Cool Careers - Advertising Agency Owner

Interview with Barb Lebo: Owner, Lebo Media Services, Toronto, ON

"I always ask the question: 'What are you doing to invest in yourself?'”

1. How would you describe what you do?

I own an advertising agency. My company assists our clients (e.g. pharmaceutical organizations, luxury vehicle groups, banks) reach “hard-to-reach” professionals i.e. doctor, dentists, veterinarians, lawyers, etc. Our company is quite unique and there is nobody in Canada who does what we do. I have been in this business for over 22 years and specialize specifically in reaching health care professionals.

2. How do you make money/ or how are you compensated?

We work on straight commission. Every contract with every client is quite different; for example, some publications cover our expenses and others don’t.

3. What education and/ or skills are needed to do this?

I personally have an MBA and a Bachelor of Commerce and Finance. However, there are excellent sales people who do not have this educational background but who have the right skills for the sales industry i.e. strong communication skills, good telephone skills, solid interpersonal skills and drive.

4. What is most challenging and what is most rewarding about what you do?

Most challenging is that sales staff are on straight commission with no base salary. So, finding the right employees who can live with the fact that the first 3 months will see virtually no income is difficult. This is common in the magazine industry. The ideal person would be someone who already has another source of income but who can see the great potential of our business.

Most rewarding is the revenue. I get my intrinsic motivation by earning well and I have a significant income. I need it to sustain our standard of living. I have 3 children (1 of which is special needs child). I also really enjoy working in the affluent markets and interacting with affluent people. I enjoy the fact that I can work from home, that my hours are flexible.

5. What advice would you offer someone considering this career?

Be in it for the long-term! Be willing to commit the time it will take to be successful and to be great at your craft. Sales skills take time to develop but my company provides excellent training and support to help you succeed. I always ask the question: “What are you doing to invest in yourself?”

6. What is a common misconception people have about what you do?

That all I do is sell ads for magazines. That is only one aspect of what we do. We offer strategic marketing options, online market research programs, email blasts, promotions and sample strategies. I get to work at the highest level and interact with the market research directors. It’s very rewarding.

7. Do you have any final thoughts you wish to share?

I am very committed to growing the business and building a strong sales team who can ultimately take over my accounts. That’s my ultimate goal – to have my staff manage the accounts and bringing in the revenue. This means that I can maximize my time with my family. I can offer great employment opportunities for those who are interested in this field. Visit my website and contact me personally to discuss a place for you on our team