Wanted: a job I love.
September 8, 2011 11:25 AM Subscribe
Great creative mind. Middlin' agency. Small town. Lousy portfolio. What to do?
Body/more inside:
I'm the only “come from away” staffer in a small-town advertising agency; I'm also the only staffer who is actively interested in, well, marketing. Thanks to solid, dependable work and a lucky niche that’s given us an “in” with some surprisingly huge clients, the agency has grown to the point where we're now serving national brands for fairly baseline work (POP material, microsites, contest-driven promotions). But we're mired in our self-perception as an agency that values good client relationships and rapid delivery over smart work or insight. I work with wonderful people, but people for whom this is the Day Job, and their passion is focused on raising families and owning cars and trips to Italy. These are all fine things, but I'm the only person who seems to feel a kind of calling in marketing.
To illustrate: I'm the only one of 25 employees with a Twitter account. I'm the only one with a Google+ account. I'm the only one that has ever put forward the idea of using Facebook beyond “make a brand page that links to the brand's own site.” I was the only one with an iPad until a month ago, when the office got one because a client asked us to design a privately distributed app for their sales force -- which wound up being an animated version of a brochure.
Great ideas never get past the account managers; anything remotely out of the box (the box being defined as "something the client has already done, or that we have already done for the client") never gets pushed past the initial-concept stage. So the work we do attracts only clients who want bare-bones, low-level, brand-and-price marketing done on their behalf. It’s high-quality work – impeccable – but almost aggressively shallow.
As a result, my portfolio stinks. I'm great with clients, great with ideas, and have a frustrating track record of producing campaign concepts that are roundly rejected in-office, then turn up executed by other agencies for other brands about a year later. In short: I'm good. I’m not claiming to be King Genius of the Ogilvyverse, but I’d stack the strategies and concepts I develop against anything coming out of larger, more innovative agencies. But without a portfolio to back me up, no opportunities to ever produce the kind of work that raises eyebrows and turns heads, living in a place with no actual contact with other people in the field -- and working for a smaller agency whose only reputation is "decent work cheap," never "innovation and insight" -- I don't know how I can ever get out. I used to believe that good ideas would win out regardless, and that well-researched, compelling arguments in favour of new approaches and novel thinking would eventually win people over. That belief has... eroded over time. I’ve given up on the idea of shifting the culture. We do solid, unchallenging work. Our clients like solid, unchallenging work. I’m the sole person among dozens who wants... more.
A while back, I tried to channel this frustration into a side project -- one that I could see giving me a bit of leverage in terms of showing that I'm a good thinker in a middlin' environment. I made the mistake of trying to take the moral high ground with it and present it as an asset to the agency to have their permission to run with the ball. That was a mistake -- I've since been informed that no, it’s essentially a sackable offence and Not To Be Done.
I’m trapped, frustrated, and committed to essentially phoning it in. I’m pushing 40, and supporting my family on my single income – this isn’t a “pack up and move to the city, hoping for the best,” kind of situation. I can literally feel myself stagnating by the day, but can’t see a path forward from here. I’m hoping some hivemind perspective might help.
Body/more inside:
I'm the only “come from away” staffer in a small-town advertising agency; I'm also the only staffer who is actively interested in, well, marketing. Thanks to solid, dependable work and a lucky niche that’s given us an “in” with some surprisingly huge clients, the agency has grown to the point where we're now serving national brands for fairly baseline work (POP material, microsites, contest-driven promotions). But we're mired in our self-perception as an agency that values good client relationships and rapid delivery over smart work or insight. I work with wonderful people, but people for whom this is the Day Job, and their passion is focused on raising families and owning cars and trips to Italy. These are all fine things, but I'm the only person who seems to feel a kind of calling in marketing.
To illustrate: I'm the only one of 25 employees with a Twitter account. I'm the only one with a Google+ account. I'm the only one that has ever put forward the idea of using Facebook beyond “make a brand page that links to the brand's own site.” I was the only one with an iPad until a month ago, when the office got one because a client asked us to design a privately distributed app for their sales force -- which wound up being an animated version of a brochure.
Great ideas never get past the account managers; anything remotely out of the box (the box being defined as "something the client has already done, or that we have already done for the client") never gets pushed past the initial-concept stage. So the work we do attracts only clients who want bare-bones, low-level, brand-and-price marketing done on their behalf. It’s high-quality work – impeccable – but almost aggressively shallow.
As a result, my portfolio stinks. I'm great with clients, great with ideas, and have a frustrating track record of producing campaign concepts that are roundly rejected in-office, then turn up executed by other agencies for other brands about a year later. In short: I'm good. I’m not claiming to be King Genius of the Ogilvyverse, but I’d stack the strategies and concepts I develop against anything coming out of larger, more innovative agencies. But without a portfolio to back me up, no opportunities to ever produce the kind of work that raises eyebrows and turns heads, living in a place with no actual contact with other people in the field -- and working for a smaller agency whose only reputation is "decent work cheap," never "innovation and insight" -- I don't know how I can ever get out. I used to believe that good ideas would win out regardless, and that well-researched, compelling arguments in favour of new approaches and novel thinking would eventually win people over. That belief has... eroded over time. I’ve given up on the idea of shifting the culture. We do solid, unchallenging work. Our clients like solid, unchallenging work. I’m the sole person among dozens who wants... more.
A while back, I tried to channel this frustration into a side project -- one that I could see giving me a bit of leverage in terms of showing that I'm a good thinker in a middlin' environment. I made the mistake of trying to take the moral high ground with it and present it as an asset to the agency to have their permission to run with the ball. That was a mistake -- I've since been informed that no, it’s essentially a sackable offence and Not To Be Done.
I’m trapped, frustrated, and committed to essentially phoning it in. I’m pushing 40, and supporting my family on my single income – this isn’t a “pack up and move to the city, hoping for the best,” kind of situation. I can literally feel myself stagnating by the day, but can’t see a path forward from here. I’m hoping some hivemind perspective might help.
I agree with COD. Perhaps have a before/after to show that the client sucks?
posted by stormpooper at 2:09 PM on September 8, 2011
posted by stormpooper at 2:09 PM on September 8, 2011
Agreeing with the above posters - put in any and all good work you've done. List any and all impressive initiatives (even if they didn't stick around). Add things you've done outside of work. Do new work if you need to.
Pretend you are a product and sell yourself however you need to do it. You're good at advertising right? Apply that skillset to yourself.
Package yourself up and sell it!
Good luck!
posted by LZel at 3:02 PM on September 8, 2011
Pretend you are a product and sell yourself however you need to do it. You're good at advertising right? Apply that skillset to yourself.
Package yourself up and sell it!
Good luck!
posted by LZel at 3:02 PM on September 8, 2011
Two words: pro bono.
Look around for community arts events, fundraisers, nonprofits that could use some services. Do this on the side and treat it like running your own agency, but don't charge to start. Meet with the clients, interview them about their needs, get their ideas, submit a set of concepts - everything you'd do with a client, but pro bono. Make sure your business name/logo appears on printed material and that you are properly and visibly credited as an in-kind donor for anything you do.
I've been on the other side of this arrangement for many community events. It's been great all around - the cash-strapped groups get top-tier design, and the designers/copywriters/developers get the chance to get nicely featured printed or web material into their portfolio, and case studies to talk about too. This can even lead to other, paid work on the side, as "I loved that poster! Who did your design?" is a pretty common question.
Short version: don't depend on your employers to establish your reputation for you. You do their work for hire. Do your own work to advance your own vision and your career.
posted by Miko at 7:21 PM on September 8, 2011
Look around for community arts events, fundraisers, nonprofits that could use some services. Do this on the side and treat it like running your own agency, but don't charge to start. Meet with the clients, interview them about their needs, get their ideas, submit a set of concepts - everything you'd do with a client, but pro bono. Make sure your business name/logo appears on printed material and that you are properly and visibly credited as an in-kind donor for anything you do.
I've been on the other side of this arrangement for many community events. It's been great all around - the cash-strapped groups get top-tier design, and the designers/copywriters/developers get the chance to get nicely featured printed or web material into their portfolio, and case studies to talk about too. This can even lead to other, paid work on the side, as "I loved that poster! Who did your design?" is a pretty common question.
Short version: don't depend on your employers to establish your reputation for you. You do their work for hire. Do your own work to advance your own vision and your career.
posted by Miko at 7:21 PM on September 8, 2011
Is it time for a blog, a personal website, or another personal branding project?
It's also time to travel to the bigger conferences - possibly on the employer's dime, possibly not.
Seconding those pro bono gigs - if there's any room on, say, the back side or the corner of the poster (especially non-profit groups), propose that while in the design process. "Hey, I'd be happy to work with you, since I'm trying to develop a name for myself, I'd like to put my name on the thing as well". Ads in programs work too.
Local Chamber of Commerce - what are they doing?
posted by chrisinseoul at 7:33 PM on September 8, 2011 [1 favorite]
It's also time to travel to the bigger conferences - possibly on the employer's dime, possibly not.
Seconding those pro bono gigs - if there's any room on, say, the back side or the corner of the poster (especially non-profit groups), propose that while in the design process. "Hey, I'd be happy to work with you, since I'm trying to develop a name for myself, I'd like to put my name on the thing as well". Ads in programs work too.
Local Chamber of Commerce - what are they doing?
posted by chrisinseoul at 7:33 PM on September 8, 2011 [1 favorite]
Oh, almost forgot, that pro bono work (time spent, materials) is a tax writeoff for you too.
posted by Miko at 7:45 PM on September 8, 2011
posted by Miko at 7:45 PM on September 8, 2011
Do not, under any circumstances, do pro bono work. It undervalues your work and you as a brand. I would build a website (you can use something like Squarespace) and promote your work through networking and social media. To combat the issue of the low level portfolio I would have part of my website dedicated to concept work. A concept work page can show the depth and breath of the work you are capable of.
By doing this you will be able to find a new job or take on side work that allows you to be more creative. You will have somewhere to send both employers and clients to, in order to get more work while being more fulfilled.
Also, if you are uncomfortable building your own site you can hire someone on elance or use lynda.com to learn how to do it yourself.
posted by JNoire at 9:31 PM on September 8, 2011
By doing this you will be able to find a new job or take on side work that allows you to be more creative. You will have somewhere to send both employers and clients to, in order to get more work while being more fulfilled.
Also, if you are uncomfortable building your own site you can hire someone on elance or use lynda.com to learn how to do it yourself.
posted by JNoire at 9:31 PM on September 8, 2011
I really have to object to this idea that donating some work devalues your brand. One festival I coordinated was the recipient of pro bono work from the top marketing and branding agency in the state. Another performance series I ran had work done by two designers, and each time that resulted in referrals for paid contracts for them. I can understand if you make the personal choice not to position yourself that way, but done properly (and there is a right and wrong way to set the arrangement up) it can certainly advance your career and can certainly improve your image.
posted by Miko at 6:23 AM on September 9, 2011
posted by Miko at 6:23 AM on September 9, 2011
Improve Your Portfolio with Pro Bono Design
A Graphic Designer's Guide to Pro Bono Work
Pro Bono Designs for Non-Profits and Charities
Pro Bono Design Series
Plenty more out there.
posted by Miko at 6:29 AM on September 9, 2011
A Graphic Designer's Guide to Pro Bono Work
Pro Bono Designs for Non-Profits and Charities
Pro Bono Design Series
Plenty more out there.
posted by Miko at 6:29 AM on September 9, 2011
Another small-town professional here, albeit in a different field (libraries). Something I've found valuable is attending conferences and making a serious effort to network in-person and through social media. It sounds like your agency may not be committed to professional development, making travel expensive and difficult - especially since you're supporting a family on one income. But if there are no driven local professionals you've gotta get out to meet them somehow.
Also, are you *sure* that you have no allies within your agency? What I've found is that most people will go along with a dominant day job/slacker attitude when everyone else is around. But sometimes, behind closed doors, you can find seeds of discontent among your coworkers. Maybe these rare colleagues could become allies in pitching better, innovative designs.
Best of luck - and feel free to MeMail me to chat more about the "day job" problem.
posted by brackish.line at 8:52 AM on September 9, 2011 [1 favorite]
Also, are you *sure* that you have no allies within your agency? What I've found is that most people will go along with a dominant day job/slacker attitude when everyone else is around. But sometimes, behind closed doors, you can find seeds of discontent among your coworkers. Maybe these rare colleagues could become allies in pitching better, innovative designs.
Best of luck - and feel free to MeMail me to chat more about the "day job" problem.
posted by brackish.line at 8:52 AM on September 9, 2011 [1 favorite]
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So spruce up the portfolio with anything you've done, regardless of what the client thought of it. Then find a better job. You've given it the old college try at work, they aren't buying. So screw them and find a better job.
posted by COD at 11:58 AM on September 8, 2011 [4 favorites]