30 years in 30 minutes: tips for starting your advertising career

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30 years in 30 minutes: Looking back so you can look forward to a great career. David Murphy Founder & Serial Thought Provoker wikibranding

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Career advice to aspiring advertising professionals. Presentation to the Chapman University Ad Club offering point of view of how to get a job in an agency and how to succeed early in your career.

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Page 1: 30 years in 30 minutes:  Tips for starting your advertising career

30 years in 30 minutes:Looking back so you can look forward to a great career.

David Murphy Founder & Serial Thought Provoker wikibranding

Page 2: 30 years in 30 minutes:  Tips for starting your advertising career

2043"

Page 3: 30 years in 30 minutes:  Tips for starting your advertising career

Advertising sits at the intersection of business, pop culture, entertainment, anthropology, psychology, technology, societal trends and just about everything."

Page 4: 30 years in 30 minutes:  Tips for starting your advertising career

Mad MenThe perception of a career in advertising:!

Page 5: 30 years in 30 minutes:  Tips for starting your advertising career

Mad MenMad Women

Mad Geeks Mad Dreamers

Mad Wonks Mad Innovators

Mad Analysts Mad Anthropologists Mad Brand Managers

Mad Writers Mad Designers

Mad Film Producers Mad Project Managers Mad Media Strategists Mad Brand Strategists

Mad Art Buyers Mad Print Producers

Mad User Experience Designers"

The reality:!

Page 6: 30 years in 30 minutes:  Tips for starting your advertising career

Marketing’s new normal.!

Why go into advertising?!

How to get the interview?!

What does it take to succeed?!

Pursue a profession."Not a job.

Page 7: 30 years in 30 minutes:  Tips for starting your advertising career

My teachers through the years.

Page 8: 30 years in 30 minutes:  Tips for starting your advertising career

Marketing’s new normal breaks with the past.

Page 9: 30 years in 30 minutes:  Tips for starting your advertising career

Communications today are consumed differently.

The way in which we build brands must evolve as well.

Page 10: 30 years in 30 minutes:  Tips for starting your advertising career

Marketing’s new normal liberates us from antiquated vocabulary.

Page 11: 30 years in 30 minutes:  Tips for starting your advertising career

In rejects labels such as “traditional vs. non traditional marketing.”

Page 12: 30 years in 30 minutes:  Tips for starting your advertising career

There is only traditional thinking.

(And this is punishable by irrelevance.)

Page 13: 30 years in 30 minutes:  Tips for starting your advertising career

It views labels such as “new media” as old ideas.

Page 14: 30 years in 30 minutes:  Tips for starting your advertising career

If you want to make anyone under 40 laugh, refer to the web as “new media.”

Ditto for mobile.

Page 15: 30 years in 30 minutes:  Tips for starting your advertising career

It refuses to allow “online and offline” to live in silos.

Page 16: 30 years in 30 minutes:  Tips for starting your advertising career

In an era of QR codes and second screen viewing, is anything really offline?

Page 17: 30 years in 30 minutes:  Tips for starting your advertising career

It doesn’t use “brand advertising” to mean TV and print.

Page 18: 30 years in 30 minutes:  Tips for starting your advertising career

The internet is the most powerful brand building tool ever. Storytelling. Experiences. Sight, sound, motion. Peer endorsement.

Page 19: 30 years in 30 minutes:  Tips for starting your advertising career

It fully recognizes the strategic value of TV, print and outdoor.

Page 20: 30 years in 30 minutes:  Tips for starting your advertising career

Good luck reaching B2B execs with a viral video, or my mom through Twitter. Let me know how efficient your street teams are in reaching millions of guys relative to a spot on an NFL game.   

Page 21: 30 years in 30 minutes:  Tips for starting your advertising career

The new normal embraces media as a source of creativity.

Page 22: 30 years in 30 minutes:  Tips for starting your advertising career

How and where a brand shows up can be as important as what it says.

Page 23: 30 years in 30 minutes:  Tips for starting your advertising career

It relishes metrics, both hard and soft.

Page 24: 30 years in 30 minutes:  Tips for starting your advertising career

Ignore store traffic and nobody will care about the awareness gain. 

Click-through rates at the expense of emotional relevance and differentiation will not matter as the brand degrades to commodity status. 

True marketing professionals balance these seemingly conflicting goals.

Page 25: 30 years in 30 minutes:  Tips for starting your advertising career

One thing will never change: We must build strong brands.

Page 26: 30 years in 30 minutes:  Tips for starting your advertising career

Products become brands by creating empathetic relationships with customers.

Brands become enduring, profitable assets when they deliver relevant differentiation.

Page 27: 30 years in 30 minutes:  Tips for starting your advertising career

Relevance = volume

Differentiation = margin

Page 28: 30 years in 30 minutes:  Tips for starting your advertising career

What’s true in life is true in marketing.

Page 29: 30 years in 30 minutes:  Tips for starting your advertising career

The way in which we form personal relationships mirrors how we form brand relationships.

Page 30: 30 years in 30 minutes:  Tips for starting your advertising career

We tend to have our deepest and most lasting relationships with people who share our values; our beliefs; our sense of humor; our sense of style.

Page 31: 30 years in 30 minutes:  Tips for starting your advertising career

Brand empathy occurs when customers project themselves onto the brand. Define a brand's source of empathy and you'll find its essential truth.  

Page 32: 30 years in 30 minutes:  Tips for starting your advertising career

Developed before hyper-competition. Ignores the

wonderfully irrational nature of human beings, aka consumers.

Developed in a mass media age. Ignores the nonlinear nature of media

consumption.

Empathic branding is modeled on the way in which people form personal relationships – empathy, experiences, endorsement and energy.

The 4Ps AIDA

The “4Es”

Page 33: 30 years in 30 minutes:  Tips for starting your advertising career

Empathy

Endorsement

Energy

Experiences

Page 34: 30 years in 30 minutes:  Tips for starting your advertising career

Experiences form beliefs Unique interactions

Media context Brand associations

Momentum conveys leadership Events New services Alliances and content Media channels

Empathic Marketing

Empathy drives personal relevance Shared point of view Shared values Engage via passion points

Empathy! Experiences  

Energy!

Perceptions Behaviors

Peer review deepens commitment Social media

WOM PR

Endorsement  

Page 35: 30 years in 30 minutes:  Tips for starting your advertising career

Empathic branding is about persuasion.

Page 36: 30 years in 30 minutes:  Tips for starting your advertising career

We are not in the advertising business.

We’re in the persuasion business.

Empathic branding helps marketers develop more persuasive campaigns through a more customer-centered framework.

Page 37: 30 years in 30 minutes:  Tips for starting your advertising career

Why choose a career in advertising?"

Page 38: 30 years in 30 minutes:  Tips for starting your advertising career

To go through every day and find inspiration from everything you see–never stop learning."

Page 39: 30 years in 30 minutes:  Tips for starting your advertising career

Go online at home – see Ciroc pre-roll video.

Visit Facebook – see Target promotion.

Attend presentation on a new cocktail app

See trend research on Millennial Men.

Watch Modern Family – get product placement idea.

Read article in Maxim on new cocktail trends.

Go out to bar with friends – observe what people order.

Read Wired article on the effectiveness of mobile gaming.

Visit Pinterest – Notice boards on new styles.

Read blog post about vodka taste tests.

24/7 inspiration"If you worked on SKYY Vodka

Page 40: 30 years in 30 minutes:  Tips for starting your advertising career

To help corporations understand why they exist in the customer’s world–their true north."

Page 41: 30 years in 30 minutes:  Tips for starting your advertising career
Page 42: 30 years in 30 minutes:  Tips for starting your advertising career

To be in a profession that values the Millennial Generation and needs your talents."

Page 43: 30 years in 30 minutes:  Tips for starting your advertising career

we > me

Page 44: 30 years in 30 minutes:  Tips for starting your advertising career

Digital we > me

Page 45: 30 years in 30 minutes:  Tips for starting your advertising career

Mul

ticul

tura

l

Digital we > me

Page 46: 30 years in 30 minutes:  Tips for starting your advertising career

Be heard M

ultic

ultu

ral

Digital we > me

Page 47: 30 years in 30 minutes:  Tips for starting your advertising career

Make a difference Be heard

Mul

ticul

tura

l

Digital we > me

Page 48: 30 years in 30 minutes:  Tips for starting your advertising career

Self expression

Make a difference Be heard

Mul

ticul

tura

l

Digital we > me

Page 49: 30 years in 30 minutes:  Tips for starting your advertising career

To know you can succeed through creativity, courage and leadership– disrespecting the status quo."

Page 50: 30 years in 30 minutes:  Tips for starting your advertising career

How to get the interview."

Page 51: 30 years in 30 minutes:  Tips for starting your advertising career

This removes the pressure that you’re expecting a job – more likely to get the appointment.!

This flatters the person you’re contacting – you’re soliciting their counsel.!

Ask for an “informational interview.”"

Page 52: 30 years in 30 minutes:  Tips for starting your advertising career

Aspiring creatives – convey a unique style of writing or design…don’t imitate.!

Aspiring media planners – have a point of view on media convergence – e.g., second screen viewing.!

Aspiring account managers – show that you’re following macro business trends.!

Aspiring strategic planners – have a point of view on a specific cultural trend.!

Have a point of difference."

Page 53: 30 years in 30 minutes:  Tips for starting your advertising career

Know one or two famous case studies.!

Cite current campaigns you admire.!

Show that you’ve read a book or two on brand marketing, consumer psychology, anthropology, etc.!

Know more about brands than anyone."

Page 54: 30 years in 30 minutes:  Tips for starting your advertising career

Connect your hobbies and passions to my client list.!

Show you can help us better understand social media from a heavy user standpoint.!

Tell me how that summer job in a grocery store helped you observe how people shop.!

Tell me how our agency’s mission connects deeply with your values.!

Help me imagine how you’ll add value. "

Page 55: 30 years in 30 minutes:  Tips for starting your advertising career

Write a blog about something you’re passionate about – show that you have a point of view.!

Open a second twitter account that deals only with advertising and marketing issues.!

Have a Pinterest board that posts designs, ads, websites, etc that you admire.!

Show me that you’re already plugged in."

Page 56: 30 years in 30 minutes:  Tips for starting your advertising career

Write well. Be interesting. Be brief.!

Design well. Show that you appreciate aesthetics.!

Speak well. Be confident. Make eye contact. (Remember that I need you more than you need me.)!

Demonstrate how your English literature, psychology, anthropology and art history classes have prepared you.!

Show that you belong in communications."

Page 57: 30 years in 30 minutes:  Tips for starting your advertising career

Know something about my agency.!

Know something about me – maybe something we have in common.!

Know something about one or two of our clients.!

Show that you do your homework."

Page 58: 30 years in 30 minutes:  Tips for starting your advertising career

How to succeed in this business."

Page 59: 30 years in 30 minutes:  Tips for starting your advertising career

Understand brand equity. How to define it. How to build it."

1."

Page 60: 30 years in 30 minutes:  Tips for starting your advertising career

This is a product."

Page 61: 30 years in 30 minutes:  Tips for starting your advertising career

This is brand equity."

Progressive individuals who embrace smart solutions."

Page 62: 30 years in 30 minutes:  Tips for starting your advertising career

Be a commercial anthropologist. Study the intersection between people, culture and brands."

2."

Page 63: 30 years in 30 minutes:  Tips for starting your advertising career

Use both sides of your brain."Creativity comes from informed intuition. "

3."

Page 64: 30 years in 30 minutes:  Tips for starting your advertising career

Always have a point of view. Have the courage to say what you think."

4."

Page 65: 30 years in 30 minutes:  Tips for starting your advertising career

Get smarter every day."It takes a lot of hard work to get lucky."

5."

Page 66: 30 years in 30 minutes:  Tips for starting your advertising career

linkedin.com/wikimurph

@wikibranding

WikiBrandingIdeas.com wikibranding

Keep the conversation going.

Page 67: 30 years in 30 minutes:  Tips for starting your advertising career

Thank you. See you in 2043."