I am a Brandcenter graduate student at VCU and a graduate from the VCU Mass Communication program with a focus in Creative Advertising. I started this blog as a class assignment but have decided to use it to express more of myself and my views of art, advertising, and life in general. I fill two roles in almost every group I'm in: The Wedding Specialist (I love weddings & design) and Mom (I'm not actually a mom but rather have very mom-like tendencies.)
Our Friday Forum speaker this week, Jazz Studies Director, Antonio García. As well said by Roux, who introduced Mr. Garcia, "sometimes some of the most creative people in the world don't have the word 'Creative' in front of their name or title." Well said Roux and so true. Very excited to have Mr. García here today to break up our speaker series.
(To clarify, I have not had the pleasure of meeting Lara. I found all this information and more from being an avid magazine and blog reader of her two sites laracasey.com or southernweddings.com. If you want to know more about Ms. Lara you can simply visit either of these blogs. She is a very open person, which is one of the things I find refreshing and admirable about her.)
What She Loves: Weddings, her family & friends, and her faith
What Kind of Entrepreneur She is: Lara is a media entrepreneur. Some, even her, may say she fell into media. She started a blog to keep her mind off her husband's deployment. A blog that seemingly turned small publication over night into something that has become so much more now. As she claims several times between her blogs, she has no journalism or publishing experience, but she encouraged brides to dream big. Now she also puts that "dream big" mentality into helping others start building their own brands and businesses from the ground. She didn't do a study and find an open space in a crowded market. She followed a passion and grew it into a career. With the response of an email she is continuing to help change people from the inside out as she did in New York with the Making Things Happen movement.
Why is She Inspiring: Lara is so open and so genuine on her blog. You can tell that she is a natural sweetheart with a true Southern kindness that is hard to come by. Her openness about her journey to get where she is today is very raw and truthful, but not in a poor-pitiful-me way but in a way that feels like you are talking to a friend. But beyond that she is passionate. She has turned her passion beyond something that serves herself but something that serves others. She knows the road to your dreams is hard, scary, and she recognizes that feeling alone on this journey is a likely emotion. She shows woman that have dreams bigger than Texas that it can all be achieved, though. She is encouraging and kind. And the fact that she is able to make you feel those emotions without ever even meeting her is a pretty powerful ability.
Where is She Now: Lara currently lives in Chapel Hill, NC. According to her blog she is currently writing a book until the end of April. Along with Emily, her trusted Making It Happen partner and a few other close friends and speakers, she will be hosting a 2-day Making Things Happen intensive March 31 through April 1 (sorry, they're already sold out.) I hope to one year be able to attend one of her conferences or even meet Lara, as I think she would make a wonderful mentor.
Good luck on your book Lara, should you ever read this. Thank you for being an Inspiring Entrepreneur. Way to make your passion work for you.
To learn more about Lara, the Making It Happen movement, or Southern Weddings Magazine please visit www.laracasey.com, SouthernWeddings.com, or www.makingthingshappen.com.
R/GA changes models about every 9 years. They are currently at the end of being a digital agency and the beginning of being an integrated agency.
Case Studies
We do work that goes from 6 seconds to 6 months; that fits in and stands out at the same time. That meaning it fit in but is so good people want to share it. We plan everything from a 6 second Vine to a 6 month running campaign.
Beats Music & Beats by Dr. Dre.
The human element is missing from the discovery of music today. Spotify is great but is more of an algorithm for sending you suggestions vs the personal touch you used to get from record stores or friends.
They knew they needed something that was mobile bc they knew headphones are plugged into a phone more often than a computer now. So they built an app for Beats. The app includes an interactive area similar to a mad-lib that helped filter music for you in a moment. This was so popular that people started to take screen shots of their filter and share them organically in social media.
The thing that makes Beats so different from any other software is they built it knowing “the only thing more important than the song that’s playing now is the song that comes after.” The music lists that come up are created by real people knowing why “the stones go with Aretha Franklin.” They aren’t a created solely with an algorithm but have real
people behind them.
I just realized for the first time in forever, or what feels like forever, I have no plan. I've always had one and in 4 months I have no idea what I'm doing.
Ryan started the Buzz for his office. They started a WOM department.
From this department came the word “metrosexual.”
He now teaches 2 classes at NYU along with running the Berger Shop.
Advertising Philosophies:
Traditional advertising is boring and probably dead. There are no tag lines now it’s hashtags.
Need to give brands a role in culture. This means living in the cultural circle. Examples of these are Apple, Nike, Facebook, and Starbucks.
You can exist solely in digital. You need to exist in the physical world too.
Berger Shop Work/Clients:
The Knicks
Jaguar
SnapCall
LA Times
Hornitos
Hot Box
The Berger Shop is a “social and cultural idea consultancy.”
Don’t focus on “above the line” ad stuff (tv, print, out of home.) They do focus on below the line ad materials - Social media, digital innovation, influencer marketing, guerrilla stunts, sponsorships, nightlife promotions, etc.
"We try to find the space to connect your physical and your digital life."
Case Studies:
Outcast + Polaroid Buzz
Jaguar + Gorgeous Is…
I think my first post and honor goes to my well deserving mother, Rebecca Abecassis.
About Rebecca:
Rebecca started as a military wife at age 21. Moving around from Virginia to Iceland, Iceland to Washington state, and then back to Virginia with two babies in tow didn't leave much time for attending classes. A few years after returning to Virginia Rebecca decided it was time to go back to school. After several years of working full-time followed by night classes she received her Bachelor's and then her Master's. While Rebecca enjoyed her full-time job she knew there was something she was still a little more passionate about.
What She Loves: Knitting, Fair trade, Regional, and Organic Products.
What Kind of Entrepreneur She Is: Rebecca had always been passionate about Fair Trade items. She is about sustainability for the Earth and for communities but found there was a lack of availability of products that fit this bill in the small town where she lived. So she decided to fix that. She opened Knit Wit Yarn Shop in Fall 2010 in Sperryville, VA. The store sold over 20 types of yarn, from different weights and fibers to local to organic yarns. Rebecca also introduced Fair Trade products into her store that helped support women in foreign countries.
Why is She Inspiring: Rebecca is inspiring for many reasons (other than the fact that she's my mom and I look up to her). She proves that if you have a dream it doesn't matter when you decide to go after it in life. It can be right out of college or years down the road. If you have something you love it's never to late to make your idea something real. Something you wouldn't know, but she also still works her full-time job 5 days a week and "works" at the shop on the weekends. To her it's not work though, she loves being at the store, rearranging displays, and talking to customers. To her it's her passion and something fun for her to do.
Where is She Now: Rebecca received such a positive welcoming that she was able to move into a larger space within two years of her grand opening. She was then able to expand her store into two spaces in her new building and is now planning to expand into a third section of the building. She has now even started to create partnerships with other local artisans and is planning to open a new store focused on local coffees, teas, and hand crafter kitchen items. Rebecca has also been able to create jobs with the success of her store and currently employees 3 workers.
Thank you Rebecca (Mom) for being an Inspiring Entrepreneur. You took something you were passionate about and turned it into a business you love. Way to make passion work for you.
Visit Knit Wit Yarn Shop at www.knitwityarnshop.com or on Facebook https://www.facebook.com/KnitWitYarnShop.
These are the things I have found to be the most important:
1. To really love what I do. This has been my number one priority since I started working. I always wanted to love what I was doing and the people I was doing it with. If you love your career then it's not work, it's a passion. (I'm sure I stole that from somewhere, thank you whoever said this originally.)
2. To find strong female mentors. This could mean in the work place or in life in general. My mom always taught me that I'm just as smart and strong as any man and can support myself. I look for women who feel the same way, who are inspiring, and make me want to build myself in a similar way.
3. Entrepreneurship. I have always been intrigued by the idea of working for myself or helping other people achieve their dreams. Ideas happen every minute of the day and it takes a strong, confident person to act on those dreams and make them real life things. If you're willing to take the plunge I think you deserve some help.
4. Be Inspired (Inspiring). Inspiration comes in many shapes and sizes. It could be a person, creative work, a great strategy, or an act of kindness. I also want to inspire people, whether it's through my work ethic, the way I handle stress, the work that I create, or the things that I say. I think everyone makes an impact on other people every day and I'd like mine to be a positive one.
With all that said, I have really been looking for people who kind of fill these shoes for me. People I can model my career or my life after. On the path to my career I have found several women who inspire me and kind of hit all of these points for me. To give these women a little credit where it is due and possibly share their success to inspire a few other woman I'm going to do a short post series this week of Inspiring Entrepreneurial Women.
While I'm in school for Brand Management I do love design. Here is a backdrop I designed for a cover letter for a client side position. Hoping it makes me a little different, and shows how I love design and creativity even though I'm a "suit."
"I wish I knew what I know now when I was Younger" presentation.
10 reasons why you’re crazy to get into the business and why it sucks:
10. Massive consolidation
9. Massive upheaval
8. No job security
7. Phenomenal waste
6. Meetings (mind numbing meetings)
5. Sick deadlines (nothing gets done until the absolute last second)
4. You are only as good as your last ad
3. You’re married to the job
2. Young person’s game
1. The bullshit (the whole business is just full of bullshit)
The official rules at Wieden and Kennedy
- do good work
- follow “derections”
- no sharp stuff
- shut up when some is talking
Of course, there’s the “fail harder” model.
But why you do it - for the work. The work comes first, then client, then yourself. You want to get in it to do great work.
Wieden & Kennedy Entertainment
They produced branded content.
Did P&G Momumentory project of the Vancouver Olympians road to the Olympics through the eyes of the mother.
"Proud Sponsor of Moms" ads.
Also did a P&G Olympic family house. Families aren’t allowed in the Olympian Village so P&G created a place for the families to hangout, get 3 meals a day, and of course get their clothes washed by Tide, get makeup done with Cover Girl products, etc. (note to self: that’s how to do something great for a brand without shoving yourself down their throats. Those are the ideas I want to come up with and approve.)
Top 10 reasons you are not crazy and should get into advertising:
10. Brave new world = opportunities
9. Advertising is democratic
8. It sure beats working, working in the sense of you aren’t in a steal mill or outside.
7. Not rocket science
6. See the world!
5. Meet fascinating people
4. Solid pay & benefits (well later on, not at first)
3. Never boring
2. Fun, creative, and satisfying
1. Do good (there’s a chance to do some good.)
So what can you do to get your first job?
Tips:
- Show us the work
- DIY vs Crafty (for portfolios, go with craft. It needs to look “utterly axing.”)
- Go do something amazing before you go to work but after you graduate
- Get to know us (the business, the ppl, connecting with them, Instagram, Facebook, socially follow them.)
- The Interview, do some practice interviews.
- Do your homework on the agency and their accounts
- Prepare for the interview. Suggests reading the Corner Office section of the New York Times. They ask CEOs of companies what they look for in interviews.
- What they’re looking for: are you going to make my life easier, do you fit in here, and do you “get it.”
- Always, always, always thank the assistants who got you the interview.
- Timing is everything. If you see an agency lost an account postpone the interview. It’s hard to think about hiring when you also have to think about layoffs.
How to succeed:
- Master the presentation
- Stay curious as long as possible both in work and in life.
- Bust your ass
- Hone your craft and build your reputation
- Be good to work with
- Be more interesting
- Get out of the office
Last tips/advice:
Beware of the money trap. They’ll pay you more money to work on poorer accounts in lack luster agencies.
Thank you Xanthe for addressing the strategy side of advertising. We are often left out during presentations from ECD’s so thank you for at least touching on our tracks.
Presentation: You
Getting the job; Tips for how to get someone to invest in you.
Resume/Application
1. Make it memorable
2. Make it personal
3. Make it brief
4. Make it shareable
5. Make it entertaining
6. Make it smart
7. Make a connection
The interview
Best advice-
People hire people, not books. Be yourself.
You got the job! Now what?
- Bring more than what’s asked for.
- Be creative. Inventive. Crazy. Then show the work.
- Be the most important person to the most important person. You won’t get laid off if you’re someone that someone important needs.
- Be okay being green. It’s okay you’re new. That’s why we hired you. We know you’re new and know we’re investing.
- Listen. People come to you with problems. Let them talk. Solutions come when you listen.
- Dazzle. Show off. Doesn’t have to be ad related. If you’re a foodie help make the best reservations. If you’re a painter or you love tequila, let people know.
- Win. Find the hole and do something different to help you win.
Okay, so you’re gonna be a client.
A couple good ones of the 12 points she listed: trust your agency, fall in love with work, don’t be a dick, be nice.
Work Xanthe has done:
No brand is a shitty brand. There are just lazy brands. She spoke about two brands. The first was Maaco. The case study video she showed us was about the Tweastiments (estimates for car damage over twitter.) Strategically I thought that was so interesting.
The second she spoke about was Kraft’s Everything Dressings. We all know the commercial, the Zesty Italian with the shirtless guy. She said she pitched it as “magic Mike meets iron chef.” Then followed up by saying “it may not be the best creative but sales increased by 20%.” I liked that she threw that in there. I understand everyone wants to lake the most award winning creative, which is great, but as a client said to me 3 times last night in a presentation “yeah, but our bottom line is making money.” Some ideas that aren’t the most invigorating or creative sometimes help the client the most financially.
Last Tidbits of Advice:
Be nice, word travels fast.
Make your agency a better place to work.
Get a mentor. (This is the most important one, according to Xanthe.) They give you a lot of reality checks, the Shepard you, and you can learn a lot from them you can’t from people your age.
Sleep when you’re dead. Keep working and giving it you’re all. Create work you love, that you’re excited to go home at Thanksgiving and talk about.
While applying to jobs online is much easier than typing each copy of a cover letter and resume on a typewriter then individually mailing or handing them out at a job fair, there are some down sides: the automated response.
"Dear Jessica,
Thank you for your interest in (insert company name). Unfortunately, your background does not align with our qualifications. Again, thanks for your interest and best of luck.
Sincerely,
The company team”
That gives me absolutely no information. Which part of my background doesn’t align? Is it my graduation date? My experience level? The Masters degree? Which part is it? I don’t know what revisions I should make or if I should be applying for different jobs.
I know in today’s job search there are so many applicants for every job that many companies are using buzz word software to sift through the thousands of applications. I’m sure this is easier for the companies but I really think you would yield better employees if people actually read the applications. I got my internship this summer because I hit the buzz words for the Account Management Department. The director who actually read my application though felt like I fit another internship better. Thankfully she gave my resume to the Research and Insights department and she was right. They agreed. They interviewed and hired me for the summer. My director, MB, told me that she was sent tons of resumes from HR and she liked none of them. They just didn’t fit right. Imagine if the Account Management director had never read my resume. I would have never had the great internship I did this summer. I wouldn’t have the wonderful connection I now have with my director or SVP.
Buzz words aren’t always affective. A real person is always better. So while I can get double the applications out with today’s technology I can also get double the rejections because of buzz word software. Here’s to hoping I make it through the buzz word barrier before May. Wish me luck.
...we said if we were going to do that it had to be to really innovative and really help a brand. We put money into making Nook crib pads better before we launched them. A holding company would have never allowed that."
John Boiler, 72andSunny on working with smaller brands
kaledo-art
romaincrisis
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origamiaround
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