So You Want A Job in Creative Services:Career Advice from an MBA

Slide 1: S o Y ou W antA Job i C reatve S ervi : n i ces C areerA dvi f ce rom an M B A Mi sha C ornes D i or ofS t egy, O rgani rect rat c A pri 20, 2006 l P ri e and C onfdental vat i i

Slide 2: A genda O rganic E xperience D esign W here D o Y ou F i n ? tI Di scussion P ri e and C onfdental vat i i

Slide 3: 3 m i es on O rgani nut c We are user experience experts who think holistically about marketing problems. We build Websites and Online Advertising Campaigns. We do it by creating exceptional experiences. P ri e and C onfdental vat i i

Slide 4: O ur C lent is P ri e and C onfdental vat i i

Slide 5: Why Should You Care? P ri e and C onfdental vat i i

Slide 6: P ri e and C onfdental vat i i

Slide 7: Brand Advertising AWARENESS & EMOTIONAL RESONANCE P ri e and C onfdental vat i i

Slide 8: Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIREABILITY AT POINT OF SALE P ri e and C onfdental vat i i

Slide 9: Brand Advertising AWARENESS & EMOTIONAL RESONANCE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR Promotional Advertising DESIRABILITY AT POINT OF SALE P ri e and C onfdental vat i i

Slide 10: Brand Advertising AWARENESS & EMOTIONAL RESONANCE Design Movement Voice of the Customer USABILITY & ESTHETICS UNDERSTANDING CUSTOMER BEHAVIOR Promotional Advertising DESIRABILITY AT POINT OF SALE P ri e and C onfdental vat i i

Slide 11: CUSTOMER EXPERIENCE Brand Advertising AWARENESS & EMOTIONAL RESONACE Design Movement Voice of the Customer USABILITY & ESTHETICS UNDERSTANDING Experience Design CUSTOMER BEHAVIOR Promotional Advertising DESIRABILITY AT POINT OF SALE P ri e and C onfdental vat i i

Slide 12: CUSTOMER EXPERIENCE Brand Advertising AWARENESS & EMOTIONAL RESONACE Design Movement Voice of the Customer USABILITY & ESTHETICS UNDERSTANDING Experience Design CUSTOMER BEHAVIOR Promotional Advertising DESIRABILITY AT POINT OF SALE P ri e and C onfdental vat i i

Slide 13: ’ n he Im i t B usi ness of E m pathy P ri e and C onfdental vat i i

Slide 14: ’ n he Im i t B usi ness of E m oton i P ri e and C onfdental vat i i

Slide 15: ’ n he Im i t B usi ness of C reatng E xperi i ences P ri e and C onfdental vat i i

Slide 16: Q uestons Ihad w hen Iw as sitng i your chai fve years ago … i ti n ri 1. W hatki ofcom pany shoul Ibe targetng ? nd d i 2. D o Ihave any aptt iude f t s? or hi 3. A re t here ? here any j obs outt 4. W hatam Igai ng and w hatam Igi ng up ? ni vi P ri e and C onfdental vat i i

Slide 17: 1. W hatcom pany? P ri e and C onfdental vat i i

Slide 18: C ust er Liecycl om f e P ri e and C onfdental vat i i

Slide 19: C reatve A genci i es DirectR esponse T V , R adi , O ut o door Loyaly P rogram s t O nlne M edi i a W OM W OM I eractve M arketng nt i i - W eb , M obie , E vent l s B randi I ng dentt & N am i iy ng W eb C ontent U E and H um an F actors M arketR esearch & T rends P roductD esign E nvi ronm ent D esi s gn P ackagi & G raphi D esi ng c gn P ri e and C onfdental vat i i

Slide 20: 2. D o IH ave A ny A ptt ? iude P ri e and C onfdental vat i i

Slide 21: A sk Y oursel hy Y ou W antt W ork i C reatve S ervi fW o n i ces Love ofconsum er brands? nnovaton ? I eresti creatviy and i nt n it i I eresti cross-di plnary team w ork? nt n sci i n gialM edi ? I eresti D i t nt a W antt shape cust er behavi ? o om or P ri e and C onfdental vat i i

Slide 22: W hatS kil and T rais A re R equi ? ls t red and good desi , and can speak t i ih clent and creatve U nderst gn o tw t i s i F l bl i your t nki exi e n hi ng C om f abl w ih uncert nt ort e t ai y E xcied aboutt cust er and cust er experi t he om om ence A n i -generat , a thought st er, a questoner - art dea or i i ener- heari i ght and perspectves f A good lst ng nsi s i rom others C om f abl w orki across di plnes ort e ng sci i S ynthesi and f s ram ew ork t nki hi ng P ri e and C onfdental vat i i

Slide 23: 3. A re t here ? here any j obs outt P ri e and C onfdental vat i i

Slide 24: Gartner Hype Cycle P eak ofI l ed nfat E xpect i atons V I I I TY S B LI P l eau of at P roductviy it Slope of E nlght i enm ent T rough of T ri gger D i lusi sil onm ent 1994 1999 2003 2005 2010 P ri e and C onfdental vat i i

Slide 25: Gartner Hype Cycle C am pai gn eB usi ness M anagem ent C ontent eC om m erce M anagem ent V I I I TY A nal i ytcs W eb 2.0 S B LI B anner Viral B ehavioral E m ai l A dvertsi i ng M arketng i T argetng i m arketng i R i m edi ch a experi ences F i d of el W ord D ream s ofM outh D i ogue al m anagem ent 1994 1999 2003 2005 2007 2010 P ri e and C onfdental vat i i

Slide 26: M aki Y our S kil R el ng ls evant T hi abouthow your vertcalexpertse m i nk i i ghtappl y T ake t N ew P roductD evel he opm entC ourse F l your cust er experi ex om ence brai n T al w ih speci i kt alstrecruiers t B e w ilng t st li o and out G etan i ernshi nt p N et ork w Be Willing to Stand Out P ri e and C onfdental vat i i

Slide 27: 4. W hatam Igai ng , and w hat ni am Igi ng up ? vi P ri e and C onfdental vat i i

Slide 28: W hatare you G i ng U p ? vi $$$ ngredi , nott m ai di B e prepared t be one i o ent he n sh H ave t prove your val ateach st al o ue op ong t w ay he Y ou w ilneed t f l o orge you ow n career path P eer understandi and prestge ng i P ri e and C onfdental vat i i

Slide 29: W hatD o Y ou G ai ? n i partofm y brai everyday, butnoti t w ay Ii agi Iexerci t “ se he creatve” n n he m ned otofenergy- t s f s lke a new era f m arketng com m uni i Al hi eel i or i catons Iw ear w hatever Iw ant ness culure – realdeadlnes, team w ork – butw ihoutt rol -pl ng T radii tonalbusi t i t he e ayi M y qui ness i val , notsuppressed rki s ued I erdi plnary t nt sci i eam s P hysi (w el, di t ) out s t m y w ork cal l gial put o T he opport t t experi ent uniy o m Z ero repercussi ons f sw ichi j or t ng obs P ri e and C onfdental vat i i

Slide 30: Thank you! mcornes@organic.com P ri e and C onfdental vat i i