How digital differs - for aspiring female CDs in advertising
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Women creatives trying to get ahead in advertising need every advantage they can get. In this presentation, I make the case that being digital can make the difference. And that further, women creatives are good at digital because it’s technology + storytelling + relationship building. I first presented this deck at The 2012 3% Conference. The deck was co-authored by Jeff Miller of JM Creative.
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How digital differs - for aspiring female CDs in advertising
- 1. HOW DIGITAL DIFFERS (for aspiring women CDs)
- 3. COME ON IN (the water’s fine)
- 4. IF YOU’VE GOT THE GOODS (the seat is yours)
- 7. SOCIAL
- 8. MOBILE
- 9. CONTENT
- 10. RETAIL
- 14. DO WHAT YOU GOTTA DO (to fill them)
- 15. THEN USE WHAT GOD GAVE YOU (relationship skills)
- 16. WOMEN MAKE GREAT DIGITAL CDs
- 17. LET’S CHANGE ADVERTISING (1 woman CD at a time)
- 18. friend, follow, connect with me: @rebrivved rebeccarivera.com
Editor's Notes
- Pres will be available for download. Let’s define the obstacles; opportunities; requirements. Concrete takeaways.
- General advertising is a crowded high dive platform, with only a bucket to dive into. Digital is a much less crowded platform, with an ocean of opportunity. It’s the future.
- General advertising is shrinking. Digital is continuing to expand. The high-dive platform metaphor.
- Digital is the way in. There are fewer qualified candidates to choose from. Ad agencies need whoever can do the job. If you have the skillset, talent, and insight, you’ve got a good shot at this seat. Technology + Storytelling + Relationship building. DIGITAL IS: Using technology to tell a great brand story; delivering that story to the right person at the right time in the right way, over time in a multitude of channels. You don’t need a tech background, you need a solid understanding of technology, a variety of skillsets, the ability to multi-task and interface with different groups of people, and a desire to never stop learning. You either have creative talent or not and can expand on a story, connecting the dots to make each channel wok its brand magic. Who is better at this than women? We’re hardwired to nurture and build relationships. It’s no surprise that Sheryl Sandberg comes from a digital property.
- A boatload of channels. 1 distributed experience. I’d argue that we’re good at digital because we’re better at nurturing relationships over time.
- Micro sites, transactional sites, HTML5 sites, blogs; Standard iMedia, page takeovers, video, Facebook iMedia, mobile iMedia
- Besides Pinterest, Facebook, Twitter, Linked IN there’s Google+, YouTube, Quora, Flickr, myspace, tumbler, blogspot, posterous, vimeo, skillshare, orkut
- Apps WAP sites Ads (phone, tablet) Location-based technology (Foursquare, Groupon, Level up)
- YouTube videos Branded content Blog posts, whitepapers, infographics (Content placement and partnerships: YouTube, Vimeo, distributed video platforms, publications, blogger partners)
- Online storefront (amazon) Distributed retail In-store experiences Retail partnerships
- Visual of all things RETAIL 3D projected installations Augmented reality Gaming (Zynga, etc.) QR codes Events 3D projected installations Augmented reality Gaming (Zynga, etc.) QR codes Events
- You don’t have to be all things but as Shira will tell you, you need to be able to speak iintelligently about and interface with many different disciplines within and outside the agency
- Not every agency expects you to be all these things. But the more experience you have, the better.
- NO EXCUSES. Technology, platforms, trends can all be learned. Take classes, Internships, Network, Info interviews, Mentors Do what you have to do
- If you’re a CD, you must be talented. And if you’re a woman, you’re inherently more capable than most male CDs at building relationships.
- We are uniquely qualified to occupy the digital seat. And it’s a seat we actually like sitting in. We are born relationship builders, have the talent to tell the story to a variety of audiences, and are every bit as adept at technology as our male counterparts.
- I can’t change an entire industry. Can you? NO. Here’s what we can do. We can occupy 1 digital seat and change advertising. 1 woman CD at a time.
- I can’t change an entire industry. Can you? NO. Here’s what we can do. We can occupy 1 digital seat and change advertising. 1 woman CD at a time.