I’d like to take a few minutes to introduce myself, and give you some insight as to what our business is all about. My name is Allen Williams, and I started my professional career in 1994 at age 19.
My first job was in radio, and let me tell you, things were different back then. I worked both on air, and in the sales department. I have some insight as to the difference between letting a station write your commercial and letting a “creative” write it (more on that later). I learned to edit radio commercials on reel-to-reel tape, using a razor blade and splicing tape for edits. It’s amazing how far technology has advanced since then!
In the years since, I’ve worked both in radio and television and in 2010, I launched my own production business. I focused where my passion really is, creating compelling content. I was producing commercials, music videos, etc. But things change, and the world has definitely done so. COVID knocked the wind out of most business’ sails. Every penny really matters.
A while ago, I realized that people weren’t just looking for a production company. They were looking for a one-stop shop. They wanted someone to tell them what the best marketing strategy was, plan it out for them, and create the media for it. That need is what Grace Williams Creative Group was born from. I am the owner and creative director here, and I have 29 years of media experience behind me. Earlier I mentioned the difference between having a station write your commercial copy, and letting a “creative” do it. The difference is this…Most stations, at least locally, have their salespeople writing the commercial copy. I mean no offense to them, but it’s not their primary forte. Companies choose a good agency because they can see well beyond one commercial and really plan out a strategy that is going to lift a brand. I have a lot of stories from my 29 years in the business, but for today, I’m going to leave it there.
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