.

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

I think it was leading the whole Northland national advertising campaign. It was truly a great learning experience doing things we hadn’t done before – super groups, consumer panels, ad awareness studies, national network TV and cable, product placement on national television, microsites on foodnetwork.com…lots of cool media and communications things – and they actually worked…with the huge sales increase they had that year. It was exciting and rewarding.

What was your most embarrassing moment in this business?

I had a client call me up, screaming at me on the phone and told me that I had ruined his career (exact words) because of my poor account management skills. I really thought he was serious until I found out he went on to become the president of the company.

Is there a great client story you’d care to share?

I think our best achievement recently has been with AB and the way we have become such integrated partners in their business. We’ve gone from just doing catalogs for them to doing web-based stuff (budshop, e-mail marketing, the customized website for wholesale) to photography for BEC, plus lots of research, both consumer and wholesale driven, now circ planning. I feel that we are their marketing and advertising partner and I feel a lot of respect between the organizations.

What attracted you to Ovation?

It was Ralph’s willingness to let me come in the very first day I arrived in La Crosse from Nevada and his interest and care in wanting to know about my experience in the business. Also the fact that he offered me the job that very same day!

What driving career goals do you still have?

I’d like to be president of this agency. Don’t tell Ralph.

What’s your biggest pet peeve?

Poor writing skills. It kills me.

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

I’ve been in advertising for my entire adult career so my viewpoint may be a bit skewed. But I have learned that advertising isn’t everything, but that what we do is fun, important in its own way, and most importantly, always changing. There is always some new “thing” that we need to jump in headfirst and discover, explore and learn about communication vehicles, marketing approaches, consumer behaviors, research tools, to help us do a better job reaching and influencing people – without them feeling like we are trying to influence them.

What talent do you wish you had?

I wish I was comfortable in front of a large audience.

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

Chips and dip…and a nice glass of Cabernet…and books.

What can’t you live without?

My family – kids and hubby.

What are your plans for after advertising?

I’d like to start my own business – but not in advertising.

Is there any food that helps you think more creatively?

Coffee – is that a food?

What’s your favorite sports team?

The Packers. Growing up right outside of Green Bay, WI, what else would it be?

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

I know this is kind of sappy, but I would spend a day with my deceased grandmother. I would love for her to see the kids now that they are bigger, talk to her about stuff like I used to when she was alive. She was a great inspiration to me as a child and adult. She was ahead of her time as far as believing that women can really do anything they want. She was a three-time business owner, the first certified woman cheese maker in Wisconsin, a foster parent for 20+ kids over the course of many years, and was just a strong, loving person. She and I used to just get in the car and drive. One time we ended up in California.

What’s your point of view about politics?

I hate politics – government politics or corporate politics – so I stay out of it if at all possible.

Do you have any pets?

A goldfish that has somehow stayed alive for five years. Poor guy/gal sometimes gets fed, sometimes gets the water changed, but just continues to plug along…and he/she cost me all of .07 cents. You can’t buy ANYTHING for .07 cents! Oh yes, and Foxy Cleopatra, the dumbest Beagle you’d ever want to meet. Damn cute though.

What was growing up like for you?

I had a dream childhood. We did everything with our relatives (tons of them!) and family friends. We lived in the country on a river and had lots of opportunity to do many, many things – golf, water ski, snow ski, swam everyday, had horses, boats, snowmobiles, dirt bikes, etc., etc. I was always busy.

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

Golf in the summer, ski in the winter. Golf, because it is a game of mental awareness and constant small improvement (kind of like advertising). Skiing, because it is just pure exhilaration. I also like to travel anywhere, anytime – just get in the car and drive with no destination until you are there. And reading, it’s one of the most enjoyable endeavors to just sit and get wrapped up in a book.

Do you have any kids?

Yes, three. I strive to give them as much love and opportunity as I had as a child.

What advertising/catalogs do you most admire?

I admire the Absolut Vodka print campaign and the Got Milk? campaign. Such longevity, so recognizable, really doesn’t get old because they continue to keep them relevant to current design/look/people, etc.

What are your favorite Internet sites?

NYTimes.com, Overstock.com, Bluefly.com, HomeDepot.com (great garden section). Favorite e-newsletters: MarketingSherpa, Adrants Daily.

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

I’d love to go to some health spa out west and get pampered for a couple weeks. Eat healthy (by force, cause otherwise I don’t), exercise (ditto), meditate, get a tan, a massage and a facial every day. Total relaxation and introspection.