Why Advertising Week in New York City Matters

I originally posted this shortly after last years trip (November 24, 2010) as "The Future of Advertising Looks Bright. Young AdLanders Share What Advertising Week 2010 Meant To Them". As I prepare the planning for this years trip October 3rd-7th I thought it would be great to revisit.

Advertising Week New York 2010.
 
They say it's better late then never. This post which is a little late in terms of time, but it still offers insights and thoughts that are worthy of sharing.


I invite and travel with 50 students from the Creative Advertising Program at Seneca College to Advertising Week in New York City. This has become the "cornerstone" event of our academic year. They pack their bags, board a luxury coach and get ready for New York and Advertising Week. The anticipation sets in weeks in advance, but it's the final 10 hours of travel time before they will be in New York and what sets the stage for their future career plans and learning from industry leaders and visionaries.


Each year I arrange for private agency visits for my students during Advertising Week to get an opportunity to hear from various creative talents, strategic planners, account management and to take agency tours. This year, we visited: Saatchi & Saatchi hosted by Creative Director Tim Leake, Droga5 with a dynamic discussion lead by David Droga and Julia Albu, Strawberry Frog and Scott Goodson, RGA, Big Spaceship, BBDO, BBDO Atmosphere, TAXI NYC and Virtue/Vice. 

 Each year I also host a "Key Note" speaker for all students hear from and to have an open Q & A session. Last year I arranged for advertising legend George Lois (see a short video of his thoughts). This year CP+B arranged and hosted our lecture at the One Club with recently named CEO and creative genius Andrew Keller. A full speed 90 minutes of honesty, laughs, thinking and inspiration.

So what were the students most excited about? Agency tours. AdWeek Conferences. Meeting new people. It all comes down to and most importantly one thing, it was about learning, learning something new. Getting an experience that will motivate the students to want to their place in the advertising industry.

So what did my students take with them from Advertising Week? Here is what some of the students that attended Advertising Week had to say:  

“New York Advertising week was a great experience for me. The experience was only as great as it was because of the students and the real drive and willingness to learn. The experiences outside of the direct learning from speakers and agency visits allowed me to learn more of who I am and who the people we were around the whole week are. The agency visits to Droga5, and Virtue/Vice really allowed me to see how the style of some agencies are in comparison to the idea of an agency I had before. The speakers also really made an impact on the message I heard and felt.” 

- Wilson Lin, Entrepreneur and Aspiring Account Executive 

"Advertising Week in itself was an experience, from hearing Russel Simmons speak at a panel to visiting Droga5, Advertising Week 2010 left me with a new perspective on advertising. It helped me to realize that everything I do is in my own hands. In an industry that impacts so many people on so many levels, it's hard to wrap your mind around the fact that everything is in YOUR hands". 

- Sabrina Tricarico, Aspiring Art Director 

“I was able to visit Saatchi & Saatchi and BBDO. From both agencies I got to hear it straight from the current professionals about creativity, the creative process, and insights regarding the the structure of creative teams and how they're changing. Personally, that gave me a good insight as to what to expect in terms of the direction the ad world is moving and I also got to hear what they expect from us as aspiring creatives. Big Spaceship was a whole other can of worms. Not only did they structure their agency with absence on conventional job titles, this was my first (and only) view of an ad agency outside of Canada that is solely based on the rapidly growing, interactive side of the industry. Not only did i get a good sit down to hear what is creativity to them, but also get a good (for a lack of better term) lecture on how interactive is different from what we know orthodox advertising to be".   

"Overall, not only did I get reassurance, but also I feel that the profs we know have been pointing us in a certain direction, and these agency tours, in a way, cleaned up the path a little more.” 

- Nas Mohamed, Aspiring Art Director 

"Ad Week in New York this year was by far and away the most thought provoking, inspiring and engaging period in my life to date.  The knowledge I gained from hearing great minds like; Dave Droga, Scott Goodson and Andrew Keller was something that has had a profound change on my new career.

 Listening to where the future of advertising is going from people who play an integral role in changing it was awe inspiring.  They spoke of a future that will highlight the need to constantly keep the consumer engaged at whatever the cost.  We are already seeing the power of social media being integrated with brands and that concept, in some cases, has yielded amazing returns.  Some of the more recent examples are the Old Spice Facebook campaign, the Subservient Chicken and even movies like Catfish, The Blair Witch Project and Paranormal Activity. Creating movements married to brands is something that will not only keep consumers loyal but will allow them to regard brands in ways never before seen in the company/consumer relationship". 

 "Throughout Ad Week I learned a great deal from many people but one experience stood out for me in particular.  Meeting and listening to Andrew Keller, now CEO of Crispin, Porter + Bogusky was something that will resonate with me for the rest of my career.  He talked to our class about how to get into the industry (and how he got in), the values of maintaining a personal/family life (which we’re sometimes told is very hard to do) and talked in depth to us about some of the different campaigns he’s worked on.  What surprised me the most from the talk we had with him was that he’s just a really nice, down to earth and humble individual.  For someone in his position he has no ego and to be honest, you don’t expect that from the CEO of one of, if not the best ad agencies in the world. In a nutshell, Andrew Keller is the type of guy you dream of growing up to be". 

- Adam Bercovici, Aspiring Account Planner/Strategist 

"Given the opportunity to attend New York Advertising Week was a remarkable experience, both academically and socially. The events I participated in included meeting some of the most influential industry leaders and  getting the chance to attend and tour some of the most creative agencies in the world. This was definitely an experience I will never forget.

Being a student of advertising and getting the opportunity to visit a city with some of the most engaging and astonishing ads was an opportunity I am absolutely grateful for.  It definitely put a lot into perspective in terms of the endless opportunities within the advertising industry and where I see myself within the industry. New York was unquestionably one of the most engaging cities and I would definitely recommend the trip to all students who get the opportunity to go". 

- Lillian Hammah, Aspiring Strategist 

"I visited Saatchi & Saatchi, Big Spaceship and Strawberry Frog. Each agency taught me something different. Saatchi gave me a classic, corporate feel. Big Spaceship open concept and small interactive agency = agency of future. Strawberry Frog somewhere in between and gave me the idea of creating a cultural movement. The trip was a good motivation for me to do well in school and get my portfolio ready to get a job. I got a lot out of it information wise. There is no reason not to go. on". 

- Jeremy Gross, Aspiring Copywriter 

“The thing that everybody got out of it was that they realized that advertising is now a fully integrated team. Technology has to be emphasized. At the core, the consumer is top-of-mind. Doesn’t matter how advanced technology is, we still have to understand all their hopes and fears. Talk the talk and walk the walk. The most fun was visiting great agencies like, Droga5, Strawberry Frog and BBDO Atmosphere and being treated like equals, not like students. We were able to bond with our fellow students and got to learn some cool things about each other. Loved the insightful presentations and I recommend anybody who is serious about advertising to go next. Make a piggy bank and save your pennies now for next year’s Advertising Week"

 - David Taller, Aspiring Art Director 

"Advertising Week was great. I was able to tour several incredible agencies like Vice and Big Spaceship, where they taught us the differences between traditional and non-traditional media. I had a  great time listening to Nick Law’s presentation from RGA. The speakers were wonderful and on top of that, I picked up a  few presentation tips regarding how to connect with the audience as you speak". 

- Kristina Tran, Aspiring Strategist 

"The overall experience was an eye opener because you learned about  advertising in a popular place like New York. Everything is more  concentrated in terms of what we know from Toronto to New York. The Accounts were larger scales and almost everyone you saw or heard of  were icons in Advertising which was amazing, like David Droga, Andrew  Keller and Bob Greenberg. I was able to visit Droga5 and Vice which were really cool".

"A lot of us students bonded and were given a great  opportunity to become closer friends. We saw a variety of great speakers who weren’t known as “advertising people,” people like Marc  Echo and Russell Simmons, their point-of-views and opinions and how  they forecasted the future was very interesting because you’re gaining  perspectives from entrepreneurs and how they branded themselves, which is something us students are focusing on every day". 

- Vishal Raj, Aspiring Strategic Planner 

"I had the pleasure of visiting Virtue/Vice and BBDO Atmosphere. From all 3  agencies, I felt it gave me personal assurance that this career path  is what I want to do. It was also amazing to talk to creative  directors, account executives and also what I thought was awesome was  that at BBDO, they actually had 3 students who are currently interning there tell us about their experience and how it is working for BBDO. My overall experience at Advertising Week was amazing, it gave me self confidence and reassurance on the path I am going. It was also great too hear from the sources themselves on what they are looking for in an intern and what it takes to stand out from others". 

- Gunika Ahluwalia, Aspires to be in Account Services 

"The first agency I had the chance to visit for Advertising Week was Droga5. I really felt that they are balancing the traditional style of  agency with the new open concept style very well. The space itself  manages to be extremely inclusive to all departments however manages to keep them separate and specific. One of the first things I noticed at Droga5 was that every person in the shop had a huge smile on their face and seemed to be genuinely happy. This is very important for an agency, especially a creative one, as unhappy employees are not often the most creative!"

"Another agency that us students had the chance to visit was Strawberry  Frog. This is one of the coolest agencies I have ever seen. The way in which they operate and the philosophies they follow for their creative are just amazing. Strawberry Frog is all about creative social and cultural movements. This mode of thinking is incredible because it truly forces the creative to connect to the masses by interacting with the individual"

"Finally, I had the chance to check out Big Spaceship. This agency quickly became the #1 place in New York that I would like to be interning at. They work in a total open concept space and include all facets of their teams in the creative process from the intern to the CEO. They were different than most agencies, with different titles and job descriptions. Big Spaceship really pushed the idea that you don't have to follow convention to be successful in advertising; in fact, they demonstrated the contrary". 

- Michael Potash, Aspiring Copywriter

Each year I review and ask myself, "how can I top this next year". I am certain that the next group of students will make Advertising Week a wonderful experience of their own. 

Once gain the students have taken various lessons, opportunities and plan to apply them to their daily lives and career planning.

I remind my students everyday of a personal mantra, a very simple ten words, two letters each statement, “IF IT IS TO BE, IT IS UP TO ME”.  A simple mantra that students need to remind themselves each day. Find inspiration and believe in yourself. You set your path.

Uprising and The Art of Cultural Movements

I was asked by Scott Goodson Founder of Strawberry Frog to join the Uprising team of writers, I am humbled and honored at this call.

In the spring Scott will be launching his first book "Uprising: How to Build a Brand and Change the World By Sparking Cultural Movements" and has launched a website to generate conversations on "Cultural Movements". The site is stocked with outstanding insights and dialog with timely updates by Scott and a growing team of writers. Take some time and check out the site, it's worth the time and plenty of great learning.

I discovered a great movement recently created by American Express last year called "Small Business Saturday: as an answer to the traditional "Black Friday" (day after US Thanksgiving) and "Cyber Monday" (the after Black Friday for online retailers). Here is the piece I wrote for Uprising.

Posted on Uprising 20th Nov 2011

In America this week we will celebrate Thanksgiving. A day to celebrate family, friends and reasons to be thankful, but the days following will give the economy a great measuring device; How good will this holiday season be in terms of retail sales?

Can a “movement” inspire people to shop different?

“Big Box” retail and mall chain stores will own Black Friday (the day after Thanksgiving) starting sometime after midnight and the following Monday on-line sellers will open their discounts to shoppers. But what about the backbone of the economy, the small local business? Last year, American Express® launched a movement to get shoppers to think about shopping locally. Meet “Small Business Saturday”, a movement to engage communities.

Small Business Saturday was a movement created in response to small business owners' most pressing need; to create a demand and traffic for their products and services and a reminder of their importance to community. In all, 130 small business advocate groups, public and private organizations and elected officials joined American Express® in declaring November 26 as Small Business Saturday.

So has the consumer and business bought into the movement? YES!

To date, over 2.3 million people have joined and helped spread the word by “liking” Small Business Saturday on Facebook and some 35,000 tweets using the hashtags #smallbusinessaturday or #smallbizsaturday were sent all in the name of getting folks to shop local.

American Express® has asked consumers to take the “pledge” to shop small and in return will get a one-time $25 statement credit when you use an eligible American Express® cards for a $25 purchase or more at a small business.

Local shops will also benefit from the program with American Express® offering small businesses $100 of Facebook advertising by joining the movement and give them the tools to build their messages using ‘geo-targeting’ for their locations.

Last year, American Express® pledged a significant donation to Girls, Inc. tied to the number of "likes" on Facebook, and based on the popularity of the Facebook page, Girls Inc., received a $1 million donation for programs to empower young women to become entrepreneurs.

It is such a simple idea to inspire and remind consumers that small businesses are the lifeblood of their communities and that thrive on these businesses that keep people employed, build spirit and keep money in the local economy.

So join the movement this Saturday, shop at a small business.

The campaign creative elements were a collaboration between agencies CP+B and Digitas.

Here's the link to the original Uprising blog post.

Yup, 'Everybody Admires The Value of Bright Young Things More Than They Did A Couple of Years Ago'

Humbled and honored to be part of this story on the future of this crazy advertising business that appeared in The National Post.

I think Scott Goodson puts it best, "I think the biggest challenge in the past was that you had the old creative legends who came into a room and said what they were going to do. Today, great ideas come from everywhere and there is a respect today for those ideas which wasn't there before. I think these days everybody probably admires the value of bright young things more than they did a couple of years ago."

As a mentor to young creative and strategic thinkers at Seneca College Creative Advertising the truth truly is in the engagement with the industry and experiential learning.

Give me a call or connect if you want to be part of this future.

Read the full story here: The National Post Friday January 21st, 2011

Scott Goodson of Strawberry Frog on Being Borderless and Developing Strategic and Creative Solutions on a Global Scale.

This is a great interview that offers outstanding insights on how Scott Goodson and StrawnerryFrog develop strategic vision and creative solutions to share their client’s brand messaging on a global scale.

Interviewed by Doug Simon of D S Simon Productions, who sat down literally on the new connecting staircase from the penthouse down to the newly renovated 12th floor offices in downtown Manhattan.



Join the StrawberryFrog Facebook Movement Page:
http://www.facebook.com/StrawberryFrog

Learn more about StrawberryFrog:
http://strawberryfrog.com/

Follow StrawberryFrog and Scott Goodson on Twitter:
http://twitter.com/#!/frogism

http://twitter.com/#!/scottfrog

The Future of Advertising Looks Bright. Young AdLanders Share What Advertising Week 2010 Meant To Them

Advertising Week New York 2010.
 
They say it's better late then never. This post which is a little late in terms of time, but it still offers insights and thoughts that are worthy of sharing.


I invite and travel with 50 students from the Creative Advertising Program at Seneca College to Advertising Week in New York City. This has become the "cornerstone" event of our academic year. They pack their bags, board a luxury coach and get ready for New York and Advertising Week. The anticipation sets in weeks in advance, but it's the final 10 hours of travel time before they will be in New York and what sets the stage for their future career plans and learning from industry leaders and visionaries.


Each year I arrange for private agency visits for my students during Advertising Week to get an opportunity to hear from various creative talents, strategic planners, account management and to take agency tours. This year, we visited: Saatchi & Saatchi hosted by Creative Director Tim Leake, Droga5 with a dynamic discussion lead by David Droga and Julia Albu, Strawberry Frog and Scott Goodson, RGA, Big Spaceship, BBDO, BBDO Atmosphere, TAXI NYC and Virtue/Vice. 

 Each year I also host a "Key Note" speaker for all students hear from and to have an open Q & A session. Last year I arranged for advertising legend George Lois (see a short video of his thoughts). This year CP+B arranged and hosted our lecture at the One Club with recently named CEO and creative genius Andrew Keller. A full speed 90 minutes of honesty, laughs, thinking and inspiration.

So what were the students most excited about? Agency tours. AdWeek Conferences. Meeting new people. It all comes down to and most importantly one thing, it was about learning, learning something new. Getting an experience that will motivate the students to want to their place in the advertising industry.

So what did my students take with them from Advertising Week? Here is what some of the students that attended Advertising Week had to say:  

“New York Advertising week was a great experience for me. The experience was only as great as it was because of the students and the real drive and willingness to learn. The experiences outside of the direct learning from speakers and agency visits allowed me to learn more of who I am and who the people we were around the whole week are. The agency visits to Droga5, and Virtue/Vice really allowed me to see how the style of some agencies are in comparison to the idea of an agency I had before. The speakers also really made an impact on the message I heard and felt.” 

- Wilson Lin, Entrepreneur and Aspiring Account Executive 

"Advertising Week in itself was an experience, from hearing Russel Simmons speak at a panel to visiting Droga5, Advertising Week 2010 left me with a new perspective on advertising. It helped me to realize that everything I do is in my own hands. In an industry that impacts so many people on so many levels, it's hard to wrap your mind around the fact that everything is in YOUR hands". 

- Sabrina Tricarico, Aspiring Art Director 

“I was able to visit Saatchi & Saatchi and BBDO. From both agencies I got to hear it straight from the current professionals about creativity, the creative process, and insights regarding the the structure of creative teams and how they're changing. Personally, that gave me a good insight as to what to expect in terms of the direction the ad world is moving and I also got to hear what they expect from us as aspiring creatives. Big Spaceship was a whole other can of worms. Not only did they structure their agency with absence on conventional job titles, this was my first (and only) view of an ad agency outside of Canada that is solely based on the rapidly growing, interactive side of the industry. Not only did i get a good sit down to hear what is creativity to them, but also get a good (for a lack of better term) lecture on how interactive is different from what we know orthodox advertising to be".   

"Overall, not only did I get reassurance, but also I feel that the profs we know have been pointing us in a certain direction, and these agency tours, in a way, cleaned up the path a little more.” 

- Nas Mohamed, Aspiring Art Director 

"Ad Week in New York this year was by far and away the most thought provoking, inspiring and engaging period in my life to date.  The knowledge I gained from hearing great minds like; Dave Droga, Scott Goodson and Andrew Keller was something that has had a profound change on my new career.  Listening to where the future of advertising is going from people who play an integral role in changing it was awe inspiring.  They spoke of a future that will highlight the need to constantly keep the consumer engaged at whatever the cost.  We are already seeing the power of social media being integrated with brands and that concept, in some cases, has yielded amazing returns.  Some of the more recent examples are the Old Spice Facebook campaign, the Subservient Chicken and even movies like Catfish, The Blair Witch Project and Paranormal Activity. Creating movements married to brands is something that will not only keep consumers loyal but will allow them to regard brands in ways never before seen in the company/consumer relationship". 

 "Throughout Ad Week I learned a great deal from many people but one experience stood out for me in particular.  Meeting and listening to Andrew Keller, now CEO of Crispin, Porter + Bogusky was something that will resonate with me for the rest of my career.  He talked to our class about how to get into the industry (and how he got in), the values of maintaining a personal/family life (which we’re sometimes told is very hard to do) and talked in depth to us about some of the different campaigns he’s worked on.  What surprised me the most from the talk we had with him was that he’s just a really nice, down to earth and humble individual.  For someone in his position he has no ego and to be honest, you don’t expect that from the CEO of one of, if not the best ad agencies in the world. In a nutshell, Andrew Keller is the type of guy you dream of growing up to be". 

- Adam Bercovici, Aspiring Account Planner/Strategist 

"Given the opportunity to attend New York Advertising Week was a remarkable experience, both academically and socially. The events I participated in included meeting some of the most influential industry leaders and  getting the chance to attend and tour some of the most creative agencies in the world. This was definitely an experience I will never forget.

Being a student of advertising and getting the opportunity to visit a city with some of the most engaging and astonishing ads was an opportunity I am absolutely grateful for.  It definitely put a lot into perspective in terms of the endless opportunities within the advertising industry and where I see myself within the industry. New York was unquestionably one of the most engaging cities and I would definitely recommend the trip to all students who get the opportunity to go". 

- Lillian Hammah, Aspiring Strategist 

"I visited Saatchi & Saatchi, Big Spaceship and Strawberry Frog. Each agency taught me something different. Saatchi gave me a classic, corporate feel. Big Spaceship open concept and small interactive agency = agency of future. Strawberry Frog somewhere in between and gave me the idea of creating a cultural movement. The trip was a good motivation for me to do well in school and get my portfolio ready to get a job. I got a lot out of it information wise. There is no reason not to go. on". 

- Jeremy Gross, Aspiring Copywriter 

“The thing that everybody got out of it was that they realized that advertising is now a fully integrated team. Technology has to be emphasized. At the core, the consumer is top-of-mind. Doesn’t matter how advanced technology is, we still have to understand all their hopes and fears. Talk the talk and walk the walk. The most fun was visiting great agencies like, Droga5, Strawberry Frog and BBDO Atmosphere and being treated like equals, not like students. We were able to bond with our fellow students and got to learn some cool things about each other. Loved the insightful presentations and I recommend anybody who is serious about advertising to go next. Make a piggy bank and save your pennies now for next year’s Advertising Week"

 - David Taller, Aspiring Art Director 

"Advertising Week was great. I was able to tour several incredible agencies like Vice and Big Spaceship, where they taught us the differences between traditional and non-traditional media. I had a  great time listening to Nick Law’s presentation from RGA. The speakers were wonderful and on top of that, I picked up a  few presentation tips regarding how to connect with the audience as you speak". 

- Kristina Tran, Aspiring Strategist 

"The overall experience was an eye opener because you learned about  advertising in a popular place like New York. Everything is more  concentrated in terms of what we know from Toronto to New York. The Accounts were larger scales and almost everyone you saw or heard of  were icons in Advertising which was amazing, like David Droga, Andrew  Keller and Bob Greenberg. I was able to visit Droga5 and Vice which were really cool".

"A lot of us students bonded and were given a great  opportunity to become closer friends. We saw a variety of great speakers who weren’t known as “advertising people,” people like Marc  Echo and Russell Simmons, their point-of-views and opinions and how  they forecasted the future was very interesting because you’re gaining  perspectives from entrepreneurs and how they branded themselves, which is something us students are focusing on every day". 

- Vishal Raj, Aspiring Strategic Planner 

"I had the pleasure of visiting Virtue/Vice and BBDO Atmosphere. From all 3  agencies, I felt it gave me personal assurance that this career path  is what I want to do. It was also amazing to talk to creative  directors, account executives and also what I thought was awesome was  that at BBDO, they actually had 3 students who are currently interning there tell us about their experience and how it is working for BBDO. My overall experience at Advertising Week was amazing, it gave me self confidence and reassurance on the path I am going. It was also great too hear from the sources themselves on what they are looking for in an intern and what it takes to stand out from others". 

- Gunika Ahluwalia, Aspires to be in Account Services 

"The first agency I had the chance to visit for Advertising Week was Droga5. I really felt that they are balancing the traditional style of  agency with the new open concept style very well. The space itself  manages to be extremely inclusive to all departments however manages to keep them separate and specific. One of the first things I noticed at Droga5 was that every person in the shop had a huge smile on their face and seemed to be genuinely happy. This is very important for an agency, especially a creative one, as unhappy employees are not often the most creative!"

"Another agency that us students had the chance to visit was Strawberry  Frog. This is one of the coolest agencies I have ever seen. The way in which they operate and the philosophies they follow for their creative are just amazing. Strawberry Frog is all about creative social and cultural movements. This mode of thinking is incredible because it truly forces the creative to connect to the masses by interacting with the individual"

"Finally, I had the chance to check out Big Spaceship. This agency quickly became the #1 place in New York that I would like to be interning at. They work in a total open concept space and include all facets of their teams in the creative process from the intern to the CEO. They were different than most agencies, with different titles and job descriptions. Big Spaceship really pushed the idea that you don't have to follow convention to be successful in advertising; in fact, they demonstrated the contrary". 

- Michael Potash, Aspiring Copywriter

Each year I review and ask myself, "how can I top this next year". I am certain that the next group of students will make Advertising Week a wonderful experience of their own. 

Once gain the students have taken various lessons, opportunities and plan to apply them to their daily lives and career planning.

I remind my students everyday of a personal mantra, a very simple ten words, two letters each statement, “IF IT IS TO BE, IT IS UP TO ME”.  A simple mantra that students need to remind themselves each day. Find inspiration and believe in yourself. You set your path.

UPDATE - Heidi Ehlers: One Woman Army "THE JUICE" - 5 MINUTES W/ Leading Creative Directors

Since posting my blogspot on Heidi Ehlers of Black Bag last week, Heidi has posted a brilliant series of interviews titled The Juice - 5 Minute Career Chats With the World's Best CDs.

The Juice is a series of career chats with the world's best creative directors. The chats are mix of "what it takes to make it", "where the industry is headed", "the role of social media" and "how to standout".

Heidi chats with Scott Goodson founder of Strawberry Frog, Steffan Postaer, Andrew Simon Executive Creative Director of DDB Canada/Toronto, Kash Sree Pereira O’Dell’s new Executive Creative Director, and Chris Staples Co-Founder of Rethink Communications and Steffan Postaer Chairman/Chief Creative Officer Euro RSCG Chicago Group!

Really, rookie, newbie, old pro, whatever you are, if you want to hear "what it takes"... grab a coffee, relax, watch and learn.

Thanks Heidi.

Scott Goodson - Founder of Strawberry Frog

Andrew Simon - Executive Creative Director of DDB Canada/Toronto




Kash Sree - Executive Creative Director Pereira O’Dell




Chris Staples - Co-Founder Rethink Communications




Steffan Postaer - Chairman/Chief Creative Officer Euro RSCG Chicago Group

What Every Student of Advertising vs. Advertising Student Should Read.

I am forever looking for the best "reading" opportunities for my students that will benefit their long-term planning.

Part of my teaching approach is to re-tool their approach or change the way they view what they are actually doing. The change starts by looking at becoming "Students of Advertising" versus the way they have been learning to date, being a "fill in the blank... student". There is a significant difference once this is understood.

On the Advertising Age website section dedicated to the next generation of AdLanders, called "Gen>Next", there are two peices caught my eye during this Christmas Break period and I wanted to share them with as many of my students and others out their who often ask themselves how can the "pay it forward" to Gen>Next".

First came the piece form posted by Alex Kniess titled, "The 5 Most Valuable Things I Did in College to Help My Career".

This is an excellent post detailing how Alex made the most of every opportunity presented to him. Everything he did during his time at the University of Oregon was used to build his confidence, knowledge and most important skills that would lead to securing his first job. Most things were not always related to getting a job or actually seeking a job. He breaks it down to 5 five things that all contribute to getting a job... 

He explains how five simple things you can do to get what you are seeking, they are:

Got Involved early.
Accepted Every Challenge.
Make Friends With Your Professors.
Worked at the Student Agency.
Have fun.

Not everyone finds getting involved easy when entering college. You need to be eager and hungry. Get involved right away. Just like in the real world, opportunities in college tend to build off one another. So take advantage. The sooner you start building your skills, the better equipped you will be to capitalize on opportunities as they come up.

You may feel under-qualified for everything at first, but you need have willingness to accept challenges and push myself outside my comfort zone. If you're not learning something new then you're not growing. And if you're not growing, then you're dying. This was something my early mentor Ken Coleman taught me and my first Creative Director Doug Williams at Creative Associates in Calgary instilled as a daily mantra.

I try to make all my lectures interesting and hope deliver something new each time. But get to know us, we will be committed to as you as you are committed to yourself. I often am asked about favoritism, yup... guilty! I have my favorites and hold no shame in that, but it is simple, "show me you want it and there isn't anything that I won't do for you. I throw the lesson plan out the window, challenge my students to better students of not just advertising, but of life. I may not be everyone's cup of tea, but I am not here to be popular or for your entertainment. I love advertising and I want you to love it also.

Not every school offers the experience of working with real money and real clients on real campaigns but if they do take every step you can be involved, it is the best prep experience you can have.
If you don't enjoy what you doing while in school, then you're missing the point. And if you're not having fun preparing for your career, then maybe it's not the career for you. I remember the words of Alex Bogusky when I hosted him for lunch with my students here in Toronto. He put it so simple to my future AdLanders; "Find something you love and enjoy, and you'll never work a day in your life". Okay, Alex didn't originate the quote but hearing it from someone so humble and inspiring it makes you wonder... has Alex ever really worked a day in his life?. Seems like he is having a lot fun.

The second piece posted by Adrienne Waldo titled, "Don't Wait for Your Sensei to Come to You" is an interesting read on finding what there is true shortage of "The Mentor".

There is no exact value of a mentor when starting in this business. Having that someone to give you career advice, show you the ropes and be sounding board for all those questions, but you need to know mentors aren't going to show your doorstep, you gotta go and find one. Sure, some schools and companies have programs in place that match you with a mentor, but is the fit going to be exactly what you want or expect?

Here are some questions that Adrienne thinks you must ask yourself when seeking out that mentor or personal guru:

Is this person doing what I hope to be doing one day?
Do I look up to this person and respect his or her work?
Will this person help me get to the next level?

You want to find someone who will give you advice, respect you enough to give you challenging work, push you to be better but most important, they need to be honest with you,.. and you need to be honest with them.

Make sure your mentor embodies those values. There is no "perfect mentor", goodness knows once i found mine, it was magic... but it wasn't love at first sight.

Scott Goodson of StrawberryFrog post a great piece on "Mentoring" on his blog earlier this year. I recommend you read it. He has been a great inspiration to me since I first heard him speak several years ago on his agency and its principal of creating "Cultural Movements". He is "game changer", and he created a change in the way I approached teaching and the direction I have taken my program.

I strongly recommend if you haven't read my other posting on what you need to succeed in this crazy business, take a minute.


What Every Advertising Student Should Watch - Advertising Portfolio 101 with Alex Bogusky & Tiffany Kosel of CP+B

MIA. Nope Just Been Busy... Student Industry Invasion. Chuck Porter. End of the Semester!

Can We Get A Recount. AdWeek Media - A (Vote and) Decade to Remember

(Note: My father told me opinions are like assholes... we all have one... most of them stink... except your own)
 
Well the votes are in and the results are posted... and the AdWeek has spoken.

Alex Bogusky made you angry. Irwin Gotlieb made you jealous. Jeff Goodby and Rich Silverstein made you smile. Google, Honda and Coke raised the bar. R/GA, SMG and Butler, Shine, Stern raised the stakes. Our picks, and yours, for the top marketing, media and agency performances of the 2000s. Selections in 33 categories spanning 10 years.

It's true, the readers choices counted... but for what? A simple exercise. Oh it is easy to have an opinion, but this will all make for great watercooler...er, Twitter and blogger conversation for the next few days.

I am not 100% sure how Alex Bogusky made us angry... or how Irwin Gotlieb made us jealous, but one thing for certain the readers choices and the AdWeek staff seem to be at odds. Seems almost every category the readers had a different choice then the staff. Okay, Alex Bogusky was the clearly the Creative Director or the Decade on both columns, but agency of the decade and executive(s) of the decade were significantly out of whack.

Of the 10,049 votes cast for Agency of the Decade, CP+B posted a leading 18% of the votes yet Goodby, Silverstein & Partners were named the top dog (note: GS&P wasn't in the top three). Long known as a creative powerhouse for culture-penetrating TV and print work, Omnicom Group's Goodby, Silverstein & Partners best work included Super Bowl spots for Budweiser, E*Trade's "Dancing Monkey". But the ground breaking work for  "Got Milk?" easily made them a "gold standard" of creative.  All the while, it was transforming itself from "ad maker" to "content provider", producing "art that serves capitalism," as Jeff Goodby and Rich Silverstein call it, in whatever form that's required. Hard to understand, the work is great but CP+B spent the most of the decade reinventing itself and its clients for "digital future" and speaking of "culture-penetratin", did they see the work done for Burger King (Subservient Chicken or Whopper Freakout), Volkswagen, Microsoft, Old Navy and recently the GAP... please. Okay, I got to give some disclosure here, I am big fan of CP+B. They have been defining the creative standards and clearly have dominated the award shows throughout the decade.

Oh and were or were is Weiden + Kennedy in this agency of the decade conversation... Nike, Honda etal.

One of the innovators and industry leaders that brought a small south Florida agency to the national and worldwide advertising spotlight, Chuck Porter was a clear leader in the readers votes. He carried 22% of the 4,915 votes ahead of the David Jones (20%), Chief Executive Officer of Euro RSCG Worldwide and the third place (14%) Jeff Goodby and Rich Silverstein, co-chairmen and creative directors of Goodby, Silverstein & Partners. AdWeek named the GS&P duo their executives of the decade. Sorry, but what Chuck and CP+B has done over the last 10 years will the basis of case study in success and creativity. His leadership extends into the business, but also the a holding company and an agency can live in harmony. Oh wait, then again, did AdWeek forget Lee Clow?

As for Creative Director of the decade, Alex Bogusky was the easiest choice for both readers and the AdWeek staffers. Alex took 30% of 4,304 votes ahead of the brilliant David Droga who took 12%. Under the leadership of Alex, CP+B has dominated the award shows and has drawn some of the greatest creative talents to both the Miami and Boulder offices. The young "AdLanders" I have the privileged of working with in my classes are all drawn to the work and desire to work for CP+B. The past 10 years and the future has been bright and will be brigther because of his talent and personality. David Droga is a case study in "doing right". Droga5 has design brilliant creative thinking for its clients, but also taugh clients that you can "pay forward" and still lead your category. Droga5 has created amazing work for UNICEF with the Tap Project and New York Department of Education "Millions" project, and the very funny Sarah Silverman "The Great Schlep" campaign for the Obama Presidential run.

Oh, did I mention the biggest oversight... Scott Goodson and StrawberryFrog. Look it up... "Cultural Movements". Hmmmmmmm... a real game changer.

Well, like I started this rant... check the results, read the insights, view the work... truly a healthy conversation will be had.

Chuck Porter, CP+B, StrawberryFrog, TAXI oh my! Voting for AdweekMedia Best of The Decade.

It seems like Y2K was only yesterday. I recall the fear and anxiety of the world coming to a computer decelerated doom, yet we survived.

A short nine years later we are looking at the end of the first decade. And man what a decade.
A couple of presidential elections that changed America forever.  The worst terrorist attacks in American history. The War on Terror Part 1 - Afghanistan Invasion, Part Two War on Terror - Iraqi Invasion and the tragic 2004 Tsunami that killed 500,000 people,  the concept of global warming is no longer a debate and has now changed to the "global climate change" argument,  oil prices are at record highs and that's just a few things off the front pages of news. How about the way we live and communicate. WOW! From a cellphone the size of half pound of butter to ones we can carry in our pockets to the BlackBerry's and the iPhones that just about do it all, a music player that can carry my entire CD collection (no kidding I have 14,334 songs on my iPod) and it all changes everyday.

In December, the editors at AdWeekMedia will select the best marketing, media and agency performances of the decade, covering 2000 through 2009, in 33 categories. These choices surround the people, companies, brands, products and creative work that most influenced the industry and came to define the era. It could not have been easy for the editors to make these lists, as I am sure it won't be easy to place a single vote in any one category.

For me and certainly many of current and past students there a two people and one company that stands above all. It's hard to single them out but they have been generous with their time, advise and commitment. They are Chuck Porter and Alex Bogusky. Whether in New York during AdWeek or here in Toronto, both have given more then their vast knowledge and experience but more importantly their time. As an agency Crispin Porter + Bogusky has also provided the students of our Creative Advertising program at Seneca College with curriculum advise, portfolio reviews and recently a live feedback with the rest of the world via Fearless Q&A. Okay, I can now see my mailbox fill with many of the others who so graciously give of their time and energy, but it's a vote... go ahead and see for yourself, it ain't gonna be easy.

In Toronto last year during AdWeek '09, Chuck Porter spread his gospel of "power of a story" and how it can become and is sometimes be larger than life. With examples like Burger King’s Subservient Chicken, which has become a cult following first in the US and then around in places like Spain and Japan long after the site had its heyday.

Chuck shared the message that it’s not always about a new making or finding a medium. For Molson, a beer brand from Canada, he told the story of how CP+B took the age-old media of print magazines and placed ads in Cosmopolitan, Maxim with cheesy 80’s style male models with puppy dogs, and Molson Beer, then placed ads in male-targeted magazines about the psychographic effect of 100,000’s of women having a positive association of the male species due to these ads. The creative implementation of both real and faux ads and even made-up magazine covers placed on the back-cover of real magazines was all done brilliantly with a huge comedic and viral impact. It told the simple story of beer, men and their relationships. Men are from Mars and women are indeed from Venus. The campaign placed Molson as leader in the import beer market. Porter also shared the story of the difficulty of selling a risky idea to Burger King and their franchise owners who wanted to kill Porter if he implemented an idea about killing their best selling product – The Whopper.  The campaign called the “BK Whopper Freakout.” That recommendation not only won new customers for BK but added to the power of the concept of story telling, the result turned out to be wildly successful.

What needs to be said about Alex Bogusky that hasn't already been said. Plain and simply, he is one of the smartest and funniest people this business has seen in the past decade. Humble, is not a trait found often in this business either.

Last year when Alex achieved an accomplishment that any Art Director would only dream of, he took his place in the Art Directors Hall of Fame in New York. I emailed him congratulations and to share any thoughts he might have with my students. His reply was simple: 

Thanks. It’s a great honor. Shocking actually. 

A friend of mine reminded me of a conversation we had when Lee Clow went into the Hall of Fame. He asked me if I remembered what I said and i didn’t even remember the conversation. But he said I remarked that getting in the Hall of Fame was the ultimate achievement yet totally unattainable. I guess I was wrong. Again.  

But I will quietly admit that this sort of thing doesn’t really sit well with my sense of community and my connection with everybody I’ve ever worked with. I’m obviously not alone in a single thing I ever did. We did it all together and to be singled out isn’t right. 

I worry too that it continues to perpetuate this idea of singular achievement. Which to me it a potentially destructive way to look at the world. I’ll accept it for CPB but not for myself and I’ll accept it for all the people who supported all the hair brain schemes and plans we’ve had over the years.  

Positively,  
Alex

Alex remains the same today as the first time I made his acquaintance in New York back in 2007, smart, honest, humble and giving. He has remains someone I can turn to with questions and concerns about the future of my students and the ideas I have for my advertising program. He is genuine grateful for the passion young AdLanders have, sending me a simple email to say thanks for all their questions and portfolios submitted by my students for a recent episode of his webcast Fearless Q&A.

Another category that seems to have caught my eye was the Best Small Agency. What caught my eye was the fact that Strawberry Frog was missing. How? How do you leave off StrawberryFrog and for that matter Scott Goodson a visionary that has redefined the agency model first in Amsterdam and now in New York, San Paulo and soon Mumbai. His concept of "Cultural Movements" has spread around the world. A complex idea for brands to identify, crystallize, and lead a cultural movement that will inspire people to belong and mobilize. Scott has hosted my students in his New York offices where he shared his vision and changed forever their approach to how they will approach client problems while making a difference for the brand and the community. One of my favorite campaigns Scott shared with my students was for Scion. Brilliance and redefining of how a brand can create a "cultural movement".

It is also difficult not to want to cast a vote for Canada's Taxi Advertising. Without question the agency that has shaped the creative revolution in Canada and has proven it can run wiht the big dogs in the USA and now expanding into Europe. Between Paul Lavoie, Jane Pope, Steve Mykolyn, Rob Guenette and former partner Zak Mroueh (now Zulu Alpha Kilo) paved the way for winning more awards then any Canadian agency on the worls stage. Hard choice for me personally.

Like any good campaign seeking out a vote from the public, here is my best effort to urge you go and VOTE!

AdWeek has narrowed down each category to a handful of top candidates. Write-ins are permitted. Use the links below to jump to specific categories, or start here to vote on them all.

For your consideration:

• Agency of the Decade: Crispin Porter + Bogusky
• Agency Executive of the Decade: Chuck Porter
• Agency Creative Director of the Decade: Alex Bogusky
• Small Agency of the Decade: This is your place for a write-in vote for StrawberryFrog or Canada's Taxi

Seneca College Creative Advertising Gets Featured in Metro Daily

Today the Creative Advertising program got featured in the Toronto edition of the Metro Daily.

We have worked hard to make this program a leader in creative and strategic planning of advertising communication. Along the way we have added many a great alumni to the industry in Canada and around the world.

I thank my colleagues and the students enough for their endless support and passion that make my job as a professor and the leadership I bring to the program everyday.

I was asked in the interview what is the one thing I need to deliver in the program everyday. The answer is simple... PASSION!

Earlier in the year I did a similar interview with Scott Goodson of StrawberryFrog NYC for his blog and I invite you to see more on how Seneca Creative Advertising truly "Changes" the rules of advertising education.

Click here to view the Metro article

Crowdsourcing Comes With Plenty of Opinions, Questions and Debates

When I posted the launch of Victors&Spoils many a colleague in education had questions and opinions. They varied from fear of a talent drain, the lack of direction and voice for brands and of course the employability of our graduates. But I got this Facebook post today from an repspected alumni who voiced his thoughts, it opened a big and passioante debate.

I wanted to share these thougths and gain other insights and comments. 

Anthony...  

I'm looking at - Victor & Spoils, Poptent, and all these other sites trying to crowdsource young and hungry talent and I'll I can think is what a waste.

The next Ogilvy, Goodson, or Bogusky will not get the support and learning that comes with senior staff or the support structure to make mistakes.

Instead they will sell their "brightest ideas" for pennies on the dollar to "old boomer" businessmen, then will end up get factory jobs to work on their novels. If I was you, I'd invest in Penguin Books. When we (they) are done driving away all the talent in this industry they are going to make a killing! 

In advertising we have been complaining about the RFP process for years - its a drain on paying clients, not representative of the work and thinking that goes into what we do... ect.

How is the next logical step to download that on to freelancers?

Yes, there is a hole in the market. There are a lot of talented and educated people who could be doing great work that are not.

But you know what else is tragic?

The social, economic and environmental problems facing the world today.

If your thinking of throwing your work onto a crowdsourcing site I have a simple suggestion.

BE AN ENTREPRENEUR.
START A COMPANY.
FIND A PROBONO CAUSE/CLIENT
DO GREAT WORK.
GET NOTICED.
AND NEVER EVER SELL YOURSELF SHORT.

You might just find your taking resumes instead of handing them out. 

(That's some Switch Thinking - free of charge)

AdGuy @ AdWeek NYC

Greetings.

Well it seems like forever that I updated, and yes it has been.

New school year started and I have a very exciting new freshman group... you energetic future AdLanders and a grad class that has plans to make change and "Change the Rules".

Next week I will be traveling with a group of 53 students to Advertising Week in New York City and I will be reporting I hope everyday on the experience that will not help them learn but more important gain the insights on how they will find their way in this crazy business.

On top of all the great sessions that are part of Adweek, I ahve arranged for several private agency tours at BBDO with Jack Neary (formerly of BBDO Toronto), Atmosphere/Proxinity, Taxi NYC, Droga5, Vice Magazine/Virtue Branding/VBSTV and a visit with Scott Goodson of StrawberryFrog. These private lectures will I am sure will be outstanding.

To top things of I will also host for them "A Day with George Lois". I can't begin to tell you how excited I am personally to meet and chat with Mr. Lois, but the opportunity of spending time with truly one of the original MadMen of Madison Avenue.

Stay tuned. It will exciting.

The Future Looks Bright. Think fast. Think Smart... or Get Out of The Way.

Today Scott Goodson returned. (Insert dramatic SFX.)

Yes. I missed his writings over the past couple of weeks, and what a come back.

TOTAL POSITIVITY!

Scott and StrawberryFrog has always remained a very positive voice in this crazy ad world and in his blog today he pointed out the changes he is seeing in the current landscape and what the future is expecting.

Simple. Chief Marketing Officers (CMOs) are looking for more, better, faster.

Here’s is a few highlights from his blog post:

Things are getting busy. Very busy. So much so that I simply haven't had much time to write on this blog. After the economic collapse in the back end of 2008 and the first quarter of 2009, the phones started to ring again in early spring. First there were one or two inquiries a week. Now it's a new call a day.

I have been in touch with a select group of other modern agencies, and it's much the same with them. We are getting a lot of calls, most of them from large clients that previously worked exclusively with the very big legacy holding company agencies or networks.

This is a phenomenal sign for places like the FrogPond.

We've noticed that clients are looking for smarter, better, more effective and more efficient partners. Partners that are part of the solution, not the problem.

If current contact growth rates hold up, we could be witnessing the first significant shift in business away from the traditional agencies… towards new, more innovative firms with the competence and pedigree to strategically steward a brand and scale it with creative excellence in all media. Far-fetched? Perhaps. But if you understand the pressures clients are under… then you can see why they are searching for new options...

When we started StrawberryFrog ten years ago, it was virtually unheard of for huge major clients to award multi-million dollar accounts to new challenger firms. This is no longer the case. We have proven over ten years that you can do what huge clients need and want, but do it differently than the dinosaurs. Many of the calls we've received the past month have been from America's blue chip companies wishing to meet us and understand how we can service their businesses and brands differently from the legacy agencies.

For agencies like ours this is a welcome sign. "Yeah, yeah yeah", you say. Sure thing. But even in the face of that semi-corny line, these call do signal the importance of brilliant ideas, the resurgence of strategic and creative excellence, and not the focus on money or the crushing weight of bureaucracies.

Today, intelligence, experience, innovative and being agile as hell counts.

The pressures of the economy mixed with the media revolution underway are pushing clients to take hard looks at their traditional agencies and this is blowing the cobwebs out of the advertising attic, and creating new opportunities for modern…

It was once echoed in a song “The future looks bright… I’m gonna need shades”.

Sign me up.

Scott and StrawberryFrog continue to inspire me to change the way I teach and how my students need to prepare.

You gotta be smarter, you gotta be faster, and you gotta adapt.

New Roles In Advertisng

Scott Goodson posted this on his blog the other day and I found this very interesting.

We are moving forward in this business so quickly that the traditional sitting in a cubicle as an copywriter, art director etc. has become a thing of the past. The roles are being redefined everyday.

The new breed of "adlander" needs to bring more to the table and have a bigger vision of the role they can play.


From Scott Goodson May 5th, 2009

For a long time there have been the same old jobs in advertising. But all of a sudden there are new kinds of jobs out there in advertising which require new kinds of skills. New roles have started to appear in advertising that have not been here before. Like green shoots exploring upwards out of the grey brittle bottom of an age-old pine forest, these new roles have evolved because of what’s happening out there. More modern agencies already have them embedded in their teams, but if you’re thinking of a career in advertising, these new roles will become increasingly important for the industry as a whole.

Digital Presence Strategist

This person is a hybrid web strategist with curiosity about new technologies and a familiarity with mobility applications. This is not a media strategist or a technologist. This is a new role in the US. These guys have tended to be mostly Nordic because 3G happened there like 10 years ago or Japanese, and more recently British and or other Northern Europeans. This is the role on the rise in advertising. I use the term “advertising” because it’s the only short-hand word that carries the weight of strategic and creative excellence in all media, including digital and brand PR. This is a role on the rise because it is becoming important to have a strategic thinker sitting in the team who understands all the complexities of the social media scene, the mobility scene and all the innovation opportunities out there.

Idearator

This is an idea generator who has a legacy in the digital space but is broad enough to come up with ideas that live in all media. This person must play across many disciplines. This role will become increasingly important because the emphasis, the value, and the fundamental business model for agencies has shifted away from a focus predominantly on execution to a focus on ideas.

Partnership Director

Partnering with ‘best-in-class’ individuals and firms is what enables agencies like StrawberryFrog to leapfrog the traditional legacy corporate agencies. This person’s role is to continuously manage the agency’s partnerships and be able to draw on the world’s best talent, tailored to a client’s specific needs. While all agencies work with outsourced talent in some shape of form (some more openly and overtly than others who hide this fact), this is now becoming a mainstream way of working in the evolving media revolution. And this role will become a mainstay of the best in class firms able to deliver for their clients globally and across many different disciplines.

Social Media-Whatever

I'm not going to write much on this. But anyone with any expertise in social media has been important for some time now, and this area of expertise will only keep growing.