Alex Pejcic, Sonic Boom

Alec is the co-founder of Sonic Boom. You can find Sonic Boom's website here. Alec can be reached through Twitter and Linkedin.

About Sonic Boom

what they do:

"we’re in the business of helping our clients understand and maximize what they know they can do with digital media."

what makes them unique:

"We have a worldly view and now we take social media to another level."

"Sonic Boom is a digital media agency operating as an integrated division of NATIONAL Public Relations, Canada’s largest communications consulting firm. Since 1998, Sonic Boom has partnered with leading brands on a wide array of digital mandates.

Sonic Boom helps clients understand, embrace and optimize the massive potential of digital media. We work closely with our clients to understand their business, consumers and influencers. We then focus on their business challenges and apply our insights and experience to deliver meaningful digital solutions."

clients:

Aviva

Citibank Canada

Marsh

Pal Benefits

RBC Dexia

SEI Investments

Bell Mobility

Blackstock Leather

Campbell's

Gillette

Gourmet Settings

Grafton & Co.

Harry Rosen

Home & Rural Appliances

HomeSense

Honda Canada

The Interior Design Show

Jamieson Laboratories

NuGro Corporation

OK Tire

Pepsi

RIM

RJ Spagnols

ROMA Moldings

SIRIUS Satellite Canada

TIMEX

Unilever

Wrigley's

The Advertising & Design Club of Canada

Agro Zaffiro LLP

ARK Inc.

Astound Web Conferencing

(to name a few)

what is marketing:

marketing is about a one-way dialogue.

a one-sided conversation.

advertising is about yelling the loudest.

branding:

"I understand you’re a great lover"

public relations:

"Trust me, he’s a great lover"

eMerge:

traditional communications + social design + digital marketing

the problem with old spice guy - it’l die at some point. unless you have a community absorbing that and moving to the next level, it’s done. social design, taking it to the next level.

where he sees agencies going, take control of these three things to get people excited about the brand. it’s not about the agency anymore, it’s about being partners, integrating, striving for an internal understanding.

Our industry:

-advertising and marketing agencies

digital agencies

communications, public relations & consultancy

employees/freelancers

what does a digital agency look like on the inside?

-strategy

-account

-creative

engineering

production

quality assurance

subject matter experts & content

social media | monitoring, design, management

social media

everyone should be knowledgeable about this. you need to know about social media. Know what’s out there, what networks are important, what they do, what they’re capable of.

“you’d be amazed how much we can know about you”

sounds like Big Brother, but that’s the kind of knowledge we have nowadays to create more compelling arguments.

what will i need to understand?

meaning & role of brand

marketing basics

latest trends & technologies

follow:

mashable

the digital buzz blog

what should I possess?

- skills in your discipline

- strong portfolio

- references

- positive attitude

- willingness to learn

- passion

- be willing to learn

- within give minutes i can understand if you have passion

- he can’t believe a lot of people come from the industry looking for work and don’t know anything about Sonic Boom

get to know the company

- Get noticed, recognized & respected. It takes time.

- join interactive media groups

- submit your portfolio to online communities

- create your own online space

- ask for advice & interviews

- take opportunities as they come

- no ego! don’t be an idiot & always pay your dues

- if we have the time, we’ll sit down and talk to you about what we’d like to do with our careers.

- half of you might not end up as creatives. will you be prepared for the day that someone tells you, you suck as a designer. - have an open mind. If someone is being honest with you, and someone more senior is starting to see your strengths and comes to you to get you passionate about something else, take the opportunities as they come.

- if someone is honest with you, tells you you aren’t wired for this, take that as it is, sulk, or go to someone else who might be able to appreciate it.

- be passionate about what you do and love what you do. we really do work hard, it’s not an easy job. It’s a way of life. Be prepared for a place that’s going to work you hard, but you’ll love it at the end of the day if you’re passionate about it.

“A lot of my peers will come in and talk about how awesome it is. At the end of the day we also have bills to pay, and we have lots of work. It’s a career. And you have to be prepared for that reality”.

- stay put somewhere so you can really show your progression. stay and play in one place.

- you need to start from the bottom up.

what keeps him going - getting inspired by the people he’s working with.

- that’s what keeps you going at the end of the day, getting inspired.

which conferences does he recommend? what do you want to get out of them?

TED talks - by far the best for the future.

Jay Schacher, Henderson Bas

Jay Graduated from York in 2004 and graduated from Web Design in 2006. He started his career out at Organic as a production artist. He nows works and an Art Director with Henderson Bas.

Job Description

-brainstorming, concept development, designing, overseeing work, mentoring, meeting timeline deadlines, ensuring client expectations are met, and being creative.

Common traits of a good Assistant Director

- you love games and doodling

- you like playing around with photoshop more than you like television

- you have a favorite HEX value

- you have really creative passions and network names

About Henderson Bas Kohn

- Specializes in digital

- web, ads, mobile and print

- Jay Schacher is 1 of 60 people in the shop

- within his creative team there are 10 people

The Work Process

1) Brainstorm

2) sketch concept

3) present

4) design

5) build

6) Revise

Current Projects

LG - Get Connected Site

- product-focused site, a hub to showcase phones

- a shallow site, all artwork in-house

- just a drive-to-purchase site

LG Power up Your Life Intro Video

- Jay's roe was to art-direct

- he sat down with the creative team and sketched out ideas with them

Mercedes Benz Drive + Seek Game

- to showcase the new Mercedes Class

- Created an iphone app game

- they gave away a free car

Mercedes Benz Facebook

- They also do a lot of work with social media

Working with the Client

- You may love something but it doesn't always mean the client will

- You need to learn to let go of your ego

- You may need to go through many revisions

Building a Profile

- build an identity for yourself online

- he worked with a copy writer on his own profile

- create a brand for yourself and get found.

After You Graduate

- Stay close with your classmates

- make sure to network ( tweeting, google parties, facebook)

- be a team player, not a hero.

- the best thing to do is specialize

What to do when you have those non-creative days

- check out mashable

- Smashing magazine

- Colour Lover - helps you pick out colour schemes

John Alabaszowski

John Alabaszowski, V.P. Group Creative Director, McClaren McCann

John has been with McClaren McCann for seven years. While he was freelancing, McLaren offered him a full time job, and what he assumed would be a summer gig turned into a much longer gig.


This is considered "a very long time" for a creative to stay in one place. In explanation, John says that creative people can be fickle, and it is just the nature of the industry for people to more around frequently.

To him it has always felt like a new job.

How things get done at McClaren McCann

There is a pretty integrated environment at McClaren McCann. Initially a project is kicked off collectively and then the team members branch off and work on the different project components depending on their specialty.

John's strengths were design and ideas.

Key Clients

-GM

-641 Lotto Max

- Wind Mobile

Social Media

Now many of their projects are no longer about driving people to a site and more about finding them where they are on the internet and sharing with them there.

Some sites are now even making social media content the main material on their own sites.

This kind of many to many marketing is difficult for brands to control. A good example is theKitKat scandal, where nestle was revealed to be buying palm oil from a non-renewable source through a video created and shared by Greenpeace. Eventually Nestle was forced to stop purchasing from that supplier due to public outcry and media notoriety.

The industry today

As consumers blur the line between different media and technologies, it is up to us to catch up. Creatives are becoming more responsible for more aspects of a brand's identity.

Helpful Advice

- Don't take what falls in your lap. Go after a place you like where you feel comfortable with the work you are doing.

- In a small shop you must be a jack of all trades

- If you are a 9-5 production designer you will get paid and have normal hours but the work is unstimulating

- make sure to have an updated portfolio with your best work in there.

- make your strengths the feature of your work

- the cost of entry to a good job are good layout skills

-show anything in your portfolio that shows your passion for what you do

Interviews

- Be organized

- organize your presentation and pitch it well

- stand out

- always ask questions at the end of the interview. ask for advice about your work and your presentation

At Work

- Don't keep your head down

- volunteer for things

- if you aren't being assigned the work you want, ask for it

- don't be "drunker than your boss"

Closing thoughts

Keep things in your life in perspective. When I had a child I thought..."screw websites, I make people!"

Contact

John.Alabaszowski@maclaren.com

@johnala

Fall Tour Interactive 2011

Fall Tour Interactive 2011

About the Tour

The Fall Tour Interactive is powered by Oddly studios, a company that specializes in digital content. Oddly imagined the tour as a "way to give back to the interactive community", and it's a great way to bring the industry together and expose students and those aspiring for a related career to useful contacts and a variety of work environments. There are also informative and inspiring panel discussions in addition to the studio tours that take place.

My Take on the Studios

My Tour group had the great opportunity to visit Taxi, John st., Derooted, GripLimited, and Oddly Studios.

Taxi

Taxi truly owned up to its reputation of excellence in our whirlwind tour. We were guided through an immaculate and luxurious mod studio and shown a variety of projects, all of the highest caliber of workmanship. I found Taxi to be slightly intimidating because of both the reputation and the environment, but the presenters seemed friendly. Everyone at Taxi was dressed to the hilt in the industry standard style (fashion-forward hipster chick). I felt a bit like you needed to "walk the walk" and "talk the talk" to be considered for a place at Taxi. I was happy to hear that there are YSDN graduates working in the studio. I'm also sure that because of the size of the studio and the amount of great quality work for big clients, there would be a lot of late nights and long hours working for this studio to prove your metal and stay in the game.

Ultimately I'm not sure whether I would want to work at a location like Taxi right out of school. I might want to ease into an environment that fast-paced after I had learned the ropes at a location with less pressure and fewer responsibilities.

Grip Limited

When we first arrived at Grip, I was impressed with the spacious, naturally lit open concept space in of their studio. It seemed like a space well-designed for collaboration, socialization and integration, and over the course of our tour of Grip it seemed as though integration is key in the way this company operates and designs.

I appreciated the openness and directness of both speakers at Grip and felt like I came away having learned much more about the different roles within a company like Grip and their associated responsibilities and opportunities. It was here at Grip that the idea first arose that I would enjoy being a project manager. This Idea was further promoted after visiting Oddly and derooted later in the Tour.

I was glad that our speaker offered to hold an "informational interview" if we were interested in one, and I'm still considering asking him for one.

Derooted

It was at Derooted that I decided I would prefer to debut at a smaller 'boutique' agency where I would be given the opportunity to assume a larger number of roles and have more power to come up with ideas or manage my own projects.

At derooted I really liked how they were very forward thinking, always thinking about how they could utilize new technologies or create an innovative solution for a client, no matter the size or budget of the project. I could see in their work that they were always challenging themselves to be fresh and innovative, and I want that same kind of creative freedom in my own work.

Derooted is a location where I would consider interning, however because of the size of the studio i worry that they may not have a payed place for me there.


John St.

I actually felt the least drawn to the environment at John st. I found the studio to be much too large, and I think I would feel lost in the crowd if I worked there. I also started doubting whether I really would feel fulfilled working in ad advertising agency, being the mouthpiece of whatever corporation payed the bills.

I found their presentation to be a bit of a snoozefest. I wanted to know more about what it was like working at that studio instead of all about their one project for Tetley Tea. It seemed as though our visit was an afterthought, a minor annoyance lost in the shuffle of other daily chores.


Oddly

At Oddly I felt a comeraderie that was very appealing, however I felt as though their presentation could have been more professional. Their business model can't possibly be so easy! Nothing I make for fun is very profitable. I certainly couldn'y run a business on doodles.

Don't dumb things down for me Oddly, I'm an adult.

At Oddly I was happy to hear more about project management because of my interest having been sparked at Grip Limited already.


Discussions Panels: Collected Insights

- "Fail your way to success. Put the energy behind it and the energy will be recognized"

- "Don't apologize for your growth as a creator"

- "You've got 10,000 shitty drawings inside of you? Get them out now!"

-"Don't let fear and self doubt stop you from getting your stuff out there".

Website

http://www.oddlystudios.com/falltourinteractive/

Dwayne Grech - Momentum

Dwayne Greck is a designer with the Online Ad Agency Momentum, he is also the owner and designer at Sultan of Beard.

Quirky Facts:
- Back-packed Australia
- Speaks Japanese
- Started the Facebook Group - The Toronto Surf Club

A graduate of Graphic Design at Seneca college and a Web design Graduate from Sheridan, 2009 class, he has also worked at:
1) Organic Online Media
- worked as a production artist
2) Young & Republican
- an umbrella company for 9/10 different agencies
3) The marketing Store
- print-based DM agency opening up interactive
4) Sirius Satellite Radio
- user interface designer

About Momentum:

-DOAR for Chrysler/Jeep/Dodge/Ram/Fiat
- His job was to lead concept design for microsites, branding and promotion
-Online loyalty support for Amex
-Momentum named for 3rd year in a row: Canada's 50 best managed companies
-Owned by Onyx, Canada's third biggest IT company

Currently Dwayne is tasked with the Company's site redesign
-the site will have easier navigation, will be quite dynamic

Industry Advice:
What to Expect:

1) It won't be easy
- a lot of graduates, a lot of competition, extremely competitive
- a lot of hard work. Once you earn trust you can move on to larger projects

2) Lack of sleep
- just what you have to do. not a 9-5 job, sometimes there are 14 hour days

3) Ultra-competitive Market
- 5 designers for each position
- how do you start out? It's all about how you present yourself, how do you stand out?
It's about personality, how you present yourself, how you stand out.
- go to networking events, participate in activities, meet people
- Sheridan students have a great track record

4) It's a small industry
- everyone knows everyone
- you can easily be blacklisted
- it's like a very small village
- be mindful about the first place you work go to

5) Crazy office politics
- - need to stay smooth-talking, level-headed
- let go of your project, put your ego aside
- designers work because the world gets to see what they do
- don't backstab

6) Toronto has heaps of agency choices
- avoid going to large agencies
- a lot of agencies have a revolving door environment
-start at a smaller agency to build confidence that will let you thrive and prepare
- everyone is miserable, you'll be unhealthy, an alcoholic, bad life decisions
-smaller agencies don't pay as well but the rewards are huge
-slow-paced learning easy on your soul
- larger agencies- they are going to ruin you and they want you to get ruined to give you a thicker skin
7) go to industry parties
- that's where you'll meet future friends and clientele


Options after Graduation

1) Small design house vs international agency
2) Contract work or permanent work:
- could be making a very nice living as a contractor - $60 ph 30 hours a week.
- contract work, great for resume, nice chance
-more permanent work
- nowadays there is no such thing as permanent work
- At this point a lifetime is 2 years in the Industry
-9-5 work ....more like 9-9.
- it is harder to get into permanent work

2)Designer vs Project Manager vs Account Manager:
- the industry is lacking project managers with a digital background
- project manager is the middle manager between the account manager and the designer
- Project managers are like the divorce lawyer
It is a crucial role that pays well.
- account manager - usually has a business background with psychology

Canada vs Abroad:
- you can live and work anywhere in the world
- the possibilities of going around the world are endless
- Brazil is booming, you could go down if you have the guts to do it


Industry Advice:

Life Lessons
1) Burning bridges in this industry is employment suicide
2) networking events are your easiest way into an interview, free food and alcohol
3) You are never too old to stop learning
4) the FWA.com is the best site
5) sometimes you'll have to sacrifice a weekend or six
6) redbull is the savior of the last minute all-nighter request
7) pay it forward, attend lectures, mentor juniors
8) if you're not enjoying the what and where, its time for a change. you have to love what you do or it will show.
9) booze is your friend. (?)
10) social media is king


My Personal reflections on the Lecture:

I'm worried about the high stress levels and working in a place that will eat my life/not be conducive to a family or extracurriculars. I'm not willing to be "broken" or sacrifice my health and personal life no matter the career stakes, and this lecture worried me about the implications of working in such a competitive, fast-paced industry. I also worry about burning bridges, because over the course of these lectures we've received several warnings, and I wouldn't want to have one falling-out ruin my career in Toronto.

Contact for Dwayne

Dwayne.Grech@momentum.ca

Catherine Baird - Dashboard

Who Is Catherine Baird?
- Associate Creative Director of Dashboard
- As an Art History graduate she was inspired by an interactive online piece by Anno Mercie to pursue a post-graduate degree in Web through Sheridan

Words of Advice About Choosing this Path
- You have to be really inspired to get into this business
- It's a hard job and it changes every day
- Every day technology will change
- do what you love! Be inspired

What it means to work at Dashboard
- 35 unique friends who push each other, brainstorm, build ideas, share recipes, battle it out in video games, take it on the volleyball court, take breaks to KFC, have Jam session, legendary parties and create ingenious work
- Most big agencies don't know how to combine people with interactive skills and more traditional media art directors
- 2005/2006 was when agencies finally showed up at the digital awards. butt they still don't understand a lot of people in the industry can do print, logos, art direction as well as interactive.
- Dashboard used to be the digital agency for larger agencies
- The senior art directors at Dashboard have 5 years of experience.

The Work
- a few big clients support the company
- ING is the biggest of these clients
- Catherine developed a strong relationship with ING before she came to Dashboard
- The Grid
- The Santa Clause Parade
- The $ Movement (through ING)

Five Steps to Success
1) Be a Really, Really good designer
2) Understand and love technology
3) Learn Video, flash animation and social media
4) Understand what UX and IA are
5) Work Hard, be flexible and keep up


Additional Comments during the Q&A
- Catherine got her first job through the grad show at Sheridan
- She brought all of her work in a book to the event which helped
-ask yourself where you'd like to be in 10 years and answer truly in interviews
- moodboards are integral. take them almost to the point of artwork
- having your clients trust you is the most important thing
- be willing to take a pay cut and take the opportunity to prove your worth
- get your foot in the door
- look into AD LOUNGE, it's a good way of getting people connected in the industry
-Pay expectations: 30-35 for first few years, 50-55 a few years in, 75 for art direction and 90 for creative director.

Contact for Catherine

catherinebaird.com

Taxi Website

http://taxi.ca/?redirect=true

Stephen Coomber - Taxi

About Stephen:

- He enjoys Art Direction because he likes to work on the generation of an idea.
- He reminded us that there is always someone better than you at something, and being a jack-of-all-trades is his preference.
- He really likes the beginning process of coming up with an idea.

Tips from Stephen:

Find a mentor
- They know your job better than you do
- they can get you further into places your job doesn't take you
- remember to return the favour - help new people, keep no secrets

Never Take Shotgun
-Always sit in the driver's seat
- you should be in charge of your own destiny (in control of your own career)
- find conferences, ask if you can go through work
- there are always more opportunities
- if you put more in you'll get more out
- He mentioned the "Flash in the Can" technologies conference

Tweet
- Let them tell you

Drink Beer
- wine, vodka, cranberry juice, pepsi
- he likes to hang out at the "Wellington" btw

Don't take yourself too seriously

Be Passionate
- people can sense when you are passionate about something and respond positively to it

Helpful Links:
- mashable
- engadget
- bannerblog
- noupe

Contact

stephen@coomberville.com

Website

http://coomberville.com/