Bob Posner, principal at Posner Advertising, has been in the advertising industry for over 25 years. As principal, he oversees the agency resources, strategic development of campaigns and creative and media strategies. We sat down with Bob this week to get a better glimpse of who he is, what he does and what ads make him tick.
Describe yourself in three words. Creative. Insightful. Effective.
Fill in the blanks: Advertising is everywhere in our lives.
If you could do something other than advertising, what would that be?
I’d be a fine artist or an architect.
Why did you and your brother Peter Posner form Posner Advertising?
Actually my father Sidney Posner had been in the advertising business and both Peter and I grew up in it. His Agency was called Newmark, Posner and Mitchell (aka. NPM). When he retired in 1993 Peter and I formed Posner Advertising, bought his accounts and provided him with an exit strategy.
You’ve worked with Peter [Posner] for the past 35 years. Tell us what it’s like to work with someone so close.
What can I say, he’s my brother! My first time working with Peter was when I was only 14-years old, as a coolie at Catalina Beach Club in Atlantic Beach, Long Island. He was a cabana boy and I was his assistant. It was all about the tips.
What was the most important lesson learned throughout your career?
Never take things for granted. Value clients and colleagues alike. The rewards are not in the prize, but in the journey.
Who was your first client?
My first client was Linda McKean of McKean Real Estate in Sullivan County, New York. I remember driving 2 hours to meet with her and her father. Her father came in from hunting with a rifle and was apparently a real maverick in that part of the county. He showed me a dozen buck hanging from a tree. I knew then that I couldn’t mess up. Linda and I had taken an immediate liking to one another and we worked together for over 10 years.
Since then, you’ve worked with some really big named clients – Trump, Asprey, L.G. and Capella to name a few. Can you recall an advertising campaign you were most excited to work on?
I’ve been really engaged on the Capella account in particular because the founder of the company Horst Schulze is a true legend in the hospitality business and I find him inspiring. I also had great fun working on the branding for Citi-Habitats and helping its founders, Andrew Heiberger and Gary Malin, grow their brand into a huge success.
Is there a recurring style or idea that marks your creative work at the agency?
Honestly, every creative solution is entirely different and specially devised to solve a particular marketing challenge. While all of Posner’s work is impactful and visually engaging, rarely do you see two campaigns that look anything alike. The one thing that is consistent is that we deliver strategies and solutions that generate an immediate response.
What does a good ad say to you?
A good ad gets my attention right away. It is memorable and has emotional resonance. It can take on many different tacks and still deliver emotional resonance – be it entertaining, inspirational, endearing, familiar, sexy, etc. The bottom line is, it should make you want to experience that product or service soon.