LEADERS OF THE NEW: Ross Webster

Leaders of the New is an ongoing series at jettlandicho.com that will focus on the future talents of advertising. Click here to check the archives.

Name: Ross Webster

Career Path: Account Executive

Education: Creative Advertising Graduate of Seneca College/Business Marketing Graduate of Humber College

Advertising Experience:
Internship at Integra Foundation
• Client relations
• Research
• Direct Mail
• Organize files
• Attend recording session (Susan Hayes looks exactly how she does on television)

2 years of the Creative Advertising Program at Seneca College
• Various agency pitches
• Volunteer for Marketing Week
• Numerous days of “burning the candle on both ends”

One Thing About You:
I love listening to great, thought-provoking music. Great musicians can paint a picture in their lyrics and are able to make you think. Some musicians that have influenced me have been Jay-Z, Common, Nas, Outkast, John Mayor, Stevie Wonder, Bob Marley, Anthony Hamilton and Kanye West. (The list can get longer). Music keeps me focused, motivated, calmed and really clears my mind.

Contact: rossmwebster@gmail.com / websterross@hotmail.com

Full interview after the break!

When did you know that advertising was for you?

I think ever since I was old enough to watch TV my father always told me, “I should be in advertising.” I always wondered about advertising and what it took for a commercial to air on TV. After my first semester agency pitch to Due North in the Creative Advertising Program (CAB) at Seneca, I was pretty certain that I wanted to be in advertising in some way, shape or form. After all the hours my group put in, down to actual pitch was fun and exciting, even the arguments and stress we had was an experience I’ve never been through, but it excited me and I knew I could handle it and wanted more (laughs).


One expression I’ll never forget you saying is, “Advertising is my hustle.” What do you mean by that?

(Laughs) I had a feeling this question would pop up. Well just to make sure I’m clear I would have to define hustle, because I know that there could be a negative stereotype which surrounds that word.

To me a hustle is something that someone has a great passion for and is something that person dedicates their time to. Ever 1996 I’ve listened to ever single Jay-Z album, and he chronicles his life as a hustler, in his music he would describe the amount of time and effort he put into his hustle. As I grew older I realized that it’s not only “drug dealers” who are “hustlers” but it can be anyone who is passionate about what they do. For example Michael Jordan, yes he’s greatest basketball player ever, but I would label him a “basketball hustler” because he spent so time to perfect his game, becoming basketball’s greatest player ever. Then he turned himself into brand (clothes, shoes, fragrances etc).

Both Jay-Z and MJ throughout their respective career have accomplished so much and they can adapt to the changing environment as well. So when I say, “Advertising is my hustle,” it means I’m trying my best to understand advertising as a whole, the history, the pioneers, all the aspects of advertising. I try to adapt and understand new media, and I embrace the challenges it throws at me. Obviously you may not find me on a Mac creating a logo, but I know I have a creative mind, and hey I can draw! (laughs). I read newsletters from various sources (Adage, Mediaweek, Brandweek etc.) and subscribe to Marketing Magazine to keep myself informed about what is happening in the advertising spectrum.

Lastly and most importantly, I have to mention that even though people like Jay-Z, Michael Jordan, Wayne Gretzky, Quincy Jones, and other legends are great at what they do, they did because they loved and enjoyed what they did. I wouldn’t force to myself to be an “Ad Hustler” if I didn’t enjoy this, advertising in my opinion is a great art form with so much to offer. I really have to shout out Anthony Kalamut (CAB’s program co-ordinator). His class sessions were really inspiring and gave me confidence and drive. Shout out to all the other professors as well, “it takes a village”.


How did you get from being a student to being an intern at Integra?

Connections my friend. Billy Sharma (DM God) my professor and colleague connected me with the great people at Integra. He has a great reputation for recommending great interns, so I suppose his word is as good as gold. I went in for the interview, which was more like a casual gathering, and at the end of it I was offered the position.


Describe a day in the life of Ross Webster at Integra?

I’m sure you’ve heard this before but, everyday is totally different. At times it can be time consuming conducting client research, and other times could be spent proof reading newsletters, emails, and reading blogs. This past week Susan Hayes from Global came by Integra to record a story on one of the programs at Integra, and she interviewed a few people. Just seeing that whole process of a recording session was great because it’s not every day you get to see that whole process of an interview before it hits TV. The people I work with are great and caring people as well, they’re easy to work with and we spend all day laughing and telling stories (while we do work of course).


What’s unique about working for a not-for-profit company?

The distinctive part about working at Integra is their “cause”. Integra does work for children that have mental health issues, a LD (Learning Disability) and other behavioural problems. Integra has various programs that help and guide these children, which in turn helps them mentally and socially. I think that cause alone makes what I do really worth it. I’ve met some of the children that Integra helps and just talking to them, makes me happy to know I work for a company that cares and does something to help children.


You were networking so hard when we worked together at Marketing Week 2008. What is your whole mindset towards networking? How do you approach it?

This goes back to my mind set of “Advertising is my hustle” and that I have strong presentation skills. During that week as you know, we saw a lot of the industry’s top and best for example, Frank Palmer, Scott Goodson and Paul Lavoie just to name a few. I’m the type of person who doesn’t like to watch an opportunity pass me by, because I know if I don’t move on my instinct, I might regret it.

So I tried talking to as much people as possible, let them know I exist and that I’m here trying to make an impact. I remember in my 1st semester in CAB, right before our first agency pitch I was extremely nervous, but it occurred to me that I had nothing to be nervous about; I thought to myself “these people breathe the same air as me” (laugh) as weird as that may sound, it’s true. That helped me to relax, and make an awesome presentation.

I remember talking to Frank Palmer (DDB) about what he thought about the changes in advertising, starting up an agency and other things, and after we finished talking, I realized, “I just talked to CEO of DDB Canada, if I can talk to him what’s stopping me from approaching anyone else?” Anthony Kalamut always reminded me, “What is the worst thing someone can tell you? No.”


What would be your dream client to work with? Why?

I don’t have a dream client to tell you the truth. I hope after having a more experience maybe I’ll gain a “favourite client”. But as of now, I think my dream client would a client that shares the same ideas and values that I have, they’ll be a client that’s fun. I wouldn’t mind working for Jay-Z though.


Before you retire, what do you hope to achieve?

I would be happy having a good reputation and have the respect of people and peers within the industry. Knowing that people respect my voice, thoughts and my ideas is something I would appreciate. I want to be accomplished and successful of course. I want that positive retention in my peers’ mind. I’ll be happy with just that.


What do you do for fun?

I like being around good people who are doing something with their life just as I am, and not sitting around waiting for their life to start. I love to play a good game of dominoes, because in order to win a game of dominoes you need strategy, and that won’t happen if you’re just matching the numbers together (laughs).

I love reading about the history of other countries and just history in general. I used to be a frequent movie goer but due to school I had to cut back, but I think I’ll be starting to go the movies once again. I also love to travel, especially to Barbados to see family and friends and of course to attend Crop Over (similar to Caribana in Toronto/Carnival in Trinidad and Tobago) but better. (laughs) I love to watch sports and attend sporting events, I would love to go to a tailgate party for the Steelers at Heinz Field, or sit courtside and watch Kobe and LeBron go head to head.


E-Elevator Pitch: Sell yourself in 140 characters or less.

Let me show how I can be a great asset to your team. I have great presentation skills, which is why I’m taking this chance to talk to you now. Most of histories greatest moments occurred because someone took a chance. I’m free labour; you’ve got nothing to lose and everything to gain!


If you're an advertising student or are just starting out in the business and would like to be featured on Leaders of the New, send me an email at jettlandicho@gmail.com