by Matthew Jones

Bhavana Smith is a woman of few words – her answers are short, to the point, and absolutely clear.  Perhaps it’s a product of being a leader in an industry that forces one to be brief and persuasive in a short period of time.  Or, perhaps that’s just one of the many attributes that has marked Smith as a Rising Star in a highly competitive business.

The fact that Smith is an important voice at one of the industry’s leading agencies is not a surprise to those who know her.  According to Smith, the advertising bug has been in her blood for a long time.

“I knew I wanted to be in advertising back in high school,” said Smith.  While in college at Bernard Baruch College, she applied for an internship at Media Edge – a global communications planning agency based in New York.  From there, her career took on a life of its own.  “That’s how it started.”

Like most people who pursue a career in advertising, Smith was surprised at the size and complexity of the industry when she first started.  “It is different than I expected – so many different areas of the business.”

However, she quickly found her home in media, where she has gone on to build a distinguished career at several of the world’s largest and most prestigious agencies, including Mediavest and DDB Worldwide.

Her past clients represent a diverse cross-section of the industry, ranging from global financial firms to household brand names – Procter & Gamble, Charles Schwab, Campbell’s and KFC.  Currently, she is leading the media effort for Draftfcb of New York, on the Merck Pharmaceuticals and Alcon Laboratories accounts.

Smith’s boundless energy and passion for the business are her primary tools on the job.  It’s tough to rack up a client list like hers by being complacent.  “You have to love the business,” she said.  “You have to want to be involved.  And you have to have drive.  Anyone who knows me or works with me would say that I’m driven.  I’m very passionate about what I do.”

Advancing Amid Change

The advertising industry is filled with many challenges for aspiring young talent, but Smith has built a successful career without any negative encounters.

“I honestly don’t feel I have faced any obstacles (due to race or gender),” said Smith.  “I’ve never attributed (any barriers) to that.  Women are more prevalent in our industry.”

If she had experienced such hurdles, it probably wouldn’t have made a difference.  Smith would have likely steamrolled right through them.  “I’ve never believed in a glass ceiling,” Smith said.  “If you don’t believe it’s there, then it’s not an obstacle.”

Over the years, Smith’s clients have grown increasingly dependent upon her strategic counsel. This dependence follows a growing trend in the industry where all disciplines work together to build a singular voice, tone and feel for brands.  This was particularly true when Smith began work on a Merck vaccine for shingles – an effort that ended up being one of her proudest moments in her career.

Smith could not disclose much information at the time of our interview because the product had not yet hit the market; however, she indicated that the release would involve a major campaign.

“It was the most collaborative effort I’ve ever worked on,” said Smith of the Merck launch.  “We were involved in the strategy from the very beginning – that makes the result much better.  I’m proud to say that I was a part.”

Hopefully, for Smith, the Merck vaccine launch is a signal of increased collaboration and strategic media involvement across the industry; but in an industry as complicated and multi-layered as advertising, the future is difficult to predict.

“I don’t know what it’s going to look like,” admitted Smith as she contemplated the future.  “It all depends on what consumers are doing.”

The political landscape also has a lot to do with the future of the industry, and in Smith’s eyes, one major factor that is bound to play a significant role is the environment.  The threat of global warming is forcing consumers to ‘go green,’ which may have a huge impact on how corporations do business – from marketing to manufacturing to how products are engineered.  “Companies are going to have to have more corporate responsibility,” said Smith.

Still on a Journey

We may not know what the future holds for the advertising industry, but the future looks bright for Bhavana Smith.  She has come a long way in a short time, and she shows no sign of slowing down; but even with her success, Smith admits that there are those that hold a slightly different view of what her success was supposed to look like.

“If it were up to my mother, I’d be a lawyer – even to this day,” said Smith.  “She’d say ‘You argue way too well with me – you’d be a good lawyer.’”

That comment does not mean her mother is not in her corner.  Every step of the way, she has been there for Smith.  “I have to say, she’s been nothing but supportive,” continued Smith.  “From the beginning she’s been supportive.

Unlike the families of many communications professionals, Smith’s parents have a firm grasp of their daughter’s role in the marketing mix.  “(My mother) gets what media planning is, and she can explain it very well to her friends,” said Smith.

Although she doesn’t see her gender as ever having worked against her in the marketplace, Smith believes in helping to build and maintain her image and standing in the advertising community – among women professionals and the industry at large.

Smith was an active member of Advertising Women of New York (AWNY), an organization dedicated to the advancement of women in the communications industry.  She is also part of the AAAA’s Entertainment Marketing Committee and the Ad Club of New York.

While it’s good to be surrounded by peers that you respect and admire; it’s even better to meet people who will help inspire you to be your best in your field.  For Smith, one of those people is Beth Gordon, former CEO and chairman of Media Edge.

“She was smart, brilliant, empowering,” said Smith of Gordon.  “It was great for me to see someone like that.  She revolutionized the media industry.”

Smith is now blazing her own trail and building a distinguished reputation in media.  She doesn’t spend too much time thinking about the past – she’s moving forward.  “I’m still on my journey,” she said.  “I’m just getting started.  I’m excited for what’s coming up.”