Our Definition...

On the eve of 2011, I feel it necessary to be nostalgic and look back. Not just back at the past year - a year filled with incomplete resolutions and failures, coupled with successes and joyous moments - but at a more broad scope of what defines us. It came to me in a dream last night and after I woke up, I had an "ah ha" moment. The type of moment where you feel like what you're sharing with the world will move mountains & solve conflicts; when in reality, it's just another thought, shared with the world wide web, possibly lost in the shuffle of headline news and celebrity gossip.

Social Media is the lifeblood of many. It's a place to collaborate, connect and procrastinate. We use it in every aspects of our lives and as it creeps into our work environment, rules and regulations become more apparent and important. There is much banter about the right things to do on social media and the wrong things. Things that can get you fired, divorced or reprimanded by family/friends. A simple picture of you dancing on a bar four years ago with your BFF's boyfriend could get you all of the repercussions mentioned above.

For instance, you head to the bar and you're on the hunt for the next person to fall in love with. You meet her and have a great time. Whether you woke up alone or with her, you begin the process of adding or figuring out who she is via Facebook. The days of asking for phone numbers have disappeared, much like the land-line phone has. Is it sad? I think it's smart. But there will always be naysayers swearing Facebook isn't that interesting or cool. Sounds like a personal problem to me.

20 years ago, what defined us relied heavily on our work, family and friends. Now, we are defined by our posts, likes and tweets...and I think it's great. Posted pictures define us. Friends we're connected to, define us. Followers and retweets, define us. It has nothing to do with who we are in person and everything to do with who we are online. You hear stories of people who are type A in person, yet type B online. Guys and Gals who have online relationships and real-life relationships that never cross paths. Do I think that last part is great? Absolutely not...but I think it's amazing to see the ways people are using it to benefit themselves.

I had a dream about Social Media. I know, i'm a huge nerd; but, it made me realize, more than ever, that what i'm saying on here or my wall, will define the type of people I can meet, the jobs I could be offered and the places I can live. I'm excited for the changes social media will incorporate in 2011. Finding new ways to help increase our online persona.

What all this means...don't be a naysayer. We'll just talk about you so much on Facebook or Twitter, that by the time you're ready to create a profile, we've already created our own.

Mad for Mad Men...

For someone like me to blog about advertising and not post about the series is beyond inexcusable.

The show is the shit. It's one of the most entertaining, shocking and angering shows around. The characters have been gradually built up and cut down. If you're going to try and jump into season 4 without knowing the past, stop reading this blog entry and talking to me in general.

Secretly (not so secret now) I idolize Don Draper - minus all the cheating and constant alcohol abuse, which I know, strips him down to just a simple, boring, adulterous man. However, his demeanour, attire and ability to command a room, are the true reasons I idolize him. He's the king of the combover, the power suit and driving while drunk. Would you say I have a slight man-crush...yeah, i'm comfortable enough to say I've got one. Sue me.

I got a late start with Mad Men. I used the power of iTunes to catch me up by buying season's one and two. Seventy dollars later (i'm an HD snob) I was immersed in the beautiful world of 50's and 60's advertising. Complete with big hairdo's, typewriters with typists and when train travel outweighed flights. So it's safe to say for a Generation Y'er like myself, it garnered a few snickers and a few reality checks too. Or is it cheques...ah who cares.

When it became apparent this show would now consume my thoughts, time and apparently my iTunes credits, I was only half way thru episode 1 of season 1. It's true, I fall in love that easily. Good thing I'm not a gambler.

Everything about the show paints a vivid picture of the glory days for agencies. The drinking, constant secretary affairs and of course, the importance of holding a generational brand, such as, Lucky Strike. I'm not a smoker - never have, never will - but the only thing missing from the client list at Sterling, Cooper was a liquor account. However, I see a similar situation as Lucky Strike happening by having Roger handle the account and watch as it slowly dissolves in his hands. The guy is a cunning linguist, fantastic adulterer; yet he lacks the understanding to look beyond his nose and at a bigger picture.

Once season 3 ended, I longed for more. I was shocked at the revelations that occurred, yet I was completely satisfied with Don's choice in women, and new found attitude.

Betty is still a super bitch and even when I see her on awards shows, or ad's for other movies/brands in real life, I want to just give her a good shake. Nothing too hard, just something to jiggle the loose piece in her brain back into place. Yeah Don was not the greatest of men to her, but I know I dated more mature girls in high school. Regardless, I would never hit a woman, but Betty could be the acception.

The show has given me more than roughly forty-eight minutes of entertainment on Sundays. It's given me a new perspective on the way it was done. The real beginning of advertising. I have a new found respect for the veterans in the industry. They lived parts of it and evolved with the times to continue and support the greatness that advertising is today.

What all this means...

If you don't watch the show already, you need to. It's not just another boring, detailed time-piece with no action. It has heart, character and accurate portrayals of everything our grandparents knew. Also, it's got the occasional side-boob, which is a pleasant treat for everyone.

Long Overdue...

It's been about 3 months since my last post. A plethora of excuses have accumulated, however, all are just that...excuses. Maybe subconscioustly I dialed it down because I was seeing slight gains in my advances. Maybe it was because of my conference travel schedule - Air Canada Elite Status...biotches! Or maybe, just maybe...it was because I did my best writing when I was frustrated at work. But with blogging sites now blocked, I usually just go on an extended lunch.

But I'm back now...in more ways than one.

Advertising is still my ultimate dream. I've continued to pester those I've met and continued to try and maintain TOMA. Surprisingly, it has worked. There are a few hot irons in the fire and I feel that one of them will happen for me....it's got to. Here's why:

I had a chance to pursue a position with an agency I've grown fond of. The people are great and the position would have been a fantastic fit for my career aspirations. However, I had a grown-up moment. I realized that relationships are more important than self-gain. The people I knew there were influential in many facets of my life and too important to lose. So I took a different approach and introduced them to an equally talented and ambitious candidate.

She has everything - I feel - I bring to the table (probably more, but I'll never admit it) in terms of passion and professionalism, without taking yourself too seriously. It turns out, she was a perfect fit. If that's not good karma then I don't know what is. She has been ever grateful, but needs to realize, I only made an introduction...she did the rest.

So after I got her a new, happy career and still sat in the same position I have been writing about for 8 months, I came to an abrupt conclusion. I finally understood the fascination of Toronto. The biggest brands in the world are there, and I need to be as well. This is now my new, potential adventure.

Finally, I've been moonlighting. I must say, this working after work to try and get better work...is exhausting. However, I feel like we're a sort of an A-Team. Not as much mercenaries as a collection of award winning creative minds...and myself. Nevertheless, I'm learning from the best and I'm learning a ton. I think the greatest thing that has come from this process is that I realized I belong. I belong because of my personality, ideas, and overall passion for what is on the line.

What has this past few months taught me?

It's taught me loving great ads is easy. Loving the process that goes into those ads is where people are tested. It's where people become bitter and inspired. I know I will face trials & tribulations while being a part of the creation; however, I now love the work in general. It's a momentous occasion, but one I needed to understand before I truly began to succeed.

A Good Walk Spoiled...

Golf...a game for everyone who's anyone. To be great at it (Tiger, Jack, Arnie etc.) happens to only a handful; but to be good, it takes practice, two beers and a dog at the turn.

It's one of those games that allows complete strangers to spend four hours or longer, together and never search for topics to discuss. It allows a group of friends to play a round, drink a few beers (or a lot depending on how you're playing) and be outside enjoying nature - Goulet.

Golf will always be my vice. My means to put worries and issues behind, and get lost in my swing; lost in the quietness that occurs on a late summer evening when putting out on the shadow-stricken greens. What I find truly amazing is the calm that comes over me when I'm on the course. Obviously the loud cursing when my par putt lips out doesn't help portray this so-called Calm. It's more of an internal calm.

This isn't a post about the greatness of golf. It's about the correlation between one thing and another. For instance: this blog is a correlation between my passion for advertising and hidden passion to write. Golf transcends this passion. Whether it be for sport and nature; or outdoor activity and friends. There is a distinct reason people play the game. And a distinct reason golf continues to be a game where business and pleasure occur simultaneously.

Having worked at the prestigious Westwood Plateau Golf & Country Club - 1996 Golf Digest Best New Course in Canada (small plug...free round??) - I've seen business happen on the first tee, the 18th green and on a patio over nachos. To witness this is inspiring and educational. I want to try it for myself.

Here's my pitch to those who read this post:

Man or Woman up (you can play the reds if you want)...play me for a job. If you win, my pestering emails will stop. If you lose, I'd like the opportunity to prove myself on your client service team. We both know I have the passion and drive to succeed in this industry. I'm just looking for a chance and what better way than a casual round of golf to decide my future.

One Short Year Ago...

This month, marks a time around a year ago, that I decided to put it all on the line. Throw caution to the wind and start trying to aggregate enough insight, enough nerve and enough relationships to make a run at the advertising job of my dreams.

It all started with one relationship that will continue for years to come...as long as I never become a Habs fan. I learned it's not all sexy and Hollywood. It's tough, it tests yourself and the people close to you; tears relationships apart, but gives you the tools to build them back up and succeed. Great work will be rewarded, while unworthy work, will be dismissed - usually along with the person responsible. Of course, some always squeeze through the cracks and make it by hijacking somebody elses' hard work.

The most important though, the work I have put in, not only sets me apart from the riff-raff that do inhabit most agencies, but sets me apart from the ones also trying to breakthrough.

I've learned so much. I've met so many. I've spent so much on coffee, wine & beer. And now, I'm on the cusp of breaking through - like a duckling from an egg with a bright new world ahead. Is it daunting? Yeah it really is. It's easy to have the right things to say; do the right things to get noticed; but, the hardest question I've been asked successively over the past month is "why will you be good at it?" I really don't know why...I like to think because like all sports greats say "failure is not an option" Although, how will I know my writing will be thorough? My budgeting skills precise? My relationship building strong? My presentation skills engaging?

The answer to this...I don't have an answer (contrary to my mother's belief). But I know this. When I get something, I get something; and I get the Ad industry.

Finally the point to all of this. I feel that my graceful transition into a worthy agency type is due to two people...myself and the Leaf's fan in Gastown. I wouldn't have traded this journey for anything else in the world. The agencies I've seen and the people I've met, give me more hope for the future than anything has.

No wonder it's the hardest industry to get into.

Cheeeeeeeeeeeeeeeeese...

So there I was, walking graciously down Howe St. in Vancouver. Ear buds in, jamming to my tunes (I'll probably say Breaking Benjamin or someone else socially acceptable for a male my age; but, I really mean Party in the USA by Miley) and suddenly there it was. The biggest Saltine i'd ever seen.

Having lived in a cafeteria during my University days, I am completely versed in the patience, dedication and skill it takes to win a food challenge. There are two dreaded challenges that I have come to loathe. The first: Can you chug 2L of chocolate milk continuously, without throwing up? No...no you can't. The second: Can you eat X amount of Saltines in 1 minute? No...no you can't; but if you do, enjoy the wrath that will follow from completing either.

There are too many things I love about advertising. One of the biggest loves is for great, engaging out-of-house advertising (OOH). Cossette has done some great McDonalds stuff, and others have done some good OOH seen mainly in Toronto. But, the one pictured below was a beauty by TAXI.

The campaign's copy stated "all you need is cheese" As a true Cheese-aholic, I appreciate the addition of cheese to just about anything I indulge in...yup, give me a brick of cheese and watch it disappear. It's that simple. I think we might have a new challenge on our hands...Regardless, the campaign was a great representation of the nutritious factor included in cheese - noted by the strong man of course; and it's ability to be molded into something exciting...creating the correlation between a child's imagination and the cheese. I've molded my fair-share of cheese into chomping mouths (any cheese), snowballs (mozzarella cheese), and wigs/moustaches/ear & nose hair (string cheese). Heck, I just made Pac-Man out of a BabyBel just the other day...you got a problem with that?

Although this seems timely because of a very recent meeting with a TAXI Vancouver staff member, I promise it was delayed because of my own personal laziness. So, my proverbial Kudos are going to the team at TAXI. This is cool! I hope we can see more of this not only from them, but everyone else in the future.

Only A Moment Ago...

This is my blog...this is my blog about my pursuit of the golden ticket into advertising. But today, I don't feel like writing about that. You see, today, is the fourth anniversary of my dad's passing. A day that not only will never be the same, but one that defined who I am and the kind of man I aim to be, four short years ago.

June 22nd is a normal day to most, but to me, it's the day I held my dad's hand as he took his final breath. Regardless of the struggle he endured over 18 months of chemotherapy and prescription drug use, he smiled and endured, soaking up every chance he had to show me & my brother the stuff we weren't supposed to learn yet; the stuff that he was supposed to teach us as we grew in our adult lives. It was painful, humbling and precious all at once. Tears come to my eyes as I type this because I can hear the words, the advice he wanted us to have before he was unable to give it.

He told us time is precious. To say say that, would be an understatement. I watched a man, a young man in today's standards (51) have the unfathomable happen to him - to be told his life would be cut short. But instead of saying "why me" he said "what's left to do" He loved harder, shared more, and laughed louder. I couldn't imagine his thinking; but I saw what he was doing. He was showing us that we'll be alright. We'll be able to live and live well without him. I will love him forever for that in particular.

I've watched over the years as my mom, brother and I have moved forward. We've become closer as a family. We use Father's Day to remember together. And this past one was a bit easier than the last. Everyday with added sentimental meaning is easier than the last. It's how things are. You move on, but you never forget; and that's why I'm posting this, because a day will not pass, I don't forget.

This isn't a post to describe his positive attitude. There are millions of instances, like this, where people see the light in darkness. Was he a saint, no; but, he was my dad, which puts him on a podium many can't touch. The funny thing is, we were never a sit down and talk things out kind of father-son type. We were the ones who would yell about it, until someone gave in. That was the competitive nature that we both were blessed with. Surprisingly, with everything that was not said, said and done, I don't regret our relationship. I remember the hugs, the comments of praise and the moments we just sat, saying/doing nothing. Those are the ones that you tend to miss the most.

The whole point of this is to not bring tears to everyone or even myself. It's for everyone to know that at 21 years old you should be too young to learn these lessons. I did though and I've never been prouder of myself. I'm able to see the big picture now, and it has the potential to be a masterpiece.

You know someone once told me I'm young in age, but have an old soul. I only have one man to thank for that, and it's not me.

Do yourself a favor, enjoy the moments you have with your father...nobody deserves to go through those moments without one.

For my Dad.

Mark Wills
January 3, 1955 - June 22, 2006

A Little Campaign I Helped Build...

Every Generation Y representative has a sense of entitlement. They don't call it the "Me" Generation for nothing. But I haven't been abiding by this rule and in true team player fashion I was looking for an assist rather than a goal. The time has come for me to put my name to a campaign I helped build.

When I started in my current position, the first task was to build our brand. This was a relatively simple step since, there had been little marketing efforts to the day; it was a clean slate for my work and i've built it into a small/medium sized empire!

A great man once told me,"You have the loyalty of a Labrador Retriever."

In typical Lab fashion I sought out Concerto Marketing Group to begin the building of my empire. The smallish, gastown shop was run by the father of a player on my PeeWee AAA hockey team at the time. Peter had a helping hand in offering morsels of guidance as I ventured into the Vancouver job market; morsels I appreciated and felt should be rewarded by new business.

The process began and my vision was met. Nonprofit publications are filled with valuable information and, unfortunately, poor, boring, text-filled ads. I wanted to stand out. I saw a simple ad using our affliation with the color green as the focal point. Three campaigns were produced I was immediately drawn to them - like a moth to a flame. Maybe it's because I believe standing out in advertising is how leaders are made; or maybe it's because I hate playing it safe.

I'm extremely proud of these ads and have enjoyed the outpouring of support for them, by the nonprofit industry. They are different. They take a stance many organizations have never taken and most of all, they follow the K.I.S.S. principle (Keep It Simple Stupid). 

Love them, hate them; but most of all, enjoy them.




'Excuses'

This campaign speaks directly to the hearts and minds of charity representatives who have heard every excuse under the sun from people trying to avoid donating. However, it turns those lame excuses into positive reinforcement by introducing the product benefits of the IATS process which make giving easier, safer and more rewarding.

‘Good Company’

This campaign features the varying range of impressive and sometimes eclectic charities that we service and support. For a prospective charity client, it immediately tells them that they will be traveling in good company and that by association, IATS is a credible and reputable, service provider with a uniquely dedicated focus on the non profit sector.

                                                                          

Raw Emotion At Its Finest...

As I sat, staring at my TV, anticipating NBC's newest video montage of the NHL playoffs - to help build even more excitement for the game to come - I wasn't prepared for the commercial break amazingness to be.

The montage came and went and I was even more jacked up now - It's the Cup at stake...1 more series before I get to look forward to the Entry Draft and the greatest day in all of the NHL, Free Agent Signing Day July 1st.

My emotions were high because I, to some degree, understand the heartpounding excitement and knee-shaking nervousness the players were feeling (more on that in a second). "It's just another game" is a line coaches tell you to take your mind off the butterflies nesting in your stomach walls.

The first commercial break began and to my disbelief, a non-"History will be made" NHL commercial came on. It was better. It was humbling. It was raw.

About that feeling I knew. I won a National Baseball title back in 1999. Those were the days. "The Boys of Summer" we were titled by the local media. But when we won, we were interviewed by various outlets to describe the feeling. The only thing I could muster, through tear-filled eyes, was "It's amazing!" Because it was. It was better than amazing, it was Superamazingawesomeness to be exact.

This "There Are No Words" ad re-established those feelings I felt back in the 20th Century. The thing is, every man, woman or child, who has ever won anything - be it a spelling bee, cook-off or a national championship - felt the same thing I did.

These men are held at the same level as superheroes. Cities can be crushed, or resurrected by them. I know some of them personally and am astonished at two things; 1. They were one of the "less than 1%" of hockey players worldwide that made it & 2. Their job is to play something they love.

Regardless, they are human in the end. To see Mark Messier drawn to tears -after he crushed the city of Vancouver's dreams in '94 - allowed me to think of him not as a villian, but a hockey player humbled by a trophy he'd won before...then I snapped out of it and cursed the Rangers out.

This has been a hell of a playoffs for the NHL's marketing team. Well done to you and to Young & Rubicam for offering guidance into an eternal place in NHL advertising history.

iPad is...My New Toy!

Here it is. The first Apple Ad to grace my blog.

Back in January, when the iPad was announced, questions of "why?" escaped my mouth at the mention of its existence. Months ensued, the "why's" turned to "why not's"; which of course became "why shouldn't I buy 3?"

A trip to the states for work brought me into the path of the much-needed iPad and the purchasing decision took a total of 10 minutes - only because the sales rep was busy with another client.

Hours upon hours later, I sat, iPad on my lap, smiling from ear-to-ear. The product sits in a unique segment - hovering just above netbooks because of it's capabilities; and just below laptops because of its creation inabilities.

This isn't an iPad pitch. I love it...but know, it's not for everyone.

Apple detoured from the PC vs. commercials for something with a pounding beat (to drive home the power & features of iPad of course) and an astounding visual collection.

There's no right way to use it, because it's a clean slate. Use it as you wish, or don't use it at all...just appreciate it for what it is.

Well done TBWA\Media Arts Lab, USA

Nike Writes the Future with this Beauty...

Soccer is not my sport. It may be the world's sport, but not mine. However, this new Nike commercial is stunningly beautiful from start to finish. It shows the scope of pressure these men & teams will have bestowed upon them by their respective countries, fans and themselves.

Sidney Crosby immortalized himself with the "Golden Goal" on Feb. 28th. He brought a nation that was on bended knee - after the late third period goal - to its feet and springing into the air. His effect on Canada, goes without saying, will be identical to what these men aim to accomplish in South Africa.

The riches to rags story portrayed by Rooney, is a fairytale we often forget. It's happened. But with the likes of Christian Ronaldo making $130 Million in his contract, it's highly unlikely that, if Portugal loses, his life will sway from having boat loads of money, women and talent.

Spoken like a truly jealous man.

Well done Nike. And well done Wieden+Kennedy Amsterdam, London & Portland.

The Swagger Never Stops

What's not to like: Lyrics, good; Acting, good; Beat, GOOD!

This is proof that Toyota has apologized for their actions regarding the Prius and is trying to move forward with their branding efforts. I commend their effort and think "Swagger Wagon" is a great start...kudos to you Toyota and even more preverbial Kudos to Saatchi & Saatchi for being the brains behind this operation.

Goosebumps

The NHL always comes out with something goosebump-worthy for the playoff push. Last year we had the still picture with a step-out by Sid and others to speak. This year, we have the rewind, "History Will Be Made"...These are, in my opinion, the best of the 2010 campaign; and judging by their eagerness to use this years highlights...more will be added

The Power of Advertising...

A great man - well, a pretty good man - commented this after watching the clip:

"A powerful reminder that we are storytellers, not snake oil preachers. The spot is worth the wait."

Absolute Beauty...

This is a great little video...funny and gives some great props to a good ole Canadian Brand

A Great Story...

Storytelling is the purest form of advertising. @Hawes and TBWA-Vancouver have produced a spell-binding video that is the giant "kick in the ass" we need as a society. Great stuff.

Just a Great Ad...

When I saw the Tropicana ad online, I immediately passed it around to my colleagues. This is the kind of award-winning, innovative stuff that brings people together and reinvigorates them about the industry.


To Tim Welsh and the creative masterminds behind it at BBDO - Toronto...a job well done.

What's your story?

The road to an agency career can be a long, tedious, soul-searching experience...that or shit luck gets you a great gig. Regardless, the moments that have widdled me down to nothing, or shook me to the bone with anger; my rhino like skin, is now taking form. Tough and unrelenting, I am looking to not step gingerly through a door and into the epicenter of my agency of choice. I want to barrel into the door, smashing it to pieces and show my true desire to not only fit in, but to stand out and become a leader for younger versions of myself.

Throughout my own "Pursuit of Happiness" I have had those moments that right the ship; bring you back to the fearless and unrelenting candidate agencies look for and turn the spirit train 180 degrees. After days and months of non-contact with any industry character, these moments make the search more meaningful.

One of those moments came via a twisted, demented individual, who has made this journey a humbling, joyous and valuable experience. "What's your story? Everyone has one. Find yours and make it awesomelicious." I found my story. It captures my passion, drive and unruly willingness to jump into the deep-end with no water wings. It became my introductory piece.

The response was uncanny. Busy people - people who should care less about a wannabe adman trying to break-in at the industry's most inopportune time - were answering me and sharing the stories they found about themselves.

I met, shared and never expected anything other than a conversation. An offer would have been nice. But let's face it, being able to pick the brain of an agency [insert title here] and having top of mind awareness was a big victory on a small scale.

Another came a few days back. An agency - one I had recently sent my story to - was blogging about the mishmash of people that lurk in the shadows; waiting to send their un-edited, poorly worded attempts to secure the interest as the best possible candidate. Reading was not these prospects forte. That's my For...you can complete that.

I commented on the blog, with a 'thank-you' to the agency. For saving me the humiliation of re-reading what I had passed along. They responded back immediately. Stating my story had been one of the better ones they read. The goosebumps returned.

Finally, the point of all this...find your story. Whatever industry you chose: what's the moment in your life, that made you realize this was your destiny? Find it to pass along, or find it for your own self-enjoyment.

By finding this story, you can create an even greater ending.By finding this story, you can create an even greater ending.

Why Advertising...

The age old question "What do you want to be when you grow up?" is something we all are asked. How we answer is the difference between you and I. Whether it be a somewhat fictional answer of an astronaut (Buzz, Neil - kudos), or the more realistic answer of a fireman or police officer. All are achievable depending on the qualities one aggregates throughout their early years.


So what did I want to be? I had no idea; so I rephrased the question, what didn't I want to be. I knew I didn't want to be, an IBM drone - depicted in Apple's epic 1984 commercial. I didn't want to come and go, with no impression; no footprint (reputation not carbon). I didn't want to be stuck.


I wanted to work for great brands, on great projects with great people. So what better industry, than advertising. Do I know anything about advertising? Not really. Does anyone? Not entirely.


Here's what I do know. Advertising is one of the most lusted after industry. It's not always sexy; it's rarely glamorous; however, it's defining. Which makes it lust worthy. Although, only the strong survive. I am trying to become one of the strong ones. I read articles, follow agencies on Twitter, read blogs...do everything possible to give me an edge on my competition. I care, but is that enough? I believe it will be.


So back to the question of "What I want to be when I grow up" The short answer is sleep deprived, underpaid (to start) and overworked. I can say with confidence and a coy smile, that is exactly what I want.


How many people would answer that...