Advice to young creatives: Worth what you paid for it.
It’s that time of the year. The time when clients begin to stir after a summer spent slumbering, a rush of advertising agency work ensues and the ad jungle, after lazily looking at spec portfolios, inducts a new class of freshmen creatives into its ranks to help bear the load. Young men and women who, if we don’t kill them, will spend their first year in our industry dreaming up breakthrough FSI layouts and crafting perfect long-form pharmaceutical brochure copy.
Today, young people wanting to break in to the U.S. advertising market, and especially those wanting to become creatives, have a myriad of educational opportunities available to them to help get a leg up on their peers.
The Portfolio Center, Creative Circus, Miami Ad School and the University of Texas all have top-notch, industry acclaimed creative “tracks” that will attempt to open their eyes to creative possibilities while putting a spit-shine polish on their spec portfolios. Thanks to these wonderful institutions, Juniors come to our industry armed with the creative passion and drive they’ll need to push the envelope and get noticed in the ad jungle—even while brainstorming Cannes-caliber five-second radio tags.
In my fourteen-odd years of experience dealing with the graduates of these programs, I’ve noticed a few things often missing from their arsenal of skills, so of course I made a list. Hopefully what I’ve written won’t be your garden variety “givens.” You won’t find “take risks,” or “work hard,” or “find a creative outlet outside of advertising,” even though you should do all of those things (and more).
Instead, it’s a list of hard-won lessons I’ve learned—often by having done the opposite and living to regret the results—that weren’t taught to me in class (or perhaps lessons I slept or partied through). And they’re the things I often see lacking in the fresh faces pouring out of school. It isn’t comprehensive by any means, but hopefully you’ll find it of use.
1) Don’t play politics
There’s an element of politics in advertising just like in all things. There are egos to be stroked, tits for tats and angles to play—usually involving dealings with your clients. That’s fine, but avoid being sucked into internal agency politics. Those who play the bitch and gossip game are oftentimes compensating for their own lack of value added and are looking for allies to cover them. Don’t.
2) Fund your 401-(k)
Or whatever retirement plan your agency offers. When I talk to creatives, I am constantly amazed at how few do this. Look around your agency. How many grey-hairs do you see? Right. Unless your name is on the door, you won’t be doing this forever. Start off deducting a small percentage of your pay—say five percent—and add to your retirement plan every time you receive a salary increase. Get an eight percent raise? Toss three percent of it into your retirement and take home the other five. Step, repeat. You won’t miss the three percent you never saw and you’ll appreciate yourself for doing so later. Adding to your retirement plan is you paying yourself.
3) Don’t be late
To meetings, to recording sessions, to anything. It’s a matter of money and respect. Constantly being five, ten, fifteen minutes late is a trend I’ve seen on the up-tick with young creatives. Don’t do it. Not even to internal meetings with your Account Service teams. I’ve fired session talent, on the spot, for being late. Tardiness costs my clients money. I’ll fire you, too. It’s the same pool of cash and is disrespectful to boot.
4) Don’t be an ass, dickhead—you ain’t all that
Congratulations. You’ve won an award and, if you’re very talented and very lucky, it’s a Big One. Don’t let it go to your head. No one likes working with assholes, you included—especially if you’re simply an ass for ass’s sake. Karma’s a bitch. Remember, there’s a reason hubris is the most tragic of Greek Flaws.
5) Learn mechanics
Here’s another one that’s on the up-tick. Today’s portfolio schools teach screen-ready art. That’s great for your portfolio but learn print production technique so it becomes press-ready; the difference in Pantone sets, mechanical production, and even common sense things like naming your individual Photoshop layers. There was a time when everyone knew how to cut Rubylith (and if you know what that is you’re old like me). Now, no one knows how to make sense of your muddled, sixty-meg, thirty-filter Photoshop file, including you.
6) Think twice, speak once
There are a lot of very bold, bright people working in advertising, people who hold strong opinions and feelings about the work. Boldness is a virtue so, in meetings, you’ll be tempted to chime in with your own two cents regarding whatever point is being discussed. This is a good thing, but be sure to speak only after you’ve thought about what’s being said—after really digesting the comments and analyzing them fully—and not just speaking “from the gut.” Your words will match your intelligence and someone might actually listen to what you have to say.
7) Don’t be afraid to stay
Much has been said about jumping jobs in order to climb the salary ladder. I have friends who change jobs almost yearly. That’s all fine and dandy, but if you find someplace where you’re doing good work, are rewarded for what you do and feel at home with your fellow ad monkeys, don’t be afraid to stay. There’s more to life than moving boxes.
8) Concept on the fly
I learned this one from an old boss of mine, Jim Hradecky, and it has paid off in spades. If you are able, in a client meeting, to brainstorm on the fly and throw out breathtaking ideas that leave the clients nodding their heads, by all means, do so. You will shock and awe them in amazing ways, and buy-in on the back end will become amazingly easy. If, instead, the ideas you toss out amount to “make the starburst fifteen percent larger,” I may slap you myself in the meeting.
9) Learn the business of advertising
We work in a business, people. A business. Learn what your agency’s profit centers are. Hell, learn what a profit center is. Know how your agency really makes money—media, production, billable time—and work (and think about how) to maximize it. Your bonus check will reflect your efforts—and might lead to your owning a successful shop someday.
10) Help someone else
If you’ve found a job in advertising, I’m Ivory Soap-certain you owe your position, at least in part, to employed ad monkeys who helped you along the way. Pay it back. Look at student books. Offer feedback and advice. Pass out phone numbers and keep your ears open to who’s hiring. Help out up-and-coming juniors who, just like you once did, need encouragement and direction. You won’t regret it and those you help won’t forget it. I know I haven’t.
Email Article Sunday, September 10th, 2006 at 03:04pm Mack Simpson
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21 Comments Add your own
1. Matthew Peschong | September 10th, 2006 at 4:31 pm
Sorry I cannot add much to your post.
It was an enjoyable read though. Very well thought out.
2. Mack Simpson | September 10th, 2006 at 5:25 pm
Thanks for the comment.
Patrick, over at Brand Architect, has added to the list. (Thanks, Patrick– good stuff!)
Anyone else have any additions?
3. makethelogobigger | September 10th, 2006 at 6:16 pm
Great list, great thoughts. Here’s a few other that reinforce some of them if I might:
Number 3.
Number 3.
Number 3.
So simple a thing yet goes a long way to reinforcing #4 if you show up like the rock star you think you are. Even if you are. ‘cuz then George Parker will write about it.
Also, if you can’t avoid being late, CALL. CALL. CALL. Even if you can see the place from the thruway that you’re stuck on, call.
1a) Responsibility. Do not ever undermine your own team and throw them under the bus just to bail yourself out of an uncomfortable situation. Even if the client is looking to blame someone.
Once you lose your team’s respect, forget it.
Conversely, have your team’s back. If someone is getting the shaft unfairly, don’t let others talk you into agreeing with them. Stand up for them.
10a) Champion someone else’s idea. If anybody, from a junior account person all the way up to a CD throws out a killer idea, don’t be pissed, give ‘em props. Be mad you didn’t come up with it, fine, but use that to inspire you to come up with the killer idea.
3) Respect. You are in a creative business, probably had the support and financial backing from your family. You’ll get to work in cramped cubicles at a bad agency or great spaces at a killer one and make beer runs Friday afternoons, be at shoots with famous athletes, etc.
And at some point you will come across the blue collar worker, (who may also have their kids with them because they can’t find a sitter), who is emptying your trash can at night. Sounds like a cliché, but there but for the grace of God go you.
DO NOT EVER THINK LESS OF THEM OR TREAT THEM LIKE SHIT.
Do not ignore them, overlook them or make fun of them. YOU do that job for minimum wage, then we’ll talk. Same for the printers you will run into on press late at night who are trying to fix your ghosting problem during the third shift.
They may be Giants fans who your Jetta-driving, Starbucks-drinking, Coldplay-listening ass looks down on, but they all are doing just as honorable a job as you are.
Remember, when the rubber meets the road, somebody has to ultimately produce and execute this brilliance we dream up .
Take time to thank all the crews and people you work with.
4. Mack Simpson | September 10th, 2006 at 8:03 pm
All terrific advice, Bill– especially the part about not pissing off George!
5. jamesh-h | September 10th, 2006 at 10:46 pm
Mack: Great thread. Valuable for all of us - even too-old-to-be-Gen-Y folks. Thank you.
As a junior, I learned many great things from my good friend (and UT Alum) Glenn Gill: Write things down. Remember people. Write thank you notes to the folks who send you shwag or polish your spots. Save your receipts and hire someone to help you do your taxes - ad folks can itemize like crazy.
Plus these:
Respect photographers, musicians and illustrators and give them a chance to show you what they can bring to the gig - no artist likes to be treated like a vendor.
Have some friends (somehow) outside the business to keep you from being a bonafide ad nerd. It’ll give you some perpective and give you practive talking to the unaffected.
Don’t have sex with people you work with - it’s awkward for everyone around you.
6. Dabitch | September 11th, 2006 at 6:26 am
Add “don’t be early” to that number three, I once was early to a meeting due to a mixup - a full hour early - and begged the receptionist not to tell my meetie so I instead could go kill time in a cafe, but too late she rung the person I was supposed to met and she viewed my book with thinly veiled contempt. Just don’t throw other people schedules out of whack and you should be fine.
7. David Wen | September 12th, 2006 at 2:05 am
These are coming from a recent UT ad grad’s humble perspective
11?) I’ve heard from numerous people, including a sixty-five year old Art Director, that advertising is a family (kind of like the mafia?) in that everybody knows someone who will know you.
So, the toes you step on to move up are the very feet that will kick your butt on the way down (paraphrased from a good friend).
12) From what I’ve observed and heard (sort of like professional sports), advertising is an industry for the young and fresh. Also, I’ve heard the “cut-off age” is around 50.
8. PLD | September 12th, 2006 at 8:40 am
Thanks Mack. I hope I never forget any of this.
9. Mack Simpson | September 12th, 2006 at 10:07 am
Thanks. I’ve had fun seeing what others have added to the list.
Steve, over at Adrants sent me an email with this included in it (reposting here, not to break the email taboo, but because it’s a good one):
“You’re right on the money - and may I add #11:
You are young and hip and NOT the target audience. The sooner you learn to think like – and concept for - a banker or housewife or truckdriver, the more successful you will be.”
And True, over at Beyond Madison Avenue has added a couple more to the list as well (included by following the link).
I’ve also had fun seeing which ones are called out as being favorites by different creatives (and creative types).
Dabitch likes #7, David likes #6 and Tim, over at Adfreak likes the dirty words.
(And the nice folks in the planning department at Fallon seem to like them all.)
If you have any to add to the list, send them in– I’m always interested in hearing what lessons you’ve taken away from working in our industry.
10. Daniel Piersa | September 12th, 2006 at 2:23 pm
As an up-and-coming ad Junior, I could use a few #10’s out there to help me out. Email me if you know about leads in Boston, NYC, Philly…thanks.
Note from Mack: email addresses aren’t visible to the viewing public (for good reason), but if you’re in one of the three markets Daniel mentions and want to help him out, he can be reached at daniel {dot} piersa {at} comcast {dot} net. Thanks.
11. Roy Coffman | September 12th, 2006 at 5:17 pm
Mack that collection of wisdom needs to be pounded into a lot of young minds as they fall into this business. David Wen’s comments about the toes you step on to move up (especially the gray ones) are very important as well! Thank you!
An old white haird guy who started in 1966.
12. Wyndham Garden, Overland Park, KS | September 12th, 2006 at 8:53 pm
On the one hand, your list offers solid advice with decent insights. On the other hand, here are some responses for the kids and the mentoring (i.e., elder) generations:
1) Ad monkey see, ad monkey do. It’s hard to avoid politics if it’s the modus operandi for agency management. Chilluns, if you land at a politically-charged agency, try to get out quick. That is, don’t just avoid playing politics — avoid agencies playing politics. Good luck finding politics-free shops.
2) It’s amazing to see how the youngsters ignore their 401k. Wonder if it has anything to do with incredible college debt compounded by shitty entry-level salaries.
3) This advice needs to start with management. Are creative directors making writers and art directors wait and wait and wait? Respect for everyone’s time is everyone’s responsibility.
4) This wouldn’t be a problem if the elder statesmen hadn’t made winning awards such an obsessive, masturbatory act. Again, ad monkey see, ad monkey do.
5) OK, the youngsters will agree to learn the old school mechanics when the elders learn some new school skills.
6) No issues with this point. Except the same advice should be directed to ALL account people, regardless of their experience level.
7) Sorry, downsizing and nomadic clients make moving around a fact of life. Be ready to run at the first opportunity. You’re the first ones hired and the first ones fired. Paranoid Boomers are not your friends, adpups.
8) Not sure about this point. As a creative director, I want my kids running ideas by me first. I’ll help to make sure the ideas are client-ready, and I’ll help you sell them. Provided I’m not a paranoid Boomer playing politics.
9) Yeah, be curious about the business. But focus first on coming up with great ideas. Big ideas are more important than billable hours. Let your managers worry about the business shit for now. You should be a creative, not an accountant or manager.
10) This last point is brilliant. Reread it daily.
13. Faris | September 13th, 2006 at 6:11 am
Great advice Mack!
Not sure I can think of anything to add - except maybe give a colleague a hug once in a while!
I had a friend once who said she wanted to keep her work and like seperate.
That never made any sense to me.
I’d much rather be friends with the people I work with, and I tend to hug my friends!
14. Jess | September 13th, 2006 at 9:48 am
Great read! Helpful advice for those who needed it and for those who needed to be reminded ^_^
I do have some small, but important, advice for all the recent college grads or soon-to-be grads…
NEVER STOP LEARNING and take the initiative to teach yourself, the world outside the classroom is much larger than you think…and much more complicated.
I cannot tell you how many advertising students don’t read a copy of Adweek or research what’s happening in the ad-related scene every now or then. Will you have a good education in the field just by having a college degree? Sure. But don’t think you’ve learned everything there is to know.
I, unfortunately, see too many students act as if the world they’re about to enter is nothing but a piece of cake and that they can simply apply what they’ve learned in class in work. Those types of students have a very harsh realization coming to them when they realize THIS field is much more difficult and demanding than they think. Life isn’t a perfect-fitting puzzle.
So continue to study and learn – not just your field but anything and everything else, even politics, economics, business and whatever it may be. Everything is connected. Plus, you can’t argue with wanting to be smarter eh? *_~
15. theo kie | September 14th, 2006 at 9:18 pm
And if you went to an ad school instead of, say, UT, continue to educate yourself on all things non-advertising. My one concern with ad schools is the fact they don’t feed minds in the myriad of ways a university setting can.
A creative brain filled with the flotsam of science, math, sociology, philosophy and the like is far more valuable to me as a CD than all the slick looking, Archive-inspired student work in the world.
16. Nancy Wells | September 19th, 2006 at 2:37 pm
30 years as a copywriter and my advice would also include: play nice with the designers. They make your words look good. Share your donuts.
Never talk confidentially to anyone who is on a speaker phone or put something negative in an e-mail.
Don’t have more in your office than you can carry out in one trip–and always keep your resume and samples up to date.
Finally, if you don’t like people changing your words, write your own book. Everyone thinks they’re a writer–especially when they are reviewing your work. Get over it!
17. neil christie | September 20th, 2006 at 8:12 pm
I like your list. Here’s another: respect your clients. It’s evil and poisonous if the agency criticizes its clients. It demotivates everyone and creates a negative atmosphere in which great work cannot thrive. And if you can’t find anything to like and admire in your clients then why are you working with them?
18. Carol | September 21st, 2006 at 3:12 am
Saw this at Russell Davies blog. Can I add something?
The best creative guys GET research. It’s an inspirational tool not an assassin.
Numbers are your friends. So is good qualitative - if done well. Whoever invented the focus-group-in-viewing-facility does not understand how people think or talk. That is not research, that is piss poor performance art.
Listen to the stories that come out from research. You can tell in your gut if they’re helping.
19. veena | September 21st, 2006 at 5:28 am
The point no 9 is something that most creative folks tend to forget.
Customer oriented behavior is not just for the servicing folks guys, wake up and smell the coffee….even Michelangelo had to please someone in order to make his art viable …
20. Mack Simpson | September 21st, 2006 at 3:27 pm
I’m loving all the recent responses coming in from the nice people visiting via Russell’s blog. By way of extending the conversation, I found this great link on his site that also offers great advice… to planners.
21. Toufic | September 22nd, 2006 at 9:07 am
Hi Mack,
Good advice.
Again going back to politics, lets face it, in our advertising world ‘talent’ just aint good enough sometimes, you need to play politics and you need to fight for credit; otherwise youre just an idea machine who will never get to produce the ad and will only get rewarded internally.
Im not saying, get involved in personal or financial issues but dont be a complete island.
Second point I would raise is that I would advice young creatives to fight for their ideas and never be intimidated to present an idea to their CDs. Take a scribble and knock on your bosses door and show him/her, they might be busy but trust me they will appreciate it.
thats all, hope i wasnt talking crap.
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