I am sitting with Renee in her sunlit office on Wilshire Boulevard, and I can’t help taking a minute to admire the panoramic view of Bel Air and the Santa Monica Mountains from her office window. Renee comes in from a meeting, but takes time to be sure that I am comfortable before sitting down opposite me.
Bobbi: "You've been called one of the ten brightest women in advertising. Please, tell my readers about some of your current clients."
Renee: "I've been working with Toyota North America - Parts and Services, East-West Bank, and 'Flex Your Power' for The State of California, and I'm proud of the work we're doing."
- “Toyota is a very forward thinking company,” she says. “We found an innovative way to use media throughout the year to promote the client. We saw sales increase 15%.”
- “'Flex Your Power' for the State of California is promoting energy efficiency and conservation. A surprisingly large percentage of greenhouse gas emissions are caused by the use of appliances and electricity in our homes."
- "East-West Bank is the second largest bank headquartered in Los Angeles. It began as a bank for the Chinese Community. Today, the emphasis of East-West Bank is on community banking, and 60% of its clients are non-Chinese."
Bobbi: "What has surprised you the most in your career?"
Renee: “The success I’ve had,” she says. “I never expected it.”
Bobbi: "How did it happen?"
Renee: “I started as a market researcher and found that I had a flair for the advertising business. I was lucky to get opportunities early in my career to work on some very big accounts.”
“I was also very lucky to work with some great mentors. It is very important in your career to both have mentors and to be a mentor to others. Working hard and doing a good job are essential.”
“I was a pioneer in the development of “Psychographics” (understanding the psychology of consumers). We identified the three basic groups: Achievers, Belongers, and Experientials, (those people who are willing to pay for a priceless experience).”
Bobbi: "When is it the right time to start your own business?"
Renee: “Learn on someone else’s dime. Work, listen, and learn. Make connections.”
“When you have a high level of confidence that you can do the job, ask yourself these questions:
1. Which clients can I go after?
2) What can I sell?
3) How much can I charge?
4) Can I demonstrate what I have done for others?
Then, you should also have at least three month’s salary in the bank.”
Bobbi: "What is the biggest challenge facing young women starting their careers today?"
“There are an overwhelming number of choices — so many, that it may be hard for them to decide which career path to take.”
“Coupled with that is the high cost of living in so many places like Los Angeles and New York. It makes it hard for those just starting out to be able to afford to live in areas where there may be the best career opportunities.”
Bobbi: "What mistakes have you made?"
Renee: “The main one was not thinking BIG enough, and not growing bigger faster. Good is the enemy of the great.”
Bobbi: "If you could say one thing, what would it be?"
Renee: “Build social responsibility into your business growth plan. That can mean sitting on the board of governors of a non-profit. (Renee serves on the Women’s Leadership Board at Harvard University’s Kennedy School of Government among others.) Part of luck is good Karma.”
“Philanthropy and leadership go hand-in-hand. By being on a non-profit board, you 1) Learn the issues, 2) Gain visibility in the community, and 3) Let other people see your business skills.
Bobbi: "You've identified hard work, doing a good job, service to the community, and following the principle of good Karma as some of the keys to your success. Now, tell us three things we don’t know about you."
Renee: "First, I just bought a Lexus Hybrid GS 450 H, and I love it. It has an amazing amount of power but is very, very quiet. Second, I’ve lived in the same house for 25 years. Third, I have two Lhasa Apsos, named Punk and Pudge."
Bobbi: "What’s next in the world of advertising?"
Renee: “In a word: Interactivity. We need to be able to create a playground for the mind. We need to touch the consumer, and create an experience that is unforgettable.
Bobbi: "Is there anything on your personal 'To-Do List' that you haven’t gotten around to yet?"
Renee: “I’ve always wanted to go on a photo safari to Africa.”
In my minds eye, I can see Renee with a big smile on her face, snapping photos, and emailing them to us so that we can take part in the fun of her adventure.
*****
About Renee Fraser:
Honored by Advertising Age as one of the “Ten brightest women in advertising,” Renee is a consumer psychologist who founded Fraser Communications in 1992. It is a full service ad agency with $40 million in billings; clients include Cedars-Sinai, Toyota, Flex Your Power, HealthAsure, East West Bank, Los Angeles World Airport (LAX and LA/Ontario), UCLA Extension, and United Way. The agency is the 15th largest independent in LA and the largest woman owned agency in Southern California.
Throughout a career that has included being President and General Manager of Bozell Inc./Pacific Region, Renee has established a reputation as a brand builder. She has worked with Proctor & Gamble, MGM, Toyota, Rockwell, Asics, Sega, Merrill Lynch, Silicon Systems, Texas Instruments, Chrysler, Warner Brothers, American Airlines, and Kawasaki Motorcycles.
Renee serves on several non-profit boards, recipient of the 2003 Los Angeles SBA “Women in Business Advocate of the Year” Award and the 2004 LA Business Journal “Woman CEO of the Year” Award. She recently gave the keynote address of “Women Lead Differently – We Walk Shoulder to Shoulder” at the 2006 Women’s Leadership Board/JFK School of Government and the Women’s Presidents Organization’s delegation to China.
Contact:
Fraser Communications
2811 Wilshire Blvd., Suite 600
Santa Monica, CA 90403
(310) 319-3737 ext. 350
(310) 319-1537 Fax
www.frasercommunications.com
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