Just as any sea captain worth his salt ultimately rejects his land legs and returns to the sea, Phil Carpenter’s marketing career has seldom ventured beyond the entrepreneurial realm, where he has held management roles in both startups and the integrated marketing agencies that eagerly serve them. Today, as executive vice president and managing director of PAN Communications, Carpenter is once more satisfying his entrepreneurial itch as PAN advances up the ranks of midsize agencies to serve a growing roster of technology and healthcare clients.
“Sometimes we’ll be competing against very large agencies that are global in nature—so they’ve got offices in New York and in Hong Kong and in Munich. At other times, we’ll be playing against a specialty firm that operates out of maybe just one geography, like San Francisco or New York, and operates only in one sector, like tech. So it’s for us both interesting and hard because we sit in the middle. We have good ways to compare ourselves against the smaller firms and to position ourselves against the larger ones.” –Phil Carpenter