“What you have to say, and what you have to offer, is enormously valuable.” That’s not something young people in advertising hear very often, but it’s something Cindy Gallop tells them all the time.
Our “Advice for Young Creatives” video series continues today with four more top advertising veterans—Gallop, Javier Campopiano, Leo Premutico and Peter Nicholson—sharing the guidance that they give young people just coming up into the business. See the video above to hear their thoughts, and see excerpts below.
“Know your value and use it.”
—Cindy Gallop, founder of MakeLoveNotPorn and former chairman of BBH New York
“Look around you,” Gallop says. “Take a long, hard look at the job you’re being asked to do, at the company you’re being asked to do it for, at the industry you’re working in. And identify what you think is missing. What you think should be there that isn’t. What you would like to see happening that nobody is making happen. What you think our industry could enormously benefit from that you could bring to it. And then, set out to make that happen. Because what you have to say, and what you have to offer, is enormously valuable. I want young people in this industry to know that value. And I want you to use it for your own benefit, whether it’s to rise up the ranks in the place you’re working, or whether it is to start you’re own business doing it, that one day one of those big holding companies will buy from you for a shit ton of money.”
“Have a disciplined eye and a wild mind.”
—Javier Campopiano, chief creative officer, Saatchi & Saatchi New York
“The disciplined eye, it means being curious and keep observing and being really, really disciplined to keep being aware of stuff,” Campopiano says. “And the wild mind is that you have to do something amazing with that. It’s like discipline and freedom. I always tell that to my creatives as a way to remind them that they have to be aware of what’s going on out there. Many times I bump into people that are not aware of what’s going on out there. And for me, that’s unforgivable for a creative person. You have to be aware, and then you have to do something with that.”
“Question the direction you’re being asked to go in.”
—Leo Premutico, chief creative officer, Johannes Leonardo
“My advice to kids coming through is almost to take a step back, even further back. And to think about and just question the direction you’re being asked to go in when you’re exploring an idea. Is it the right thing to be doing? Question the strategy. There are so many tools at our disposal now. There are so many different ways creativity can solve a problem. I think that’s worthy of a lot of attention before just you start heading in blindly in a direction to try and solve an idea that might not be the best way at it.”
“Concentrate on the thinking, the ideas.”
—Peter Nicholson, chief creative officer, Periscope
“If you’re coming in to this fresh, getting back to real strong thinking of the idea that you’re trying to express of behalf of the brand or the client or product—it’s really got to start there. Cut through all the other noise that you’re going to get. But just get to some really great thinking.”
Below, check out part 1 of the “Advice for Young Creatives” series, featuring Margaret Johnson of Goodby Silverstein & Partners, Brent Choi of J. Walter Thompson, William Gelner of 180LA, Patrick Scissons of KBS, Tiffany Rolfe of Co:collective, and Joaquín Mollá of The Community.
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