Trials & Tribulations of a Planning newbie

So this is my first post on JPIA and it's a long time coming. I've had access to write here for over a month, but have been caught in the whirlwind of a new city and new job. I myself am a new Planner straight out of Austin, Texas. I just started my first full-time gig at a good agency in Chicago six weeks ago. Coming out of Miami Ad School's Account Planning Boot Camp last September, I didn't know where I'd end up or how long it would take. It certainly was a long and arduous process that took almost a full year to land a job. And here's the thing, that's not uncommon. Planners I have met, at all career levels, say that it took six months to one year to land a full-time gig in Planning.

When I left MAS, it was the final quarter of 2009. Needless to say, agencies and their clients had shut it down for the year, financially and in new hires. In January, I managed to land a freelance Planning gig for three months, working at TracyLocke 20 hrs/week. That ended in March and the great hunt (for a job) picked up steam. Finally, in May, I got the offer I wanted and accepted. I interviewed seriously (beyond 1st interview) for three global agencies, two mid-sized agency, and one very small agency. I got two offers at the same time and one more a week a too late (from their perspective). I say this just to give an idea of just how difficult it can be. The places that didn't offer me a job just needed a different fit for what they were looking for, whether it was experience level or digital chops. And judging from the stories of my classmates at MAS, their experiences weren't far from that. Everyone in the class has been hired though, so that should tell you something. We all found jobs, but in different ways. Four of us work for big agencies (big = owned by holding company), one works for a strategic consulting group, one person got laid off, another got in the door with media planning, another worked client-side first before moving over.

I believe there's a lot of reasons why it can be difficult. Planning as a career field is very small. There just aren't a lot of Planners in the agency because there doesn't need to be. Planners can do a lot of heavy lifting (in terms of branding/thinking/problem solving) and just isn't the same kind of work one sees in Account Management, Production, or Media.

Being a strong Planner requires a certain set of skills and characteristics that are hard to define. It's hard to tell with 1-2 interviews if someone has the skill set to be a good Planner. New Planners or those that want to break in should have some kind of work to show. Seeing how a Planner thinks can help interviewers understand that person's potential.

Getting hired as a Planner, like a lot of other job openings, is a mixture of timing and connections. The great thing about the Planning community being so small is that everyone is open to meeting others. Plus, Planners are very transparent online (or are we just vain?), keeping blogs (like this!) and using social networks (you better be on Twitter) to share content, hold conversations, and keep in touch. It's very easy to start the conversation online and if location isn't an issue, planning a get together with others over coffee or a beer.

This may have sounded like some kind of warning or begrudging commentary, but that wasn't the intention. This is a part of the reality of the situation. I came out of school believing I would find something in a month or two. That may not have been the case, but here's the other side of the situation. Now that I'm in the "club" full-time, I couldn't be happier. All that stress and hard work paid off. So, while it may take a while or be hard to get in the door, it's totally worth it once you're there. I say that wholeheartedly. So all of you aspiring Planners, all of you who are just starting to dive in to books like "Truth, Lies, and Advertising," get excited about the career you are starting because it's awesome.

~ Justin D.

Things Not to Do in a Job Interview

So far, I’ve noticed a lot of great commentary on this blog about what the industry is looking for in potential planners/employees. Since those topics have been well covered, I’m going to try something a bit different for my first post here.

Something I’ve been mulling over lately is how there is no such thing as common information. It’s been said that because of Google/the interwebz, people know more about individual subjects that interest them than what used to be considered “general knowledge”. That being said, I’m going to use it as an excuse for some crazy stories I’ve heard. I’m a recent addition to the advertising community, but here are some things I’m (almost) positive you’re not supposed to do in an interview.

1. Bring someone.

A senior planner once told me that one of the girls he interviewed insisted on bringing her boyfriend into the interview to negotiate her salary and answer tough questions for her. Yeah, I know.

2. Show excessive amounts of cleavage/skin.

As my heroine Kelly Cutrone says in her book “If You Have to Cry, Go Outside” (which I highly recommend), cleavage is not for the office. I want to edit it for the dudes out there as well: no excessive skin either. Think of it this way: Do you notice when someone is showing a lot of skin when you’re passing them on the street? If so, your potential new boss will notice the same thing if you’re sitting in right in front of them. A friend of mine was recently flashed in an interview. She did not work at Hooters.

3. Fall for the trick question.

Your employer may ask if you really want to be doing the job that is entry-level/not paid well/practically janitorial. Or what you think of the company’s current work. Or what your favorite ad or current trend is. All of these questions are actually asking, “How much do you want this?” If you say, “Welllll…. It’s not EXACTLY what I WANT to do…” or have no idea what who their clients are/what they do, your potential boss is going to assume you’re not passionate enough for the job. Know your basic stuff! All it takes is a quick trip to Google. Research takes about 5 seconds and is incredibly worthwhile.

4. Misunderstand your place.

If you’re a recent graduate like me, you’re probably not THAT experienced. However many internships you’ve had in the last couple of years does not make you brilliant. But that's okay because it does make you look eager to learn a new job and what it entails. And that’s what employers want – an employee who has an can take on new projects with ease because of their enthusiasm to learn. As a previous poster mentioned – you are a brand. Be confident, but not over-confident. And if anything, understand your place in the workforce because I’m tired of reading posts/New York Times articles about my generation thinking they’re going to be CEOs at age 24 and then getting told (rightfully) that that probably isn’t going to happen. You rock, Millenials! But you’re (and I am) still young. Know that and use it to your advantage.

In conclusion: getting the interview means you are halfway there. So if you prepare for it, you can relax when you get in the room. Just make sure your boyfriend isn’t next to you.

~ alicia

Engage!

Hi there!

It's not a line from Star Trek (although, i must admit I was a Trekkie in my youth). I think it's the most important step a young and/ or aspiring planner can make towards joining the industry by researching and gathering knowledge from the planning community.

This is how I see things.

You are a brand. You've got it all: core values, history, visual identity, a communication strategy, communication channels and targets you want to reach. Planning is the completely new consumer target you want to reach and, pardon my expression, sell yourself to. You start researching the market, its history, context, insights and values and come to the conclusion that indeed this is your target and the next step in your development. But which strategy will you use to convince an agency that you are the best choice / investment in your over-crowded cathegory?

Start simple.

Engage the online planning community, become a part of it, find out how it feels and how it thinks, learn from it (be it case studies or just opinionated rants), bring all your experimental thinking to it and... don't be afraid to join in the conversation because, as Richard Huntington puts it, "blogging isn’t killing planning it’s the best thing that has happened since the death of the overhead projector"

Thanks!

See you soon.
~ def

What they're looking for

7 things:

- curiosity. Of the world around and of something specific. No butterflies allowed
- empathy. To be able to see the world from different perspectives
- the ability (?) to worry about a problem until it has been properly sorted
- questioning & listening. The ability to ask searching questions and hear the answers
- imagination. To make stuff out of your empathy
- reality. Everything has to be doable.

Craig Elston, the author of the original post is looking for at least 7 of these.

Good luck!

Got an interview?

I received an email the other week from a graduate of a business school who wanted some interviewing tips. I thought I'd share with you what I wrote in response:

Oh the interviewing process...will this be your first one? I suggest doing practice interviews with as many places as you can. Even though you may not want the specific job, find related industries to apply for or ask for informational interviews, just to help make you more comfortable with the process of interviews.

Any interview, no matter what agency you’re at, will be the same. It’s all about personality. Either you fit or you don’t. Sorry to be blunt, but the advertising business is all about creating personalities and experiences out of brands, and therefore in the agency itself it’s all about the personalities and experiences you bring to the table. So if it’s not a good fit, don’t be down on yourself. You wouldn’t have been happy working there anyway, so breathe a sigh of relief, really. :)

With that said, a resume may get you in the door but a book would be better. Try to put something together that shows the experiences you’ve had. They can be school-based, from your travel experiences, or from jobs, etc. Just ways to show how you think and what makes you YOU. You are unique and that’s the great thing about planning is that the discipline values your unique characteristics.

And last but not least, don’t stay up late at night worrying about if you have the right answers to their questions. Instead, if you want to stay up late, spend the time thinking about the questions you have for them! They want you to be passionate, energetic, and enthusiastic about planning and the agency. Make sure you are before you walk in that door.

And if all else fails, just drink lots of coffee and go with it. :P

advice for getting an entry-level job in account planning

First off, every planner's story is different; there's no one way to get into planning. This is largely due to the fact that not every agency has a planning department, not all planning departments are created equal, and it's still a fairly new profession to apply for. With that said, here's what I tried and what I found to be the most beneficial to finally getting a job:

Informational interviews - Talk to anyone that will talk to you! Start a list today of all the agencies in your immediate town. Call up the main number, ask if they have a planning t; if they do, get the Planning Director's number or email, if they don't, move on. Once you have a list of 5-10 contacts, start calling/emailing with a brief introduction of "hey, I'd love to talk to you about planning. Could we arrange a time next week, only 15-30 minutes, so I could pick your brain and hear your story?" There aren't many smart people who don't like to talk about themselves or help a young, passionate person out. And each person you talk to is a business card for networking purposes later. After you do your town/immediate area, call people long-distance in cities you'd be interested to live in and do an I.I. over the phone. Yes, it's a bit like cold-calling but get over it, and see it as an opportunity to learn. Bite the bullet, you want this!

Agency Internships - Yeah yeah, maybe you've already tried this route and think you're "better than that now." The truth is, it's much easier to transition from intern to job than it is to go from "nobody" to job. Get an internship! Being an intern is a highly visible position: you get a feel for the agency and the agency gets a feel for you. Agencies are in the personality-industry when it comes to hiring; if it's not a good match, they won't hire you and you shouldn't want to be hired, you won't be happy. And if it's only 3 months, at least that's an agency name you can put on your resume and get references from. Most ad agencies like to see that you've been in the industry and have a feel for how it works.

Freelance - If you feel strong in your planner skills and have a good sense of the value you can add to the creative-problem solving that happens in agencies, sell yourself to an agency that doesn't have planning. You should be familiar with their clients and maybe do an I.I. beforehand with the president or creative head. Ask smart questions, intrigue them, start a relationship, and see if they don't offer you up a temporary gig to see what you can do. In any case, it's one more thing to add to your resume, and more names to drop for networking purposes.

Miami Ad School/VCU Ad Center - If you're not as confident in your planner abilities as you'd like to be AND you have the money to further your education, apply to one of these accredited programs. VCU is a 2 year, masters program, that puts out some really smart thinkers. MAS is a 3 month Boot Camp in any of 3 locations, and it's a fast-paced information dump on all things planning with a huge dose of creative influence. Email them at info(at) miamiadschool(dot)com for more.

Explore other interests - I personally feel there's not a job out there that you couldn't apply to planning in some way. Maybe there's not a job available right now at entry-level and maybe you don't have the money for a grad program; think about what planning is: a strategic way to position a business/brand in culture to a specific type of consumer. There are lot of different job categories to benefit from: work on the client-side, learn how a business works and if they have any idea of what a brand is; work for company that is constantly updating itself on culture, a research company, a trend newsletter or blog, or a magazine come to mind; or work in retail and get face-to-face interaction with consumers every day, talk to them, get insights to use later when you're a planner.

Blog, LinkedIn, Facebook, Social Networks - Really, even after you've done all of the above, you still need to market yourself: what's your brand? Define it and sell it like crazy.

Getting in is as much about planning as it is about luck, and there's a great quote: Luck is when Preparation meets Opportunity. The ideas here are about preparing yourself for the opportunities you need to find.

Good luck.

what to wear to an interview

So you've got your resume and it looks great: check. And you've got your portfolio all in line, the pieces you think represent your skills the best: check. And you've got a list of really good questions to ask your interviewer based on research you've done on the agency/company: check. You've gone on a run to clear your mind and you're feeling optimistic: check. You want to feel your best so you put on your favorite jeans with your favorite button-up shirt and these awesome sneakers that everyone gives you compliments on, you look like a perfect version of you: NO! WAIT! STOP! Do not pass go, do not collect $200. The wheels are screeching to a halt. huh?

My story is the above one. It's like the first day of school and this is the outfit that makes me feel good about myself. When we were children, our parents and communities would emphasize "be yourself, be you, don't conform, have opinions."

I am trying to get into a creative field, and so, my clothing choices reflect my creative personality. Come to find out, when it comes to interviewing (even at ad agencies), the process is the same across all fields: look like everyone else in a suit or otherwise, spiffy outfit.

At about.com they tell you how to "Dress for Success." Adjectives such as moderate, conservative, coordinated, limited, professional, etc. are used to describe women's and men's attire to get the job. Ugh. Gross. Ew. Ick. Bleh. And god forbid you have highlights or lowlights or some other color punctuation in your hair: This would not fit into the "neat, professional hairstyle" about.com says is necessary for success.

I don't want to be Diane Sawyer or Katie Couric applying for a job at a creative boutique agency. I don't want to play pretends like I'm stodgy a-hole who wants to look better than everyone else. I did sales for a bit and everyday, I felt like I was playing a part. I think I could have sold a lot more if I'd felt comfortable and approachable. That's what advertising should be, so why should the industry expect the people in it to be anything else? Dar.

add stuff to your portfolio time...

Wandering around the internet this weekend, I found two ways to get your mind thinking AND possibly add work to your planning portfolio:

1. Planning for Good, a relatively new Facebook group has posted a brief for an Idea Village in New Orleans. Take a stab at it here, brief provided.
2. Account Planning School of the Web, originally created by planning celeb Russell Davies, is now being handled by Gareth at Brand New. The current assignment is for Mr. Clean, brief provided with project due date here.

It's Idea Time: Go! Have fun!

Where did you take your insight?

This is a question I've been asked many times in interviews. It takes a bit of thinking (that in an interview might be an awkward pause) so take some time now to map it out:

• what is your insight?

What was the gold nugget that set your creative work (supposing your showing a portfolio) in motion? Don't get stressed out about it, this is where planning should be simple in nature. An insight is an "ah ha" or "that's it" moment. Just know where and why your conversation happened: what the problem was and how your insight addressed it.

• where did it come from?
• research you did
• questions you asked

What did you do to support and develop your insight? Was it a conversation with your creatives or fellow planners? Was it research-based? Jen M (a fellow planner) told me there are two kinds of planners: Madness and Meticulous. Madness planners are all over the place, gathering culture here, talking about it there. Meticulous planners are all about the #s and research: based on this study, we know that blah blah blah. I want to point out that neither of these answers is right v. wrong. Don't think that because you didn't do any research that you're insight isn't insightful. Just be conscientious of how you grounded your gold nugget.

• where you did you take your insight? > Strategy
• how did you make it actionable? > tactics

Easier said than done, I know. Christopher Owens, from The Richards Group, broke it down for us. An example:

Insight - I feel unhealthy
Objective - lower stress levels
Strategy - go on vacation
Tactics - visit South Beach, fly JetBlue, leave Sunday

Just do some thinking before you throw some bomb creative work on the table and say "look what I did." We all need to know how we got there and why our specific solution makes the most sense.

network like a fan

we are all familiar with myspace and facebook > but have you ever used these services to meet new people? and i'm not talking about sending to/receiving from users with butt/tits pictures looking to "hookup." I'm talking about legitimately finding new people to hang out with, talk to, and network with.

when i came to new york two weeks ago, my blog was a huge connector for me. it put me in a realm with other people who blogged, this provided a sense of community, and this enabled me to connect in real-time. Examples are: Adrian and Johanna.

some other networks to start utilizing are:

• LinkedIn - you'll find a lot more professionals here, but hey, that who you want to talk to, right?
• Flickr - if you like pictures, then find other people who like the same kinds of visual stimuli
• Plannersphere - if you're a planner like i am, then join the "myspace" for planners, you'll find some heads/directors here and if you can chat them up, that's pretty cool
• Likemind - if you like coffee and stimulating conversation early in the morning, connect here for a friday social warm-up
• Meetup - have not used this one yet but seems like it's got a lot of potential

start connecting now! have a great weekend.

New York, New York

I came. I talked. I'm back.

Interview today went great. My first round had been with the head of planning and one of the two planning directors. It'd been one of the most engaging and exhilarating interviews of my life. So I was excited to come back and talk with the next person.

I immediately liked Andrea > she was "alternative" from a clothing perspective > boots with socks underneath and a studded jean skirt. We clicked. But I "put it out there" that I'd clicked with people before and nothing came of it. If interviewing for a job is a numbers game then it seems I should have offers thus far. And honestly, I'm not happy about "selling myself" to everyone and anyone. I'd like to keep some integrity about the people and agencies I choose but...at this junior stage, I cannot afford to be picky. Andrea insinuated that our connection felt genuine to her too. She introduced me to some other people in the agency which always feels cool. I left feeling positive but am not holding my breath. Off to the next agency...

Plug time: GO MIAMI AD SCHOOL! While I was waiting for my interview, two MAS creative students came in the door: It was their first day! It was an exciting example of comradery and community. I was happy for them like I would be a child on their first day of school. I said "maybe I'll see you in there in couple weeks." THEN, after the interview, I called up my friend Julie who's working at Anomaly now (so f'n cool). She was one of the planning graduates in my March program. So if you're thinking of going to MAS...stop thinking about it. Do it > some wisdom brought to me by George a planner at AKQA when we met at likemind, NY.

My "little town blues" are melting away...

interactive planners, where are you?

Interactive planning, throw it in the growing mix of "types of planners" along with connections planners, insights planners, communications planners, engagement planners, etc. It's here to stay. It seems to be a lot about the consumer's experience.

this blog's title came from a search led by john keehler (he blogs) with Click Here the interactive division of the Richards Group in Dallas. he posted his search on the plannersphere > one would guess (at least i did) that the response would be ginormous/endless/exhaustive...nope.

what's going on with the digital sphere? and why aren't more people grabbing at these opportunities? this is the future and if you can get yourself in, i say DO IT!

I talked with R/GA in New York and found that their planning department is only two years old. Wow, young blood with immense potential. "It's about showing people the value of planning and re-defining new places," said Anne Benvenuto. I was extremely impressed with their vision and energy for the future.

just reading the iPhone's latest press (thanks greg)- "a new media frenzy" needs planners to navigate virtual worlds, viral videos, content aggregation sites, blogs, changing search engines, etc.
Advice: educate yourself on digital strategy, have ideas, get your foot in the door. The future is now.

assignments on the web

if you surf, you will find.

Over at Influx just now, I found a sweet new way to get involved, network AND add some work to your portfolio along the way. It's by Wired (good job guys!) and it's called Assignment Zero, check out the newsroom for what's going on. This is a little bit about how it works:

• "Once you've picked out the work you'd like to do, simply visit the assignment's reporting page by clicking on the assignment. The reporting page is your temporary workspace. There you'll find everything you need, including a way to save your draft or file your reporting; a collection of others' reporting; the option to check in with the editor; and a discussion thread about the assignment."

Another option for work online can be found at Russell Davies' blogsite. It's called the Account Planning School of the Web. He posts assignments and then gives feedback. Awesome! It's great because it's work that makes you think, and you get feedback to make it better AND you get to network via blog-style. With all-in-one you can't go wrong.

Miami Ad School: a world of wonder

In school with crazy creatives and stimulating conversations, the world was our playground. The ideas we came up with all had endless possibilities and no budget or objective would get in their way.

Out here though, in "no ad man's land" my inspiration wanes from day to day. My crazy ideas come and go. And my enthusiasm is not as timeless as it once seemed. DAR! The school does nothing (really) to prepare you for the HUM DRUM of the real-world of advertising.

The program was amazing. It let us dream and play in our own imaginary world where advertising was exciting and new every day. It gave me the tools to change a tired, traditional WILL DO industry to a provocatively, creative WANT TO one. I'm just looking for a good fit now, an agency and people that get what I'm talking about.

moving for a J O B?

does the city an agency is in matter to the creative work that gets produced? this is a question i have on my 10 to ask in an informational interview. And I'd like to think the answer is yes.

i got the following from an adweek article describing Chicago's need to revive it's ad scene.
"New York is the center of the global advertising world. Los Angeles boasts world-class production capabilities. Outposts like San Francisco, Portland, Ore., Minneapolis and Miami lay claim to some of the industry's best talent. But Chicago's historic ability to tap into the heartland values of Middle America, most typified in Burnett's whimsical doughboy fetishism, now seems like an anachronistic throwback."

The cities I'm most interested in because of their blend of culture, music and the arts are: Boston, LA, and New York as far as agencies go. The question I ask myself is: if i lived there, would i be able to get a job easier than if I attempted to get one at a distance? hmmm...

think of the answers

Interviews can be exciting and stimulating, or they can leave you feeling like you're in way over your head. Some advice: Be prepared #1. You will have the opportunity to ask questions of the interviewer, have some good ones already thought up.

These are just a few that were tossed my way:

1. What is your ideal job?
   
2. Where are you in 3 years?
3. Have you discovered a trend ahead of everyone else? What was it?
   
4. What do you know about ____ agency?
5. What is planning to you?
6. So you don't have any agency experience? (have a good answer while you're still a great candidate for the position ~ energy, training, ideas, etc.)

more to come...

just smile more

Short coffee.
Triple Venti Mocha.
Tall Vanilla Extra Hot Latte.
Tall Awake Tea.
The Usual.
My Drink.
Grand Latte for here.
Venti Black with two cups no sleeve.
Grande 1pRasberry Nonfat No Whip White Chocolate Mocha.

We are all smiling Starbucks' Baristas on the inside. Maybe there won't be a line behind you and we can talk for a bit, or maybe you have a better connection with the barista on bar and you move to talk with them. Either way, smiling is good.

Enter, the "facial feedback" hypothesis. The hypothesis states "involuntary facial movements provide sufficient peripheral information to drive emotional experience. And feedback from facial expression affects emotional expression and behavior." It is the ability of smiles to make others smile that is transforming a facial expression into a global industry.

A great deal of research is now being done to determind how exactly smile work and why. COOL!
Advice: next interview you have - smile. Maybe you'll make the person across from you smile too. Then you'll both be happy and thinking positive thoughts. They'll like you for making them happy and want you to be a part of the team. You'll get hired and make a difference in the world. The payoffs of optimism are endless.

Experience v. Passion

"you'd like to think we live in a world where passion and energy would mean something to an employer...but experience seems to be the old ball and chain bringing people together"

Gen Y makes a mark and their imprint is entrepreneurship sets the tone for this quote by yours truly this morning to dear ol' dad. I'm not flailing or discouraged, just frustrated.

• Experts say these children of the baby-boom generation, also known as Gen Y or echo boomers, are taking to heart a desire for the kind of work-life balance their parents didn't have.

I am part of a generation that has a certain passion for work (and life) that many of the people (get ready for a sweeping generalization) who are hiring entry-level youngsters aren't accustomed to in their own career.

When the job brief states "2 years (or more) of agency experience," it's a barrier to entry. It's meant to weed out the weak candidates. I'm still standing. Just a bit frustrated.

impressive resume guy

Weiden & Kennedy ~ supreme being and creative entity both rolled into one big bomb diggity agency in Portland, Or. I'm here. I'm in advertising. Shouldn't I want to work with this awesomeness? It's a question I hadn't honestly come to terms with until yesterday when I spoke with Steve Barry at WK.

Steve has Crispin, Goodby, and now Weiden on his resume. He gave me some great advice on planning and connections I should be making. He said I should think of ideas for clients and email them to head planners at the agencies.

He said it would be worth it to talk to a jr. planner at an agency like Goodby (one I'm interested in) to find out what they're used for/what it's like. He also advised me (in my spare time) to learn about the recruiting process for focus groups and research. *share ideas* COOL!

Planning "is the hardest thing to get into," he said. (yeah, especially at WK) For me, I'm just not there yet. I make too many sweeping generalizations about "cool kids" to actually be one myself. As a planner, I need to grow up a bit more. And that's Ok. Good luck!

advice from Steve Le Neveu, Publicis - West

How did you get to where you are?

• I started our on the client-side. It's a fairly common way to do it ~ move on up by way of account management.

What is planning to you?

• Creating is a process. Planning is responsible for creating the environment where that idea can bubble up. Planning is a catalyst process.

Awesome quote:

• We're not so much ad agencies anymore as we are idea agencies. (yes!) ...ways of connecting people to a brand, how you can create a more interesting brand experience, and how you can draw consumers into the development of that experience.

What a personality characteristic you look for in a junior planner?

• I look for people who are smart and interesting in non-generic ways. Planners need to know how to ask a smart question.
  

Do you have any warnings for newcomers?

• Don't be a smarty pants (yup, he said it). You want to be smart but you don't have to tell people you're smart.

Advice for breaking in?

• It's not easy (I KNOW!!!). Getting in through account management is a legitimate way to go because you've learned something about how advertising works and you get to be connected to strategy. Media is a little tougher, but still ok. Just make sure people see you have a planning brain.
  

Tips for my resume?

• References are always good, maybe attached to the resume; just a couple people saying this person is X, Y, and Z.