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.

1. 30 years in 30 minutes:
Looking back so you can look forward to a great career.
David Murphy
Founder & Serial Thought Provoker
wikibranding

2. 2043"

3. Advertising sits at the
intersection of business,
pop culture, entertainment,
anthropology, psychology,
technology, societal trends
and just about everything."

4. Mad Men The perception of a career in advertising:!

5. 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:!

6. Marketing’s new normal.!
Why go into advertising?!
How to get the interview?!
What does it take to succeed?!
Pursue a
profession."
Not a job.

7. My teachers through the years.

8. Marketing’s new
normal breaks
with the past.

9. Communications today are
consumed differently.
The way in which we build
brands must evolve as well.

10. Marketing’s new
normal liberates us
from antiquated
vocabulary.

11. In rejects labels such
as “traditional vs.
non traditional
marketing.”

12. There is only traditional
thinking.
(And this is punishable by
irrelevance.)

13. It views labels such
as “new media” as
old ideas.

14. If you want to make
anyone under 40 laugh,
refer to the web as “new
media.”
Ditto for mobile.

15. It refuses to allow
“online and offline” to
live in silos.

16. In an era of QR codes and
second screen viewing, is
anything really offline?

17. It doesn’t use “brand
advertising” to mean
TV and print.

18. The internet is the most
powerful brand building
tool ever. Storytelling.
Experiences. Sight,
sound, motion. Peer
endorsement.

19. It fully recognizes the
strategic value of TV,
print and outdoor.

20. Good luck reaching B2B execs
with a viral video, or my mom
through Twitter. Let me know how
efficient your street teams are in
reaching millions of guys relative
to a spot on an NFL game.

21. The new normal
embraces media as a
source of creativity.

22. How and where a brand
shows up can be as
important as what it says.

23. It relishes metrics,
both hard and soft.

24. Ignore store traffic and nobody will care
about the awareness gain.
Click-through rates at the expense of
emotional relevance and differentiation will
not matter as the brand degrades to
commodity status.
True marketing professionals balance these
seemingly conflicting goals.

25. One thing will never
change: We must
build strong brands.

26. Products become brands by
creating empathetic
relationships with customers.
Brands become enduring,
profitable assets when they
deliver relevant differentiation.

27. Relevance = volume
Differentiation = margin

28. What’s true in life
is true in
marketing.

29. The way in which we form
personal relationships
mirrors how we form brand
relationships.

30. We tend to have our
deepest and most lasting
relationships with people
who share our values; our
beliefs; our sense of
humor; our sense of style.

31. Brand empathy occurs
when customers project
themselves onto the brand.
Define a brand's source of
empathy and you'll find its
essential truth.

32. Developed before hyper-
competition. Ignores the
wonderfully irrational nature of
human beings, aka consumers.
Developed in a mass media age.
Ignores the nonlinear nature of media
consumption.
Empathic branding is modeled on the way in which people form personal
relationships – empathy, experiences, endorsement and energy.
The 4Ps
AIDA
The “4Es”

33. Empathy
Endorsement
Energy
Experiences

34. Experiences form beliefs
Unique interactions
Media context
Brand associations
Momentum conveys leadership
Events
New services
Alliances and content
Media channels
Empathic Marketing
Empathy drives personal relevance
Shared point of view
Shared values
Engage via passion points
Empathy! Experiences
Energy!
Perceptions
Behaviors
Peer review deepens commitment
Social media
WOM
PR
Endorsement

35. Empathic
branding is about
persuasion.

36. We are not in the advertising business.
We’re in the persuasion business.
Empathic branding helps marketers develop
more persuasive campaigns through a more
customer-centered framework.

37. Why choose a
career in
advertising?"

38. To go through every
day and find
inspiration from
everything you see–
never stop learning."

39. Go online at home –
see Ciroc pre-roll video.
Visit Facebook –
see Target promotion.
Attend presentation on a new
cocktail app
See trend research on
Millennial Men.
Watch Modern Family –
get product placement idea.
Read article in Maxim on
new cocktail trends.
Go out to bar with friends –
observe what people order.
Read Wired article on the
effectiveness of mobile gaming.
Visit Pinterest –
Notice boards on new styles.
Read blog post
about vodka taste tests.
24/7 inspiration"
If you worked on SKYY Vodka

40. To help corporations
understand why they
exist in the
customer’s world–
their true north."

42. To be in a profession
that values the
Millennial Generation
and needs your
talents."

43. we > me

44. Digital
we > me

45. Multicultural
Digital
we > me

46. Be heard
Multicultural
Digital
we > me

47. Make a
differenceBe heard
Multicultural
Digital
we > me

48. Self
expression
Make a
differenceBe heard
Multicultural
Digital
we > me

49. To know you can
succeed through
creativity, courage
and leadership–
disrespecting the
status quo."

50. How to get the
interview."

51. This removes the pressure that you’re
expecting a job – more likely to get the
appointment.!
This flatters the person you’re contacting
– you’re soliciting their counsel.!
Ask for an
“informational
interview.”"

52. Aspiring creatives – convey a unique
style of writing or design…don’t imitate.!
Aspiring media planners – have a point of
view on media convergence – e.g.,
second screen viewing.!
Aspiring account managers – show that
you’re following macro business trends.!
Aspiring strategic planners – have a point
of view on a specific cultural trend.!
Have a point of
difference."

53. Know one or two famous case studies.!
Cite current campaigns you admire.!
Show that you’ve read a book or two on
brand marketing, consumer psychology,
anthropology, etc.!
Know more
about brands
than anyone."

54. Connect your hobbies and passions to
my client list.!
Show you can help us better understand
social media from a heavy user
standpoint.!
Tell me how that summer job in a grocery
store helped you observe how people
shop.!
Tell me how our agency’s mission
connects deeply with your values.!
Help me imagine
how you’ll add
value. "

55. Write a blog about something you’re
passionate about – show that you have a
point of view.!
Open a second twitter account that deals
only with advertising and marketing
issues.!
Have a Pinterest board that posts
designs, ads, websites, etc that you
admire.!
Show me that
you’re already
plugged in."

56. Write well. Be interesting. Be brief.!
Design well. Show that you appreciate
aesthetics.!
Speak well. Be confident. Make eye
contact. (Remember that I need you
more than you need me.)!
Demonstrate how your English literature,
psychology, anthropology and art history
classes have prepared you.!
Show that you
belong in
communications."

57. Know something about my agency.!
Know something about me – maybe
something we have in common.!
Know something about one or two of our
clients.!
Show that you do
your homework."

58. How to succeed in
this business."

59. Understand brand
equity. How to
define it. How to
build it."
1."

60. This is a product."

61. This is brand equity."
Progressive individuals who
embrace smart solutions."

62. Be a commercial
anthropologist.
Study the
intersection
between people,
culture and
brands."
2."

63. Use both sides of
your brain."
Creativity comes
from informed
intuition. "
3."

64. Always have a
point of view.
Have the courage
to say what you
think."
4."

65. Get smarter
every day."
It takes a lot of
hard work to get
lucky."
5."

66. linkedin.com/wikimurph
@wikibranding
WikiBrandingIdeas.comwikibranding
Keep the conversation going.

67. Thank you.
See you in 2043."