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30 Seconds with Brook Hauge

Posted By Emily Hope, Monday, August 7, 2017

Dogs, black coffee, strategy at Canvas Worldwide. Get to know ThinkLA's Young Professionals Council Co-President, Brook Hauge!




How did you get started in advertising? What's been your career road-map?

I always wanted to be in advertising – I’ve loved commercials, billboards, digital and content integrations/partnerships for as long as I can remember. I started in advertising at a small Minneapolis based agency, where I worked for a dear family friend. I wanted to do strategy work, and started in the Account Mgmt department because they really were the ones that executed strategy for our respective accounts (and they had the opening). Small agency, so we had to wear a lot of hats. I did PM work, account management, media strategy, email marketing, web dev projects, app based launches, loyalty programs, DM focused work, event marketing and on an off day copy writing. I loved it! I came out to Southern California 5 years ago without a plan, but full of dreams; I ended up working briefly as a head hunter in the creative space and then up to San Francisco to work for a digital platform that focused on programmatic buying and retargeting. My deep love for data, segmenting audiences and messaging strategies was born here. I then came back to SoCal to work for a small agency in Orange County where my focus was mostly digital, but got to dig my hands into true content partnerships and into the world of print. I then was recruited to work up in LA – I ran hard at the chance to create digital strategies that were data and audience driven for a global communications agency, working on auto accounts. My time there moved me to a strategy role that focused on a client dynamic that had very distinct B2B and B2C strategies and we were tasked with finding ways to tell that story to the right people in a noisy and high-pressure based industry. I got to spend my days mulling over the research and asking all the questions, comparing the category nuances for truths. For me it was a great! As those projects wrapped up I found my way back to the world of autos and started straddling the offline and online worlds where we hope to create efficiencies in our communications and deeper understanding of our customers unique journey.

My path has covered a lot of ground, but what remains true is the desire to better the world of adverting so that I can find a way to talk to brand consumers in the way they want, at the times they are open to it and in a way that will be received. This helps my clients money go further, the user ad experience to be curated and the whole ecosystem to work together.


What excites you most about this industry?

That it is never the same. There are tried and true strategies and human truths that do work, but the ability to now measure/communicate with consumers about their purchase path or brand sentiment is really incredible to me.

Why are you involved with ThinkLA?

I moved to LA in 2013 - I knew NO ONE. I wanted to meet and network with my LA industry, which at the time seemed HUGE (I now know it’s incredibly small). ThinkLA was supposed to simply be a network connection, it quickly became a trusted resource for me. A place where I have met some of my now closest friends, provided me with an incredible mentor and has helped guide and shape some of my career moves. At record speed, I joined a committee and then another… and next thing you know I have the great honor of serving on the Young Professionals ThinkLA Board along with some of the greatest up and coming leaders I have ever met. This organization has helped inspire me and keeps me on my game – I feel like I am among giants sometimes.

What’s the best advice you’d give to someone interested in a career in advertising? Are there any written materials you suggest to read?

Never stop asking questions – NEVER. Part of this game is just showing up and being interested in what is going on. Be curious about everything. This business rewards those who tend to put in the hard work and who show grit in being able to apply knowledge that is learned from various places – it’s not for wallflowers. The hours are long, the clients are tough, the expectations are high… but the rewards of a campaign or strategy well done are priceless. What to read? EVERYTHING.

Read Wired, the trades (AdWeek, Ad Age, eMarketer, etc), The Atlantic, the News, Forbes, AdExchanger, Blogs, Huffington Post, Fast Company, Gizmoto, Inc., think with google, any and all syndicated research you can get your hands on (Mintel, Simmons, etc), blogs and listen to Podcasts/Ted Talks. Reading and talking about topics that matter is a big deal.

Tags:  Brook Hauge  ThinkLA Board  Young Professionals  YPC2017 

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"When you embrace your truth, you realize your purpose.” David Angelo, Soul Purpose 2017

Posted By Emily Hope, Friday, June 30, 2017

Ever since I was a kid, I've always believed in a voice that's been with us long before we were born. It's a voice that gives us permission to believe that we are bigger than any challenge. Call it what you will: God, source, energy or gut - point is, this voice, whether we know it or not, is who we really are. It's our authentic self beyond all of life's conditioning. It took me a while to make sense of the voice, but as I look back and connect the dots, I can see what happened when I listened to the voice and when I didn't. In doing so, it helped me realize my own infinite power. It has helped me achieve some pretty amazing things, from starting my own company to launching a non-profit, to inspiring my two daughters to fearlessly take on their own challenges. It all centers around a very simple philosophy called Brave.

Brave is not about charging blindly into the fray or jumping out of an airplane. It's about having the courage to be who you are and living that truth in business and life. When you embrace your truth, you realize your purpose.

My purpose is to help as many people and brands awaken their authentic voice and in doing so realize what they've known all along: that we are all Brave and are capable of overcoming any obstacle and achieving greatness. When we realize this, our inner and outer growth become one in the same.

- David Angelo, Founder, Chairman, David&Goliath, to speak at Soul Purpose 2017

Tags:  authenticity  Brave  D&G  David & Goliath  David Angelo  David&Goliath  Soul Purpose 2017 

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Interns, Advertising, and the Future

Posted By Emily Hope, Friday, October 14, 2016

When the challenges are obvious to the interns, it's time to realize the platform we're standing on is burning, writes Tim Leake, RPA's SVP of creative, marketing and innovation

A couple of times a year, I do a presentation for our current crop of interns. I begin by asking them to think about "the future of advertising" and what it looks like. Inevitably, they surprise me with their remarkably clear vision of what's coming. And then I explain that it was actually a trick question, because the future of advertising is, of course, them.

If you just rolled your eyes, that's cool. I probably would, too. But the gag is effective. Suddenly, the interns aren't at the bottom of the totem pole, hoping for a glance inside the Wonka-esque magical idea factory. They realize they're important. They realize the factory is going to be theirs someday.

Any agency is fundamentally only as good as the people that make it up. People are everything to us. Internships aren't just an opportunity for them—it’s an opportunity for us to show them why we love advertising and why it’s worth keeping their smart brains in our industry. And perhaps even more importantly, interns are an opportunity for senior folks to learn as well.

So, at RPA, we commissioned a survey of recent interns from agencies in the Los Angeles area (not just our own) to see what else we could learn about the future of our industry. Here’s what we learned:

They really do want to do this. One thing we learned is that they didn't stumble into this field by chance. Ninety-five percent of them were already interested in pursuing a career in advertising before their internship. And only 4 percent were less interested in the industry after their internship.

Also interesting is what they aren't interested in. For all we hear about the freelance economy, startup culture and the millennials' passion for doing good, the vast majority of our interns want to work for either a well-known brand (84 percent) or an advertising agency (81 percent). Less than half of them have any interest at all in working for a start-up (44 percent) and 26 percent expressed an interest in working for a nonprofit. They did intern for an ad agency, after all, not for Heal the Bay—so maybe this shouldn’t be surprising.

But this is surprising: only 21 percent have an interest in working freelance in the future. Considering how mainstream the idea is today, it’s interesting that our future leaders have a much stronger bias towards full-time work.

Creativity is (still) our secret weapon. Whether they plan to work in the department with the word "creative" in its name, or not, people are attracted to our creativity. Seventy percent of respondents listed "Creative Work and Environment" as one of the top-three most appealing aspects of the industry.

This is vital, as the industry continues to evolve. In this big data, programmatic, digital-everything world, it’s easy to let creativity take a back seat. But creativity is the one job artificial intelligence will have a hard time replacing. It requires people.

And the silo-ing of creativity into a dedicated department has a similar effect. Too often, both young and seasoned people disclaim an idea with "I'm not creative, but...." This needs to stop. Creativity comes in all shapes and sizes, and we need to foster it across every discipline if we want to thrive in the future.

They see our challenges without bias. Interns aren't part of the advertising system already, so they have no interest in perpetuating legacy thinking. This helps them see industry challenges with clarity. In one respondent’s words, they "worry about the ethics of the industry and how the continued use of digital media may turn off more and more consumers to advertising in general."

They don’t resist change, they adapt to it—even when it comes to where they see themselves. They recognize that "the trend of doing more in-house will continue," and as such, can potentially see themselves as being client-side in the not so distant future, or even understanding why their friends are "more interested in working at Facebook and Twitter than advertising." When these challenges are obvious to people who've been working for only a few weeks, it's time to wake up and realize the platform we're standing on is burning.

They can remind us how to thrive. For even the best of us, it's easy to get bogged down by our day-to-day tasks and forget the attitudes and actions that help make superstars.

We asked the interns what traits they believe are most important for achieving success. Their answers are valuable advice to anyone who wants to make an impact, at any level:

  • Adaptability – Being able to go with the flow was key for them, and given the industry’s unpredictability, that’ll be good trait to have moving forward.
  • Open Communication – Simply talking to people outside of your own team was something they valued. Finding mentors is key these days, and so is finding new ideas.
  • Initiative – Being told what to do isn’t in this generation’s DNA, so it’s no shock that standing up and creating their own projects that can benefit the larger team is something that they gravitate towards. 

In general, internships exist to help the interns learn. But in an industry that's all about people, there's a lot to be said for taking the time to learn from the interns as well. They are often more sophisticated than we give them credit for, and it’s up to us to help them grow into tomorrow’s industry leaders.

--Tim Leake is SVP of creative, marketing and innovation at RPA in Los Angeles

This article was originally written for Campaign Live and can be found HERE.

Tags:  #InternSummit  Career  Future of Advertising  Infographic  Interns  RPA  Survey  Survey Results 

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7 Questions for the Green Hot Chili Peppers

Posted By Emily Hope, Wednesday, September 21, 2016

For years, AdJam, ThinkLA's Annual Battle of the Agency Bands, has unleashed the raw, savage – if unheralded – musical talent upon an unsuspecting planet. The top agency bands compete, and the winner receives the coveted AdJam Axe, plus bragging rights in the industry for the whole year.

This year's AdJam is at The Novo DTLA, and we are ready for the battle. We've profiled each of the bands to help decide whom you should root for come decision day. Check out what we asked Green Hot Chili Peppers (GreenLight Marketing and Media), and make sure you're registered for AdJam on Sept. 22. #ThinkAdJam


GREEN HOT CHILI PEPPERS - GREENLIGHT MARKETING AND MEDIA

 

Why do think so many ad people seem to be musicians? They gave up to their dream of being a rock-star, and to stay in touch with their "creative" side, they follow a path into the ad world.  
   
What's the hardest kind of ad-musician to find? The kind that is not a "self-indulged, auto-proclaimed God."

Who in your band is your "secret weapon"? Jenn AKA "Tambourine Girl"… Combined with her dance moves, will give everyone a reason to envy our performance.

Are you involved in a band beyond the adjam? Can we get tickets? Yes! check it out…

Is there a genre or band that is your agency's soundtrack? Boyz-N-The-Hood 

Which is easier for you, pitching or performing on stage? Performing on stage 1000% duh...

Jay Z or Kanye? Dr. Dre…


Green Hot Chili Peppers AdJam submission video  

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4 Questions for Shy Dogs

Posted By Emily Hope, Tuesday, September 20, 2016
For years, AdJam, ThinkLA's Annual Battle of the Agency Bands, has unleashed the raw, savage – if unheralded – musical talent upon an unsuspecting planet. The top agency bands compete, and the winner receives the coveted AdJam Axe, plus bragging rights in the industry for the whole year. 

This year's AdJam is at The Novo DTLA, and we are ready for the battle. We've profiled each of the bands to help decide whom you should root for come decision day. Check out what we asked Shy Dogs (TBWA\Chiat\Day), and make sure you're registered for AdJam on Sept. 22. #ThinkAdJam

SHY DOGS - TBWA\CHIAT\DAY 

Why do think so many ad people seem to be musicians? Because advertising is an industry that attracts creative individuals with varying artistic skills. So it only makes sense, with music as a form of artistic expression, that at least a handful of people would have musical talents. 
 
Is there a battle for the music played in your office? What kind of music wins? We're musically democratic. Every Friday employees are given the option to create a playlist of their favorite songs to play throughout the agency. It's just a bit of a battle deciding who.
 
What famous musician would have made a good advertising pro? David Bowie and Prince would have been amazing. Their unique styles disrupted and evolved pop culture and they branded themselves in a way that resonated the masses. 

Which is easier for you, pitching or performing on stage? Both are equally nerve-racking. Because you can be as prepared as you possibly can but you never know how your audience is going to react.

Shy Dogs AdJam submission video 

Tags:  #ThinkAdJam  Advertising  LA Advertising  Music  Shy Dogs  The Novo DTLA  ThinkLA's 10 Year Anniversary 

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3 Questions for JunkShot

Posted By Emily Hope, Tuesday, September 20, 2016

For years, AdJam, ThinkLA's Annual Battle of the Agency Bands, has unleashed the raw, savage – if unheralded – musical talent upon an unsuspecting planet. The top agency bands compete, and the winner receives the coveted AdJam Axe, plus bragging rights in the industry for the whole year. 

This year's AdJam is at The Novo DTLA, and we are ready for the battle. We've profiled each of the bands to help decide whom you should root for come decision day. Check out what we asked JunkShot (Red, Tettemer, O'Connell and Partners), and make sure you're registered for AdJam on Sept. 22. #ThinkAdJam 

 

JUNKSHOT - RED TETTEMER, O'CONNELL AND PARTNERS

 

What’s the hardest kind of ad-musician to find? A good one.

What famous musician would have made a good advertising pro? Paul McCartney, because he’s so fucking cheesy with all his jingles and shit.

John or Paul? John, because Paul is so fucking cheesy with all his jingles and shit.

 

Junkshot's AdJam submission video

Tags:  #AdJam  #ThinkAdJam  AdJam  Advertising  Agency Bands  Battle of the Bands  LA Advertising  Red Tettemer O'Connell and Partners 

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5 Questions for Darth Vato

Posted By Emily Hope, Tuesday, September 20, 2016

For years, AdJam, ThinkLA's Annual Battle of the Agency Bands, has unleashed the raw, savage – if unheralded – musical talent upon an unsuspecting planet. The top agency bands compete, and the winner receives the coveted AdJam Axe, plus bragging rights in the industry for the whole year.

 

This year's AdJam is at The Novo DTLA and we are ready for the battle. We're profiling each of the bands to help you decide whom you should root for come decision day. Check out what we asked Darth Vato (Deutch), and make sure you're registered for AdJam on Sept. 22. #ThinkAdJam 

 

What famous musician would have made a good advertising pro? "Stravinsky would have been a fantastic creative director. He shook things up, whether or not people were ready for I.” - Marijke van Niekerk, Senior Copywriter, Deutsch

Are you involved in a band beyond the adjam? Can we get tickets? "I play in a band called Fat Stash and we are playing Saturday night, 9/24, at Paladino's. Tickets are available at the door for $10." - John McGonigle, EVP Group Account Director, Deutsch

John Mayer or permanent hearing loss? "John Mayer even though he’s a jerk.” Ashlee Zwahlen, Production Assistant and Client Services, Deutsch

 
Jay Z or Kanye? “Jay Z!” - Tammy Infusino, Executive Assistant, Deutsch


John or Paul? “Paul.” - Spencer Griffith, Media Supervisor, Deutsch


Darth Vato AdJam submission video

Tags:  #AdJam  #ThinkAdJam  AdJam  Advertising  Agency Battle of the Bands  Battle of the Bands  Deutsch  Deutsch LA  LA Advertising 

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9 Questions for Blank Canvas

Posted By Emily Hope, Tuesday, September 20, 2016

For years, AdJam, ThinkLA's Annual Battle of the Agency Bands, has unleashed the raw, savage – if unheralded – musical talent upon an unsuspecting planet. The top agency bands compete, and the winner receives the coveted AdJam Axe, plus bragging rights in the industry for the whole year. 

This year's AdJam is at The Novo DTLA, and we are ready for the battle. We've profiled each of the bands to help decide whom you should root for come decision day. Check out what we asked BLANK CANVAS (Canvas WW), and make sure you're registered for AdJam on Sept. 22. #ThinkAdJam

BLANK CANVAS CANVAS WW

 Why do think so many ad people seem to be musicians? Ad people from agencies are more creative, less stuffy and more fun than corporate America people. Fact.

What’s the hardest kind of ad-musician to find? Anyone who plays a brass instrument.

Who in your band is your “secret weapon”? Tough call but could be a tie between Ian (Saxophone) and Jordan (guitar soloist). 

Is there a genre or band that is your agency’s soundtrack? Genres vary but would describe them as feel good anthems.

Is there a battle for the music played in your office? What kind of music wins? No. But wish I had more country fans…nothing beats a steel guitar, fiddle and six string.

What famous musician would have made a good advertising pro? Beyoncé takes the cake but Drake might be a close second. 

What is the most compelling use of music you’ve heard in a spot? Drake T-Mobile. Or this Sony classic from a few years back. 

Which is easier for you, pitching or performing on stage? Neither are easy but they both challenge us to be better in front of a “crowd”. 

Jay Z or Kanye? Drake


Blank Canvas AdJam Submission Video

Tags:  #ThinkAdJam  Advertising  Blank Canvas  Canvas WW  LA Advertising  Music  The Novo DTLA  ThinkLA's 10 Year Anniversary 

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10 Questions for HB Riots

Posted By Emily Hope, Tuesday, September 20, 2016

For years, AdJam, ThinkLA's Annual Battle of the Agency Bands, has unleashed the raw, savage – if unheralded – musical talent upon an unsuspecting planet. The top agency bands compete, and the winner receives the coveted AdJam Axe, plus bragging rights in the industry for the whole year. 

This year's AdJam is at The Novo DTLA and we are ready for the battle. We're profiling each of the bands to help you decide whom you should root for come decision day. Check out what we asked HB RIOTS (Innocean), and make sure you're registered for AdJam on Sept. 22. #ThinkAdJam

  

HB RIOTS - Innocean


Why do think so many ad people seem to be musicians? Ad people need a creative outlet after having their dreams crushed on a daily basis.
 

What’s the hardest kind of ad-musician to find? One that accepts meeting invites.
 
Are you involved in a band beyond the Adjam? Can we get tickets? Yes! The tickets are usually $135, but you’ll get the bro deal.
 
Is there a genre or band that is your agency’s soundtrack? Creative Dissonance.
 
Is there a battle for the music played in your office? What kind of music wins? 80's and Emo run neck and neck.
 
What is the part of an ad presentation that’s most like performing? Pushing "play".
 
John or Paul? John AND Paul.
 
Jay Z or Kanye? ZZZZZZZZ.
 
Mick or Keith? They're different people?
 
John Mayer or Permanent Hearing Loss? I'm not familiar with PHL, but I like the name.

 

HB Riots' AdJam Submission Video

Tags:  #AdJam  #ThinkAdJam  AdJam  Advertising  Agency  Agency Bands  HB Riots  Innocean  LA Advertising  OC Agency  The Novo DTLA 

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4 Questions for Chicken & The Waffles

Posted By Emily Hope, Tuesday, September 20, 2016

For years, AdJam, ThinkLA's Annual Battle of the Agency Bands, has unleashed the raw, savage – if unheralded – musical talent upon an unsuspecting planet. The top agency bands compete, and the winner receives the coveted AdJam Axe, plus bragging rights in the industry for the whole year. 

This year's AdJam is at The Novo DTLA and we are ready for the battle. We're profiling each of the bands to help you decide whom you should root for come decision day. Check out what we asked CHICKEN & THE WAFFLES (Maxus LA), and make sure you're registered for AdJam on Sept. 22. #ThinkAdJam

 

CHICKEN & THE WAFFLES - MAXUS LA 

 

What's the hardest kind of ad-musician to find? A talented one (ba dum ching!)

Who in your band is your "secret weapon?"
Chicken. He’s all drumstick.

Is there a genre that is your agency's soundtrack? Norwegian Death Metal with a side of Swedish Dream Pop.

John or Paul? Ringo. Always.


Chicken & The Waffle's AdJam submission video:

Tags:  #AdJam  #ThinkAdjam  AdJam  Agencies  Agency Bands Advertising  Battle of the Bands  Chicken & The Waffles  LA Advertising  Maxus  Maxus Global  Maxus LA  Music  The Novo DTLA  ThinkLA's 10 Year Anniversary 

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