1) I’m interested in studying advertising. What can you tell me about it?
SS: Well, it depends. It depends on what field your interested in. For example I’m a producer, so what I do is – a digital producer – so what I do is I manage the creative team, I manage accounts, I create time tables, I deal with a consulting company that Toyota hires for helping get the right estimates, negotiations. Digital means interactive – which is websites, banners, i-videos stuff like that.
2) From your perspective, what could I study that would be significant to other people?
SS: Well advertising is significant in its own way because it always touches people in… it depends how you react to an ad. So the ad could be, if you do an emotional ad, you can react in a certain way; if it’s funny, you know it all depends in how the creative is executed and what it is meant to be.
3) Who else would you recommend I talk to?
SS: I could probably give you some numbers of creatives I know, or the creative directors. Pablo Busani, who is the creative director at Conill, [he is] also the Vice President. Veronica, who is the ACD, which means Associate Creative Director – who helps out Pablo.
4) I am required to complete 50 hours of service learning related to my topic. What kinds of places or activities would you recommend for this requirement?
SS: Well, I mean you have to know what an agency life is about, right. Just because you’re creative doesn’t necessarily mean you’re going to fit in well within the agency and the team. So first thing I would do is I would look for an agency, a creative or an advertising agency that is willing to give you the opportunity to shadow someone within different teams so that you get to understand the role of each team, or department. So if you want to be a creative, maybe a week you can shadow a creative director or an art director. The next week you can probably go into production, and probably shadow a producer. Go into the account team. So you know all the different aspects of advertising, and how you need to work within teams. And teamwork is so essential to advertising that you need to understand how things work.
5) What books should I read in this field? What other resources can you recommend?
SS: There’s the book I let you borrow, Hey Whipple: Squeeze This, that’s a really good book for art directors. There’s another book I think called Don’t make me think which about digital interactive production. And then there’s tons of resources, like magazines. Like: Archive, CMYK, Layers, art magazines; Anything that you seek inspiration from. Links, if you’re into digital there’s: fwa.com, which has the best sites that are currently now on the internet, and it’s updated weekly. There’s also bannerblog.com, that shows all the creative banners, like takeovers that all the companies create. Digitalbuzz.com: that gives you information about digital advertising, so anything that’s digital and unique.
Extra Questions!
6) What caused you to go into this field of work?
SS: Just because I like being creative, and thinking outside the box. This is one of the fields thats willing to give you the opportunity to be creative within yourself. And its not so button up, in a way that you don’t have wear a tie or a suit to work. It’s more relaxed, more chill. You work in a creative environment and they give you the opportunity to be creative. Whatever the means, you’re open, they give you that chance for you to come up with ideas.
7) How was the educational experience of advertising?
SS: I consider advertising like being a doctor. Advertising, you always have to keep yourself immersed within the field, because there’s always new things happening. Just like doctors, there’s always new germs, new vaccines, new diseases coming out that you have to inform yourself about and learn about. The same way with advertising, there’s so many new mediums out there. With social media getting so big, that’s where the future is heading. So you always have to keep learning and keep yourself immersed within the subjects.
8) Do you like your job?
SS: Yeah I like my job, but as all jobs, it can be stressful at times. It’s all about structure, and everyone talks about process, and yet there’s really no process because everyone breaks process. …The way the creatives work, creatives have the liberty to take their time. Although there’s always a production schedule and you have to follow time schedules. The creative directors mindset is sometimes: I want my creative to be good. So it can be challenging at times.
Discussion Questions:
The most important thing I learned from this interview is that I can’t take a creative job as a very relaxed job because obviously it is not. It can be stressful, and the fact that working in teams can be difficult at times – as proved by my iPoly experience – just proves that being a creative can take real work and patience, more than I had ever thought. I did get names and numbers. Paul and Veronica – which are 2 creatives. I also got many resources (links and magazines) that can help me in this project. I think that the creatives are the most useful because they are what I want to be in the future, and meeting them will just to wonders for my dream, and me actually wanting to fulfill it. My interviewee is qualified because he has worked in a great ad agency for years now and he really knows how it works, and how someone can’t just come with ideas and be successful. It’s a job where you need to be well rounded and well educated.
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