20 Years of Lessons in 30 Minutes
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Lecture to the Miami Ad School, New York
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20 Years of Lessons in 30 Minutes
- 1. 20 YEARS IN 30 MINUTES (LESSONS I VE LEARNED SO YOU DON T HAVE TO) Mat Zucker @ Miami Ad School, Brooklyn, NY 4/23/12
- 2. If I had to live my life again I'd make all the same mistakes̶ only sooner. Tallulah Bankhead
- 5. 1/BE BOLD
- 8. 2/DON T TAKE THE FIRST JOB YOU GET
- 12. You Can Taste Em Before You Taste Em
- 13. You Can Taste Em Before You Taste Em
- 16. 3/PERSISTENCE. PERSISTENCE. (AND PERMISSION LATER)
- 18. 4/MAKE THE MOST OF IT WHILE YOU GOT IT
- 22. 5/DON T FORGET TO GET BETTER
- 23. MME & BLUE MARBLE
- 26. 6/DIVERSIFY WHAT YOU KNOW
- 33. 8/HAVE FUN + MAKE STUFF
- 37. 9/LET YOUR BRAIN + HEART TAKE THE JOB. (NOT YOUR EGO)
- 43. 10/BE BOLD
Notas do Editor
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- At Cornell, we didn’t have an advertising program but at the time we had a student-run advertising and public relations firm. I started as a copywriter and became account director, creative director and president.\n
- We had several accounts including student-run businesses but one highlight was when Delfino Pasta wanted to work with Cornell to build the world’s largest lasagna and get in the Guinness Book of World Records. I handled local advertising and PR and my logo for it was a giant fork. It whet my appetite for big stunts which you’ll see again later.\n
- We made it in the Guinness Book, although only briefly since a bigger lasagna was made in Ireland the next year. Without meat! So Lesson 1 is to think big and be bold. \n
- Interviewing for jobs after college (also during a recession) I was looking for creative jobs but also for other kinds of jobs in advertising. I got a call to interview at Brandt Publications who produced Interview , created by Andy Warhol.\n
- But it was really for Antiques. Ended up turning it down.\n
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- My amateur book wasn’t getting me into places but I did nail the typing test at FCB.\n
- Worked for 6 creative directors but the exec CD Ted was the one that mattered. He thought my name was Marc.\n
- First ads that my boss Dennis let me write. Had me buy cookbooks after I failed writing them the first 2x. Taught me how to help people unlock themselves.\n
- My first tagline. Radio and promo campaign.\n
- Getting Ted’s attention (it’s this week too)\n\n
- Another attempt to get Ted’s attention. It worked when we won AT&T.\n
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- Things can come to an end not because of your own actions.\n
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- Freelanced. Got a lot of jobs doing early Web including for Brandscape. Mama’s Cucina. Gortons of Gloucester. Early content.\n
- Tried to handle my own clients. This was a really nice photographer who wanted to break into the head shot biz. Measured phone calls.\n
- Helped run a small business.\n
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- A promotion shop and a top digital boutique.\n
- Some fun work. Some crap work. \n
- Some fun work. Some crap work. \n
- Sweepstakes. Promotion. In store. Digital advertising.\n
- A big shop.\n
- The creative servers were IBM and Etc.\n
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- Subaru and built J&J.\n
- I think I produced more in 6 months at R/GA than at Ogilvy for 6 years.\n
- It was in terrible shape but a chance to run my own office.\n
- A good return to entrepreneurial, noisy work.\n
- A story of TBWA’s disruption approach\n
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- A lot of good work the last 3 years but one highlight. \n
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