Interview with Betsy Sperry

By Monica L. Dashwood

Betsy Sperry, Managing Director of Grey San Francisco began working for Grey (running Beyond Interactive) in 2001. Grey San Francisco provides services including advertising, interactive, full-service media planning and buying for top brand clients such as BMW, Nokia, Challenge Dairy and Symantec.

Sperry speaks to aspiring women on how she navigated her way to top levels of influence in a dog-eat-dog industry. She talks candidly about the pressure that comes with running a leading agency while honoring a top priority—her daughter.

How did you get into the advertising business and how did you know it was the career path for you?

It was pure instinct. I was a communications major and as I began to interview (in publishing, television, client-side marketing) it just struck me. I walked into an ad agency, felt the vibe… it felt right. It was the perfect blend of creativity and business for me. And, 23 years later, it’s still true.

I got my first job by getting on a plane from Phoenix to New York with my resume and a pillow. When I arrived that night, I started calling friends to see if one would let me sleep on her couch. Fortunately, one did. And, eventually, I got a job as a secretary in a small agency. (Yes, we called them “secretaries” then.)

What do you love about it? And what do you find difficult?

I love the people. An agency is filled with all kinds of crazy individuals, each with a different skill and personality. On top of that we have an invitation – really, an obligation – to be smart and creative, and really good listeners. It makes every day different, challenging and fun.

It’s difficult when great work dies because, while our clients themselves may share the same traits and ambitions, they don’t necessarily work within a culture that will accept originality. It’s hard on everyone to see smart, beautiful work that could help a business, die because of that.

And, it is the worst to be runner-up in a new business pitch.

Can you tell us a little bit about what you do in your career?

As one of many ad agencies, our goal is to take something most people think they hate – advertising – and make it something of value. We have no illusions that we’re making art––it’s commerce. But, we try to do it in a way that makes a positive impact, whether it’s smart or funny or beautiful or helpful. That, in turn, should produce business results for our clients. We know for a fact that people like a company better if they like their advertising.

My job is to identify the vision above, embody it and the associated values, and ensure that our people have the talent, training, and resources to deliver for our clients in a way that’s consistent with that promise.

How did you become the head of your company?

The two guys before me quit. (Well, it’s true.)

Also, I think it’s because I refuse to give up. When things get difficult, I tend to turn into the fight rather than run the other way. I’m an optimist. And, I’m very comfortable with the responsibility of having the buck stop with me.

Did you always have the know-all confidence to be in this position you are now? What steps did you take to get there?

I actually had more confidence (or “certainty”) when I was younger. Just do the right things in the right way and, presto, everything should turn out right.

Since then I’ve learned that few things in life are that straightforward. And, of course, I’ve made wrong decisions that lead to second-guessing yourself. In my case, I’ve learned that my instincts are generally right, so I try very hard to listen to them and then be resolute in staying the course.

It also makes all the difference to surround yourself with people you admire and trust. I count on them. And, I don’t want to let them down.

What do you do when the pressure gets to be too much?

I do the things that remind me of the “real me” which, in my case, comes through music and exercise. I was a dancer and a gymnast growing up so taking time for a great, intense workout with music blasting in my head brings out my competitive spirit and confidence. It reminds me that each of us boils down to the same thing – a body and mind and soul. We each get to choose how we’re going to use ours, so anyone can do anything.

What are the biggest challenges in leading and managing people?

When I was younger, I often made the mistake of assuming other people were like me; that they would act and react the way I do. I also had the curse of wanting everyone to like me. I’ve learned that neither is possible.

Now I focus on what is the right thing to do for our customers, our people, and our business. Then, together with my executive team, we define our goals and objectives. But most critical, is to be vigilant that the deadlines and standards required to achieve our goals are met. I don’t always like that part, but it’s my job to do it.

What are the specific traits you have and skills you use to bring that out in others?

I like the people I work with and I respect them. And I like to have fun. I think people sense that, and it makes Grey SF a nice place to work. I want our people to be really great at what they do. I try hard to set them up to succeed and to let them each do it in their own way.

What are your secrets to balancing a top level position in your career with being a mother?

I have no secrets.

Rather, I’ve accepted that there will be trade-offs and I try not to make the trade-offs that I will regret. I don’t ever want to regret that I was not there as Ellie’s mother, that I wasn’t the one to make her breakfast, to take her to school, to put her in bed at night. And, equally, I don’t believe in sacrificing my personal need for identity and some level of professional success.

At the end of the day, we get to choose. Every day I make choices and I try very hard to choose the life I want. I HEAR people say “I can’t” or “I have to”. I don’t buy that. You can have what you want; you just have to choose it and be willing to live with the consequences.

What do you want for your daughter’s professional future?

I want it to be whatever is fulfilling and meaningful for her. I believe she can do anything.

How do you maintain a high quality of life yet at the same time run a cutting edge company?

I just do the things I find important. I go to work and work hard. I travel when I need to. Then I go home and spend time with my family (Ellie, two step-children, out of town relatives), personal time with my husband (I can’t fathom why people are so quick to give up on their romantic lives), and exercise.

So I guess the real answer is to have a pretty short list of what you consider it takes to have a “high quality of life”!

Who were your inspirations and why? Who had the greatest influence on your life?

My grandparents were way ahead of their time. They both graduated from strong liberal arts colleges in the Midwest. And, despite extremely traditional roots and values, they were very modern. They met as traveling actors. Later, my grandmother ran her own dress shop and they traveled all over the world. I would consider them classic Puritan work-ethic types, but they never shied away from exploring new things. They were quite open-minded.

And both my dad and my step-dad are optimists. They make the best of any situation. My step-father, particularly, taught me that you can shape your own destiny.

If you had any advice you would like to offer aspiring women, what would it be?

According to the Ancient Greeks, “know thyself.” It seems to me, getting what you want isn’t that difficult. But, by contrast, discovering what it is that you truly value, and, being at peace with that choice… that’s the tough one, and, in my view, the secret to a fulfilling life.