The Perfect Fit

Barack, Beagles and Bob

I was using Google yesterday to see how my website, blog and name were ranking after a month or so of the blog being live.  I was suprised to see this article in The Guardian with one of my photographs.  The Guardian is one of the UK's premier newspapers.  I have to say I was thrilled.  I probably was more excited for this photo credit than any others I've had in the past 20 years.  I was pleased to help illustrate an article on the President Elect's next family member.

 This article appeared on November 5th, the day after the election.

Naming The Presidential Pooch

"In his victory speech, Obama promised his daughters a puppy to join them in the White House. But what should it be called?

A Beagle Puppy . . . First Dog material?  Photograph: G. Robert Bishop/Getty

It was a victory speech full of memorable moments. But the important one we want to debate on the Open Thread today is: what should the new White House puppy be called?

In his acceptance speech in Chicago's Grant Park, president-elect Barack Obama said to his two daughters, Sasha, 7, and Malia, 10: "I love you both so much, and you have earned the new puppy that's coming with us to the White House."

Nearly every occupant of the White House has kept a presidential pooch (or First Dog), from the Bush family's two Scottish terriers, Barney and Mrs. Beazley, to Herbert Hoover's police dog, King Tut.

No news yet on the breed or sex of the Obama puppy. But can you help us pick a name?"

Sorry for the distraction of this post . . . I just couldn't resist!  I'm pleased to have an image picked up by such a prestigious newspaper, and happy to a part of talking about the change of the Obama family transitioning into the White House!

 

Online Marketing Skills Are Essential

I received the following comment/question from a reader of “The Perfect Fit”:

“The other change in the industry that I am seeing is the whole
interactive thing. What are your thoughts on this? While I think
everyone should know how to apply ideas to interactive pieces, I think
too many places are wanting a one size fits all employee. I think that
the programming technology changes to often and fast to expect someone
to be a good designer, concepter etc to also expect that person to be
able to program top notch. I think the most important part is the idea
and concept. Execution should then be left to those who can make it
shine the best.”

First, it’s important to separate developers from designers, art directors, planners, account executives, etc..  Developers possess a skill set and attitude that is completely different from others involved in the online marketing/communication process.  I’m not seeing clients require both superb design and sophisticated development skills from the same person.  That said, both developers and designers have to have an understanding and appreciation for the other’s role in the marketing process.

In order to be a valuable resource, it’s becoming more and more essential for designers, art directors, planners and account executives at every level to have an understanding and appreciation for internet marketing.  Frankly, it will take even more than an understanding to excel as we move forward.

Online advertising and marketing is the segment of our industry that continues to grow.  Revised estimates for 2009 indicate that online budgets will increase around 5% in 2009.  Because of the economy, that number is down for earlier projections but nonetheless continues to be the segment that consistently shows growth. 

Advertising professionals are going to have to know more than how to design for the internet, or what appropriate internet strategies are.  They’re going to have to know more than proper navigation methods and the structure of information architecture.  In every position, and at every level of every advertising and marketing company, successful professionals will have to be engaged with (if not passionate about) online communications . . . from e-commerce, to blogs and podcasts, social networking with FaceBook, MySpace and/or LinkedIn (among a myriad of others), webinars, e-books, iTunes and understanding why the iPhone is such a powerful tool.  The more you “live” on and with the internet, the more you can understand how it’s affecting those around you . . . no matter how old you are.  You’ll be able to understand how it can be used for the benefit of clients to deliver their messages to their targeted audience, no matter where they work and play.

I believe that if you’re not “living” a high technology communication and social networking lifestyle, you better be doing everything you can to understand it.  Frankly, it’s part of why I stared this blog . . . I wanted to challenge myself to (at least make an effort) to stay abreast of how quickly technology is changing, and becoming more integral to all of our lives.  I wanted to be a part of that.  Living in that world enhances your understanding of that world.

To my reader’s point, the idea is the most important element.  The idea has always been and always will be the keystone of advertising and marketing.  Great ideas are based on sound strategy and executed with sound planning.   There used to be much more limited options for executing the idea, print, TV or radio.  Now, there are scores and the number is growing monthly.  The more familiar you are with your potential channels for communication, the better your chance of a big idea that will work.

6 Things A Creative Director Needs To Know

I was referred to a blog, The Ad Contrarian by a reader of The Perfect Fit.  The "Cranky opinions and advice from the CEO of a pretty big agency".  He's Bob Hoffman, CEO of Hoffman/Lews, in San Francisco and St. Louis.

I just love his approach.  I've added it to me feeds.  He has a wonderful perspective on the agency biz and world . . . it's slightly cynical but extremely knowledgable.  Check it out.

Since I'm currently working on two advertising Creative Director searches at the moment, The Contrarian's posting regarding what a CD needs to know was just outstanding!  I share it with you now.

Six things you need to know if you're going to be a happy, healthy creative director.

1. Hiring is everything.
If you have terrific people, the advertising business isn't that
difficult. If you have mediocrities, advertising is impossible. For
your own self-preservation you must get rid of bad people and hire
good ones. There is no other way to do good work and have a happy
life. Talent is a rare and precious thing. The idea that "we're all
creative" is absolute bullshit. Mediocre talent never makes terrific
ads. Never.

2. Avoid the "tyranny of strategy."
Strategies are not written by God. They are written by planners,
researchers, account execs, clients and other mildly retarded mortals.
Good creative people often have a better feel for the problem than the
committee that wrote the strategy. When you are evaluating a campaign
idea, it's not enough to say 'this is off strategy'. You must also ask
yourself, 'is this a better strategy than the one we have?'

If the answer is yes, you're going to have a lousy week. You have to
go back and un-sell a strategy that has probably taken months to
develop, has been up and down the client organization, and has lots of
(probably irrelevant) research to back it up. Somehow, you have to
convince a whole bunch of people that all the work they've been doing
for the past few months is wrong.

Sound impossible? That's why you get the big bucks.

I Just Lost My Job! Now What?

It's unfortunate, but true that this is a topic that I'm going to explore over the next couple of months.  I hope it doesn't need to be discussed any longer.  It's time to be realistic, proactive and energetic in your effort to stay in your present position.  If you find yourself out of a job through no real fault of your own, I hope this and subsequent articles might be of value to you.

I received the following article in my good friend David Hults' monthly e-newsletter.  David is an HR veteran and now career coach and author.  He has valuable, realistic insight into how to maximize your career and in so doing, your professional and personal satisfaction.  I encourage you to visit his website at Activ8Careers.com and sign-up for the newsletter.  His approach is first rate and his positive results consistent.

It is simply everywhere.  Companies downsizing, merging, and closing.  Jobs are short and candidates are plentiful.  While this is good for a company filling a position, it makes for stiff competition for those looking for a job.  Instead of being able to implement a career change on your timing, it may be necessary to find a job until you can search more intensely for that career change.  So you just lost your job…what do you do now?

In this economy, it will be important for you to gather up your bills and do a financial assessment.  Yes, that means doing a budget.  It will be imperative that you lower your monthly expense immediately.  Unless, of course, you were one of those treasured few that received the million dollar settlement!  Click here for a website with a home budget calculator. 

List every expense that you have and find out where you can cut costs.  Do you really need that fully expanded, bells and whistles cable connection, or could you get by with the basic channels and rent a movie?  Do you really need that new pair of shoes?  Or can you take your current shoes to the repair shop and make them last another season?  If you have to eat out once a week, can you share an entrée with a friend or spouse and cut the cost in half?  Cutting costs can be difficult, but it can be done, I promise!

Once you have developed a budget and know where you stand financially, map out several action plans.  What will your plan be now that you are out of work?  Where will you start?  

Career Change Survivor Action Plan #1 – If severance was not an option with your job loss you may need to take a job to bridge the financial gap while you continue to look for a “real career” position.  It can be at a lowered salary and will not look as damaging on your resume as a gap in employment.  Beware, though, that some companies will question your motivation to stay in a full-time position that is not challenging for any length of time, so a part-time or contract position can be a better fit for this transitional period.  

Career Change Survivor Action Plan #2 – In a survivor situation begin immediately to deal with the emotion of losing your job.  It will be difficult to think clearly and convince an employer that you can be a positive employee hire if you are depressed or feeling embarrassed about the job loss.  How many people do you suppose have lost their job at one time or another in their career?  Almost everyone has or will.  So, do not blame yourself.  Look at the positive contributions you bring to a job and focus on those.  

Career Change Survivor Action Plan #3 – And, while you are focusing on those positive contributions, make sure you reflect those skills and talents in an updated resume.  Think back about projects where you made a valuable contribution or a team you worked with that accomplished a specific task, either under budget, ahead of time or both.  Once completed, have a trusted friend or advisor review your resume.  

With an action plan in place, the last step will be to work your J.O.B.S. 

“RESUMES WITHOUT SALARY REQUIREMENTS . . .

 . . . WILL NOT BE CONSIDERED.”

I received an email from a loyal reader of this blog who brought up this hiring issue after reading my thoughts about Anonymous Job Postings:

“I hate when employers ask the salary question. There are so many
factors. And just because I might have made more in the past should
not keep one from being considered. Maybe there will be fewer
responsibilities, or more days of or other perks that one would be
fine with getting less money. Not to mention that agencies pay scales
are all over the board.

At a place like Acme, each title level has at least a 20k range
that people could fall into. So you could be looking at 2 people who
do the same job and are equally talented, but have a big pay
difference, because one negotiated better or had a more generous boss.

It seems the problem lies, in the employer wants to get the right
person as cheap as they can, and the employee wants as much as they
can get. but in early talks when salary is talked about without
details of everything else, one can either be out of the running or
screw themselves over and not get what the place might have been
willing to pay.”

I have to admit this is another “pet peeve” of mine.  I think it’s completely inappropriate for an employer to ask this question at this stage of the process.  How can a candidate give a salary requirement when they don’t know anything specific about the job.  Some posted job description does not suffice for that purpose.

My reader is right when they point out the employer is concerned about salary.  Salary is obviously a concern, and an integral part of the hiring process, but not at this stage.  Appropriate salary is based on market value, the company’s particular culture and pay scale and most importantly, the responsibilities of the position.  In some cases, prior salary history is part of the formula.  My reader is also correct when he mentions other elements of the compensation package like, vacation, benefits, other perks and bonus based on performance can all affect the “salary”.

My experience is that very few candidates are interested in a new job just because of salary.  As they say, “Salary isn’t everything” . . . and it rarely is.  People are interested in the contribution they can make to a new employer, the working environment, perhaps the clients or co-workers, opportunity for training and career advancement . . . a myriad of things that don’t include a starting salary.

Employers cheat themselves when they ask this question, because inevitably highly skilled and motivated employees will not be considered.  If employers would consider candidates based on their potential for contribution and growth, rather than a starting salary, they would certainly have a bigger and better pool of candidates to choose from.  Too many employers don’t care to expend the time necessary to really determine who the best candidate is through conversations and the interview process.  The hiring process is a complex and difficult task . . . it takes time to do it right.

In my opinion, candidates can tell employers what their salary history has been, in an interview.  They should also explain to the hiring authority those specific reasons why they are interested in the new position, and how they think they will contribute to the new employer.  The result should be an open and honest communication and negotiation resulting in the mutual satisfaction of both parties.

If you have any other questions related to the hiring process, please feel free and encouraged to email me . . . I’ll be happy to answer them in upcoming posts.  I’m also interested in hearing about any personal experiences regarding today’s topic.