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15 #Winning Ideas
for young hopefuls seeking to enter advertising
November, 16, 2011
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)
We are…



Rocky Novak                                                                 Aki Spicer
                                                          Director of Digital Strategy
Director of Digital Development
Fallon                                                                          Fallon
Seasoned Media Strategist                                  Veteran Planning Director
Carlson MBA                                                           Blogger/Author


                       Adjunct Professors, UMN, Intro to eMarketing
 Core          Values
The single-minded devotion to and belief
in 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.
Production
     Creative
                         Account Planning
   Project Management
                               Interactive
       Design
                   Analytics
 Media Planning
                        Connection Planning
              Account Management

                                            Media Buying
Video Production
                     User Experience Design
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 management




Website design & development                Rich media units                    Lenticulars               Loyalty programs                        TV
Cadillac is   Red-blooded Luxury
Belissimo
Insight

Our Expertise Makes a Difference



   MORE MONEY FOR YOU



                      PROVE IT…
Case Video
Insight

Retell a 143-year-old story in a modern way.



THE WHITE RABBIT EXPERIENCE
So You, Too, Want A Career in Advertising?
Technology in advertising is #winning.
Start to speak fluent geek.
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?
It ain’t the "social network.”
It’s the social web, stupid.
Users’ lives are increasingly complex.
Manage the new complexity.
You’re a salesman. And the best salesmen…
Make something that people want.




21
Swiss Army knife provides infinite value.
Be the Swiss Army knife of whatever you do.




22
Haters actually are gonna hate.
Brush that dirt off your shoulder.
It will be long hours in close quarters.
Have fun.




24
Whatever your job, forget it.
Your real job is to facilitate the group dynamic.




25
In an age of infinite choice, data and distraction…
Focus on what’s really important.
Don’t make career decisions based on cash.
*You won’t see big cash for many years.
In an organization, you’ll get lost amidst the noise.
Work the halls, work the walls.
(Advertising) life is hard.
Don’t moan it, own it.
One day, “digital” will become a nostalgic concept.
Start getting Post-Digital.




30
Nobody wants to work with an asshole.
Be friggin’ nice.




31
15 #Winning Ideas
for young hopefuls seeking to enter advertising

1)  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.

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

  • 1. 15 #Winning Ideas for young hopefuls seeking to enter advertising November, 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 Strategy Director of Digital Development Fallon Fallon Seasoned Media Strategist Veteran Planning Director Carlson MBA Blogger/Author Adjunct Professors, UMN, Intro to eMarketing
  • 4.
  • 5.
  • 6.  Core Values The single-minded devotion to and belief in 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.
  • 7. Production Creative Account Planning Project Management Interactive Design Analytics Media Planning Connection Planning Account Management Media Buying Video Production User Experience Design
  • 8. 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 management Website design & development Rich media units Lenticulars Loyalty programs TV
  • 9. Cadillac is Red-blooded Luxury
  • 11.
  • 12. Insight Our Expertise Makes a Difference MORE MONEY FOR YOU PROVE IT…
  • 14. Insight Retell a 143-year-old story in a modern way. THE WHITE RABBIT EXPERIENCE
  • 15.
  • 16. So You, Too, Want A Career in Advertising?
  • 17. Technology in advertising is #winning. Start to speak fluent geek.
  • 18. 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?
  • 19. It ain’t the "social network.” It’s the social web, stupid.
  • 20. Users’ lives are increasingly complex. Manage the new complexity.
  • 21. You’re a salesman. And the best salesmen… Make something that people want. 21
  • 22. Swiss Army knife provides infinite value. Be the Swiss Army knife of whatever you do. 22
  • 23. Haters actually are gonna hate. Brush that dirt off your shoulder.
  • 24. It will be long hours in close quarters. Have fun. 24
  • 25. Whatever your job, forget it. Your real job is to facilitate the group dynamic. 25
  • 26. In an age of infinite choice, data and distraction… Focus on what’s really important.
  • 27. Don’t make career decisions based on cash. *You won’t see big cash for many years.
  • 28. In an organization, you’ll get lost amidst the noise. Work the halls, work the walls.
  • 29. (Advertising) life is hard. Don’t moan it, own it.
  • 30. One day, “digital” will become a nostalgic concept. Start getting Post-Digital. 30
  • 31. Nobody wants to work with an asshole. Be friggin’ nice. 31
  • 32. 15 #Winning Ideas for young hopefuls seeking to enter advertising 1)  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.

Editor's Notes

  1. Long version case study
  2. 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
  3. 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