motivate consumers to respond to advertising and promotion. In his own words, "I guess I didn't really know what I was doing but I liked my clients, worked hard and made a decent living."
Marriage followed as did a move into Center City where he, wife Lyn and daughter Jessie still live. His first job in the city was with the old Elkman Agency where he claims to have started "Knowing nothing." His boss, Creative Director Jim Block, promised to make him into a copy writer and further promised that he would like doing it. Jim did what he promised and Ed did like it. He had five productive years there but was always the junior writer. He needed more.
Off to Becker/Kanter (now Panzano & Partners,) he soon learned the logic of focusing on vertical businesses. He was a senior creative director there working almost exclusively on shopping center advertising and promotion. The "vertical" idea had great influence on him in the early days of Red Tettemer when they spent most of their effort with cable TV and entertainment accounts.
He was recruited to Earle Palmer Brown where three factors influenced his thinking and his behavior. First, Brian Meridith, then the head of creative at EPB, showed him how important it was to have a good idea at the beginning of creative execution. "What's the idea? What's the idea?" was hammered into his consciousness. Second, he formed a new perspective about "vertical." While it's valuable and, at times, necessary, to focus on specific industries, it's also valuable and stimulating to have a broader base. Today's Red Tettemer is definitely broad based and probably always will be.
The third factor was, perhaps, the most important. In early 1992, Ed just didn't know what to do with his career and his growing, positive reputation. "I was disillusioned.
I just didn't believe in the people I worked for."
Fortunately, he was allowed to do some free lance work and frequently collaborated with Steve Red with whom he had a marvelous working relationship. He got a call from Steve about working with him on several large assignments. His copy, Steve's design skills and their ability to work together so effectively brought out his assertion, "I had the time of my life working with Steve."
It took Ed three years to convince Steve to join with him to form Red Tettemer in 1996.
They live by their mission statement, "Energize our clients and their businesses." Ed is proud when he reports that they try hard to make their clients' competitors envious. They've followed those convictions while moving from "vertical" client groups into more general accounts. Some of their recent acquisitions are SEPTA, University of Pennsylvania Health System and Hatfield Meats.
Neither Ed nor Steve has much tolerance for the traditional approach used by many agencies. So, they've successfully created a fun environment. Their office space is designed in creative ways. The décor is imaginative but comfortable. There are surprises everywhere: a conference room with no conference table, eclectic art work all over the walls, small nooks and crannies with interesting appointments and two balconies which allow for panoramic views of the City. The physical experience of the offices is sure to be pleasant and entertaining for every age group: traditionalists as well as employees, whose average age is under thirty.
What's the smartest business decision you ever made, Ed? Instantly, the response is,
"Being in partnership with Steve Red. In fact, that may be my best life decision."
How about your worst decision? "I waited too long to expand from our "vertical" focus.
also, I think I've been too reclusive." (Maybe this article will help, Ed.)
Fun for Ed? Trying to understand client needs and finding solutions. Cooking. Reading. Joining the fire company near his beach home. Remarking that he thinks he made his Mother and Father proud. Red Tettemer's annual retreat. Family. Many things.
One more question, Ed. "What would you do with a couple of wishes?"
Thoughtfully, he responds in a way that further demonstrates his passion. He says that he'd like to keep in closer touch with all of his employees, that he wishes he could reenergize the agency more frequently and that he'd like to take time to celebrate their good fortune more frequently.
If life is dull, if you need a shot of passion in your life, if you'd enjoy being stimulated by the innards of an ad agency, if you respond to another person's motivation and, yes, passion, visit Red Tettemer. While you're there, try to spend a few minutes with Ed. As his Mother taught him, "Keep your eyes and ears open." You'll enjoy the visit.
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