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Marc Kempter, BJ '86

What do you do in your job?
I am one of the founders of CORE, a creation studio. I started CORE to create a place that is focused on doing great work, work that is interesting, beautiful, lasting, and stands for something more than just a giggle. Our work has integrity, and we are proud of it. My role at CORE is working as a strategist and an account person.

Why did you found CORE?
The main reason I helped found CORE is that there was a lack of really good work done in advertising. Ten years ago, when CORE was founded, we had insight into what the industry is today. The 30-second spots just were not effective anymore, and consumers were not seeing work that was meaningful. CORE is a creation studio, where we produce a variety of advertising ranging from short film to new technology. We are not doing a lot of traditional advertising.

Is there any work that you are particularly proud of?
I'm proud of almost all the work we have done, but one campaign I am especially fond of was for the St. Louis Post-Dispatch. The campaign reminded people how important a newspaper is to a community, that it is a lot more than just flashy headlines. Part of what made me proud was that this campaign earned the respect of the newsroom at the paper as well as the marketing people.

What do you think is one characteristic or trait that the most successful people in your area have?
A love and a passion for what they do.

What trends or issues do you see in the future for advertising?
In the future, I think we will see more respect for the consumer. Advertising can no longer be force-fed to them. Consumers will pick and choose what they want to view and how they want to view it. Brands and agencies that recognize this will learn to create more meaningful advertising. Brands that don't will waste a lot of money.

What is the best professional lesson you learned at the J-School?
One of the most important things I learned was saying what I wanted to say.

What advice would you have for current students?
Enjoy your time at school. It is a time of absolute freedom and a place to make lifelong friends.

What advice do you have for students looking for their first job?
It is important to look at your first year as continuing education. I think everyone should have one bad job because it allows you to learn what you don't like. This will then help you do what you love and work where you love.

What person has had the most impact on your professional life and why?
Dan Kerlick, a J-School graduate, hired me for my first job. He taught me that the work we produced had value. We were not in the service business. The work, the end product, was the reason we did what we did. He also taught me to be fearless in pursuing that goal.