Member Q&A: Dr. David Fruend, Progress Energy, 37-year AMA Veteran
By Hena Pyada
As of November 2007, David completed 37 years as a member of the American Marketing Association. He came to the Raleigh area about 8 ½ years ago when he joined Carolina Power & Light, now part of Progress Energy, where he is responsible for all customer and marketing research activities. David’s career experiences include over 20 years with advertising agencies and 10 years in academia. Over the course of his long distinguished career he has worked on over 60 brands in various industries. He often speaks at AMA conferences, especially in the area of CRM. We thank him for taking some time out of his busy schedule to meet with us and answer a few questions.
Why did you join the AMA? I was a new advertising graduate who had joined the research department of a major prestigious advertising agency in the Chicago area. It was a highly competitive field and I was trying to learn all I could. I noticed that all the senior team members in my department were members of the local AMA chapter in Chicago, so it seemed to be a wise thing to do. The chapter had a lot of good programs that were of benefit to a young inexperienced researcher.
How are things different now for someone new to the field? Staffing levels are not as high as they were. With improvements in technology, productivity has increased. Nowadays it is harder to find places to start. Also, employers nowadays have a lot higher expectations from new hires. The number of applicants who seek entry level jobs appears to be more than the number of such jobs available. So it is important for someone new in the field to be tenacious and be able to seek opportunities on their own initiative.
What makes a good marketer? There are many traits that make a good marketer. Some of these include: having a real strong work ethic, having integrity of character, possessing a good mind and being willing to use it often, having a thick skin, being able to take feedback as constructive, being a good listener, being humble and open to others ideas. Marketing work is collaborative. You have to be a good team player.
Whose brand do you admire the most? I am not a fan of superlatives, however, of the various brands I have worked with, three of the Pepsico group brands are ones that particularly stand out in my mind: Frito Lay, Taco Bell and Pepsi Cola. What I admire about these three are the quality of their people, discipline, agility and ability to deliver good effective results. They have a tough corporate culture which drives the effectiveness. These brands have quality products, good brand share and awareness, steady profits, and customer loyalty.
The most significant marketing trend? Growing diversity of channels of communication and influence. When I started the system was dominated by network TV and major publications and newspapers. Now cable TV, Internet, specialized and personalized options are some of the prominent channels.
Any other thoughts? I am mature and proficient in my professional role and I feel challenged and excited by my work. Retirement is a distant thought that I am not interested in.
May we all find such joy and engagement in our professional lives!
