Keeping it Fun

Some people should have entrance music when they enter a room, a way to announce their presence — although Chris Smith does that pretty well himself.

Smith’s seemingly boundless energy and enthusiasm have helped him build a lengthy career in advertising that has taken him to Hollywood sound stages, location shoots in places like Alaska, Chile and Tuscany, and an established role at The Richards Group, the respected independent ad agency based in Dallas.

His soundtrack would probably be equal parts classic TV commercial jingles, the Penn State Blue Band and Metallica — all turned up to 11.

“My default setting is pretty high,” Smith (’94 Adv, ’94 Lib) said. He’s been with the company 21 years and typically oversees three to five creative teams. Among his main accounts are Motel 6 and the H-E-B supermarket chain in Texas. “It’s a great place to work. This agency is known for the tenure of the people who work here. We’re the biggest in town and doing the best work.

“I’m good at my job — and it can be an incredibly stressful job — because I manage to keep it fun.”

Credit Smith for knowing his strengths. He also collaborates and mentors well, sharing credit and offering opportunities for growth now that he’s in a more senior role. Those who know him best point to the way he approaches work and life — with an engaging demeanor that draws people closer, helping them thrive and succeed.

“Everyone has the same first question for me about Chris. They look at me, tilt their head a little, and ask, ‘Is he always like that?’ And, yes, he’s always like that,” said Heather Smith (’92 Bus), his wife. She was a piccolo player in the Blue Band and he was a trumpet player.

“We have this same shared memory of how we met, probably because he always tells the story and he tells it well,” she said. “At the time, I was thinking he would just not go away but Chris is determined and caring. He was persistent, and he’s the same way with his work.

“He knows it’s not always the first idea that’s best, and he’s willing to go back, consider other things and make it better. He’s talented and hard working. That’s why he’s been so successful.”

The Smiths have three children, a 16-year-old daughter and 14-year-old twin boys. Heather has moved from marketing to information technology and financial planning during a successful and varied career. Meanwhile, Chris’ boundless energy has remained steadily focused on advertising.

Smith was initially a journalism major, and a self-described class clown and “latch-key kid” who grew up on television. When he made the connection between his interests and skills, a career in advertising was the obvious choice. He was an honors student who complemented his advertising degree with a second degree in history. His career revelation came late, though, so he was starting without
a portfolio.

That led to waiting tables, a bunch of cover letters, some stand-up comedy and eventually an entry-level spot at a firm that gave him a chance as a copywriter. “It wasn’t a creative powerhouse, but I got a business card with my name and I made fantastic friends, including my best friend to this day,” Smith said.

Bo McCord, also a strong storyteller, recalls their initial meeting well.

“I remember seeing this awkward 20-something in a blue suit that barely fit, from the Close Enough Collection at JCPenney. Within two days we became best friends,” McCord said. “We’re definitely cut from the same piece of felt. It’s hard for me to explain. We just get along on every level.”

They were together for several years, and through a variety of acquisitions and mergers remained together but at different companies. They were apart for about six years after Smith first moved to The Richards Group. He was unhappy and unfulfilled, seeking change.

The Richards Group’s venerable leader, Stan Richards, was succinct in his assessment during the hiring process.

“He looked at my portfolio and said, ‘Your work is less than terrific and I probably wouldn’t hire you but Bill [Cochran, another Richards Group creative Smith had befriended through improv comedy] said I should give you a shot. So I will give you six months.’ I took the pay cut and was happy to do it,” Smith said. “It was the old, ‘Before we start negotiating, I’m miserable’ thing. I was not coming from a position
of strength.”

Smith’s impact and work have been strong for the past two decades, and he was thrilled when McCord joined the company. They’ve been together again for 15 years. Although they were not initially on the same clients and projects, the few times they worked together made an impression.

He knows it’s not always the first idea that’s best, and he’s willing to go back, consider other things and make it better.

“We both wanted to get me to The Richards Group. We talked about it constantly,” McCord said. “Then when I got here Stan realized we needed to work together. When I place anything in front of Chris, we trade ideas for about 5 minutes and then things just ignite.”

Their collaboration and leadership positions the company and younger members of its teams for ongoing success. Plus, Smith’s energetic, fun approach resonates far beyond
the company.

“It keeps us all young and clients love it. That’s the energy they want to see come through the door for any project,” McCord said. “They enjoy every bit of it, and whether it’s a meeting or a two-week TV shoot he’s genuinely having a good time.”

Smith said he’s proud of his work, with a variety that offers downhome folksy efforts for Motel 6, more urbane commercials for H-E-B’s Central Market brand, and many not-your-grandmother’s-supermarket spots for H-E-B overall. They’ve produced an H-E-B spot for the central/south Texas market during the Super Bowl every year for the past decade.

Smith was initially exposed to Motel 6’s work as part of a class at Penn State. Now he’s doing that work — kind of an ironic and fun journey, and he gets that. His perspective complements his fun approach well.

“I don’t react well to people who take themselves too seriously in this job because when it all comes down to it, this job is kind of absurd. The fact that we get paid nicely to think of funny things for a guy in a coyote suit to do with a couple of NBA players? There are so many jobs out there that are so much harder and more serious,” he said. “It’s not that we don’t do important work and do it well. I just feel lucky to be in this job. So I’m going to have fun doing it.”