kaleidoscope
noun ka·lei·do·scope \kə-ˈlī-də-ˌskōp\
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a tube that has mirrors and loose pieces of colored glass or plastic inside at one end so that you see many different patterns when you turn the tube while looking in through the other end
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a changing pattern or scene
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a mixture of many different things
Mebrulin Francisco | Director of Multicultural Marketing Analytics | GroupM |
How does this play a larger role in the media industry, and also in the human and cultural context?
We’re slowly but surely becoming a more minority-majority nation. What is fascinating about this is that marketers now prepare to understand the small nuances across all these audiences. So it’s about cultures, tribes and sub-tribes.
Going back into an outside perspective, what do you think are the myths of the media industry?
Very few people study for the field. I did study for it, but it wasn’t my first choice, I ended being there. A lot of myths I’ve seen is that people don’t understand what advertising does and the complexities.
You mentioned previously that you didn’t intentionally going towards the route of media. Can you speak more about that? Did you have any bias before the changed?
It was about awareness. I just didn’t know that this world existed. For me, I was going to go into marketing. I was going to go the client side. I’d be a brand manager, I would hold a portfolio, understand how to push a brand into market. I would think about the 4p’s.
Advertising, there’s a huge complexity and in media, there’s even more so. I just didn’t know that this world existed. I stumbled upon it in the sense that when I got my job offer, I can integrate my passion and love for research and people into this field.
What kind of traits do you have that provide value to your work?
Curiosity, passion. Those are very important. A chance to think of things in a creative manner. I think relationship building is critical and has been critical in my role and career development because we work in teams. You do not work in isolation. You do not work by yourself in a computer.
What insight or tip have you learned over the years? A recipe for success.
This is going to sound cheesy, humility. It’s understanding that you don’t have all the answers, but that you still can learn and also knowing when you don’t have the answer. I know that it’s not what you expect, but for me personally, that transparent and being that vulnerable has helped me alot because that’s how you build trust.
Conor Kane | Senior Account Executive | DigitasLBi |
Conor Kane is a Senior Account Executive that has worked with DigitasLBi NY for almost two years. Although he’s fairly new to advertising, he has developed a lot of insight into the mechanisms of Account Management, which he presents in his interview.
What’s one of the best aspects of working in advertising?
The people, for sure. Like my co-workers, for example. Advertising is so collaborative.
If the project doesn’t motivate you, how do you get through it?
An old manager once said to me, “don’t think of this [project] as another banner ad, look at the learning process.” Often, you’re put on whatever project you’re placed on, and it can be tough. But, you can get through uninspiring work by advocating for yourself and committing to learning new things. On one particular project that I found unmotivating, I found motivation in learning how to write proper emails and manage time efficiently.
What are some of the best traits for Account Management?
Empathy, because you need to be able to think like the client. You have to have some of the same hopes and fears that they have. They know it’s a business relationship and if you give a human side to the relationship, you’ll go far. Build trust. Show them that you know what you’re doing and that you think the way they’re thinking. Put yourself in their shoes. Being able to communicate properly with others. Wear a lot of hats!
What’s an insider tip that you’ve learned over the years?
In terms of client-facing situations, know when it’s time for business and when it’s time for fun. Also, always remember the small details in your work.
Chris Villanueva | Copywriter | DigitasLBi |
Prior to entering advertising, did you have any idea of what the industry would be like? Any stereotypes or fears about the field?
TIn the beginning, I didn’t know much about advertising. Thankfully, my advertising program was solid and I learned the basics about the different disciplines. Most of what I know about advertising comes from working in the field. But, I didn’t have any preconceived notions about advertising.
What’s one of your favorite things about working in advertising?
I have a voice or say in different projects and campaigns. And that’s what drew me into the Creative field.
How do you define diversity?
Diversity means having a lot of opinions and backgrounds to create solid work. Diversity is about seeing things from different angles. Diversity leads to innovation.
What advice would you give to someone considering a career in advertising? Especially those who want to be Creatives?
Learn as much as you can. Try it out, intern and speak with someone in the industry. For creatives, look at a lot of ads, make things of your own, be passionate about other things besides ads, educate
yourself. Know what a good ad is what. Learn the techniques and design layouts.
What’s an insider tip that you’ve learned over the years?
Always have an opinion and don’t be afraid to have that opinion.
Carolina Matias | VP Senior Strategist | FCB |
Carolina Matias | VP Senior Strategist | FCB |
What advice do you have for someone that wants to make a career switch?
If you have doubts about advertising, either you’re in advertising and want to do something else, or if you’re in another industry and want to get into advertising, the sooner the better is the advice. As human beings, we usually make our lifestyle match our salary. So you get into this industry, you may not love what you’re doing but you’re making more money so you buy the bigger house, you buy the better car, and you wake up one day super unhappy and you feel like you’re a slave to that house and car. And that’s a terrible reason not to pursue your dreams. The earlier you can do it the better.
[How did you get involved in the advertising industry?
I started out as a receptionist at an ad agency for about 3 weeks. To get to the account coordinator role I volunteered at a client event, and that’s where I started to talk to everybody. Just sharing my story, this is who I am, this is what I wanna do, this is where I came from, how I didn’t want to be a receptionist. What happened was the account coordinator and I got really close, we vibed really well at the event, and she left. The event was 2 weeks into my job and that girl happened to be leaving. When she told her boss that she was leaving she told her boss “btw, that girl up front, she can totally do my job”
How did you move up in this industry?
After 4 months of account coordinator, I always took on more responsibility than what I needed to do. I heard once before that you have to pretend to be the person above you in order to grow. So I took on a ton of responsibility, I was doing exactly what the assistant AE’s [position above her role at the time] was doing.
What skills do you learn in advertising that can be transferrable to other industries? - Account
You learn multitasking on steroids. You learn to manage stress, dealing with people, understand what it takes to make people productive and get things done. What I learned in my 10 years as an account person, I think I can do anything. I can do any job, and I mean that. You can put me anywhere--I can be project manager of a crazy financial institution. If it’s not rocket science, and not medicine, if it can be learned, then I can learn and I can figure out how to juggle those types of jobs.
As digital advertising becomes the norm, what do you think would be next big adveritisng medium?
Content. Content is the future of advertising. There has to be a way for you as a company to provide utility. There is too much info in the world. There is not enough time for us to process it all. Provide the content that people want to see, and your brand will be on top of the conversation.
George Koukkos | VP Creative Director - Copywriter | Allen & Gerritsen |
Ryan Rualie | VP Creative Director - Art Direction | Allen & Gerritsen |
George and Ryan have been working for Allen & Gerritsen for 9 years. Working together on numerous projects, they share a unique perspective on advertising industry as to the importance of friendship in the workplace and advice to future creatives.
Did you guys always want to be in advertising?
R: Noo. I discovered advertising right at the end of high school. I actually wanted to be a journalist. My dream was to write for Rolling Stone back when magazines were a legit viable business. I literally took a career assessment and marketing and advertising was one of the option. Before that time I never really stopped to think how advertising was made. Like where do commercials come from? I went to college with the intent of being a writer and it wasn’t until I went to school that I learned I loved the art part of it.
G: I knew I wanted to make commercials but I didn’t know what that meant. I watched a lot TV and think, “That’s cool. I kinda like that story.” So I decided to create my own. I would write them, I would record them, and I would find internship that allowed me to do them. I got my first internship at a recording studio and I thought that is what I want to do sit at the soundboard and video screens and put them together. I ultimately discovered that I wasn’t that good at that. What ultimately came naturally to me was writing scripts. I realized that I was making it too difficult on myself and I should still to what came natural and that was writing, so I became a writer.
What would you tell your high school self?
G: Hmm, that’s a tough one. I think a broad thing I would tell them is just to experience life to it’s fullest potential. I think a lot people encourage students to get on the path (of advertising) earlier but I would say don’t put yourself on such a tight tunnel of advertising. Still take other classes and still go places that don’t involve advertising. I am saying this because advertising is all about having a perspectives, it’s about what makes people think and do the things that they do. The more thing you experience, the better you will be at this job.
R: I agree 100%. I feel like I know so many people who have come into this industry from so many different angles. George and I are rare in that we had so much of a focus pointing us in this main direction. The people who succeed and flourish are those who come into this with different perspectives.
A popular myth is the advertising is that this industry is cutthroat and that everyone is out for themselves? Can you talk about how true or untrue that is.
R: Cutthroat varies from agency to agency. I think because our jobs are inherently subjective it can appear that way. I think that makes it feel “cutthroat” but it’s really that as a creative you have to get use to people criticising your work.
G: It’s also scarcity. They are only a few creative jobs out there and people only want to hire the best. To get your portfolio out there in front of the right people at the right time breeds competition and it can be stressful. When people are desperate and want to secure a job I think that can be cutthroat. I think what keeps people in the industry is meeting all the interesting people and being collaborative.
R: George and I work together closely as a team for nine years. Coming out of that we are bound to be friends. We also happen to like each other and enjoy working together. I guess you could call it a bromance. Plus as creative people are going to crap all over your work whether internally or externally and it’s important to have someone who has your back. Someone who understands and at least went through it with you.
What advice would you give to someone considering a career in advertising? Especially those who want to be Creatives?
Learn as much as you can. Try it out, intern and speak with someone in the industry. For creatives, look at a lot of ads, make things of your own, be passionate about other things besides ads, educate
yourself. Know what a good ad is what. Learn the techniques and design layouts.
What’s an insider tip that you’ve learned over the years?
G: It’s possible. I know roofers that became advertisers and finance people who became some of the best creatives in Boston. If you know in your heart that this is something you want. Keep at it because it will happen.
R: See the criticism. Build upon the criticism and create something better.
Kendra Jones | Senior Copywriter | R/GA |
Did you start by studying advertising?
I went to NYU, I wanted to be a screenwriter. I studied in a writing program that basically teaches you how to write for the stage, television and movies.
How did you discover advertising?
I was taking way too long to try to find a project that I wanted to do, in an area where I could promote myself as a screenwriter, and as I was doing that I worked a lot of temp jobs and I became an office administrator for a really small direct mail agency and I just happened to be talking to one of the partners there and ran into one of the most successful copywriters in the business. I just mentioned that I was a writer and he started feeding me assignments, so I did that for a while and then they brought me on staff as a junior copywriter.
Did you have any prior knowledge about advertising before?
I knew what it is was and a lot of the things that I start on I kind of become obsessed with it and I try to learn as much as I can about it and that is pretty much what happened. As soon as we started talking about me potentially becoming a copywriter I just basically joined every group on advertising that I could find and taught myself that way. I knew what it was but I didn't really have a extensive knowledge of it.
How did your background in screenwriting play a part in advertising?
I think my advantage specifically with the writing is that I believe that advertising is basically just storytelling and there are many different ways you tell stories but at the end of the day what resonates with consumers is things that they can relate to and typically you find that when you tell stories. That was one of the things about me that we kind of took and ran with, as far as me being a copywriter, like we structured what I first started doing to be stuff like writing TV scripts and stuff like that, so I got use to the storytelling context. That's where I always start, where’s the story or what’s the insight that is going to lead me to an interesting story that I can tell about this product or brand.
Do you think there are any negative connotations surrounding advertising? What changed?
One of the things that I always thought and a lot of consumers also believe that brands, especially these days, basically say what they think you want to hear, and they embellish and cut corners, I thought that was the blanket across the board, but as I went behind the veil there are many reasons for that perception, its not as black and white as we think it is, one thing that I have noticed that I don't like that is common practice or maybe the industry is just use to it, that there is a risk of underestimating your consumer, most typically underestimating their intelligence and their breathe of knowledge of what is going on in the world so a lot of consumers feel that brands talk down to them, and that is not because a brand is trying to assume that you are not an intelligent person, but they are trying to reach the broadest audience possible and I think that reaching the broadest audience possible gets a lot of brands in trouble, because they try to talk to so many people and that's hard to do that without having the perception that you are talking down to some or not including some. So the ‘I don't trust you’ feeling with consumers is the one that I feel are the top and the most common and there are a whole lot of reasons for that and all we can try to do is refine the formula.
Has this helped you understand that these companies are not coming from a bad place?
The place is to appeal to the largest audience and one thing I have noticed is that no this is not coming from a bad place, but that doesn't mean that the brand is always aware. I believe I am really good at trying to put my shoes in the consumers is to bring stuff like that up and to talk about it and try to find ways and solutions for it because no brand wants to be known as dishonest or untrustworthy. In order to correct that it is to make them aware of it because they truly don't know.
What are some other challenges of your job?
Well the balance of authenticity and hitting some objectives that the brand has set for themselves that's always a struggle. One thing I have become aware of is diversity and inclusion everything from the language to the faces of the people. I worked for one brand that they admitted that their main audience was Hispanic women, and the creative didn't feature those women, because it was something they were use to and something they did not think about, so it took someone being like hello this doesn't match for them to be like “oh you’re right,” and like I said it is not malicious thing 90% of the time and the way that content creation is trending now, its like when Twitter came out, everyone wanted to be on Twitter and you didn't really know why you wanted to be on there you just wanted to be on there. So I hope that we start slowing down and instead of just produce content and get it trending, we actually start thinking about why am I trying to join this conversation.
What are key skills that are needed in your discipline?
One thing that you have to have is awareness, keeping track of everything that is going on, drawing inspiration from places that you wouldn't necessarily pull inspiration from, even where I grew up and the words I use are different, so identifying that and using that as an asset and make your voice unique.
What are some things that you don't like about advertising industry and wish you could change?
There needs to be more diversity, not only in race or ethnicity not enough women, especially in power, so that is definitely something that I would like to see change. Proving yourself is fine, doing things fast is great, but doing your job right is more important.
Tathagata Samantha | Associate Creative Director | R/GA |
How did you join the advertising industry?
My background is very different from advertising. I did my PHD from Applied Mathematics and my first job was in Texas Instruments. At that time, my would-be wife was in New York and working at a cancer research center and at that point I would have to go to Texas to work there, but I ended up finding a job at Razorfish. I did any sort of work at IT so I could use my background. That’s how I ended up joining my agency without knowing it’s an agency.
I have always been into systematic product design. In addition to that, prior to my PHD, I had my background in programming and business so that helped me transition.
What is an average day for you?
Traditional advertising model is changing. R/GA does not make traditional TV ads as much as they used to. They don’t make print ads. They are more working toward social and digital. No matter what kind of background you have, you have definitely experienced some sort of social interaction with the digital world. I’m pretty sure everybody used FaceBook, LinkedIn, Instagram, WhatsApp.
Digital advertising is in now that space. If you have experienced that, you kind of already know without knowing what you know. It’s very intuitive, so once you have a client who asks about something, you’re like, “Oh I have seen that” you could already relate to that.
For somebody who is interested in what you do, what advice would you give them?
The key things you need to do it’s whether it’s a product design, a web service, or a systematic design, no matter what, it’s a product that somebody needs to program and it needs to go out. You need to understand the product cycle, like how is a product being consumed, meaning clients have asked you something and from start to finish, what’s the process that you go through. It’s really critical to understand that even though, you might know a piece of it, it’s always good to know how it happens, where you stand in the pipeline or in the assembly line. Then having a knowledge of any industry that you’re interested in. You might be really good at design but you have a passion for healthcare because you want to do good for people. If you could identify your interests, because at the ends of the day you want to work on a project that means something to you.
What’s your favorite part of the job?
I think, for me, just diverting a little bit from this question, a lot of people ask me is, “you work in an IT and advertising industry, how can you not work from home”? I can if I want to but my point is that I think walking and talking with human beings and being in the same space as they are and interacting with them, is very critical. Working from home, there are pros and cons, but I strongly feel like working in a team, you should be present there. It helps the team and it helps your ideas to get visualized. That’s my favorite part because people are present all the time, not many people work from home, which is a good thing for me.
The other thing I would say that now, since it’s such an open space, moving between meetings, you may have seen someone that you may have not seen in a couple of months. I always like that because coming to this space, I came to know more people than in the last five years I have been in this company. Knowing more people excites me everyday because you learn so many different things from different people.
Are there any misconceptions that you think exist in the art industry or stigmas that you think are in the advertising industry? Has those ideas changed?
I started calling myself working in an IT agency. Just for the fact that when I say that my friends are like oh you make ads. To break that, advertising agencies these days don’t just make ads, advertising has moved on from one channel to almost every channel and most of it now is digital. That’s the advertising piece and there’s a marketing piece. We work mostly on systematic design of products. So you cannot explain that in one conversation with someone. I ended up saying that, yes it’s a digital agency but we mainly focus on applications.
Belle Frank | Director of Research & Strategy | Young & Rubicam |
What is advertising in your own words?
Advertising is promotion for commercial benefit, whatever channels are available to you how do you showcase to ultimate buyers with an offering and how do you surround that with the information that people need to make a choice
How did you get into advertising?
I graduated in French, I love the language, I love people, I love the culture, so I graduated in French and I wanted to study abroad and only foreign majors did that in the late 70’s. Then when I graduated I thought I wanted to make TV programs for kids, because people kept saying to me you should be a teacher, I have a lot of teachers in my family, and I didn't want to be a teacher, and so I decided I could use media and communications to educate that and I have always been interested in that just as a talker, I got a job testing commercials for kids, I didn't really know I wanted to be in advertising and actually I think that's a very big difference than today, I think you could get into advertising without knowing you wanted to be in advertising, because then as now, it has a lot of room for people that weren’t traditional business people, and it still has that today, but it is much harder to get into if you don't have the advertising grounding because you don't know the vocab,
“The thing about my degree is that it wasn't about my degree it was about me, the things that were interesting to me and I pursued them and those were the things I was strong at.”
So ultimately, how did you actually get into advertising?
I followed a path that went how to kids learn, how to kids respond to advertising, oh that's advertising, how do you make advertising and then I came into, but I have always been interested in people, and I think for the side of the business that I went into, the interesting motivation, science and psychology was actually closer, I use to say that my degrees had nothing to do with the business, but then I approached my degree and what I took out of them was what connected
Before you entered advertising, did you have any stereotypes of the field? How did those change and how were they accurate?
I didn't actually know a lot about business, no one in my family had ever worked in business or in a big company, like the old black and white movies I thought there was a lot of drinking and I was worried that there would be a lot of drinking and partying, and there was sometimes, it is a very social business, I thought it was a very cutthroat business, and while I do think that that is competitive, it wasn't so much people were out to get you I didn't know it was team to team so that was different. I think what people don't know about it today is that they think it will be this free willing business which is was, but it is not anymore.
What is an insider tip?
Always be ready to get your picture taken.
Olivia Chamberlain | Global Coporate Communications Manager|
Young & Rubicam |
How long have you been in advertising?
I’ve been in advertising for 7 years, I love it, its fun and it's a great industry, strategy, and creative, finance, you’ve got it all and that's what drew me to it in the first place. I graduated from a University in my hometown of Melbourne, Australia, with a dual degree in journalism and marketing.
What does advertising mean to you in your own words?
Advertising is making ideas come into reality for brands, its bringing to life a brand visually through experience and touch points that you can engage your end consumer.
What influenced you decision in advertising?
There are so many moving parts to advertising, what kind of scared me about marketing and journalism is that was it. I have always loved brands and how people operate.
What stereotypes or misconceptions did you have about the advertising industry?
Absolutely, everyone freaks out and they you are just trying to force me to buy something I don't need and it can be true, we do market brands that may not be good to some individuals. The benefits of advertising is doing purposeful work, work that educates people and teaches people something they have never thought of before. It is important to tell a story and a brand message.
Being from Australia, how did things differ?
In Australia, the way that you attract new clients, it is a lot more connected to whom you know, in America it is consultant based. Brands are more willing to take risks in Australia, and you feel like brands have to move very fast. Some things can come in very last minute in Australia and these two people on this project, builds this incredible culture and everyone has each others back. Australia is smaller, and networking can be easier.
Angela Stowers | Project Manager| Team One |
What was your major and minor in college?
I studied photography.
Tell us about your career background. What were your career interests prior to entering advertising?
I had two careers prior to advertising. I worked in the nonprofit sector at a Business Improvement District, and I worked in the entertainment industry on TV and Film production.
How did you end up in this industry and how long have you been here?
When I left my last job as an archivist, I was pretty burnt out on the entertainment industry and was looking for a change. I considered advertising because it still offered a creative environment but was a bit more stable than the film industry. I have been in advertising for 10 years.
Why did you choose this industry?
It is a creative field and fast-paced.
Why did you choose to stay in this industry?
I work for a stellar company and I like the work.
What are challenging aspects of your job?
It’s when things don’t go as planned, and I have to figure out workarounds/strategies to keep the project on track. I also find this one of the most interesting and fun parts of my job.
What’s your favorite aspect for your job?
Projects are not static experiences, so every day offers a new challenge. I really enjoy that.
What are key skills needed in your discipline?
Communication and organizational skills are paramount.
What is some advice you’d give someone looking to entering the advertising industry?
You need to be open to change both big and small.
Sylvia Gutierrez | Associate Project Manager| Team One |
How long have you been in advertising?
What does advertising mean to you in your own words?
What influenced you decision in advertising?
What stereotypes or misconceptions did you have about the advertising industry?
Being from Australia, how did things differ?
