The new marketing communications manager of Ford Motor Co.'s Ford Division grew up in a household dominated by two brothers. The only magazines around the house to read were auto buff books, she quipped.
Formerly senior VP-account director on Hallmark Cards at Leo Burnett USA, Chicago, Ms. Klug now has ad manager duties of developing and implementing strategies for the car marketer's $426 million ad budget.
HALLMARK, OLDS EXPERIENCE
Ms. Klug said she'll be involved in some of the same processes of formulating strategies as a client as she was on both the Hallmark account and, before that, on General Motors Corp.'s Oldsmobile Division account at Burnett.
One of her biggest challenges as a client, Ms. Klug said, is "deciding what you're not going to be vs. what you could be."
A major difference to being on the client side, she added, will be "to make sure the strategy given to the agency has a definitive point to it."
J. Walter Thompson USA, Detroit, handles the Ford Division account and had worked with her predecessor, Gerry Donnelly, since he took the job in 1994. He has moved to manager of the division's field operations.
STARTED OUT AT BURNETT
Ms. Klug started her ad career 13 years ago, when she joined Burnett. In 1990, she was named account supervisor on Pillsbury Co. and promoted to VP in 1991. The following year she became account director on McDonald's Corp., and moved to account director of Olds in 1993.
She worked on Olds during GM's brand management reorganization in 1996 and helped the carmaker develop positionings for each vehicle before moving to head the Hallmark account last fall.
She said that in her pre-advertising life, "I was kind of a jack-of-all-trades."
Ms. Klug wrote a computer program for small businesses and advised them how to use it. Earlier, she was the manager of a dance troupe.
Her undergraduate degree from the University of Illinois is in clarinet performance, and she's married to a clarinet player, who teaches at Indiana University.
MUSIC & MARKETING
"The music industry is probably the ultimate team sport -- to create one cohesive piece of art," Ms. Klug said. And not blowing her own horn, she explained marketing a local orchestra awakened an interest in the field, so she took a few courses.
Ms. Klug thinks the auto industry has made "incredible improvements" in advertising over the past three years.
"Car advertising in general has made incredible leaps in quality, explaining the values of a nameplate and what the product is," she said. "I personally think it's probably the most exciting area in the advertising industry today."