The class is split into 5 agencies with 10-11 people in each. Those agencies have CEOs, project managers, designers and creatives. All agencies have three clients each and the possibility to pitch for more clients as well. All assignments are real and paid for by the clients with actual budgets, a pleasant pressure on delivering great work. My agency goes by the name of Forever & Young, we're 11 people. Right now I'm in charge of the current pitch for a real estate company here in Sweden – as a process leader, facilitating a group of four creatives and helping them work towards the winning idea. It's a nice change for a couple of days stepping back from creating ideas. It's more about structuring the idea development process and trying to create a creative atmosphere in a group in order to help them be more effective – a great learning experience. Next week I'll continue the work on one of our clients as an art director.
If you should find any other creative offices around the world with Streetview, please share with us.
They have a few briefs floating around the place for interesting brands and seem to be a hive of busy idea bees as they also encourage the youngsters to realize their own ideas and develop original intellectual property. The place seems to have a a good vibe about it, fun is an integral part of their creative process. They pulled off a couple of stunts to introduce themselves to the industry, send aging cream to Mother, wrote a April's fool article on campaign and held a creative session for a day on the circle line.
They do enjoy being called the new Mother by others and had some positive comments from other rock star agencies like Anomaly. We'd say it's a teenage pregnancy so far, we'll have to give them the nine months to see how it works out with the motherhood. We salute their fresh approach which is rather relevant to us and many other young creatives out there. We're curious where it goes and the work to come out of creative orchestra. Maybe we'll even get to contribute.
They did some sweet stuff for Peroni, remaking La Dolce Vita. We'll be there for a couple of days, maybe longer helping out on a pitch. Fun and lots of work so far.
After some placements you realize that there's much more to it. Now there is one main criteria we're looking for in order judge whether a place is for us or not: a creative (director, or team) we can learn from. I think that's the critical point when you start out in this business, to find someone who can act as a mentor and help you moulding your potential and make you a better advertiser. A creative whose opinion you can absolutely trust and seek out if needed. Not someone who solves your problems, but rather helps to find the solution yourself. Finding such a person is not as easy as it seems and once you find that mentor, showing them enthusiasm and hunger is the real challenge.
When we look at an agency, we do not care about the name above the door. It is a only an indicator for where the great people are. We care more about the one person that can teach us to reach the next level – a creative sensei. Scamp and Dave Trott are great examples for this breed of advertiser. We're interested in your thoughts. Do you know more creatives like that? Or have you found your sensei already?
For last nights brief, Chris asked us to put together a reaction diary for the week. And last night he explained why it was so important to be able to read reactions, as only then can be really evoke them. Chris talked about many things last night but I think the one point he wanted us to go away with was everything we do should get a reaction.
Here’s the template + instructions we were given, so if you want you can try it yourself.
There, we met Richard Walker, the Creative Director and showed him our work. We admire the work of KesselsKramer and are very excited about what they might will do in London. If we keep pushing our book, maybe we'll get the chance to be part of it someday. Have a look at some of the stuff they did.
'This is it. The major casting call for all of the best of the best. If you don't know if you are the best, apply. If you can tell a good joke, apply. If you can use proper toilet etiquette (see below), apply. If your mom thinks you are handsome, apply. If you are a designer, a writer, a creator, a thinker, apply. Take a risk and the payoff could be huge.
This just might change your life.'
A month has gone by in Publicis Dialog/Modem now and I had the pleasure to work on two pitches. I also got offered to stay for another month, yay. In the beginning it was rather boring to be honest, I had a lot of briefs not involving creative, but design. The situation rectified quickly and there are some interesting things on my table now. The work load is pleasantly balanced between online stuff, and fully integrated work and the old bit of design in between, to keep the skills fresh.
Other exciting things are happening as well – I'm hitting the streets again with my book. Curious, what will come out of it.
So I did. They offered me an art director's job in Qatar – with a wonderful payment, you can dream of as a junior creative in London. The specs: huge client portfolio, big budget just for fake ads, no brand strategies – win awards, loads of 'em. Tempting. Very. Worth it? Let's see:
I dream myself of working in a creative London agency. It's a though one. Would it be easier to get into a good one after winning awards? Awards for fake ads, in categories which haven't been exploited that much? Could I come back to London from Qatar after a year and get a job easier? I know quite a bunch of people who came to London from other countries. They had agency experience, they had awards. Still, they couldn't gain ground in the city. After some time and countless meetings with headhunters they had to travel back to their country. Of course – there, people would throw jobs after them. London's international ad victims.
I turned the offer down. Maybe you would think that I'm really picky. Yes I am.
I'm not looking for that one ideal agency, I'm not after a big name. I want a place where I can grow and learn stuff I admire. And that is not necessarily ads just made to win awards. And hell yeah – I consider doing that outside of London. As long as I'm getting better there it doesn't matter where it is or how much they pay.
Coherent? Or stupid?
Exciting? You bet! Tonight we'll clean up our book a little bit so it's ready for tomorrow's portfolio night. Apparently all tickets are sold out. We hope to get some good shots from all the young teams we'll see there.
- Jeremy Craigen / Executive Creative Director / DDB London
- Adam Tucker / Creative Director / DDB London
- Ben Clapp / Creative Director / Tribal DDB
- Stephen Reed / Creative Director / Tribal DDB
- Paul Brazier / Creative Director / AMV BBDO
- Tony McTear / Creative Director / TBWA London
- Graham Fink / Creative Director / M&C Saatchi
- Dave Alberts / Executive Creative Director / Grey London
- Dave Beverley / Creative Director / Leo Burnett
- Dave Hillyard / Creative Director / Publicis
- Russell Ramsay / Chief Creative Director / BBH
- Nick Gill / Creative Director / BBH
- Matt Powell / Creative Director / Profero
- Seb Royce / Creative Director / Glue
- Sam Ball / Creative Partner / Lean Mean Fighting Machine
- Dave Bedwood / Creative Director / Lean Mean Fighting Machine
- Andy Sandoz / Creative Director / Agency Republic
- Gavin Gordon-Rogers / Creative Director / Agency Republic
- James Cooper / Creative Director / Dare
- Daniel Bonner / Creative Director / AKQA London
- Justin Tindall / Creative Partner / The Red Brick Road
When an idea recession hits us we tend to look very desperately at our tiny desk and search the walls for inspiration.
Since the best way to help seems to be singing we are left with no other choice than sing along – Val enters the agency’s history with the lowest score on SingStar ever (I think it’s because of Kristin’s voice in the background!).To enjoy more wonderful Grand Union madness visit their wonderlicious blog littleunion.
Also - check out www.flickr.com/photos/debauchee/ for much more impressions from the podfight last week. Very nice pictures there, can anyone spot the one with us?