November 1, 2016 - Comments Off on Get Into Mother London

Get Into Mother London

We’ve got a very special competition launching today – with a prize that can’t be bought.

We’ve acquired a 6-sheet poster site INSIDE Mother London and we’re giving it away to one lucky person/team for a week.

That’s 1800mm x 1200mm of goodness in Mother’s reception. You can even go and see it in-situ – and we might be able to pull a few strings and get a book crit too. If you’re around that week, obviously. And that week is also Mother’s Christmas party week. So it’ll get maximum exposure.

To be in with a chance to win your first ever ad spot, simply send andy@youngcreativecouncil.com a PDF submission to the brief below.

THE BRIEF:

“ADVERTISE YOURSELF”

It’s as open as that. Think clever, interesting and different. This isn’t a wall at your degree show, it’s a proper ad. But we want you to sell your wares. Be it your ads, your side projects or yourselves.

DEADLINE:

6PM MONDAY 21 NOVEMBER.

No latecomers. Judging happens that night and we need to supply the artwork by the Monday after.

THINGS TO REMEMBER:

  • Just send a scaled down PDF for now. Not a 400 meg file. If it can’t be emailed, it’s too big. Save it as 'smallest file size'.
  • It’s a portrait poster and it’s huge. Anything you send us must be able to be scaled. Don’t even think about sending us a 300px x 300px grab off the internet. It’ll look shit.
  • InDesign is your friend. We’ll artwork the thing, so don’t panic about that. We’ll just need your open working files if you win. Don’t flatten anything.
  • It doesn't have to be polished. You'll have as much chance of winning with a doodle as something that's Mac'd.
  • Have fun.

Good luck.

 

 

 

October 7, 2016 - No Comments!

Ad-ventures Abroad | Shanghai

This story ends on a Chinese woman’s mantlepiece. It begins in John Hegarty’s office. As months go, August 2014 was a pretty bitching month. After a 10 month placement, Callum and I were given permanent jobs at BBH London. Two weeks later, they shipped us to the China office for a big pitch.

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October 2, 2016 - Comments Off on Would you leave London for great work?

Would you leave London for great work?

When you ask British creatives where the best agencies are, and where they can do the best work, they’ll invariably say London.

London is home to world renowned agencies, true. But with rents so high, new start-ups are migrating towards Hackney and big agencies are leaving Soho and heading for the slightly cheaper Southbank and Southwark.

So isn’t it time a big agency made a bold decision and upped sticks completely?

But what if Grey fancied moving from Hatton Gardens, for say Manchester, or Anomaly fancied the beautiful Bath, would you go?

That is the real prospect for what most people would say is the boldest and most creative agency in the UK right now, 4creative. Who, according to The Times, could be set for a move to Birmingham.

So are we drawn by agencies and great work? Or big agencies, great work AND London?

It’s not like most of London’s big agencies need to be in London. Most of the time we go to client meetings at their HQ – or email work over. And massive brands like O2 are in already in places like Slough.

Picture the scene. You work 30 seconds from the beach or in a converted barn surrounded by fields and fields of peace and quiet. Great, huh?

Or is it?

Secretly does that sound nice – and then just get a bit boring. That’s not want a twenty-something wants. But a thirty-something looking to start a family.

Would the Scandinavians leave the Fjords for Folkestone? Reckon the Brazilians be smitten with Berkshire? Or is the real reason agencies are in London, not because of the clients, but because of the stimulating location that this young person’s industry craves. Even if we actually can't afford to live there.

Hypothetically speaking, if CP+B offered you a job, are you interested by Monmouthshire or Miami? If there is a Grey Bath or Grey New York, which would you choose?

What I think it comes down to is agencies are in London, because the talent wants to be there.

But maybe it’ll take more Boulders, Skellefteas, or potentially Birminghams to change your mind.  

September 29, 2016 - No Comments!

Ad-ventures Abroad | Vilnius

It’s 1pm just outside of Minsk, Belarus. Its lunchtime and we’ve got Baloney and Potato soup, served kindly by the Babushka, who doesn't speak a word of English. We’re shooting in a plane hanger for our first TV ad for velcom, a Belarusian telecommunications company. Me and my copywriting partner have taken the train from Vilnius to Minsk to work on a campaign during our second month of a 1 year stint at DDB Vilnius, in Lithuania. Don’t worry, I’ve googled it so you don’t have to:

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September 27, 2016 - No Comments!

Ad-ventures Abroad | NYC & London

I sat in one of the Miami Ad School NY's classrooms overlooking Brooklyn Bridge when I received an email from AKQA London inviting me to join them for a 3 month internship. I jumped up and called my family in Germany, making stupid remarks like “London calling!” - I couldn’t hold my excitement. I should have known back then that it wouldn’t be the last time I’d say those words. Surely enough, one month later (2014) I moved to London and fled the big apple just before a huge snow storm hit the East Coast. 

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September 23, 2016 - No Comments!

Ad-ventures Abroad | Auckland

It was 2011, and the second year of our Advertising & Brand Communication course at the University for Creative Arts (UCA), Farnham. Our lecturer had encouraged everyone to do work experience and gave us a six week window in which to find somewhere willing to take a punt on us.

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September 23, 2016 - No Comments!

Ad-ventures Abroad | Dublin

I moved to Dublin from London a little under two years ago. My Irish girlfriend accepted a job in theatre production, and invited me to come with her. Dublin, and Ireland in general, has a great and thriving theatre scene, but that's a different article…

Here's the lowdown.

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September 23, 2016 - Comments Off on #CSPresents Agency 20/20

#CSPresents Agency 20/20

The YCC sent Fernanda Gasparin and Alejo Sassano (Creative team @ TJX Europe.) to the latest #CSPresents event, here's what they had to say!

We went to the ‘Agency 2020’ talks hosted at DigitasLBi thinking about the distant future. And then we realised… 2020 is only 4 years away! We were interested in knowing what the actual and future scenarios were for the agencies, and also excited to see all the speakers:

Ed Warren, Creative Partner, Creature. @creature_ed

Shanice Mears, Culture Executive, Iris Worldwide. @shannieloves

Brian Cooper, CCO, Oliver Group, ECD, Dare. @_briancooper

Liz Jones, CEO, B2B Dentsu Aegis Network and Exec Sponsor of Diversity & Inclusion.

Sam Conniff, Joint CEO, Co-Founder and Chief Purpose Officer, Livity. @samconniff

Ed opened the event talking about what will change. He did it by mentioning 5 assumptions that will die by 2020. They were: 1- Advertising agencies only make ads, 2- We’re in the business of selling time, 3- Our job is to write the work, 4- The creative team is two people with a book of ideas, and 5- Media and creative are separate businesses.

shanice

Then it was Shanice’s turn. Her talk was from the perspective of someone who is now part of the change. She defined herself as a new type of employee as she has a ‘new’ kind of role, one you don’t find in traditional agencies. Her views about 2020 was that some brands are already preparing for the future, adapting to the DIY culture and starting to give some space to the non-mainstream scenario. She also commented on how she sees work will be in the future: refreshed teams, younger workers, hierarchies will dissolved and work culture will tilt towards the employee.

brian-cooper

Brian then continued the talk with an interesting insight. He compared agencies to Marshal Haig, an army officer who didn’t want to adapt and attempted to fight WWII with WWI ways, ignoring the technological advances that occurred during 20-something years. He then added what were the factors that are putting this changes in motion: speed of business, economics (being faster and cheaper), and ad literacy (now clients can come up with ideas too).

liz

Liz then shared her thoughts on how to be the change. She introduced the new Dentsu Aegis Agency: fortysix. It was born out of 3 needs: to win in a changing digital economy, to be a force for good and to be a Jedi (all Jedis look different but are after the same goals while enemies all look the same).

Sam then concluded the talks by creating a conversation around how agencies and brands need to be reactive and how they need to write the future (through an interesting comparison with pirates). He also shared the challenges that agencies are facing, but then added that there are a lot of interesting changes that will happen: business models, customers, talent, leaders and markets are changing.

daniel-fiandaca

The event was finished with a brief Q&A. We left the talks with a lot to think about, and excitement for what will come (by 2020). We also would like to chip in the conversation about the different topics that were discussed. As we said before, 2020 looks like the distant future, but it’s only 4 years away. Will already established agencies be able to change in such a short amount of time? How did they manage to change before? How can we -as ad people- contribute to end the assumptions that the ad world carry nowadays? It is our job to assume responsibilities and be active.

Because as we already know, the world keeps spinning. And changing.

Fernanda Gasparin and Alejo Sassano. Creative team @ TJX Europe.

www.aleandfer.com

September 22, 2016 - Comments Off on Pitch Your Book

Pitch Your Book

The safe route. The one you want them to buy. And something in between that.

It seems to be the norm now that we think we should present three routes to a client.

But when you’re presenting to a CD on a brief, you’ll probably have lots of ideas that’ll then get whittled down.

So why for student book crits have we been brought up to only ever show one idea per brand?

Not two, three, four or more different interpretations of a brief.

It seems odd that we assume students – before ever having worked in an agency – know what their best idea is.

Perhaps teams going to meet creatives should change the rules.

Heck, there weren't any rules anyway.

Go and present three routes to the first agency guinea pig.

Let them pick their favourite.

Then do it again to another agency team.

And again.

And again.

See if they all agree on the best idea.

Then put that one in your book.

Repeat until you get an awesome book.

Or a job.

Be different. Surprising. And out there.

Pitch people ideas for your book.

Not a book of ideas.

September 21, 2016 - No Comments!

Ad-ventures Abroad | Tbilisi

Newsflash - getting a job in advertising in London is a tough grind. It's even harder, if not impossible, to do it in a year after graduating even if you're a genetically engineered creative cyborg child prodigy, which I wasn't, but a foreigner trying to get a degree whilst navigating the bizarre social conundrum a.k.a the British party etiquette. A year spent on the Cornish cliffs had made me weak, and rabid pigeons and the Shoreditch twats had made me strong and weak again. One way or another, with a couple of placements under my belt and shiny new degree in tow, it was time to suck it up and head home*.

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