12 MONTH CERTIFICATE this business are drying up for the small agencies," he said. So what keeps Mr. Green alive? "Sheer grit and determination. I'm a survivor. I don't have a safety net. If I fall, I splatter. "So I just have to keep doing it. I have to stay on the phone and make new business calls, hope for referrals, and hope for satisfied clients to come back and do more stuff with me. "I do okay, but it's a struggle. 00 What you have to have in this business besides determination is a duck's back. You have to let things roll off you. There's a tremendous amount of rejection in making phone calls. There are problems with clients who don't like the work, or don't want to pay, or can't pay. And you tend to get that more with small companies, especially small entrepreneural - companies. "It's quite often that people who have been in this business, and have left it, will say to me, can't believe you're still around because of what is going on in this busi- ness with the small agencies," said Mr. Green. "I don't have one way of getting new business, I have a lot of dif- ferent ways. I advertise in Crain's. I advertise in The Jewish News. I do mailings. I had a newsletter, which I just discontinued recent- ly, but for a number of years I sent out 600 newsletters a month. I've got a Web site. I go to a lot of dif- ferent networking groups, which is becoming an increasingly more important way of getting business. "I have a high visibility. I send ow out press releases when I get new clients. People come up to me and say, 'You're always in the paper, you're always in Adweek , you're always in Adcrafter .' The reality is that I'm not always in there, rm just in there enough that they see me," said Mr. Green. He's been in the advertising business for 30 years. "By virtue of my survival and tenacity, it's • kept my name in front. I really * a love this business, that's anoth- er thing that's kept me going. I re- ally enjoy what I do, even though it has a lot of headaches. I still get up every morning with enthusi- asm and determination, and an idea of what I'm going to accom- plish that day. "I don't work off a traditional list like a lot of people do, although I do have a list of my expectations. Some of the guys in this business have two lists: a list of things to do, and a list of people to do them to. `Tor the type of budgets I have to work with, I give a pretty good product. I can do TV spots for clients for S3,000 on up. We try to deliver a creative product that's well thought out, that's market- ing oriented, and that gets you re- sults for your money. "Because we — meaning agen- cies of our size — are very ac- countable," Mr. Green said. "I believe in my own ability. I believe in my creativity. I believe that what rm providing is a valu- able service. Because there are companies who appreciate what I provide, and are willing to pay for it. And there are enough of those so that I can stay in busi- ness." A graduate of Wayne State University, Mr. Green taught English at the junior and senior high school levels for two years until 1967. He was director of ad- vertising for several now-defunct local magazines in the 1960s, in- cluding Lou Gordon and Jim Dygert's Detroit Scope. Mr. Green quit the publishing business in 1973 to start his first ad agency, the Southfield-based RPM Inc. At its peak in 1980, the agency had $150,000 in revenues, 35 clients, and four employees. That same year, he sold some of the RPM assets to Simons Michel- son Zieve, and joined them as se- nior vice president in charge of new business development. After 18 months, they parted ways, and Mr. Green opened his current agency in 1982. dvedising Mariiii14mett Imagety basschanged. Main Office: Southfield, with of- fices in Los Angeles, Miami, Glendale, Calif., Greensboro, N.C., West Chester, Pa. and Solon, Ohio Marilyn Barnett, president and chairman Ken Barnett, executive vice pres- ident Billings: $78 million Number of employees: 186 Sampling of major accounts:- Consumer (Account Specific Advertising): A.C. Delco; Hanes/Bali Hosiery; Heinz; Hewlett Packard; Kodak; Nes- tle; Philips Lighting; Polo Ralph Lauren. Consumer (Full Ser- vice): Ann Arbor Art Fairs; Of- MARS ADVERTISING page 106 5.75% INTEREST RATE 5270 A.F.Y./* 60 MONTH CERTIFICATE &Oak INTEREST RATE 6• 1 3% A.F.Y./* These are fixed rate certificates of deposit that are insured by Federal Deposit Insurance Corporation (FDIC). A minimum opening deposit and balance of $500.00 is required to obtain the stated Annual Percentage Yield. .or prir**** tom_ *41 Deposits ** Federally Insured 4, roSort000 BANK EQUAL HOUSING OPPORTUNITY CALL (810)338-7700 or (810)352-7700 LENDER Main Office 2600 Telegraph Rd. 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