Director of Sales, Monster Color and Current Chairwoman of AAF Lexington

December 9th, 2024

This week, we got to sit down with Joanne Underwood to learn more about her unconventional path to the advertising industry. From receptionist to President of both AAF Louisville and AAF Lexington, Joanne has learned a lot throughout her career. 

AAF: How did you get into the marketing/ advertising industry?

Joanne: Well it was by accident. I started in records management at a corporate office but transitioned to a receptionist role at Lynn Blueprint after layoffs. Initially, I saw it as a temporary role, but when I planned to leave for another job opportunity, the owner asked me to stay. He told me they had big plans for me, and here I am 30 years later!

AAF: What’s the difference between Monster Color and Lynn Imaging?

Joanne: It’s the same company owned by the same people, but Lynn Imaging is a blueprint company. That division works primarily with architects and subcontractors, and back in the day, they needed a way to advertise themselves. We bought a small printer which eventually grew into Monster Color.

AAF: What is your current role?

Joanne: I am the Director of Sales for Monster Color. I am in charge of maintaining that entire division- which didn’t exist 30 years ago, but I’ve helped them grow that over the years. 

AAF: How do you keep up with all of the new innovations in your industry?

Joanne: We look at magazines, participate in industry-related organizations, and go to conferences, but also we’ll have customers ask us “hey we saw something cool, can you do this for us?”

AAF: How did you get involved in AAF

Joanne: I was working with a lot of clients in Louisville, and they invited us to be a sponsor for their American Advertising Awards Gala. I eventually became part of the AAF Louisville board and then President of the chapter. I wanted to take a break from traveling to Louisville when the Lexington board snatched me up!

AAF: What are some of your favorite things about being part of AAF Lexington?

I love to see the creative community come together and have access to things that they wouldn’t normally have access to. For example, AAF Lexington brings in speakers for Ad Legends and provides the opportunity for our local creative community to learn from people all over the country. I also love the creativity of the agencies here and seeing everyone mesh together and have fun at events such as the American Advertising Awards. 

AAF: What are some words that you live by?

Joanne: I believe “when opportunity meets preparedness, you create your own luck.” I am prepared by being educated on the latest trends in my industry, and I create opportunities by networking. However, being true to my word primarily drives my success. If I tell someone I’m going to solve a problem for them, I’m going to do it. If I tell someone I’ll call them back in an hour and I don’t have an answer in an hour, I’ll call them and say “hey I’m still working on it, but I wanted to give you an update.” This way, we can develop trust with clients and they know we are working hard for them. 

AAF: Do you have any advice for people starting out in the marketing/ advertising industry?

Joanne: You cannot replace the human element. We all can do a lot of research on a keyboard because we’ve got the world on our fingertips, but don’t be afraid to talk to people and ask good questions. Don’t think you’re a burden, and understand that people who have been doing this for a long time enjoy helping. They like answering questions.

You can learn more about Monster Color and Lynn imaging or catch up with Joanne at the American Advertising Gala in February.