In Focus: Interview with Rory Carlton, Principal at Arketi Group, United States

Romaicia Naser | Muse Awards
In Focus: Interview with Romaicia Naser, Creative Director at Kukoon Media Inc., Canada
August 6, 2018
Luis Marques | Muse Awards
In Focus: Interview with Luis Marques, CEO & Art Director at M&A Creative Agency, Portugal
August 10, 2018

Rory Carlton | Muse Awards

Rory Carlton

Rory Carlton and his team started Arketi Group because they saw an opening for an agile, integrated agency that “gets” technology, isn’t afraid to be exclusively B2B, yet has a broad enough range to be able to make honest, unbiased recommendations about what tactics to apply. They’ve attracted (and retained) some super-smart people, each with their own specialization. In his case, it’s messaging, brand development, advertising, print and online, direct mail, and digital strategy and execution.



Rory Carlton | Muse Awards

Interview with the 2018 Muse Creative Awards Winner - Rory Carlton

1First, tell us about yourself, your company, job profile, etc.
We started Arketi Group because we saw an opening for an agile, integrated agency that “gets” technology, isn’t afraid to be exclusively B2B, yet has a broad enough range to be able to make honest, unbiased recommendations about what tactics to apply. We’ve attracted (and retained) some super-smart people, each with their own specialization. In my case, it’s messaging, brand development, advertising, print and online, direct mail, and digital strategy and execution.
2Tell us a bit about your business and what you do.
Arketi Group helps B2B tech companies engage audiences, fill the funnel, and convert prospects to customers. We work with some big brands, for whom we typically provide one or two specialized services; and with many challenger brands, where we are usually agency of record. Often they are companies in specialized vertical markets – such as supply chain, fintech, healthcare IT – and they turn to us for a complete range of marketing services. We invest a lot of time and energy in getting to know those markets really well – understanding what pain points buyers have, how they go about making buying decisions, and how our clients can speak to buyers in a relevant way that is truly useful to them, whether or not they decide to purchase. We find that if you freely offer real value to prospects, this builds trust and respect… with the result that, ultimately, more of them DO become buyers.
3What are your top three (3) favorite things about our industry?
• The variety: Working in an agency isn’t for everybody, but it fits me personally because I get bored easily. Every day, each of us Arketi will work on at least 2 or 3 clients – sometimes more – and you’re constantly learning about new businesses, new industries, and new technologies. • Constant reinvention: Marketing is evolving so fast – technology is changing everything. It’s true that creates challenges, but it also generates huge new opportunities. I love that every day, we get to invent new ways of tackling clients’ marketing needs. • Making a difference: Technology has also made it so much easier to see what is working and what’s not – and to do so quickly. It’s really satisfying to be able to see how our work is truly helping clients generate revenue and accelerate growth. That wasn’t always easy to prove, even if we believed it all along! Now we can KNOW.
4If you could give one piece of advice to someone considering a career in creative industry, what would it be?
Be interested in everything. You never know what random idea or fact from a completely unrelated field will pop up and inspire a terrific campaign or an innovative way of breaking through. Also, READ. It’s the best way to learn about everything AND it’s the best way to learn how to write. Knowing how to write effectively and persuasively is the single most important skill in our business – maybe in any business. I believe this is true even if you are a designer. Read the New Yorker, Wired, People magazine and make a point of reading about things you don’t think you will be interested in. Surprise yourself.
5Finally, what is your key to success?
Getting up early. Over the years I’ve trained myself to be an early riser, typically 4:30 or 5 am. It didn’t come naturally, but I discovered that after the first cup of coffee it doesn’t hurt that much! In the first couple of hours of the day, I get all my best work done. Did I mention coffee? That’s also key to success!


Winning Entries

NetTracer "Lost and Found Hero" | 2018

NetTracer
Handling lost-and-found items is a growing problem for airports, cruise lines and other travel providers. NetTracer wanted a clever video to explain the benefits... (read more)

GT Software "From Legacy to Leading Edge" Video | 2018

GT Software
Mainframe computers still power much of global business – but increasingly these IT workhorses need to operate in a world of mobile devices, apps and point-and-click... (read more)

FinTech Atlanta Logo | 2018

FinTech Atlanta Logo | Muse Awards
To cement Atlanta’s claim to be the world's financial technology hub, Fintech Atlanta needed a logo that expresses the organization’s dynamism and forward-looking... (read more)

TAG The Summit Logo | 2018

TAG The Summit Logo | Muse Awards
The Technology Association of Georgia wanted to take its annual technology innovators showcase event to the next level – with more ambitious programming and a reach... (read more)

Arketi Group

Arketi Group


Arketi Group is a PR and digital marketing firm that works exclusively with B2B technology companies. Our clients either develop innovative technologies or use technology to deliver world-class services. We help these companies generate revenue and accelerate growth through intelligent marketing strategy and execution.


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