HearSay With Mason - HenkinSchultz Skip to main content

HearSay With Mason

By January 14, 2022March 2nd, 2022Staff
HearSay with Mason

Throughout 2022, we are going to sit down with some of the familiar faces around the office and ask them questions about their role at HS. Up first is our charismatic Account Executive Mason Van Essen.

What is the most important role of an Account Executive in Marketing? 

Thinking on the client’s behalf. I represent the client’s goals to the HS team, and I unlock the entire HS team for the client. An Account Executive’s job is all about making the client’s life easier, ensuring excellence in everything we do, communicating clearly, and offering a solution, always.

You’ve worked on the business side and are now on the agency side. What is your favorite thing about working at an agency?

As a marketing-team-of-one on the business side, I was the designer, writer, strategist and developer among the dozens of other hats I inevitably wore when I was an in-house marketer. My favorite part of working at an agency is being able to communicate with my clients how I wanted to be communicated with when I was in their shoes.

Plus, it’s nice being able to hand a project to the talented team at HS and get an amazing result back. It would have taken me twice as long to make something half as great if I would have done it myself. Now I can put all my energy into my sweet spot: bringing enthusiasm, communication and strategy to each and every project.

When you start working with a new client, what is the first question you ask?

How can we help you? That question may seem oversimplified, but every client comes to HS with a problem, a budget and a timeline. It’s my job to thread the needle and find a solution that checks all the boxes.

Asking how we can be helpful gives them an opportunity to explain where they’ve been, where they hope to go, and what they expect working with us to be like. It’s a great starting point to begin getting everyone to row in the same direction.

How do you balance the client’s wants with the needs of their audience?

We learn the difference between wants and needs when we’re kids, but pinning down what you actually want and what you actually need can be one of life’s biggest difficulties. This is the case for customers and clients too.

For example, a customer may want to try organic groceries but to do so they need to know that they’re not too expensive since they were 40% more expensive at the store they normally shop at the last time they looked.

An independent organic grocery store may want to continue advertising in the local magazine that they’ve worked with for the last 12 years since people still bring in the cut-out coupons on occasion.

It’s our job to be a couple steps ahead and see the big picture. It’s delivering a strategy to the client to make sure their wants (to sell organic groceries in this example) line up with their customers’ needs (organic groceries that don’t break the bank).

Instead of only doing what the client asks or what a customer expects, we look to add value: a digital campaign showing that organic groceries aren’t that expensive shown to customers of geofenced traditional grocery stores.

What is your ultimate goal when working with a client?

I love this Seth Godin quote: “Marketing is the generous act of helping others become who they seek to become.”

So often, we—both the agency and the client—get bogged down in the weeds of a project that we need to remember what it’s all about: helping others find products and services when and where they need or want them.

From making sure a health care company has easy-to-find contact information for parents when their child is running a temp, to optimizing email funnels for a pillow brand when people are looking for ways to sleep better, it’s about helping the end user—you.

What are you Crazy Obsessed about?

I love well-designed experiences. Architecture. Culinary. Design. New employee onboarding. The, “Oh, that’s so nice of you to remember [insert small detail]” at a gathering of friends and family. Details matter in how you experience the world. Making people feel seen and appreciated is both an art and a science that I care very much about.

Related Blog Posts

HS Celebrates 32 YearsStaff

HS Celebrates 32 Years

It wouldn’t be HS without a party to celebrate. Yes, we work very hard and that’s why we’ve been around over three decades. But we know how to party, too. This September marks HS’s 32 years in business as a full service advertising agency serving Sioux Falls, the region, and clients across the country. Along the way, we’ve learned a few lessons. These are the lessons that have become our core values, the ones we lean on to best serve our clients. Adding Value to the Party One of the reasons we’ve been able to maintain 32 years in business…
September 28, 2023
jason jellisStaff

HearSay with Jason – 21 Years and Counting

If you’ve spent any time working with Jason Jellis and his fellow HS Sign Shop team members, words like humble, talented, knowledgeable and hard-working quickly come to mind. Since Jason has been an integral part of HS for the last 21 years, we asked him how he thinks about his two plus decades here.It's been 21 years at HS, do you remember exactly what you were doing 21 years ago? Wow, 21 years! Time flies when you're having fun. Twenty-one years ago I was just starting to soak in all things HS and I sat next to Lynell and Tammy…
August 24, 2023
Kewley Doyle and Bart SchultzStaff

HearSay with Kewley and Bart, HS Dog Contributors

We love to talk to our HS family about what they bring to the workplace. And since our dogs are like family, too, we thought HearSay should spend a little time talking to our couple favorite four-legged friends. So Kewley, you’ve been a regular at HS for a long time. What keeps you coming back? I’m a rare breed that I LOVE to be in meetings. And if that meeting is in the Pomp Room with a few dropped snack crumbs, all the better. What’s a typical workday look like for you? Supervising comes very naturally to me. When my…
July 20, 2023