On May 19th, Art Webb joined William Woods as the university’s newest Director of Marketing. In his new position with The Woods, he is now responsible for selling the William Woods experience for prospective students through a variety of strategies, including advertising, social media campaigns, brochures and other publications, planning and facilitating events, and other direct outreach to both potential students and their families. Get to know Art Webb as he recently sat down to answer Five Questions for The Woods today, as told to John Fougere:
1.) Fill us in on your background – where are you from, and what have you been doing professionally before coming to William Woods?
Growing up, I split my time between St. Louis, Mo. and the family farm located northeast of Columbia, Mo. After graduating from Washington University in St. Louis with a degree in Fine Arts (Advertising & Design), I embarked on a career in the advertising world – working at agencies located across the U.S. In 2000, I purchased an agency located in Virginia Beach, Va. and ran that until 2017. After selling the firm, I embarked upon a career in television when I purchased and managed an Emmy Award-winning Discovery Channel show about fly fishing in the Florida Keys. Most recently, I’ve serviced a small portfolio of clients to whom I’ve provided Strategic Brand and Marketing counsel.
2.) What intrigues you about working in higher education marketing?
I can thank the entirety of my career success to the Wash U. professor that recommended me to an internship at the (then) most respected advertising agency in St. Louis. Two weeks into that internship, I was hired full time – and I’ve never looked back. It’s been a whirlwind of a career, and I’ve loved every minute of it – and owe a debt of gratitude to the wonderful professor that made it all happen.
And so – now recognizing the impact that professor had on my life, I love the idea of participating in the growth and success of an institution that no doubt plays an equally profound role in the trajectory of countless other students’ lives. Put another way, I view my role here at WWU as one filled with intrinsic virtue: it provides me the opportunity to give back.
3.) What motivated you to pursue a position at William Woods?
I’m in the unique position of having family members with a long and close relationship with WWU. As such, I’ve learned of its storied history and some of its more recent challenges. I have also become aware of the mission WWU’s leadership is on to propel it to an entirely new level of prominence and success. And that’s somethingI find tremendously exciting. Playing a role in the transformation of an organization has always energized me – perhaps more than any other part of what I’ve been so fortunate to do for a living. And while I suspect this may be a wild ride, I absolutely know it’ll be a fun one!
4.) What do you like best about working in marketing? What is most challenging about it?
Developing a deep understanding of the consumer – and crafting brand and marketing ideas that evidence deep, personal relevance to them – has been the focus of my entire career. Those ideas – innovatively expressed and beautifully executed – can sometimes transcend mere advertising. Brought to life correctly, these ideas can actually become artful. And for me, creating such communication is nothing short of electrifying.
But arriving at such ideas inevitably requires hard work and more than a few late nights. It is not uncommon though, for these hard-earned ideas to be met with a bit of internal resistance. And while resistance to new thinking can be frustrating, it’s certainly understandable. We’re all a little afraid of that which is different, aren’t we? Fortunately, I’ve learned the importance of involving cohorts and stakeholders in the process of developing big, ambitious marketing ideas – and I’ve witness how doing so can impact an organization’s ability to embrace such unconventional thinking.
5.) What are some of your interests and hobbies outside of work?
Growing up on my family’s farm (located on Route Z, northeast of Columbia), I could usually be found fishing one of our many ponds and lakes, and always with a fly rod in hand. Fly fishing is a passion that has been with me ever since. I’ve been an avid rock climber and whitewater paddler as well. In fact, being connected to the outdoors – no matter what outdoor activity I’m participating in – has always been a driving force in my life. And while marketing stimulates and energizes me, being connected with wild, beautiful places brings me the peace and calm necessary to maintaining balance in my life.
