Friday, April 13, 2012

What agency vets can learn from students.

I spent the last two days being inspired about my profession by college students who would walk through fire to get a shot at a similar career.

The occasion was AdFed's District 10 National Student Advertising Competition in Shreveport, where I served as a judge.  Students from 20 universities competed as full-fledged agency teams on a live case given to them by Nissan.  Their assignment was to help the automaker increase its share among multicultural millennials, and they did so by conducting their own primary research, developing positioning strategies, creating fully integrated creative campaigns against a $100m media plan that they researched, priced and designed.  The teams had been working on this assignment since last fall, and it showed.

I was in awe of their poise, their professionalism and their fearlessness.  They rocked it.

During my two days I couldn't help but think that agency professionals – those who already have the careers these kids covet – could learn a lot from these students.  This goes for me, too.

They did their homework.  They knew their content and exuded confidence in their points of view.  Too many times we see agency professionals "wing it" due to lack of prep time or sheer laziness.  This is apparent in meetings where it's often easy to spot the person who read the executive summary versus the individual who took the time to probe, dig and validate.

They showed passion and enjoyment.  They exuded the feeling that they had fun working on the assignment.  Clients love this, but too many times are left wondering whether or not the agency team actually likes the client's product or company.  (Think how that must feel.)

They behaved as an ego-free team.  Although they had their account director, media director and creative director, these were merely titles, not dueling fiefdoms.  They came across as one team with one dream.

They presented with confidence.  Granted, they had a lot of rehearsal time.  But it is often shocking how many times we see agency professionals unable to present.  We are in the communications business, and one that sells at that.  Presentation skills should be a given.  

They took risks with their ideas.  They behaved as if they had everything to gain and nothing to lose.  This mindset liberated them to present ideas that were unexpected and bold.  They weren't trying to play it safe or make people happy.  They played to win big.

This summer will mark my 30th year in the business, from when I started as an Assistant Account Executive at Ogilvy in New York.  Three decades later I am still passionate about what I do.  I love the left brain/right brain nature of the job.  I love that advertising sits at the intersection of business, art, pop culture, entertainment, anthropology, psychology and technology.  I love the smart, passionate and rebellious people this industry attracts.

My hope is that these kids will say the same thing in the year 2042.  Between now and then, I hope they never lose the traits they displayed this week, and that our industry embraces this next generation.  We need them more than they need us.  As I've written about before, the Millennial Generation has the skills to help save and reinvent Madison Avenue.  Let's give them their shot on their terms.

6 comments:

Anonymous said...

I was a judge at D7 and I can't tell you how difficult it was for us to choose a winner. The work was at such a high level that some of these teams would put some real, money making agencies to shame.

Zachary Morrison-Ruiz said...

With so many people criticizing our generation for lack of creativity and laziness, it's good to know that someone sees and acknowledges those of us who work hard. So thank you.

Zachary Morrison-Ruiz said...

With so many people criticizing our generation for lack of creativity and laziness, it's good to know that someone sees and acknowledges those of us who work hard. So thank you.

Adrian said...

I really appreciate the kind words. I was on a team in pod 1 in District 10. Even though our team placed 3rd, I learned more working on our campaign than I ever would otherwise. We put our hearts into our campaign, and I am honored that you, as well as the other judges, took time out of your busy schedules to critique us. I'm sure I can speak for every student at the competition when I say that we appreciate you as well.

Adrian said...

We really appreciate the kind words. I was on a team in pod 1 in District 10. Even though we placed third, I learned much more from this experience than I would have otherwise. We put our heart into our campaign, and I am lucky to have this opportunity. I'm sure i can speak on behalf of all the students when I say that we really appreciate you, and all the judges, for taking the time out of your busy day and providing your feedback on our work. We rarely get the opportunity to hear from someone in the actual advertising world, so it means a lot that you were a part of our experiences. Thank you.

. said...

I was part of a team competing in D4. I appreciate these words more than I can say!! It's been one of the best experiences of my life working on this campaign with my team, and I can't wait for what's to come from all of it- Even if it is just looking back and laughing at what happens passed 3 am in the ad lab. Thank you for being a dedicated judge. It validates that the work we put in all year, is worth something.