Like many recruiters, I do work for all kinds of
companies and ad agencies. There are
very few ad agencies which I have not heard of or don’t know something about. Most of the companies I work for are well known.
Now, I don’t expect everyone to know every agency,
nor to know as much as much as I do about companies and agencies, but I am always
surprised when I call people about a job or the name of an agency comes up in
conversation and the person I am talking to is unfamiliar it. Recently, it happened with Droga5, M&C
Saatchi and 72andSunny. All these
agencies have been in the news and each is doing well. Someone recently didn’t know what DDB stood
for and admitted to only vaguely know of Bill Bernbach. Ouch. That tells me a lot about their knowledge of and commitment to the business.
When I call an account person or planner or media
person and they don’t know who the players are, I realize that they probably
don’t read the trade press. And to me,
someone who doesn’t follow the trades isn’t committed to the business. I find the best, most upwardly mobile
candidates are totally familiar with the business and its players. They read the trade press constantly.
Now, frankly, I find subscriptions to Ad Age and
AdWeek overly expensive. But their
on-line editions are less expensive - and are updated every day, often more than once. It is inexcusable for anyone in the business
not to read the trades press every week and to check out the daily updates on
the net. Reading the advertising trades
should be mandatory for everyone in the business, especially since some sites like Agency Spy and Media Bistro are free. Lawyers read the Law Review and food executives read Supermarket News. Agency people should do the same.
The trade press certainly
will help keep people up to date on media, technology and the business in
general. My attitude has always been
that you never know one day if a client will ask your opinion about something in the business,
and you damn well better have enough knowledge to have an answer.There are new avenues of communication popping up
virtually every week which the trades cover.
All agency people should know who is doing
what. I wonder how many advertising
people actually follow advertising awards.
I love to troll the net to see new work.
Every account person should make it their business to know who is
winning what in print, outdoor, digital, television. Not that the awards are all that important,
but what is important is getting a sense of who is doing good work, both
agencies and clients. Over the years, I have interviewed many people who brag that they don't watch television (I rarely pass them on).
The wonderful thing about advertising is that it
is still an exciting and all-encompassing business. I still love seeing new and exciting work, reading
about campaigns and why they were created and seeing the changes and
advancements which take place almost daily. I love looking at commercials and read the ads in magazines before I read the editorial.
Successful people have an enthusiasm which goes
beyond their individual accounts and agencies.
It should be part of your life.
One of my favorite interview questions, while on the agency side, was "Who are your advertising heroes?" A blank stare spoke volumes. Nice piece Paul.
ReplyDeleteSteve at whatstheidea
At some point, the industry became infatuated with advertising people who didn't seem to care or even like advertising. They were DJs, graffiti artists, artists, etc. The theory being, non-traditional types would create non-traditional work. But in my observation, if you're not interested in the industry, chances are, you won't dedicate the time and effort to truly create interesting, breakthrough work.
ReplyDeleteThe people I wrote about were mostly account people and planners, most of whom started in the business right after college. But your point is well taken. I love passionate people who are committed to their business and their careers.
DeleteOne look at the marketing and advertising job board posts on Linkedin or Indeed says it all, with the vast majority of all opportunities being for digital creative or social media "mechanics". Even in account management and strategic planning, it’s all about “Big Data”. A fundamental knowledge of branding and advertising is rarely required or mentioned, much less some knowledge of current trade news. Who will pass or carry the torch regarding the basics of our business for the future is the $64,000 question. Bill Crandall
ReplyDeleteGood topic Paul. Unlike many industries advertising is a business that starts with a real passion for the craft. We always look for it. For those coming out of college it is the single non-negotiable criteria for evaluation demonstrated through internships, college association participation, etc.,.
ReplyDeletePassion is what separates the wheat from the chaff. I fully agree.
DeleteNothing wrong with passion. But passion about who's who or passion about what's what? Don't see knowledge of who's who as vital to quality output. When hiring talent - especially for initial creative, someone whose passion lies in advertising journals is just not going to do it for me - or the brand. Someone fluent in "who's who" doesn't seem to have much to offer compared to someone fluent in "what's what". While I could name some of the most outstanding from the ad/marketing good-bad-and-ugly list, its irrelevant unless he/she wrote a book, or had some effective, unique or otherwise significant approach or perspective.
ReplyDeleteI'd rather be talking about best/worst ads than the people - the 'heroes' of advertising. The heroes are the many people behind a campaign who put in the long hours and hard work to make a go of it.
Cathy, thanks for your comment. I am not sure I understand what you were saying, but I will try to respond.
DeleteThe star system disappeared in the 1970a. Few people know who is doing the work. Creative people get hired based on their talent as evidenced by their portfolios - even juniors. What I meant by who is doing the work is a knowledge of the kind of work being created by agencies throughout the country. That knowledge can guide a career.
Following commercials, ads and content is very important. Hiring managers are always asking people about their favorite and least favorite work. People who can't answer are rarely hired.
The trade press is an important source of information about media and the internet as well. Following it should also be part of every advertising person's curiosity and knowledge of the business.
Paul, I've always believed that you should go to the supermarket before you hire someone. If they're excited about products and how they're packaged and shelved, then they're ok for the business.
ReplyDeleteGeorge, I am so pleased to hear that from a creative person. Of course it is absolutely true. Thanks.
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