editorial
The Female Perspective
by Alina Senderzon
Was I kidding myself when I thought I could be a successful
art director? After all, I knew all along exactly what I wanted
in life: a family and a job I enjoyed – two things that
don’t seem to go together when it comes to advertising.
Being a creative usually means being one of the boys. Long hours
followed by foosball in the boardroom, followed by bar hopping,
where somewhere mid-third-beer you come up with “the”
campaign for your latest pitch.
Where do I sign up for that? Oh how wanted all that fun and
glory, all until I was faced with the exact thing I had dreamed
about – I got pregnant, otherwise known as the tragic
ballad from the off-off-Broadway show “The End of Your
Career.”
I was actually naïve enough to shop my book around with
a six-month belly. What I got in response was a lot of kind
nodding and a lot of praise for my work, because let’s
face it, no one wants to make a pregnant lady cry. I think it
might actually be one of the commandments, “You shalt
not depress a woman whose life is about to be over.” After
those meetings I really felt there was no way I could keep up
with my male counterparts.
I will not go on an angry rant, because I’m not that.
But I will talk about the greatness of women. We got into this
crazy industry because we are smart, creative, incredibly ambitious
and highly driven. I mean have you ever seen a woman at a 75%
off shoe sale? Now that’s drive.
All kidding aside, there are really three reasons women are
great assets to the ad industry.
Women are planners. We fill up our calendars,
make lists, plan ahead and do four things at the same time.
We know exactly how long it takes to make mac-and-cheese (12
minutes) and how long we need to execute an idea. Tight deadlines?
I squeeze myself into a tight pair of jeans every day –
a little deadline won’t scare me.
Women are flexible. For most part our motto
is “Make it work no matter what.” That’s why
we are more flexible with our rates and fees. It probably doesn’t
always make us great business people, but we try to build relationships,
not bank statements. My firm belief is that a tiny project with
a tiny budget might get you a lot of recognition.
Women are optimistic. We always give projects
and people a chance. Just ask all of our deadbeat ex-boyfriends.
We believe that there is a pot of gold at the end of even a
rotten rainbow. And even if it turns out there isn’t one
after all, we transfer our optimism onto the next opportunity.
There you have it.
This is by no means a war on men or the industry. I love them
both. Maybe it’s a bit of a warning though. And if not
that, then a notice. Take notice, guys, women might be disappearing
from your creative meetings, but they’re not exactly gone.
They are just going out on their own, creating more choices
for clients and greater competition in the industry.
Last year I opened my own little design studio, and I’m
proud to say that I’m raking up some business. Ok, so
I’m not going after the Microsoft account. But who knows,
maybe in a few years.
---------------------------
Alina Senderzon runs Wicked
Designs , a design studio in the South Bay. She previously
worked as an Art Director for Mad Dogs & Englishmen in San
Francisco.
get involved
How
can you get involved with sfadvertising.com?
Let
us count the ways!
- write an editorial
- help us improve the web site (this is volunteer-run, folks,
we need your design talents!)
- help us with the monthly newsletter
- get the word out - the more people that read the newsletter
or the web site, the stronger the community becomes
So, what do you do? Email
info@sfadvertising.com and mention in which area(s) you'd
like to get involved.
|
Heard About Town
The Greater SF Ad Club President's Luncheon, Board Election,
& Scholarship Program
Join
GSF at Yoshi's in Oakland's beautiful Jack London Square for
your choice of chicken or salmon teriyaki or vegetarian tempura
and sushi on May 10, 2006, as we honor the Ad Club's Past Presidents,
and, in association with Bonneville Radio San Francisco stations
KOIT, KDFC, and KZBR, award $3,000.00 in scholarships to deserving
Bay Area students of advertising and marketing.
For your dining enjoyment, if AAF National gives us the green
light, the students from UC Berkeley better known as ImagiCal
and fresh from District 14 NSAC competition, will present their
advertising campaign for this year's national client, Postal
Vault.
And just in case you needed even more stimulation for the afternoon,
ballots will be issued to GSF Ad Club members in good standing
for the purpose of electing six candidates to the Board of Director's
for the term 2006-2008.
It'll be the most exciting 150 minutes you've had since the
Addys! See you then!
WHEN
Wednesday, May 10, 2006 11:30 AM - 2:00 PM
WHERE
Yoshi's 510 Embarcadero West Oakland, CA 94607
For
more info, click here
Featured Job:
SENIOR ART DIRECTOR/CREATIVE
DIRECTOR
NICE
ADVERTISING is a full service agency focused on a select
group of companies who demand a high standard of creativity
and enthusiasm for their business. The agency’s philosophy
is to work hard and deliver great results. Our clients are talented
marketers that know the value of their brands. They rely on
us for fresh ideas and the communications expertise that helps
make their phone ring.
This position is responsible for leading the creative direction,
production of a superior product and managing the operations
of the creative function with the Principles. He/she should
use strategic thinking to advance the client’s agreed
upon business direction.
KNOWLEDGE & SKILLS REQUIRED:
• 5-10 years at a major agency with print, TV and collateral
experience
• Food experience a must
• Strong conceptual thinker
• Articulate and work towards a strategic vision for the
brand while respecting the brand personality
• Lead the development and execution of creative campaigns
• Responsible for the quality of all work delivered to
the client
• Demonstrated commitment to building the client’s
business
• Mature and confident with strong self esteem, personal
values and integrity
Buying or selling a home?
See Herb Bass!
SF Advertising
282
Second Street, 4th Floor
San Francisco, CA 94105
Tel: (415) 546-6266 (US)
www.sfadvertising.com
email
us
|
