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McCann Creative Mentorship


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McCann Creative Mentorship

  1. “ Advertising is not a profession.” Richard Huntington
  2. You learn by doing.
  3. Especially when there’s someone to look after you.
  4. Two problems:
  5. 1. You learn within an imperfect system
  6. 2. How the f**k do you get into the system?
  7. 1. The system
  8. <ul><li>Mediocre Brief </li></ul><ul><li>Little time for ideas </li></ul><ul><li>Poor feedback </li></ul><ul><li>Lots of revisions </li></ul><ul><li>Even less time for ideas </li></ul><ul><li>Even poorer feedback </li></ul><ul><li>Gets approved </li></ul><ul><li>You shoot </li></ul><ul><li>Don’t recognize your idea </li></ul><ul><li>Mediocre brief </li></ul>
  9. Literally, you do not have the right setup for learning
  10. 2. How do you get into the system?
  11. <ul><li>Perception: “it’s hard to get into advertising” </li></ul><ul><li>Reality: “it’s not hard, only a bit too mysterious” </li></ul>
  12. <ul><li>it’s the result of a (dubious) recruitment process </li></ul><ul><li>and not the outcome of a transparent selection process </li></ul>
  13. 3. How does advertising get the best talent?
  14. <ul><li>trial and error </li></ul>
  15. solution
  16. <ul><li>a tool that offers the benefits of the system </li></ul><ul><li>without its shortcomings </li></ul>
  17. <ul><li>a tool that offers a straight path from talent to advertising </li></ul>
  18. <ul><li>and a straight path from advertising to talent </li></ul>
  20. Aaa.. M cCann Creative Me ntor-what!? <ul><li>An interactive creative guidance program </li></ul><ul><li>An online community of future h otshot creatives </li></ul><ul><li>The chance to learn from the ex perience of master practitioners </li></ul>
  21. How does it work?
  22. You will be receivin g a brand new brief each month. Solve it in two weeks. Get feedback within the following week. Get back to work for on e more week, and see if you can come up with the big idea.
  23. the co ncept
  25. How to get in?
  26. <ul><li>we challenge yo u to try your hand </li></ul><ul><li>you hit us with y our best shot </li></ul><ul><li>we take a look a t it </li></ul><ul><li>and then you’re in </li></ul>
  28. Who are the mentors?
  29. <ul><li>senior creative people </li></ul><ul><li>and guests from related creative fields </li></ul>
  30. Coming M ay 20th In the meantime, c heck out the blog at http://creativement
  31. Si da, e p e bune!