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Larre Johnson, BJ '71

What do you do, and what is most interesting about it?
I own an ad agency called Big Honkin' Ideas. Owning your own business is a game of stickball. You get to be responsible for the success or failure of the business. There is a real rush from being in charge.

How did you come to own your own business?
I worked at a lot of large agencies. I just felt there was so much wasted energy there, too many people, too many layers. It's more fun to get the chance to talk to client individually. You eliminate the middleman. Plus, I can pay myself more money.

What do you consider your greatest professional achievement?
Most people would say the "This is your brain. This is your brain on drugs." campaign. I feel this did the most good for most people. It helped un-sell a bad product. There is a great satisfaction in knowing you're doing good on such a large basis. Other than that, I would say my work from Tallon Termite and Pest Control. I won a radio Clio for the campaign, "We freeze their little buns off." We took a $2 million per year company and turned it into a $20 million per year company. It was lot of fun. It got a lot of radio play, and everyone was repeating it.

What makes you good at your job?
One reason: I'm good at what I do is because I work with good people. I also had a great mentor, Paul Keye. He told me 90 percent of writing is good editing. He gave me the confidence to be myself and find my own voice as a writer.

How did what you learned at Mizzou help you create one of the best commercials of all time?
I wouldn't have had opportunity to get in the door. A Journalism degree from Mizzou opens doors.

What is your favorite J-School memory?
I would have to say meeting Walter Cronkite. During Journalism week, the School would bring in journalists to talk to students. They would speak about the importance of what we were going out to do. I never thought I would be reporter, but the fact that Mizzou attracted someone of that stature just made me appreciate that I got to be in the audience.

What would be your best advice to students?
If you want to be in advertising, read everything, write everyday and never settle. Anybody can settle. You've got to want to be great before you can be great.

What do you enjoy doing when you're not working?
I enjoy cooking, and I love being outdoors with my two Australian Shepherds. I do a lot of wishing that my daughter was closer, and training my son to be in business. And I enjoy spending any time I time can with my wife.