With a background in publishing, advertising and marketing, Gene brings experience in concept development, writing, editing, project management and graphic design to the JLS team.

"I'm in a position where I get to use my creativity to help businesses succeed, and I love it," Gene said.

Gene's got a unique view on the role of ideas in an agency atmosphere.

"At JLS, our client projects are like communal babies, and everyone on the creative staff sees themselves as a parent," Gene said. "We conceive the ideas in brainstorming sessions, nurture them with creative energy and then proudly watch as they successfully go out into the world."

Gene heads up the print and social media divisions at JLS. He's also the staff's senior copywriter.

"Advertising agencies have always had copywriters on staff, but what's changed are their assignments. Today, the need is for compelling copy that also boosts the search engine optimization of websites," Gene said.

In his work with social media, Gene has learned you're either in or you're out.

"Social media is basically a huge conversation that's taking place online. My advice to clients is simple: you're either a part of the conversation or you're not, but that doesn't mean the conversation goes away," Gene said.