Tips for Junior Creatives. What I really said.

coops:

A few weeks ago I was asked to write five points for a Mashable article for junior creatives wanting to get into advertising. Some of my points made it into the article. Others didn’t. I’m not saying they should have, editorial policy and all that jazz, but just for the record this is what I would really say to young people wanting to get into advertising:

1. Don’t. Advertising is dead.

2. No seriously, the whole thing is fucked. Not even Alex Bogusky wants in anymore.

3. But if you are determined take at least a year out. Travel, live in an another country. Work somewhere other than an ad agency. There are a thousand kids like you who have done the ‘right’ thing; college, portfolio school, internship. If you want to stand out and want longevity you need to do the wrong thing.

4. Learn to create something from scratch, with your bare hands. The future is in branded product development which means having practical as well as theoretical skills. (And if it all goes to shit you can make good money making lifeboats and bunkers for rich people)

5. Read books, watch films, listen to music, read gossip columns, go to art galleries and music festivals. Interweaving brands into popular culture is key. (And if it all goes to shit you’ll have much better stories than everyone else)