Fallon's Rocky Novak (@rockynovak) Director of Digital Development, and Aki Spicer (@akispicer), Director of Digital Strategy present 15 Things You Should Know (but aren’t likely hearing) About Starting Your Career in Advertising. Advice at the intersection of Inspiration and "Scared Straight."
@University of Minnesota Ad Club, November 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
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
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
Long version case study
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
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