• BDW | SXSW 2012 Recap

    March 23rd, 2012 / Comments (0)

    Among the thousands who made the mecca to SXSW this year, so too did the grad students from Boulder Digital Works. Here's how they felt when they returned.

    SXSW has turned into a marketing shit show — full of distractions and gimmicks to get you to use, try, or buy a product enough so they can claim to be the “breakout success” of SX. Well, I didn’t see any of those this time around. To me the emerging phenomenon is a cultural one — our steady shift into the Sharing Economy, a place where access trumps ownership.

    I had the fortune of a front row seat in a panel titled “The AirBnB of Everything: The Growth of P2P Markets,” which went quickly from introductions to a full break down of how to build a P2P marketplace. That’s because the always-energetic ‘Start Up’ crowd had packed the room and we were eager to get a hold of any and all insight into what makes P2P markets click. This market is poised for success because it empowers the consumer, merges seamlessly with your online social presence, and helps build community. It’s not changing what you consume, it’s changing how you consume, and that’s pretty powerful.

    -Erik Dreyer, @erikatlarge

    What I took away from my sophomore SXSW:
    1. Three free pairs of sunglasses
    2. Respect for two rooted brands stealing spotlights (i.e. American Express + Nike)
    3. Pleasant reminders that industry idols are occasionally humble humans
    4. Newfound fondness for David Carr
    5. General panel disenchantment
    6. Tempered FOMO

    What it demanded in return:
    1. My non-free sunglasses
    2. My American Express

    -Steve Dolan, @stvdln

    Every choir enjoys a good preaching to, and for this digital advocate, Robbie Whiting’s session ‘We Made This, and It’s Not an Ad’ was a forceful affirmation of the need for a smarter, geekier approach to advertising.

    Whiting’s presentation showcased exciting examples of what occurs at the crossroads of advertising and product development – when ad agencies become production houses. Perhaps most enlightening, however, was not the work from some of the most progressive agencies around, but rather, the enthusiastic responses and interesting questions from audience members not previously in the “choir.”

    -James Quon, @jumboinc

    SXSW was an incredible experience: the panels and speakers were interesting and inspiring, the mixers and parties were jovial and exciting, and the food was delicious and addicting.

    The city of Austin, TX was awesome, especially once the weather cleared up, and those Texans showed me great hospitality, kindness, and warmth. THANK YOU!

    -Kit Hennessey, @kithennessey

    In Austin, I was spit out of an airplane expecting the unexpected. As I tumbled down the rabbit hole, soaking wet at the beginning (it rained a lot), I was bombarded with introductions to the "new" trends, all suffixed with "ify" and "ly."

    If I wasn't witnessing Kobiachi break the world record in eating grilled cheese, I was stumbling into conversations with some of my favorite people in the industry, or admiring the homeless who were swimming in the flood of free food and clothes. My SXSW takeaway was learning more about the numerous players in the tech game, despite their poor presentation skills.

    -Benton Rochester, @im_Benton

    There have been few times in my life where I have been surrounded with consistently excellent content provided by equally excellent speakers. However, there have been even fewer times in my life that I have been defeated by bars. SXSW provided me with those opportunities not just a few times, but everyday, and unfortunately for my liver, every night.

    At SXSW Interactive there were too many open discussions, too many open bars, and too many networking opportunities. But hey, those are my favorite kind of problems.

    Regarding next year’s SXSW, I must quote a greater man and simply say, "I'll be back."

    -Kevin Zengel, @kevinzengel

    With everyone vying for attention, your idea has to be truly unique, original and practical for it to stand a chance. No matter who you are or how loud you speak, only the great ideas stand a chance once SXSW is over.

    -Dan Nelson, @danimalnelson

    As a first timer this year at SXSW I am 110% positive I’ll be back next year. Never before have I been to a place where so many people were eager and open to talking about who they are and what kind of work they’re doing. I didn’t attend a single panel, but instead, traveled around the city going to coffee shops, lunches, and parties interacting and making connections.

    Some of the individuals I had the opportunity of meeting work at Modus Operandi, B-Reel, TAXI, Bitorrent, Short List, W+K, and AKQA. Having the advantage of personally knowing the people you’re sending your resume to when your looking for a career can go a long way.

    -Matt O'Donnell, @odog

    I arrived in Austin, Texas not knowing what to expect. Having spoken to many SXSW veterans I was prepared for a week of mingling, drinking, and panels, and that's exactly what I got. Overall, the experience was like non-other. I met with people in all strata of the digital world and ate and drank like a king.

    I would describe the event as a congruence of people interested in many of the same things, looking to the future of media, and out to have a good time. 2012 will definitely not be my last visit to SXSW.

    -Lee Riley, @leerileydesigns

    As a result of my love for all things involving both digital and physical realms, I absolutely loved the Frog kickoff party. They were using Arduino and Flash to connect two Lightcycles to screens for each player and a larger screen for the audience to view. While that was my favorite event, they also had life-size robot boxing powered by Xbox Kinect.

    Being an avid gamer and never having the opportunity to enjoy any sort of conference or convention, ScreenBurn was a lot of fun for me. I was able to check out around 10 video games - give or take - that have not yet been released. I was also able to demo a $7,000 PC gaming setup with 3 monitors covering my entire peripheral. I even picked up some killer art.

    -Micheal Ladt, @MichaelLadt

    The sound bite from my six-day stay came as I nestled into my seat in the middle row on my flight home. I glanced out the window, then to the woman’s computer perched on the tray table beside me. On the screen was a quote: Stop trying to create the next Twitter and start becoming the first you.

    As a SXSW first-timer, I was wowed by the incredible amount of brainpower camping out around Austin. New apps like Highlight, Vibop 2.0, and Maaii mean smart peeps somewhere are putting their heads together to build useful platforms.

    The icing on the cake, though, was the Jane McGonigals, whose creation SuperBetter uses science and gamification to help folks heal from a variety of psychological and physiological ailments. Or, the Al Gores and Sean Parkers, encouraging crowds to employ technology to “OccupyDemocracy.” Or, the Amber Cases, working to ensure technology becomes invisible and serves humanity (and not the other way around).

    Ultimately, smart people don’t just make apps. They make a difference.

    -Dave Laskarzewski, @70percentcool

    Baratunde Thurston, Director of Digital for The Onion, hilariously discussed the role of technology and satire in transforming the world around us. Programs like The Daily Show and The Colbert Report – though they appear playful on the surface – effectively use comedy to cut directly to the emotional core of very non-comedic issues. And it’s not just in the U.S. that people are using satire to address political and social issues. Thanks to the growing accessibility of technology around the globe, independent political satire programs in highly censored countries such as China, Nigeria and Venezuela have become increasingly popular online. In the end, Thurston said, “change is constant.” So, when government institutions and corporations fail to lead sensibly, it’s these “sacred clowns” that remain.

    -Nathan Igdaloff, @igdaloff

    Despite Pinterest taking the award for "Breakout Digital Trend," it kept a relatively low profile at this year's SXSWi. No Pinterest flash mob. No Pinterest shot girls. No free grilled cheese sandwiches with the Pinterest logo emblazoned upon the bread. The one widely publicized Pinterest event — an interview with co-founder and CEO Ben Silbermann — was actually a late edition to the jam-packed schedule of speakers and events.

    Since our startup is chomping at the bit for Pinterest to release their much-awaited API, you can bet I was first in line. Not literally — I barely got a seat. Of all the talks I sat (sometimes slept) through, this one was by far the most attended. And I knew I was sitting amongst eager ears — entrepreneurs like myself waiting to capitalize on this new social phenomenon.

    -Lindsey Jones, @lindseyejones

    A perfect example of the random wonderfulness that is SXSW occurred on an overcast afternoon in the GroupMe tent across from the convention center. By downloading the GroupMe app in person or showing that you had it downloaded on your phone, one was allowed access to free grilled cheese and beer until supplies ran out. Fantastic.

    The afternoon took a turn for the incredible when we were informed that Takeru Kobayashi, an international competitive eating champion, would be attempting a grilled cheese challenge no less than 5 feet from where we were standing. Moments later we stood cheering in disbelief as 13 grilled cheese sandwiches disappeared in 60 seconds and a new world record was set. Photos and videos from the event could not be shared fast enough via text, Twitter, Instagram, Facebook and whatever else we could think of.

    Was the event inspirational? Possibly for some. Life-changing? No. Adrenaline-pumping? Surely. Memorable? Absolutely.

    -Michael Lanning, @mrlanning

    I wonder if I've missed the boat on SXSW. Don't get me wrong, it’s a blast, but the parasites of tech are starting to swarm. This alcohol-fueled party felt more like a swag fest than progressive endeavor.

    The panels were interesting, but I couldn't help but feel I'd gain more by checking my Google Reader, so I could actually have a chance to reflect on perspectives rather than being immediately distracted by free gear.

    -Davis Godbout, @dmgodbout

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  • My Dad Hates Your Ad: Political Campaigns

    March 19th, 2012 / Comments (0)

    Perusing this site as an outsider to the industry is a complete jolt to the senses. The creativity, originality and technology of the contributors always amazes me. As the political season heats up, I have to wonder why modern marketing can't find a niche in the political arena. If ever a market was ripe for a change, Politics is IT!

    Black and white pessimistic video of the opponent with a disappointed voiceover followed by the posed victims of poor policy - yaaawwwn.

    It certainly can't be a lack of funds. Campaign spending for 2012 will topple the 2 billion dollar mark for the Presidential race alone. Yet forall the cash spent, it appears that creativity and originality rate thefunding residue. Sure, the strategists can figure out placement of pop-upads and tie them to internet cookies. I'm pretty sure this brilliant ploy can be found in the "My Marketing" link in Microsoft Works.

    So I'm begging the creative dudes on this site to get involved. Crate a marketing campaign that draws voters to a candidate's positive attributes. Make your target audience remember your candidate not hate the opposition. I will even give you a head start.

    There are three demographic targets in the voting public.

    1. Die Hards - Those that will vote their party regardless of the facts
    so don't bother.

    2. ADHD's - Really haven't thought about politics so the correct
    marketing that can get them to click a link or stop while changing channels
    may form their moral fiber (at least through November).

    3. Undecided - This is the group I just don't get but then I'm not inMarketing - You are! How can you not be sure whether you are for a Democrat or a Republican? Easy. Single issues. This is the "Me Generation" - willing to vote for a candidate over a personal agenda without regard to the general health of the country. While dangerous in theory, critical to market.

    There you have it. I've offered you a whole market of low hanging fruit - a chance for some enterprising organization to have World Wide impact.

    I'm the Dad That Hates Your Ad and I approve this message.

    My Dad Hates Your Ad is a series of opinions by a contributor's father. "Dad" is in no way affiliated with the advertising industry, other then constantly being bombarded by it on a daily basis. So, before this tech-savvy parent learns to hack our site, we have decided to post his take on advertising from the perspective of a consumer.

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  • My Dad Hates Your Ad: NIKE Sneaker Release

    February 29th, 2012 / Comments (0)

    Unruly crowds.

    Riots in the street.

    Shots fired.

    Scores of people injured.

    The Arab Spring? Not quite! Just more "Revolutionary" marketing from Nike!

    Nike released their new Limited Edition Galaxy shoes with their usual
    thoughtfulness toward the consumer: Midnight sales at the mall after a
    social media firestorm. Riot Police used tear gas and Tasers to quell the
    crowds in Orlando Florida. Classic new wave marketing: Convince the
    consumer that shoes are vital to social survival and they will risk physical
    survival. Damn the Mall Cops!

    Marketing or exploitation? Nike has every right to create and bate fever in
    promotion of its products. But does it NEED to? Did Nike's survival depend
    on a limited supply of $250 sneakers or did its target audience get played
    and played again? For Phil Knight, it's worth risking someone else's injury
    or loss of life for brand promotion. Since this occurred last December in
    Seattle as well, Nike can neither feign surprise nor hide arrogance.

    So why not fire up those Chinese factories, and produce enough shoes for all
    the flock? Ironically, as cutting edge as Nike claims to be, they might as
    well call their product "The I-Shoe". Yet shoes don't have the production
    limits of electronics. So why make them so rare that some lucky kid will
    get shoe- jacked walking on air home from school? But then for Nike, any
    press is good press.

    Love,
    Dad

    My Dad Hates Your Ad is a series of articles by one of the dads of a Dallas Egotist contributor. "Dad" is in no way affiliated with the advertising industry, other then constantly being bombarded by it on a daily basis. So, before this tech-savvy parent learns to hack our site, we have decided to post his take on advertising from the perspective of a consumer.

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  • My Dad Hates Your Ad: GM vs. Ford

    February 15th, 2012 / Comments (0)

    What ever happened to competition? Ford and GM are missing a golden opportunity. GM’s Super Bowl spot on the Apocalypse hit a nerve with Ford by claiming Chevy’s pickup would survive while the Ford F150 would lie among the ruins. Ford’s execs responded with a collective pout. GM’s comeback "We can wait until the world ends, and if we need to, we will apologize,"

    All this after Ford played a spot boasting that they were thriving despite not receiving Stimulus dollars. But when GM complained Ford withdrew the ad.

    Spine anyone? Where is the heart and the pride of competition? Who is GM to muzzle reality when a good marketing group could have made the payback of taxpayer cash a selling point? Where is their “Thank You America” campaign or the “Because you believed in GM” spot? I know as a taxpayer, I want my props.

    As for Ford, GM’s response to the Apocalypse ad complaint should have made you chuckle and then buckle down to say “Game On!” What would be better for the domestic auto industry than good old competition? Customers are passionate about their automotive companies – where is the automakers’ passion? If Samsung can throw down with Apple then the Big 2 can grow a pair and step out of their own shadows.

    Love,
    Dad

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  • Unwarranted Conjecture: Where's the Hoopla?

    February 13th, 2012 / Comments (0)

    It’s 10 PM. You’re at home on the couch, staring at a brief that’s as inspiring as a sack of dirt clods. You sigh and stare down the white bull that is your blank Word doc. Grasping for a shard of illumination, you pull out Crispin’s retrospective tome, ‘Hoopla’. It reads like a compendium of new millennium advertising. Each page sparkles like a semi-precious gem.

    A garter-clad chicken-man subserviently awaits your every whim (minus dick stuff). A dwarfish British motorcar challenges your preconceptions with iconoclastic urgency and hipster idealism. A mute king sidles up beside you with the gift of flame broil and vague threat.

    This is the stuff, you think. This is the kind of irreverent, post-post-modern advertising that transcends the usual Carl’s Jr.-y dreck. Why regurgitate pop culture when you can create it?

    Suddenly, you’re inspired. You’re in the zone. You’re conceiving new worlds: A Tourettic fan boat captain. A country-clutter cutter. A webisode called “Ginger Beard House.”

    Next level stuff.

    Just then the TV seizures and chirps with cheap synths and fluorescent flashing, snapping you out of your revelry. It’s a spot for Old Navy – a Crispin campaign you’re vaguely aware of, but now regard with laser pen precision. A Kim Kardashian clone vapidly sings about her “Super C-U-T-E” jeans while prancing from one choreographed scene to another, instantly darkening your mood.

    Is there a wink to it? Is it meant to be ironic? No. It’s simply the worst of pop culture distilled down to 30 seconds of bubbly saccharine sludge. Ever a glutton for punishment, you turn to Youtube to dredge up some more Old Navy bile. Bad move.

    This time a group of gal pals are at bowling alley singing “Only in My Jeans” to the tune of Debbie Gibson’s “Only In My Dreams.” Your eyes twitch.

    In the next one, another group of girls sing “I’m Wearing a New Blouse” to the tune of Tiffany’s “I Think We’re Alone Now.” Your serotonin ebbs.

    Next, Bootsy Collins churns out boots in a Funnovations factory, because – as the people of Crispin are fully aware – puns are the pinnacle of comedy.

    And, finally, with the onset of “Don’t Jiggle It When You Wiggle It,” you close your laptop in soul-crushing defeat.

    Contemptuous and a little dumber, you wonder what machinations are responsible for such an abomination? Surely, there must be an explanation. So you hit the bottle and devise a few theories.

    Theory 1: Metal Machine Music

    In 1975, Lou Reed released “Metal Machine Music,” arguably the most unlistenable album since the advent of the phonograph. Devoid of melody and rhythm, it’s comprised entirely of over-modulated guitar feedback – like an autistic Yngwie Malmsteen playing a chainsaw. The justification for the album remains a mystery, but you speculate that it was as a calculated backlash to the sycophantic reverence that was thrust upon the Velvet Underground during the 60s. Such rarified air can contaminate. Whether it’s delusions of grandeur or self-sabotaging hubris, Lou’s story was not unlike Crispin’s – that of a meteoric rise and tragic fall (an arc favored by films featuring blow and/or Marky Mark dong).

    Theory 2: The Mentos Method

    Mentos ads were an ugly anomaly. The weirdly foreign, hobo-cheap ads featured an absurd array of life-altering candy consumption that made us collectively shudder. But like depression-era circus pinheads, a freakish spectacle attracts a crowd. Consider Rick Astley’s ghastly resurgence, or those two girls and that cup, or Carrot Top’s physique (which, incidentally, can be attributed to his Napoleon Complex that was brought on by his roundly ridiculed androgynous-prop-comedy-ginger-clowning).

    But you digress.

    You have a hard time believing that Crispin has succumbed to the Chinese model of churning out cheap plastic crap, but the Schadenfreude side of you kind of hopes so.

    Theory 3: Bogusky’s Exodus

    With a creative vision not seen since Lee Clow (and bangs that could shame Kevin Sorbo), Alex Bogusky wasn’t just Crispin’s creative leader, he was the Adonis of Hawking Wares. The Swayze of karate-guy bouncers (and/or ghost pottery).

    And, lo, like Icarus (another ego-drunk demigod), Alex flew too close to the sun. In a desperate effort to rediscover his life’s purpose, he abandoned his agency and retreated to a cabin in the woods, like a handsome Thoreau or a tenor Bon Iver.

    Resigned to grumpy old men status, Sam Crispin and Chuck Porter fell victim to stereotype. Their fleeting attention spans were focused more on the Floridian shuffleboard/smorgasbord circuit than irreverent computer-y advertising. Sadly, their heir apparent, Andrew Keller, dropped the baton in favor of his crimper. And thus the soul of the Crispin machine was vanquished. Not even Ted McGinley could save this sinking ship.

    ----------

    Chris Elzinga is a freelance copywriter in San Francisco. He is also the founding father of Prudism and Gimpressionism.

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  • Trends of 2012: Solitude

    February 8th, 2012 / Comments (0)

    The “always on” culture that has abruptly emerged as the new norm is here to stay for some time. A recent piece from The New York Times demonstratively stated, “Solitude is out of fashion,” elaborating with analysis of the trending open-space work environments and team-based strategies. This contemporary approach is counter to extensive research touting the benefits of privacy in creative thinking. This culture has been fiercely fueled by the (my) millennial generation and has gained significant acceptance by baby boomers. We have grown up in an age of digital collaboration; now we’re applying these same tendencies to the office place despite making ourselves susceptible to real-life distractions.

    We all know the natural, yet rude, tendency to prioritize instant information from our smartphones over the people actually in the room. This was never more evident to me than Christmas this year. I never thought I would see the day my parents were playing Words with Friends before me. I certainly didn’t expect they would become addicted to the game instantaneously. Prior to this, my mom was notorious for leaving her cell phone in the bottom of her purse - for days on end. To her, it was a device to make calls; not for her to be alert for incoming calls. It’s becoming ever-apparent those days are over and never to be seen again. She’s texting, emailing, playing games, reading books, and verifying bets with my father through Google.

    Despite the added convenience at our fingertips, it can become overwhelming – like a menu at The Cheesecake Factory. Thus, people are increasingly more than willing to pay a premium for solitude – the ability to escape the constant draining buzz. Trend Watching explains,

    This isn’t about consumers rejecting everything that brought them to the city, but about a temporary breather. Remember, no trend applies all of the time. People will forever crave the excitement and choice available in cities; yet still want to escape for a moment.

    In 2011 some brands were ahead of the curve in offering a moment of solace to their consumers. These early adopters compete in industries where such services are appreciated due to the high stress in their corresponding environments. Some examples:

    • In July 2011, Telia, a Swedish telecom provider, launched a free app that enabled customers to disable internet for set period of time at home. They also set up internet-free zones in several public locations across Sweden. (Trendwatching.com)

    • In September 2011, at Moscow’s Sheremetyevo International Airport, Sleepbox launched a small self-contained cabin designed to give users a quiet place to get some rest. (Trendwatching.com)

    • From July to September 2011, the Marriott Renaissance Pittsburgh Hotel offered “Zen and the Art of Detox” – a weekend package that obliged visitors to surrender any digital devices when checking-in. Also, rooms were stocked with books instead of televisions. (Trendwatching.com)

    Brands that, by virtue of their product or service, must compete in a mentally fatiguing space, can embrace the opportunity by providing a counter experience like the examples above. However, most brands do not need to provide such overt forms of relief; they can bake it in to the actual product. Pandora Radio is an example of a highly appreciated, passive user interface. Listeners have one less thing to think about as the stream is designed to anticipate their tastes. Pinterest, with an extremely intuitive user experience and strong social integration, provides a similar release. The mindless nature of pinning offers a pleasurable distraction from daily stressors.

    Facebook, in the short term, offers a similar mental release. In fact, thirty-year psychology veteran, Susan Weinschenk, found that the brain releases dopamine upon receiving notifications of Facebook updates or status changes. In contrast, Facebook has become an eclectic badge of social currency - check-in’s, relationships, flattering pictures, and job title changes; thus truly adding up to social noise. As we become desensitized to social updates we look for other sources of immediate reward like Twitter, Reddit, and sites like Wimp and YouTube.

    At the agency I work for, we have a former Buddhist monk who spent six years on a silent sabbatical in Burma. You read that right…he didn’t speak for six years. He trains employees to practice mindfulness and stress-relieving routines they can implement on a daily basis. In one session, he explained that humans are naturally hard-wired to respond in a “fight or flight” manner. This was an essential tool for survival when humans first roamed the earth. Despite our evolution over time, we still react in a similar manner to alerts, texts, emails, calls, green lights, our significant other calling our name, and so on. We’ve been conditioned to believe that an immediate response is expected, and a delayed response has become an indication of a lower priority. In this new social norm we’ve set ourselves up to strive, long-term, toward solitude…or pay a lofty price to have it right here, right now, between our 2:00 and 2:45 meetings. Regardless, this will be something to watch in 2012 – an opportunity to make your brand the hero.

    As an account manager in Boulder, Dorsey has worked on global and national campaigns for brands like Microsoft and Groupon. Read more of his posts where he blogs at And this....

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  • Getting the Most Out of Your Internship

    February 7th, 2012 / Comments (0)

    Giving students a jump-start to their career, college programs provide many aspiring creatives an opportunity to get some real-life experience through an ad agency internship. This is when young creatives learn fast that working in the biz is nothing like the textbook or bubble test said. It's actually much more interesting and fun. But knowing what it takes to make the leap from unpaid (or poorly paid) volunteer to a junior level employee who earns a paycheck starts by knowing what to soak up during that two-three month adventure.

    Here are the seven things I think are most important for interns learn:

    1. If You Don't Ask, No One Will Help You. 
    Not the last thing a creative will do, but low on the list is checking on an intern. Many professional creatives are wrapped up in their own world of "make the logo bigger" crises. Don't be afraid to bug someone or ask them to get coffee, lunch or an after-work beer just to talk shop. They'll probably welcome the break. The result is that creative pro will label you as a driven individual. Should a higher-up ask about you, he/she will now have something positive to say. During your chat, put your ideas on the chopping block, ask "why" and milk his or her mind for all it's worth.

    2. Go To Meetings That Have Nothing To Do With You.
    Meetings ... boring, yes. Valuable for an intern, definitely. You'll pick up lingo and understand the DNA of the agency. You'll also discover why certain people are stressed and why so many agency workers drink moderate to heavily. There will be presentation documents, creative briefs, short brainstorms and client feedback. These are all things you'll never see in a classroom setting.

    3. Your A+ Thesis Paper Has Nothing To Do With Creative Copywriting.
    My first creative director told me: "Clients don't pay you to write or for me to design. They pay us for our minds." It's true. Think about it this way: everyone thinks they can write and/or design (until they actually have to). But thinking creatively on a highly strategic level is a skill few possess. It's what separates us from our clients and their brand team - we are their brand's thought leaders. It's not about writing a clever headline with a pretty photo, rather it's about writing a clever headline and designing an ad that meets six brand objectives while still clearly communicating to a human being. Forget writing essays and designing your cousin's band poster, the creative side of the biz is based on intelligently communicating with people in creative ways. Learn that or at least show a spark, and you'll be valuable.

    4. Jump In On A Pitch.
    Many ad students get to participate in the AAF competition through "Campaigns" class. They have four months to come up with a large creative presentation for a national client, where they'll compete against other college student teams. In the agency world, that same process happens in about 10-14 days (sometimes less) instead of 120 days. You're guaranteed to hear the word "RFP" (request for proposal) while interning. When you do, do what you can to get involved. Even if it's just gathering photos, proofing or binding. Pay attention to how the team brainstorms. Study how the copywriter writes up the ideas to be sold. How the art directors design comps to communicate the idea. Figure out why the creative director and account director wanted it in certain order. It may not be a flawless process and final product. But this is your chance to finally see how the sausage is made. "Just Do It" wasn't sold as just a clever line - the agency went through a pitch process, creating a strategic deck book that made the idea of that famous line shine.

    5. Keep Building Your Book, Even If It's Not "Real" Work.
    In some situations, it can be difficult as an intern to truly own a project. If you have that chance, save every PDF and file, and make it the showpiece of your book. Unfortunately for many, you'll dabble here and there, but may feel uncomfortable claiming a finished piece as your own. Don't let that stop you -- now that you understand a brand better than ever, go ahead and design your own campaign. Show what you can do with total creative control. Have a reason for everything you do and say in the campaign. In your upcoming interviews, creative directors are going to be looking to see that you can think and execute creatively and strategically. The ad doesn't have to be printed in Time Magazine. Good creative is good creative.

    6. Be Digital Or Be Left Behind.
    You know the vehicles: Facebook, Twitter, LinkedIn. Now get active and learn everything you can about them. Pay attention to what brands and marketers are doing with them. Connect with others in the industry through it. Know how to talk about social media in simple terms. Need practice? Try explaining Twitter to your grandparents or crazy uncle. While interning, ask if you can participate in speaking for the agency through their social media channels. Contribute to the agency blog. Be seen, be heard and know what you're talking about.

    7. Be A Writer Or Designer. Never Both.
    If you say you can do it all, no one will believe you. If you really can excel at both writing and designing, more power to you. But for most, it's crucial to pick one path and become as great as you can be at it. Creative directors and agency heads want to know that you're "our writer guy" or "our design gal." Don't get me wrong, having cross-over skills is great -- just don't sell yourself as such. At least until you reach the level of Creative Director.

    With the ultimate goal is landing that first job shortly after the internship, remember the process is all about luck, timing, skills, your book, drive, resiliency and intangibles... plus a bunch of other things.

    Good luck and let me know what you think. Like the Dude says, everything in this post is just, like my opinion, man.

    ---

    Eammon is a copywriter who's worked over eleven years in the ad agency business. He's won a few ADDYs, judged a few shows and worked on a variety of national clients. Find out all about him on his LinkedIn profile and feel free to follow him on Twitter.

    Linkedin link:
    http://www.linkedin.com/in/eammonazizi

    Twitter link:
    www.twitter.com/eammon

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