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On this week’s episode of The A-List Podcast, host and DiMassimo Goldstein CCO Tom Christmann is joined by Prentice Howe, Owner and Chief Creative Officer of Door No. 3, an Austin based full service marketing agency that focuses on turning challengers into empowered challengers through brand activation.

Working with some of America’s most iconic brands such as Minute Maid, Anheuser-Busch, and the Dallas Cowboys, Prentice has developed a unique talent and passion for helping challenger brands stand out against their industry giants in a crowded consumer marketplace.

Author of the Amazon Best Seller Empowered Challenger Brand, Prentice’s work has been recognized national and internationally in shows such as Cannes Lions, London International Advertising Awards, the Webby Awards and Communication Arts. Oh, did we mention he spent 5 years out in LA trying his hand at screenwriting? Hear more below!

 

• [0:00 – 1:18] Intro
• [1:18 – 2:20] Honolulu born, and Boston raised, Prentice ends up finding his roots in Texas once he starts attending SMU.
• [2:20 – 3:57] Taking an Intro to Advertising class at SMU that quickly changed his anticipation of being a business major, finding a passion for the advertising industry and starting to build a creative portfolio
• [3:58 – 5:58] The jump starts to his career— working on accounts such as Anheuser-Busch while traveling and building his portfolio along the way
• [5:58 – 10:28] Mentions of some of his first work produced in the industry and learning that eliciting emotion doesn’t always evolve by just “being funny”
• [10:28 – 14:40] Leaving Texas to try out life in LA writing screenplays, “failing forward”, and an interaction with a neighbor that helped him realize his passion for advertising as a career.
• [14:40 – 20:40] Starting work at Door Number 3 as an ECD, strategies for dealing with imposters syndrome, nurturing your network and finding the right people to surround yourself with 
• [20:40 – 23:25] Taking a leap of faith moving to Detroit to become a Creative Director at Donor to soon hearing Door Number 3 knocking on the door again, deciding to buy the agency and officially making Austin home.
• [23:25 – 27:40] Door Number 3’s homecoming, refreshing the agency’s brand identity, creating their positioning strategy and writing a book called the Empowered Challenger Playbook
• [27:40 – 34:55] Discussing some rising challenger brands, the process of writing the Empowered Challenger Playbook and a look into Prentice’s daily routine
• [34:55 – 38:47] What the city of Austin and its advertising landscape looks like
• [38:47 – 46:45] Discussing evolving industry trends, his take as a business owner and his advice for young people in the industry
• [46:45 – 48:55] Outro

 “The A-List” is a podcast produced by DiMassimo Goldstein, an inspiring action agency, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter.