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Profiles of the Powerful: Advertising Exec Mary Austen
Author : Allan Kalish
When you spend time with Mary Stengel Austen, you come away with
one feeling. "That woman is affable." After thinking it over,
you might find other words which describe her: smart, realistic,
enthusiastic, tough minded, determined, articulate, strategic,
focused. But you'll always include affable in your memory of her
because that's what she is.
Perhaps she has to be that way because of the two most
significant challenges in her life: managing five small children
and managing one of the largest ad agencies in this part of the
country, Tierney Communications. Affable is good, perhaps
necessary.
Having grown up in this area, she then graduated from Lafayette
College and was directed to a job in sales for age copier
company. Quickly convinced that she was not made for a direct
sales role, she found her way into the former Spiro agency and
found the career that challenged her, enthused her and excited
her. Obviously, she loved what she did and, after a few other
steps forward, she still loves what she does as president and
CEO of Tierney and its 135 employees.
Mary sees great opportunity for the advertising business but she
insists that success will come to those who understand that it's
a "time for new reality." That's her way to acknowledge and
respect change which is happening faster and faster. She
believes that agencies must adapt more quickly to market
changes, technology changes and even to the changing
expectations of employees. More than ever before, she hopes that
Tierney is understanding and respecting clients' perceptions of
their own needs which often change with the speed of light.
Her concerns for the overall health of the agency business are
partially based on the pressures clients feel in these changing
times. It's not a new thought that solid relationships with
clients are vital for ad agencies. However, those relationships
are harder and harder to develop because of the pressures of
time and the pressures of the bottom line. However, she says the
key to a superb client relationship is no different today than
it was ten years ago. Just remember that "It's not about you,
it's about your client." Good advice.
When pressed, she has some advice for clients, too. Directed to
clients in just a few words, the "wisdom" of Mary Stengel Austen
is simple to state. She would ask them to be careful about
articulating the business plan and the marketing objectives to
the agency. She would urge them to have realistic expectations
about their marketing/advertising efforts. She would hope for an
open, honest working relationship with the agency and a
consistent viewpoint about image, brand and sales. She also
fully understands that clients have their own pressures and
sometimes are forced to abandon well thought out plans.
A consistent lesson has guided her in her home life, in college
and in her career. She has learned the importance of being able
to multi-task. She says that learning to "juggle" has helped her
in her career and in her role as a Mother. According to her,
"Kids and clients have helped me to learn how to prioritize and
have forced me to remain focused." She further explains, "Both
clients and children need to feel as if they are the most
important thing in your world." In these two separate
situations, they are, so it's working out quite well for Mary,
for Tierney and for her family.
Predictably, her hopes for her own career cover a broad spectrum
of topics. When she thinks about her life in ten years, she
first mentions her family and its importance. Then she talks
about continuing to enjoy her work, about continuing to learn
and grow and continuing to do the things she does best. She is
quite comfortable and enjoys managing good people and hopes to
continue that function. She also wants as much strategic
involvement as possible, both in her own operation and in the
operations of clients.
She gives an interesting example. When a client crisis occurs,
she hopes to contribute to the strategy/solution and to "Slow
things down when others are compelled to speed things up." She
seems calm and, apparently, is convinced that calm and smart is
better than frenzied and active without a good plan.
Mary Stengel Austen is even more than a busy, successful
executive at Tierney and a busy, effective family woman. She is
also a committed supporter of the community, serving on many
boards including the Please Touch Museum, Bryn Mawr Rehab
Hospital, Maternity Care Coalition, Philadelphia Ad Club,
Lafayette College Advisory Council and as Chairperson of the
Pennsylvania Economy League.
She lives in Radnor with her husband, Peter, who is an Insurance
Broker and her five children: Thomas(8), Andrew (7), Christopher
(6), John (4) and Sally (2).
Affable? Yes. Successful? Yes. A nice combination!
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