It’s an exciting time at Copacino+Fujikado, as we welcome new Managing Director Scott Foreman to our team. Scott’s been brought on board to oversee our day-to-day operations—new business, account management, media, and production.
He comes to us by way of Publicis, where he worked for nearly 15 years, most recently as CEO. You may recognize some of his work if you’ve paid any attention to T-Mobile over the last decade-plus. Scott was part of the team that initially launched T-Mobile nationally in 2002. He also worked closely on some of its most memorable campaigns: Get More, “T-Mobile Girl” (a.k.a. Carly), and its current “Un-Carrier” initiative.
We’re very grateful to have Scott join our team. You can read more about his hiring in our press release.
Here, we wanted to dedicate some space to getting to know Scott as a person. We sat down with him recently and asked him some questions—ranging from insightful to ridiculous—that were posed by members of our staff.
Without further ado….
Copacino+Fujikado: You’ve been at a big global agency and now you’re here at an independent agency. Why, and what are you most excited about?
Scott: It’s funny because I never thought I’d work at an independent agency, I was always this sort of big agency guy. But when I got a chance to meet Betti and Jim, their energy was contagious, and as I got to know more and more folks that worked here, I just really thought they had something going on. They built something special, and it just felt right.
C+F: What do you think is the biggest challenge in the industry right now?
S: I think there’s a challenge for advertising agencies to be able to bring something special to clients that clients can’t get on their own. I think that they can do research and these type of things, but the power of the agency is always going to be the unique creative idea, and showing how it works across all the new and emerging media.
C+F: What role do you see clients playing in the creative process?
S: I think it’s growing. I think clients want to be in the creative process. The agency’s job is always to recommend and the client’s [is] to approve, right? That’s sort of the historic role, but I think clients want to feel a part of the process more. And I think that actually can help because they’ll know the brand better than anyone. It takes a special client to know when to let the agency run with the idea, but I think the days are gone where we show up, present something and “take it or leave it, we’re the only ones that have the answer.” I think the best solutions come through a collaboration.
C+F: You have a reputation as a funny and fun-loving guy. What are you watching right now that makes you laugh?
S: I’ve got to tell you, the most recent thing I’ve been watching is Veep on HBO. That is just unbelievably cringeworthy, so that’s great. I also go back to the classics; I used to watch The Three Stooges with my daughters.
C+F: Where do you draw your inspiration from?
S: That’s a great question. I don’t know if it’s just one place, I take in a lot of popular culture, so whether it’s movies, TV—I read a lot of books, magazines, music. My three daughters kind of keep me relevant. So I don’t say there’s just one thing, it’s a mix of things.
C+F: What do you love about the business? What makes you want to do this every day?
S: I just love the idea that you can come into the office any day and something cool may happen. You may be in the room where that original thought comes to life that winds up changing the future of a business. And you have to believe in the power of a creative idea to change the trajectory of a business. If you believe that, then this is a great business to be in. So that’s what I get excited about—the idea that something cool may happen today. I don’t know what it is, but it may happen.
C+F: Can you remember a specific time when you were in a room where that happened?
S: Oh yeah, sure, like the campaign for “who’s in your fave five” for T-Mobile, because that’s been my past. Or an idea that was actually an event that ended up driving the whole campaign. Just different unique ideas, like the birth of “The Uncarrier” for T-Mobile, when you’re in the room where you actually see it take shape. Those are some memorable ones.
C+F: What’s the career achievement you’re proudest of?
S: To date—hopefully, it’s to come here—I launched T-Mobile to the U.S. market back in 2002 and ran it up until I came here [to Copacino], so for 15 years. That’s a long-term relationship that was nurtured over time—five different campaigns, four different CEOs, seven different CMOs. We did a great job for them, and my philosophy is you have to be a high-output low-maintenance agency. That tends to be a good recipe for clients in long-term relationships, just doing good work that works.
P: What’s your favorite ad campaign that you didn’t work on?
S: I think the insight on the Snickers campaign was great. I think “you’re not you when you’re hungry;” that was just a great strategic insight creatively brought to life in a remarkable way. I thought it was terrific.
C+F: Let’s jump into some quick hits here: Hulu, Netflix or TV?
S: Netflix, because Narcos was on there and I liked that.
C+F: Nirvana or Pearl Jam?
S: Pearl Jam. I’m an Eddie Vedder guy.
C+F: What is your favorite Tom Selleck role?
S: (Laughing) Oh gosh, beyond Magnum I’m trying to think of what else he did. There’s a couple movies I like that he did, but I guess Magnum PI.
C+F: What is your favorite millennial word or phrase?
S: “First world problems” is one I hear quite a bit. I think that’s probably the one.
C+F: Favorite music? All time or just right now—your choice.
S: Yeah, gosh, I don’t know if this is embarrassing or not—I do like Taylor Swift, if I came back in another life I’d probably be Taylor Swift.
C+F: What’s your favorite mode of transportation?
S: My bike!
C+F: What was your favorite class in high school?
S: I would say, probably history. I’m kind of a history buff. I read a lot about history; just biographies and things like that.
C+F: Last question: What keeps you passionate about the advertising industry?
S: I just think it’s a really, really interesting business. It’s filled with interesting people who just think differently. I think that being around it is energizing, I could never drive a desk for a living, you know? I really have to be around people and share ideas, it just makes it more interesting.