Scott Rippe

Agent
Scott Rippe President/CEO

About

After 7 years in the radio business, writing commercials and executing promotions, Bacardi convinced me to start my own agency so I could work on a wider scope of marketing solutions for clients. It was the most reckless, irresponsible and most rewarding thing I’ve ever done.

What do you think is the most important skill for a marketer to have, and why?

Self-awareness. Consider how you react to advertising and marketing, because others will likely do the same. We're not here to manipulate people into buying things or aligning with certain brands. We're to help solve people's problems and we don't have to get overly cute to do that. Be your own worst critic by empathizing with your audience and look at your work from their point of view.

What advice would you give to someone who's just starting out in marketing?

College students -- take psychology and consumer behavior classes. Learn how to research and test your ideas with real-life audiences. Learn how to become a better writer.

What's your favorite book or movie of all time?

The books I read about genealogy and meteorology probably wouldn't interest most people. But my favorite movie of all time is "Fargo." It's hard to balance suspense with dark comedy, but Frances McDormand carried that torch high!

If you could have any job other than what you have now, what would it be?

I would be a teacher. So much of sound marketing isn't technique that can be taught and learned; it's instinctive and inate. But so many young marketers don't allow themselves that instinct because there is "protection" in just doing what you're taught. As a teacher, I'd find ways to tap into individual talent and instinct.

If you could have dinner with any historical figure, who would it be?

I'm going to bend the rules a bit here. My 4th great grandfather, Johann Jakob Widmann, was something of an historical figure. He invented the world's first continuous paper mill in the early 19th century in Heilbronn, Germany. He has books written about him, a technical school named for him, and when I went to visit Heilbronn in 2018, I was greeted by TV/radio/newspaper reporters just because I was a descendant. Widmann is the subject of the first chapter in my family tree book, and I would love to have dinner with him to see if I got it right.

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