How to Work in Advertising
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Presentation by Jenny Dahl to the Creativity in Advertising class at JWU on March 29, 2011
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How to Work in Advertising
- 1. SO YOU WANT TO WORK IN ADVERTISING Jenny Dahl // Account Director Cactus Marketing Communications jenny@sharpideas.com @Denverdahl facebook.com/DenverDahl linkedin.com/in/jennydahl March 29, 2011
- 2. THIS DECK IS ABOUT WHAT I KNOW Overview of Account Services A Little Advice And Then We’ll Talk About You Text
- 3. WHAT THE HELL IS AN ACCOUNT EXECUTIVE? Text
- 4. WHAT THE HELL IS AN ACCOUNT EXECUTIVE? Text
- 5. WHAT THE HELL IS AN ACCOUNT EXECUTIVE? Text
- 6. WHAT THE HELL IS AN ACCOUNT EXECUTIVE? Text
- 7. ACCORDING TO WIKIPEDIA Agencies appoint account executives to liaise with clients. The account executives need to be sufficiently aware of the client’s needs and desires that can be instructed to the agency’s personnel and should get approval from the clients on the agency’s recommendations to the clients. Creativity and marketing acumen are the needed area of the client service people. They work closely with the specialists in each field. The account manager will develop a creative brief, usually about a page that gives direction to the creative team. The creative brief often includes information about the target audience and their attitudes and behaviors. The creative team will take the brief and, aware of their parameters, develop original copy and graphics depending on media strategy. Text
- 8. The chief role of account executives is to extract the very best possible work from the other departments of the agency. David Ogilvy 1963
- 10. “WE BUILD. WE FIGHT.”
- 11. “WE BUILD. WE FIGHT.”
- 12. “WE BUILD. WE FIGHT.”
- 13. Or Said Another Way... We Create An Environment Where Great Ideas Can Live Jeff Steinhour, CP+B
- 14. And We Really Have One Basic Tool. Communication. Creating Understanding Where There Was Confusion, Making The Complex Simple. Text
- 15. We use language and writing to add value to the process Might be: Lists to keep track of what needs to get done Schedules to plan out when Budgets to determine how much to spend Meetings and conversations to keep everyone coordinated
- 16. Hal Riney Said Account People Should Be Second Best At Every Job In The Agency. That’s True, But We Must Be The Best Communicators In The Building.
- 17. GLEAN INFORMATION FROM DATA Many times, making clear communication means less-is-more. A good brief (or feedback email or conversation or plan) filters the tons of client “data” we get into relevant “information” for creatives. They, in turn, filter the information into understandable content for consumer consumption. Data from the Client Information after the Accounts filter Creative filter Consumer message
- 18. Before Text
- 19. Before After Text
- 21. Client
- 22. Client
- 23. Client Account Service
- 24. Client Account Service Communication
- 25. Client Traffic Account Service Communication
- 26. Client Traffic Organization Account Service Communication
- 27. Client Traffic Organization Account Creative Service Communication
- 28. Client Traffic Organization Account Creative Service Communication Ideas
- 29. Client Traffic Organization Account Creative Service Communication Ideas Production
- 30. Client Traffic Organization Account Creative Service Communication Ideas Production Making Shit
- 31. Client Traffic Organization Account Creative Service Communication Ideas Production Making Shit Strategy & Planning
- 32. Client Traffic Organization Account Creative Service Communication Ideas Production Making Shit Strategy & Planning Insights
- 33. Client Traffic Organization Account Creative Service Communication Ideas Production Media Making Shit Strategy & Planning Insights
- 34. Client Traffic Organization Account Creative Service Communication Ideas Production Media Making Shit Distribution Strategy & Planning Insights
- 35. If We Don’t Add Value, The Client Should Just Call The Partners Directly.
- 36. SOME ADVICE
- 37. FIND THE JOB YOU LOVE Text
- 38. MIND YOUR PERSONAL BRAND Text
- 40. USE YOUR BACKGROUND/EXPERIENCE/ KNOWLEDGE If someone ever tells you “you don’t have the right background for this job” or “we can’t apply that thinking from X industry to our industry” - they’re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged. Text
- 41. USE YOUR BACKGROUND/EXPERIENCE/ KNOWLEDGE If someone ever tells you “you don’t have the right background for this job” or “we can’t apply that thinking from X industry to our industry” - they’re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged. Text
- 42. USE YOUR BACKGROUND/EXPERIENCE/ KNOWLEDGE If someone ever tells you “you don’t have the right background for this job” or “we can’t apply that thinking from X industry to our industry” - they’re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged. Text
- 43. USE YOUR BACKGROUND/EXPERIENCE/ KNOWLEDGE + If someone ever tells you “you don’t have the right background for this job” or “we can’t apply that thinking from X industry to our industry” - they’re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged. Text
- 44. USE YOUR BACKGROUND/EXPERIENCE/ KNOWLEDGE + If someone ever tells you “you don’t have the right background for this job” or “we can’t apply that thinking from X industry to our industry” - they’re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged. Text
- 45. USE YOUR BACKGROUND/EXPERIENCE/ KNOWLEDGE + = If someone ever tells you “you don’t have the right background for this job” or “we can’t apply that thinking from X industry to our industry” - they’re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged. Text
- 46. USE YOUR BACKGROUND/EXPERIENCE/ KNOWLEDGE + = If someone ever tells you “you don’t have the right background for this job” or “we can’t apply that thinking from X industry to our industry” - they’re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged. Text
- 47. FIND INSPIRATION EVERYWHERE <iframe title="YouTube video player" width="480" height="390" src="http://www.youtube.com/embed/pGWU4QhJ4L8" frameborder="0" allowfullscreen></iframe> Text
- 48. Whether your goal is to work on the agency side, or client-side: Always be searching. Text
- 49. Whether your goal is to work on the agency side, or client-side: Always be searching. Great work Text
- 50. Whether your goal is to work on the agency side, or client-side: Always be searching. Great work Inspiration Text
- 51. Whether your goal is to work on the agency side, or client-side: Always be searching. Great work Best practices Inspiration Text
- 52. Whether your goal is to work on the agency side, or client-side: Always be searching. Great work Best practices Inspiration Astounding technology Text
- 53. Whether your goal is to work on the agency side, or client-side: Always be searching. Great work Best practices Inspiration Astounding technology New ideas Text
- 54. Whether your goal is to work on the agency side, or client-side: Always be searching. Great work Best practices Inspiration Astounding technology New friends (just don’t diss your old ones) New ideas Text
- 55. Whether your goal is to work on the agency side, or client-side: Always be searching. Great work Best practices Inspiration New chemistry Astounding technology New friends (just don’t diss your old ones) New ideas Text
- 56. Whether your goal is to work on the agency side, or client-side: Always be searching. Great work Best practices Inspiration New chemistry Astounding technology New friends (just don’t diss your old ones) New ideas New ways to apply old chemistry Text
- 57. Whether your goal is to work on the agency side, or client-side: Always be searching. Great work Best practices Inspiration New chemistry Astounding technology New friends (just don’t diss your old ones) New talent New ideas New ways to apply old chemistry Text
- 58. Whether your goal is to work on the agency side, or client-side: Always be searching. Great work Best practices Inspiration New chemistry Astounding technology New friends (just don’t diss your old ones) New talent New ideas New ways to apply old chemistry Text
- 59. Always be searching. Great work Best practices Inspiration New chemistry Astounding technology New friends (just don’t diss your old ones) New talent New ideas New ways to apply old chemistry Text
- 60. Always be searching. Netvibes.com Set up a digital news dashboard: google.com/ig You can use Netvibes or igoogle. Pull in feeds from Wired, Fast Company, Tech Crunch, Wired.com Engadget, Technorati, Mashable, and the New York Fastcompany.com Times, at a minimum. Check your feeds every morning. Techcrunch.com Engadget.com Share the news you find interesting with your Technorati.com colleagues through Twitter or other messaging tools. Mashable.com Make the learning a social activity. NYTimes.com You’re already doing it with the photos from that party Twitter.com last night, right? Delicious.com Twine.com Text Stumbleupon.com
- 61. Read magazines that influence culture Eating The Big Fish, Adam Morgan and report on it, so you know what the Stuff to read ANNUAL SHOWS: The End of Print, David Carson & Lewis Blackwell Execution, Larry Bossidy creative teams you work with are One Show Advertising (hardbound annual) referring to. Freakonomics, Steven D. Leavitt & Stephen J. Dunbar Communication Arts Advertising (softcover annual) Alt Good To Great, Jim Collins MPA Kelly Awards (Insert to Advertising Age/Adweek) Arena Hey Whipple Squeeze This, Luke Sullivan Cannes Advertising Festival Winners Reel Big The Hucksters, Frederic Wakeman Black Book Inventing Desire, Karen Stabiner TRADE PERIODICALS: City Adweek It's Not How Good You Are, It's How Good CMJ Brandweek You Want To Be, Paul Arden Dazed & Confused Advertising Age Just Do It, Donald R. Katz The Face Ad Age’s Creativity The Long Tail, Chris Anderson The Fader Stuart Elliot’s NY Times advertising column Lovemarks, Kevin Roberts Flaunt Communication Arts Mad Ave, Various/NY Art Directors Club Giant Robot CMYK (showcase of student work) Madison Avenue USA, Martin Mayer i-D One. A Magazine. (published by The One Club) The Mirror Makers, Stephen Fox Juxtapoz Luerzer’s International Archive Ogilvy On Advertising, David Ogilvy Mojo The Organization Man, William Whyte BOOKS: Urb Perfect Pitch, Jon Steel Adcult USA, James B. Twitchell Paper Purple Cow, Seth Godin Advertising Today, Warren Berger Purple Strategic Intuition, William Duggan The Art of Advertising, George Lois Q Swoosh, J.B. Strasser and Laurie Becklund The Art of Client Service, Robert Solomon Res Tipping Point, Malcolm Gladwell The Art of Innovation, Tom Kelley Surface Truth, Lies & Advertising, Jon Steel The Art of War, Sun Tzu Tokion Under The Radar, John Bond & Richard Kirshenbaum Beyond Disruption, Jean-Marie Dru Trace Whatever You Think, Think The Opposite, Paul Arden Bill Bernbach's Book, Bob Levenson Vice Conquest of Cool, Thomas Frank When Advertising Tried Harder, Larry Dobrow Where The Suckers Moon, Randall Rothenberg Wallpaper Text The Cultural Creatives, Paul H. Ray Wired Start With Why, Simon Sinek
- 62. More Advice... Embrace your paranoia. There is always Figure out what you want to do and make that someone out there who’s faster & more on your goal. Don't be on the fence about working top of it. Your goal should be to beat him/her. in advertising. You can change directions later, but don't be vague when you interview. Know Stay humble. The day what you want to be. you think you're not a hack, you're done. Be gracious. Internships, Internships, Internships! Make a portfolio of the work you’ve helped I cannot stress this enough. The produce - an online collection where you more experience, connections, & can house your samples of work & resume. references you have the better. Portfolios are a first impression and can show off your digital-native status. Don't be afraid of working hard- don't bitch You are not entitled to anything. about working late, or on weekends, or Remember that and never act like anything like that. you are. Text
- 63. More Advice... Learn how to see the big picture. Learn to Don't be a douche. ask the question: Why should anyone give a shit? Too often we lose site of the ultimate goal. Take your work seriously. Never yourself. Despite what you may think, you don't know everything and you can always The digi-social revolution is happening learn from others. now. Don't be afraid of tomorrow's technology, embrace it. It will be one of your biggest assets in the world. Join some advertising clubs. This is a great way to meet professionals in the industry, ask questions & make connections. Also, a great way to hear about who's hiring before jobs are posted online. You can either be your biggest champion or potentially your worst enemy. You get to choose. Text
- 64. HOW ABOUT YOU?
- 65. Client Traffic Organization Account Creative Service Communication Ideas Production Media Production Distribution Planning Insights
- 66. Where do you see yourself? Client Traffic Organization Account Creative Service Communication Ideas Production Media Production Distribution Planning Insights
- 68. Client
- 69. Client
- 70. Client Account Service
- 71. Client Account Service Communication
- 72. Client Traffic Account Service Communication
- 73. Client Traffic Organization Account Service Communication
- 74. Client Traffic Organization Account Creative Service Communication
- 75. Client Traffic Organization Account Creative Service Communication Ideas
- 76. Client Traffic Organization Account Creative Service Communication Ideas Production
- 77. Client Traffic Organization Account Creative Service Communication Ideas Production Making Shit
- 78. Client Traffic Organization Account Creative Service Communication Ideas Production Making Shit Strategy & Planning
- 79. Client Traffic Organization Account Creative Service Communication Ideas Production Making Shit Strategy & Planning Insights
- 80. Client Traffic Organization Account Creative Service Communication Ideas Production Media Making Shit Strategy & Planning Insights
- 81. Client Traffic Organization Account Creative Service Communication Ideas Production Media Making Shit Distribution Strategy & Planning Insights
- 82. Where do you see yourself? Client Traffic Organization Account Creative Service Communication Ideas Production Media Making Shit Distribution Strategy & Planning Insights
- 83. THAT’S PRETTY MUCH IT Jenny Dahl // Cactus Marketing Communications jenny@sharpideas.com @Denverdahl facebook.com/DenverDahl linkedin.com/in/jennydahl Get the deck here: ADD QR CODE
Hinweis der Redaktion
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- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
- Accounts is responsible for day to day contact w/client\nAgency communication begins & ends with the Account team\n
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- I mention this for two reasons: 1) It doesn&#x2019;t matter how you get there - just get to a place where you love what you do every day (well, almost every day).\n
- This is even harder in the time of facebook & digital transparency. YOU are your personal brand - monitor & watch it as you would a client&#x2019;s. Do you really want to post that photo of you doing that 8-ft tall beer bong?\n
- I could argue that I&#x2019;m better than most at finding creative solutions to problems due largely to my engineering background. I used to think my degree was a weakness - but now I use it to my advantage. \n\nIf someone ever tells you &#x201C;you don&#x2019;t have the right background for this job&#x201D; or &#x201C;we can&#x2019;t apply that thinking from X industry to our industry&#x201D; - they&#x2019;re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged.\n
- I could argue that I&#x2019;m better than most at finding creative solutions to problems due largely to my engineering background. I used to think my degree was a weakness - but now I use it to my advantage. \n\nIf someone ever tells you &#x201C;you don&#x2019;t have the right background for this job&#x201D; or &#x201C;we can&#x2019;t apply that thinking from X industry to our industry&#x201D; - they&#x2019;re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged.\n
- I could argue that I&#x2019;m better than most at finding creative solutions to problems due largely to my engineering background. I used to think my degree was a weakness - but now I use it to my advantage. \n\nIf someone ever tells you &#x201C;you don&#x2019;t have the right background for this job&#x201D; or &#x201C;we can&#x2019;t apply that thinking from X industry to our industry&#x201D; - they&#x2019;re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged.\n
- I could argue that I&#x2019;m better than most at finding creative solutions to problems due largely to my engineering background. I used to think my degree was a weakness - but now I use it to my advantage. \n\nIf someone ever tells you &#x201C;you don&#x2019;t have the right background for this job&#x201D; or &#x201C;we can&#x2019;t apply that thinking from X industry to our industry&#x201D; - they&#x2019;re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged.\n
- I could argue that I&#x2019;m better than most at finding creative solutions to problems due largely to my engineering background. I used to think my degree was a weakness - but now I use it to my advantage. \n\nIf someone ever tells you &#x201C;you don&#x2019;t have the right background for this job&#x201D; or &#x201C;we can&#x2019;t apply that thinking from X industry to our industry&#x201D; - they&#x2019;re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged.\n
- I could argue that I&#x2019;m better than most at finding creative solutions to problems due largely to my engineering background. I used to think my degree was a weakness - but now I use it to my advantage. \n\nIf someone ever tells you &#x201C;you don&#x2019;t have the right background for this job&#x201D; or &#x201C;we can&#x2019;t apply that thinking from X industry to our industry&#x201D; - they&#x2019;re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged.\n
- I could argue that I&#x2019;m better than most at finding creative solutions to problems due largely to my engineering background. I used to think my degree was a weakness - but now I use it to my advantage. \n\nIf someone ever tells you &#x201C;you don&#x2019;t have the right background for this job&#x201D; or &#x201C;we can&#x2019;t apply that thinking from X industry to our industry&#x201D; - they&#x2019;re full of shit. Oftentimes the best ideas have come from the merging of two ideas that had no business being merged.\n
- **clip from american beauty**\n
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- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
- Ask if everyone understands the departments\nAsk which department they want to work in\n
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