Ideas First Recap #1 (4/6): Why Advertising?

The first official blog post for the Ideas First Spring 2010 class, which includes thoughts on the truth in advertising, one good reason why everyone should check out Toro Y Moi, and a little love for Objectified.

CLASS RECAP
Our first class was spent getting to know each other... and, we’re going to spend the request of the quarter finding out what makes us tingle, both creatively and culturally. Over the next two years, the 15 of you will create friendships and creative partnerships that will affect your MAS and professional careers—so, take advantage of this opportunity to learn how to listen and challenge each other.

Download the Ideas First Spring 2010 Course Outline (PDF) >>

Why Advertising?
It’s certainly a valid question, considering the investment we’re putting into the next ten weeks of class. Aside from the lucrative salaries (haha), we all agreed that we’re here to help change the perception of advertising. But, what does that really mean? It’s a statement that we’ll continue to explore in class, as changing perceptions is an ongoing collective effort/evolution between brands and agencies.

Anatomy of an Advertising Agency
I prepared a two-page primer to an advertising agency, which includes various departments, roles and and reporting structures for your review. While there’s a lot to consider, we’ll be focusing on account, creative and production roles (those highlighted in yellow). As you continue your MAS career, it’s important to know the roles and opportunities available at agencies, so you can determine whether the art director and copywriter paths are right for you and make the appropriate course correction before you’re stuck in a sideways world... wait, I’m talking about Lost now.

Download the Anatomy of an Advertising Agency (PDF) >>

FIELD ADVENTURE RECOMMENDATIONS
As part of your class requirements, everyone is required to participate in a field adventure each week. Events can be drawn from a variety of sources, with the rule that it must be new to you (whether a band, museum, cuisine, film, etc.) Here’s a few ideas for this week:

• Saturday, April 10: We Are Wolves at Bottom of the Hill
• Monday, April 12: The Ruby Suns and Toro Y Moi at Bottom of the Hill
• Wednesday, April 14: The Whitest Boy Alive at Slim’s
• Wednesday, April 14: Jonsi at Zellerbach Hall (UC Berkeley)
• Thursday and Friday, April 15—16: The Dead Weather at the Fillmore
• Thursday and Friday, April 15—16: Miike Snow and Delorean at the Independent

SOCIAL SITES
Here's a handful of San Francisco social sites filled with Field Adventure recommendations for you to consider (thanks to Kimberley for a few suggestions):

Flavorpill SF
Going SF
Eventful
Daily Candy
7x7.com

ASSIGNMENTS
Here’s a summary of your assignments for the week. Note that all three assignments should be ready for submission at the beginning of class:

1) Advertising Campaign Presentation
2) Agency Presentation
3) Field Adventure

Come up with creative presentations (two total) for the first advertising campaign that really inspired you and the agency that you were assigned in class.

For the advertising campaign, what was it that made you take notice? What makes it effective?

For the agency, where is it located? How did it start? How are their most notable clients and what awards have they won?

(These questions are a starting point—include any other ideas and comments that you want to share in your presentations).

You can decide to create a video, collage or write a poem; use the assignment as an opportunity to share your unique creative talents with the class. Please note that the combined length of both presentations should not exceed five minutes total, no matter the media. Being an effective creative is all about articulating your ideas effectively, in the fewest words possible. We’ll work on presenting skills over the quarter, but it’s not too early to start thinking with brevity.

That’s it for this week. Let me know if you have any questions.

PS. The image used above is from Objectifed, the excellent documentary on industrial design by Gary Hustwit that I recommended during class. Put it in your Netflix queue, like now.