Diary: Questions & Answers

Kathy Savitt, president of Seattle-based MWW/Savitt, is well known as a marketer and agency chief.

Kathy Savitt, president of Seattle-based MWW/Savitt, is well known as a marketer and agency chief. Who would have thought, however, that she has such an ear for music? Here, she rhapsodizes about her pick for pop music's next big thing - her daughter - and her Lucille Ball fixation.

What is your best ability?

Quick and very deep understanding of what motivates individuals and groups.

How did you get where you are today?

I have a passion for high quality. I seek it in clients, in work product and in my friends. I've also surrounded myself with all-stars?senior people at MWW/Savitt are truly the Mission Impossible squad.

What would you like to change about the PR industry?

Too many people still sell PR's value as a number of media hits or an isolated product launch. Strategic PR has the potential to dramatically impact consumer attitudes and behavior and even radically change entire business paradigms.

It is our responsibility to advocate for these 'highest and best uses.'

What is your idea of perfect bliss?

Spending the weekend with my best friend and husband, Michael, and our two girls on Orcas Island, which is one of the San Juan Islands off the northwest coast of Washington.

What is your favorite TV show?

I Love Lucy is my all-time favorite. In addition to being my patron saint, Lucy had a knack for talking her way out of a paper bag. Those closest to me think I'm like Lucy without the studio audience.

What is the best invention of all-time?

In my opinion, there are two: the diaper genie and caller ID.

Name one thing about your past that people would be surprised to learn.

During college, I was a radio programmer and marketer. At 19, I was program director of a commercial radio station and became quite the local pariah when I changed the station's format from album-oriented rock to contemporary hits. Not only was this uncool in a college town, I had to prove to a board of directors and management team that pre-dated me by many years that this was the way to go.

Who are your favorite musicians?

My 10-year-old daughter Meggie is an amazing songwriter and has composed more than 20 songs since she was five. 'My Sweet Sister,' which was written just after her baby sister was born, is still one of my favorites.

What is your favorite book?

My favorite fiction is probably The Age of Innocence. Edith Wharton's subtlety and brilliance amaze me.

What will you do when you retire?

Nap once a day. See every Broadway show. Finish my screenplay. Sing background vocals on my daughter's recordings.

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