All Posts in young creative council

January 4, 2017 - Comments Off on Want to be a YCC Editorial / Content Monkey?

Do you want a platform where you can share your editorial ideas? Can you write the shit out of a blog post, or even create films, infographics and the like? And are you down with helping people get into the ad industry?

If the answer is yes to all three, then you might be what we’re after.

The YCC are looking for some newbies to takes the reigns of our website and editorial content.

Read more

November 11, 2016

Cause2Create X YCC X Creative Conscience | Live Brief

We've teamed up with Cause2Create and Creative Conscience to bring you a brief that really could make a difference in the world.

The brief is come up with solutions that connect refugees, this could be connecting them in camps, into where they arrive or to their families back home. The brief is open to you solutions whether they're product, advertising, a platform, anything! The only must is that they're feasible to produce, there's no big budget here. Think grassroots, partnerships things you might be able to do yourself with a bit of backing.

Head over to //www.creative-conscience.org.uk/briefs/ to read the full brief and get thinking!

 

creative-conscience c2clogo

September 23, 2016

#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

June 23, 2016

Cannt Be Replaced | Day 3

Here's the wrap up from day 3!

Tom & James – Wunderman

Day 2 + 3 (because we were naughty yesterday and didn’t submit an entry): We had a hectic day. Presented initial ideas at our first ‘creative review’ and ended up having to ditch most of them. We consoled ourselves with falafel over lunch. Spent the rest of the day reworking the others – then it was off to the Cannt Be Replaced Speed Crit…

Today has been a little calmer. Developing the chosen ideas from yesterday further and getting stuck into a portfolio crit with one of the CDs. So far so good!

Max - CHI & Partners

After half the day working at (what at least already feels like) my desk I got the chance to join Will, a copywriter at CHI, doing some life writing for the Euros at a clients office. That basically meant sitting on the 12th floor next the the thames, watching the games and coming up with hilarious stupid puns. Iceland made my day.

Sylvs & Aims @sylvsaims - GREY

We started day 3 with a brilliant briefing from the lovely Vicki Maguire and the McVities team which was made even better by the constant supply of products (you really can't beat a chocolate digestive.) After demolishing nearly an entire packet of biscuits, we felt substantiously queasy and took advantage of the sugar high to quickly rattle off some ideas. After lunch we went through our concepts for HSBC which seemed to go down well and we ended the day on a high that wasn't brought on by sugar!

Screen Shot 2016-06-23 at 09.28.38

Ed @BBGoodger - Analogfolk

Another great day at AnalogFolk. We had Eddie the filmmaker in today to record me answering a few questions for the YCC Cannt be replaced video. A couple of the questions I answered were what I thought the next big thing was going to be? And what sort of advertising I wanted to make in my career? I’m looking forward to the final edit of the video. I somehow don’t quite think I’m going to be making it onto the big screen though.

unnamed

Matthew & Penny @hellomattdunn @pennylam65 - Karmarama

Today was an eventful day. Dickie came back to us with feedback on the work we did yesterday. It seems we impressed! Put straight onto a new brief for a digital bank. Half way through the briefing we all noticed an electrical burning smell. Seconds later we're all evcauated outside. Nothing like a bit a drama!

Charlie & Emily @Em_pemm @CharlieRaymont - GREY

Day 3: Today we where lucky enough to be briefed on McVities, and of course along with this we had the responsibly of sampling some of the products, and by some, we mean a lot so there goes our summer bods. As well as this to finish the day we had a great, insightful feedback meeting with the HSBC team.

June 22, 2016

Cannt Be Replaced | Day 2

Sarah & Jules @theafghanhound1 – GREY

Today we met Vicki Maguire, fresh off the plane from Cannes, who revealed she will be giving us a brief involving coffee tomorrow morning...intriguing. Inbetween that we had a creative wander down Leather Lane and got a meaty HSBC brief. A Tuesday has never gone so fast.

Max - CHI & Partners

Arrived pretty early and surprisingly dry this time. A massive super bowl brief came in today and I can't wait to get my teeth into it! After a huge vietnamese lunch I had to do the little interview for the roundup video. surviving the first nervous minutes it ended up being really fun. On my way back I almost casually ran into the partners office but luckily was safed before I actually got in.

Matthew & Penny @hellomattdunn @pennylam65 - Karmarama

Today we were trusted to our own devices. Feedback from yesterdays work proved fruitful and was told to develop some gems. Working closely with Richard the CD is extremely rewarding. Highlight of the day was afternoon tea!! Victoria sponge cake and Lemon drizzle was on the menu today. Looking forward to tomorrow, we have a new brief coming in!

Screen Shot 2016-06-22 at 09.23.23

Ed @BBGoodger - Analogfolk

A better morning than yesterday, as there was no rain, no confusion with the buses, and I had the pleasure of meeting one of AnalogFolk’s friendly K9s. The weather was so much better today! So we took the opportunity to have some lunch in the park, where I met some of the other designers from the agency. I also had my first review going over some of the initial ideas I had come up with yesterday and earlier this morning. Now it’s time to begin to develop some of them, and see where they go tomorrow.

Sylvs & Aims @sylvsaims - GREY

Day 2 consisted of warmer weather and enough risky agency Christmas card ideas to offend any good Catholic Grandmother. We had a break from the tinsel and candy canes and enjoyed a food market lunch in the park with the other teams Emily and Charlie, and Sarah and Jules. After getting back we got a great brief from HSBC and emails for 3 briefings tomorrow so now looking forward to a busy day Wednesday. The day was pretty relaxed compared to our evening. We attended the Cannt be replaced book crit night just around the corner. 8 crits in 24 minutes was intense but fun and we made some connections we hope to keep! So thanks YCC and Cannt be Replaced for another great day!

Charlie & Emily @Em_pemm @CharlieRaymont - GREY

Day 2: Today we carried on working with our christmas brief for half the day. After we explored the heavenly food market at lunch we then given a live HSBC brief to work on. We spent the rest of the day racking our brains to come up with some (hopefully) worthy ideas.

Picture one

May 24, 2016

Break through the noise, that’s what you’ll be paid for

It’s getting to that time of year where if you’re an advertising student, you’re probably thinking: “Shiiiit, I best get myself one of those placements.” By now you’ve Googled the words ‘Creative Advertising Placements’. Been on the IPA’s website (you know who they are, right?). And filled out a perfectly thought out application form for BBH’s Barn (hopefully you didn’t miss the deadline). If this is all you’ve done, or dare I say less, it’s time to pull that finger out of your arse, and start using it to scratch your forehead, whilst you think about how you’re going to make yourself stand out.

Be your own brand

Hey you. Creative type. You’re about to enter the world of communications and branding, so for starters, you need to brand yourself. You don’t have to make a campaign about yourself (or maybe you do), but in order to stand out from the rest of your mates and other ad schools, it’s time to stop thinking like everyone else.

What are you going to be known by? ‘Tom and Ben’ or ‘Vikki and Hollie’? How many people do you know called Tom or Ben? Will your name be remembered? Probably not. Unless of course, you’re so brilliant that you’ve already won 10 awards.

Why not do something a little different? Creative team Newby and Wells did, by using their domain name in a unique way: //pleasecrit.us.

But if you’re going to call yourself something wacky, don’t do it if it doesn’t stand for anything. Giving yourself a parody agency name like ‘we are Falcon’, ‘Starchy and Starchy’ or ‘BB8’ may seem amusing, but will it get you remembered? Not if you don’t do anything to back it up.

What I haven’t seen yet, is a team who have changed their names to something unique and original by deed poll, so there’s one option. Or maybe you could get married and be known by your shared surname, there’s another option.

Your website is your digital canvas. Your front door to the world. Your “how you doin?”. Simply putting your brand logos in square boxes isn’t really enough any more. You’re up against some serious competition. As creatives, we’re told to think outside of the box, so why have you made it 150px by 150px?

Use your art directional knowledge and create your own style that you’re proud of. Your website represents you, make it great. That doesn’t mean that everything needs to be mocked up, when you get into a crit, they may hate your idea and tell you to start again. Don’t waste valuable hours polishing marmite turds, unless those turds are the product of Latvian space traveling, Eurovision winning alpacas. The internet sure loves alpacas.

cosmic_20stuff_20alpaca_original

Get noticed

So you’ve got a book, made a website and you’re looking for crits. But before you can get a crit, your first challenge is to get past the agency gatekeeper and receive a response from the person in charge of placements. You and every other ad student graduating this year... you may be waiting a while. Time to think about a way to skip that queue. What’s going to get you first in line? Maybe you’ll win an award, maybe you won’t. Then what?

Your portfolio shouldn’t just be about amazingly executed print ads, it should be full of big ideas that get people talking. Creating PR ideas will be part of your job role, so doing something that gets public intrigue before you’re even hired is certainly a good start. If you’re thinking about doing a stunt, don’t just do one for the sake of doing something different, and whatever you do, don’t post your favourite Creative Director a picture of your feet, accompanied with the message: “I’m trying to get my foot in the door.” That CD no longer likes you, and you didn’t even get the chance to say hello.

When I was a student, I was told about creative team Callum & Marc (now employed at BBH) who got their first placement through their Megabus Book. It was this idea that got me thinking about what I was going to do to get noticed. After a bit of thinking, I realised that the well known creative award the Cannes Lion, wasn’t actually a whole lion, it was only half a lion. So I created the back half as a new award for Cannes 2015, The Cannes Lion Arse Award. I sent it to Campaign magazine and tweeted about it like crazy, and ended up going with my creative partner to Cannes after receiving a number of placement offers. My university tutors didn’t understand the idea and were nervous about us putting it in our book, which goes to show, your tutors aren’t always right. Follow your instinct.

Antonia Jackson cannes lions

So you make ads, what else?

Agencies are looking for T shaped creatives, multi-faceted bi-lingual freaks of nature, or something like that. So take photos of your leftovers , illustrate awkward boner moments, blog about Phil Jones’ face, code, make short films, play the trombone, write slam poetry or paint using only the force of gravity.

If you have a skill, try incorporating this into a proactive idea. Make that art series featuring Kim Kardashian. Design that new product that cures man flu. Think about the take out. Do you want it to go viral? Do you want a journalist to write about it? Or do you just want it to be respected in the ad world? Whatever it is, make sure you’re getting it in front of the right people.

Think about what’ll interest the person who’s going to give you your first placement. They want to see that you’re hardworking, proactive, and good at problem solving. So maybe start there. Find a problem and solve it well. Really well. Look for insights, find a solution, and get it talked about. If you can get a stranger to share your content, then you’re on the right track. Social media should be your best friend. It’s your platform to communicate with the industry, use your Twitter profile like a CV. Cover it with your interests, post your work, follow Creative Directors and recruiters, partake in @oneminutebriefs, and hashtag strategically so the right people find it.

One minute briefs

And for god’s sake, Tweet at your favourite CD’s and be brave, ask them for a crit. The worst that can happen is they won’t reply. If they don’t, message them again with something different until they do.

Everyone’s making noise. Make yours ultrasonic.