Andrew Roush

What got you into this business in the first place?
Toward my fourth year of undergraduate school, I was still trying to decide on a major. For some strange reason, no one had ever said to me, "Hey ding dong! You have to choose a major…before you can graduate." Finally, my parents suggested (while looking at their checkbook) perhaps it was time to pick something. Daunted by the task, I did the smart thing. I asked everyone I knew what I should be "if" I ever grew up. My brother, who was doing a "client sensitivity training" with Leo Burnett (he worked at P&G) suggested I think about advertising. I took my very first Advertising class at the start of my fifth year. I loved it. And, I hope to be in advertising…if I ever grow up.

Who was a big influence in your career?
Again, I have to say the biggest influence was my brother. Even though he has always been on the client side, he is the most passionate advertising guy I know. He has truly paved the way for me to follow. Brilliant! The other huge influence on my career is my friend and mentor…Mr. Smith. As he says, "I started in this business when I was just a kid." And I've heard every story from when he was a kid until now…I love every single one. The diamonds story is still my favorite.

What was "your finest moment," the thing you're most proud of?
My proudest moment was when I stripped in front of the client. No one could take their eyes off me.

What was your most embarrassing moment in this business?
My very first client meeting of my career we went to meet with the marketing director at Encyclopaedia Britannica. They were one of our biggest DM clients at the time. My boss and I were in the reception area; I was filling him in on the details of my brilliant data analysis. In my most confident and impressive form I leaned casually against the wall…and…as I did…I put my shoulder against (a very inconspicuous) red button on the wall that had a (very small) sign above it: "FIRE ALARM - FOR EMERGENCY USE ONLY." I felt the button give and then the alarm sounded. I didn't move. Everyone looked around wondering what happened. I didn't move. People began to come out of their offices. I didn't move. People began to file toward the stairs and exit the building. I didn't move. My boss looked at me perplexed. "What the hell is that?" he says. I didn't move. My boss looks around at everyone leaving the building. "I guess we better go downstairs." I didn't move. He must have seen the raw fear leaking out of me. "Are you OK? It's nothing…just an alarm. I'm sure there's no fire. Some f---ing idiot must have tripped it." I didn't move. "Come on! We've gotta go downstairs." I didn't move. My eyes began to sting as I pictured my wife asking me why I had been fired. Then, my boss slowly reaches over and pushes me to the side. "Holy f---ing sh--! Holy f---ing sh--! You pushed the f---ing alarm! Holy f---ing sh--!" (pause) (he sees the terror in my face) "I've always wondered what would happen if someone hit that." He looks around. He quickly reaches up and pulls the button back out. Let's get out of here." Later, after the alarm stopped ringing, we went back upstairs to meet with the client. As we began our meeting the client says, "That was the weirdest thing. No one can figure out how the alarm came on." My boss looks at me and laughs. "It was him. (My boss points at me) He leaned up against the red button out there in the lobby." The client's eyes brows shoot up. "You're kidding me. You mean that stupid little red button over on the wall. (We nod in unison) I always wondered what would happen if someone pushed that."

What attracted you to Recipe 31?
Recipe 31 is the culmination of deliberate invention. It is fun to deliberately invent. The thing that has attracked me most about Recipe 31 is the possibility to do something truly noteworthy within the industry. I believe you follow the giants and learn from them. Eventually you get a burning desire to walk ahead of the giants. Often you only fall flat on your face and hear the giants snigger a bit. Every once-in-a-while you gain the clear vision that the giants have - they smile and nod. With Recipe 31, I have a chance to catch a glimpse of what the giants see. No one person has all the knowledge and vision - the right thing to do is take your turn looking through the lenses.

Do you have a method for coming up with ideas and solutions for clients?
There is really only one true source of insight and amazing clarity…listen and watch customers, prospects, others who are buzzing around your product.

What makes a great brand?
Relevance - your brand promises something the customer really cares about Consistency - you never disappoint

What driving career goals do you still have?
1. Never miss another game, play, recital, cake & ice cream, good night kiss, or "Dad, I want a drink of water."
2. Celebrate the perfect strategy that does everything it is supposed to…when it is supposed to…at a price that is less than what the client expected.
3. Say something brilliant that makes a new generation of marketers think more deeply and have passion for what they do.

What talent do you wish you had?
I wish I were a Rock Star!!!

If you had to live on a desert island, what would you miss most?
I suppose I would miss ice cream. I don't think they would have that on a desert island.

Is there any food that helps you think more creatively?
Mr. and Mrs. T's Bloody Mary Mix. I always keep some in the fridge. I like the "bold and spicy" kind.

What's your favorite sports team?
This year I am all about The Cubs. I am typically a south side guy but they won a few years ago…so….

What frustrates you the most?
I always set my work tools down in different places in the garage…or even outside in the yard. Then I go to get the tool later on and I can't find it. I yell and huff around the house, "Where the hell is my ______? Who used my _______?" Knowing full well that I was the one who used the tool last. Over the past 5 years I have probably purchased 6 hammers and a dozen sets of screw drivers.

What's your point of view about politics?
I always vote for the candidate who is going to do exactly what I tell them to do.

Tell us about your pets?
Lucy: a very shy and tender-hearted Chihuahua mix. Ethel: the most true and faithful dog since Lassie. A Brussels Griffon terrier mix Zoe: a very needy, wicked toy poodle. Zoe urinates all over the house when she gets her feelings hurt.

What was growing up like for you?
I started out pretty young and then, somehow, I got old very quickly.

What's your favorite TV program? And your least favorite?
Favorite: Toss up between Brady Bunch and Giligan's Island. I also love to watch Bizarre Foods.

What do you do for a good time when you're not working? I run…. Ha! Not really. I couldn't run even if something was chasing me. Old football injury…ya know. I really like creating things with rocks. Sounds strange but there is a lot you can do with rocks. I have done some sculptures in my yard - water features and such.

What was college like for you?
During my teens I had a job where I would stand out in front of Chick-fil-a, in the mall, and ask people if they would like a sample of our chicken. College was like that…except there were more things to try besides chicken. I tasted and tried everything.

What are your favorite internet sites?
Actually, I've discovered a new website called Recipe31.com. It is an amazingly informative and robust site. I think everyone should tell their friends about it.