By Jack Boardman, AMADC member.

Patrick King of Marketing Agency Imagine

We spoke virtually with Patrick King, President of AMADC, and the owner of marketing and branding agency Imagine.

 

What area of marketing do you specialize in?

I started with graphic design at a very early age – before I realized it was a profession. As I got older, I fell in love with branding and marketing, particularly with the “black magic” of how words and imagery can really make somebody do something they did not set out to do when they got out of bed that morning.

By running an agency, I get to be part of every department including research, strategy, production, tracking, and more. The strategy is my favorite part because that is where the ideas come out - where you’re brainstorming with the team, scribbling on the whiteboard, and figuring out how to turn an idea into a campaign.

 

How has being involved with AMADC impacted your career?

I’ve noticed that when you spend a great deal of time in strategy, you can lose sight of what the tactical level looks like, and what options are available for us in terms of channels and technology. Things are changing all the time, so being involved in AMA has helped me stay up to date.

The DC community is also very important to my continued growth as a marketing professional. The more of a marketing hub DC becomes, the better it is for my business.

 

How do you keep up to date with changes in the field? 

I like to challenge myself with learning something that I may not know a lot about and taking a deep dive into that topic. Maybe it’s something heard in a team meeting or somebody throws out a term and I have no idea what it means. It’s a habit that extends beyond my profession and, as a result, I have a lot of hobbies. I’ll listen to podcast episodes, read articles, and experiment on my own as part of this “info devouring” process.

At the same time, I recognize that I cannot know it all. There’s too much to learn, and the information changes too quickly. By the time you get most of it, you have to re-learn it. So, I have to make sure I’m selective in what I focus on. That selectivity can be a bit of a challenge.

 

What advice do you have for marketers since COVID-19 has dramatically shifted the job market landscape?

Now more than ever, employers are not bound by geography.  If you are looking to transition to another role or start your career in marketing, you’re not just competing with people in your area, you are competing against a much larger talent pool. So, it’s more important than ever to get certifications that instantly differentiate you from other candidates.

Focus on the certifications that are provided by the platforms you work in. Those programs will at least allow you to speak competently to other professional marketers as well as provide a foundational level from which to grow.

 

When you first started your career, what are some things that you know now that you wish you would have known then?

Go into every interaction and every project with the presumption that you know less than you do because that will keep you learning and prevent you from trying to apply old solutions to new problems.

 

What is your vision for the chapter?

There’s an African proverb that states, “If you want to go fast, go alone. If you want to go far, go together.” My vision is to make great things happen in AMADC through collaboration and teamwork.

AMADC is not just for marketing managers or other marketing professionals. It is for copywriters, photographers, designers, web developers, videographers, and researchers. We have the benefit of diversity in geography, specializations, seniority, etc., so you can learn a lot about marketing from various perspectives.

 

What is in-store for 2021?

We are working on bringing back our CMO Circle where top-level CMOs & VPs from larger companies can interact and network in a supportive environment. We’re working on more content for junior- to mid-level marketers so that they can accelerate their careers.

Ultimately, we're trying to bring all levels of professionals together in AMADC with specialized content and programs for everyone. Our goal is to help members at each step in their professional development and convince them to rely on AMADC to assist in that process.