Artichoke Creative is an advertising agency that combines the professional skills of email marketing, direct mail, web design, print, broadcast, search engine optimization, media buying, event marketing and public relations. They have obtained 21 clients within their first 16 months and work to be an extension of their clients' business, share their passion and celebrate their victories.
Executive's name: David Boylan
Title: President/Creative Director
Company name: Artichoke Creative
Address: 590 Hygeia, Encinitas, CA
Phone: 760.753.8663
Web site: www.artichoke-creative.com
Founded: May, 2004
Prior experience: 10 years in sales and marketing positions for Masco Corporation, a fortune 100 building products conglomerate. 10 years of marketing experience with ad agencies, tech firms, and email marketing service providers.
Source of starting capital: Self funded.
2004 revenues: First 6 months $80,000
2005 revenues: Through October $250,000 Projected 2005 – $300,000
Average hours worked weekly: 60
Number of teammates: 3
Residence: Encinitas
Family: Youngest of 6, wife Jennifer, son Quinn, 14
Hobbies: Surfing, cooking, exploring restaurants, writing, music, cross training, brainstorming concepts, live theatre, travel, planning events, nurturing talent.
What got you into this business?
I am one of those hybrids who has a really good mix of bottom line sales and business experience and a healthy dose of creativity. I've sold consumer products to Best Buy, Target, and CompUSA to name a few and I write about food, local book bands, and conceptualize ads and off center events like the Hansen's Marching Surfboard Brigade, not many sales types have that mix. Clients love that I've sold for a living and have felt the pressures of meeting quarterly numbers and appeasing stockholders. It made perfect sense with that mix to start an ad agency where I can work with the clients on strategy and learn their business culture quickly, then conceptualize and art direct with my creative staff, and write copy. In a traditional agency, that would take 3-4 people and most agencies in San Diego tend to lock you up on the account or creative side which has been a huge frustration. Also, I really like to see ideas and concepts transformed into great creative, whatever the medium, then see that creative help our clients sell more stuff. My tastes, interests and experience are so eclectic that I really can work with a wide variety of clients from top 5 builders to local surf shops, I thrive on variety.
What makes your business a standout?
We are lean, quick-to-react, full of great ideas, and create marketing programs built to help our clients sell more stuff, not just look cool.. although we do that as well. We can work with any size marketing budget, large or small. We are big fans of direct, targeted marketing through mediums like direct mail and email marketing but will work with whatever medium suits the client best. Like I said, I wear the hats of 4 people, that can save a client a lot of money on overhead. We are also a lot of fun to work with.
Drawbacks to your line of business:
Well, as with any entrepreneurial endeavor, it takes long hours and hard work to get an agency up to speed and generating revenue. Luckily, that happened quickly for us. The only drawback currently is finding the time to develop new business as we are so busy with current clients. It's not a bad position to be in.
Why is your company located in North County?
It's a great mix of communities and people from the funky beach towns like Encinitas to the more suburban inland areas. Given the explosive growth of the area, my agency is poised to take advantage of that. And as a surfer, you can't find a stretch of coastline like this anywhere in the country where you can make a decent living as well.
How do you plan to grow?
We have been lucky to start off with some very high profile local clients which always helps attract new business. Membership and active participation in dynamic chambers of commerce like Carlsbad is also part of our strategy. We also do pro-bono work for local theatre groups which gives us exposure to high end arts patrons who tend to be business owners or upper level management. I promote a quarterly networking event called The Creative Cocktail Collective which is a great vehicle for exposing Artichoke Creative to prospective clients. We also have our "powered by" banner at the bottom of our clients email marketing. Public Relations is a good way to get exposure as well, it lead to this article. And finally, we offer what we call a Lunch Ticket to marketing managers and business owners who want to learn more about us. It's an offer to "do lunch" at a variety of area restaurants and talk about the client and their marketing programs, and enjoy some great food. It's been a very successful way of getting face-to-face with some companies I would not have met otherwise. We're an ad agency; we have to be able to promote ourselves creatively right?
Toughest career decision:
To open my own agency or stay in a financial rewarding but creatively challenging sales position As much as it made sense, it was still difficult to pull the trigger. It was the best decision I've ever made though.
Ongoing challenges:
Managing multiple clients with a lean staff. That's called growth though and it's a good thing. It's also difficult to attract creative talent who understand that for some clients, it's not about the cool design; it's about what will drive their audience to buy their stuff.
Best way to stay competitive:
Do great work, stay lean, keep on top of productivity enhancing technology, keep it fun, challenging, and reward employee's.
In five years, where would you like your business to be?
We will be doing $10 million in revenue and the top creative agency in North County.
What does your company contribute to the Carlsbad community?
We provide pro-bono marketing services for New Village Arts Theatre.
What are your guiding principles?
Well, the golden rule is always good to live by as I like to treat others as I'd like to be treated. I also like to live healthy, keep creative projects flowing, and keep it fun.
What's one thing other people do not know about you?
I used to surf the Great Lakes growing up in Michigan. It was quite hard-core and I am thankful every day for the world class surf we have in the area.
What would you change if you could do it all over again?
I would have gotten my 100 ton captains license after being a first mate on a corporate yacht 4 summers through college.
Choice for a second career:
History teacher/track coach. I may actually do this in my retirement years as I love to teach, have an interest in history, and am a pretty fast sprinter. I currently coach 7th and 8th grade track 3 days a week in the spring so I guess I'm halfway there.
People you look up to and why:
Clive Davis, record producer. He is proof that is age has nothing to do with being relevant in the entertainment industry or to be able to spot and nurture creative talent. Plus he has discovered some amazing performers. Anthony Bourdain, chef, TV show host. He is a straight shooting, no BS kind of guy and his life revolves around food and travel, not bad. Laird Hamilton, big wave surfer. I aspire to be the kind of waterman this guy is. On top of that he is very savvy in landing endorsement deals. His American Express campaign is very effective.
Favorite movie:
Big Night. It was definitely my favorite movie experience. It's all about food and the theater I saw it in was in Seattle above an Italian restaurant. The movie package included dinner which was being cooked below as the movie played, complete with the scent of garlic and other Italian delights wafting through the theater as the food was being prepared on screen. It was insane!
Favorite quote:
"Passion Persuades" Anita Roddick, Founder, The Body Shop
Advice for new entrepreneurs:
Make sure you love what you are doing. When you work for someone else, it's easier to leave your job at the office. When it's your baby, it's there 24/7 so you better love it, or at least like it a whole lot.
Executive's name: David Boylan
Title: President/Creative Director
Company name: Artichoke Creative
Address: 590 Hygeia, Encinitas, CA
Phone: 760.753.8663
Web site: www.artichoke-creative.com
Founded: May, 2004
Prior experience: 10 years in sales and marketing positions for Masco Corporation, a fortune 100 building products conglomerate. 10 years of marketing experience with ad agencies, tech firms, and email marketing service providers.
Source of starting capital: Self funded.
2004 revenues: First 6 months $80,000
2005 revenues: Through October $250,000 Projected 2005 – $300,000
Average hours worked weekly: 60
Number of teammates: 3
Residence: Encinitas
Family: Youngest of 6, wife Jennifer, son Quinn, 14
Hobbies: Surfing, cooking, exploring restaurants, writing, music, cross training, brainstorming concepts, live theatre, travel, planning events, nurturing talent.
What got you into this business?
I am one of those hybrids who has a really good mix of bottom line sales and business experience and a healthy dose of creativity. I've sold consumer products to Best Buy, Target, and CompUSA to name a few and I write about food, local book bands, and conceptualize ads and off center events like the Hansen's Marching Surfboard Brigade, not many sales types have that mix. Clients love that I've sold for a living and have felt the pressures of meeting quarterly numbers and appeasing stockholders. It made perfect sense with that mix to start an ad agency where I can work with the clients on strategy and learn their business culture quickly, then conceptualize and art direct with my creative staff, and write copy. In a traditional agency, that would take 3-4 people and most agencies in San Diego tend to lock you up on the account or creative side which has been a huge frustration. Also, I really like to see ideas and concepts transformed into great creative, whatever the medium, then see that creative help our clients sell more stuff. My tastes, interests and experience are so eclectic that I really can work with a wide variety of clients from top 5 builders to local surf shops, I thrive on variety.
What makes your business a standout?
We are lean, quick-to-react, full of great ideas, and create marketing programs built to help our clients sell more stuff, not just look cool.. although we do that as well. We can work with any size marketing budget, large or small. We are big fans of direct, targeted marketing through mediums like direct mail and email marketing but will work with whatever medium suits the client best. Like I said, I wear the hats of 4 people, that can save a client a lot of money on overhead. We are also a lot of fun to work with.
Drawbacks to your line of business:
Well, as with any entrepreneurial endeavor, it takes long hours and hard work to get an agency up to speed and generating revenue. Luckily, that happened quickly for us. The only drawback currently is finding the time to develop new business as we are so busy with current clients. It's not a bad position to be in.
Why is your company located in North County?
It's a great mix of communities and people from the funky beach towns like Encinitas to the more suburban inland areas. Given the explosive growth of the area, my agency is poised to take advantage of that. And as a surfer, you can't find a stretch of coastline like this anywhere in the country where you can make a decent living as well.
How do you plan to grow?
We have been lucky to start off with some very high profile local clients which always helps attract new business. Membership and active participation in dynamic chambers of commerce like Carlsbad is also part of our strategy. We also do pro-bono work for local theatre groups which gives us exposure to high end arts patrons who tend to be business owners or upper level management. I promote a quarterly networking event called The Creative Cocktail Collective which is a great vehicle for exposing Artichoke Creative to prospective clients. We also have our "powered by" banner at the bottom of our clients email marketing. Public Relations is a good way to get exposure as well, it lead to this article. And finally, we offer what we call a Lunch Ticket to marketing managers and business owners who want to learn more about us. It's an offer to "do lunch" at a variety of area restaurants and talk about the client and their marketing programs, and enjoy some great food. It's been a very successful way of getting face-to-face with some companies I would not have met otherwise. We're an ad agency; we have to be able to promote ourselves creatively right?
Toughest career decision:
To open my own agency or stay in a financial rewarding but creatively challenging sales position As much as it made sense, it was still difficult to pull the trigger. It was the best decision I've ever made though.
Ongoing challenges:
Managing multiple clients with a lean staff. That's called growth though and it's a good thing. It's also difficult to attract creative talent who understand that for some clients, it's not about the cool design; it's about what will drive their audience to buy their stuff.
Best way to stay competitive:
Do great work, stay lean, keep on top of productivity enhancing technology, keep it fun, challenging, and reward employee's.
In five years, where would you like your business to be?
We will be doing $10 million in revenue and the top creative agency in North County.
What does your company contribute to the Carlsbad community?
We provide pro-bono marketing services for New Village Arts Theatre.
What are your guiding principles?
Well, the golden rule is always good to live by as I like to treat others as I'd like to be treated. I also like to live healthy, keep creative projects flowing, and keep it fun.
What's one thing other people do not know about you?
I used to surf the Great Lakes growing up in Michigan. It was quite hard-core and I am thankful every day for the world class surf we have in the area.
What would you change if you could do it all over again?
I would have gotten my 100 ton captains license after being a first mate on a corporate yacht 4 summers through college.
Choice for a second career:
History teacher/track coach. I may actually do this in my retirement years as I love to teach, have an interest in history, and am a pretty fast sprinter. I currently coach 7th and 8th grade track 3 days a week in the spring so I guess I'm halfway there.
People you look up to and why:
Clive Davis, record producer. He is proof that is age has nothing to do with being relevant in the entertainment industry or to be able to spot and nurture creative talent. Plus he has discovered some amazing performers. Anthony Bourdain, chef, TV show host. He is a straight shooting, no BS kind of guy and his life revolves around food and travel, not bad. Laird Hamilton, big wave surfer. I aspire to be the kind of waterman this guy is. On top of that he is very savvy in landing endorsement deals. His American Express campaign is very effective.
Favorite movie:
Big Night. It was definitely my favorite movie experience. It's all about food and the theater I saw it in was in Seattle above an Italian restaurant. The movie package included dinner which was being cooked below as the movie played, complete with the scent of garlic and other Italian delights wafting through the theater as the food was being prepared on screen. It was insane!
Favorite quote:
"Passion Persuades" Anita Roddick, Founder, The Body Shop
Advice for new entrepreneurs:
Make sure you love what you are doing. When you work for someone else, it's easier to leave your job at the office. When it's your baby, it's there 24/7 so you better love it, or at least like it a whole lot.