Today we had an amazing talk from Shanice Mears (Co-founder and head of talent) and Will De Groot (Co-founder and cultural strategist) of the Elephant Room, A creatively conscious and diverse advertising agency from London.
The Elephant Room
- Been running for 1 year
- Clients include Dyson, D&AD and Wileyfox
- Have a female Creative director which is rare for the industry called Katy.
- Everyone has their own job titles but share roles and get stuck in where possible.
- Connects creative industries to the world of advertising
- Sources talent, scouts creatives.
- Go through projects and portfolios and offer advice.
- Try to be the opposite of how current advertising agencies are: diverse, inclusive, encouraging to younger people making their way into the industry.
- Get real insight into Culture and how things should be.
- Hold talent days where you can meet people and show your portfolio to them.
- Do callouts for job opportunities.
Shanice
- Got introduced to the world of advertising through Digify a creative agency that introduces creatives to advertising
- Worked at an advertising agency called Iris
- Brand manager for a magazine (passion project outside of day job)
- Wanted her day job to give her the same buzz and passion and her other projects
- Goes through projects and portfolios and gives advice to creatives
- 'She says' - an organisation for women in advertising.
- Rudolf is a girl (I am reindeer) Awards where 12 women are picked who are making an impact in the creative industries for the better
Will
- Grew up in both York and Japan
- Studied English Lit at Brighton and graduated in 2010 (when there was a recession)
- Travelled to Japan for a few years after uni
- Worked in Media in London doing PR
- Did a few unpaid internships
- Worked as an intern for a channel 4 show called Top Boy for 2 weeks which then progressed to 3 months, then 2 years.
- Worked at a brand consultancy called Flamingo - do work for Adidas, Lego etc. and fly you out to different countries to do audience research, loads of incredible opportunities.
- Writer on the side signed to an agency.
Advice
- You're not going to find an agency straight away and it be "the one"
- It's not all about experience it's about potential
- If you feel like you're a 'creative director' own it! Tell people
- Find the role that's right for you and don't be afraid to move around
- Be multifaceted
- The best creatives are the most stimulating ones who have interests and projects outside of 'work'
- Make connections with everyone and keep them in mind for future projects.
- Collaborate with as many people as you can.
- Show all your projects even smaller ones as they can be the most interesting!
- Don't settle for being mediocre. Constantly progress and get better!
- Calculate the value of different work opportunities. Not money. Is it better to do a smaller more meaningful project and meeting the top dogs than getting paid for a mundane dead-end job?
- Try different things and experiment.
- Call people out on problematic opinions
- Never assume your audeince is stupid
- Try to find a creative mentor, someone you can catch up with for advice
- Don't limit yourself by thinking that there is only one creative role for you
- Hard work does pay off
- Don't undervalue your work - charge at least London living wage considering time, the idea, travel, progression.
- Nag people for internships because if you nag it shows you're passionate and really want to work there. They're the poeple you want.
- Make dry briefs interesting
Keep in Mind
- Koby Martin sent a logo concept to Tiny Tempa's record label and now he's the head in-house designer
- A lot of people in the advertising industry lack compassion
- Today's audience is the most empowered its ever been with the internet social media playing a huge role
- Massive Fails include H&M 'coolest monkey', Pepsi 'join the conversation', London 'We need you alive'
- Lots of big advertising agencies are behind on this eg. Saatchi and Saatchi
- Expectations on brands have never been higher
People to look up
- 'Bored' Post by Will
- Sereena Abbassi, head of culture at Saatchi
- Sulaiman Khan - Creatives with disabilities
- Andre Chaves - Connects poeple from around the world to work on a brief
- @Mamamanuz - Digital Artist (19yrs)
- @KiranGidda - Photographer (19yrs)
- @India Harris - Worked at Puma
- Puma - Super into culture, hiphop, art, NYC
- Koby Martin
- Leon Carlton
- Abbie May
Things to look up
- She says - Women in advertising
- I am Reindeer
Platforms for Internships
- Social Stix
- YCC
- Mad Land
- Other Box
- The Dots
- Exposure - Scout clued up people to find behind the scenes info
- Liberty - opportunities for young people
- C4 Creative - workshops and events
- Young progress makers
- Creative Access
- Arts Jobs
- Hiive
Good Advertising Agencies
- BBH - have a good work experience internship programme and give jobs at the end
- Sunshine - Youth focussed
- Adam + Eve
- Ogilvy
- Grey London
- Super Imposed (smaller agency)
- Elephant Room (email Will)
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