Think Big. Create Big. The Aftermath.
PHXEGO headed out in full force to the AAF's Creative Director panel at Film Bar. We must say, bravo. This event was well put together and executed. The night started out with some drinks and mingling, then everyone was herded into the theatre. The seats in this place were amazing. Possibly one of the most ugly color greens we've ever seen, but the comfort was all that mattered.
Bob Case came off as very traditional. He separates traditional and interactive advertising so you might get stuck on one side limiting becoming a well rounded creative. If Lavidge is anything like their creative director, you are going to be in a relaxed laid back atmosphere.
Tom Ortega was the most entertaining of the four, hands down. This man is a great story teller. We can see clients being happy just being around him. He was also prepared to answer a question about Hispanic advertising in a well thought out manner on the spot. Though if you work for him, he will not hire you, know your name or what you do.
Jason Smith stayed quiet for most of the conversation. When he would talk, it was mostly about himself. He did mention he had just moved here from San Francisco so that might explain it. He appears to be very technologically driven so hopefully he will share that knowledge with the community once he settles into the Valley.
Tim Washburn was probably the most well spoken and prepared for the questions from the moderator. He never up staged anyone, he seemed very appreciative of his staff and he appears to be the most prepared to take on advertising which ever way it may go in the next 10 years.
Once the questions started flying, it was easy to tell the difference between the creative directors and get a look at how it might be to work in one of their agencies. Some of the topics of conversation included:
What are your tactics to get people to buy in?
J.S. - Think long term.
T.W. - Know your client and what will work for them. A client's spouse might be the only opinion that matters and if that's the case how do you use that to your advantage.
B.C. - Know your client and learn through interactions.
T.O. - Reister goes in loaded with research and data. (This contradicts an earlier answer he gave about not developing ideas around data.)
When are you most creative?
T.W. - 72 hours before the deadline.
B.C. - Once crisis mode ensues.
J.S. - Early in the morning, 5 or 6am.
How do you break creative block?
B.C. - Walk around the office and collaborate with other creatives.
T.W. - Collaborate with others. Interact with the people that work for me. They are a lot better than I am.
J.S. - Need to work together to get to the solution.
What are you reading right now?
B.C. - How we think.
T.O. - Half Broken Horses.
J.S. - Farewell to Arms.
T.W. - Brand Gap and Ogilvy on Advertising.
J.S. - The Book of Gossage
B.C. - Lee Clow's Beard (twitter)
For those coming out of school, how do they break in? What skill sets are you looking for?
B.C. - Start in production/internships and work your way up. Local agencies don't have multiple teams working on clients anymore.
T.W. - Photoshop and video editing. If you do layout, Illustrator and InDesign, we don't have a use for you.
J.S. also mentioned he is trying to hire diversity. Students, maybe that's your way into Moses Anshell.
Overall the event was a nice view into the way each of the agencies operate.
photo from Nomadic Facebook Page.