Jeanette Palmer has joined Nail Communications as account executive. Previously, Palmer served as director of client services at Raison Pure, a branding and package-design firm. She brings 20 years of agency-management expertise and has worked with national clients, including Dove, Pepsi, Swatch and American Express. Palmer has a B.S. in socio-linguistics from New York University.
PBN: What is different about your position at Nail Communications than previous professional experiences?
PALMER: One of the things I enjoy the most about my career is that it requires constant learning about different businesses and products, consumer needs and habits. My last company was focused exclusively on package design in beverage and beauty, so I’m looking forward to working in more mediums and for a more diverse range of clients.
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PBN: In advertising, is artistic creativity a strong influence on the success of client relationships?
PALMER: There are different kinds of creativity that lend to strong client relationships – and creative solutions to business challenges are at the heart of what we provide. Working on the account-management side requires the ability to interpret problems into actionable plans. This means having a good grasp of the client’s brand and business, knowing which tools are going to be most effective for their goals, and bringing those together in a way that is unique to every need. Then there’s the artistic nature of our business. This is in many ways the most important part of my job: harnessing the great ideas, artistry and creativity that our team generates into powerful communications for our clients. Sometimes that means presenting clients with work that surprises and sometimes even scares them. … the unexpected is pretty much the only way to get consumers to notice you.
PBN: Have you found a common thread working with big brands and small firms?
PALMER: The main difference in working with big brands and small startups generally has to do with bureaucracy and timing. A global company usually has many layers of approvals which can foster lengthier project schedules, while startups are generally working hard to be first to market. That said, I’ve worked with fast-moving, highly efficient corporate teams and small businesses that become paralyzed by fear of making the wrong decision. •
