Entrevista al Planning Director Alex Siewert
30 Apr
En publicidad uno conoce gente que le cambia el mundo, en mi caso fue Alex Siewert que por esa época fue mi tutor en Naked Comms Londres, que me explicó de forma sencilla las infinitas posibilidades que tiene la planeación estratégica, y, mejor aún, lo sencillo y divertido que puede llegar a ser. A él le debo mucho, especialmente en cuanto a la perspectiva de lo que un planner puede llegar a hacer.
Hoy en día Alex es Planning Director en AKQA NY, una de las agencias más grandes, creativas y monstruosas que ustedes se puedan llegar a imaginar. Aquí 12 preguntas, en inglés, a este amo y señor de la planeación, espero las disfruten y le saquen el jugo que merece. También va por ahí un poco del trabajo de AKQA, porque como Alex dice, eso es trabajo de todos en equipo y no de una sola persona. Disfrútenla.
What do you recommend for younger people who want to work in advertising?
Know that 1. it’s not easy — a lot of people want to get into advertising, therefore you need to stand out (ie differentiate) from everyone else you’re competing against. The more interesting, unique, passionate you are (or appear to be) the better chance you have of landing that first job. And while a college degree is a basic requirement it will make you no different to anyone else, what will, is your personality and originality.
Know that 1. it’s not easy — a lot of people want to get into advertising, therefore you need to stand out (ie differentiate) from everyone else you’re competing against. The more interesting, unique, passionate you are (or appear to be) the better chance you have of landing that first job. And while a college degree is a basic requirement it will make you no different to anyone else, what will, is your personality and originality.
2. Know what you’re getting into — advertising is probably not what you think it is. Yes it’s fun, creative and full of interesting people, but it is also a lot of very hard work, long nights, and weekends — especially the first 3–4 years.
…
How is the life as intern in AKQA?
We don’t really recruit interns at AKQA NY, mainly because of our size and the needs of our clients. That said, San Francisco & London do, and I can only imagine that life is very interesting, challenging, and eye-opening.
We don’t really recruit interns at AKQA NY, mainly because of our size and the needs of our clients. That said, San Francisco & London do, and I can only imagine that life is very interesting, challenging, and eye-opening.
…
Do you remember your first job in advertising?
Yes I remember it well. I started at Grey Worldwide in London, I was a creative (copywriter), I didn’t even know how to send a fax. Mostly I remember that I even though I thought I knew everything, I quickly discovered that I knew nothing and realized that I had to change my approach and be open to learning absolutely everything I could (which is why I moved into account management and then in to planning)
Yes I remember it well. I started at Grey Worldwide in London, I was a creative (copywriter), I didn’t even know how to send a fax. Mostly I remember that I even though I thought I knew everything, I quickly discovered that I knew nothing and realized that I had to change my approach and be open to learning absolutely everything I could (which is why I moved into account management and then in to planning)
…
What is the most important thing about a CV or portfolio in advertising?
A CV and portfolio are two very different things. In a CV I really look for personality, experience, and unique interests. In a portfolio I look for strategic thinking, originality and creative thinking.
A CV and portfolio are two very different things. In a CV I really look for personality, experience, and unique interests. In a portfolio I look for strategic thinking, originality and creative thinking.
Do you have any method or best practice for improving your creative or planning skills?
BE CURIOUS. There is an opportunity for an idea around every corner. Listen to new music, follow creative blogs, read expert points of view, and generally fill your head with as much information and inspiration as you possibly can. It might not all be useful right now, but at some point it might be.
BE CURIOUS. There is an opportunity for an idea around every corner. Listen to new music, follow creative blogs, read expert points of view, and generally fill your head with as much information and inspiration as you possibly can. It might not all be useful right now, but at some point it might be.
Oh and don’t assume you know everything or are good at everything. Arrogance and ego are two of the least appealing qualities I have ever come across — even thought there is a lot of it in this business. Instead be humble yet confident, honest, LISTEN, and admit when you don’t know something — then be prepared to go and learn it.
…
What are the most significant changes in advertising in the past 10 years?
A big question. Digital of course has changed everything. Also, while it used to be about 1 big agency telling everyone what to do, I think clients now-a-days are really just looking for great insights, brilliant creative thinking and the ability to get ideas to the right people. Sometimes that comes from big creative and media agencies, but more and more it’s not.
A big question. Digital of course has changed everything. Also, while it used to be about 1 big agency telling everyone what to do, I think clients now-a-days are really just looking for great insights, brilliant creative thinking and the ability to get ideas to the right people. Sometimes that comes from big creative and media agencies, but more and more it’s not.
What’s next in communications platforms?
Mobile based geo-marketing.
Mobile based geo-marketing.
As Plannig Director what do you expected from your interns or your team at work?
If you only do what is expected, I’ll always assume you are average — and therefore easily replaceable. But if you do what is expected and add your own personality, perspective, passion, originality etc to it, then I’ll think you are special and unique, and therefore impossible to replace.
If you only do what is expected, I’ll always assume you are average — and therefore easily replaceable. But if you do what is expected and add your own personality, perspective, passion, originality etc to it, then I’ll think you are special and unique, and therefore impossible to replace.
What did you do to make yourself a succesful planning director?
Honestly I’m quite surprised that I’m here and doing what I do. I may be successful according to other people but have no idea why, maybe it’s because I don’t believe in bullshit and do believe in genuinely caring about doing the best for my clients and agency team.
Honestly I’m quite surprised that I’m here and doing what I do. I may be successful according to other people but have no idea why, maybe it’s because I don’t believe in bullshit and do believe in genuinely caring about doing the best for my clients and agency team.
What should an intern never do?
Never assume you’re better than anyone else, know more than anyone else, or entitled to anything. You are lucky to have the job you do, now you need to earn the right to be here and prove you’re irreplaceable. If you don’t understand that then I have very little interest in helping you to succeed.
Never assume you’re better than anyone else, know more than anyone else, or entitled to anything. You are lucky to have the job you do, now you need to earn the right to be here and prove you’re irreplaceable. If you don’t understand that then I have very little interest in helping you to succeed.
Any extra advice?
Everyone has the power to think creatively and strategically. And often it has nothing to do with how you write, draw a picture or develop and insight, but everything to do with whether or not you believe you can be.
Everyone has the power to think creatively and strategically. And often it has nothing to do with how you write, draw a picture or develop and insight, but everything to do with whether or not you believe you can be.
…
Also, the true mark of the best creative and strategic thinker is the ability to come up with an idea, get shot-down, then come back with an even better one.
Do you have any of your work to complement the post? Images? videos? links?
Everything I have ever done (or will ever do) has been with the help, talent and brilliance of the people I am lucky enough to work with, so saying “I did this” is in no way fair or truthful, so no.
Everything I have ever done (or will ever do) has been with the help, talent and brilliance of the people I am lucky enough to work with, so saying “I did this” is in no way fair or truthful, so no.
…
Si quieres ponerse en contacto con Alex, aquí les dejo el Twitter del hombre, síganlo, postea cosas muy interesantes todo el tiempo. Y si no saben lo que hace AKQA con toda su gente, los invito a que vean la página y chorreen la baba, de verdad impresionante.
