You are on page 1of 24

DONT CHEAT UNLESS YOU HAVE TO Nuns and shuns !!

Yern da mean

1738

Remy Boyzzzzzzzzzzz

Yaaahhhhhhhhhh Baby

APPLE: Mark Bunting - (09/07/2017 )

Apple is perceived to have something that their competition does not SIMPLICITY.
1975 First logo:

The Apple I (1976) had less parts than any other competitive product.
1977 Second logo: (Steve Jobs wanted to redesign the Apple logo to be more iconic
(rainbow apple))

Apple was initially aimed at electronic enthusiasts.


Apple was the first computer that went into Computer Magazine.
1984 ad = saving humanity from conformity, dystopian future
https://www.youtube.com/watch?v=iwXr4nF107Q

1R
The Apple II would become the first mass-marketed personal computer, and it took
Apple to a new level of success.
Apple had personal computers but there was no actual need (not demand, need) for them.
a. So they created demand! (Apple for fun! Apple for work! Apple for emotions!)
Early ads were rich in information and instruction on how to use the new technology.
(blocks of text)
The first ads to feature a slogan. The first signs of Apples simple ethos and design
simplicity.
Unlike competitive companies, Apple ads were more tilted to the creative side than to the
business side.
92% percent of the population did not have a computer.
Apples (1984) Super Bowl commercial, announcing the launching of Macintosh, was
critically acclaimed and brought a lot of attention to the company. The ad was based off
George Orwells novel Nineteen Eighty-Four:
https://www.youtube.com/watch?v=iwXr4nF107Q
1985: The ad that almost killed Apple: The Lemmings ad. Blindfolded executives killing
themselves commercial) The commercial was such a flop that Apple considered running
a public apology for it. Apple portrayed business users as mindless.
https://www.youtube.com/watch?v=V-SJQdREDKM
1990s: iMac. They were produced in color and had important elements of style. This
created brand distinctiveness. Chic, not geek. Campaign introduced Apples new
emphasis on design and aesthetics. The technical details were sort of ignored.
a. 1990s: iMac ad that marks Apples re-emergence as a tech giant:
https://www.youtube.com/watch?v=cFEarBzelBs
iPod Silhouette (2003). Music going digital. Only portable music was a cassette player or
a CD player. This was a huge innovation. The biggest rock band was U2 and they
licensed their music to this campaign.
be.com/watch?v=mpM5nzSEyXE
Mac vs. PC (2006). Created a solid and clearly defined brand identity: a simple and easy
approach to the issues that many PC users have been faced with over the years. VIRUS.
https://www.youtube.com/watch?v=0eEG5LVXdKo

2R
2007: Apples simple yet effective campaign Hello was launched at the 2007 Academy
Awards, introducing the first iPhone. Microsoft released a similar campaign built around
the word Wow, but it wasnt as successful as Apples campaign. Apple:
https://www.youtube.com/watch?v=mmiWTKZzBLY ; Microsoft:
https://www.youtube.com/watch?v=w1XHEE96q2E
2008: iPhone 3G commercial (You, Me, and the bourgeoisie). Very simple presentation,
all-white background so the focus is the iPhone.
https://www.youtube.com/watch?v=P7mC5GXLl_E ???
2011: iPhone 4S and Siri were launched.
Zooey Deschanel iPhone 4S ad. Consumers love ads with celebrities on them.
https://www.youtube.com/watch?v=fbEjCvdGaZU
Apple Music (2016). The company should deemphasize iTunes and plow money into the
on-demand streaming service, changing the way people access and listen to music.
2012: iPhone 5 (longer) https://www.youtube.com/watch?v=KJRu6pv0Oxk
2014: iPhone 5S https://www.youtube.com/watch?v=a9u7l-yE1ec
2015: Apple watch. Hasnt done so great.
2016: Apple music. Hasnt done so great.
Other ads seen in class:
a. Misunderstood Christmas ad:
https://www.youtube.com/watch?v=03KQTCEM08k
b. Dillans Voice Ad (autism ad): :)
https://www.youtube.com/watch?v=oMN2PeFama0
c. Dwayne the Rock x Siri dominate the day:
https://www.youtube.com/watch?v=ufBLI6bB9sg
d. Barbers Iphone 7: https://www.youtube.com/watch?v=hcMSrKi8hZA
e. Earth 2017: https://www.youtube.com/watch?v=YpUa7YvhUJo
f. Taylor v Treadmill: https://www.youtube.com/watch?v=fK_zwl-lnmc

3R
McAfee > VD, WW, Corporate Communication:
Brandie Claborn - (09/14/17)Born in Indiana

Brandie Claborn

Her biggest skill/asset is taking highly technical information and re-wording it so


different audiences can understand
Studied at the University of Southern Indiana (Louisville)
Investor relations as a first career
1st Accounting degree
Dave DeWalt new CEO of McAfee
Did that until acquired by INTEL

McAfee
2nd largest cyber security company in the world. 1,400 vendors in cyber security
Corporate communications > organizing and getting the team marching to the same
goal
Daily 2-3hrs of executive keynote
She says talent lies where you can advertise/market yourself
You are your own brand or product
Security Conference 40,000 people at San Francisco (develop a speech for new CEO)
Keynote and PR basically
Very competitive job > have to be right, different and interesting (everyone wants to
appear @CNN)
Employee communications is equally important
Stand alone open company > acquired > spin out (relaunching people)
Being open and not dead set, good listener and speaker of ideas, and treating people the
right way is very important in internships and on daily basis
The main idea of the company is to thrive as a global security safely
Projects:
Artists are the most dangerous celebs, black Friday spot out...does anyone know what
the black friday reference is?

4 Ps (product, placement, promotion, price):


Product: define who you are to people and be consistent and simple
Price: how much are you worth? Never sell yourself short. Aim for a little above
average?

4R
Place: have a great LinkedIn, Twitter, Facebook (be cautious here), YouTube, and
Instagram
Promotion: right time and right place0

5 Tips:
1. Visuals: pictures communicate complex messages in seconds, and today, time is of the
essence. Use visuals in your next marketing campaign to get more eyes on your brand
2. Timing: In addition to going after events and holidays, consider launching your
marketing campaign during a quiet time of year when fewer brands are competing for
airtime.
3. Data: You already have it, so use it. Comb through your companys data and find a
creative way to incorporate it in your marketing campaign.
4. Humor: Everyone loves a good laugh. Search for ways to be lighthearted in your
marketing campaign. When done right, this can even work for the most sensitive topics.
5. Cause: Were all global citizens and want to do whats best for our communitiesthe
same philosophy goes for brands. Market your cause and win big with consumers.

The Integer Group > Brands and Retailers: Jim


McKinnis & James Henningson - (9/21/17)

The Integer group


One of the world's largest promotional, retail, and shopper marketing agencies.
Focus on retail tech & Connected Commerce
Headquarters at Denver- 24 offices- Located in 21 different countries
Have done projects for PNG, Wells Fargo, Fedex Office, AT&T
Shifting from a brand about mobility to being an entertainment content brand
Jim education background > veterinarian & James is a Business Analyst Director
Cord Cutters, expanding with Hulu, Netflix, Sling TV, etc, are driving the content in the
process of merging/taking over Time Warner
Solutions to brick and mortar such as: Touch and feel sunglasses like Warby Parker try at
home for free
Pepsi & Pizza Hut > big direct data (social media like snapchat and periscope by
Integer)
Basically create a great tech experience instead of show rooming
Project > 20-30 year old female shoppers taking selfies of outfits
They created a Norman door by the background of Norman because of a poorly designed
door

5R
Perfect door, enjoyable & dont even realize it
Hamburg, Germany??? (Whats the relevance here?)
Restriction of retail store because of 6pm close schedule
Created a touch, drag experience product
10 month creation for prototype

Retail is dead?
(It actually isnt! Only 9% of people buy online but its definitely evolving/on the decline)
Disruptions in retail due to e-commerce: 9% of people buy online & 75% of shoppers use
a smartphone while shopping
Malls/physical stores are closing because of e-commerce. Retail on the decline
Promise of free 2-day delivery. Ability to buy on your phone/laptop
Retailers are reacting: Amazon, WholeFoods

Artificial Intelligence (AI)


Hyper-targeted
Pre targeted images for the marketing youre using
Gain more ability to leverage the data that we have
CVS
Discounting products youre already buying with the Extra Care card
Fixed this, by checking the beauty products you bought, matches the color palette
of those products then finds 3-5 new items that youve never bought before. Gives
you recommendation & small discount
Basket-builder using valuable insights
Finds items that should be relevant based on past purchase history
Digging for an insight and then running a test
Whereas AI would be able to do that from the beginning

2022
Already have connected devices, like refrigerators. Provides a dashboard and
monitors the items that you already havetells you when to reorder and can order
for you from Amazon Fresh
Connected cart that allows you to skip checkout

Human-centered design and successful interactions


Interactive shopping windowAdidas window shopping
Took offpeople stopped by and 90% went into the store
Failure *
Prototype and test before going to market
Scan product > grabs similar products to get more revenue

6R
Nomophobia > fear of losing your cellphone
Created a cork placement for beer that could charge your phone while drinking a beer
So the more time you spent at the bar charging your phone the higher the
probability of consumption
Craft is the best beer so they invented a type of
Keep tab handles at bars is the goal
QR Codes is such a hassle
Pallet with beer tastes so that people could think prior to tasting
Kellogg's VC/R app
Captain America Civil War
Created a google box to play games
Wells Fargo
Donation to public library
Smile booth to raise money > 12,000 smiles = $12,000
45 seconds for process
80 hours of interaction with people

Richards Group: Chris Ferrell - (09/28/17)


#skipbuttonlove
Without skippable ads, digital ad revenue is in decline

Digital marketing
Worked for a bunch of brands from retail to CPG
Social, native advertising programmatic thru publishers, etc.
The ones that force you to watch for :15, or allow you to skip after a few
Digital ad creator
We as consumers have more power than ever before because brands have to work harder
to be noticed. SKIP ADS
We are entering a new era of digital ads
Mobile
Social
Video
It all comes down to: User Choice
= Ability to choose to spend time with brands or not
Welcome to the skippable era
Changes how we track and measure
Changes how brands advertise
The questions you should be asking
Should your ad be skippable or non-skippable?

7R
Can you measure the value of a skipped ad?
Does your creative work in the skippable era?

YouTube will do away with unskippable 30 second ads next year, willing to leave money
on the table to not piss off users

Biggest publishers in the space embracing the idea that in order to make the user
experience as good as possible, not going to go along with forced ad viewing

Google will start to penalize websites and publishers that use pop-up ads in their search
results

The currency of the skippable era is time-spent

Creative
Hero benefit

Example: Laysshow an explosion of flavor. Really quickly saw the most
important benefit of the product (does anyone remember this specific example?
<< video of exploding lays bag)

Anticipation
If you can make someone care, and then they can care againetc you can make it
a very powerful time spent
Example: Snapple bald eagle staring contest. 1.3 million views. Average time
spent 1 min 19 seconds. Looping GIF.

Playground
Snapchat AR technology filters
Example: Taco Bell filter. Product-focused branded ad.
Challenge
Serena Williams game with gatorade
Can send scores and share on social media platforms
> 2 min spent on each play
Stand for Something
Reclaim the kitchen - wolf ad

Still a role for non-skippable, but just get to the point, like bumper adsforced view 5
second ad.

Only kind of ad type with consistency over the years are Google Search ads

8R
Spectrum from non-skippable, involuntary to skippable, voluntary
Auto expand ad
Adhesive (bottom of the mobile screen)
Outstream videonative ad that breaks apart content mid-sentence or paragraph
and video appears. Can scroll right past but pretty annoying

Five forces of the skippable era


98% from titans of skippable, Google and Facebook
9% from companies who only sell skippable ads
-7% from non skippable ad networks
Rise of ad blockers
Overhaul of IABs ad portfolio

Market Leader & Talent Acquisition Direct at The


Company: Larry Brantley - (10/05/17)

1. Larry Brantley:
Started as a creative package designer in his early career at Frito-Lay
Involved in national recruiting and placement of mid to senior level candidates @USA
for the majority of his employment history
Worked with firms, such as JC Penney, HP/EDS, Texas Instruments, Lord Taylor, Sears,
Tracy Lock, Ryan Partnership, ConocoPhilips, Frito-Lay and Alcone Marketing
Placed creative account service, interactive/web, PR, marketing, media, traffic,
production and executive level talent
Interviewed by The Wall Street Journal, The Dallas Morning News, The Houston
Chronicle, Promo magazine, Communication Arts magazine, Dallas Men magazine, The
Dallas Business Journal and The Houston Business Journal
Award winning designer through IABC and is an active member of AAF Dallas
Served as a mentor through their student development program
Has worked in the advertising industry for almost 30 years
Graphic design in Louisiana Tech
Liked sales and got to work with CEOs
25 years headhunter

2.The Company:
Market has been great for them

9R
Headquarters in Houston for about 36 years- 120 employees (used to have 250)
A lot of growth and acquired another agency last year
Full service advertising
Mattress Firm. Direct Energy, worked with family dining and expanding to solar energy
and oil and gas

3.Outline:

Your Profile
RESUME:
2pgs or less (don't waste time with resume)
Ms word format or text, no flat pdf
Contact info (full name, address, email, phone, social media)
Objective statement (short & sweet)
Work history: internships, work study, all work experience
Education
Hardware/software skills
Professional organizations
Volunteer info
Awards
References
More Resume Notes:
Personality > high energy or high stress
Business > business associations in resume
Too many internships > don't know what you want
PROFESSIONAL GROUPS & NETWORKING
Professional groups and networking (AAF/AD FED, AIGA, HIMA)
Etc. etc.
PORTFOLIO:
Online digital website is a must
Can be through sites like > coroflot, carbonmade, creative hotlist,
showcase & behance
15-25 samples showing range of skills
Contact info (full name, address, email, phone, social media)
Recent work is preferred
Recognizable brands add CL0UT but be sure to have approval
SOCIAL MEDIA:
PPT Notes
linkedin is mandatory & used the most!!

10R
your connections are vital to being found by an employer
facebook (preferred)- if you are there, we will find you whether
you private or not
twitter (preferred)
pinterest
youtube (helpful for videographers and copywriters)
your blog (if you have one, it could be helpful)
93% of recruiters will review a candidates social profile before
making a hiring decision
More notes on social Media:
Personality not too critical for people who are going to be
accountants or filling the books
Linkedin profile and active social media that keeps up with current
trends for the job market (direction)
Looking for someone who is really searching and taking risks/
pushing themselves beyond their comfort zone
Sense of direction because it is important to have a target
What I can find in social media
It is not what your grandmother wants to see because it's a
different filter
Political views > very polarizing (recent)
Clean social media > avoid political views, drunk pics, drug-
related things
Linkedin fastest and easiest to be out in the workforce
Relationships are important > always go for the higher position
to talk to (CEO, CMO)
Private page on media doesn't matter they can still search

Your Targets
LOCATION: commute, relocation, family/friends
TYPE OF FIRM: agency, corporation, vendor
INDUSTRY: industry: CPG, retail, Hospitality, Fashion
BRIDGE JOB: bridge job: find a job to generate income while you look. It doesn't
have to be your field of study. It should be a role that has portable skills to
different markets. Ideally, it will have flexible hours to allow for interviews.

The Process
SEARCH: online, word-of-mouth, search firms

11R
QUALIFY: salary, skills required, benefits, growth, personal connections
SUBMISSION: job portal, email, mail, phone call, meeting
INTERVIEWS: phone screen, face to face, panel, testing
REFERENCES: (important)
OFFER/NEGOTIATION:
Statistics:
45% use mobile app to search for jobs
75% use online job sites
Each corporate attracts 250 resumes, 4-6 interviewed and only 1 gets the
job
54% read company reviews from employees
36% additional vacation time most of the time is negotiated
52% research salary information
41% of baby boomers said workers should stay with an employer at least
5yrs before changing (13% millennials agreed)
94% of the people who will employ you use linkedin
93% of recruiters will review a candidates social profile before making a
hiring decision
Illegal drug references is the biggest red flag and politics have been
increasing
1000% of myself doesnt care
--------

ADVICE:
Resume
GPA not important (baseline, barometer) for advertising, but community involvement
and internship are important
Creative designer
Strong portfolio
Paid search (visibility online)
3 years in analytics 75,000
Accounting and media 35 - 40,000

TOP 5 PIECES CONSIDERATIONS JOB SEEKERS TAKE INTO ACCOUNT BEFORE


ACCEPTING A JOB OFFER:
1. Salary and compensation
2. Career growth opportunities
3. Work-life balance
4. Location/commute
5. Company culture and values

12R
GS&P: Rich Silverstein - (10/12/17)

Parsons School of Design, wanted to be a designer and fell into advertising

New York to the west coast to SF


Goodby and Silverstein are completely opposite but work well as partners
Find somebody or a group of people who compliment you
Silverstein= visual person, Goodby= writer
Yin yang
Similar to a rock bandhave to find your group

Everything is storytelling.
What is this product about?
We create for humanstechnology is great, but find the humanity in that. Find
the humanity in the data

Simple is hardwhats the pure idea, whats the pure visual


That is the key but nobody does this, everyone complicates it.
Put yourself in the seat of the user and find the takeaway.

You are only as good as your client


Client-based industry. Our job is to try to convince them that our work and idea is
their best choicebut up to them
Its also the product

Build a long-term brand


The product is a relationship with the consumer

People care about your advertising if you do it correctly


Got Milk
Adobe
Comcast rabbit turbine thingy
https://www.youtube.com/watch?v=h16qMJ_LCyg
Humanization oversimplification
VR Dreams of Dal https://www.youtube.com/watch?v=I-Fb1lPL5WA
E Trade
The Fate of the Furious

13R
New world of content
Stunt work, promote movie, promote gig speed with two different
clientsXfinity and the movie
Still harps on the theme of simplicity

Chevy
Glee performing, Chevy Runs Deep

https://www.youtube.com/watch?v=reTrzx44_VQ
Cheetos museum campaign https://www.youtube.com/watch?v=OzltJCjQfI0

Advertising has to generate PR***


Impressions
Is it pass-around worthy? Do I want to put it on FB to show my friends?

Can be touching as well XFinitys visual disability

NBA Playoffs promo ad Shaq and Kobe

Creatures
Comcast ad with turtles https://www.youtube.com/watch?v=YVCwVF0zbI8
Budweiser frogs https://www.youtube.com/watch?v=pVcbasIb8lQ

Technology
HPvisual tricks
Slow interneteveryone in the neighborhood mean

DO NOT REPEAT BELOW PLEASE! FILL GAPS WHERE INFO IS MISSING ABOVE
---------------------------------------------------------------------------------------------------------------------

09/07/2017- A Bite of Apple Advertising

1. Apple is perceived to have something that their competition does not SIMPLICITY.
2. The Apple I (1976) had less parts than any other competitive product.
3. Apple was initially aimed at electronic enthusiasts.
4. The Apple II would become the first mass-marketed personal computer, and it took
Apple to a new level of success.
5. Apple had personal computers but there was no actual need (not demand, need) for them.

14R
6. Steve Jobs wanted to redesign the Apple logo to be more iconic (Apple with rainbow
flag).
7. The companys early ads were rich in information and instruction on how to use the new
technology.
8. The first ads to feature a slogan. The first signs of Apples simple ethos and design
simplicity.
9. Unlike competitive companies, Apple ads were more tilted to the creative side than to the
business side.
10. 92% percent of the population did not have a computer.
11. Apples (1984) Super Bowl commercial, announcing the launching of Macintosh, was
critically acclaimed and brought a lot of attention to the company. The ad was based off
George Orwells novel 1984.
12. The ad that almost killed Apple: The Lemmings ad. The commercial was such a flop that
Apple considered running a public apology for it. Apple portrayed business users as
mindless.
13. 1990s: iMac. They were produced in color and had important elements of style. This
created brand distinctiveness. Chic, not geek. Campaign introduced Apples new
emphasis on design and aesthetics. The technical details were sort of ignored.
14. iPod Silhouette (2003).
15. Mac vs. PC (2006). Created a solid and clearly defined brand identity: a simple and easy
approach to the issues that many PC users have been faced with over the years. VIRUS.
16. Apples simple yet effective campaign Hello was launched at the 2007 Academy
Awards, introducing the first iPhone. Microsoft released a similar campaign built around
the word Wow, but it wasnt as successful as Apples campaign.
17. Zooey Deschanel iPhone 4S ad. Consumers love ads with celebrities on them.
18. Apple Music (2016). The company should deemphasize iTunes and plow money into the
on-demand streaming service, changing the way people access and listen to music.

9/14/17- Brandie - Corporate Marketing (McAfee)


1. -went from McAfee to Intel
2. -McAfee is the second largest cyber security company in the world
3. -1400 Vendors in cyber security

15R
4. -her big skill is taking highly technical info and re-wording it so different audiences
can understand huge asset
5. -she says that talent lies where you can advertise/market yourself
6. -You are your own brand or product
7. -4 Ps (product, placement, promotion, price)
8. -Product: define who you are to people and be consistent and simple
9. -Price:how much are you worth? Never sell yourself short. Aim for a little above
average?
10. -Place: have a great LinkedIn, Twitter, Facebook (be cautious here), YouTube, and
Instagram
11. -Promotion: right time and right place

9/21/17- INTEGER LECTUREJames and Jim

AT&Tone of their clients


Shifting from a brand about mobility to being an entertainment content brand
o Cord cutters expanding with Hulu, Netflix, SlingTV, etc. are driving the content
In the process of merging/taking over Time Warner

Retail is dead
Malls/physical stores are closing due to e-commerce
On the decline
Promise of free 2-day delivery. Ability to buy on your phone/laptop
Far from dead, but definitely evolving. 9% happening online

Retailers are reacting: Amazon, WholeFoods

What will shopping look like in 2027?


a. Personalized, data-driven, jobs will fall significantly, no more scanning, delivery
of goods, online sales will grow to 40%, 3D printing will allow in-store
production, virtual reality will change experience
AI- Artificial intelligence
Hyper-targeted
Pre targeted images for the marketing youre using
Gain more ability to leverage the data that we have

CVSdiscounting products youre already buying with the Extra Care card

16R
Fixed this, by checking the beauty products you bought, matches the color palette of those
products then finds 3-5 new items that youve never bought before. Gives you recommendation
& small discount
o Basket-builder using valuable insights
o Finds items that should be relevant based on past purchase history
Digging for an insight and then running a test
o Whereas AI would be able to do that from the beginning

2022
already have connected devices, like refrigerators. Provides a dashboard and monitors the items
that you already havetells you when to reorder and can order for you from Amazon Fresh
Connected cart that allows you to skip checkout

Human-centered design and successful interactions

Interactive shopping windowAdidas window shopping


Took offpeople stopped by and 90% went into the store

Failure is important
Prototype and test before going to market
1-3 years
1. Connected devices
2. Voice control UX (Alexa)
3. Tech will be less conspicuous
4. In for a lot of bad experience

How do we stay on top of the current trends?


a. Filling the well
b. Shopper Culture blog
c. Ideal company - rapid prototyping culture, free courses

Larry Brantley > Market Leader & Talent Acquisition Direct at The Company----Which
lecture is this, he wasnt on the speaker sheet? He wasnt, Jen Smith was supposed to come but I
guess they changed it. Bless
-Started as a creative package designer in his early career at Frito-Lay

-Involved in national recruiting and placement of mid to senior level candidates @USA
for the majority of his employment history

17R
-Worked with such firms such as JCPenney, HP/EDS, Texas Instruments, Lord Taylor, Sears,
Tracy Lock, Ryan Partnership, Conoco, Philips, Frito-Lay and Alcone Marketing

-Placed creative account service, interactive/web, PR, marketing, media, traffic, production and
executive level talent

-Interviewed by The Wall Street Journal, The Dallas Morning News, The Houston Chronicle,
Promo magazine, Communication Arts magazine, Dallas Men magazine, The Dallas Business
Journal and The Houston Business Journal

-Award winning designer through IABC and is an active member of AAF Dallas where
-Served as a mentor through their student development program
-Advertising industry for almost 30 years
-Graphic design in Louisiana Tech
-Liked sales and got to work with CEOs
-25 years headhunter
-Market has been great for them
-Headquarters in Houston for about 36 years
-A lot of growth and acquired another agency last year
-Full service advertising
-Mattress firm. Direct Energy, worked with family dining and expanding to solar energy and oil
and gas
-120 employees today
-Used to have 250
ADVICE:
-Resume
-Gpa not important (baseline, barometer) for advertising but community involvement and
internship are
-Creative designer
-Strong portfolio
Personality > high energy or high stress
Business > business associations in resume
-Too many internships > don't know what you want
-Personality not too critical for people who are going to be accountants or filling the books
-Linkedin profile and active social media that up to what is trend for the job market (direction)
-Looking for someone who is really searching and taking risks
-Pushing themselves beyond their comfort zone
-What I can find in social media
-It is not what your grandmother wants to see because it is a different filter
-Political views > very polarizing (recent)

18R
Clean social media > avoid political views and drunk pictures
Sense of direction because it is important to have a target
1. Profile, 2. Targets, 3. Process ***Can someone expand on these three please? Scroll Down to
next page
-Linkedin fastest easiest and be out in the force work
-Relationships are important > always go for the higher position to talk to (CEO, CMO)
-Private page on media doesnt matter they can still search
-45% mobile app to search for jobs
-75% online job sites
-each corporate attracts 250 resumes, 4-6 interviewed and only 1 gets the job
-54% read company reviews from employees
-36% additional vacation time most of the time is negotiated
-52% research salary information
-41% of baby boomers said workers should stay with an employer at least 5yrs before changing
(13% millennials agreed)
-94% of the people who will employ you use LinkedIn
-93% of recruiters will review a candidates social profile before making a hiring decision
-illegal drug references is the biggest red flag and politics have been increasing

1. RESUME:
-2pgs or less (don't waste time with resume)
-MS Word format or text, no flat pdf
-contact info (full name, address, email, phone, social media)
-objective statement (short & sweet)
-work history: internships, work study, all work experience
-education
-hardware/software skills
-professional organizations
-volunteer info
-awards
-references
PORTFOLIO:
-professional groups and networking (AAF/AD FED, AIGA, HIMA)
-online digital website is a must
-can be through sites like > coroflot, carbonmade, creative hotlist, showcase & behance
-15-25 samples showing range of skills
-contact info (full name, address, email, phone, social media)
-recent work is preferred
-recognizable brands add clout but be sure to have approval

19R
1. SOCIAL MEDIA:
-LinkedIn is mandatory
-your connections are vital to being found by an employer
-Facebook (preferred)
-if you are there, we will find you whether you private or not
-Twitter (preferred)
-Pinterest
-Youtube (helpful for videographers and copywriters)
-your blog (if you have one, it could be helpful)

2. TARGET:
Location: commute, relocation, family/friends
Type of firm: agency, corporation, vendor
Industry: CPG, retail, Hospitality, Fashion
Bridge job: find a job to generate income while you look. It doesn't have to be your field of
study. It should be a role that has portable skills to different markets. Ideally, it will have flexible
hours to allow for interviews.

PROCESS:
search > online, word-of-mouth, search firms
qualify > salary, skills required, benefits, growth, personal connections
submission > job portal, email, mail, phone call, meeting
interviews > phone screen, face to face, panel, testing
references (important)
offer/negotiation

TOP 5 PIECES CONSIDERATIONS JOB SEEKERS TAKE INTO ACCOUNT BEFORE


ACCEPTING A JOB OFFER:
salary and compensation
career growth opportunities
work-life balance
location//commute
company culture and values

paid search (visibility online)


3 yrs in analytics 75,000
accounting and media 35-40,000

Sept 28 2017

20R
Chris Ferrel--Richards Group
Digital marketing
Worked for a bunch of brands from retail to CPG
Social, native advertising programmatic thru publishers, etc.
The ones that force you to watch for :15, or allow you to skip after a few
Digital ad creator

We as consumers have more power than ever before brands have to work harder to be noticed.
SKIP ADS

#skipbuttonlove

We are entering a new era of digital ads


Mobile
Social
Video
Incredibly important to marketing strategy and investment in terms of overall mix
USER CHOICE
Ability to choose to spend time with brands or not
Welcome to the skippable era
Changes how we track and measure
Changes how brands advertise

The questions you should be asking


Should your ad be skippable or non-skippable?
Can you measure the value of a skipped ad?
Does your creative work in the skippable era?

YouTube will do away with unskippable 30 second ads next year


Willing to leave money on the table to not piss off users
Biggest publishers in the space embracing the idea that in order to make the user experience
as good as possible, not going to go along with forced ad viewing

Google will start to penalize websites and publishers that use pop-up ads in their search results

The currency of the skippable era is time-spent

Creative
Hero benefit

21R
o Ex: Laysshow an explosion of flavor. Really quickly saw the most important benefit of the
product
Anticipation
o If you can make someone care, and then they can care againetc you can make it a very
powerful time spent
o Ex: Snapple bald eagle staring contest
1.3 million views
avg time spent 1 min 19 sec!!! looping GIF
Playground
o Snapchat AR technology filters
o Ex: Taco Bell filterproduct focused branded ad
o 24 sec average!
Stand for something
-wolf

Still a role for non-skippable, but just get to the point


Bumper adsforced view 5 second ad

Impact of the skippable era

Only kind of ad type with consistency over the years are Google Search ads

Spectrum from non-skippable, involuntary to skippable, voluntary


Auto expand ad
Adhesive (bottom of the mobile screen)
Outstream videonative ad that breaks apart content mid-sentence or paragraph and video
appears. Can scroll right past but pretty annoying

Five forces of the skippable era


98% from titans of skippable, Google and Facebook
9% from companies who only sell skippable ads
-7% from nonskippable ad networks
Rise of ad blockers
Overhaul of IABs ad portfolio
Without skippable ads, digital ad revenue is in decline

10/12/2017
Rich Silverstein--GS&P
Parsons School of Design, wanted to be a designer and fell into advertising
New York to the west coast to SF

22R
Goodby and Silverstein are completely opposite but work well as partners
Find somebody or a group of people who compliment you
Silverstein= visual person, Goodby= writer
o Yin yang
Similar to a rock bandhave to find your group

Everything is storytelling.
What is this product about?
We create for humanstechnology is great, but find the humanity in that. Find the humanity
in the data

Simple is hardwhats the pure idea, whats the pure visual


That is the key but nobody does this, everyone complicates it.
Put yourself in the seat of the user and find the takeaway.

You are only as good as your client


Client-based industry. Our job is to try to convince them that our work and idea is their best
choicebut up to them
Its also the product
Build a long-term brand
The product is a relationship with the consumer
People care about your advertising if you do it correctly

Got Milk
Adobe
Comcastrabbit turbine thingy

Humanizationoversimplification

VRDreams of Dal
E Trade
The Fate of the Furious
New world of content
Stunt work, promote movie, promote gig speed with two different clientsXfinity and the
movie
Still harps on the theme of simplicity
Chevy
Glee performing, Chevy Runs Deep
Cheetos museum campaign

23R
Advertising has to generate PR***
Impressions
Is it pass-around worthy? Do I want to put it on FB to show my friends?

Can be touching as well XFinitys visual disability

NBA Playoffs promo ad Shaq and Kobe

Creatures
Comcast ad with turtles
Budweiser frogs

Technology
HPvisual tricks
Slow interneteveryone in the neighborhood mean

24R