It has been quite awhile since I posted last. I have not stopped writing, actually, I have been writing more than ever. You can see some of my work here.
But that is not why I am writing here and sharing with you today. I am writing because of this outstanding quote I recently heard from JR.
“You’ve been here studying this piece, discussing it with your peers for hours. On the meantime, you haven’t thought about what you’re eating tomorrow. That’s art.”
Powerful. I leave you now to experience this wonderful project verbalized by the creator himself. Enjoy.
Since I got into advertising, and copywriting specifically, I quickly learned about two people, David Ogilvy and Leo Burnett. Reading about them in the book The Art of Writing Advertising: Conversations with Masters of the Craft, which was a collection of interviews by an Ad Age editor published in the ’60s, awakened my passion for advertising and copywriting.
While at McCannSF, my MAIP mentor advised me to get Hey Whipple, Squeeze This: A Guide to Creating Great Advertising by Luke Sullivan, which made me realize how incredibly naive and behind I really was in comparison to so many other young and talented writers, art directors and advertising professionals. But, I did not take my mentor’s advised for granted: I got the book, dove into it, practiced many of Mr. Sullivan’s points and I am sure it will serve me as a go-to-guide in the next… well, my whole career. The book is priceless.
However, just two weeks ago I read about this new book coming out called The Idea Writers: Copywriting in a New Media and Marketing Era by Teressa Iezzi, editor of Ad Age’s Creativity. The moment I read the Ad Age post about the book I knew I had to buy it, so I went to Amazon and I pre-ordered it. Two days later the book came in and I dove into it. I had just began reading the classic Ogilvy on Advertising, but I felt this new book had something big to say. And, I was not mistaken.
If you follow me on Twitter and/or Facebook you are probably sick and tired of hearing me praise this thing, but I cannot stress how incredibly wonderful this book is. Let’s just say that reading was never a passion of mine (I can be honest, right? Advertising books got me into it), yet I finished this book from cover to cover in less than a week.
I am aware this may not be a big deal for most avid readers, but for me this is HUGE!
Thankfully, but not to my surprise, a couple of days after I was done reading it, Mr. Sullivan praised the book in his site and even The Wall Street Journal joined the conversation apparently I was having by myself on Twitter. What can I say, I am a Millennial! #TheIdeaWriters
Now I am back to Ogilvy on Advertising, and I honestly think I appreciate it even more because once you get into it you can sense the trends and tones that have changed since he wrote the book, but you can also appreciate the general craft of copywriting and the evolving role of the copywriter.
So why am I sharing all of this? And, who am I to advise anyone about what to read or not to read?
Honestly, I guess I am a nobody. I am just entering the field, I have never written a book, nor have I won any award in advertising.
But I am in love with this field. I am passionate about this field. And I am smart enough to recognize and understand trends when they are in front of me – and this book will be a classic – so you should get it now, especially if you are not fully sure what the role of the copywriter is (or will be) in the advertising world.
I will have to say that a year can really be flipped upside down, drilled sideways and built back stronger than ever thought possible.
This brutal semester has finally come to an end. And guess what?
I LOVE ADVERTISING MORE THAN EVER!
Masochist? Maybe. But after learning Media, Digging into Account Management, Playing Account Planner and finally getting to solve real problems as a Creative, my love for advertising has actually grown so much more.
I wanted to share two recent advertisings that hit me hard. One was so brilliant I only saw it once and I was hooked. Saw it on TV, went to YouTube, played it four times, shared it on Facebook, then watched it four more times there.
What was this magical advertisement? Michael Jackson The Experience video game for the Wii and XBOX Kinect, of course!
I say no more, here it is:
The second one made me appreciate media planning, placement, buying, creating, managing and PR – and everything else advertising for that matter – to the next level.
I saw this awe inspiring video/commercial on a random website; I then YouTubed videos for almost 15 minutes (I have a 4-year-old, you see); then I was totally hit by a 10 minute interview with Jim Dooley, composer of the video game’s music, while listening to NPR News’ The Record on the radio on my way home from school.
This was such a perfectly executed advertising campaign, I cannot wait to learn who put this brilliant campaign together.
But, I will just let you see the brilliance that was that original video/commercial.
And FYI, I am absolutely “getting the game for my son” this Christmas.
My USF ZAP class interview assignments keep my interest for the ad agency world ignited.
This time I luckily got to chat with 22Squared’s Frank Morales, Hispanic Account Director for Publix Super Markets. Frank, a ten year veteran with an impressive brand repertoire to his name, was engaging and more than willing to share insights about account management, the Hispanic market and even took some time to talk about opportunities for me in the copywriting field.
Frank recently moved to 22Squared from Zubi Advertising, where he managed their entire SC Johnson brand portfolio. He sounded excited and enthusiastic about coming to Tampa and helping 22Squared and Publix expand their advertising to the Hispanic market in the region.
DAY IN THE LIFE
“Jack of all trades; master of none.” “Be a mile wide and an inch deep.” – Frank Morales
Frank shared his day to day life in a macro and micro level. He said that the big picture of his day is filled with casting, creative concepting, checking on his teams and hiring. Then, he told me that his day is also filled with electronic messaging; preparing meetings, presentations and calls; attending meetings; developing strategies; researching and working with the creative team.
I was glad to hear most of the many details I have learned in my classes literately coming right back at me. The fact I was able to have a 45 minute conversation with an ad professional and understand everything he said feels like a #win for me.
LITERATURE + THE FUTURE
After the “interview” was over, we talked about great advertising books and what I could do to become a legitimate bilingual copywriter. The passion in his voice and the general willingness to even help me really made me respect Frank.
He told me “E Book,” “Where the Suckers Moon,” “Hispanic Marketing” and “Art of Account Planning” were must reads, if I was serious about getting into the field. (Looks like I have tons of reading ahead of me.)
He also advised me to go to portfolio school, Miami Ad School to be specific, which I got to tour last week with the USF Ad Club. I am glad my passion, inspiration and love for this field keeps getting stronger and stronger. People like Frank and my professors at USF keep giving me more and more reasons to want to get into the ad world. Thank you.
And if you are a student in advertising or you are thinking about getting into advertising, make sure you supplement your school learnings with real conversations, shadow days and internships.
This past Monday I got to finally speak in front of the USF Ad Club. I was invited to speak while in San Francisco and it was a little strange because since then I had become part of their exec board and had been working with them for awhile. But, I had a blast doing it.
Our own Jordan ‘YouSleepWhenYouDie’ Zimmerman dropped by and surprised the club, which was really great and added a nice level of reality to our presentations. He definitely made everyone nervous, which made us spend more time than allotted, but I still think we all did okay.
There were four of us presenting: Sarah Page, PP+K Tampa; Erica Novak, Zimmerman Advertising Ft. Lauderdale; Julia Powling, The Creative Farm NYC and I spoke about my 4A’s MAIP McCann Erickson San Francisco summer experience. We all had great stories to share, so I think we got through some people.
I had to rush through the presentation, but I guess once a performer, you are always a performer. If you would like to see the visuals, the presentation is hanging out below. And if you would like me to share the presentation with your organization, send me an e-mail.
It is strange being asked to hopefully influence or inspire your own peers. Most people probably think were are nobody’s, but hopefully I am wrong. Needless to say, I think we all represented our companies and experiences very well.
Expand Your Margins
In the middle of my presentation, I shared this document I created earlier last week during a quiet moment filled with inspiration. It was honest. It was pure. And I am really hopeful that some people got it.
And since I have this nifty tool to express and converse with those interested, I would like to share the document and ask for your opinion.
Am I right, wrong, kind of close? It is a personal experience, so I understand if it is not fully relate-able, but I believe it speaks in many different planes. I am just curious about your opinions.
Yesterday felt good. Staying in my home town to shadow a talented production ad agency was quite refreshing. After all, Lakeland’s reputation and talent is often disregarded or not spoken about. So, seeing it in this level was quite refreshing.
I spent my day with Fred Koehler (owner) and Chad Kostella (“bad ass” freelance designer) at Smart Creative, a young ad agency with a great core of clients and a fun, talented staff in the heart of Downtown Lakeland.
A Day At the Shop
I am not going to lie, not having to drive to Tampa or Orlando and still enjoying the feel of an awesome ad agency was quite fantastic. The vivid red from the front door to the office space, kitchen and war room gives you the feeling of doing something. Quite a nice location and atmosphere the Smart Creative team has created.
Being a smaller shop, I really got to converse with the owner. He told me all about his life story and how he got into the business. And, he actually took the time to give me pointers so I can grow and enter this market, which really made my experience unique.
The food was great as well. Got to try a local shop I had not tried before so that was cool, but I believe perspective was the most flavorful dish served that day. Sometimes you just have to have a heart-to-heart with a brilliant person to help you grow and reach new levels of brilliance yourself. It was a wonderful experience to have.
Luckily, I got to work a little, too. Due to its sensitive nature, I cannot share details, but I got to do some back and forward with the owner – and that was just cool. Two interactive shadow days where I got to do some work — not too shabby.
How to become a Fred or Chad
Fred – BA in graphic design, few small agencies, Peace Corps Health Program (did marketing work within), Polk County School Board public relations, The Partner Marketing Group, Publix corporate, opened his own agency.
Chad - BS in graphic design, The Mallard Group, toured the US as an indie artist, pre-press artist at The Ledger, began a career as a freelance graphic designer.
At the end of it all…
Passion, dedication and hard work has definitely been the winning formula for most of the people I have shadowed, worked and spoken with in the past year. Doing this helped me realize that pride for one’s successes is nothing to be ashamed of — yet one more thing my college adviser was correct about.
Most people idolize rappers, actors or other “celebrity-like” people; I idolize agency Creatives.
Last Friday, I got to shadow two Creatives who I idolized for years (they just did not know it). These Creatives are Garen Boghosian (Art Director) and Jeff Pospichal (Copywriter) from 22Squared Tampa.
For years now, I have loved these commercials, and I got to spend a whole day with their creators.
My day began at 10 AM sharp! Terrible, right? Well, what most do not know is that my car engine blew up the day before while driving on I4. That was the second time this year. (But you can read about that in a different blog. There is no bitching allowed here.) ¡El que persevera alcanza!
What was originally scheduled to be a “laid back day” was actually a fun-filled day with tons of work, meetings and delicious food.
As soon as I got in, a producer – Lori – walked into their office to run through some casting. How amazing! I got to sit through casting watching over 150 people deliver the same lines. And, I actually felt like we had the same feelings about most of the people, so right away, I felt like I was part of the team. “Yah, you are…” <– inside joke
As Dane Cook used to say, “Dream it you #(*&*^ dreamers!” I dream… I dream.
Next, one of their ACDs walked in, “Want to do lunch?! I don’t want to go alone with…!” We could not because we had (listen to me, we, psh!) some director calls to make for a spot, which was on a TNT field. (This last line is for my traffic people out there.) We made the calls, three of them to be exact, with their ECD – Tom. Real cool guy. Real cool guys, period. I had a blast listening to the back and forward between the agency, directors, AEs and producers. Side note for students: Yes, it is a relationship business. Listen to your professors.
How You Become A Garen, Jeff, Lori or Tom (Other than busting your ass, of course.)
Garen – AA in film, BA in Marketing, Miami Ad School, Internships in Chicago, Minnesota and SFO
Jeff – AA in commercial art, Miami Ad School, multiple ad agencies
Lori – BA in radio, TV, film production; worked as an broadcast coordinator in LA, returned to FL worked some more, freelanced with multiple ad agencies in the South East
Tom – BA in graphic design from the University of Wisconsin, worked at a design firm, discovered and fell in love with advertising; years later, won two Bronce One Show awards. *Rock N Roll*
My shadow day at 22Squared was a satisfying day filled with excitement, real world drama, a little Mad Men action and a whole lot of laughter. These people love what they do. And they are good at loving their work. And indirectly, it made me love their work, too. I just know who they are now.
