Careers talk I gave to MA students at Kingston University in 2013.

1. Creative Futures ‘13
‘…It’s not complicated,
it’s just hard…’
June/2013 Philip Slade : Path WorldWide 1
Michael Slaby
http://michaelslaby.com

2. Today
• What made me?
• 8 lessons from
30 years
• A new model
of creation
• The one secret to
better creativity
• Q&A
June/2013 Philip Slade : Path WorldWide 2

3. June/2013 Philip Slade : Path WorldWide 3

4. All the power’s in the hands of people
rich enough to buy it
!
While we walk the street !
too chicken to even try it
June/2013 Philip Slade : Path WorldWide 4

5. Don’t be chicken
June/2013 Philip Slade : Path WorldWide 5
h"p://farm8.sta.cflickr.com

6. June/2013 Philip Slade : Path WorldWide 6
Wearable
Frictionless
Delivery
Health
Polarisation
Resources

7. 7
passion
IMP
What can I tell you after 30 years in advertising?
June/2013 Philip Slade : Path WorldWide

8. Lesson 1. You are more than your
course. You are creative
June/2013 Philip Slade : Path WorldWide 8

9. June/2013 Philip Slade : Path WorldWide 9

10. Lesson 2. The best thing is to
join a big agency. But the
worst thing you can do is stay
at a big agency
June/2013 Philip Slade : Path WorldWide 10

11. June/2013 Philip Slade : Path WorldWide 11

12. Lesson 3. Lack of creative
opportunities? It’s not the
brief. It’s your attitude
June/2013 Philip Slade : Path WorldWide 12

13. June/2013 Philip Slade : Path WorldWide 13

14. Lesson 3a. Lack of creative
opportunities? It’s not the brief.
(well, actually it might be, but its
your job to spot that)
June/2013 Philip Slade : Path WorldWide 14

15. 47956685615philip@t7flondon.co.uk
15June/2013 Philip Slade : Path WorldWide

16. Lesson 4. Make work feel like play,
because play is like a human
superpower*.
This is the fun time enjoy it.
June/2013 Philip Slade : Path WorldWide 16
* Zach Klein

17. June/2013 Philip Slade : Path WorldWide 17

18. Lesson 5. Working for yourself is
the most fun you can have as a
creative. But it can be very
expensive.
June/2013 Philip Slade : Path WorldWide 18

19. June/2013 Philip Slade : Path WorldWide 19

20. June/2013 Philip Slade : Path WorldWide 20

21. Lesson 6. If you start repeating
yourself its time to change. This
can also be very expensive.
June/2013 Philip Slade : Path WorldWide 21

22. June/2013 Philip Slade : Path WorldWide 22

23. Lesson 7. If people start talking
about the ‘rules’.
You are talking to the wrong people.
June/2013 Philip Slade : Path WorldWide 23

24. June/2013 Philip Slade : Path WorldWide 24

25. Lesson 8. Create depth.
Not just surface gloss.
June/2013 Philip Slade : Path WorldWide 25

26. June/2013 Philip Slade : Path WorldWide 26

27. 8 Life lessons
• Be more than your course
• Don’t corporatise
• Be opportunist
• Be your own boss
• Never repeat yourself
• There are no rules
• Aim to make history
June/2013 Philip Slade : Path WorldWide 27

28. June/2013 Philip Slade : Path WorldWide 28
Now what?

29. June/2013 Philip Slade : Path WorldWide 29

30. June/2013 Philip Slade : Path WorldWide 30

31. June/2013 Philip Slade : Path WorldWide 31

32. Make people want things
June/2013 Philip Slade : Path WorldWide 32

33. Make people want things
June/2013 Philip Slade : Path WorldWide 33
Make things people want

34. Collaborate
June/2013 Philip Slade : Path WorldWide 34

35. Break things
June/2013 Philip Slade : Path WorldWide 35
Flickr : ficklekni"er

36. June/2013 Philip Slade : Path WorldWide 36
JBUlpTIkR6nWurvvPYIR_william_s_burroughs.jpg rapgenius.com
‘…when you cut
into the present,
the future
leaks out…’ William S Burroughs

37. June/2013 Philip Slade : Path WorldWide 37

38. Engaging customers
today requires a
redefined marketing
organization.
McKinsey Quarterly
June/2013 Philip Slade : Path WorldWide 38

39. The House Worldwide is a new idea for 2013
June/2013 Philip Slade : Path WorldWide 39

40. What is it?
§ A new global communications network
§ Independent
§ Senior talent
§ Collaborative
June/2013 Philip Slade : Path WorldWide 40

41. A new model
A new approach
June/2013 Philip Slade : Path WorldWide 41

42. One that won’t suit everyone
June/2013 Philip Slade : Path WorldWide 42

43. It suits the few who seek real change
June/2013 Philip Slade : Path WorldWide 43

44. June/2013 Philip Slade : Path WorldWide 44
Embargoed Until 12.30 GMT, Thursday, February 6
!
!
!
!
The$Levi’s®$Brand$Introduces$Customized$Creative$Agency$Model!
Draftfcb(Worldwide(and(The(House(Worldwide(appointed(to(deliver(tailor8made(
communications(for(the(Levi’s®!Brand(
SAN$FRANCISCO,$CA!(February!6,!2014)!2!The!Levi’s®!brand!announced!today!that!it!has!
chosen!a!customized!advertising!agency!model!to!address!the!ever2evolving!needs!of!its!
global!business!and!marketing!landscape.!Effective!immediately,!the!Levi’s®!brand!will!
transition! to! a! combined! agency! team! from! Draftfcb! Worldwide! and! The! House!
Worldwide!to!deliver!global!marketing,!creative!and!strategic!support.!
!
Jen!Sey,!Chief!Marketing!Officer!of!the!Levi’s®!brand!said,!“We!are!very!excited!about!
this!new!model.!We’re!getting!handpicked!creative!talent!from!Draftfcb!and!The!House!
networks!at!both!the!global!and!local!market!level.!This!model!will!provide!us!with!the!
efficiency!and!consistency!we!need!as!a!global!brand!as!well!as!the!means!to!drive!
relevance!around!the!world!by!accessing!top2notch!local!talent!when!we!need!it.!!In!
doing!so,!we’ll!strive!to!reach!passionate!new!fans!in!every!market!in!which!we!
operate.”!!
!
Richard!Pinder,!CEO!and!Founder!of!The!House!Worldwide,!said:!“Levi’s®!is!the!brand!
whose!advertising!in!the!80s!convinced!me!to!get!into!the!industry.!!To!win!this!account!
is!a!dream!come!true.!We!are!honored!to!participate!in!driving!the!success!of!such!an!
iconic!brand!through!our!world2class!creative!talent!put!against!this!new!customized!
model.”!!
!
Carter!Murray,!Global!CEO!of!Draftfcb,!said:!“To!work!again!for!a!brand!we!handled!for!
nearly!70!years!starting!in!the!1920s!is!immensely!exciting.!Joining!forces!with!The!
House!to!deliver!locally!and!globally!for!the!Levi’s®!brand!is!a!cutting2edge,!world2class!
move!that!will!undoubtedly!yield!great!returns.!Dominic!Whittles,!who!heads!up!our!San!
Francisco!operation,!deserves!immense!credit!for!bringing!this!partnership!home!with!
this!unique!model.”!
!
The!tailor2made!team!for!the!Levi’s®!brand!includes!a!customized!strategy!and!account!
team!built!across!Draftfcb!Worldwide!and!The!House!Worldwide,!with!world2class!
creative!teams!from!Draftfcb!San!Francisco,!Draftfcb!Los!Angeles!and!The!House!
Worldwide’s,!ChinaMadrid!in!Spain!and!CumminsRoss!from!Australia.!Whittles!will!
oversee!North!America!and!Pinder!international!markets.!
!
2MORE2!

45. Two bits of work, two lessons.
1. Always simplify
2. Don’t be afraid of causing a rumpus
June/2013 Philip Slade : Path WorldWide 45

46. The British PregnancyAdvisory Service (BPAS) was becoming increasingly
frustrated by the attitude of the Irish Government. Who continued debating
legislation that does not provide the right or access to procedures that the
majority of Ireland support. While turning their back on the thousands of Irish
women travelling to the UK to seek medical advice and help.
BPAS asked us if we could help
them spark a debate in Ireland
June/2013 Philip Slade : Path WorldWide 46

47. June/2013 Philip Slade : Path WorldWide 47

48. Lenovo : Just simplify
June/2013 Philip Slade : Path WorldWide 48

49. June/2013 Philip Slade : Path WorldWide 49

50. MEHR NEUES UNTER: LENOVO.COM
NEU
NEW
NOVO
LENOVO
HALTE-MODUS STAND-MODUSKIPP-MODUS
1 Tablet. 3 Anwendungen. 18 Std. Akku.
June/2013 Philip Slade : Path WorldWide 50

51. Summary
June/2013 Philip Slade : Path WorldWide 51
1. You are lucky
2. You have a chance to make history
3. Rules are from the past, opportunity makes the future
4. I did mention a secret

52. The Secret
June/2013 Philip Slade : Path WorldWide 52
There is always
hope, there is always
possibili.es, just like
the unchecked
lo"ery .cket

53. June/2013 Philip Slade : Path WorldWide 53
Thank You
Any questions?
@piehead
Homeslade.com