Friends of Advergirl: Please check back on Friday for the start of a series of new posts on social media, crack-the-code advertising, (live coverage of) iCitizen and high-engagement e-commerce. Until then ... well, they'll be a bit of a service disruption while I manage a mad week offline.
Thank you to everyone who attended the PRSA conference this morning. Below is a copy of the presentation I shared:
If you want to connect with me online, take a spin around the blog. There are links for just about all of my online contact points. If you want to connect with me offline, call Ologie at 614-221-1107.
Advergirl readers may remember the name David Griner. Either from his much-more-successful blog or - I can hope - from our fabled battle over the rightness of Wendy's Red Wig. (Speaking of - I noticed they didn't get bought out until after they dumped my favorite wig for that squeaky Girl Wendy rehab. Moving on...)
Today Griner spotted a great class project for readers and writers of the social web. I'd love it if we could all get involved:
Background: This week, a fair-trade coffee roaster is promoting his new bakery on Twitter by offering to give out free coffee after reaching 100 (Twitter) followers. (Griner was Follower No. 2.)
A rather un-authentic approach, but, hey, at least he's trying to use the medium.
So, here's the strategic challenge: Begin by logging on to Twitter. (If you're not signed up yet, this is a great opportunity to try it out and be part of a productive little case study at the same time.)
Then, tweet how you would use Twitter to promote a bakery you've just opened.
Griner's already collected some responses that are pretty interesting, but we think this can go much farther in showing the possibilities of social media.
One rule: Remember to put #bakery at the end of each Twitter post, so that Griner can track the answers here: http://twemes.com/bakery
Follow Griner @griner
Time to wrap up rookie week on Advergirl with these three last things:
A list of all the articles, ideas and tools for people just starting out in ad agencies:
A huge THANK YOU to all the people who contributed content, ideas and "bad" resumes:
And one more great newbie find: Joe Meadows recommended this CMYK article about friend Brandon's pursuit of the elusive "second job":
Back to my regularly scheduled commentary on all things advertising tomorrow...
I'm excited to end this 'Advice for Newbies' week with a post for young women featuring an interview with Nina DiSesa, Chairman of McCann Erickson New York and Ale Lariu, "mother superior" of SheSays.
Last month, Ale, Associate Creative Director at AKQA NY (in addition to the whole mother superior bit), reached out to me about an event sponsored by SheSays in New York.
Ale explains the big idea behind SheSays this way: "The world is pretty much half men, half women. So why are there hardly any women in the creative department of most digital ad agencies? We decided to stop chatting about it and do something - like hold events where top women in the industry share their thoughts and help people to either get started or work their way up."
Last month, the event was keynoted by the enviable Nina DiSeso, a hands-on creative leader who worked her way up to the very top of "Madison Avenue" and just published a great book called Seducing the Boys Club.
The book is at once mentorship (on success and management) and the story of life lived in an ad agency. Nina has taken what she's learned from male behavior and her own missteps to create a guidebook for getting ahead. If you're just getting started, it's truly a sneak peek into every interaction you'll have for the next 40 years.
Talking with Nina:
Q: Even at this stage in my career, I've been in plenty of meetings where I'm the only woman in the room. I've been thanked for the refreshments and complimented on my shoes, but, generally still end up with the respect and the attention of the room by the end. Do you have any tips for people just starting out on how to win respect / attention in tough environments?
Nina: It’s always best to be needed and essential for something. Not for serving coffee or doing “women’s work” but needed in an indispensable way. This can be accomplished at any level. If you read the story about Harold in chapter seven of the book you will get a good idea of what I’m talking about. There are a lot of ways to get clout in an organization, find the ones that work for you.
Q: Writing a book like this and even speaking at SheSays seems very controversial for a women exec. Particularly one at an ad agency. How did you decide to go for it?
Nina: Actually, I was hoping I’d be retired by now, but it doesn’t look likely, at least for another year or two. It wasn’t much of a risk. My mission is to reach out to women of all ages and help them get in control of their lives, their careers and their own happiness. But this also applies to anyone who finds herself or himself in an environment where they are different from the majority and are having a tough time making progress to the top. McCann Erickson has been behind this from the start and they are proud of the book and me.
Q: How have your colleagues and clients responded?
Nina: With delight. Although the clients always want to sit next to me now so they can see how I am trying to “seduce and manipulate” them.
Q: What are your #1 pieces of "do" advice and "don't" advice for young women working in agencies that could fairly be called "boys' clubs"?
Nina: Well I wrote a whole book about this but to bring it down to the simplest terms: “do” whatever it takes to win, “don’t” resent the men or anyone else who appears to be unsupportive – learn from them. And always remember the most powerful question in the English language: “What’s in it for me?” This doesn’t mean what’s in it for YOU; it means you have to find a compelling tactic for the person who you want to influence. You want something from someone – what’s in it for them to help you?
Q: In Seducing the Boys Club, you talk about "How Men Listen." I love the part of the story where the two embattled ad guys bemoan your feedback with "That's the trouble with this agency..." Have you found any great ways to create more positive environments? Or, at least quell the "this agency sux" happy hours?
Nina: I have never tried to stop the whining and complaining of the creative people. They have to vent and it’s a natural part of the creative process when someone kills their “babies.” We all do it. We get angry, we vent, we believe the person who killed our work is a hack and doesn’t know a great idea from a lousy one, then we get over it and do something so much better it even shocks us. As long as better work develops from this process I don’t mind it and they always forgive the creative director who forced them to dig deeper and get better work. Creative people complain. It’s part of our nature. Allowing us to this and having a sense of humor about it is what makes for a more positive environment, strangely enough. Also winning helps. When we sell good work and win the respect of our peers it makes us happy. It’s a fleeting happiness, but it still feels good.
Q: Can I say - you look gorgeous? The stress doesn't seem to have gotten to you. Do you have any great tips for maintaining perspective?
Nina: Thank you for the compliment. Actually, I do look younger since I handed over the New York creative director responsibilities to Joyce King Thomas and she thinks that she’s starting to look older. (She’s not.) Once on the elevator she announced that she could actually see the stress traveling down my body, slithering across the floor, then climbing up her own body until it lands on her face. Stress does age us but the good news is that when the stress lessens our muscles relax and we look better. At least that’s what I think. You happened to catch me at an unstressed moment. Up until a month ago I was very stressed out and it showed.
Q: How did you get involved with SheSays? And, do you think it's a good idea for young women to join women peer groups in the workplace?
Nina: I was introduced to the group by Alessandra Lariu, who I met at McCann (we were trying to hire her, I believe). I was so captivated by her I decided to speak to her group. I do think it’s a good idea for women of all ages to join up because we often feel so isolated and it’s good to know that we are not alone. Also, women are bright and when we relax we can also be a lot of fun. This isn’t a bad characteristic to develop.
Talking with Ale:
Q: What is your best advice for women starting out in the industry?
Q: What do you wish you knew when you were a rookie?
Ale: Not to waste so much time doing one thing
Q: What's next for SheSays?
Ale: In the UK we've started to run free presentation courses. In the US, we'll continue free monthly meetings showcasing amazing women in digital/advertising. We'll also set up our mentorship program called 'Who's your momma'.
Last words: Don't forget to order the book.
In some important ways, advertising rookies are the most valuable ad guys in the agency. Not yet jaded by experience, full of new ideas and skills, hungry to try just about anything, they challenge agency cultures in small, but powerful ways.
To keep what's good about being a rookie, protect what's unique to just starting out:
Just getting started? Check out:
You’ve done your homework. Learned about the agency. Checked out their latest campaigns. Googled the various people who will be interviewing you. Practiced talking about where you want to be in five years (despite the fact that you have no idea).
What else?
Try these: Advergirl’s top five ad agency interview tips:
Offered the job? Check out these tips on negotiating the right salary and package for you.
Assuming that your job search is going at the same pace as this week's Advice for Newbies series, you've rehabbed your resume, built an entire professional network and have been invited into the Greener Grass agency to interview for your dream job.
Now, what do you do when the hiring manager pauses and says: DO YOU HAVE ANY QUESTIONS FOR ME?
You know, questions that make you sound smart, savvy and incredibly in-touch, all while also soliciting meaningful answers that help you decide if this gig is the right fit for you.
My favorite agency leaders from around the country weighed in with what they ask and what they want to hear. Start scribbling these great questions down next to your notes on what you want to do in five years!
Melissa Harbin, Account Director, Goodby Silverstein & Partners
Dirk Defenbaugh, Executive Director, Fitch
Pete Scantland, President, Orange Barrel Media
Gordon Robertson, Creative Director, MARC
John Reid, formerly associate creative director at Crispin Porter + Bogusky, currently footloose freelancer about to start a month at Chiat / Day
Joe Niedecken, Art Director, Resource Interactive
Ross Popoff-Walker, Interactive + Youth Design Strategist, Forrester
Julie Hamlin, Public Relations Director, Burkholder Flint & Associates
Emily Peterson, Account Supervisor, engauge
Patti Cullen, Account Supervisor, engauge
Len Damico, Art Director, The Star Group
The two most common questions I receive from people starting out are:
To find the answers, I tracked down two of the best-networked professionals I know to talk about how to get started.
Jen Fleishman and Miguel Perez are account directors at Ologie. Both relocated to this market from New York City. And, not only landed at incredible jobs here, but also quickly built up significant professional and personal networks.
Just to give you a taste of the feats of networking genius these two are able to pull off: Miguel recently signed up 1298 people to HIS TEAM for the Komen Foundation's Race for the Cure.
Forget Technology
The #1 tool in networking isn't LinkedIn or Facebook, it's a paper list. Or a lot of little lists.
Advergirl: What's your best advice on how to start building a network?
Miguel: When I came back here from New York, I asked people I know to make lists of people they were connected to in the industry who might be good for me to talk to. I'd have coffee with that person and ask for another list - who did they think I should talk to?
Jen: It's an informational interview. You find the person who has the job you want 10 years from now and find a way to meet them. Through people who you know. Parent networking. Or just getting on the phone.
Miguel: Everyone you come into contact with knows someone who can introduce you to someone. You just take them out for coffee. It doesn't have to be fancy. It's not a big dress-up interview.
Miguel: It's how I met my business partner when I moved to Columbus. I still network this way constantly. I always say yes to people who ask to talk to me about their carers.
Jen: I picked industries I liked and often spoke with women executives there. I'd bounce some ideas off them and get career steering. This is what I'm thinking about doing - is it a good idea?
Jen: I got a lot of job offers this way. By being buttoned up, asking good questions and being genuinely curious about what they do.
Miguel: People love to help. It's as simple as saying: I want to get started and I don't know how.
Jen: You do have to set expectations, you might have 10 painful conversations before you get one meaningful one. You're not making friends. You're making contacts.
Miguel: Networking and getting a job are so different. It's not who you're going to work for. I help people get jobs all the time. I have folders full of letters and cards from people I've met with. My niece graduated three or four years ago and she and her friends knew her uncle was well connected. They contacted me and I met with them and helped them get started.
Advergirl: What about networking events?
Jen: Sure, there are local professional networking events. And, professional organizations, like the National Association of Female Executives.
Miguel: I think networking is a product of being places. Talking to people, not necessarily networking events.
Jen: If you do go, breaking the ice is just a matter of being confident and calm enough to be able to talk to people. Ask questions like:
Jen: One trick I use at a conference or event is to say I'm conducting an informal survey and ask a question, like: which tradeshow booth has the best giveaway?
Can't I Use Some Technology?
Of course. This is still Advergirl afterall. I can't get away from my technology addiction entirely.
Three ways to use online tools for networking:
Tomorrow: Questions YOU should ask in an interview to sound savvy and get meaningful answers
Danielle Hueston, Rochester
Before/After:
Why:
I've chatted with Danielle a few times via email. She reminds me entirely of my mentee, Lauryn. If the similarities are as close as I think, Danielle is going to be horrified when she sees this resume. We have completely ripped the security blanket of CONTENT out from under it.
Let me back up a second. Danielle is at her first agency job and is going above and beyond at it. But, like John, is nervous about what comes next. How do you leverage the sometimes-menial work of an entry level gig into a meaningful career? Plus, she wants more responsibility and to bring more of her ideas to the table. Danielle mentioned that she already made the "difficult decision to remove my first job ever - 5 glamorous years of making pizzas and salads," but we're going to cut even further.
Here are the changes we made:
Looking for more ways to talk about being an AE?
Read the single most popular Advergirl post ever: AEs-This is your real job description
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