As PR Week wrote when Jeff Immel was honored with a 40 under 40 Award, “a leap of faith can sometimes usher in a whole new approach to marketing….when Immel left Arc Worldwide to join Weber Shandwick’s budding creative team as its first art director, he was making a bold move.” I so appreciate his risk, and the firm’s, as the public relations discipline was evolving into something much greater – a global communications and marketing business. Since then, he has grown that business tremendously. Our conversation spans from the risks brands need to take to breakthrough in today’s climate to understanding that often business success is driven by understanding that the audience now dictates the terms. Jeff shares a great analogy from a Cannes lecture, that it is now the deer who has the gun, not the hunter (listen for the whole story). And his tips for Miami students are different than some but absolutely on point. All the resumes look great so take advantage of the human side. Stand out by being the call or meeting want to take. Be the person that helps, engages and listens. Sometimes the basics in life are forgotten. And a special shout out to one of Jeff’s Weber Shandwick Miamian colleagues who is awesome -– Executive Vice President Melanie Strah! She has welcomed Miami students each year into their office for a day of learning.