CAREERS: Q&A with ... Ernie Tadla, General manager, DMG Dynamic Marketing Group

Name: Ernie Tadla Age: 63 Job title: General manager, DMG Dynamic Marketing Group What is your greatest achievement? Working on the pitch team that won DMG the China launch contract for the Bora, Volkswagen's new model car. The team beat Saatchi & Saatchi, Ogilvy & Mather and Grey. Pretty heady stuff for a new, small creative boutique. What would be your dream brand to work on and why? It would be a product or service that left the world a better place by being here ... consumerism is what makes the world go around, but you can tell by my age that meaning and legacy are values that are more important to me now. An example: to build a training school for young people seeking a career in advertising. What would you do if you weren't in marketing? Advertising is educational; teaching people to buy your product. I would be in training, development or coaching. What was your big break? Meeting Dan Mintz from Pacesetter Pictures and him encouraging me to come to China. I got here in March 99. Who was your mentor and how did this person influence you? Dan Mintz. He is a blend of New York chutzpah, creative genius, Hollywood style, adopted Chinese, and spiritual sojourner and hard-ass businessman. He has added to my depth, my business acumen, and outlook professionally. Is there a secret to your success? Have the courage to always tell the truth and treat other people the way you would like to be treated. How do you handle difficult clients? There are two powerful emotions out there - love and fear. It is my observation that difficult people are full of fear. If I can help them overcome their fear they become less difficult and easier to work with. We basically all want the same things ... love, respect, assurance, recognition, appreciation. I can do that. You can do that. What advice would you give to the next person to do your current job? Eighty per cent of an organisation's problems are people problems. Hire the right people, train them well, and recognise and appreciate them. Treat your staff like you treat your clients. Who is the business person you most admire and why? My uncle, Leo Mamer. He built a successful business, lived life with zest, had a great marriage and a wonderful family, loved a good time, had an open and inquiring mind. He contributed to his community.

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