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.