Presentation to the Chapman University Ad Club offering point of view of how to get a job in an agency and how to succeed early in your career.

1. 30 years in 30 minutes:
Looking back so you can look forward.
Presentation to the David Murphy
Chapman University Co-President
Ad Club Barrie D’Rozario Murphy

2. May you love your 30 year career in…
2042
as much as I do mine in 2012.

3. The perception of a career in advertising: Mad Men

4. Mad Men
Mad Women
Mad Geeks
Mad Dreamers
Mad Wonks
Mad Innovators
Mad Analysts
Mad Anthropologists
The reality: Mad Brand Managers
Mad Writers
Mad Designers
Mad Film Producers
Mad Project Managers
Mad Media Strategists
Mad Brand Strategists
Mad Art Buyers
Mad Print Producers
Mad User Experience Designers

5. Advertising sits at the
intersection of business,
art, pop culture,
entertainment,
anthropology,
psychology, technology,
societal trends and just
about everything.

6. Snapshot of Barrie D’Rozario Murphy.
Pursue a
Why go into advertising?
profession.
What does it take to succeed?
Not a job.
How to get the interview?

7. My teachers through the years.

9. No walls between us and our clients.
No walls between us an other partners
working for our clients.
We’re an
No walls preventing us from discovering
agency with new and innovative partners that can
no walls. help our clients succeed.
No walls between people of different
disciplines in the agency.

10. Why can’t media inspire creative?
Can we banish silos such as “offline vs.
online” and “traditional vs. non-
traditional”?
Why build walls between
product vs. brand advertising?
We think
Why treat design as an aesthetic,
differently. when it is actually a business strategy?
Why is “global” usually code for “the
U.S. campaign”?
We believe ideas must work from
the point of sale on out, because
brand equity is useless unless it
creates a sale.

11. BD’M was selected by the 4As in 2009
as the “Best Small Agency in the U.S.”
We think we’ve gotten better since.

12. Why choose a career in advertising?

13. To go through
every day and find
inspiration from
everything you
see–never stop
learning.

14. 24/7 inspiration
if you worked on Lands’ End
Read WSJ.com article
on retailing strategies.
Watch Modern Family – Visit Pinterest –
get product placement idea. notice color trends.
Visit Facebook – Shop Zappos –
see Ralph Lauren promo. get customer svc idea.
Read Wired article on See trend research
shopping apps. on GenX moms.
Go online at home – Attend presentation for
see Gap pre-roll video. closet organizer app.
Go out to eat – Read blog post
observe fashion. about role of authenticity.
Go shopping at
Fashion Island.

15. To help
corporations
understand why
they exist in the
customer’s world–
their true north.

16. To be in a
profession that
values the
Millennial
Generation and
needs your talents.

17. Multicultural
Make a
Be heard difference
we > me
Self
expression Digital

18. To know you can
succeed through
creativity, courage
and leadership–
disrespecting the
status quo.

19. How to succeed in this business.

20. Understand
1.
brand equity.
How to define it.
How to build it.

21. This is a product.

22. This is brand equity.
Progressive individuals who
embrace smart solutions.

23. The 4Es of brand building
Products become brands by
building empathetic relationships
with customers. The way in which
people for brand relationships
mirrors how they form personal
relationships.

24. Empathy Experiences
Empathy drives relevance Experiences shape beliefs
Shared point of view Unique interactions
Shared values Media context
Engage via passion points Brand associations
The 4Es of brand building
Peer review deepens commitment Momentum creates excitement
Social media Events
WOM New services
PR Alliances and content
Media channels
Endorsement Energy

25. Be a commercial
anthropologist.
Study the
2.
intersection
between people,
culture and
brands.

26. Use both sides of
your brain.
3.
Creativity comes
from informed
intuition.

27. Always have a
point of view.
4.
Have the courage
to say what you
think.

28. Get smarter
every day.
5.
It takes a lot of
hard work to get
lucky.

29. How to get the interview.

30. Know one or two famous case
studies.
Know more
Cite current campaigns you admire –
about brands and why.
than anyone.
Show that you’ve read a book or two
on brand marketing, consumer
psychology, etc.

31. Connect your hobbies and passions
to my client list.
Show you can help us better
understand social media from a
Help me heavy user standpoint.
imagine how Tell me how that summer job in a
you’ll add value. grocery store helped you observe
how people shop.
Tell me how our agency’s mission
connects deeply with one of your
core values.

32. Write an advertising blog.
Open a second twitter account that
Show me that deals only with advertising and
you’re already marketing issues.
plugged in.
Have a Pinterest board that posts
designs, ads, websites, etc that you
admire.

33. Write well. Be interesting. Be brief.
Show that you Design well. Show that you
appreciate aesthetics.
belong in
communication. Speak well. Be confident. Make eye
contact. (Remember that I need you
more than you need me.)

34. Know something specific about my
agency.
Show that you
do your Know something about me – maybe
something we have in common.
homework.
Know something about one or two of
our clients.

35. Keep the conversation going.
wikibranding.net
@wikibranding
David Murphy

36. Thank you.
See you in 2042