nyc experience
DESCRIPTION
10 days in NYCTRANSCRIPT
THE NYC Experience LIFE LESSONS FROM SOME OF THE BEST IN THE INDUSTRY
SIXTY-ONE students THREE advisors EIGHT agencies FIVE days
ONE unforgettable experience
When I wasn’t busy… Getting lost at Grand Central Station,
Eating two dollar pizza slices,
Tweeting at the One Show,
Staying out until 4am,
Pretending to be in Center Stage,
Cheering for the Yankees,
Shopping for useless souvenirs,
Meeting Fabio,
Remembering 9/11,
Or karaoke-ing in Korea town…
I was…
CHATTING with some of the most inspirational people in the advertising industry,
LEARNING about agency culture,
SEEING the process and hard work that went into some of my favorite campaigns,
And overall,
TRYING to vacuum up every last piece of advice they spilled in front of me.
5.4.125.13.12
DDB IRRATIONALITY + SOCIAL CREATIVITY
CREATE ideas that can
change people’s
behavior
FEEL DO THINK [NOT] THINK DO FEEL
Appeal on an emotional, not just rational level
Use PEOPLE as
media
Gain social CAPITAL
We have TRUTHS about us that
simply can’t change
Humans are irrational beings,
and we make irrational
decisions and try to
post-rationalize them
BIG SPACESHIP Develop Relationships of TRUST + TRANSPARENCY don’t be an ASSHOLE
Great work doesn’t come
from a locked down
process
Professionalism is the
sanding down of
personality.
LET SHIT S P
I
L
L out of your brain…
HAVE INTERESTS AND A STORY OUTSIDE OF ADVERTISING
BE P R O F E S S I O N A L.
[there’s a difference]
McGarry Bowen
BE PASSIONATE + WILLING TO LEARN: love your team
make it believable
explain what you did
make it relatable
15 minutes early=
ON TIME
QUESTION creative work
When you start off, NO
JOB is beneath you
Understand the
client’s fear. Point
out their problems,
but you better
have a solution.
THE ASSHOLE ISSUE: there are a variety of assholes.
non-collaborative.
entitled: can’t take criticism.
DON’T be one.
Rokkan
A lw ay s k n ow h ow t o o u t d o c omp e t i t o r s i n t h e d i g i t a l s p a c e .
A dv e r t i s i n g i s n o l o n g e r a o n e -w ay c o nv e r s a t i o n .
D i g i t a l c a n T R A N S F O R M h o w b u s i n e s s e s o p e r a t e .
CHALLENGE:
How do you INNOVATE again?
Be a good problem solver.
Be flexible. Try new things.
JWT
CREATE WORK THAT
AFFECTS CULTURE
We have to reinvent ourselves
constantly to stay relevant
This stuff is all just
managed chaos
Open UP and take feedback
You’re stupid if you
ignore an idea
simply because of
WHERE it came
from.
God forbid the
account people may
have an idea too.
W I E D E N
You don’t
always make
it home for
dinner, but
when it works, it’s a HELL of
a feeling.
GIVE brands
flexibility and sustainability
be comfortable WITH CHAOS
Exist to create STRONG and
P R O V O C A T I V E brands
Take t ime ou t o f
you r day t o he l p
o th e r s l e a r n
K E N N E D Y
jetBlue the
LEADERSHIP
must really support the
brand
be progressive,
take a stand,
but be transparent.
focus on empathizing —discover TRUE emotions
brands need
to listen and
CHANGE
based on
what they
hear
MediaVest
We want people to be participants, not recipients
I t ’ s a l l a b o u t d e s i g n i n g a n e x p e r i e n c e F O R P E O P L E
Work to redefine the
relationship between
people and brands
Listen to what consumers say and DO SOMETHING about it
People want to be catered
to and have options, not
controlled
These people not only showed us why we should want their jobs, but through talking to us, I can only hope that we also helped them
remember why they love what they do.
This is a beautiful industry,
where generosity goes a long way.
When I’m in their shoes, I will always remember what these wonderful people have given us.
A BIG thank you to everyone who made the
New York experience one I will never forget.
My advisors.
My peers.
My idols.
The city. Thank you, NYC.