Q. The business is 30 years old. To what do you attribute the longevity?
A. So many factors come to mind. Here are a few, not in any particular order of importance.
• Perseverance. It definitely sucks to hear “no” when you submit a proposal or make a great pitch, but you just have to move on to the next opportunity.
• Sacrifice. Many times you work late, arrive early, work weekends, spend time away from family and friends. Not to mention, during some slow periods you might get by with less. During those tough times, you can have confidence that things will improve because it’s in your hands not someone else’s.
• Partnership. Much of the stress and sacrifice I just mentioned are shared because I have a business partner. The weight is distributed over multiple sets of shoulders. We all know how mush easier it is for two people to wrangle heavy furniture up a flight of stairs than it is for one. Come to think of it, we’ve actually done that a few time. Plus, separately we’re bound to make our share of mistakes, but when we make major decisions about the direction of the business together, we get it right more often than not.
• Stubbornness. After 30 years of being a business co-owner, I can’t imagine ever working for someone else in a traditional boss-employee relationship.
Q. How has the business evolved?
A. Keep in mind that our business launched in 1992. Technology has changed every aspect of life and business since then. The original name of our firm was Inprint. We chose that name because we were experts at all facets of print media, from concept through ink on paper. We bought a lot of printing on behalf of clients. Thirty years later, the notion of a firm specializing in print media sounds quaint and perhaps a bit absurd. In 1992, the internet was in its infancy. Websites were not common.
Our firm grew into a full-service ad agency. Today, print media is a relatively small percentage of our business. We have found great success with branding. We help clients with strategic direction, including developing media plans. We provide creative services for every imaginable end use — print, online, social media, out-of-home, and broadcast and video.
Q. What are some memorable projects?
A. There were some great projects for U.S. Foods, like food shows that had themes like Mardi Gras, Wild West or Hollywood. We really had a chance to get super creative with those. In the early years of our business, we created logos and other things for performances at Mill Mountain Theatre. Of course, the actual logo designs were done entirely by my business partner and creative director, but I got to interact with the marketing people at the theater who were all incredibly fun and creative personalities. More recently, we have done some exceptional work for local tourism offices. It’s gratifying to see it succeed and increase visitation. Obviously, I have a unique and biased perspective on this, but I think our team has helped to launch some of the strongest local tourism brands in the mid-Atlantic.
Q. How did your agency’s specialty in travel and tourism develop?
A. Over the course of 30 years, we have had clients in tourism, foodservice, higher education, assisted living, non-profit, automotive and many more. All of those industries are interesting and we have learned much about each of them, but we really wanted to be able to supply expert and nuanced guidance to our clients. Tourism is an industry in which creativity really matters. We chose to really work hard to serve the travel and tourism sector and develop a reputation as a firm that gets results by using research, data, experience and exceptional creative work. Our entire team has learned a lot about destination marketing. I have genuinely immersed myself in it and I still find it fun and challenging every single day. I have attended more tourism industry events than advertising industry events. I have even had the pleasure to speak at industry conferences and conduct educational webinars, something I would not have predicted 30 years ago.
Q. What’s next for Mikula-Harris?
A. I hope it doesn’t sound corny, because I think it’s true, that we are producing some of our best work ever right now. Creatively, our current team is firing on all cylinders. We are hyper-focused on continuing to produce nothing but great work. We want clients who agree that quality and creativity move the needle in advertising.
Q. What advice do you have for young people?
A. Let me answer this in multiple parts.
First, to young people beginning their career with a graphic design firm or agency, your talent and creativity is what will make you valuable to your employer. Don’t be shy about sharing ideas even if they’re spur-of-the-moment and not highly polished. Be bizarrely, weirdly, wildly creative in all things. Imagine how strange the conversation must have been in the conference room when someone said, “I got it, let’s use a talking gecko that walks upright to sell insurance.” Think like that. At the same time, expand your abilities by constantly learning from those around you.
Second, the entrepreneurial spirit is wonderful but it’s not for everyone. As a business owner, you carry some weight on your shoulders and put a lot at risk. I would never discourage anyone from launching a business, but I suggest giving serious consideration to how you’d handle stress and responsibility. Not only is your own income and future in your hands, so is that of the people who work for you. After very careful thought, if you’re comfortable accepting the stress, supremely confident in your skills and the thought of being your own boss is appealing, then go for it.
Finally, enjoy every minute of your career because it goes by fast.