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Global Wednesdays September!

Posted By Web Admin, Tuesday, September 11, 2018
It's big (ad) world, but we aim to make it feel even smaller by highlighting inventive, global ads, monthly, that break the mold from the mundane handpicked by ThinkLA Board Member and Award-Winning Creative, Luis Camano. To capture that global spirit, we will feature inspiration from outside of the U.S.

 

 

If you don’t already know it, Lego Technic let’s you build things for real. How about a drivable Bugatti? Yup!
Great activation of a partnership. And very engaging content.

 

Omo/Unilever in South Africa has found the formula to separate kids from their screens. To the delight of parents everywhere.

 

Carlsberg/Denmark shows us the Danish way of living in a mini documentary series. And what people will do for a beer.

 

 
 

Tags:  #thinkLA  Creatives  Curiosity  Global Wednesday  Global Wednesdays  Member News  ThinkLA Members  ThinkMembers 

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Ben Sarmiento, VP Sales at Eyeview and ThinkLA IDEA Council Member

Posted By Web Admin, Thursday, July 26, 2018

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

Fax machines and follow-through is how it all began.

Over 20 years ago, I was a recent UCLA grad with no experience and working knowledge in advertising. I stumbled upon our industry by accident, flooding the market with my résumé for entry level positions. After having been turned down by several agencies for zero experience, I had a great interview with the Sony Theatrical media planning team at McCann-Erickson. Within an hour after it ended, I went straight to Kinko’s, typed out my thank-you letters, and faxed it to every person I met. I got an offer that day and I accepted. Key life lesson learned: be hungry and never underestimate the follow-through.

Since my days at McCann, my career road map has been more like a Lego set: everything connects and builds. It’s very interesting to see over the years what’s been added and taken away, but understanding it is all part of the process.

What has been an important, perhaps the most important, lesson you’ve learned in your career thus far?

Stay even keel, because with every peak, there’s a valley.

What keeps you motivated? Do you have a personal motto?

Being a part of something bigger than me. Seeing how my contribution impacts the greater good. This is why I thrive in start-up environments and why I volunteer my time with ThinkLA.

What excites you most about this industry?

The ever-changing tech landscape. It’s fascinating to see how our industry continues to evolve as new technology gets developed.

 

 




Photos: Don Lupo

 

Where is advertising headed? What do the next five years look like?

Data-driven video creative and analytics will be the next big wave. Consumers want relevancy and brands want to tell their story in a more impactful way. In this mix will come better creative storytelling and the ability to assess its effectiveness.

What advice do you have for young ad professionals just beginning their careers?

The most important brand is you. It’s not the ones you work for or work on, because all of that is temporary. You should ask yourself: What can you do to make your brand unique? Successful? Long lasting? Then put it into action.

What’s been one of your favorite ThinkLA memories?

Winning ThinkLA Sales Person of the Year.

Any closing thoughts for the ThinkLA community?

It’s more a question: What can you do to give back to our ThinkLA community? ThinkLA has helped many of us find jobs, advance our careers, create long-lasting friendships, and even marriages. What can you do to help ThinkLA thrive well beyond our generation?

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Ben Sarmiento is Executive Director, Sales - Auto at Eyeview Digital and currently serves on the ThinkLA IDEA Council as Co-President.

Tags:  #thinkMembers #memberspotlight Advertising  Brand Marketer  Future of Advertising  LA Advertising  Members  ThinkLA  ThinkMembers 

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Sunny Behniwal, Senior Account Executive, Adelphic

Posted By Emily Hope, Tuesday, July 3, 2018
Updated: Thursday, July 5, 2018

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

After earning a degree in Economics and Accounting from UCSB, I spent the first two years of my career in Accounting at Conversant. My career in Accounting was progressing well, but I felt I was underutilizing other skill sets I possessed. So I looked to make a change. Luckily, I was working for an AdTech company at the time and was able to move into and Account Manager role on the media team.

After a little over a year, I was promoted to Account Executive (AE). I spent a little over two years in an AE role with my prior company before joining Adelphic-Viant as a Senior Account Executive about a year ago.

What has been a surprising lesson you've learned so far in your career?

I’ve learned that emotional intelligence is one of the most important traits to possess and consistently work on. When I was younger, my thought process was very linear: Work Hard > Get Promoted > Make More Money > Success. However, there will be so many highs and lows during your career that learning how to treat people and react to situations during the lows becomes more important than your behavior during the highs in regard to your long-term success.

What keeps you motivated? Do you have a motto?

I’ve found the happiest people I have come across in my life are those who continue to strive for progress. So, my motivation every day is to make progress whether that be professionally, mentally, spiritually or physically.

Two of my favorite quotes which I often reference are:

  • "I do not believe in taking the right decision; I take a decision and make it right."
  • "You know the comfort zone is never static. It’s always in a state of expansion or retraction."

 




Photos: Don Lupo

 

What excites you most about this industry?

I love how the industry is constantly changing, forcing me to adapt, and continue learning. But more important than that, I love the diversity and inclusion of our industry. I have been able to interact and forge meaningful relationships with individuals from so many different walks of life.

Where is advertising heading? What do the next five years look like?

The industry is going to continue to consolidate with only truly differentiated companies remaining. With the consolidation, I feel the need for great customer service will be at an all-time high.

Transparency will continue to be a hot button, and I see advertisers moving more and more away from traditional digital KPIs while focusing more on meaningful measurement such as actual online/offline sales.

What advice do you have for those just starting in advertising?

I would advise anyone that is new to advertising to be as open-minded as possible and to try different roles/responsibilities until they find a truly great fit. Luckily for them, our industry has a plethora of job types within our industry ranging from Sales to Engineering to Creative to Analytics, etc. 

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Sunny Behniwal currently serves on ThinkLA's Emerging Leaders Council, and is a Senior Account Executive at Adelphic (a Viant, Inc. company). Prior to joining Adelphic, Sunny worked at Conversant

Tags:  #MemberSpotlight  #ThinkMembers  Career Advice  Member Spotlight  Members  Sales Career  Sales Executive  ThinkLA  ThinkMembers 

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Kristin Glushon, EVP Client Development, Branded Entertainment Network

Posted By Emily Hope, Wednesday, June 27, 2018

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

Although I had a passion for communication, I don’t have a typical advertising career road map. Instead, I started in the research and technology sector, working for Thomson Reuters first as an editor before transitioning into Client Services and B2B Sales.

Interestingly, I think my background gave me a bit of a business consulting approach to the ad world, which I entered after earning my MBA at Pepperdine and taking a role at Interpublic Co. to lead the west coast expansion of one of their specialized media agencies, Orion. This agency experience allowed me to serve clients in every industry, globally and also afforded me the opportunity to support IPG’s Women’s Leadership Network, where I chaired their LA chapter and supported their national board. From there I joined Branded Entertainment Network (BEN) where I currently lead their global client development team, partnering with CEO’s and CMO’s to deliver custom brand integration campaigns into premium content across TV, streaming, film, and influencer programming.

What keeps you motivated? Do you have a personal motto?

I have a lot of respect for those with a strong work ethic, and following that approach keeps me motivated to never give up and to stay focused on delivering what I promise.

In today’s ad world, delivering results often requires us to wear many hats, and although being a mom of two little boys has schooled me in the art of prioritization, I’ve also learned to map out what I can confidently bring to the table and where I need to ask for help.

What excites you most about this industry?

It’s a really exciting time to be working within branded entertainment in particular because of the dramatic shifts we’ve seen in consumer behaviors and the value that integrations offers to reach a more engaged audience. Inside the content, brands have the opportunity to enhance, rather than disrupt, and reach consumers in an authentic and meaningful way. BEN is at the forefront of this evolving marketplace, so every day presents a new opportunity to introduce brands and creators to the power of integration.

 




Photos: Don Lupo

 

Where do you think advertising is headed?

In addition to the shifts in content consumption, I think we’ll continue to see growth in more sophisticated use of data and technology to make advertising more relevant to consumers and more successful for brands.

 What advice do you have for those just starting in advertising?

Regardless if you are just starting your career or sitting at the executive level, I think today’s marketplace requires us to be adaptable, informed and always learning.

I still believe face-to-face networking is the best way to get a head start and to grow your career. Take advantage of mentorship and also pay it forward by being a mentor – and seek out opportunities to learn from others who offer a unique perspective. Having these experiences will enrich your career journey and help support the growth of our industry to reach and engage with today’s diverse and inclusive audiences.

We are in the middle of a cultural shift with the #MeToo and #TimesUp movements. What has/does BEN do to support women and inclusion in the industry?

BEN’s values of teamwork, accountability, passion, and inclusion are a part of our DNA and reflect an entrepreneurial spirit that supports everyone having a voice and an opportunity to make an impact. Today’s cultural shifts further reinforce our commitment to diversity and inclusion, ensuring that our workforce is representative of the multicultural communities where we work and of the brands we represent.

I am also proud to be the executive sponsor of BEN Includes, which is our committee that provides access to programs, services and events to support a workplace and community outreach that is welcoming, equitable and empowering to achieve success for BEN and our clients.

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Kristin Glushon currently serves on ThinkLA's Diversity, Inclusion, and Gender (DIG) Committee, and is Executive Vice President of Client Development at Branded Entertainment Network (BEN). Prior to joining BEN, Kristin worked at Orion Worldwide.

 

Tags:  #MemberSpotlight  #ThinkMembers  Member Spotlight  Members  ThinkLA  ThinkMembers 

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Member Spotlight: Frank Scherma, President, RadicalMedia

Posted By Emily Hope, Wednesday, June 13, 2018

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

I started off as an assistant producer at Chiat Day N.Y. when they first opened their doors. Soon after, I was producing for the agency. Three years went by, and I left to freelance (there weren’t that many freelance producers in the market at that time) and worked for Ammirati Puris on BMW. Three years after that, I moved to Los Angeles and began producing for production companies and their directors. Eighteen months later, I opened up the West Coast office of my partner’s production company. We built that company into what it is today: RadicalMedia, LLC.

And how has the industry changed since you’ve been involved?

When I started in advertising, television, print and radio were the main ways to reach the consumer. My parents were grateful to advertisers as they brought entertainment into our living room. Since then, we’ve had to adjust from strictly doing commercials, print, and radio. While those three still exist, we’ve all had to learn and embrace additional ways to reach the consumer. Branded content and digital storytelling, live events, memes, etc. We also work with brands who’ve begun to incorporate VR, AR, and experiential media into their storytelling as well, and I think we’ll start seeing more of that as time goes on. It’s still about the storytelling, just using different methods.

What’s an important lesson you’ve learned so far?

Be nice to everyone. Today’s assistant could be tomorrow’s creative director. Secondly, don’t be afraid of change. Embrace it and dive in head first.

What keeps you motivated? Do you have a personal motto?

My goal in life is to wake up everyday and still want to go to work. I’ve succeeded so far. I also try to live by Radical’s motto, which is "Never Established." Things are always changing, and it’s important to adapt to the times. If you want longevity, you have to be able to do it all: feature films, episodic scripted and unscripted television, advertising, experiential, public events, smartphone applications... the list goes on.

What excites you most about this industry?

The people, creativity, and the fact that it’s ever-changing. Everyday I learn something new.

 


Photos: Don Lupo

 

 Where is the entertainment industry headed? What do the next 5 years look like?

As I mentioned, it will always be about storytelling and finding an audience for those stories. Five years from now, streaming services will be even more prevalent than they are today. Network TV will still be there, albeit they will be looking for additional revenue streams from advertisers and cable/satellite companies.

What advice do you have for those just starting out in entertainment?

I have a few pieces of advice for those just starting out in the business.

One: Be the first one to show up and the last one to leave. It’s a bit cliché, but you have to make it known that you want to be there and you want to learn. Two: Ask lots and lots of questions, and don’t be afraid to not know the answer. The worst is pretending to know, when you really don’t. Third: Watch, listen, and get your hands dirty. Be open to trying new things and taking a different path. You never know where something can lead you. And lastly, step out of your comfort zone.

We are in the middle of a cultural shift with the #MeToo and #TimesUp movements. What has/does Radical do to support women and inclusion in the industry?

RadicalMedia not only has a diverse staff, but a diverse roster of directors. As I like to say, we have directors that happen to be female, not female directors. We want everyone to feel like they’re working in a safe environment, always. That’s not up for debate.

Why are you involved with ThinkLA?

I enjoy working with the varied and interesting people on the board. It combines media, creativity, public relations, etc., in one place, kind of how ad agencies used to operate. And not to be cliché, but it’s rewarding to give back to an industry that has treated me very well over the years.

At the end of the day, I love what I do, and I think that’s the most important thing of all. 

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Frank Sherma is a ThinkLA Board Member and President of RadicalMedia, a multi-disciplinary studio that creates some of the world’s most innovative content across all forms of media. RadicalMedia has been honored with an Academy Award®, Emmys®, a Golden Globe®, Grammys®, Webbys, NASA Awards, The Smithsonian Cooper-Hewitt National Design Award for Communication Design, two Palme d’Ors at the Cannes Lions International Advertising Festival, and just about every other accolade and trophy associated with the advertising, marketing, and programming businesses.

 

 

Tags:  #MemberSpotlight  #MeToo  #ThinkMembers  Entertainment  Entertainment Marketing  Member Spotlight  Members  ThinkLA  ThinkMembers 

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Member Spotlight: Kristina Jenkins, Chief Strategy Officer, Zambezi

Posted By Emily Hope, Wednesday, May 30, 2018

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

Believe it or not, I have E.T. and the Reese’s Pieces candy he loved eating to thank for my start in advertising. My mom took me to see the movie to celebrate my eighth birthday and when the final credits started rolling, I turned to her and asked if she could please take me to the store to buy some Reese’s Pieces. When I took my first bite I didn’t like them at all (yuck; M&Ms tasted so much better, I thought), but I kept eating them because E.T. did.

I knew the influence the movie had on me and I was fascinated. I wanted to be part of creating that type of influence one day, by inspiring people to make choices that they enjoyed. Advertising seemed like a way (at least to my 8-year-old self) to do that, and so here I am.

E.T. inspired my start and me in countless other ways. He showed me that even if you don’t see yourself in the place you dream of being a part of, that doesn’t mean that you won’t get there. I never saw a Kristina Jenkins in any of the cultural expressions of who worked in advertising growing up (I’m not Darren from Bewitched or Amanda from Melrose Place). I still rarely see her today. But I’m here in the place of my dreams.

He also helped me discover that inspiration resides in the most unexpected places like aliens and in candy. It doesn’t matter where or who your dream comes from; it’s where you take it.

Throughout my career, I’ve followed an inner compass more than a road map. My career started with a calling that gave me a vision for what I wanted to be and why. I wasn’t always exactly sure where I wanted to go. There were many times when I got distracted, disappointed or lost during my career. And when I did, I closed my eyes and thought back to that moment when I watching E.T. with my mom in a Long Island movie theater. It’s the moment when I decided that I would do extraordinary things in advertising. I remember how I wanted to help influence people in positive ways. Then I opened my eyes, promised myself I would settle for nothing less, took some time to get clear on where I was going and figured out a way to get there.

What keeps you motivated? Do you have a personal motto?

What keeps me motivated is thinking about all the people who are made to feel that it’s not okay to be different, who encounter “no” and “can’t“ and “never“ again and again while they’re pursuing their dreams and goals. I think about a generation of talent that is growing up right now dreaming about being a Chief Strategy Officer one day, and I keep doing what I’m doing so that they can see themselves in what I do and what I am, and so that they have someone who inspires them to do great things in this industry, to remind them not to let anyone talk them out of their dream or make them doubt the difference they can make.

 



Photos: Don Lupo

 

What’s the most important lesson you’ve learned?

When I found the courage to be myself and do things my way and take on roles that allowed me to think and collaborate with supportive talent, that’s when I realized there was nothing I couldn’t achieve. I’m totally comfortable working with companies that aren’t always the “it” award-winning agencies with the top clients in the hottest cities. I’ve learned to look past all that and focus on my own vision and larger purpose, and on my career. I look for the right opportunities with the right companies at the right time. That’s what I’ve learned to do.

What excites you most about this industry?

Complex business problems and heightened consumer expectations are creating all sorts of opportunities for agencies and their leaders to let go and re-imagine existing strategic staffing models, fundamentals, frameworks, and playbooks. This excites me the most. In too many instances, we’re relying on 20th century ways of working to solve 21st century challenges. This industry can be more of catalyst for what’s new and what’s never been done before.

Where is advertising heading? What do the next five years look like?

I think it’s going to be challenged in unprecedented ways. Those that hang on and resist change will become irrelevant. Those who create opportunity out of these challenges will thrive.

What advice do you have for those just starting in advertising?

Discover that you’re different. Surround yourself with people who believe in your “different.” Master your “different.” Push boundaries with your “different.” Help others unlock and confidently charge forward with their “different.”

This industry may try to make you feel that you are lucky to work in it. That’s how the industry made me feel when I first started. Remember that this industry needs you. We need your optimism, courage, energy, and “different" to help us re-imagine the way things have always been done.

Be the strongest version of yourself, mentally, spiritually and physically. This industry requires a level of strength like you can’t imagine. Unapologetically create space and time to take care of yourself and recharge.

I’ve made all my career decisions by listening to my heart. For example, saying "Yes" early in my career to what many saw was a huge mistake (leaving a big NYC TV agency to live in the sunshine in L.A., while also working at a digital agency). There also was a time when I said "Thank you, but no thank you" to working 24/7 at some of the most prestigious agencies on the most iconic brands, so I could say "Yes" to working with a company that designed a role around me and the life I wanted.

Start by asking yourself what life you want. Then think about the job you want and where.

You’ve worked in advertising in both coasts. Which does it better?

They are very different and offer very different opportunities. There is nothing like working in advertising in N.Y. It’s a city that celebrates sophistication and polish. It’s a city of random collisions that lead to collaborations and ideas that otherwise wouldn’t exist. Agencies own their point of view. There is an electricity that fills their walls, along with a relentless pursuit of greatness. It forces you to assert yourself in unprecedented ways. It humbles you and challenges you with setbacks where you have to decide if you are going to get back up and try again daily.

Los Angeles is bright, optimistic and full of possibility. It doesn’t take itself so seriously. I once read that California is the place that New Yorkers go when they want to be a better version of themselves. I’ve found that to be true. It’s a great place to be as a talent if you want to experiment with new ways of approaching things. It gives you space and permission to recharge, and encourages you to use the inspiration that emerges when you do in your work.

What should our industry be talking about in 2018?

I’d love to hear more conversation about what senior leaders can learn from talent that is brand new to the advertising industry. They have much to teach us. I’ve always wanted to create a program where someone who is a year into their career mentored someone who has been in the business for 20 years.

Any closing thoughts?

We never do great things alone. There are so many people who have been part of helping me get to a place where I can inspire others. To each and every one of them I say, "Thank you".

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Kristina Jenkins is Chief Strategy Officer at Zambezi. Prior to joining Zambezi, Kristina was Culture Intelligence Officer at mcgarrybowen. 

Tags:  #MemberSpotlight  #ThinkMembers  Member Spotlight  Members  ThinkLA  ThinkMembers 

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Member Spotlight: Carlene Rowe, Director of Brand Partnerships and Experiential, Conill Advertising

Posted By Emily Hope, Wednesday, May 9, 2018

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

I’ve always been fascinated with storytelling, as I’m a big fan of film, television and music. One of my favorite movies as a kid was ET. My favorite part in the film was when ET was lured by one of the characters with Reese’s Pieces candy. This was my first encounter with advertising and product placement, which led me to study marketing and advertising at California State University, Northridge.

My first job out of college was working as a Contemporary Marketing Representative at Anheuser-Busch. During my tenure, I had the privilege to partner with top talent, travel the world and learn from the best minds in the advertising industry, as we launched memorable beer campaigns, which made Budweiser the iconic brand it is today. After years of moving up the ladder, I landed the best job in the company, as Sr. Manager of Sports and Entertainment, working with agencies on several campaigns.

This led me to my role as Director of Sports and Entertainment at Conill Advertising, what a great ride!

To this day, Reese’s Pieces is still my favorite candy… advertising works!

Do you have a personal motto?

I'm passionate about Sports and Entertainment, so doing something I love is always fun, rewarding and thrilling. In addition, my team at Conill keeps me motivated, as they are creative, hard working and inspiring leaders ready to make their mark in advertising.

My personal motto is, “Leadership is earned, not given”, so I encourage everyone on my team to be a leader. It doesn’t matter what title you hold, we all have the responsibility to share new ideas, think outside the box and make a difference as it relates to their project or field of work.

What excites you most about this industry?

Constant change. Data and innovation are KEY, as we are learning new ways to communicate with audiences globally. Data and innovation will continue to provide brands with the ability to hyper-target consumers and measure results more precisely and insightfully than ever before. In an era where we can tune in to watch an electric car being launched to Mars via social media for everyone around the world to see, not even the 'sky's the limit' anymore. With change comes growth, which is exhilarating!

Where is advertising heading? What do the next five years look like?

Innovation, Innovation, Innovation!

VR, AI, voice-control systems and new apps, provide brands with a way to link with hyper-connected consumers, as a means to provide more authentic and personalized engagement. Look out for new ways of distributing branded content and new avenues of communication through advancements in technology that will impact the way we communicate with consumers globally.

What advice do you have for people in advertising that are beginning their career?

Find your niche. I manage the Sports and Entertainment department, which is a new area of focus at our agency; it gives us the ability to reach new audiences through influencer marketing and events, as it paves the road for our brands to get in front of consumers and engage in a way that is appealing and authentic.

 



Photos: Don Lupo

 

What should our industry be talking about in 2018?

There are so many things happening across the marketing landscape, that it’s impossible to call them all out. From my vantage point, innovation, experiential, and influencer marketing will continue to be pivotal in creating unforgettable experiences for consumers, particularly given changes in social media platforms, such as Facebook. Technological advancements in these areas over the next few years will continue to transform the engagement model and expand the relationship envelope.

Any closing thoughts?

As John Quincy Adams said, “If your actions inspire others to dream more, learn more, do more and become more, you are a leader.” We need more leaders who aren’t afraid to take risks and disrupt old ways of thinking. We must foster and cultivate the emerging visionaries in our business, so they can take us to new heights.

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Carlene Rowe is the Director of Brand Partnerships and Experiential at Conill Advertising. Carlene recently spoke at ThinkLA's Auto Breakfast, and was featured on ThinkLA's Women of Color in Advertising to Highlight list.

Tags:  #MemberSpotlight  #ThinkDIG  #ThinkMembers  Career Advice  DIG  Diversity in Advertising  ThinkMembers  Women 

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Member Spotlight: Cynthia Pena, Account Executive, Marketing and Communications

Posted By Emily Hope, Wednesday, April 11, 2018

 


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

I studied PR but I kind of fell into advertising. When I graduated, I was working weddings on the side, and a contact through there also worked in the ad world managing events and facilities. While working a month-long agency project under her, I ended up falling in love with the work and culture.

I stayed on in this hybrid role they created including facilities, reception, and barista. I ended up meeting a ton of people in the agency, (learned how to make bomb lattes) and within a few months, I easily transferred into their PR department. Ever since, I’ve always been involved in events in some capacity, but my main focus has been agency communications and marketing.

 

 

What excites you most about this industry?

The fact it’s always evolving. The ways brands are reaching consumers and joining conversations are never the same. When you see someone do it in a clever way and actually add value, it’s gold.

Why are you involved with ThinkLA?

It’s the perfect opportunity to not only meet and network with others throughout LA, but also to make a difference and impact the events in our industry. Even early in your career, you have a voice and opinions, ThinkLA lets you explore both.

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?

Find someone already doing what you want to do and ask for coffee or 10 minutes of their time. See what you can learn from them and how they got to where they are.

For reading materials: Read the trades! Know what’s going on in the industry, the trends, the changes. It’s all valuable.



Photos: Martin Aranda

 

Tags:  #Memb  #MemberSpotlight  #ThinkMembers  Marketing  Member Spotlight  Members  Team One  Team One USA  ThinkLA  ThinkMembers 

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