Tangerine-Watson, Inc. Access to Success

Jump Start Your Advertising Career at a Great Agency in a Small Market

Even though I entered this role to help NY Ad Agencies build their diverse talent pool the most enthusiastic outreach has actually come from some of the smaller agencies from smaller non-urban markets. There are some major agencies doing fabulous creative work that are sincerely interested in building a more diverse talent pool.

It is really hard to get talent to want to move to any market that is outside of the top 10. I definitely understand. Quality of life, balance, finding a mate, having a social life and seeing folks that look like you are crucial. Not to mention, somewhere that you can get your hair taken care of can not be minimized. As someone that has never moved out of the NY tri-state area, I get it. But, investing 2 years in your career can really be invaluable to breaking into the business. These agencies can provide the training, pedigree and opportunity to work on general market business that will get you noticed and add to your credentials early in your career that will help you throughout if you strategize correctly.

There was a great young copywriting talent that I heard about (from many people in the industry) that shared his story during Advertising Week. Devin Heatly at Uniworld has an audio interviewWADV Radio Devin Heatly Interview and talks about how passionate he is about advertising and didn't major in advertising but wanted to break through. His interview really provides a great story of doing what is necessary to get noticed by starting out at a well known agency in a smaller market. He also happens to be the winner of the Mercury Award for Burger King.

Don't sleep on the smaller markets, they may hold the key to major market success!

The Laws of Urban Energy

As an evangalist for diversity driving innovation I was struck by a recent article in Psychology Today (August 07) by Anya Kamenetz.
The Laws of Urban Energy

'The World is flatter than ever, but while technology may give us a each the tools of creativity, it takes urban proximity and unpredictability to sharpen them'

The article makes the case that the urban centers boost individual creativity?  So what are the 'it'-factors of urbanism - density and diversity.  The potential edge that urban dwellers enjoy over their country cousins can be linked to having more and different people to meet, and more meeting places - parks, coffees shops, parties, or simply the sidewalk. 

Suggestions -

• Step away from the computer and widen your circle of contacts
• Change your routine and explore different neighborhoods, cultures, ethnic restaurants
• Go where the people are

Working on building a more diverse work environment and talent pool is good for everyone and demonstrates once again how diversity drives creativity and innovation.

Explore Your Creative Side Even if you are not Creative

I wanted to share an article written by a very insightful account person on Talent Zoo Article.  Vonetta DeVonish does an excellent job of understanding and promoting the continuing education of non-creative talent working in the creative process.  Definitely, great words of advice for us all.

Get the "name" on the resume

I meet alot of talented art directors and copywriters and "wannabes" that want to get into the big league advertising agencies or want to know how to break into the business.  Some of them go to undergraduate schools or get graphic design training and don't know why they can't break into the top advertising agencies or don't know how.  Now, I know you have bills to pay and student loans but there really is a huge demand for diverse talent, pariticularly African American creative talent.  The ad indusry knows that most of the popular culture creative influencers come from young creative people in the urban market where trends are set.  Instead of letting highly trained creative professionals  mimmick (usually badly)  what young urban creative talent says or does you should be a part of the creative process and let the world see what you can do.  To get in the door you have to get the formal training.  You have to get 'the name' on the resume.  The agencies are not going to train you and you need to get the credentials.  The two best schools are Miami Ad School (http://miamiadschool.com) and the Adcenter at the Virginia Commonwealth University (http://adcenter.vcu.edu).  I was just talking to a talented art director at a multicultural ad agency who was thinking about going back to school and did not know what the major agencies were looking for.  These two schools are the ones the top agencies most recruit from and are the most connected to the top ad agencies.  I know it can be expensive  don't let that stop you from investing in yourself.  Don't be afaid to identify yourself as a person of color as ask about scholarship dollars from these schools.  The investement will pay itself back many times over if you really have talent.  If you are really talented the agencies will be dying to meet you when you graduate and the top school training will definitely get you the attention you need with a great book and get you in the door.