"Passion," says Phil Karsh ('57) without hesitation.
Karsh, a member of the School’s Advisory Board and co-founder of Karsh & Hagan Communications Inc. in Denver, sees advertising as a game best suited for those with spirit and integrity.
People will make it in advertising if they "really believe in what they’re doing," he says.
After all, in Karsh’s eyes it takes an honest person to do the job right.
"I think that advertising is the lubricant of the free-enterprise system," he says. "It’s a very noble craft.
"All advertising does is make information funny, dramatic, important, pointed. It delivers useful information."
For Karsh, providing that information during the 40 years since his graduation has been an exhilarating ride, culminating in his recent retirement from Karsh & Hagan -- the fourth largest agency in Denver. And his interest in advertising goes back even further.
"My parents were very supportive all the way," he says. "They were 100 percent behind me."
Growing up in Salt Lake City, Karsh nevertheless had his heart set on learning advertising at CU. He was promised a chance to go to college in his father’s home state of Colorado, and after a year at the University of Utah he got his wish.
Upon graduation, he hit the ground running.
Karsh started his first job at Ted Levy Advertising in October 1957 and found an opportunity to buy into the company -- a decision that proved challenging and put a heavy weight of responsibility on the recent college grad.
"It was probably the dumbest move I ever made," he says.
But the resilient 22-year-old learned a lot from that experience and considered it his "master’s degree." Being able to gain so much insight so young was pivotal to his eventual success, he says. He was also in the right place at the right time.
"I always say I’d rather be lucky than smart," he said.
He started his company with Tom Hagan in 1977, with hopes of bringing some clients along with them from their former employer.
By all measures, they were successful.
The company started with four employees and now has 55, including a public relations department of 10 to 15 people. With clients including the Colorado Lottery, the Colorado Rapids and Sprint International, annual billings have risen to $35 million.
Karsh, 62, recently decided it was time to retire from the firm.
"I’m looking to play more," he says, suggesting that hitting the ski slopes more frequently would be a means to that end.
Although he officially stepped down in December, he still makes appearances at his office. He also fills up his days through participation with the National Jewish Medical Research Center, which specializes in treating pulmonary diseases; TCOR, a group that acquires and directs the donations and placement of tissue; and, of course, the School’s Advisory Board.
Recalling his own experience, and having watched hundreds of young professionals struggle to gain a toehold in advertising, Karsh understands that getting a job right out of college is not the easiest task.
"It’s one of those real tough things," he says. "You can’t get a job without experience, and you can’t get experience without a job."
But he firmly believes that new ad grads can make it happen, if they’ve got that passion.
"I think the ones who really love the craft find a way to get into the business," he says.
Certainly, his agency provides some of those ways.
CU students hold a summer minority internship at Karsh & Hagan. It comes with additional scholarship money. The agency also provides internships for advertising students every semester. A number of CU graduates also work for the company.