Greg Miller doesn’t have to talk about how much he loves his job, the kinds of changes he’s seen in his industry, the kind of changes he’s been part of and how he couldn’t imagine working anywhere else but inferno.
The fact that he recently passed the 10-year mark working for the 14-year-old full-service advertising, marketing, design and public relations firm pretty much says that for him. Miller is an art director and interactive specialist with inferno, and to be with the same employer in a creative field as long as he has says many things.
It suggests, for example, that Miller is a fan of and a good fit with the culture of inferno, as well as the fact that he’s adept at tackling new mediums and challenges.
To put his tenure in perspective, when Miller started at inferno Mark Zuckerberg was still a student at Harvard who had not yet dabbled with the code for what would become Facebook. Twitter was still three years away, YouTube wouldn’t launch for two more years and print media – including books and legacy news outlets like Newsweek – still had business models built around paper.
Not only did social media arrive on the scene while Miller has worked at inferno, reshaping all manner of industries, but video has become especially crucial and embraced by the business world.
And it’s a medium that Miller is increasingly focused on.
Miller’s work includes everything from helping companies produce commercials, animation projects, training videos, how-to’s and more. One example he said inferno helped with was an explanatory video showing how FedEx gets shipments around the world – from China to the U.S. – in a single day.
“We have such a broad audience now,” he said. “Video is about controlling your message.”
Miller’s focus has been on Web design, but he also has a broad range of design and computer animation skills. Michael Overton, creative director and agency partner at inferno, said Miller’s skills are invaluable because he keeps the team on top of technology, new media and related changes they ought to know about.
“Creative has become so independent from specific media, and you can’t rely on the old standbys of print, outdoor and radio.”
Creative director and agency partner, inferno
“Creative has become so independent from specific media, and you can’t rely on the old standbys of print, outdoor and radio,” Overton said. “You need to take a very integrated approach to reaching your audience because there is constant innovation in the way people gather information. Greg ensures that our team is updated on all the developments associated with content distribution and new media channels.”
Ask Miller what a typical day is like for him, and the question might as well be in another language. He and others at the firm are quick to disabuse someone of the notion that the concept of a typical eight hours, of sameness and predictability, is not something that one should expect to find at inferno.
On one particular morning last week, Miller’s day started early, when he was out on a shoot. Usually, his workday includes a mix of planned tasks in addition to the necessary flexibility of rolling with the punches to accommodate clients who need something immediately.
One way he tries to stay creative and keep himself inspired is by searching the Web. He doesn’t watch much TV, so he tries to seek out examples of great art, visuals, video and design online, and then use that to fuel his intellectual and creative energy.
One of the things Miller said he likes about his job is how inferno’s partners have “allowed me to change up what I do every few years.”
Inferno’s clients span a variety of sectors, including health care, relocation, logistics, banking, agriculture, entertainment and the nonprofit world. The company is based in Memphis and has satellite offices in Arkansas and Michigan.
It bills itself as a leading mid-sized provider of business-to-business and consumer marketing solutions, with expertise across a variety of disciplines.
Miller said the firm recently added a new staffer to its interactive department. The additions always bring something new to the table, he reflected, and this time the department is getting its first female addition, which he said would bring an especially fresh and valuable perspective.
About the firm, Miller said: “It’s a great place to work, with great people. And I have a lot of respect for the partners.”