But if you can get past the breathless hype (and keep a tight grip on your senses and your wallet), there are some useful charts in this slideshare piece.
Is it 1999, as I think? Or 1996, as Lou Kerner thinks?
Only time will tell.
Want to get a job in advertising?
The best way to get started is to buy the bible on the subject: the latest edition of Maxine Paetro‘s “How To Put Your Book Together And Get A Job In Advertising.”
There’s great advice from ad legends including Jeff Goodby, Cliff Freeman and Helayne Spivak.
And way back in the early 1990s, Maxine was nice enough to ask me to contribute my thoughts on digital.
The original piece was titled “Have You Downloaded A Ford Lately?”. This year I updated my piece for the new edition. Here’s what I wrote.
How Do You Succeed In A Business That Hasn’t Been Reinvented Yet?
You are hurtling at 900 mph toward a career in advertising.
The awards book your eyes are glued to is the rearview mirror.
Oh, and here’s the brick wall you’re about to slam into: nobody knows what a “career in advertising” is going to mean anymore because it’s all being re-invented.
This is either the craziest time in the past eighty years to take a creative job in advertising, or the absolute best. Now, more than ever, advertising needs muscular, adventurous, wild minds. The very best minds — maybe yours — will not just create commercials, or digital widgets or viral videos, but will help invent what advertising can be.
OK, so now you know advertising is going to be a sort of glorious mess. How do you succeed in business that hasn’t been reinvented yet? I suggest five things.
1. Think Horizontal, Not Vertical. You’ll have to be great at creating ads if you want to get a job and keep it. But, that’s not enough.
Get outside your comfort zone. Learn, learn, learn. Make friends with different kinds of people, and ask them to teach you: marketing MBAs, PR people, computer geeks, web analytics gurus, market researchers, lawyers, accountants, etc.
Don’t buy into the “us vs. them” nonsense, or the absurd fallacy that clients are idiots. These are sucker’s games invented by insecure creatives.
Develop a network of people who know things you don’t and nurture that network as if your career depends on it. Because in fact, it does.
2. Learn By Doing. Screw theory. Dive in, experiment. Start a blog. Get on Twitter. Put some pictures up on Flickr. Always, always, always look to the horizon and try to understand what’s coming next. Try different stuff. When you get lucky, try to understand why. And don’t be an arrogant knucklehead when you do get lucky. The universe has a ton of humble pie that it’s just waiting to feed to creative people whose egos get too big. And yes, in my fast I have been forced to eat my share.
3. Think Globally. Madison Avenue is not the center of the ad universe anymore. Neither is America. There are billions of people out there just as creative as you are, and advertising can be outsourced just like everything else.
Advertising follows opportunity, and during your career that’s likely to happen in Asia. Pay close attention to what the CEOs of WPP, Publicis and Omnicom are saying and keep an open mind about it. Read as much as you can about other cultures, especially China and India. Learn the language and go visit if you can.
In your career, imagination won’t be enough. You need to constantly demonstrate that you are someone who makes problems shrink and possibilities grow. Speaking of which…
4. Always Focus On Possibility. Change will be constant, and many changes will be hugely disruptive. Some, deeply painful. Whatever happens, always ask yourself: “what new possibilities does this create?” Remember the most wrenching change you encounter may also lead to the best part of your advertising career. Stay open.
5. Talk To Strangers. Get in the habit of saying hello to people you don’t know, especially if they seem to offer challenging ideas. In fact if you think I’ve said anything useful here, you can start by saying hello to me. Follow me on Twitter (@tomcunniff) or look me up on social networking sites like LinkedIn. The only ground rules: cover letters, resumes, and self-promotion will earn you a place in my spam filter. Intelligent questions and insights will earn you respect and prompt replies.
As the famous jazz pianist Thelonious Monk once said:
“The only cats worth anything are the cats who take chances. Sometimes, I play things I never heard myself.”
I hope some of my advice helps people get started. What other advice would you offer people who want to get their first job in advertising? Comments are welcome.
And don’t forget to buy the book. If you’re trying to get started it will kickstart your brain.
Rishad Tobaccowala of Publicis Groupe’s VivaKi, is my new hero. At the 4A’s Transformation 2010 event, he did something truly rare: he told the truth, in plain English.
It was unambiguous. Uncomfortable to hear. And absolutely right.
See the video here. I haven’t been able to find a transcript online, so I’m providing an edited one, below. It’s inspiring stuff.
Rishad Tobaccowala: This industry is about talent. And it’s not about any of the other things.
Go today, to Mountain View. Cupertino. Sunnyvale. Go wherever you want, and you will find that they are fixated on talent. Fixated.
The companies that have a disproportionate share of passionate talent will beat everybody. And what we need to do like never before is bring and inspire talent into this industry. Because that is what will make this industry be the marketing Renaissance industry it should be.
What sort of talent should we be looking at?
If this is a Renaissance, we need to make absolutely sure that we bring in the builders.
This is a time to build. In the Renaissance, they built. And they painted. And they sculpted.
They did not manage only. They did not data read. They did not organize and re-organize.
They built, they painted, they sculpted. That’s what they did. We need to basically build and attract builders.
But to do that, we have to understand what the digital mindset is. And this is really where one of the big challenges is going to be for all of our industries, which have built up — besides Silicon Valley — systems that (…) incentivize seniority.
If you ask what top digital talent wants, they want accountability. They want a culture that lets them do what they want. And this is what they want the most: skin in the game.
The next generation wants wealth, and it has three types of wealth.
They want a wealth of experience, which means give me an opportunity NOW. They want a wealth of education — surround me with very good people and teach me. And sooner or later, they want economic wealth. And we must find ways to give it to them.
Because if we don’t they will build somewhere else. And that’s not going to be good for any of us.
When you came into this business, you came in with audacity. What you see in Silicon Valley is audacity. Remaking industries — that’s audacity.
You came in with dreams and now you stand with spreadsheets. Let’s get back to the audacity and the dreams.
And you know what? The spreadsheets will fill up beautifully.
In my first blog post at Jack Myers’ MediaBizBloggers, I talked about the “content is king” myth. We already have a content glut and it’s only going to get worse.
In the face of this, publishers have to try as many pay options as they can, as fast as they can.
So how many different models are being tested right now? The answer may surprise you. Take a look at this brilliant presentation prepared by Alastair Bruce at Microsoft.
Hugely enlightening and interesting, whether you’re a publisher or just somebody who wonders what the future of media might be.
What publishers must learn from CPG: my latest blogpost at Jack Myers MediaBizBloggers. A brief preview:
We can ask, “how can publishers stop content from being commoditized?” but it won’t help.
I think it’s time for a weirder but more productive question.
Are You Selling Cave Swiftlet Saliva Or Kraft Cheese?
Cave Swiftlet saliva is the main ingredient in bird’s nest soup. It’s so rare and so differentiated that a bowl of soup made from it goes for about $30. Nice business. But the other 99% of what people consume are essentially commodities. Salt. Coffee. Cheese. Publishers can learn a lot from consumer packaged goods companies. Especially food marketers.
How would a food company look at the problem of commoditized content?
Read more here.
I’m flattered that Jack Myers has asked me to join his group at the always-interesting MediaBizBloggers.
It won’t be easy to keep up with a group this smart, but I’m going to try my best.
My first post is here. I’m hoping to spark some discussion and so if you feel like commenting I’d be grateful.