Career ADvice from Creative Directors, pt.1
by Ariel Clark, February 2nd, 2010
John Griessmayer
Chief Creative Officer
Neathawk Dubuque & Packett
Credentials: I have a degree in Political Science from Roanoke College. What I learned: The world is actually governed by a secret organization known as the Bilderberg Group. I’m dead serious. Look it up.
How did you get your start in advertising?
After college I got a job answering phones and typing weather reports at The Roanoke Times. Eventually they let me write a little, including a very unfunny humor column on the business page. My first “clever” headline was for a story about wicker patio furniture: “Something Wicker This Way Comes.” In 1997, this was considered pretty hilarious and brilliant.
I sent some writing samples to The Packett Group and got called in for an interview. Howard Packett told me a story about hot girls in tight t-shirts, which had something to do with advertising. The senior copywriter, who had gone to Harvard and was smart to the point of intimidation, asked if I read The New Yorker every week and I lied and said I did. Then Sandy Murray, the creative director, gave me an assignment to come up with some ideas for a print ad. I still have the headlines I wrote. They’re so long and weird and terrible. I don’t know why Packett hired me, but they did. Also, I wore the most ridiculous glasses in those days. I’ve destroyed the pictures.
After about a month, the senior copywriter went on maternity leave and never came back. I was the only writer. Almost everything I know about creating great work, about concepts and copy and selling ideas to clients, I learned from Sandy Murray and Howard Packett those first couple years.
What are the best and worst parts about your job?
Best: I get first dibs on anything left in lost and found for more than six months.
Worst: When it’s my turn to mop the private viewing booths.
What inspires you?
The belief that something can always be smarter, quicker or simpler.
Videos of cats falling off tables and countertops
Alec Baldwin in “Glengarry Glen Ross” and on “30 Rock”
Talented people
Boundaries and limits
Old CA and One Show books
“Wind Beneath My Wings”
Who would you work with on your dream collaboration?
My current team, plus: Alex Bogusky, Luke Sullivan, Sal from “Mad Men”, A supercomputer programmed to be really awesome at advertising, Someone with a lot of money (Monopoly guy??), An explosives expert, A sarcastic talking cat, Paul Bunyan, Someone really smart at science, Steve Perry from Journey, Genetic hybrid of Peyton Manning and Derek Jeter, A fry cook, Heather Locklear, A robot Heather Locklear (to use as a decoy), Helicopter pilot, John Bonham on drums, A shetland centaur (half man, half miniature pony), Several ninjas, Magnum P.I., Johnnie Cochran, The lady from my dry cleaners, Your mom (burn!)
Name an advertising trend that drives you crazy.
Ads that confuse being strange/random/retro with being funny. Example: http://www.youtube.com/watch?v=Ygdz86_-JDc
Best ad campaign you’ve seen recently?
Love the brilliant simplicity of these ads:
http://www.youtube.com/watch?v=m56F4EKN9hg
A single five-and-a-half minute shot:
http://www.youtube.com/watch?v=MnSIp76CvUI
Beer commercials don’t have to be stupid:
http://www.youtube.com/watch?v=p2SSZA0CjdQ
http://www.youtube.com/watch?v=8Bc0WjTT0Ps&feature=related
http://www.youtube.com/watch?v=CRaTekm9Ak8
The actress playing the mom in these commercials deserves an Oscar:
http://www.youtube.com/watch?v=mmIj7_0-1kg
http://www.youtube.com/watch?v=KgFw7o5hQtc
You’ve just completed school with an advertising degree. What is your next move?
Buy a really nice frame and use a matte that matches your school colors. Oh, and pay extra for the anti-glare glass. Trust me, it’s worth it.
What kinds of experience do you look for from college graduates? In what ways can they give themselves the edge?
My car isn’t going to wash itself…
Similarly, what skill sets/experiences are necessary in an entry-level creative?
Humility — Your mom may have told you how creative you are. Big Bird may have told you that you can be anything you want when you grow up. But sadly, you won’t be working for your mom or Big Bird. Chances are, you’ll be working for someone who paid their dues and worked hard and honed their talent over many years—and who will expect you to do the same.
Writing ability — Even if you’re an artist, learn how to write. You’ll have much more success explaining (and defending) your work. You don’t have to be Shakespeare but you do have to know the difference between “your” and “you’re.”
Self-awareness — Know your strengths, weaknesses and idiosyncrasies. If you don’t know them, ask your ex.
Briefly describe the content and size of the ideal portfolio for a designer?
Nobody wants to see your charcoal drawings from art class. If you haven’t done something real, make something up. Create ad campaigns, storyboards for TV, posters, websites, whatever. I’d rather see one good fake ad than a hundred black-and-white photos of your college roommate looking out the window in the rain.
What kinds of starting salaries can one expect as a designer?
I worked for peanuts my first three years in advertising. Literally, every Friday this guy Sully from the main office would come around pushing a wheelbarrow full of peanuts and he’d shovel them right onto your desk. That was your paycheck. Upper management got cashews.
This was during the Depression, of course. I imagine the equivalent today would be about $28,000 a year.
Who would win in a fight: Don Draper or Lee Clow?
Chuck Norris.
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Tags: Access, ADvice, career, Chris Henson, Creative, Creative Director, John Gressmayer, Media Frenzy, Neathawk Dubuque & Packett, Tony Pearman
February 2nd, 2010 at 1:45 pm
Oh man, shetland centaur. Well done, sir. Well done.
And yes, that’s all I pulled from this advice column. So what?