By Rich Pulvino

Inspirational activity slowed down a bit over the past week, but there were certainly some gems posted that deserve attention.

Just to get it out of the way, I’m going to be shameless and promote my own post about album art. The album art for Youth Lagoon’s new record looks like a page out of a Dr. Seuss book if he was hanging out with Hunter Thompson. The cover received comparisons to the work of painter Henry Darger. Simply put—it looks fantastic and perfectly matches the title, Wondrous Bughouse. So much so that this is the type of album I would judge by its cover. Luckily the band is as talented as the cover’s artist.

Last Sunday, we were treated to some of the most magnificent natural lighting we’ve seen in a while. Winter in Western New York doesn’t bring about these days too often, and Scott Hamilton described the day perfectly:

“Oddly enough, this morning while sitting on the couch with the acoustic guitar in hand , saw nature’s incredible beauty out there through the big front window and presto magically happy music passed through the instrument. Funny how that happens. The drive out of the neighborhood and even down a desolate stretch of tarmac such as 490 was inspiring. Mark my words, today will be the most visually stunning day of the year.”

Scott Wolf posted about Vimeo and how he’s continuously inspired by the online video network’s Staff Picks. There’s a plethora of quality work to choose from. Some of the current picks include a documentary about a former contractor who rescues stray cats and dogs in a culture that traditionally looks down at these animals; a music video by Matthew and Me for their song “Old Flame Alight” that uses tilt-shift photography, 100 colored umbrellas, and brilliant art direction; and an adaption of the Brothers Grimm tale, The Golden Bird.

Finally, with the simplest and most inspiring post of the week, Mike Chatfield reminded us about the future of advertising: the students. By stating how he’s inspired by student work and how they’re “in it to win it,” he reminds us that it’s our role to not only work with and nurture each other for the better of industry and community, but to do the same, if not more, for those who will entering the profession in the future. We want each new generation to do better than the on that preceded it.

Stay tuned for next week when we’ll provide another update, and as always, keep the inspiring posts coming.

Hey there ADDY animals,

How’s entry deadline week coming along? Stressed? Scrambling at the last minute? Don’t even know where to start? Looking for some pro tips?

Your procrastination is about to pay off.

We’ve tapped the indispensable brain of former RAF president Joe Mayernik for some insider tips, tricks, and forget-me-nots.

1. “To win it, you need to be in it.” That’s right, folks. If you’re waiting for the ADDY fairy to grace you with gold, you’ve gotta enter work.

2. “Mount your work properly.” Remember the old adage, first impressions are everything? It applies here, too. “Black boards. Pocket mount pieces. Judges like to touch and experience stuff.”

3. Don’t forget the I in those ROI categories. “Judges like to know the cost of the investment to know if it was a good return.”

4. Don’t try and alter the work. “Seasoned judges can sniff that out.”

5. Take the time to make sure you enter the work in the right category.

6. And while we’re at it, why not enter it in more than one category? “Many times I look at a piece and think ‘Wow, the illustrations are ADDY worthy, I hope they show up in the elements category so I can give them the props,’ because the current entry is not ADDY worthy.”

7. But, not every category. Quality not quantity, folks.

8. Leave your company name off the boards, please. In order for judging to be unbiased, your name really shouldn’t be slapped on the front of it.

9. That means leaving slates off the broadcast entries, too.

10. “On complicated pieces, consider submitting a short explanation video of what it is. This works particularly well for esoteric entries like mobile, guerilla, and/or event marketing.”

11. Take a second look at the newer web categories. “Enter smart to get the gold.”

12. Give credit where credit’s due. “Nobody likes the d-bag that leaves people off or takes credit for work they did not really do.”

13. The work NEEDS TO BE REAL and NEEDS TO HAVE RUN. There have been winners in the past who were later found to have violated this policy. Don’t make us get awkward, guys. It’s not fun for either party.

Now that you’re armed with lots of insider ADDY entry secrets, we’ll drop the good news – you’ve got five more whole days to put these pro tips to work!

Five o’clock sharp on Monday February 11th, to be exact. Remember.. nothing ventured, nothing gained.

Good luck! ENTER NOW!

By Falynne Smith, public relations chair, Board of Directors, RAF

I don’t work in advertising. I’ve never created a commercial, I don’t share an office with those creative guys with the thick black-rimmed glasses and I definitely don’t know how to use InDesign. I’ve actually spent my entire career working in public relations. So why am I blogging on the RAF website and more importantly, why did I join the RAF Board of Directors?

Marketing and communications practices today are not what they were 10 or even five years ago. Back when people didn’t spend half of their lives online, everyone stuck to their own siloed tasks. If you worked in PR, you pitched reporters. If you were a graphic artist, you created cool visuals and if you worked in advertising, well, you made ads. Those days are gone. The lines are continuing to blur and integrated marketing practices are now the new norm. Marcom professionals unwilling to step outside of their roots and expand their skills sets are quite frankly, going to get lost in the shuffle.

Joining the RAF has offered me an inside look at the advertising world, through the eyes of some of Rochester’s best and brightest. From freelancers, to photographers, account managers and many more, the RAF Board and its members are passionate about their field and even more so about sharing that passion with others.

If you’re a curious marketing or communications professional who’s interested in learning a bit more about your advertising counterparts, consider joining us – just be prepared to be inspired.

By Jonathan Everitt – originally presented during “20 Minutes & A Beer,” 3/20/12

As life decisions go, making the jump to self-employment is a biggie. There are so many risks and rewards to weigh. And lots of things you’ll learn as you go.

In January 2011, I flipped the switch and went from a senior copywriter at an ad agency to a full-time freelance writer. Here are a few things I’ve learned in the process—about the creative community, about the business, and about myself.

Plan ahead. Decide who you are.

Before you make the jump, think about what you really want to do as an indie.
As you put your portfolio together, look at the clients and industries you’ve worked on. Think about the ones you love. Not just award winners. Not just those you worked on with your favorite people.

· What were the projects that left you with a warm sense of satisfaction in your gut?
· Are you passionate about a certain medium? TV? Web?
· Are you moved by working on non-profits? Health care?
· What’s going to make you different from everybody else?

Then do some homework. Follow industries that interest you. Set up an an RSS feed and follow news about companies you admire—and the agencies that do business with them.

It’s as important to know who they are as it is to know who you are.

Introduce yourself. And be findable.
Be direct and open about making professional contacts. I was always a reluctant networker. In college, career counselors always urged us to network like crazy. But it felt phony and self-serving. I see it differently now.
You share common interests with a big group of people, so it’s safe to assume we all want to get acquainted—from students to seasoned pros. Meet people.

· Show up at professional functions. Keep your cards handy.
· Research professionals at potential clients and ad agencies. Connect with them online.
· Send people a straightforward email and ask for a meeting to introduce yourself.
· Before you approach them, know a thing or two about their business. If you’re going to call a creative director at a local agency, first find out what they’re working on. Let them know you took the time.
There are lots of ways to be findable. Social media is an obvious route. Some others:
· Set up a website, or use a creative portfolio site such as behance.net where you can showcase your best work. Keep it simple. Make it easy for people to get in touch.
· Join the RAF and get listed in their directory.
· Another good local resource is AdHub, which features listings of freelancers and agencies from all over New York. It offers tiered pricing, and the basic plan is a bargain considering the profile page it includes.

And for those of you who hire freelancers, the RAF directory and the AdHub directory are good resources when you’re looking for a freelance creative partner. Bookmark ‘em.

Ask for help. You’re bigger than you.
There’s a great community of independent creatives in Rochester. Some have been doing this for many years, and they’re really, really smart. Buy them coffee. Ask for advice. When they tell you their life story, be a good listener. Most people are happy to offer advice. And someday, you’ll return the favor with somebody in the same boat.

You’ve got more than yourself to lean on—and more to offer. That’s important to share with your prospective clients. Let them know that you’re connected to people in many creative fields, and that you can easily bring them in on projects.
And if you work with freelancers, consider us when it’s pitch time if you haven’t before. Rochester freelance creatives bring centuries of experience in hundreds of industries to the table. Get to know us and we could help you win your next client (and help you serve them, too!).

So go ahead. Stalk me.

Be the toughest boss you’ve ever had.
We are creatures of routine. Now you get to make one for yourself. But you are more than a graphic designer or photographer or copywriter or producer. You’re the boss.

· Keep good records. Track what you charge for projects and be consistent about it. Put a system in place for estimates and invoices, and stick to it.
· Set goals for your week, month, and quarter and pay attention to how you’re doing. If you’re in this to earn a living and you’re not making money, it doesn’t matter how great your work is.

I hate alarm clocks. So I do everything in my power not to use one. But there’s a dark side to that. Especially if you procrastinate. In a word: don’t. Break that habit immediately. Get up in the morning. Create routine for yourself and stick to it. If you have two weeks to get a project done and you know you only need one day, DO IT TODAY.

Time spent procrastinating isn’t free. It costs you. So don’t let things hang over your head just because they aren’t due yet.

Be tough on yourself. Tougher than any boss you’ve ever had.

Last thoughts. Stay hungry. Stay humble.

Even if you’re slammed right now, remember to have an eye on the horizon. Don’t get so caught up in the day-to-day madness that you forget to look ahead to your prospects in the months ahead. Leave yourself time to keep new leads coming in.
Speaking of staying hungry, be fair to yourself in pricing, too. When you’re slow, you might be tempted to underprice a project just to make sure you grab it. Be careful. Once you set certain precedents on the value of your work, that’s where clients will expect the bar to stay. You’re helping set the bar for fellow freelancers, too. Keep it at a fair height for you and your community.

Now for the humble part. You’re going to find out that some of the things you resented about your old job are exactly the same. You’ll have a new appreciation for the folks in account service, the folks in accounts payable, and the partners who owned your agency. You’ll have a new respect for your own clients, too.

Didn’t like their decisions? Good news: now those decisions are all yours.
So stay humble, boss.

PRESENTATION