From the Beginning: Mark Szczepanik always knew he wanted to follow a career in advertising, even before enrolling at Ohio University. After graduating in 1999 with a degree in journalism, specializing in advertising, he worked for a small ad agency in Toledo before becoming a copywriter with Liggett Stashower in 2002. He was promoted to associate creative director three years later, then named director of brand voice earlier this year.
Industry Leader: In June, Szczepanik became the youngest president ever of the American Advertising Federation (AAF) – Cleveland. He received the role because "I raised my hand when people needed things," he says. "I worked on virtually any committee." He has co-chaired the ADDY Awards and Auction Committee and helped start Thirty-Two Below, a group devoted to career development for AAF – Cleveland's young members.
Civic Defender: A native Clevelander, Szczepanik jokes about the downbeat dogma that plagues the city, pointing out the "crappy" winters are what harden us. But Szczepanik, who traveled to 43 states in the back of the family station wagon as a kid, wouldn't dream of moving. To him, Cleveland's always been a place he could call home. "We don't give ourselves a fair shake," he says, "and realize what we have here."
Why advertising?
I like the challenge it presents: "Here's a blank piece of paper. Now go persuade people."
Responsibilities as director of brand voice?
I supervise the writing staff, and I'm head copywriter. I make sure all the clients' messages are on strategy, and we're saying the right words in the right tone and manner.
Coolest ad campaign you're working on?
We just did a television spot for ESPN for the U.S. Figure Skating Championship. It's coming back in 2009. It shows figure skaters walking around downtown Cleveland, getting people excited for this event.
Any campaign ideas that have flopped?
I go through that on a daily basis! You need really thick skin in this business. There have been a few client presentations where the air gets sucked out of the room the moment you [share] the idea. ... By the client's response, you realize, "Oh, that's not going to fly."
Any desire to try your hand at other types of writing?
I don't want to write the Great American Novel. I don't know if I could write something that long. I've trained myself to be 30 seconds and out.
Goals as president of AAF – Cleveland?
I took over the reins on a high note. We are currently the AAF's "Ad Club of the Year." I hope to repeat that.
How do you plan to accomplish that goal?
I want to see the organization have more fun and cool events. I want a younger generation involved in the club. This business is a young, sexy business.
Dog or cat person?
Dog. My childhood dog still lives at my mom's. She's a Dachshund-Terrier mix. She's old and ornery, but we still like her.
Favorite restaurant?
No. 1 Pho in Cleveland
Where will you be in five years?
I really like where I'm at now. I love the people at Liggett Stashower. I don't know if it's bad, but I don't know what else I would do besides advertising.