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30 years in 30 minutes:  Tips for starting your advertising career.
 

30 years in 30 minutes: Tips for starting your advertising career.

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Career advice to aspiring advertising professionals. Presentation to the Chapman University Ad Club offering point of view of how to get a job in an agency and how to succeed early in your career.

Career advice to aspiring advertising professionals. Presentation to the Chapman University Ad Club offering point of view of how to get a job in an agency and how to succeed early in your career.

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    30 years in 30 minutes:  Tips for starting your advertising career. 30 years in 30 minutes: Tips for starting your advertising career. Presentation Transcript

    • 30 years in 30 minutes:
Looking back so you can look forward to a great career.David MurphyFounder & Serial Thought Provokerwikibranding
    • 2043"
    • Advertising sits at theintersection of business,pop culture, entertainment,anthropology, psychology,technology, societal trendsand just about everything."
    • Mad Men
The perception of a career in advertising:!
    • Mad Men
Mad Women
Mad Geeks
Mad Dreamers
Mad Wonks
Mad Innovators
Mad Analysts
Mad Anthropologists
Mad Brand Managers
Mad Writers
Mad Designers
Mad Film Producers
Mad Project Managers
Mad Media Strategists
Mad Brand Strategists
Mad Art Buyers
Mad Print Producers
Mad User Experience Designers"The reality:!
    • Marketing’s new normal.!Why go into advertising?!How to get the interview?!What does it take to succeed?!Pursue aprofession."Not a job.
    • My teachers through the years.
    • Marketing’s newnormal breakswith the past.
    • Communications today areconsumed differently. The way in which we buildbrands must evolve as well.
    • Marketing’s newnormal liberates usfrom antiquatedvocabulary.
    • In rejects labels suchas “traditional vs.non traditionalmarketing.”
    • There is only traditionalthinking.(And this is punishable byirrelevance.)
    • It views labels suchas “new media” asold ideas.
    • If you want to makeanyone under 40 laugh,refer to the web as “newmedia.”Ditto for mobile.
    • It refuses to allow“online and offline” tolive in silos.
    • In an era of QR codes andsecond screen viewing, isanything really offline?
    • It doesn’t use “brandadvertising” to meanTV and print.
    • The internet is the mostpowerful brand buildingtool ever. Storytelling.Experiences. Sight,sound, motion. Peerendorsement.
    • It fully recognizes thestrategic value of TV,print and outdoor.
    • Good luck reaching B2B execswith a viral video, or my momthrough Twitter. Let me know howefficient your street teams are inreaching millions of guys relativeto a spot on an NFL game.   
    • The new normalembraces media as asource of creativity.
    • How and where a brandshows up can be asimportant as what it says.
    • It relishes metrics,both hard and soft.
    • Ignore store traffic and nobody will careabout the awareness gain. Click-through rates at the expense ofemotional relevance and differentiation willnot matter as the brand degrades tocommodity status. True marketing professionals balance theseseemingly conflicting goals.
    • One thing will neverchange: We mustbuild strong brands.
    • Products become brands bycreating empatheticrelationships with customers.Brands become enduring,profitable assets when theydeliver relevant differentiation.
    • Relevance = volumeDifferentiation = margin
    • What’s true in lifeis true inmarketing.
    • The way in which we formpersonal relationshipsmirrors how we form brandrelationships.
    • We tend to have ourdeepest and most lastingrelationships with peoplewho share our values; ourbeliefs; our sense ofhumor; our sense of style.
    • Brand empathy occurswhen customers projectthemselves onto the brand.Define a brands source ofempathy and youll find itsessential truth.  
    • Developed before hyper-competition. Ignores thewonderfully irrational nature ofhuman beings, aka consumers.Developed in a mass media age.Ignores the nonlinear nature of mediaconsumption.Empathic branding is modeled on the way in which people form personalrelationships – empathy, experiences, endorsement and energy. The 4Ps AIDAThe “4Es”
    • EmpathyEndorsementEnergyExperiences
    • Experiences form beliefsUnique interactionsMedia contextBrand associationsMomentum conveys leadershipEventsNew servicesAlliances and contentMedia channelsEmpathic MarketingEmpathy drives personal relevanceShared point of viewShared valuesEngage via passion points Empathy! Experiences  Energy!Perceptions BehaviorsPeer review deepens commitmentSocial mediaWOMPREndorsement  
    • Empathicbranding is aboutpersuasion.
    • We are not in the advertising business. We’re in the persuasion business. Empathic branding helps marketers developmore persuasive campaigns through a morecustomer-centered framework.
    • Why choose acareer inadvertising?"
    • To go through everyday and findinspiration fromeverything you see–never stop learning."
    • Go online at home –see Ciroc pre-roll video.Visit Facebook –see Target promotion.Attend presentation on a newcocktail appSee trend research onMillennial Men.Watch Modern Family –get product placement idea.Read article in Maxim onnew cocktail trends.Go out to bar with friends –observe what people order.Read Wired article on theeffectiveness of mobile gaming.Visit Pinterest –Notice boards on new styles.Read blog postabout vodka taste tests.24/7 inspiration"If you worked on SKYY Vodka
    • To help corporationsunderstand why theyexist in thecustomer’s world–their true north."
    • To be in a professionthat values theMillennial Generationand needs yourtalents."
    • we > me
    • Digitalwe > me
    • MulticulturalDigitalwe > me
    • Be heardMulticulturalDigitalwe > me
    • Make adifferenceBe heardMulticulturalDigitalwe > me
    • SelfexpressionMake adifferenceBe heardMulticulturalDigitalwe > me
    • To know you cansucceed throughcreativity, courageand leadership–disrespecting thestatus quo."
    • How to get theinterview."
    • This removes the pressure that you’reexpecting a job – more likely to get theappointment.!This flatters the person you’re contacting– you’re soliciting their counsel.!Ask for an“informationalinterview.”"
    • Aspiring creatives – convey a uniquestyle of writing or design…don’t imitate.!Aspiring media planners – have a point ofview on media convergence – e.g.,second screen viewing.!Aspiring account managers – show thatyou’re following macro business trends.!Aspiring strategic planners – have a pointof view on a specific cultural trend.!Have a point ofdifference."
    • Know one or two famous case studies.!Cite current campaigns you admire.!Show that you’ve read a book or two onbrand marketing, consumer psychology,anthropology, etc.!Know moreabout brandsthan anyone."
    • Connect your hobbies and passions tomy client list.!Show you can help us better understandsocial media from a heavy userstandpoint.!Tell me how that summer job in a grocerystore helped you observe how peopleshop.!Tell me how our agency’s missionconnects deeply with your values.!Help me imaginehow you’ll addvalue. "
    • Write a blog about something you’repassionate about – show that you have apoint of view.!Open a second twitter account that dealsonly with advertising and marketingissues.!Have a Pinterest board that postsdesigns, ads, websites, etc that youadmire.!Show me thatyou’re alreadyplugged in."
    • Write well. Be interesting. Be brief.!Design well. Show that you appreciateaesthetics.!Speak well. Be confident. Make eyecontact. (Remember that I need youmore than you need me.)!Demonstrate how your English literature,psychology, anthropology and art historyclasses have prepared you.!Show that youbelong incommunications."
    • Know something about my agency.!Know something about me – maybesomething we have in common.!Know something about one or two of ourclients.!Show that you doyour homework."
    • How to succeed inthis business."
    • Understand brandequity. How todefine it. How tobuild it."1."
    • This is a product."
    • This is brand equity."Progressive individuals whoembrace smart solutions."
    • Be a commercialanthropologist.Study theintersectionbetween people,culture andbrands."2."
    • Use both sides ofyour brain."Creativity comesfrom informedintuition. "3."
    • Always have apoint of view.Have the courageto say what youthink."4."
    • Get smarterevery day."It takes a lot ofhard work to getlucky."5."
    • linkedin.com/wikimurph@wikibrandingWikiBrandingIdeas.comwikibrandingKeep the conversation going.
    • Thank you.
See you in 2043."