Creativity is the name of the game in the fast-paced world of advertising, most would agree.
You won’t get any arguments from Elizabeth Crisler.
She named her ad agency Liquid Creative after launching it with a $10,000 investment from a Dallas agency owner, a card table, telephone and herself.
“Initially, he asked me to manage the business but later agreed to make me a partner,” said Crisler. “After three years of client and company development, I scraped together funds and loans to purchase what I’d built here and we changed the name to Liquid Creative.”
Serving clients across the spectrum from financial, legal and educational fields to retail, restaurants and non-profits, Liquid Creative has built an impressive portfolio in the past decade.
Included among Crisler’s advertising clients are such notables as M&F Bank, AMF Bowling, Daniel, Coker, Horton & Bell, MISSCO, Sheldon Laboratory Systems and Kor Food Innovation.
The secret to the company’s recent growth, says Crisler, is good, old-fashioned hard work.
“Hard work and the willingness to go the extra mile,” she said, adding that the company draws on the talents of a “creative staff that brings sometimes mundane products and services to life in ways that make consumers react. In short, hard work, great clients and a creative staff with a willingness to do whatever it takes to deliver.”
One of Crisler’s biggest challenges in the past year is keeping her employees up and running during renovations to the agency’s building. Liquid Creative added a second floor to accommodate its growing staff and renovated the first floor, creating new offices and client meeting areas. Crisler says the firm also added a new covered deck outside that allows the staff to get away from their desks during the day.
“After many months of dust-covered floors, we are happily in our new digs,” she said.
Another challenge facing the company was to not be influenced by the negativity surrounding the nation’s economic crisis.
“We were determined to keep our heads up and our noses to the grindstone by continuing to cultivate new clients and think outside the box for new client sources,” Crisler said. “We’ve managed to increase our client base and expand into new client categories in the past year.”
Aside from the sheer change in employee and client numbers, client categories and dollars billed, the biggest change for the company since opening in 1999 has been the influx of the Internet, an area of the agency that has grown ten-fold.
“When I started the business 10 years ago, we were doing only a few websites for clients,” she said. “Creating websites was expensive and now building them is commonplace and a huge part of the marketing mix that we bring to the table.”
Crisler predicts the next 10 years will see a decrease in print media.
“This will happen as the older generations become more adept to electronic media, and as younger generations become more prominent in the marketplace,” she said. “I believe we will see a public that wants everything faster than ever. Our challenge will be to stay ahead of the game through education and the flexibility to adapt to a faster-paced consumer marketplace.”
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