Charlie MacLeod’s gentle demeanor belies his years at the helm of the one of the top ad agencies in the United States.
He’s one of the M’s that comprise Smithtown-based SMM Advertising, which was founded in 1985 and successfully weathered the storm of continuous industry disruption — something that has proven far too volatile for many Long Island-based agencies to survive. Maybe it’s partly due to MacLeod’s emphasis on an internal culture of gratitude, coupled with the self-awareness to play to his strengths while enabling others to play to theirs.
Despite rumors to the contrary, MacLeod’s not all business. He’s a family man who loves to golf, prefers his martinis made with Bombay and visits Asia regularly, as a professor for Stony Brook University. But community theater nears the top of his list in interest and in calling, and he credits his high school drama teacher for instilling a shy kid with confidence.
Read on to find out more.
FMC: What’s your current state of mind?
Feeling fantastic – it’s summer, my family and I are healthy, there’s a lobster in the fridge and business is good!
FMC: What mistake did you make that turned out to be your best learning experience?
Not screwing the oil drain plug back in before pouring four new quarts of oil in the engine. It taught me to plan well.
I wanted to drive a big dump truck …. Still do.
FMC: Why do you do what you do?
Good and honest advertising is a very important part of vibrant commerce.
FMC: What’s your guilty pleasure?
A handful of roasted almonds as soon as I walk in the door from work.
FMC: What gives you hope for the future?
The continued educational and business opportunities that our society has that so many others don’t.
FMC: What’s your idea of happiness?
Being with my family, a few friends and some cold beer. (Oh, add breaking 90 on the golf course!)
FMC: Coke or Pepsi?
Neither – no soda for me. Iced coffee, thank you!
FMC: Who was the most influential person in your life?
My high school drama teacher, Jean Jarvie. She placed me in large and important roles that gave me the confidence and courage to help me through life.
FMC: Favorite restaurant?
No fave, but the meatloaf at Joe Allen’s on 46th is the best in the world.
FMC: Last book read?
I just finished re-reading ‘A Prayer for Owen Meany’ by John Irving. The book makes me laugh and cry – I’m looking forward to reading it again.
FMC: Where do you get your news?
FMC Daily, WSHU Public Radio, CNN, Innovate LI, The New York Times – and from my daughters.
FMC: What five people, living or dead, would you want to have dinner with?
My mother and father, William Shakespeare, John Adams and of course, Jesus Christ.
FMC: Favorite drink?
Bombay martini, straight up with three olives. Joe, the bartender at Sardi’s, makes a great one.
FMC: What’s the biggest misconception people have about you?
That I’m all about business.
FMC: Define leadership and tell us, who is your favorite leader and why?
Leadership is getting people to do something you want them to do – but in a way that makes them so motivated to safely do it. David Ogilvy built an advertising empire on his ability to understand people and to sustain the morale of men and women who work in a continuous state of anxiety!
FMC: What is the biggest challenge you’ve faced in your career?
Ten years ago, the building connected to ours burned to the ground. I had 24 hours to completely relocate our business. We did it without losing one client or missing one deadline. I look back on that experience as a huge test that I was able to pass.
FMC: What’s your choice of super hero superpowers?
My business partner Bob Mattson is a super hero. I wish I could write like he does.
FMC: What’s your idea of success?
In my personal life, it’s about the great relationships with my family and friends. In business, it’s about keeping our amazing associates employed and thanking them every day for their commitments and great work ethics.
FMC: What’s the best business advice anyone ever gave you?
A business consultant advised me years ago that as a small business it’s vital to produce cash. I never forgot that.
FMC: If you weren’t you, who would you want to be?
Phil Mickelson. I’d love to play golf like he does and I admire how gracious he is with his fans.
FMC: What’s the biggest challenge facing your industry right now?
The digital advertising revolution is continually providing disruptions – ad blocking, impression counts and big data demands are just a few.
FMC: What is your most treasured possession?
My health right now – good health is everything. (Oh! But did I mention my Clan MacLeod Kilt or my 1949 Red Sox Team autographed baseball including Ted Williams?)
FMC: Which talent would you most like to have?
It’s a tie – between speaking French and playing the guitar.
FMC: When you were 5 years old, what did you want to be when you grew up, and why?
I wanted to drive a big dump truck – just like the Tonka Toy my grandfather gave me! Still do.
FMC: What quality do you most like in a person?
I like people who listen to others – those who interrupt without letting people express ideas and viewpoints are a turn off to me.
FMC: What is your greatest accomplishment?
I helped make a family that really likes being together.
