Fallon's Rocky Novak (@rockynovak) Director of Digital Development, and Aki Spicer (@akispicer), Director of Digital Strategy present 15 Things You Should Know (but aren’t likely hearing) About Starting Your Career in Advertising. Advice at the intersection of Inspiration and "Scared Straight." @University of Minnesota Ad Club, November 2011

1. 15 #Winning Ideas
for young hopefuls seeking to enter advertising
November, 16, 2011

2. Agenda
• Who We Are
• What We Know: 15 Things You Should Know (but
aren’t likely hearing) About Starting Your Career in
Advertising
(at the intersection of Inspiration and Scared Straight)

3. We are…
Rocky Novak Aki Spicer
Director of Digital Strategy
Director of Digital Development
Fallon Fallon
Seasoned Media Strategist Veteran Planning Director
Carlson MBA Blogger/Author
Adjunct Professors, UMN, Intro to eMarketing

6. Core Values
The single-minded devotion to and belief
in the power of creativity.
The unconditional belief in the dignity of the individual.
The belief in “family” as a business model.
Seeing risk-taking as a friend.
Success as a business-imperative.
The importance of remaining humble.
The necessity of having fun.

7. Production
Creative
Account Planning
Project Management
Interactive
Design
Analytics
Media Planning
Connection Planning
Account Management
Media Buying
Video Production
User Experience Design

8. Standard banners Social media skins Retail TV
Experiential Mobile
Social metrics analysis
Online gaming Sweepstakes
Interactive kiosks
Microsite design & development
High impact direct mailers
Print
Spectacular OOH Online documentaries
Motion sensor installations Community management
Website design & development Rich media units Lenticulars Loyalty programs TV

9. Cadillac is Red-blooded Luxury

10. Belissimo

12. Insight
Our Expertise Makes a Difference
MORE MONEY FOR YOU
PROVE IT…

13. Case Video

14. Insight
Retell a 143-year-old story in a modern way.
THE WHITE RABBIT EXPERIENCE

16. So You, Too, Want A Career in Advertising?

17. Technology in advertising is #winning.
Start to speak fluent geek.

18. But technology ain’t everything…
Focus on the human motivation.
*ie, Less about the model phone this monkey is using -
and more understanding about what is the monkey doing/seeking?

19. It ain’t the "social network.”
It’s the social web, stupid.

20. Users’ lives are increasingly complex.
Manage the new complexity.

21. You’re a salesman. And the best salesmen…
Make something that people want.
21

22. Swiss Army knife provides infinite value.
Be the Swiss Army knife of whatever you do.
22

23. Haters actually are gonna hate.
Brush that dirt off your shoulder.

24. It will be long hours in close quarters.
Have fun.
24

25. Whatever your job, forget it.
Your real job is to facilitate the group dynamic.
25

26. In an age of infinite choice, data and distraction…
Focus on what’s really important.

27. Don’t make career decisions based on cash.
*You won’t see big cash for many years.

28. In an organization, you’ll get lost amidst the noise.
Work the halls, work the walls.

29. (Advertising) life is hard.
Don’t moan it, own it.

30. One day, “digital” will become a nostalgic concept.
Start getting Post-Digital.
30

31. Nobody wants to work with an asshole.
Be friggin’ nice.
31

32. 15 #Winning Ideas
for young hopefuls seeking to enter advertising
1) Speak fluent geek.
2) Focus on the human motivation.
3) It’s the social web.
4) Manage the new complexity.
5) Make something that people want.
6) Be the Swiss Army knife of whatever you do.
7) Brush that dirt off your shoulder.
8) Have fun.
9) Facilitate the group dynamic.
10) Focus on what’s really important.
11) Don’t make career decisions based on cash.
12) Work the halls, work the walls.
13) Don’t moan it, own it.
14) Get Post-Digital.
15) Be nice.