Category Archives: Speaking
Within our industry, the average tenure at one job stands at about four years, with the younger demographic spending less time than that before jumping ship. Is it an epidemic, or should we embrace it?
That was the topic of discussion at Tuesday’s panel “Supporting the 4-Year Career,” hosted by Minneapolis creative agency Carmichael Lynch during the ninth annual Advertising Week in New York. Moderated by Carmichael CEO Mike Lescarbeau, the panel consisted of recruiters, agency execs, and copywriters who supportthe new trend within the industry.
During the spirited debate, the conversation focused on two pivotal questions: Is the 4-year career a problem? Can staffers keep up the creative energy and enthusiasm for more than four years?
“You’ll notice a difference from when a new hire comes in and their energy is so high, until it plateaus to work they know they can get away with,” said Marcus Fischer, Chief Strategy Office with Carmichael Lynch. “What I look for in an interview is a passion point that may not even relate to work. I want to see that passion point and find out how to channel that into their career. A broad range of backgrounds is more interesting than purely agency specific careers.”
“Your resume needs to build a story, why you made that change and how to make it better,” said Carol Watson, President of Advertising Women of New York.
Alec Brownstein, freelance copywriter who has “observed” the 4-year career, was in favor of the constant change in careers.
“The most interesting thing a person can do is not based on their career path, but by following their passions,” said Brownstein. “There’s nothing holding you back anymore. Go out there and do something. Make something on your own. That will get you noticed and get you your next career.”
“The question I ask and everyone should ask before hiring someone is, ‘Is this place better if they are here or somewhere else?’” said Fischer.
Where do you stand in this trend? Are you in favor or against the 4-year career? Please share your thoughts in the comments.
NewMediaMetrics co-founder Gary Reisman had an unusual start to his moderating duties at the Digital Hollywood Media Summit on March 8 in New York. Just as he introduced the panelists to a packed room concerned with the issues around Advertising Accountability: Metrics and Analytics around Video, Social Media, Broadband and Mobile, an attendee wandered in talking loudly on his mobile phone, completely oblivious to proceedings. After a few moments of stunned silence during which the phone conversation was the only sound in the room, the caller looked around sheepishly, apologized and exited. Hilarity ensued among the panelists followed by what turned out to be a lively, sometimes combative, hour-long debate: Eugene Becker, VP, Analytics, Xaxis; Bob Ivins, VP of Data & Research, Comcast Spotlight; Scott McKinley, EVP Advertising Effectiveness, Nielsen; Debbie Solomon, Managing Director, Business Planning, MindShare; Mark Pascarella, CEO, uberVU; Jeff Plaisted, Senior Director, U.S. Sales and Strategy, Mobile & Skype Advertising, Microsoft; and Dr. Raymond Pettit, VP of Market Research, PRN. Click the video to get Reisman’s take on one of the more compelling insights.
How often do you catch yourself in a meeting using words like “best-in-class,” “tipping point,” or “framework” to get your point across? Well, DGC reported on the “buzzwords” that drive us crazy earlier this year and Modea’s Buzzword Bingo that makes fun of the numerous words we find ourselves saying over and over again. Now, as we edge closer to a new year and renewed hopes for fewer jargon words, AgencySpy has taken up the “eliminate jargon” cause.
Today, Kiran Aditham posted a short round up from agency execs at Organic, Sullivan, BON, Goodby, Cole & Weber and Ignited sharing the words they hope to eliminate in 2012. Take a look at – Which Form of Ad Speak Would You Kill in 2012 – and let us know the jargon words that drive you crazy.
It happens to all of us. We’re on our way out the door to work and Matt Lauer announces a Breaking News report “coming up next.” We’re on a business trip to Tulsa, Oklahoma when the Giants are playing the Jets. We’re on a road trip with the kids and are one of those families without TV’s in the headrests.
These days, consumers have a device for everything. So why is it that they don’t have a devise for receiving high-quality, live TV, on the go?
At this year’s Advertising Week, Abby Auerbach, EVP & CMO of TVB moderated a panel which featured some of the top names in Mobile Digital Television including; Erik Moreno, SVP Corp Development, Fox Networks Group; Co-GM, Mobile Content Venture, Anne Schelle, Executive Director, Open Mobile Video Coalition and Jeff Minsky, Director Emerging Media, OMD Ignition Factory.
Turns out Mobile Digital Television, via the Dyle app, is poised to make its first major consumer push next year- offering consumers in 32 cities nationwide free, over the air TV directly to their tablets and mobile devices.
So what does this mean for advertisers and marketers? Extended reach and frequency – MDTV allows for an extension of the viewing day- on average consumers increased their daily live TV viewing by 38%.
Here are some of the key takeaways:
- Daytime is the new primetime when it comes to MDTV- Consumers loved watching different types of programming during the day, especially local news
- Consumers were watching live TV at new and different locations – at work during their lunch break, at idle moments waiting on line at the checkout or the doctor’s office
- Moms enjoyed passing a mobile phone or tablet to kids en route to school or running errands
- Consumers were staying in-tune with breaking news and weather
Watch Abby Auerbach offer a recap of the panel here.
Is it time to ditch the concept of a “general market” agency? This was one of the hot topics at the 2011 Latin Vision Summit featuring Alain Groenendaal, CEO of Wing. Alain agrees that given the changing nature of the U.S. population, it may be time to eliminate the “general market” mind frame, because it perpetuates outdated thinking that no longer reflects the reality of the American consumer. Find out Alain’s other key takeways from Latin Vision in this video interview with DGC.
With the number of industry conferences occurring during the fall months, panel presentations are on everyone’s minds. But you can rest easy — the DGC team has pulled together a list of tips for delivering a fail-proof panel presentation:
- Prepare. There is nothing worse than going into a presentation knowing what you want to talk about, and then getting there and having trouble finding the words. Prepare at least three short, compelling points on the subject ahead of time that can be dropped into the discussion at any time.
- Dress the part. Mark Zuckerberg may be able to get away with wearing jeans and flip-flops to his presentations, but he is also worth more than $19 billion. If you want to make a good first impression, put your best foot forward.
- Repeat the question. Reporters at these conferences are always looking for good quotes to include in their stories, and it helps when those quotes have context. So, remember to always repeat the question at the beginning of your answer.
- Be concise. Is a reporter more likely to include a one-sentence quote that packs a lot of punch or a paragraph-long ramble? You do the math.
- Drop the “umm.” It’s distracting and it makes you sound insecure. Speak clearly, maintain eye-contact and prove to your audience that you believe in what you’re talking about.
So, you’ve prepared your key points and you’re doing your best Don Draper impression. You couldn’t feel more ready as you step onto that stage and look out at the dozens—no hundreds…wow, how many people are here? As the stage fright sinks in, you realize it’s the only thing for which you haven’t prepared. But never fear!
DGC has a sixth tip for that, as well: if you get nervous, you can always picture the audience in their underwear.