The Marketing Hall of Legends welcomed 10 industry veterans to its illustrious rankings this year. With more than a century of industry experience between them, Marketing stole a few moments with each one, asking them to look back on their careers and examine what brought them success.
JOHN BETTS – BUILDER
John Betts
John Betts began his career with McDonald’s as a crew member in Southhampton, New York in 1970, and was named president of McDonald’s Restaurants of Canada 38 years later. Along the way he picked up many awards, including the Presidents’ Award, which is given to the top 1% of McDonald’s employees in the world.
What did you learn as a child that contributed to your career success?
My father was the Consul General for the U.S. State Department, so we moved around a lot when I was a child. It was so valuable to experience different cultures, people and viewpoints. It shaped my leadership style and taught me how to bring diverse people and points of view together to build consensus. I did a lot of listening then, and I’d say it’s a hallmark of my leadership at McDonald’s Canada today.
The most exciting thing about the industry today is…
Youth and what they’re bringing to business and the world. I’m fascinated with how they’re connecting with each other, brands and larger societal issues.
What advice would you offer anyone starting their career today?
The saying “Life isn’t a dress rehearsal” really resonates with me and I think it’s a great piece of advice for someone starting their career or in the middle of it. Seize every opportunity without fear because it’s likely you won’t get a second chance, and you never know where it will take you.
Hugh Dow – Enabler
Hugh Dow
Hugh Dow enters the Hall after a storied marketing career that included the creation of one of Canada’s largest media management companies, M2 Universal, where he was president for two decades. Dow launched the shop as Initiative Media, Canada’s first agency-parented media services firm, in 1989. Before retiring in 2010, he spent three years as chair of Mediabrands Canada.
Who was the most important person you’ve ever met in business and why?
Tony Miller, the long-serving CEO of MacLaren McCann, played an enormously important part in my career. For nearly three decades, he supported and encouraged me to dream big and to push forward. He was always there to bounce ideas and concepts o ff. To this day, I can still hear him saying, “What if…”
or, “How about…” Thank you, Tony.
What’s the biggest gamble you’ve made in your career?
Leaving London, England in 1967 for a country I knew little about, a city where I did not know a single person, and a company—McKim Advertising—that I had never heard of. I left a good job, a great social life, for somewhere where you could not even stand up with a beer in your hand. Why did I do it? It just felt right. Intuition can be a powerful and compelling force.
The guilty pleasure that makes me a better businessperson is…
the restoration of classic Jaguar cars. I love the challenge of taking a rusty, discarded wreck and turning it into a factory-new showpiece. Many was the Sunday
night I spent trying to get my hands and fingernails clean for Monday morning. This guilty pleasure made me a better businessperson because it enabled me to clear my mind.
What is your proudest career accomplishment?
The launch in 1990 of Initiative Media, North America’s first agency-parented, stand alone media operation. I was told in no uncertain terms that it would never work, that clients would not want to deal with a separated media function. Our competition heaped scorn on the concept; the trade media had a heyday. The publicity opened many new business doors for us and slowly our competition followed suit.
Photography: Mike Ford
This series of Q&As – which also includes Jack Bensimon, co-founder of Bensimon Byrne; Bonnie Brooks of Hudson’s Bay Company and many others – originally appeared in the March 2014 issue of Marketing. Subscribe today, and be sure to check out the issue on your iPad.
