negativity to the curb
January 29, 2001
BY MICHAEL KRAUSS
is one of an ongoing series of articles on interactive marketing
leaders who are doing things other marketers can learn from. They're
not yet household names, but will be in the headlines tomorrow.
They're the emerging leaders of an emerging marketing discipline
rank and serial number: Gayle Keck, 46. Earned Bachelor’s
degree in Journalism, University of Missouri School of Journalism,
1977. Joined Foote,Cone & Belding (FCB) as a copywriter. Held
a series of senior creative posts at FCB and Ketchum before becoming
VP/creative supervisor at Young & Rubicam in San Francisco.
President and cofounder, iCanBuy, San Francisco.
turned her on about the iCanBuy opportunity: "The
sense that there was a real unmet need. Every really great product
starts with an identified need. (And) the thought of creating
something really new and different from the ground up was extremely
appealing to me."
was most rewarding: "The people we worked with—seeing
them grow (and) discover confidence and skills. That’s more
rewarding than money, although money’s nice."
the Internet bubble: "The environment’s never
going to be quite the same, (but) people compare it to the tulip
bubble back 100 years ago. We still see a lotof vendors selling
critical failures: "We should have raised money
earlier or not done the business." The biggest challenge,
subsequently, was "to gain scale."
the differences between WestCoast and East Coast entrepreneurship:
"There’s a fundamental difference. On the West Coast,
people have a real love for technology; on the East Coast, it
seems to me people are much more financially driven."
next: "We know how big companies work. We also know
the entrepreneurial side. Going forward, that combination will
be very powerful." If she were to return to a corporate setting,
Keck sees herself in "a catalyst role ... something in an
advice: "If we hadn’t tried this and gotten
the experience that we did, we may have regretted it later on.
Conduct your life so you don’t have regrets."
is a partner with DiamondCluster International in Chicago.
He can be reached at email@example.com.