IN.ON.AROUND THE.WORLD

71 Business Cards

This is the number of cardboard collectibles I gathered before landing my very first full-time job in advertising. You see, I recently cleaned out my desk drawer and, to my amusement, discovered the rubber-banded stack of b-cards I had compiled over the course of my final three years in college and first year after earning my degree. The number isn’t anything remarkable. I’m sure there are numerous individuals who’ve secured their first jobs with far more and far fewer geometric figures of card stock. What makes me chuckle is the composition of this make-shift Rolodex.

The stack starts off well, topped with a trio of callings cards from the Crispin Porter + Bogusky, Advertising Age’s Agency of the Decade. And these are followed by some very well-known agencies in their own right - Energy BBDO, DDB, Cramer-Krasselt, and Y&R. Then comes my mentors, the agencies from which I learned the meaning of advertising: Highland Group, Hanon McKendry, Extra Credit Projects, Fairly Painless, Full Circle, Hunsberger-Stap and Auxiliary. I am deeply indebted to the talented creatives at these shops, for my little bit of success is a direct result of them telling me my work was bad and that I should do more…in a nurturing and encouraging way.

But this is where things start to get interesting. There’s Colortech Graphics, a printing company. Spartan Stores, a food distributor. Izzy Design, a furniture manufacturer. Quail Ridge, a golf course. Jampro, a Jamaican promotions and investment company. And the list goes on - Flagstar Bank, Wells Fargo Financial, Aerotek, Arrow Uniform, Aflac, John Ball Zoo, Federated Insurance, Harold Zeigler Automotive Group, Kohler, UPS, X-rite and Blesco. Almost every single one of these cards are from an attempt to get a job. Notice I said “attempt.”

It is now, looking back, that I realize how very easily I could have become a marketing rep for a grocery chain, or a bank teller, or an insurance salesman, or a car salesman, or a delivery truck driver. What were once certain disappointments over a failed attempts to find work are now the biggest sighs of relief I’ve ever exhaled. If I knew everyone would believe my intentions to be honorable and sincere, I’d most certainly contact each and every individual in my deck of business cards and thank them from the bottom of my heart for not hiring me. For allowing me to find the path that was meant for me all along. But I suppose the thanks would be misplaced. I believe I owe a nod to God for instilling the fortitude in me to have faith that something better was waiting to be uncovered.

So, thanks G. I look forward to seeing what’s next.

The "Shows"

I recently thumbed through a One Show annual (Volume 28, I believe), which happened to be for the first time since joining the ranks of CP+B, and I couldn’t believe what I saw, what I felt. For the first time since learning of the ad industry a couple years ago, I questioned the validity of award shows. I sat in disappointment as pages upon pages of work had obviously been done to be creative, not to effectively communicate the heart and soul of a brand. But what concerned me even more was that I once regarded these pubs as the bibles of our industry - to be faithfully followed without question. Too many students of creativity are learning tricks (shortcuts) to creating ads. “Do something that’s never been done.” “Surprise me.” “Show me a fresh approach.” This advice is great, so long as it remains true to the essence of the brand AND communicates a pointed message in an appropriate fashion.

As advertising continues to blend with entertainment, it’s increasingly important that audiences are given some sort of takeaway from the message - whether that’s a valuable piece of info or a strong desire to try or buy the product/service.