Kelly Rossi [missrossi]
How and why did you begin to be creative?
I've been creative my whole life, it wasn't really a choice more than my form of expression
Your mind is your work tool. How do you take care of it?
I am constantly learning & trying to develop my mind professionally & spiritually. I don't watch a lot of TV & that frees my time up to grow as a person. It also makes it so I don't get caught up in petty idiocy & behaviors that seems to be spreading around the country.
Who have your teachers been?
I think everyone in the world has something to teach us. If you can look at each person & know what that something is, you can appreciate everyone.
Have you ever had a job that was so stimulating that you could not get your mind off of it?
Most site designs & advances in web development consume my mind especially when I get started on a new idea or if I can't get something to work correctly
Declaration: With what person or business would you like to work?
I already got my dream here... the Maloof Family
Do you work well under pressure?
Please list some brand names or clients that you have worked for.
Rossi Designs was an advertising agency I created in 2003. I focused on working with small businesses & probably worked with over 50 different companies through the years in Sacramento & Portland Oregon mainly. AllClubVIP.com is my creation that came in later. Now I work with Maloof Money Cup & The Maloof Brothers (Joe & Gavin).
Can a bad advertising campaign sell well?
Unfortunately, YES & there's an entire book about it focusing around the Mr. Whipple commercials from the 60's? I think?
How do you see the transition between traditional advertising and online advertising?
This is the biggest thing I've seen coming throughout my career. Unlike many graphic artists, I embrace the changes in society & this is why I taught myself how to develop web sites. The spectrum of advertising has completely changed in the 9 years I've owned my own marketing business. Online marketing has cut the marketing costs of millions of advertisers. It has also given opportunities to companies that could not compete with traditional advertising.
The social media aspect of the online advertising is brilliant! Through the availalbe extensive data on individuals online, advertisers can now target EXACTLY who they know (after research) will purchase their product or service. Social media has also given individuals the ability to become their own advertising media. I see the personality that can come from online advertising becoming the main draw to people's purchasing decisions in the future, if executed right.
What is your favourite thing about working in advertising and what is your least favourite?
I love analyzing how people think & what motivates them to buy or act. After finding that, it's like a puzzle trying to create the exact approach that will draw them in.
What are the main mistakes clients make in judging creativity?
Clients judging the creativity IS the main mistake. Too many of my clients through the years have analyzed creativity & put in their opinion... when in reality, it's not THEIR opinion that will matter when selling the product... it's the end consumer.
Take the Maloof Money Cup for example. The PR girl, the marketing coordinator girl & myself (web designer) can give our opinions all day about some creative we're putting out there... but since we don't live our days, in & out, on a skateboard, our opinion is pointless to the projected overall response on the piece.
Where can we see some of your work online?
What kind of projects do you usually undertake?
I like where I am with the MaloofMoneyCup.com where this is an ongoing growing project that grows as the company & the growing aspects of the internet grow.
What is your professional background? What did you do before?
I started in print advertising. The first company I worked with told me that "the internet would not go anywhere". I left the company soon after knowing they were done. I sold advertising for awhile which is where I learned the skills required to start my own company. I also went through extensive marketing drilling through the SBRC in Sacramento learning marketing & the thought processes of consumers... & better yet, uncovering them.
For several years in my company, I mainly did print & corporate identity work, but knew I had to get online. With my basic HTML background from college, I would stay up nights learning the best ways to go about creating content management systems at the same time as I was trying to maintain my business. About a year or so after my initial trials, I created AllClubVip.com which immediately became popular. Then, in 2010 I ripped apart & re-created the MaloofMoneyCup.com where I am today.
What were you doing in March 2000, at the height of the "dotcom bubble"?
I was still in print advertising! I knew HTML & had dabbled a bit though.
What languages do you code, and in what platforms?
It's all web so HTML, PHP & all on Linux
What machine configuration and operating system do you use?
I am a PC girl.
My father was at Intel for most of his working career after I was born. He also developed the graphics cards that brought PC's up the level that Mac's where at in the 90s (which was their only battle they had won & people still fall back on this delusional claim.) I have worked on both at different companies. The networking at one of the companies with Macs would crash everyone's computers wiping out any working I had been working on for the last several hours... that was reason enough for me to bail on Mac.
What conditions do you need to concentrate when programming?
I need quiet. I can't have the phone going off or people trying to talk to me. If someone does call, they can tell I'm not paying attention to them at all.
After working for long periods of time, have you ever felt as though you were in a bubble?
YES!! I've lost several weekends in my life building websites where I'll just sit down & I don't get up... The hours blend together & I'll look at the clock & it says 5:45am... I have done this for days.
In moments of tension, what techniques work in calming the mind?
I'm a power napper... I have one every day to break my thoughts up.
What is the greatest loss you have had in your life?
I have had several great losses in love, friendships & even deaths that have greatly effected my life & how I look at it. But my soul is a survivor & at the very least, I look at each situation as a means to learn & grow stronger.
Are you an ex-smoker? How did you quit?
I am... I quit over 12 years ago. It took me several tries. I finally did it when I got my wisdom teeth removed. I knew that the physical addiction was only going to take a week or so to get through & I figured I'd be on the drugs from getting my wisdom teeth out to I wouldn't even notice I was missing smoking. That worked, & then I had to fight the mental addiction which lasted a lot longer. I stopped buying cigarettes & the guilt from bumming them was too much for me, plus I ate a LOT of carrots.
What toy gave you the best moments of your childhood?
It wasn't a toy, it was my pool in AZ as a child. You could not get me out of the water. I remember waking up, going from my PJs to my swim suit, swimming all day & then at the end ending up more PJs... it was my life
Please list something you have not yet done, but that you would definitely like to do someday.
I've always wanted to go to Egypt
Las Vegas, NV USA