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How To Weather A Brainstorming Session.

Clifton Simmons — 2013-05-07T18:47:44Z

Creatives either like to hash out ideas alone or have a meeting of the minds - brainstorming. Sometimes brainstorm sessions can be so intense, they'll go on for hours, even days. (You'll look at your co-workers differently when they are glassy-eyed and haven't showered.) Here's some tips to weather your next brainstorm and make it more productive.

Walk in with ideas. Take some time to gather your thoughts. Get the ball rolling quickly with some thought starters. There's nothing more counter productive than staring at each other until an idea pops into your head.
Go first. Yes, this is an ego thing. Don't wait to see if someone in the group has a similiar great idea. Put yours out there first and get credit for it.
Never remain silent. You where brought in to speak your mind. No one can read it. Here no one has use for a deep thinker who can't share.
Share every idea. People say there are no bad ideas. That's not necessarily true. There are ideas you use and ideas you don't use. An unusable idea helps strengthen the current big idea. If you have nothing to compare the big idea to, it's easy to doubt its strength as a concept.
Don't get defensive. If they don't like your idea, let it go and don't attack others for it.
Accept ideas from all sources. Don't let egos blind you to a great idea. I was once in a session were an art director came up with a better theme line and tag line than mine. Yea, it hurt, but I had to admit it was good copy - and the clients loved it.

Image courtesy of stock.skink

What "Old" Ad People Can Learn From Roger Ebert.

Clifton Simmons — 2013-04-08T14:34:46Z

Today, Chicago pays its respects to America's favorite film critic, Roger Ebert, the Chicago Sun-Times reporter who passed away last week. Friday, I tweeted an article, " Ebert showed willingness to adapt to new media."

Basically, it stated Ebert never allowed himself to become "that old newspaper guy," someone set in his ways and is slow to change. Decades ago, he made the jump to television when that was rare for newspaper reporters and he was an early adopter of the Internet and social media.

The mentallity "adapt or die" (or adopt, in this case) is why he flourished. You won't find too many people in their 70's working in a newsroom.

At age 45, like it or not, this business considers me to be an old ad guy. I don't allow myself to think like one. If I did, I should quit the business right now. I keep myself relevant by:

Education. I'm back in school studying for a master's degree in new media.

Reading. Aside from school books, I read as much relevant material as time will allow - from books to blogs.

Networking. I talk to vendors. attend ad club events, go to seminars.

I may be a "senior copywriter," but by no means am I a senior. I put in all of this work to keep me open to new ideas and opportunities. There's no room for old thinking for this "old ad guy."

Out Of The Agency. Going In-House.

Clifton Simmons — 2013-03-13T14:23:46Z

Yes, my posts have been spotty lately. (It's good to be missed.) I was a bit busy with my new career. If you're a regular reader, take comfort in the fact that I practice what I preach. EVERYTHING I've told you about how to land a job in this industry are the same steps, I used to find my new career path.

In the end, I was picking from more than one job offer.

I'm now Sr. Copywriter and Communications Specialist for US Foods, one of the major suppliers to restaurants across the nation.

What? Not an ad agency?

One observation I've made is that it's a confusing time for agencies. Some are unsure about hiring, because of uncertainties concerning their accounts. Some clients are squeezing out agencies, building up their own marketing departments and doing the work themselves to save money. More important, they are staffing up with talent with ad agency backgrounds. So I refocused my efforts. The response couldn't have been better.

I got more calls.

I got more interviews.

And I got multiple job offers.

At my new position, the work is challenging. And the people are great. It's like working at an agency with only one client and fewer layers of approvals. (Gotta love that.) Here's a project I did on my first week:

Check out my old Ad Grad Project 2009 posts. I've always said that you don't have to work at an ad agency to do agency work.

Oh, and please "Like" US Foods on Facebook.

Clifton Simmons Copyright 2013

Idea Shot Down By Stock Photography.

Clifton Simmons — 2013-02-14T15:57:35Z

Getty Images. iStockphoto. Corbis Images. There are hundreds of stock photography houses creatives go to for ideas, inspiration and to create. And everyone has their favorite image spot for shots. So when we all go to the same place, things like this can happen:

So I'm flipping through the pages of Chicago Magazine and find this finance ad. Just weeks earlier, my team and I were about to purchase the same shot for a healthcare ad.

Yes, the team behind this ad beat us to the punch, but they didn't purchase exclusive usage of the photo, allowing others to buy the photo, too.

We rely on stock photography because it's time saving and it's far cheaper than a shoot. But it's to your benefit (and definitely the client's) to spend a little more and buy the rights.

Imagine the cost and the embarrassment if our ads appeared in the same publications.

Clifton Simmons Copyright 2013

Lovin' The Super Bowl Pre- Pregame Hype?

Clifton Simmons — 2013-01-31T14:00:00Z

I must admit that I'm not a huge fan of teasers and sneak previews of Super Bowl ads. It's not that some aren't entertaining. When it comes to teasers, there's a risk of creating an expectation the spots won't live up to. (We all know Super Bowl ads go through harsher criticisms than other commercials.) And seeing ads days before the game is like opening presents days before Christmas. I prefer enjoying all the festivities at the appropriate time. That's just me. So don't watch these if you feel the same. (This is an advertising blog - I had to post some.)

So with all the hype built around Beyoncé at halftime and the usual commercial fanfare, do you even know who's playing on Super Bowl Sunday? Be sure to party safely.

Clifton Simmons Copyright 2013

When "Creativity" Kills Mobile Innovation.

Clifton Simmons — 2013-01-21T16:32:27Z

So I'm standing in the Chicago cold waiting for my train to go to work. I'm frozen in place staring at some outdoor boards. One catches my eye, but for the wrong reasons.

It has a QR code.

My first thought: Standing on my side of the tracks, there's no way my phone or tablet would be able to scan it.

My second thought: If I was on the other side, why would I stop to scan it when I'm catching or leaving my train?

Over 15 years ago, I had high expectations for QR codes. I really thought it would revolutionize the way we shared content. It became a novelty, because a lot of uninspired marketing used it incorrectly, such as applying it to inappropriate places. The worst offense was giving users weak content when they made the effort to scan it. (I don't know if that was the case for this ad.) So by suffering through a lot of bad content, QR scanning turned into a fad. Sad.

This year, smartphones are predicted to surpass PCs as the most used device to access the web. But as cloud computing creates a bigger digital storm, we'll be more tuned into our services than our devices. We need to deliver on making the mobile experience bigger and more unique, not as a dumping ground for existing content.

Don't allow your clients or you to take a lazy route with today's innovations.

For example, I'm looking for marketers to create some great experiences with NFC (near field communications) and make people want to really reach out and touch someone with their phones.

Get Set For CES.

Clifton Simmons — 2013-01-04T17:45:08Z

I'm going to be shivering in Chicago, while geeks will be warming up to the latest gadgetry at 2013 International CES, January 8-11.

CES (Consumer Electronics Association) is a huge technology trade show held every January. It's not open to the public, but invited guests (largely media) get to preview products that may be the next big thing in 2013 (or not, 3D TV was major news here a few years ago).

Why watch? It's important to scope out what you may be working with in a digital campaign. Then take time to understand it to take advantage of it. Look for innovations in gaming and with mobile, of course. But pay close attention to innovators and start-ups. (I won't embarrass myself and try to predict what will catch on - and no, I don't own a 3D TV.)

So if you aren't on the CES guest list, there will be plenty of live streaming of the latest tech news. Let me know what catches your eye.

Enjoy A Return Of A Holiday Classic.

Clifton Simmons — 2012-12-17T18:05:56Z

It's not 24 hours of "A Christmas Story," but here's a classic to enjoy any time – "A Charlie Brown Ad Agency Christmas."

Recognizing The Best Of Direct & Interactive Marketing.

Clifton Simmons — 2012-12-12T15:36:54Z

I have an extensive background in direct marketing (DM), so I may be a bit bias when I call direct marketers some of the hardest working and most creative people in the business. Think about it: Sometimes they have to generate results only using a 8.5x11in. piece of paper and a business-size envelope. No high-production TV spot. Plus, they are trying to be seen among the clutter of bills in your mailbox.

(Caples finalist by MRM Stockholm)

If you want to see the creatives who do it best, including interactive, check out the winners of 2012 Caples Awards (announced Dec. 7).

According to the site:

The Caples Awards, honoring the best in direct and interactive marketing around the world, was founded in 1978 by Andi Emerson, a direct marketing pioneer, in order to honor well-recognized copywriter John Caples. With international chairs in 50 countries, it is supported by industry agencies, clients and suppliers; is run by industry volunteers; and is judged by more than 50 active, senior-level, international creative professionals. Over 200 creatives and marketers from around the world attend the annual awards presentation.

A gold winning campaign by 303Lowe:

You May Find A Job In Your Stocking.

Clifton Simmons — 2012-12-07T17:55:37Z

There's a strong belief that no one hires during the holiday season. If you believe that and slow up your efforts, you may miss some opportunities.

Many recruiters have year-end goals to fill.
Companies still have some positions they need filled before Jan. 1.
Stores aren't the only places that need holiday help. Ad agencies and marketing firms are always dealing with clients who still have money to spend on one big year-end push. That could lead to a temp or temp-to-hire position.

It doesn't mean there are jobs-a-plenty. But if you can help it, don't take a holiday break. Use a holiday card to reconnect with old contacts. Make your Santa's list of the good positions out there and continue to push forward. You may end up with more reasons to celebrate this year.

But if you really must take a break, at least take time to do a resume and portfolio review. Then go into 2013 with a tighter game plan.

Image courtesy of stock. xchng

Tis The Season To Intern.

Clifton Simmons — 2012-12-03T15:03:45Z

Internships don't have to last several months. Some can be a few short days. If you're a student on holiday break or a freelancer looking to gain some experience, check out some short-term opportunities over the holidays.

Here are some suggestions to help with your search:

Non-profits are extremely busy with fundraising efforts this time of year. They could use help at their holiday events or marketing efforts to raise donations.
Call the place you worked at last summer as an intern. Current staff may be trying to use up their vacation days, leaving the company short-handed.
You can also find short-term opportunities in the marketing job section of Craigslist.

Give yourself the gift of marketable experience this year.

Have You Tapped Into The Underground Job Market?

Clifton Simmons — 2012-11-21T14:51:40Z

Studies show that up to 80 percent of jobs are obtained by networking. Think of it as the "underground job market." Your contacts at various companies know about positions opening up long before they are posted to the world.

So start calling friends, relatives, former co-workers and professors. Just reach out to everyone in your network.

Many companies reward employees who recommend new hires, so that gives them even more incentive to help you.

Approximately 15 percent of positions are filled by answering ads.

Makes more sense to go underground, huh?

Image courtesy of stock.xchng and Klaus Post.

Find Chemistry In Your Career.

Clifton Simmons — 2012-11-19T16:13:11Z

To find the right agency, marketing department etc., remember that interviewing is a two-way street. It’s not about just getting them to like you. You have to like them, too. You'll be working together. In most cases, you'll be spending more time with these people than your families.

Chemistry is what makes a great working environment. Companies want people “who fit in” and are not just there to do the job (in exactly at 9am, out exactly at 5pm). So if you aren’t really connecting to the people who are interviewing you, a resume full of great skills may not be enough to land you an offer. Accept it and continue to search for a place where you can be part of the “in crowd" and contribute to the company.

If you’re not adding to the chemistry, then your presence is creating a "chemical imbalance." Eventually, you won’t be happy with the position, and the company probably won't be happy with you either.

Image courtesy of stockxchng.

I'm Professor Ad Man And I Approve This Message.

Clifton Simmons — 2012-10-29T15:25:22Z

Why is creativity lost on political candidates? We get bombarded by "fact" ads (and please do your own fact checking) or attack ads. (Do you really look better by making someone else look bad?)

Those are the "officially" approved messages.

I think we all know the most creative campaigns are done "unofficially" by various political supporters. So I was surprised to see Lena Dunham's ad get the official President Obama seal of approval. Sure, the sexual innuendo was a little cliche, but it's a bit of fresh air when you're drowning in sameness.

I don't care what side of the political fence you're on. In a time when a six-year old kid can whip up a video that goes viral, a bit of creativity goes a long way. Keep that in mind, if you ever choose to help market a candidate.

Clifton Simmons Copyright 2013

Phone As A Networking Tool? Who Knew?

Clifton Simmons — 2012-10-08T16:29:23Z

I've been busy with a personal project and I've been reaching out to some personal contacts to get the job done. Recently, I sent a text to a former co-worker and sent him some attachments - all by phone.

A few days went by and I never heard from him and he's usually responsive. So I called. He told me that he gets hundreds of emails to the address I had on file and he probably missed it.

So I told him what I needed and got it within the hour.

Lessoned learned: It's so easy to get impersonal with our contacts. The convenience of technology helps those bad habits.

When you network, the personal touch still works best - like actually talking to someone.

And I rediscovered a smartphone is actually good for making calls, too.

Celebrating A 20-Year Promo Success Story

Clifton Simmons — 2012-09-26T15:45:47Z

At my agency The Marketing Store, it's our 20th year conducting one of the more successful consumer sweeps promotions ever – Monopoly Game at McDonald's.

Wanna Go To Latin GRAMMYs?

Clifton Simmons — 2012-09-24T15:27:46Z

Once in a while, I post some of my work just so you can see what's going on in my world. Recently I worked on a McDonald's sweepstakes promo where you could win a trip to Las Vegas to see the Latin GRAMMYs. Check it out. More important, enter today.

What's Permalance And How Can I Be One?

Clifton Simmons — 2012-09-17T15:09:41Z

"Permalance" is a mash-up term for "permanent freelance" work. Basically, the work is steady and there's lots of it, but the company is unable to bring you in full-time with all of the benefits (health care, paid vacations, etc.).

If you're one of the many freelancers out there, it can be a great gig if you can get it. So where can you find them? These are possible freelance jobs that could evolve into permalance.

Events. I've worked a lot of years in event marketing. Many of those events are annual and agencies need to staff up in advance to prepare. They don't need them all year, but they are needed every year. As an example, my old agency hired many of the same reliable workers yearly to work various auto shows.
Digital. If you're hired to work on a web site that needs constant updating, it could lead to something ongoing.
New Business Pitches. Agencies constantly need to build business. If you're a concept-making machine, people may call on you regularly for big ideas.
Proofreader/Editor. Never met a copywriter or been at an agency that couldn't function without ~~thim~~ them.
Translator. Multicultural shops are in constant need of people who are literate in other languages.
Illustrators. Many art directors will admit that they can't draw.

So if you go in and save the day, you may find find yourself as their ongoing hero for hire.

Clifton Simmons Copyright 2013

Why You Shouldn't Apply For That Job.

Clifton Simmons — 2012-09-12T11:00:00Z

I once read how a hiring manager hates when someone applies for a job he/she isn't qualified for, because it's hard on you and them. Wading through the slush pile of resumes makes it more difficult to find the ideal candidate, but more importantly, I'm going to tell you why it's tough on you.

Read the job description thoroughly. It's a checklist of the qualifications. If you don't meet more than 70 percent of that list, they aren't going to call you. Yes, you may be a great art director, copywriter, account executive, but if you have lots of retail experience, for example, they aren't interested if they want candidates with healthcare or business-to-business backgrounds. Sure, you could learn, but they're going to seek out the people who've learned it already.

It's frustrating looking for a position, but it's even worse pining for one that will not happen for you. So be really honest with yourself. Don't waste your time and energy, if you don't meet the majority of the qualifications. Focus on the positions that make you look like the strongest contender.

How Not To Strike Out When Making A Pitch.

Clifton Simmons — 2012-09-10T12:00:00Z

The difference between getting your work produced or not, may depend on your pitch. Here's how not to strike out:
1. Keep it brief. If you can't explain the main idea under 60 seconds, it may be too complicated. Simplify.
2. Practice. The best way to be quick, concise, and informative is to rehearse. And don't just practice for client presentations. Internal meetings are just as important. (If your boss rejects it, the client will never see it, of course.)
3. Mention "key words." To keep decision makers from picking your work a part, make sure you mention key objectives from the briefs to show how your work is on target.

Image courtesy of stock.xchng.

Clifton Simmons Copyright 2013