By YANIV SAPIR, DALIA KATAN and MAGGIE ZHANG
Advertise This accomplished yet another Princeton ‘first’ on November 15: an inside look into an advertising agency. With an early start to their Friday morning, 30 Princeton students boarded the charter bus at 9am, each with their own motivation for going – whether the desire to experience the day-to-day happenings of the advertising world, to learn more about the skillset demanded in the industry, or to hear successful leaders in the industry. “It was an awesome opportunity,” recounts Hallie Dewey ’15. “I’m not sure when else I’d be able to directly ask a CMO a question!” Our group was fortunate enough to get a behind-the-scenes look at Deutsch Inc. in its impressive New York City office. Deutsch, with Microsoft, PNC Bank, Milk PEP, and Go Daddy among its current clients, is a fully-integrated agency that has maintained its unique edgy culture and has continued to win industry awards since its founding in 1969.
Advertise This trip-goers learned about Deutsch’s “DNA” directly from its Chief Marketing Officer and Partner, Michael Goldberg. Mr. Goldberg gave an electrifying exposition of the qualities of a successful agency. Perhaps his most important message was that an agency has to be made up of people who are aren’t afraid to be “70% right and 110% confident” and that are dedicated to boosting the clients’ businesses. Advertise This is very excited to have Mr. Goldberg as one of our keynote speakers in REACH, our first national conference in April 2014. Dewey continues, “I was surprised to hear a CMO talk so honestly and passionately. When I think of someone very successful and high up in a company I don’t think of someone cracking jokes and saying ‘it’s ok to mess up, it’s ok to be wrong’. From Mr. Goldberg, I learned that passion is always primary. I loved that this is what Deutsch seemed to be about.”
We were also lucky enough to hear from two Princeton alumni who currently work at Deutsch. Robert Swartz (Princeton ’87), a Group Planning Director, spoke of the history of account planning and what it takes to craft successful messaging strategy for a brand. Finally, Carmen Maria Sanchez Pinilla, a recent graduateof 2011, gave us tips about landing jobs in the advertising industry and what its like to transition into the professional world after college. “Hearing from Princeton Alums […] gave me a good sense about professional pathways after graduation and the ways in which our skills can be employed in the service of such an interesting industry,” explains Evan Coles ‘15.
As we left the agency and headed to lunch in NYC, the enthusiastic chatter among our group voiced a general consensus that this was an eye-opening trip. We were able to see up close how advertising and marketing is a field of constant excitement, cultural relevance, and of huge impact for businesses. “The trip just made me even more excited and eager to explore the industry,” says Tiara Lawson ‘17.
The opportunity to learn about a powerhouse agency from the inside in many ways epitomized the mission of Advertise This: to help students discover what marketing and advertising is all about, support those who might consider entering the field, and interact with knowledgeable professionals in a hands-on way. This won’t be our last trip to Manhattan and we look forward to exploring more relevant agencies and organizations as Advertise This continues to grow. Thanks again to ODUS for co-sponsoring the trip with us!