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>> My name is Kate Allison.

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[phonetic] I am the CEO and founding
partner of the Carmen Agency.

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[phonetic] So there's several dimensions
to advertising and public relations work

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that really go into the whole
client relationship.

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So one piece of it is the
client relationship management.

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And that is really working very hard
to understand what the clients need,

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what their expectations are, figuring out how
to manage their budgets with great stewardship

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and their resources to the maximum advantage.

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And then taking that and bringing that
back to the creative teams as well

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as to the public relations teams and
saying here's what our goals are,

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here's what they would like to have happen.

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How do we do that?

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So it's a whole range of things.

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So it could be from dealing with
reporters and editors and having meetings

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with editorial boards and those types of things.

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And it could be down to the
creation of an advertisement.

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So we are working in teams almost all day long.

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Very few hours are actually spent
without being in a team environment

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where you're actually sharing ideas with
colleagues, bouncing ideas back and forth.

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For instance, in a creative team you'll
have an art director and a copy writer.

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Well that art director and copy
writer are collaborating all day long

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on how do we execute an ideal to come to life
through visuals as well as words and making

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that really great and interesting?

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So that kind of collaboration
makes for a great environment.