Jo Muse once struggled to land a job in The State News' Advertising Department.

Now, after 30 years and national campaigns for Nike, Coca-Cola and Universal Pictures, Muse will be recognized as a "Leader of the Year" in the advertising industry.

A Detroit native, Muse began his career as a student at MSU, where he had a stint at the student-run paper.

"It was a tough gig to get. I had to hang out and wait for the opportunity," said Muse, a 1972 graduate.

"It taught me a lot about the ad business and it was a lot of work - fast paced."

Muse is now the founder and chairman of Muse Cordero Chen & Partners, a California-based agency that specializes in multicultural advertising across the nation.

His work has garnered him "Leader of the Year" honors from The Los Angeles Advertising Agencies Association. Muse will receive the annual award Thursday at a ceremony in Beverly Hills, Calif.

"It's a prestigious honor," Muse said. "It says a lot about my past in advertising."

As executive creative director of his own firm, Muse has a core of writers cranking out multimedia advertising packages. He said it's difficult to impose on his creative team, but he does manage to compose the occasional headline.

"I still love coming up with fresh ideas," he said. "That's why I do it."