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Andrew Keller, global creative director of Facebook and Miami Ad School alumnus tells us where the Advertising industry is going.
How did you start in the world of advertising?
Different signs were presented to me again and again until I could no longer ignore them. The first was in third grade at career day and then on the Meyers Briggs personality test. I knew people who had gone to the Portfolio Center when I played in a band in college, but I still wasn't sure. Finally, I received another sign on an aptitude test designed to help you choose a career and a month later I started at the Portfolio Center. I think it was destiny.
What was your experience at Miami Ad School Atlanta @ Portfolio Center like and how did it help you prepare for your future in the industry?
I started learning when I applied to Portfolio Center. I had studied English so I thought about being a copy. I found that there were no places available for the next class. Then, almost miraculously, a position for an art director opened up and of course I got into it. To work in advertising, it is not enough to just have a good idea, but you have to have many and most importantly, not give up.
[Tweet “It’s better to be part of many good projects than to try to own just one.”]
What are some of the biggest challenges you had when you started?
Realize that work life is not the same as school life. There is not enough time to think things through. I thought we would present an idea, sell it, and make it perfect from there. It was wrong. You have to somehow be able to have all the answers from the beginning.
How did you get your job at CP+B?
A friend from Portfolio Center (Scott Stripling) told me about the store. The day before he had been offered a job at The Martin Agency and he took it. Alex Bogusky asked Scott if he knew of anyone else who would be interested, and he thought of me. Two years later, and after sending Alex a photo of my Batman dress and holding a bottle of tequila with the words “whatever it takes,” they hired me.
Did you ever think you would be the CEO of a global agency?
No Haha. I remember that once a man came to give a talk and asked the audience who wanted to be a creative director. I didn't raise my hand, I was more focused on wanting to be an art director and creating. Being a CEO was not in my plans.
What do you think is the best path for a person to enter the world of advertising? Do you think you have to have a career plan?
Put your agency first on your priority list. When I started I dedicated myself to working on new business material for the agency. In the end I learned a lot and this had a big impact on me and how the agency saw me. This led to many opportunities.
How has the industry changed since you started?
Now we can do so many things, from Super Bowl spots to apps and products. We have more opportunities to interact with consumers. We can talk to them in a more direct way and create a relationship with our audience. We can create and invent something useful for the world. We can work with brands, helping them find their purpose.
What do you love about this industry?
As a creative, I always really liked the fact that you base yourself on your portfolio. In the advertising industry, you are only as good as your last ad. No matter how bad things look, a great idea can literally save your day, and that's amazing. It can save a client's business and change the agency's trajectory.
[Tweet “No matter how bad things look, a great idea can literally save your day, and that’s amazing”]
What work are you most proud of?
As a creative, the launch of MINI is probably what I'm most proud of. Working on a great product with great people was wonderful. As CEO, it was also very important to me that last year was our second best year in CP +B ever.
Your biggest mistake?
My biggest mistake has been my reaction to mistakes and bad times. I let my emotions control me when it came to losing clients and having to fire people. I would get very depressed and negative and that was a big mistake. We must learn that we all fail sometimes. The important thing is to move forward, take responsibility for your mistakes and not take it personally.
How do you inspire your employees?
Give them freedom. Don't direct them too much. Find ways to say “yes” to things that excite you.
What advice do you have for people who are getting into the business?
Always tell the truth - to your clients about their problems and what it takes to solve them, and to yourself about the quality of your work and your personal goals.
What advice do you have for Miami Ad School Atlanta @ Portfolio Center students?
Let them be collaborative. Ask people for their opinions and advice. Don't try to be heroes and do things alone. It is better to be part of many large projects than to take ownership of just one.
In January 2016, Andrew Keller became the first Global Creative Director for Facebook's creative store. Here is a presentation he gave at The One Club where he tells us what he learned in his first 30 days on the job.
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