{"id":7597,"date":"2018-04-20T12:00:40","date_gmt":"2018-04-20T17:00:40","guid":{"rendered":"https:\/\/bestofswla.com\/?p=7597"},"modified":"2018-04-20T12:01:11","modified_gmt":"2018-04-20T17:01:11","slug":"ad-man-peter-ocarroll","status":"publish","type":"post","link":"https:\/\/bestofswla.com\/2018\/04\/20\/ad-man-peter-ocarroll\/","title":{"rendered":"Ad Man: Peter O\u2019Carroll"},"content":{"rendered":"

Forty Years of Thinking Outside The Box For Local Advertisers<\/strong><\/em><\/p>\n

Story By Brad Goins \u2022 Photos By Jason Carroll<\/em><\/p>\n

If you wanted to know what\u2019s what in Southwest Louisiana advertising, one of the people you\u2019d ask is Peter O\u2019Carroll. Part of the reason O\u2019Carroll knows so much about advertising is that he\u2019s genuinely fascinated by the subject. He\u2019s studied and observed it. And he\u2019s spent 40 years running a local advertising agency. \u201cAdvertising has always been an interesting topic to me,\u201d he says.<\/p>\n

A few weeks ago, after a long, fruitless search for a Jamaican restaurant, O\u2019Carroll and I settled into a booth in Miyako, and I started figuring out what could make a person so interested in advertising.<\/p>\n

The interest began a number of years ago. O\u2019Carroll got a master\u2019s in journalism at LSU. In the process of doing so, he took several courses in communications and advertising. And he found he enjoyed them.<\/p>\n

After he got his master\u2019s, O\u2019Carroll decided to \u201cstep off the cliff\u201d and open his own advertising agency in Lake Charles \u2014 The O\u2019Carroll Group, which went into business April 1, 1978.<\/p>\n

\u201cIt was one person \u2014 me.\u201d But at least there wasn\u2019t a tremendous amount of competition. \u201cThere were only two other agencies in Lake Charles.\u201d They\u2019ve since gone out of business.<\/p>\n

That was a sign of things to come. \u201cLake Charles has always been a market of few ad agencies,\u201d says O\u2019Carroll. \u201cYou could always count them on one hand. Many have come and gone.\u201d<\/p>\n

The Principles<\/strong><\/p>\n

So how has O\u2019Carroll\u2019s agency endured for 40 years? \u201cBy doing great advertising,\u201d he says with a laugh. \u201cSeriously, part of it is sheer persistence.\u201d<\/p>\n

\"\"<\/a><\/p>\n

THE EARLY DAYS: In the 1980s, O\u2019Carroll ran a copy shop in tandem with his advertising agency. Here he poses for a photo with Xerox mascot and advertising icon Brother Dominic<\/p>\n<\/div>\n

 <\/p>\n

But also, he says, \u201cwe try to live by some principles.\u201d The principles are pretty basic. Still, says O\u2019Carroll, not every agency follows them.<\/p>\n

\u201cWe insist on being category-exclusive. If you\u2019re working for a client, you don\u2019t represent another business in that category.\u201d For instance, if one of your clients is a bank, don\u2019t take on another bank. \u201cThat\u2019s like trying to serve two masters,\u201d he says.<\/p>\n

Then there are principles about the proper flow of funds. \u201cWe are an agency, and that requires a great deal of trust. When our client pays us for the advertising we\u2019ve placed on their behalf, we\u2019re obligated to first pay their media bills \u2014 then we keep only what\u2019s left, our commission. That\u2019s the rule: It\u2019s not your money until you pay the media.\u201d<\/p>\n

O\u2019Carroll gives the hypothetical example of a client who tells the agency to buy advertising in several media \u2014 say, television commercials, billboards and magazine ads. The total price tag is $10,000. When the client pays the advertising agency for those ads, the agency must pay the television station, billboard company and magazine immediately, and keep only the commission portion.<\/p>\n

But occasionally, an agency owner may be under pressure to meet payroll, cover rent, make utility payments and so forth. He has the client\u2019s check for $10,000 in his hand. So, he makes the unwise decision to pay his own bills with the check \u2014 and the media bills go unpaid.<\/p>\n

When the media start missing the money for the ads, they may go to the advertiser \u2014 the agency\u2019s client \u2014 who in turn will go to the agency and ask what happened to the funds. The financial and legal fallout from this kind of scenario has caused some agencies to go out of business.<\/p>\n

\u201cWe\u2019ve built a reputation and trust over our 40 years,\u201d says O\u2019Carroll. In the end, he says, his agency just tries to make the \u201cbest, most effective advertising\u201d for their clients. \u201cWe\u2019re successful when our clients are successful.\u201d<\/p>\n

When he first started out, O\u2019Carroll ran a small quick-printing operation in his building for about five years. \u201cIt provided an income while the agency was in its early stages.\u201d<\/p>\n

Meanwhile, Peter\u2019s brother, Pat, was running the popular Pat O\u2019Carroll\u2019s restaurant in Lake Charles in the 1980s. It was one of Peter\u2019s first advertising clients. Peter recalls designing a different \u201ccollectible\u201d drinking mug for the restaurant every month. He says he still owns about 50 of the old mugs, and many others in the Lake Area are proud owners of similar collections. \u201cPeople still ask me about those silly advertising mugs \u2014 30 years later,\u201d he says. \u201cMy first claim to fame!\u201d<\/p>\n

O\u2019Carroll started off by calling his agency Peter O\u2019Carroll Advertising. After a few years, that was changed to the O\u2019Carroll Group. The name change reflected not only the fact that the business had taken on several employees, but also that it had branched out into areas beyond advertising \u2014 such as public relations and other marketing services.<\/p>\n

What An Ad Agency Does<\/strong><\/p>\n

People have seen shows like Mad Men, but they may not know what an ad agency does, says O\u2019Carroll. \u201cWe don\u2019t really tell people what we do behind the scenes. We put the spotlight on our clients.\u201d<\/p>\n

\"\"<\/a><\/p>\n

ADVERTISING GOES DIGITAL: The 1989 Macintosh SE\/30 on the left, with its 9-inch black-and-white screen, started the O\u2019Carroll Group\u2019s transition to digital production of advertising. The new Mac on the right is the primary tool the agency uses today.<\/p>\n<\/div>\n

 <\/p>\n

So, what do they do? \u201cWe help the client with their advertising strategy and planning, then we create [the advertisements], produce them and place them in the various media.\u201d O\u2019Carroll says his agency operates as a sort of one-stop shop for companies who want to advertise.<\/p>\n

Some clients are quite happy to put the entire business of advertising in the group\u2019s hands. O\u2019Carroll said he\u2019s had clients tell him, \u201cWe\u2019re so thankful we don\u2019t have to sit through a hundred media sales calls.\u201d<\/p>\n

During the last 40 years, a lot\u2019s changed in the way agencies make ads. \u201cOne big change is the technology we use to produce and distribute advertising. [Years ago], for print ads, we had to go to typesetters for the type, then we had to do paste-up by hand.\u201d Then \u201ca big graphic arts camera took a picture\u201d of the ad. Finally, the \u201cad slick\u201d was sent to the newspaper or magazine.<\/p>\n

And these ads had to be hand-delivered. \u201cWe had a runner on staff for delivering ads to the media, [including] tapes to TV and radio stations.<\/p>\n

\u201cIt was a breakthrough when everything went digital. When they invented PDFs, we could actually email an ad to its destination. It\u2019s allowed us to do more ad production work with fewer people.\u201d<\/p>\n

And, he says, such computer design programs as Photoshop, Illustrator and InDesign now enable local agencies to \u201ccreate richer-looking, more attractive ads.\u201d<\/p>\n

The Internet<\/strong><\/p>\n

\u201cAnother big change came with the Internet,\u201d says O\u2019Carroll.<\/p>\n

Before the dawn of the cyber age, people had three television networks to choose from. Most families watched the evening news on TV, read the daily newspaper and listened to the radio.<\/p>\n

\"\"<\/a><\/p>\n

REMEMBER PAGERS?
In the 1990s, the O\u2019Carroll Group promoted pagers and cellphones for Cellular One.<\/p>\n<\/div>\n

 <\/p>\n

\u201cAdvertisers used to have just the traditional mass media,\u201d says O\u2019Carroll. \u201cNow all the new media [that have come with the rise of the Internet] have taken their place beside radio, TV, newspapers, magazines and billboards.\u201d<\/p>\n

Ad agencies have always used demographics to get their advertising messages to \u201cthe right people.\u201d For instance, O\u2019Carroll says, if the makers of laundry detergent wanted to target \u201chomemakers,\u201d they would advertise on TV programs watched by that demographic group.<\/p>\n

\u201cThe Internet takes that to a whole new level,\u201d says O\u2019Carroll. \u201cGoogle and other Internet data companies know so much about your likes, your buying patterns, the websites you visit, [they have] the ability to target ads more precisely than ever.\u201d<\/p>\n

With the Internet has come \u201call kinds of new media\u201d and the advertising that goes with them \u2014 banner ads on websites, sponsored posts on social media, Google Adwords (which enables an advertiser\u2019s ad to pop up when someone does a search for a similar product), and video pre-roll ads (the short advertisement that runs before you see a video on YouTube).<\/p>\n

\"\"<\/a><\/p>\n

HOCKEY COMES TO LAKE CHARLES: O\u2019Carroll introduces the Lake Charles Ice Pirates at a 1997 press conference.<\/p>\n<\/div>\n

 <\/p>\n

O\u2019Carroll says users are sometimes surprised to see an ad for a local company precede an internationally popular YouTube video. But online platforms from Google to Instagram to Pandora allow anyone \u2014 even small local advertisers \u2014 to place ads that target their own local geographic area. O\u2019Carroll also notes that with all the advances in digital graphic design and video editing software, \u201ca local ad or commercial can look as good as a national one.\u201d<\/p>\n

\u201cInternet advertising is built on algorithms\u201d that match ads to a particular consumer\u2019s interests, says O\u2019Carroll. \u201cBehavior A implies an interest in product B,\u201d and so forth.<\/p>\n

It\u2019s not a perfect system. O\u2019Carroll tells me that his son, who is a neurologist, does not use Facebook. But when O\u2019Carroll goes on his own Facebook page, he routinely sees advertisements pop up for products of interest to neurologists.<\/p>\n

\"\"<\/a><\/p>\n

A Sampling Of Some Of The Dozens Of Logos Done Over The Years By The O\u2019Carroll Group<\/p>\n<\/div>\n

 <\/p>\n

How can this be? Well, Peter O\u2019Carroll\u2019s son has exactly the same name as his father. Some algorithm is generating the result that these two Peter O\u2019Carrolls are the same person.<\/p>\n

(We know the algorithms don\u2019t always work as intended. As a writer, I\u2019m often obliged to do research on products I have no interest in. But, inevitably, ads for the products I\u2019ve researched start showing up on my computer screen mere seconds after I\u2019ve completed my work.)<\/p>\n

In spite of the glitches in the new tech, it does offer some substantial benefits. \u201cOnline advertising is very measurable,\u201d says O\u2019Carroll. It\u2019s easy to show a client how many times a particular ad was viewed or was clicked.<\/p>\n

\u201cThese new media require us to adapt our creativity,\u201d says O\u2019Carroll. \u201cWe\u2019re trying to stay ahead of the curve. We have to stay on top of this stuff.\u201d<\/p>\n

More Media On The Stage<\/strong><\/p>\n

\"\"<\/a><\/p>\n

AWARDS BY THE BUCKETFUL: A total of 120 glass ADDY advertising awards adorn the O\u2019Carroll Group office (some are piled in buckets in the lobby), along with a plethora of award certificates and plaques.<\/p>\n<\/div>\n

 <\/p>\n

Of course, the algorithm-driven advertising that can target millions of people individually is radically different from the traditional way ads are seen in print media. \u201cIf you\u2019re reading Lagniappe, the ads are right there in front of you as you turn the pages,\u201d says O\u2019Carroll. You don\u2019t have to worry about seeing an ad for a Caribbean cruise or a sports drink or a Vera Wang platinum creamer pop up out of the blue just because you once showed some interest in a similar product.<\/p>\n

Most feel, though, that advertising in media fueled by the Internet is the inevitable future. O\u2019Carroll says that online advertising expenditures surpassed television advertising in 2016, and the online ad market is expected to be 50 percent larger than TV advertising by 2021.<\/p>\n

One big fallout of the growth of new media is the significant shrinkage in the number of newspapers, magazines and other print periodicals. We live in an era when we\u2019ve grown accustomed to learning that such print media giants as the Chicago Sun-Times and the Houston Press have gone out of business. We see news video of crowds of employees leaving the Times-Picayune offices with cardboard boxes when that venerable media institution scales back to publishing three days a week.<\/p>\n

Given the apparent decline of print media, how does O\u2019Carroll explain the ability of Lagniappe magazine to put out one 100-page issue after another, year after year? \u201cSomething about it resonates with the community,\u201d says O\u2019Carroll. \u201cYou\u2019ve got to have decent editorial [content] to attract readers and advertising. Readers translate into advertising, and that translates into pages.\u201d<\/p>\n

O\u2019Carroll is less pessimistic than others about the future of print media. He sees a future in which traditional print media, as well as radio and television, share the stage with all the new forms of media that have come with the cyber world. Given O\u2019Carroll\u2019s experience in and knowledge of advertising, it\u2019s a prediction that must be taken seriously.<\/p>\n","protected":false},"excerpt":{"rendered":"

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