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    • 00:01

      [MUSIC PLAYING][Advertising]

    • 00:11

      LAURA JORDAN BAMBACH: My name is Laura Jordan Bambach,[Laura Jordan Bamback, Creative Partner, Mr. President]and I am the creative partner at Mr. President.I started my business very young, when I was about 22.And I was quite successful through word of mouth,and through that ended up gettinga job at a really amazing digital advertising and design

    • 00:32

      LAURA JORDAN BAMBACH [continued]: agency.And I started as a designer or designer/producerwho did her own code.And have just spent the last 15 years moving up the food chain,I guess.I've been very passionate about women in digital and womenin technology, since university, actually,when I was very inspired.

    • 00:52

      LAURA JORDAN BAMBACH [continued]: Australia, when I was at university,had a really strong sub-feminist movement,kind of a movement for women in technology and digital design.In 2008 I was head of art, which isthe head of the design and tech department at an agency herein London.And I had a friend of mine who was

    • 01:13

      LAURA JORDAN BAMBACH [continued]: an associate creative director at another agency,another woman, and we were talking about the factthat both of our departments had no women in them,really at all, and what we could do to change it.And so we put a meeting together.And from that meeting actually developedwhat's now a global volunteer organization called SheSays.And we are now in something like 26 cities in about 16 countries

    • 01:36

      LAURA JORDAN BAMBACH [continued]: in the world.We do monthly events.We've got a global awards game.We do lots of mentoring.In the States, we run courses as well.Just trying give women the confidence and the knowledgeto go back into their businesses and to be more successfuland to climb up that ladder.And then supporting senior women as welland giving them more visibility in the industry.

    • 01:58

      LAURA JORDAN BAMBACH [continued]: Mr. President are a small independent agency herein London.We've got about 40 people working here.And we sort of do everything, actually.We've got a really wonderful place with our clients,where we apply a lot of digital thinking to their brands.

    • 02:20

      LAURA JORDAN BAMBACH [continued]: But the output could be anything.So the output, we do quite a lot of film and content,we do quite a lot of work in the social area.We make robots and we're doing some digital retail workfor My Mustard, up to TV ads.There is no usual advertising campaign.The very exciting thing about the world at the moment

    • 02:43

      LAURA JORDAN BAMBACH [continued]: is that digital and social media has changed culture.And I think we all understand that cultureis a very different place, societyis a very different place to work than it used to be.And actually, the answer to the problemis not necessarily what you wouldsee as traditional advertising anymore.So it could be a product development.It could be actually changing-- helping the client's business

    • 03:07

      LAURA JORDAN BAMBACH [continued]: to change.It could be an amazing piece of tech.It could be traditional advertising.It could be finding a purpose for the brand thatallows them to talk over the next three years reallysuccinctly about something.So we do all of that here, and that actually

    • 03:27

      LAURA JORDAN BAMBACH [continued]: means that the creative process is very, very differentto all of those things.But the creative process, regardless of what you do,does have a couple of different stages, I think,that don't change.And the first stage is working with the clientto understand what problem is.So what the business problem is.

    • 03:50

      LAURA JORDAN BAMBACH [continued]: Do they need to sell more stuff?Is something not work-- is a productthey've got maybe not working?Has something terrible been said about them online?Once we have really worked out what the problem is,that goes into a strategic phase, which involvesthe strategy department.

    • 04:11

      LAURA JORDAN BAMBACH [continued]: We have an analytics department whohelp us find proper insight, and also creative.And we work to try to understand what the best path to answeringthat problem might be.And once we've figured out what the direction isand what the channels are that we should be using,then that will usually go into the creative department.

    • 04:33

      LAURA JORDAN BAMBACH [continued]: Mr. President has a very different creative departmentto most agencies.The traditional agency had a creative director and a copywriter as a team, and teams worked sort of on their own,and it's quite hierarchical.But because we do such a wide range of things,and the ideas aren't necessarily a traditional ad,we've got a very blended department.So we have one traditional creative team.

    • 04:55

      LAURA JORDAN BAMBACH [continued]: We have some designers and some other peoplethat are production specialists within the creative departmentas well, as well as individual concepters, copy writers,and what have you.So that will come to the team.And myself and the creative director,John, will look at everything going through the agencyand put the right people on that project,

    • 05:16

      LAURA JORDAN BAMBACH [continued]: depending on what their skills are and who's availableand everything else.And then they will get a certain period of timeto come back with initial ideas.The third step is that those initial ideaswill go back to the client.And then we'll go through rounds of feedback and amendsand also sometimes prototyping and research,

    • 05:38

      LAURA JORDAN BAMBACH [continued]: to figure out whether what we've proposed is possible,or how long it's going to take, or how expensiveit's going to be, or what have we said that that all becomespart of that process.Once we are all happy with that, then we justlook at when the best time to launch that is.So it could be a particular moment in time.

    • 05:59

      LAURA JORDAN BAMBACH [continued]: We did a lot of work for Greenpeacethis year around awareness around the fact there are only3,000 tigers left in the wild.And so that was built specificallyto launch on Save the Tiger Day.But then Christmas, obviously, is a big one.So there are things that have to be out by Christmas.But then there are other things that

    • 06:20

      LAURA JORDAN BAMBACH [continued]: aren't so dependent on a particular time in the year,that we launch depending on whatever else the clientneed is.The most important thing is answer the client's problemand actually give them-- be able to deliverbusiness success to them.But it is equally as important to make sure

    • 06:40

      LAURA JORDAN BAMBACH [continued]: that the piece of work is really unique and exciting.Not for us, but in the minds of the peoplethat they're trying to reach.And the way that we make sure that we do that,the first thing is by having really good relationshipswith the client.The second one is about really understandingwho those people that we're talking to are.So going out-- getting people in the creative department

    • 07:05

      LAURA JORDAN BAMBACH [continued]: to go out and to sit and watch people.That is super, super important, becausefrom that you get a really interesting bitof human insight.And I think if you're using human insight in your work,you'll always do something quite unique and original.And then the next thing is to make surethat we can answer the brief in whatever way possible.

    • 07:26

      LAURA JORDAN BAMBACH [continued]: We have a really wide range of skills here, all in the onecreative department, or working as one team,rather than off in little pockets,like a lot of other agencies do.Off in little teams, not talking as much to one another.So we're massively collaborative.The idea of legacy is really important to us.We maintain doing great work by being

    • 07:49

      LAURA JORDAN BAMBACH [continued]: incredibly picky with the clients we work with.And that's actually what we foundto be the key to the success here.We don't have one single client here that we do for the moneyand not for the love.Every single client we're doing really wonderful work for.And even though on our massive clients, part of thatis traditional digital advertising, part of itis banner ads or it's social posts or whatever,

    • 08:11

      LAURA JORDAN BAMBACH [continued]: it's part of a bigger picture that leaves a bigger mark.So it's not necessarily-- we do pieces of work thatleave a legacy for good, but it's alsoabout changing a product that's been seen in one light and kindof giving it back its shine.That's also a legacy.Or doing something really wonderful and creative thatstand out in the market.That's also a legacy.

    • 08:32

      LAURA JORDAN BAMBACH [continued]: So there are lots of different legacies,but the key is working with clientsthat understand how marketing is working nowand are really keen to do something different.In terms of having a successful careerin the industry and the things that I would just say toall of the students is to be engaged with culture.

    • 08:54

      LAURA JORDAN BAMBACH [continued]: To be interesting and to be interested in stuff.To go out and explore things and to bring that backinto your work.Don't get stuck just making advertising every day,because you'll go stale really, really quickly.Always have something that you'redoing outside of work that inspires youto bring new things in here.And actually, I don't hire anyone herethat doesn't do something outside of work,

    • 09:16

      LAURA JORDAN BAMBACH [continued]: whether it's being an artist or a poetor running a little camera group,or I guess that's where we got SheSays,because people who are really busyalso know how to manage their time better.So that would be one thing.The second thing is to go out and meet the boat.Don't sit there waiting for great briefs to come to you,because they won't.

    • 09:36

      LAURA JORDAN BAMBACH [continued]: And the best way to be successfulis to do the really, really crappy stuff.Young people come out of college and theyexpect these amazing briefs to land on their desk.And advertising is not like that.To get that amazing brief, you needto have really, really proved yourself.And it might take 10 years to get that.It might not.But it could take 10 years to get that really big break.

    • 09:59

      LAURA JORDAN BAMBACH [continued]: You can get there quicker if you're really, reallygood at mopping up the crappy stuff that no one else wantsto do and doing something amazing with it, because thatwill make you stand out.So I would say that.And just to always have that hunger to do better,to do more.Don't apologize for yourself.Try and find some confidence from somewhere

    • 10:19

      LAURA JORDAN BAMBACH [continued]: and really, really go for it.And then the last thing is just to be nice to people as well.To lose your ego.To be good and to be excited about stuff.[MUSIC PLAYING][With thanks to the IPA London.IPA, Promoting the value of agencies]


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Laura Jordan Bambach talks about women's place in the digital workforce and about the inner workings of an advertising agency.

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Laura Jordan Bambach talks about women's place in the digital workforce and about the inner workings of an advertising agency.

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