John Coleman CEO and founder of The VIA Group holds a BS in mechanical engineering from the University of Maine and an MBA from New Hampshire College (now Southern New Hampshire University). Prior to founding VIA, John worked in international sales and marketing for several, multinational conglomerates, including ABB and Combustion Engineering.
At the age of 30 (and with no agency experience) he founded VIA and developed the agency's model, in which cross-functional teams solve complex marketing challenges and help clients find new growth. The model combined his engineering background, his unbridled love of ideas and his entrepreneurial appetite and produced results quickly and consistently—earning a spot on Inc. magazine's list of 500 of America's fastest-growing companies. Today, VIA is one of the top 100 agencies in the country.
09.08.09
Doing What Should So Obviously Be Done
If you have a degree in what field is it? A BS in mechanical engineering from the University of Maine at Orono and an MBA from Southern New Hampshire University.
If you could choose one person to work with (outside of your own agency) who would it be? The artist Matthew Barney.
Who was the client for your first advertising project? Indra Nooyi, now CEO of Pepsi, when she was at ABB. We had just opened VIA and were doing a collateral project for her team and she stormed out of the meeting about two minutes into the first presentation (which had nothing to do with us, but scared the hell out of us nonetheless). We ended up doing a global print campaign for her team, so I guess it worked out.
What do you consider to be the greatest headline of all time? Portland Press Herald, Nov. 05, 2008, "OBAMA SURGES TO HISTORIC WIN."
If you were to change professions, what would you do? I wouldn't. I have the best job in the world.
From where do your best ideas originate? On the road, when I’m going city to city being a vagabond. There’s a great sense of freedom in the anonymity of going from one city to the next, feeling unencumbered and watching people. It gives me this great, outside-in perspective on everything.
How do you overcome a creative block? I hang out with my kids. They’re very real and honest. And they’re so utterly connected to what’s happening, yet totally outside of the murky/complicated business issues that might be keeping us from doing what so obviously should be done. They see through all that crap instantly. It’s inspiring. Something good always happens—even when they remind me of how lame I am.
Do you have any creative outlets other than advertising? I’ve never been a good prose writer but I do write a lot of poetry. It’s kind of my own little dyslexic journal. And I play a lot of guitar and, much to my family’s chagrin, sing.
What’s your approach to balancing work and life? Be home by six.
What product/gadget can you not live without? My Martin D-16RGT acoustic guitar.
What’s your favorite quote? “Just because you can, doesn't mean you should,” although I’m not sure who said it.
Do you have any advice for people just entering the profession? Never stop asking yourself, "Is what I’m creating truly different and better?"
What’s the one thing you wish you knew when you started your career? My gut is right way more often than my head. And, the media guys get all the perks.