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Miami Ad School Speech 2016

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Miami Ad School (FL) Industry Hero Speaker Programme, Summer 2016. "Everything I have learned working as an Executive Creative Director".

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Miami Ad School Speech 2016

  1. 1. Everything I have learned over the last 25 years. August 2016
  2. 2. Or in other words: 15 insights that could help you save some time.
  3. 3. Yes, I know that is only 0.6 Things per Year.  What you will hear today: - Where I come from - My career - What I have learned so far - What I would/should have done differently - Whatever you would like to know (e.g. #miamiadschool @rruegger @miamiadschool etc.)
  4. 4. Switzerland  Switzerland (15,943.4 sq mi) is 3,5 times smaller than New York  Four official languages (German 63%, French 22%, Italian 8% and Rhaeto- Romantsch 0.5%), Swiss German is the spoken everyday language, different to High German and doesn’t exist in (official) written form  One of two countries with a square flag (accidentally redesigned by Tyler Brûlé)  More than 200 mountains over 3,000 meters, only 48 over 4,000 and none over 4,634 meters, more than 1500 lakes  Despite being a permanently neutral power, military service is compulsory for male Swiss citizens  Until February 7, 1971 women weren’t allowed to vote (national level)  Third highest salary and job security out of all OECD countries  Helvetica, Velcro, Computer Mouse, Bobsleigh, Muesli, The Red Cross, LSD  Cannes Lions 2016: 5 x Silver, 6 x Bronze
  5. 5. Creating engaging Messages Creating relevant Content Creating Reach 2014201120001996 1997 1998 Brand Communication 1995 My Professional Life so far: Writer 1991 2016 Copywriter Digital & Dialogue 1995 CD ECD Freelance CD Publishing & Journalism Blogger & Freelance Journalist Awards Content Marketing Editor-in-Chief & Managing Director Head of Editorial
  6. 6. More importantly, what I have learned:
  7. 7. The Idea Business: Input = Output. Think of yourself as a sponge: the more you see, do, experience and ask, the better. Go places.
  8. 8. Coming up with ideas is the easy part. Finding the right idea, and most of all bringing it to live is where things start getting difficult. The Idea Business:
  9. 9. The Idea Business: It’s about bringing an Idea to live
  10. 10. Don’t try to solve your client’s problems. Focus on the problems of your client’s client instead. The Idea Business:
  11. 11. The Idea Business: Focus on the Target Audience’s Needs «I need to sell more cars!» «I want to feel safe, even though I cannot afford to buy a large car.»
  12. 12. Understanding how it works doesn’t necessarily make you more creative - but probably a better leader. Don’t overthink. The Idea Business:
  13. 13. Being passionate about creativity ≠ being passionate about making money. If you’re the good cop, always bring along a bad cop. The Idea Business:
  14. 14. You are only as good as your portfolio. And yes, awards really do matter. The Idea Business:
  15. 15. Ask someone important for advice. The Idea Business:
  16. 16. Stand for something, be (known as) a specialist. Also known as Brand Positioning, USP or Differentiation. The Idea Business:
  17. 17. Find your place. And know that it is ok to keep it. The Idea Business:
  18. 18. Chief Creative Officer Executive Creative Director Creative Director Creative Director Copy Creative Director Art Senior Copywriter Senior Art Director Art Director Copywriter Designer Junior Copywriter Junior Designer Trainee «Make the network happy!» «Make our clients happy!» «Come up with great ideas that will make your Creative Director happy.» «Execute a great idea of someone else.» «Watch and learn.» The Idea Business: Find your Place
  19. 19. 0,5 20 60 - 120 60 - 80 10 1 4 Chief Creative Officer Executive Creative Director Creative Director Creative Director Copy Creative Director Art Senior Copywriter Senior Art Director Art Director Copywriter Designer Junior Copywriter Junior Designer Trainee The Idea Business: Number of Job Openings per Year (Switzerland)
  20. 20. Have a longterm plan. Ever thought about retirement? The Idea Business:
  21. 21. The Idea Business: Stages of a Career 20 to 30 years old «Everything’s possible!» 31 to 39 years old «Which job offer should I accept?» 40 to 60 years old «Here’s what I can offer your company: …» 40 to 60 years old «No one tells me what to do.» 40 to 60 years old «I can hire them, I can fire them.»
  22. 22. 0 0 0 2 2 1 Chief Creative Officer Executive Creative Director Creative Director Creative Director Copy Creative Director Art Senior Copywriter Senior Art Director Art Director Copywriter Designer Junior Copywriter Junior Designer Trainee The Idea Business: Retirement (Switzerland)
  23. 23. Have a back-up plan. Plus: It’s much more interesting to talk about your other passion. The Idea Business:
  24. 24. The Idea Business: More than a Back-Up
  25. 25. The Idea Business: A client briefing usually means you were too late. Be proactive.
  26. 26. 12 to 24 months Workshop Number 15 The Idea Business: The right Moment Something is changing Will this affect us? Risk or Chance? We need to address this! Workshop Number 15 We should invite MarCom! Consultant A Consultant B Consultant C Consultant D 4 weeks Award Entry We need to brief the agency Here’s the creative brief
  27. 27. The Idea Business: There is no such thing as a work/life balance. Pick one.
  28. 28. Freelancing is great. But usually does not help to build a portfolio. The Idea Business:
  29. 29. Don’t come up with ideas in front of your client. Be like a doctor. Doctors don’t brainstorm with patients. The Idea Business:
  30. 30. The Idea Business: Bonus Only show ideas you actually would like to work on. If a client picks an idea you don’t like, why did you show it in the first place?
  31. 31. Things I should have done differently in hindsight.  Focusing more on my portfolio and less on my team’s performance  Choosing a more traditional career path / no shortcuts  Not accepting a job offer simply because I felt flattered  Being better prepared for the fact that someone else than myself could have an impact on my life  Repeating the 15 + 1 insights on one slide
  32. 32. Summary:  Experiences = insights  It’s about executing the right idea  Clients and target audiences have different needs  Sometimes it helps not knowing too much  A great creative person usually is a terrible sales person  Always work on your portfolio  Getting help helps  Find a reason why people want to work with you  Know where you want to be within the agency - now and in 30 years from now.  It is good passionate about more than advertising  Be proactive  There is no such thing as a work life balance  Freelancing is not something you do in between  Your ideas are the most valuable thing you have  You do control which ideas are presented
  33. 33. Now you know too.
  34. 34. Roger Rüegger Rietstrasse 1 CH-8317 Tagelswangen +41 (0)79 455 08 75 incoming@rruegger.ch

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