Luke Sullivan, Managing Group Creative Director, GSDM, Austin, Texas
http://www.heywhipple.com/
@heywhipple

How did you get your start in advertising?
Well, I talk about it in detail in “Hey Whipple, Squeeze This.” But the short version is, I wanted to be a doctor like my dad. But I got an F in chemistry. I reconsidered.

What are the best and worst parts about your job?
Best part is seeing people here at GSDM sell something cool and have their hard work realized. Worst part about being a CD is worrying about keeping a client happy but balancing that with keep the work good.

What inspires you?
I read. I read a lot. I read all the time. I read everything. I read every morning in bed, every night in bed. I read in my car while waiting to pick up my boys at school. I read when I am at the stop light. I read in the doctor’s waiting room. I propose that anyone who purports to be an expert in ANYTHING needs to be a massive reader.

Who would you work with on your dream collaboration?
Pixar and John Lennon.

Name an advertising trend that drives you crazy.
You use the word “crazy” but your intention is unclear. Crazy can be good. I assume you meant “that makes you mad.” And it’s an old trend. The trend of

Best ad campaign you’ve seen recently?
Apple. Everything they do, and have done over the years, is perfect.

You’ve just completed school with an advertising degree. What is your next move?
To begin marketing yourself the same way a smart client would market a product. You’d target your likely prospects, find the media they use most often, and then interest them with a story about a product that will make their lives easier.

What kinds of experience do you look for from college graduates? In what ways can they give themselves the edge?
It is all about the book. Nothing else counts. I don’t care if you are a college grad, high school dropout or portfolio school valedictorian. It’s all about the book. Your book must rock.

Similarly, what skill sets/experiences are necessary in an entry-level creative?
Humility and enthusiasm.

Briefly describe the content and size of the ideal portfolio for a designer? Copywriter?
10 campaigns with big ideas blown out in all media. A writer should prove she can write. And an art director must prove he can make a page/screen look incredible.

What kinds of starting salaries can one expect in advertising?
$35 to $50k seems to be about the area, depending on the area of the country.

Welcome to Ad2Roanoke’s first installment of “Career ADvice from…” a series of enlightening interviews with local (and not-so-local) creative professionals.

Our questionnaire was written in order to get helpful information for the big questions we all have as students and young professionals in the advertising industry. Hopefully, you’ll learn a bit more about what to do after graduating, what you can expect from your first job and get a personal look into the minds of some seasoned professionals. You’ll definitely want to come back and check out advice installments from art directors, interactive designers, copywriters, photographers, more creative directors and even a celebrity or two!

With that said, we’re kicking off the first edition with the big wigs, the masterminds behind most of the work that gets out of the door and, you’ll read, the people you’ll be getting coffee for your first six months: the Creative Directors.

In this article:

Tony PearmanJohn GreissmayerChris Henson

Tony Pearman
Chief Creative Officer
Access Advertising & PR

Credentials: BFA from Virginia Commonwealth University with an emphasis in Graphic Design.

How did you get your start in advertising?
Had a wonderful high school art teacher that directed and guided me toward VCU and what she called “commercial art”. She was a blessing.

What are the best and worst parts about your job?
Best? Clients. They inspire me, give me opportunity, pay me, trust me to represent them. Without clients none of it is possible or matters.
Worst? Clients. They hinder, inhibit and at times prevent the realization of great ideas. But, in their defense, it is their money.

What inspires you?
My local competitors. The other agencies (large and small) that I read about online and in publications. ADDYs. My peers at work. Movies, books, graffiti artists, furniture designers.

Who would you work with on your dream collaboration?
Banksy or Quentin Tarantino. Or both.

Name an advertising trend that drives you crazy.
The belief that every client should be on facebook. iStock.

Best ad campaign you’ve seen recently?
1. Obama’s Presidential Campaign 2. CumminsNitro Brisbane for ‘The Best Job in the World’ 3. BooneOakley’s website.

You’ve just completed school with an advertising degree. What is your next move?
1. Research your butt off about a city you either want or need to live in. Go there, what ever it takes. 2. Find the best firm in that town that fits your idea of what a great ad agency or design firm is supposed to be. 3. Work for them, at any cost, for free, as an intern, do whatever it takes. Get a job that sucks to pay the bills and keep trying till you get in that agency. The struggle and the heartache will be worth the lessons and the opportunities and growth a good agency offers a young designer. In twenty years you won’t remember that they didn’t pay you enough. Or that the hours sucked. Or if our apartment had roaches the size of Volkswagens. Or you missed your Mom or that guy or girl you ended up breaking up with anyway after they cheated on you. All you will remember is what you learned and how you grew.

What kinds of experience do you look for from college graduates?
In what ways can they give themselves the edge? 1. Conceptual thinking and problem solving. 2. Perfect craft. 3. Experience (as an intern ideally).

Similarly, what skill sets/experiences are necessary in an entry-level creative?
Basic software and Mac skill sets, including InDesign, Illustrator, Photoshop, etc. Any web capability. Again, great craft.

Briefly describe the content and size of the ideal portfolio for a designer?
No larger than 16×20. Ideally more like 11×14. 8-12 great pieces.

What kinds of starting salaries can one expect as a designer?
Depends on the firm and the town. In Roanoke? $25,000 to $35,000 depending upon talent.

Who would win in a fight: Lee Clow or Don Draper?
Lee Clow is arguably one of the greatest advertising minds in history. Draper could not carry Clow’s jock strap.

Please number from 1-6 the following, in order of least sexy to sexiest advertising profession (1 = you’d rather clean toilets, 6 = living the dream):
Creative Director – 6
Designer – 5
Photographer – 4
Web Designer – 3
Copywriter – 4
Account Executive – 1 (no offense, it’s just not what I aspire to be)

More from:

John GreissmayerChris Henson

]]> http://ad2roanoke.org/career-advice-from-creative-directors-pt-1/feed/ 1