When Advertising Matters-What advertising brings

Here Are All The Black People (HAATBP)
A multicultural creative career fair
September 30th, 2016

When Advertising Matters-What advertising brings

Moderator: Melanie Eversley, Reporter, Breaking News, Civil Rights, USA TODAY New York Bureau
Speakers:
Jimmy Smith, Founder and CCO, Amusement Park Entertainment
Susie Nam, Chief Operating Officer, Droga5
Karina Wilsher, CEO & Partner, Anomaly
Pippa Seichrist, Cofounder, Director of Innovation & Development, Miami Ad School
Mike Lescarbeau, Chief Executive Officer, Carmichael Lynch


Last week I was glad to attending the creative career fair from The One Club’s Here Are All The Black People (HAATBP). This is a one-day event provides students, recent graduates and creative professionals who are interested in exploring careers in advertising and design the opportunity to showcase their talent to top agencies in the industry.

In a media and communication driven industry, what responsibilities do we have to address? Race discrimination? Gender inequality? Transgender rights? Or boost the diversity in creative industry? In the morning panel discussion, WHEN ADVERTISING MATTERS, 5 speakers brought some fresh ideas into this discussion with their commitments and responsibilities. Jimmy Smith, Susie Nam, Karina Wilsher, Pippa Seichrist, Mike Lescarbeau, each of them shared a representative work:

Jimmy Smith
“Bigger Than Us”
Client: JBL

Susie Nam
“Neighbors”
Client: Honey Maid #ThisIsWholesome

Karina Wilsher
Client: YouTube #ProudToBe

YouTube Music
“It’s not just what we listen to. It’s who we are.”1,2

Pippa Seichrist
“Color Conversations”

When advertising matters, what does advertising bring to community?

Responsibility matters Advertising now is not just a tool to sell a product. Agencies might have responsibility for affecting society and delivery a positive message. “What we share is the thing that matters most.” From childhood to adulthood, people will be perceived and influenced unconsciously by what agencies are doing. So what the agencies or advertisers are committed to work on in a long-term should be responsible for this society and people surrounding.

Identity matters Either for agent or client, first of all, they should know well who they are and what they are doing, and how are they positioning themselves in industry. Based on their self-identity, the messages they try to delivery to their audiences make more sense and more likely resonate with viewers. “When identity is questioned, answer with pride”, this does not just work for individuals as well as a company.

Relationship matters As an ideal relationship, peace is not a satisfied outcome. Some of agencies do not expect to have a partnership with a quiet team. Debate, argument, or fight for better answers will move works forward further. Again, the understanding of their own businesses and categories in this industry help find ideal partners. In terms of diversity in the agency landscapes, which is not just acknowledging but changing behavior. That’s why a lot of agencies tend to the partners who are looking for some meaningful changes. For an agency, one the way to be inclusive is to welcome everybody. I think the key points for a relationship in this case should be debate, share, and growing up together.

Message matters There are millions of platforms can be used for advertising executions; however, the messages that the agencies want to delivery is still the most valuable part. A good message requires touching people in a right way. The most debatable social issues, for example, that are “message first” solutions and contributions to culture.

Image matters Image plays a huge role, especially in terms of diversity and gender. Besides message, image is probably the most powerful part to be shown visually. Image can change the perception of a brand and influence viewers’ stereotypes.

Process matters As a brand need to sell products, the process is just as much important as output. The process of creating contents should be very carefully considered starting with the casting. To recruit and sustain diversity of creative in the industry is a challenge and way to have perfect works done. Also, it should be considered using celebrity when working on social issue, wisely.

Get a real-world response matters A satisfied output is the response from a real world even negative opinions that at least turns out your works get attentions. Negative response makes your team improve and learn better than nothing. The real-world test is exactly a way to solve problems and provide solutions. When the agencies play with ideas that are based on human truth, I believe that it will easily get relevant audiences and resonate with them.


When advertising matters, it’s time to matter your individuality. 1-on-1 portfolio reviews provides me opportunity to talk to a range of industry creative professionals. These face-to-face reviews are helpful in building my strong portfolio that will lead me in creative career and help me speak up.


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