Today we’d like to introduce you to Jonathan Wolfson.
Thanks for sharing your story with us Jonathan. So, let’s start at the beginning and we can move on from there.
I started my career with a shiny new degree in psychology, a design portfolio in hand, and was ready to conquer the world. Thankfully, I left the world intact, and instead landed my first job as an advertising copywriter at a big Boston agency. I always had a knack for writing and made animated films as a kid, so it was fun to get paid to be creative.
Over the next ten years, I gained lots of big ad agency experience as I worked my way up the ranks at a few different agencies. First, writing print, radio, and tv spots for major brands. Next, joining a top 20 U.S. ad agency where I helped start a successful new department focused on results. I later joined a young Boston agency and developed the creative for every major new business client as we built it into New England’s fastest-growing ad agency. Then, a few years later, I was recruited to join the region’s biggest advertising firm when they gained their largest client to date, and my experience made me a good fit to help lead their effort.
Along the way I was happy to collect accolades, experience, and awards – but all the while, I felt something was missing.
When helping some clients, I felt like I was really doing something good – promoting a product or service that I’d feel happy recommending to a friend or loved one. But with other clients, I didn’t want to promote something I couldn’t stand behind, so I’d have the work reassigned, and that wasn’t always welcome in the agency world. I realized I really wanted to have more control over how I was contributing to the greater good through my career.
So, that’s when I started my own business years ago, so I could work with companies and clients I feel good about, and help them succeed. Sometimes I provide copywriting and creative direction as a solo consultant, other times I’ll team with art directors, designers, and creative services firms to handle major campaigns. But always, working to create compelling communications to help good organizations do good things.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
I’ve been lucky enough work with a lot of great clients that have led to longstanding business relationships, so it’s been a pretty smooth road for the most part. Usually, one happy client leads to another, and once companies see how you’ve helped other organizations like theirs, they want your help too. That said, there are always setbacks.
I remember after years of being thrilled with our work, one major client was acquired, and the advertising and marketing was automatically handed to the big agency already under contract with the parent company. Another time, a client’s business model was completely revamped, and with it most of their personnel changed – including our longtime clients in the marketing department. You always try you best, but things happen. As Bill Gates said, “It’s fine to celebrate success, but it’s more important to heed the lessons of failure.”
I try to keep learning, not just from setbacks, but from every effort asking what could have been done better? What can be learned from that experience? Since I’ve always used Mac computers and never a PC, I should probably add that Steve Jobs once said that being fired from Apple, the company he founded, was the best thing that ever happened to him. He learned, reflected, and came back, bringing new innovations to the company – and you know the rest of the story. And come to think of it, why didn’t I buy Apple stock years ago when I thought it was such a great company? I’ll try to learn from that one too!
So, as you know, we’re impressed with Wolfson and Partners – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
Wolfson + Partners is a flexible communications resource that’s built around the needs of the client. With lots of experience in areas including financial services, healthcare, and technology, I work with corporations and creative partners, based out of my office on Boylston Street in Boston.
For example, teaming with creative partners, we’ve helped launch successful brands and developed record-breaking advertising campaigns. But sometimes companies need an experienced freelance writer or creative director – so I work directly with the client companies in that case, or may work with their own in-house design resources. It’s really about being nimble, bringing in the right partners when needed, and doing what it takes to help clients succeed.
I’d say what sets us apart is the ability to develop concepts that get the right message across in the right way. I make sure I really understand the client’s business, the mindset of their customers, and help the client grow an honest, authentic relationship with their customers. After all, brands are no longer just what you buy. People think about a brand and what it stands for, what experience it brings them, and that determines how they feel about being a customer or client.
Developing that kind of positive connection takes a sound strategy and creative approach based on who that client really is so that their authenticity shines through in a way that resonates with their customers. And that truth can be the foundation of a great relationship.
So, what’s next? Any big plans?
This is a really transformative time for the way people interact with advertising and marketing – and for the people who create it.
New technologies are enabling marketers to deliver more targeted, relevant advertising to consumers. While print advertising still has its place, digital marketing like email marketing, online display, search, social media, and mobile marketing has changed the way companies connect with their customers. So marketers have to use all the right tools to provide personalized, relevant content – and reach people where they’ll be most receptive. Of course, that technology has to be combined with an understanding of the fundamentals it takes to create effective communications, and the skill and experience to deliver.
Today, the best marketers don’t just keep pace, but try to stay a step ahead as marketing trends evolve – and hopefully, it all makes learning about products or services you want to know about less intrusive, and more engaging and welcome.
Contact Info:
- Address: Wolfson + Partners
229 Berkeley Street, 5th Floor
Boston, MA 02116 - Website: wolfson-partners.com
- Phone: (617) 266-5090
- Email: info@wolfson-partners.com
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