This presentation is a summary of the empathy work I did after assuming my current role at The Advertising Federation of Minnesota.

1. how might we?

2. Efficiently create more
experiences that are both
memorable and valuable.

3. Our industry’s landscape
has shifted.

4. Jeff Jones
Chief Marketing Officer
at Target
“ want to give all of us the best chance of success by
I
having assignments that play to the sweet spot of what
those agencies do. I’m not willing to commit to [that
roster being] two agencies or four or 50. We want to
have flexibility.”

5. Clark Kokich
Chairman
at Razorfish
“ hat you need more than expertise is curiosity, someone
W
who’s interested in what’s happening, loves change, and
wants to develop ideas and drive change. If you’re not one
of those people, you’re going to hate what’s going on in
marketing and you won’t be effective. I have friends who
have told me they’re just trying to hang on before people
realize they don’t know what they’re doing. But I don’t
think you can fake it another five years. You’re just not
relevant if you’re fighting the reality of what’s happening.”

6. Trends and 2013 Initiatives
taking place in our backyard
United Health Group
Embracing design thinking
Target
In-house human centered design
General Mills
Employee idea weekends

7. how might we?

8. Go where our clients are
headed while celebrating
individual contributions and
elevating our community.

9. Gaining empathy
by interviewing users

10. SkillShare
Curiosity and the sharing of interests unrelated to your job.

11. Teaching
children
Patiently sharing knowledge and hands on learning.

12. Volunteer
Meet-ups
Informally sharing ideas and lessons learned.

13. The
Art Show
Appreciating the work and creativity of others
in a modular environment.

14. The
Un-conference
A safe place to share and discuss unproven ideas.

15. The
Hackathon
Rapid experimentation and sharing incremental progress.

16. Strategy
for good
Experienced strategist set aside a finite amount of time to
collaborate with young professionals and non-profits.

17. Co-Working
Spaces
Startup incubators as well as fun, informal
and collaborative environments.

18. Point of view
statements

19. The n00b
Sarah the recent graduate interested in understanding and
breaking into the industry needs a way to network with
other professionals who can give her career advice, inspire
her and provide her with opportunities to prove herself
because there are several students just like her and she
finds breaking into the industry difficult and frustrating.

20. The
Rising Star
Jim the emerging professional passionate about
advertising’s ability to inspire people needs a way to show
off his work to his peers and continue to work on interesting
projects because as a mid-level professional he only works
on brands with established brand guidelines and is unable
to push the envelope.

21. The
Contributor
Robert the passionate hard working volunteer who believes
in the organization needs a way to be recognized for his
contributions because though volunteering is a labor of love
he enjoys, he would like to have his time investment lead to
an accelerated career.

22. The
Thought
Leader
Rick the ambitious industry professional with a clear
career path in mind needs a way to continue to build his
professional network and be known for his opinions which
he hopes will get him noticed for his next role because
he is impatient and would like to accelerate his career
by building his personal brand, being recognized for his
opinions, communication style and perspectives.

23. The
Legend
James the down to earth, accomplished advertising
veteran needs a way to share his experiences and mentor
the next generation of professionals because though
he is extremely busy with life and the responsibilities
associated with his career’s next chapter, he hasn’t
forgotten that it was the advice and guidance of his
mentors that got him where he is today.

24. The
Salaried
Catalyst
Jennifer the recruiter passionate about placing her
carefully nurtured candidates into roles they will both
enjoy and excel in needs a way to more efficiently meet
and create meaningful relationships with more quality
candidates because she realizes our industry has evolved
and candidates now need to be more than a resume fit.
They also need to be collaborative and a cultural fit.

25. What will we as a community
be known for?

26. Thank you for taking the time
to review this document.
If you have any questions,
thoughts or ideas please drop
me a line.
Garrio Harrison
Linkedin: www.linkedin.com/garrioharrison
Google Plus: +Garrio Harrison