Fallon Brainfood: 15 #Winning Ideas for young hopefuls seeking to enter advertising

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Fallon's Rocky Novak (@rockynovak) Director of Digital Development, and Aki Spicer (@akispicer), Director of Digital Strategy present 15 Things You Should Know (but aren’t likely hearing) About …

Fallon's Rocky Novak (@rockynovak) Director of Digital Development, and Aki Spicer (@akispicer), Director of Digital Strategy present 15 Things You Should Know (but aren’t likely hearing) About Starting Your Career in Advertising. Advice at the intersection of Inspiration and "Scared Straight."

@University of Minnesota Ad Club, November 2011

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  • Long version case study
  • Integrating listening with talking, campaigns with platforms and conversations and social with every other aspect of a brand’s activities, from search to sponsorship. That may sound ambitious but we believe it’s rapidly becoming essential, for a number of reasons. +We have moved from social networks to a social web +We can no longer think about individual consumers but about networks +We are starting to witness the profoundly disruptive effects of social business
  • Integrating listening with talking, campaigns with platforms and conversations and social with every other aspect of a brand’s activities, from search to sponsorship. That may sound ambitious but we believe it’s rapidly becoming essential, for a number of reasons. +We have moved from social networks to a social web +We can no longer think about individual consumers but about networks +We are starting to witness the profoundly disruptive effects of social business

Transcript

  • 1. 15 #Winning Ideasfor young hopefuls seeking to enter advertisingNovember, 16, 2011
  • 2. Agenda•  Who We Are•  What We Know: 15 Things You Should Know (but aren’t likely hearing) About Starting Your Career in Advertising (at the intersection of Inspiration and Scared Straight)
  • 3. We are…Rocky Novak Aki Spicer Director of Digital StrategyDirector of Digital DevelopmentFallon FallonSeasoned Media Strategist Veteran Planning DirectorCarlson MBA Blogger/Author Adjunct Professors, UMN, Intro to eMarketing
  • 4.  Core ValuesThe single-minded devotion to and beliefin the power of creativity. The unconditional belief in the dignity of the individual.The belief in “family” as a business model. Seeing risk-taking as a friend. Success as a business-imperative.The importance of remaining humble. The necessity of having fun.
  • 5. Production Creative Account Planning Project Management Interactive Design Analytics Media Planning Connection Planning Account Management Media BuyingVideo Production User Experience Design
  • 6. Standard banners Social media skins Retail TV Experiential Mobile Social metrics analysis Online gaming Sweepstakes Interactive kiosks Microsite design & development High impact direct mailers Print Spectacular OOH Online documentaries Motion sensor installations Community managementWebsite design & development Rich media units Lenticulars Loyalty programs TV
  • 7. Cadillac is Red-blooded Luxury
  • 8. Belissimo
  • 9. InsightOur Expertise Makes a Difference MORE MONEY FOR YOU PROVE IT…
  • 10. Case Video
  • 11. InsightRetell a 143-year-old story in a modern way.THE WHITE RABBIT EXPERIENCE
  • 12. So You, Too, Want A Career in Advertising?
  • 13. Technology in advertising is #winning.Start to speak fluent geek.
  • 14. But technology ain’t everything… Focus on the human motivation.*ie, Less about the model phone this monkey is using - and more understanding about what is the monkey doing/seeking?
  • 15. It ain’t the "social network.”It’s the social web, stupid.
  • 16. Users’ lives are increasingly complex.Manage the new complexity.
  • 17. You’re a salesman. And the best salesmen…Make something that people want.21
  • 18. Swiss Army knife provides infinite value.Be the Swiss Army knife of whatever you do.22
  • 19. Haters actually are gonna hate.Brush that dirt off your shoulder.
  • 20. It will be long hours in close quarters.Have fun.24
  • 21. Whatever your job, forget it.Your real job is to facilitate the group dynamic.25
  • 22. In an age of infinite choice, data and distraction…Focus on what’s really important.
  • 23. Don’t make career decisions based on cash.*You won’t see big cash for many years.
  • 24. In an organization, you’ll get lost amidst the noise.Work the halls, work the walls.
  • 25. (Advertising) life is hard.Don’t moan it, own it.
  • 26. One day, “digital” will become a nostalgic concept.Start getting Post-Digital.30
  • 27. Nobody wants to work with an asshole.Be friggin’ nice.31
  • 28. 15 #Winning Ideasfor young hopefuls seeking to enter advertising1)  Speak fluent geek.2)  Focus on the human motivation.3)  It’s the social web.4)  Manage the new complexity.5)  Make something that people want.6)  Be the Swiss Army knife of whatever you do.7)  Brush that dirt off your shoulder.8)  Have fun.9)  Facilitate the group dynamic.10)  Focus on what’s really important.11)  Don’t make career decisions based on cash.12)  Work the halls, work the walls.13)  Don’t moan it, own it.14)  Get Post-Digital.15)  Be nice.