Adman Confessions

It's been 30 days since my layoff. Thirty days of applications sent, automated rejections received, some promising interviews, and playing the waiting game…waiting for callbacks, waiting for decisions, waiting for clarity about what comes next. In my last post, I wrote about the professional lessons I learned from being caught in " The Great Flattening ." I reflected on servant leadership , visibility , and how my behind-the-scenes approach ultimately made me vulnerable when corporate restructuring came. Those were important insights about what happened and why it happened. But this post is about something deeper: how to keep going when the days stretch into weeks, and when the financial pressure starts to build. While professional strategy matters, it's the spiritual principles that are actually sustaining me through this season God has allowed. The Reality of 30 Days Let me be honest about where I am. I've submitted dozens of applications. I've had some inte...

"I have fought the good fight, I have finished the race, I have kept the faith." 2 Timothy 4:7. The tragic loss of Charlie Kirk reminds us how fragile life is and how important it is to live with purpose. Charlie once said, "I want to be remembered for courage, for my faith." Those words echo the apostle Paul's declaration in 2 Timothy 4:7. Like Charlie, I'm a believer navigating a professional world where faith can sometimes feel like a liability rather than an asset. Throughout my career, I am proud to have been known for my faith - but honestly, I don't know if that's helped or hindered my professional journey. Only God knows, and I've put that in His capable hands. Now, as I search for my next role, I'm reminded that our testimony isn't just about what we accomplish professionally - it's about how we live with integrity, empathy, humility, and respect, while remaining faithful to our convictions even when it's difficult. Charl...

It’s interesting how life comes full circle.  The last time I wrote here was in 2018, during another season of unemployment.  Back then, I was reflecting on personal mistakes and lessons learned.  This time, the circumstances are different.  My recent layoff wasn’t performance-related - it was the result of a macroeconomic trend many of us are now facing: “The Great Flattening.” The Great Flattening is the corporate strategy of cutting layers of middle management to create leaner organizations and reduce headcount.  Efficiency replaces mentorship, automation replaces accountability, and leadership layers once considered essential are being phased out.  My role as Director of Recruitment Marketing was one of those casualties. The Servant Leader's Dilemma When I stepped into my Director role, I promised my team I would lead with a servant mindset.  Inspired by Twelve Ordinary Men by John MacArthur, I told them I’d lead like the apostle Andrew, not Peter...

I started my career 9 years ago and have to say that God has always provided employment without much delay. When I graduated from college, I waited a few weeks for the employer to respond, but I lived with my parents so no pressure. While employed I usually already had a better offer on deck before leaving an employer. I never really faced the impact of unemployment, that is until four months ago, and man it does really have a major impact! If you are currently unemployed, my post today is for you so you know what helped me through my four months: my faith in God's promises. Have faith that God will deliver you from problems you caused yourself, and bless you through wrongs others have done. Throughout my months of unemployment, I had the opportunity to reflect on what landed me there, God knows I had the time to do it, lol. He helped me understand that I made mistakes that I needed to learn from. I took advantage of certain flexibilities and should have paid more attention to ...

Plenty has happened to me in the last 8 years since my last post, but the most important change is wholeheartedly accepting Jesus Christ as my Lord and Salvation. As a follower of Jesus, I now want to acknowledge and commit my life to Him, including my professional career as an advertiser. Colossians 3:23 says "Work willingly at whatever you do, as though you were working for the Lord rather than for people...". This bible verse and others make me to wonder if I'm serving God as best as I can in the field of advertising. I see advertising differently now and admit that a lot of ads use triggers reflective of society's nature, which is fallen, to deceptively suggest that a product could fulfill emotional needs that as a Christian I know only God can fill or heal through Christ. For example, why would a telecommunications company develop digital ads that promote watching pornagraphy on their channels? Well, because the marketing data shows that its customers are w...

Since it's been ages since my last post. The best way to start is by saying Happy New Year! 2010 was quite a year; the best news being that I was promoted to Account Executive. With this title came new responsibilities and a feeling of accomplishment. I have to say that it has not been easy; everyday is a learning experience. Here are my confessions for 2010. As a new AE, there were times where projects I handled felt like a crash course. I was running when I should have been taking steps. In my attempt to prove I was ready without the proper background, I managed some jobs in not the smoothest way possible. To those who read my confessions, my advice is to be honest with yourself. Be a go-getter, but not at the expense of exposing your inexperience with newly found responsibilities. Enjoy the process of growth within your career. I was used to being the best and recognized for it, until working with the boss who set me straight. You'll come across different types of Superviso...

There is a proverb which states that hard work never killed a man; well, I'm glad that is the case because there is no 9 to 5 in advertising...it's 9 to whatever time you leave. I love the fact that I'm never bored and always have something to do; I hate the fact that sometimes I have to stop a pending project because of an urgent request. I'm learning with each passing day but still often make mistakes: this is the life of an entry-level Account Coordinator. I am lucky to have an Account Executive who shares his experiences and is honest about my work. The latest advice he gave me was the following after I missed a deadline: " Always under-promise and over-deliver even with a minimal request." He also told me "don't be as good as you are, be as good as you want to be." Know that it will take time to grow into the professional you feel you are; you will not have time to learn everything about the brand you work for or the consumer you help...

I spent four years reading books about advertising, preparing myself for the moment I would actually be on the field practicing my trade. Now, as I embark on my adventure to adapt to the industry's corporate culture and learn its survival skills, I will report my observations of one of the most demanding and competitive careers. This is my monthly field report: an ethnographic series. I have spent three weeks living and observing life at an advertising agency as an entry-level Account Coordinator, and I have to admit that, compared to my class projects at school, entry-level work in Account Management is everything but exciting. Be prepared for a lot of routine maintenance: you will likely spend most of your day filling out templates that request job numbers or project estimates. You will also do some competitive research and write up recap reports after client calls or presentations. The highlights will come when you sit-in on creative presentations and hear every one's c...

Being married and all, I have not been on a date in a long time; however, the more I interview at advertising agencies, the more it feels like dating. First, you get the call and feel excited; then you start worrying about what to wear and first impressions. On your way to the actual interview, you start thinking about what to say and ask. When you finally meet the interviewer, you try to come across as confident but your hands are sweaty and as cold as ice. The person greets you by saying "Juan? Hi, my name is [blank]." and you introduce yourself by saying "Hi, I'm Juan!" even though the person has clearly mentioned your name already. At this point you are sarcastically thinking "Nice one dude." but the key to any date is to finish strong. You find yourself sitting right across from the interviewer and, minus the appetizers and drinks, you go straight into the discourse. Personally, I feel better when interviews are more like conversations whet...

We should all know how important Latino consumers are to our brands. Data has shown that the Latino population has grown significantly and that the benefits of advertising effectively to them are great; this is the very reason why Hollywood has started to reach Latinos and speak their language. I was surprised when I saw Vin Diesel take the stage at the Premios Billborard 2009, but then I had a deeper feeling when he started speaking my language: if I had to describe that feeling in one word it would be joy. I was happy that the promoters for the movie "Fast & Furious" recognized the positive impact that the Latino community had on the movie's sales, and I was also happy that they showed their gratitude to Latinos by engaging them directly and promoting the movie in a way that was seamless with the show's content. Then, a couple of days later, I saw Hugh Jackman on another popular Latino show called Nuestra Belleza Latina. Personally, Vin Diesel's appearan...

Last night, as I watched the final episodes of Trust Me on my DVR, I found myself zipping through every single commercial. Let me remind you that I am an advertiser and instead of skipping commercials I am supposed to be analyzing them; however, the action of simply pressing a button to fast-forward straight into my TV series has become second nature. A DVR (Digital Video Recorder) is an enhanced cable box that allows users to record, store and eventually play back TV programming at their own leisure. The issue surrounding the DVR is that more consumers are embracing this technology and using its commercial-skip function to zip through commercial breaks; this leaves advertisers trying to justify a significant TV budget while knowing that there is a possibility that the spots will not even be seen. Advertisers are thinking of ways to get around the DVR. They have options like product placement and branded entertainment, in which the brand contributes to the program's content in ...

Advertising will never be as easy as it was during its birth. It was easier to reach consumers in the beginning because their eyeballs were either in a newspaper or on a screen, but now, given all the mediums and clutter that compete for attention, it is more difficult to reach consumers. David Ogilvy perfectly stated that in advertising change is our lifeblood, and, in order to survive, agencies have to change by using technology to reach consumers and stand out. The power of print is weakening as digital approaches the forefront; this is why we advertisers must take print to the next level by using technology. Rufus B. Seder appeared on CNN to showcase his life tiles and bestselling books with moving images; while seeing the report I immediately thought, this is the future of print. Imagine a newspaper with a moving advertisement as you flip the page, the thought of it took me back to the movie Minority Report with Tom Cruise. Now think of the cell phone. The device is almost a...

There has been a lot of feedback regarding the new Skittles website. Some seem to applaud the effort, others are saying the results will tell and critics are, well, criticizing. I am, on the other hand, still trying to make up my mind about the site. At first, I kept analyzing the site to determine its purpose, how it would lead to ROI or even, considering the fact that the brand's advertising and website is tailored to adults, convince me to purchase Skittles. Then it hit me, I was thinking like a company. Skittles.com may be simply about the people. People with a common interest - their like/dislike of skittles - who now have a social platform to engage and share thoughts, not only about the brand, but each other. Looking over the tweets and comments that people have posted, some are senseless and others have substance. The only problem is that one can only say so much about candy. Therefore, to survive, Skittles has to regularly join the conversation as a person that...

When was the last time you stopped to look at a print ad while skipping through the pages of a magazine or newspaper? I personally cannot remember. With ad pages diminishing for nearly every publication, it seems like advertisers are noticing that their hard work is practically nonexistent in consumers' minds. Some say print advertising is at its doom...I think not. We have to find better ways to use print while securing ROI for our clients' ad dollars. Print advertising, in its normal form, is not as effective anymore because consumers have developed a talent of ignoring them. They are more interested in the content of the publication, than in advertisements that tune each other out within the clutter. So, how do we use print to get the attention of consumers? Esquire Magazine did something really unexpected on the cover of its February issue: it used a flap next to an invitation asking consumers to "open here". Inside the flap were quotations from articles an...

In reviewing the feedback that the advertising industry and the general public have made about the 2009 Super Bowl commercials, I have to say that I am disappointed with the results. Most of the commercials with the highest ratings did not make me want to use or buy the brand. I understand that the Super Bowl is a social event and that people want to be entertained but what is the benefit of spending $3 million dollars for a commercial that does not convince me on why I should buy the product. For example, many voters chose the "Free Doritos" commercial as a favorite. As an advertiser, I did not like this commercial because it had no strategic message that would make me want to pick up a Doritos bag the next time I visit the grocery store. The commercial entertained but it did not sell, and selling the brand is the purpose of advertising. Another example of a waste of money, in my opinion, was the Budweiser "Stick" commercial. Was the commercial entertaining? ...

I try to stay informed about Advertising by keeping up with industry news, and, truth be told, the latest news concerning the health of our profession centers on budget cuts, campaign cancellations, and revenue declines. The grim economy has taken its toll on an industry that, in my opinion, should be striving at such times. Clients are minimizing budgets and indefinitely postponing campaigns as if Advertising is not an essential part of the business when in reality it is the most important part the business. They must not forget that it's all about the brand. How else will consumers keep your brand top of mind if your killing the budget that focuses on it? Clients should see these times as an opportunity to push the brand even further because their competitors are scaling back due to the economic downturn. The most important thing to remember in these tough economic times is that it's not about how much you spend but how you spend it. Make sure the advertising that's being...

Is college education enough for an entry-level position? NO. The coursework at CCNY is beneficial because it shows you the basics. It prepares you to enter the field by teaching a simple agency process and relevant terminology. However, you can’t learn it all in college. Real life experience is entirely different. I have the basics but the actual field goes beyond anything CCNY has caught me. It can get pretty overwhelming when a supervisor gives you a standard agency document, that you’ve never seem before, and says give it your best shoot. You know it’s ultimately simple but you struggle because you have not been exposed to it before. Everyone graduates from college thinking the world is mine and feeling like an aspiring prodigy until they get a reality check. College coursework essentially plants a seed that you, yourself, have to nurture through practical experience, so get your head out of the textbook and look for internships that will help you grow and apply the lit...

Interning at Ogilvy & Mather has definitely been an eye-opening experience. Since I worked at The Vox Collective where the structural format was somewhat relaxed, transitioning to a large advertising agency like Ogilvy has taught me some new things. Coming from a smaller agency where you saw and spoke to the CEO almost everyday, I have learned that a bigger agency like Ogilvy is hierarchal. I have also learned, to a greater extent, that my profession is stressful and extremely demanding. If you’re not courting clients, you’re guiding creative. You’re also managing a budget, strategizing a plan, and seeing numerous million dollar projects through. It’s crazy, it’s detailed, and it requires absolute efficiency and patience. Many of the interns I know are thinking twice before working in client services or even advertising overall. I am still 100% sure this is what I want to do for a living. It’s not easy, and looking at my performance review, which had positives but als...

An Adage article written by Rupal Parekh touched upon the Ad industry's attempt to become more than just the message for a client's brand. Advertising agencies are now developing their own products and even establishing small businesses such as eateries. It's understandable that our industry is trying to broaden its horizon and get acknowledged for some of the creativity that clients often take for granted, however, what we do is create messages that sell and stay true to our client's vision: how long will it take for our own individual endeavors to interfere with clients? How long will it take for them to think that their paying us to not dedicate all our time to their brands? I do not agree with the idea of agencies developing their own products such as skateboards and chocolate candies: this is not our expertise. I do agree, however, with the idea of having intellectual property over the big ideas that we advertisers create for our clients. It's our concept so wh...

What are the qualities of expertise? An expert must continuously pursue knowledge and advance through professional development and education. One of the problems with young advertisers today is that many are not true experts in the field. I recently asked a friend how many advertising books had he read, he responded by saying none because reading about advertising is insignificant and experience is king. In my opinion, experience is very important, but like my old friend Niccolo Machiavelli once said: " A wise man ought always to follow the paths beaten by great men, and to imitate those who been supreme, so that if his ability does not equal theirs, at least it will savour of it." We young advertisers have to stop acting like we know it all and heed the words of advertising pioneers like David Ogilvy. Mr. Ogilvy has two books where he honestly talks about the craft and discusses his experience in this industry. His books should be required reading for very advertiser. I know...