mccann creative mentorship
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“Advertising is not a profession.”
Richard Huntington
You learn by doing.
Especially whenthere’s someone to
look after you.
Two problems:
1. You learn into an imperfect system
2. How the f**k do you get into the system?
1. The system
Mediocre Brief
Little time for ideas
Poor feedback
Lots of revisions
Even less time for ideas
Even poorer feedback
Gets approved
You shoot
Don’t recognize your idea
Mediocre brief
Literally, you do not have the right setup for learning
2. How do you get into the system?
Perception: “hard to get into advertising”
Reality: “it’s not hard, only a bit too mysterious”
it’s the result of a (dubious) recruitment process
and not the outcome of a transparent selection process
3. How does advertising get the best talent?
trial and error
solution
a tool that offers the benefits of the system
without its shortcomings
a tool that offers a straight path from talent to
advertising
and a straight path from advertising to talent
Aaa.. McCannCreative Mentor-what!?
•An interactive creative guidance program•An online community of future hotshot creatives•The chance to learn from the experience of master practitioners
How does it work?
You will be receiving a brand new brief each month.
Solve it in two weeks.Get feedback within the following week.
Get back to work for one more week, and see if you can come up with the big idea.
the concept
How to get in?
•we challenge you to try your hand•you hit us with your best shot•we take a look at it•and then you’re in
Who are the mentors?
senior creative people
and guests from related creative fields
Coming May 20th In the meantime, check out the blog athttp://creativementorship.blogspot.com/