032911 jwu ad_class

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Presentation by Jenny Dahl to the Creativity in Advertising class at JWU on March 29, 2011

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032911 jwu ad_class

  1. 1. SO YOU WANT TO WORK IN ADVERTISINGJenny Dahl //Account DirectorCactus Marketing Communicationsjenny@sharpideas.com@Denverdahlfacebook.com/DenverDahllinkedin.com/in/jennydahlMarch 29, 2011
  2. 2. THIS DECK IS ABOUT WHAT I KNOWOverview of Account ServicesA Little AdviceAnd Then We’ll Talk About You Text
  3. 3. WHAT THE HELL IS AN ACCOUNT EXECUTIVE? Text
  4. 4. WHAT THE HELL IS AN ACCOUNT EXECUTIVE? Text
  5. 5. WHAT THE HELL IS AN ACCOUNT EXECUTIVE? Text
  6. 6. WHAT THE HELL IS AN ACCOUNT EXECUTIVE? Text
  7. 7. ACCORDING TO WIKIPEDIAAgencies appoint account executives to liaise with clients. The accountexecutives need to be sufficiently aware of the client’s needs and desires thatcan be instructed to the agency’s personnel and should get approval from theclients on the agency’s recommendations to the clients. Creativity andmarketing acumen are the needed area of the client service people. They workclosely with the specialists in each field. The account manager will develop acreative brief, usually about a page that gives direction to the creative team.The creative brief often includes information about the target audience andtheir attitudes and behaviors. The creative team will take the brief and, awareof their parameters, develop original copy and graphics depending on mediastrategy. Text
  8. 8. The chief role of account executives is to extract the very bestpossible work from the other departments of the agency.David Ogilvy1963
  9. 9. “CONSTRUIMUS BATUIMUS”
  10. 10. “WE BUILD. WE FIGHT.”
  11. 11. “WE BUILD. WE FIGHT.”
  12. 12. “WE BUILD. WE FIGHT.”
  13. 13. Or Said Another Way...We Create An Environment Where Great Ideas Can LiveJeff Steinhour, CP+B
  14. 14. And We Really Have One Basic Tool.Communication.Creating Understanding Where There WasConfusion, Making The Complex Simple. Text
  15. 15. We use language and writing to addvalue to the processMight be:Lists to keep track of what needs to get doneSchedules to plan out whenBudgets to determine how much to spendMeetings and conversations to keep everyone coordinated
  16. 16. Hal Riney Said Account People Should BeSecond Best At Every Job In The Agency.That’s True, But We Must Be The BestCommunicators In The Building.
  17. 17. GLEAN INFORMATIONFROM DATAMany times, making clear communication means less-is-more. A good brief(or feedback email or conversation or plan) filters the tons of client “data” weget into relevant “information” for creatives. They, in turn, filter theinformation into understandable content for consumer consumption. Data from the Client Information after the Accounts filter Creative filter Consumer message
  18. 18. Before Text
  19. 19. Before After Text
  20. 20. Client
  21. 21. Client
  22. 22. Client Account Service
  23. 23. Client Account Service Communication
  24. 24. Client Traffic Account Service Communication
  25. 25. Client Traffic Organization Account Service Communication
  26. 26. Client Traffic Organization Account Creative Service Communication
  27. 27. Client Traffic Organization Account Creative Service Communication Ideas
  28. 28. Client Traffic Organization Account Creative Service Communication Ideas Production
  29. 29. Client Traffic Organization Account Creative Service Communication Ideas Production Making Shit
  30. 30. Client Traffic Organization Account Creative Service Communication Ideas Production Making Shit Strategy & Planning
  31. 31. Client Traffic Organization Account Creative Service Communication Ideas Production Making Shit Strategy & Planning Insights
  32. 32. Client Traffic Organization Account Creative Service Communication Ideas Production Media Making Shit Strategy & Planning Insights
  33. 33. Client Traffic Organization Account Creative Service Communication Ideas Production Media Making Shit Distribution Strategy & Planning Insights
  34. 34. If We Don’t Add Value, The Client ShouldJust Call The Partners Directly.
  35. 35. SOME ADVICE
  36. 36. FIND THE JOB YOU LOVE Text
  37. 37. MIND YOUR PERSONAL BRAND Text
  38. 38. USE YOUR BACKGROUND/EXPERIENCE/KNOWLEDGE Text
  39. 39. USE YOUR BACKGROUND/EXPERIENCE/KNOWLEDGEIf someone ever tells you “you don’t have the right background for thisjob” 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 themerging of two ideas that had no business being merged. Text
  40. 40. USE YOUR BACKGROUND/EXPERIENCE/KNOWLEDGEIf someone ever tells you “you don’t have the right background for thisjob” 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 themerging of two ideas that had no business being merged. Text
  41. 41. USE YOUR BACKGROUND/EXPERIENCE/KNOWLEDGEIf someone ever tells you “you don’t have the right background for thisjob” 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 themerging of two ideas that had no business being merged. Text
  42. 42. USE YOUR BACKGROUND/EXPERIENCE/KNOWLEDGE +If someone ever tells you “you don’t have the right background for thisjob” 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 themerging of two ideas that had no business being merged. Text
  43. 43. USE YOUR BACKGROUND/EXPERIENCE/KNOWLEDGE +If someone ever tells you “you don’t have the right background for thisjob” 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 themerging of two ideas that had no business being merged. Text
  44. 44. USE YOUR BACKGROUND/EXPERIENCE/KNOWLEDGE + =If someone ever tells you “you don’t have the right background for thisjob” 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 themerging of two ideas that had no business being merged. Text
  45. 45. USE YOUR BACKGROUND/EXPERIENCE/KNOWLEDGE + =If someone ever tells you “you don’t have the right background for thisjob” 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 themerging of two ideas that had no business being merged. Text
  46. 46. FIND INSPIRATION EVERYWHERE <iframe title="YouTube video player" width="480" height="390" src="http://www.youtube.com/embed/pGWU4QhJ4L8" frameborder="0" allowfullscreen></iframe> Text
  47. 47. Whether your goal is to work on the agency side, or client-side:Always be searching. Text
  48. 48. Whether your goal is to work on the agency side, or client-side:Always be searching.Great work Text
  49. 49. Whether your goal is to work on the agency side, or client-side:Always be searching.Great work Inspiration Text
  50. 50. Whether your goal is to work on the agency side, or client-side:Always be searching.Great work Best practices Inspiration Text
  51. 51. Whether your goal is to work on the agency side, or client-side:Always be searching.Great work Best practices InspirationAstounding technology Text
  52. 52. Whether your goal is to work on the agency side, or client-side:Always be searching.Great work Best practices InspirationAstounding technology New ideas Text
  53. 53. Whether your goal is to work on the agency side, or client-side:Always be searching.Great work Best practices InspirationAstounding technology New friends (just don’t diss your old ones) New ideas Text
  54. 54. Whether your goal is to work on the agency side, or client-side:Always be searching.Great work Best practices Inspiration New chemistryAstounding technology New friends (just don’t diss your old ones) New ideas Text
  55. 55. Whether your goal is to work on the agency side, or client-side:Always be searching.Great work Best practices Inspiration New chemistryAstounding technology New friends (just don’t diss your old ones) New ideas New ways to apply old chemistry Text
  56. 56. Whether your goal is to work on the agency side, or client-side:Always be searching.Great work Best practices Inspiration New chemistryAstounding technology New friends (just don’t diss your old ones) New talent New ideas New ways to apply old chemistry Text
  57. 57. Whether your goal is to work on the agency side, or client-side:Always be searching.Great work Best practices Inspiration New chemistryAstounding technology New friends (just don’t diss your old ones) New talent New ideas New ways to apply old chemistry Text
  58. 58. Always be searching.Great work Best practices Inspiration New chemistryAstounding technology New friends (just don’t diss your old ones) New talent New ideas New ways to apply old chemistry Text
  59. 59. Always be searching. Netvibes.comSet up a digital news dashboard: google.com/igYou can use Netvibes or igoogle. Pull in feeds fromWired, Fast Company, Tech Crunch, Wired.comEngadget, Technorati, Mashable, and the New York Fastcompany.comTimes, at a minimum. Check your feeds everymorning. Techcrunch.com Engadget.comShare the news you find interesting with your Technorati.comcolleagues through Twitter or other messaging tools. Mashable.comMake the learning a social activity. NYTimes.comYou’re already doing it with the photos from that party Twitter.comlast night, right? Delicious.com Twine.com Text Stumbleupon.com
  60. 60. Read magazines that influence culture Eating The Big Fish, Adam Morgan and report on it, so you know what theStuff to readANNUAL SHOWS: The End of Print, David Carson & Lewis Blackwell Execution, Larry Bossidy creative teams you work with areOne Show Advertising (hardbound annual) referring to. Freakonomics, Steven D. Leavitt & Stephen J. DunbarCommunication Arts Advertising (softcover annual) Alt Good To Great, Jim CollinsMPA Kelly Awards (Insert to Advertising Age/Adweek) Arena Hey Whipple Squeeze This, Luke SullivanCannes Advertising Festival Winners Reel Big The Hucksters, Frederic Wakeman Black Book Inventing Desire, Karen StabinerTRADE PERIODICALS: CityAdweek Its Not How Good You Are, Its How Good CMJBrandweek You Want To Be, Paul Arden Dazed & ConfusedAdvertising Age Just Do It, Donald R. Katz The FaceAd Age’s Creativity The Long Tail, Chris Anderson The FaderStuart Elliot’s NY Times advertising column Lovemarks, Kevin Roberts FlauntCommunication Arts Mad Ave, Various/NY Art Directors Club Giant RobotCMYK (showcase of student work) Madison Avenue USA, Martin Mayer i-DOne. A Magazine. (published by The One Club) The Mirror Makers, Stephen Fox JuxtapozLuerzer’s International Archive Ogilvy On Advertising, David Ogilvy Mojo The Organization Man, William WhyteBOOKS: Urb Perfect Pitch, Jon SteelAdcult USA, James B. Twitchell Paper Purple Cow, Seth GodinAdvertising Today, Warren Berger Purple Strategic Intuition, William DugganThe Art of Advertising, George Lois Q Swoosh, J.B. Strasser and Laurie BecklundThe Art of Client Service, Robert Solomon Res Tipping Point, Malcolm GladwellThe Art of Innovation, Tom Kelley Surface Truth, Lies & Advertising, Jon SteelThe Art of War, Sun Tzu Tokion Under The Radar, John Bond & Richard KirshenbaumBeyond Disruption, Jean-Marie Dru Trace Whatever You Think, Think The Opposite, Paul ArdenBill Bernbachs Book, Bob Levenson ViceConquest of Cool, Thomas Frank When Advertising Tried Harder, Larry Dobrow Where The Suckers Moon, Randall Rothenberg Wallpaper TextThe Cultural Creatives, Paul H. Ray Wired Start With Why, Simon Sinek
  61. 61. 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. Dont 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 dont be vague when you interview. Know Stay humble. The day what you want to be. you think youre not a hack, youre done. Be gracious. Internships, Internships, Internships!Make a portfolio of the work you’ve helped I cannot stress this enough. Theproduce - 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 offyour digital-native status. Dont be afraid of working hard- dont 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
  62. 62. More Advice... Learn how to see the big picture. Learn to Dont 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 dontknow everything and you can always The digi-social revolution is happeninglearn from others. now. Dont be afraid of tomorrows technology, embrace it. It will be one of your biggest assets in the world.Join some advertising clubs. This is a great way tomeet professionals in the industry, ask questions &make connections. Also, a great way to hear aboutwhos hiring before jobs are posted online. You can either be your biggest champion or potentially your worst enemy. You get to choose. Text
  63. 63. HOW ABOUT YOU?
  64. 64. Client Traffic Organization Account Creative Service Communication Ideas Production Media Production Distribution Planning Insights
  65. 65. Where do you see yourself?Client Traffic Organization Account Creative Service Communication Ideas Production Media Production Distribution Planning Insights
  66. 66. Client
  67. 67. Client
  68. 68. Client Account Service
  69. 69. Client Account Service Communication
  70. 70. Client Traffic Account Service Communication
  71. 71. Client Traffic Organization Account Service Communication
  72. 72. Client Traffic Organization Account Creative Service Communication
  73. 73. Client Traffic Organization Account Creative Service Communication Ideas
  74. 74. Client Traffic Organization Account Creative Service Communication Ideas Production
  75. 75. Client Traffic Organization Account Creative Service Communication Ideas Production Making Shit
  76. 76. Client Traffic Organization Account Creative Service Communication Ideas Production Making Shit Strategy & Planning
  77. 77. Client Traffic Organization Account Creative Service Communication Ideas Production Making Shit Strategy & Planning Insights
  78. 78. Client Traffic Organization Account Creative Service Communication Ideas Production Media Making Shit Strategy & Planning Insights
  79. 79. Client Traffic Organization Account Creative Service Communication Ideas Production Media Making Shit Distribution Strategy & Planning Insights
  80. 80. Where do you see yourself?Client Traffic Organization Account Creative Service Communication Ideas Production Media Making Shit Distribution Strategy & Planning Insights
  81. 81. THAT’S PRETTY MUCH ITJenny Dahl //Cactus Marketing Communicationsjenny@sharpideas.com@Denverdahlfacebook.com/DenverDahllinkedin.com/in/jennydahl Get the deck here: ADD QR CODE

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