Vitamin C — Boost your brand

Genco + Jon Cebecioglu Studio Vitamin C

Website: http://www.studiovitaminc.com

Email: genco@studiovitaminc.com  jon@studiovitaminc.com

LinkedIn: http://www.linkedin.com/pub/genco-cebecioglu/12/b42/8a2

Twitter: @StudioVitaminC

Last day of school before the holidays and everyone frantically still working on end of semester projects (including myself)


Our two guest lecturers walked in sipping on their starbucks – thought I could really use one of those right now!  The two speakers are brothers and designing runs in the family - as both their father and mother are designers as well! 


Genco reinforced concentrate on year end and keep on track with timelines as the next semester will be work intensive and gearing up for grad show. Genco stated this is the only program that has such a show at the end of year, so to use the opportunity to promote yourself

• Genco contract work for Traffic
• Started his own business Vitamin C and partnered up with his brother
• they do a lot of outsourcing - freelancing

Vitamin C specializes in digital devices, websites and branding

Some examples of their work:

Networking is the key - 85-90% of clients are WOM or industry contacts — people referring us to new clients. They have not done any marketing for their business but always busy.


Some tips on career from Vtiamin C:

• Small studios are great for experience and receive credit for work
• however smaller clients, less pay, less opportunity to move up

• Big agencies, large brands, depending on where you work - terrible hours, opportunity to move up the design ladder

• Freelance - control your own time -  but  you have no time - no securities as in benefits or job security

• Start up - if you have that really great idea - requires a lot of passion, need to be open to criticism, and determination, requires funding - investors invest in you - and if they feel you are competent they will often invest as venture capitalists

• Network , start showing your face, lecture startups, they meet potential clients who require brand identity and websites —try to get to know people in the industry and find the people and groups relevant to your work, expand your social group

• Working for someone else before you work for yourself so you can learn and grow. It will help you and your business in the long run.

• Be 100% committed.

Another interesting fact is that the two brothers were born in Turkey. Genco and Jon joked they fight all the time and often in Turkish...


This is a country I l travelled for a month in. While editing this piece looking at a doll that sits on the ledge of my office window that I bought from a little old lady in Cappadocia.... memories!

Meg Kerr

Social Media Integration Manager

Mosaic Experiential Marketing

www.linkedin.com/in/megkerr

“Social Media is like teen sex. Everyone wants to do it. No one knows how. When finally done, there is surprise it’s not better”

- Avinash Kaushik (Analytics evangelist at Google).

An attention-grabbing quote started our morning career lecture by Megg Kerr.

Almost all of us are on facebook, twitter and using social media in our lives on a daily basis for personal, work and as a source for information. 


Facebook has changed the world. I also love this video she shared with us – The Social Media Revolution.

 I was very much looking forward to Meg's presentation this morning and hearing her perspective and about her social media career.


Meg originally studied Broadcast Journalism from Fanshaw. She also studied media and technoculture at Western.  However, she  could see a change in media... the success of being the first one to capture a  breaking news story was becoming a thing of the past with the presence of online media. She embraced social media and now currently works in Mosaic’s  Experiential Marketing. Meg has worked at Mosaic since 2006, working in social media strategy, community management, analytics and blog outreach.



Forms of social media are:

• Micro-blogs (like Twitter)
• Social networking sites (Facebook)
• Geotagging (Foursquare)
• Blogs (Blogger, Wordpress)
• Video (YouTube)

Meg discussed the new trends and happenings in Social Media...



4 Trends Affecting Social Media

• Real Time and Mobile Devices - accessing information anytime and anywhere
• Location Based, Services and Geotagging - GPS enabled smartphones, your phone can identify where you are and update your location for you. This trend can allow incentives for these people who are location tagging. I used this on facebook when I went to my favourite pub for a drink and ended up having a couple of friends find me there due to me posting and the pub gave me a free drink for posting. rather cool....
• Privacy - people are becoming more awareto what information they share. Higher privacy settings make users more secure, but the downside it limits valuable information for marketers
• Social Media is becoming less social - 1st and 2nd generation users were like little kids eating candy - ready to overdose. I think as society we are have had too much facebook and shared too much.. we are now as as a society reeling our information inwards and be more protective of what we share and who we share it with. Secure social media groups are being formed - more niche and selected participants
• www.bluechipexpert.com
• www.doostang.com
• www.songfriends.com

Social Media users are even "detoxing" from mobile and social media by removing it from their life... rather like drug users -- I found this rather curious that people have allowed social media to permeate their lives so heavily. Some even commit suicide online to remove their profiles Web 2.0 Suicide Machine.  This site erases your digital life...


Another tip is not to post what you ate for breakfast or insignifcant thoughts. In particular as a business only post relevant and not too often. From first hand experience, I grow tired of a constant stream of posts and then end up resenting the brand and I delete them to avoid receiving notifications.


“Unless you’ve got something to say, don’t say anything, unless it's interesting”

Of course the above statement is entirely subjective, however the public is more sophisticated and educated than ever with the constant source of information they consume. Consumers are becoming more digital savy all the time, so the social media landscape is constantly changing. Businesses are using many of these trends to promote their business, however they also must manage social media and PR crisis.

• People trust peer to peer more than advertising which has a huge impact on sales (I researched this for marketing - a growing trend called "Friendmoration"
• Comparison shopping poses questions for retailers
• Technology is now changing how we as consumers can access information using QR codes in supermarkets, billboards, posters.

I enjoyed Meg’s discussion very much, she had much to share with us....  and she is a very fast speaker! I think a conversational trend in general of online and digital users as we digest and transfer so much information quickly... And I LOVED her fashion sense - right on trend in her chiffon loose tunic dress, long feather necklace and chunky high shoes! Inspired me to go shopping online......

Brampton AthleticTherapy Visit

Renew, Restore and Rehabilitate


Friday we got to sleep in a bit, which is part of restoring... especially for myself — I think I am beginning to transform into a vampire... but they do sleep during the day... I just do not sleep.


Going to school full-time, working full time and a full time single mom definitely has been affecting my rest. Not sure how to these things all full-time — so sleep is often compromised. Also, unlimited hours in front of the computer and diving slowly into the laptop is bad for my back and neck. (I correct myself after typing this!)


Slouching and bad posture from lack of activity is a threat to anyone who works in front of a computer.  As designers with crazy deadlines, we often skip the necessities such as breaks, lunches and even bathroom breaks — "just to do one more thing"


So the trip to the Brampton Sheridan Campus where the Athletic Therapy department was a welcomed, much needed trip and reminder to take care of our bodies.


I personally have degenerative discs in lower back and no curve in my neck — both issues cause daily discomfort which you learn to live with, however I have noticed this semester these health problems compounding due to lack of stretching and balancing work and physical exercise. 


When we arrived as a class to the Athletic Gym, Amanda warmly welcomed  us. I was lucky to be on of the first on the treatment table....

Being stretched out — felt amazing!I need a rack at home to open up my vertebrae.... felt great! and the talented therapist hit some pressure points... 


Then to top it off a hot compress around my neck — sigh — I could have definitely had a nap...


We then moved to the gym and we proceed to learn some stretches for neck, back shoulders and proper posture at our computers.


Keep moving your body, keep in shape, remember to eat (and not just doritos...) healthy, vitamin-enriched, anti-oxidant foods to fight against colds.. My favourite and easy one is berries; blackberries, blueberries, and raspberries — wash and eat!


The key is to remember to do these stretches.... I stand now and stretch!


Thank you to Derek the Designer for documenting our day and the amazing photos 

Compass

Jason Bouwman of Compass Creative
www.compasscreative.ca

jason@compasscreative.ca

A very tall and soft-spoken man entered the room. 


Very down to earth and open with our class; no designer elitist mentality here. Jason is the owner and founder of Compass Creative in Burlington. Jason graduated from Sheridan’s illustration program — I have to wonder if we shared some teachers from Graphic Design. I remember Frank Reynolds and marker rendering....  

Compass Creative is a boutique agency helping small-medium sized businesses and organizations re-position themselves for success. 


“I always had it in my head that I was going to do my own thing.”
Jason's lecture included sharing his life story and experiences which has brought him to 
where he is now with his business. 


The name Compass Creative is a commentary on their creative ability to be strategic thinkers. Jason stated we do not just make a website look pretty but we think of the strategy and positioning behind it.



“People don’t want websites”
Businesses want sales, donations and results. A website is a means to an end.
Jason's perspective on the design industry was honest. A website is a way for businesses to sell something, but he asked that we remember consumers don't owe the business anything.


Jason explained that businesses need to tell their story, inspire, showcase how they are different than competitor. Know how why they exist as a business and what they are trying to do to change the world ....in any way big or small...


To succeed in our industry, Jason stated you require the below 4 assets:

• Passion. Passion is not enough, you need to suffer for your passion, but it will burn you out.
• Skill. You need skill, the market won't reward you if you have no skill.
• Market. You need a market for your passion and skill
• Integrity. This should be in your work and life.

“Have integrity in what you do”

Jason also still maintains his identity as an illustrator in the digital world by designing tangible Canadian Collector Coins. Unique and contemporary designs.

Jason spoke about life and work balance. In our industry, this is always a challenge with crazy deadlines and demanding clients.  How to do this? Jason talked about the book "First Things First" By Steve Covey and its discussion on time management. 


Discover and know what is important to you.
Dedicate time to what is important. 
Identify what is important. 
Live your life as a compass with direction
and not by the ticking of a clock.

Alex Pejcic

a.pejcic@sonicboom.com
www.sonicboom.com


We met Alex today from Sonic Boom – a man with ground up experience in the digital industry. I found his persona very refreshing at 10am on a Friday morning, he sure woke me up with his insightful thoughts and use of colourful language!  Then Alex began his story.... 

Alex just graduated from a degree in psycology and he did not know what the hell he was going to do – He used that internet thing – so learned some html – made a hockey pool site — Guess we can try and make some money doing this.... " were his thoughts

Alex pounded the streets in Hamilton — sold his services for $400 to a clothing store, drank some beer and created the site in a weekend... I found this very inspirational and thought provoking how a weekend, case of beer and a creation of a hockey pool planted a seed for a business.



Professional experience
Executive Member
Society of Digital Agencies
June 2011 – Present (7 months)


Executive Member, Worldwide Digital Leadership Team
NATIONAL Public Relations
January 2009 – Present (3 years)


Co-Founder, VP & Managing Director
Sonic Boom Creative Media
October 2008 – Present (3 years 3 months

More sonic seeds for thought from Alex

• Print and web design different thinking
• The WEB is on line DNA 
• World is turning more to insight – more difficult and daunting to marketing — beyond agency level
• New jobs being developed – creating opportunities – social media

Sonic Boom helps clients understand embrace and optimize massive potential of digital media

• The agency works with client to understand their business on a deep strategic level
• Delivers meaningful solutions
• Worldly view – used to partner with agencies
• Taking Social media to another level

Sonic Clients

Timex, Sirius, citi, kohler

To explain in plain English what Sonic Boom is about, he provided an entertaining story about love and lovers, WOM and how one promotes him or herself in the complex language of love (you rather had to be there for this—but a diagram is below)

Marketing is a one way dialogue

• Advertising is about yelling the loudest
• Branding is when you're audience speaks about you to you
• Public Relations is when your audience talks about you to their friends and you don't even have to be there.

The above chart illustrates what makes up marketing today,

Sonic calls this e-merge 

Digital Marketing

Alex also mentioned that many agencies use freelancers and “Crowdsourcing” – to find the best of the best – keep our options open do a lot with what you know and expand your knowledge. Alex stressed that even though we are studying Web Design, our talents and careers may take us to other avenues within the agency world, as in management, sales, strategy or social media.

What will I need to understand

• Multifaceted understanding of company's DNA
• Soul culture of company
• Meaning of Role of brand — more than a logo
• Marketing basics — direct & mass
• Latest Trends & techniques --Social design– beyond QR codes

What should I possess

• Proven skill in your discipline
• Strong portfolio
• References
• Positive attitude  - a lot of a@@-holes! – be a positive person with a “can-do” attitude and team oriented -
• Willingness to learn

When Alex thinks he knows everything – he has to relearn everything, so just a tip.

Forget your know it all attitude or ego



"Get noticed, Recognized and Respected"

• Join interactive media groups
• Submit your portfolio to an online community
• Create your own space
• Ask for advise at interviews
• Take opportunities as they come
• 
  

and most of important PASSION

Be passionate about what you do and who the company is.

Jay Schacher

Jay Schacher

Aka Jay Shack
Cool name, cool guy.
Senior Art Director, Henderson Bas Kohn
jschacher@jaysshack.com
http://jayshack.tumblr.com/

His parents were elated to hear that he decided to turn his love of Magna Doodle and Light Bright into a serious career...

He is a graduate of the Sheridan Web Design program and is currently a Senior AD at Henderson BSA in Toronto. 

In his words Henderson Bas Kohn – awesome place to work, jam and eat!

All sound good to me. A very creative guy. Jay studied Visual Arts and Certificate in Multimedia and New Media at York University and then took his post-grad at Sheridan College in Web Design. A story to date of his career below (sourced by LinkedIn), and as you read on for a young guy he has been a lot of places and has rapidly moved up the design ladder.

Art Director
Senior Designer
henderson bas kohn

• Privately Held; 51-200 employees; Marketing and Advertising industry 
• March 2011 – Present (9 months) 
• Clients include: Mercedes-Benz, LG, CAA & The Weather Network 
• Privately Held; 51-200 employees; Marketing and Advertising industry

Senior Designer
OSL Marketing - Interactive Division

• Privately Held; 51-200 employees; Marketing and Advertising industry 
• September 2009 – May 2010 (9 months) 
• Clients include: Pepsi, Sher-Wood Hockey, GE & Gatorade

Senior Designer
Intermediate Designer
Sonic Boom Creative Media | a division of NATIONAL Public Relations

• Privately Held; 11-50 employees; Internet industry 
• October 2008 – September 2009 (1 year) 
• Clients include: Sirius Satellite Radio, Timex Canada, Honda & Jamieson Vitamins

Interactive Designer
Organic

• Privately Held; 201-500 employees; OMC; Marketing and Advertising industry 
• May 2006 – February 2007 (10 months) 
• Clients include: Sprint, Jeep, Dodge & Bank of America

Paid to be creative all the time is biggest challenge

What Jay does at work....

• Brainstorming 
• Conceptual and Creative thinking
• Designing 
• Overseeing work 
• mentor 
• meeting timelines 

Common traits of a good Art Director 
(a sense of playfulness combined with small dash of designer geek under all the coolness!)

• You love video games, doodling
• you like photoshop more than TV
• Favourite Hex value
• You really have creative network names
• Like practical jokes

Impressive Brands and Clients Jay has touched with his creativity

• Coke
• Mercedes
• Nintendo 
• Tim hortons 
• Capital one 
• Ally 
• KD (A standard college food group)
• LG 
• Nestle 
• Weather network

Inside Advice

• with your classmates
• Network A LOT!
• Stay connected in the social media mediums to find out what events are happening.Be a team player, not a Hero
• www.webcreme.com
• www.colourlovers.com

to Jay and taking time to speak to our class, and providing behind the scenes info, and the motivation to keep moving forward with our course.

MacLaren McCann

John Alabaszowski

VP Group Creative Director

MacLaren McCann
Offices in Toronto and Vancouver with 500 people

John has worked at all sizes of agencies, from small, medium to large. He has also freelanced— so he has tried it all and has much to share with our post grad class at Sheridan.

He currently works at MacLaren McCann and has moved from Senior Director to VP Group Creative Director. John has been with MacLaren McCann 7 years now which is a rarity in the creative industry, so must mean he has found a great place to work and thrive creatively. MacLaren McCann has a great client roster. John has worked with such as GM and their vehicle brands, RBC, Argos, Goodwrench, and of course there are many more.

John shared some
Some cool sh*t

• Social & Mobile and Tablets have turned website design upside down
• Managing relationships with clients and their consumers is key
• Surfing in front of computer at a desk gone—we are constantly interacting now at all levels ie Mobile space, tablets, iphone
• example of mobile site at GM check it out
• Build social media into campaigns —so many more different channels 

Among the different projects for GM were:

• Chevy VOLT web site
  • Built my google maps
  • Electric car and plotting route 360 views
  • More of an experiential view— to take time and interact
  
  
• Chevy SONIC
  • Choose interiors and music–custom mix and configure your vehicle
  • Works on facebook too
  • This is a different approach
  • Less about driving people to a site but hanging out where people are
  • Manage and maintain the digital ecosystem where people are “living”
  • Dialogue with your customer  
  
  
• Chevy Orlando
  • Soccer mom audience
  • Relied on other peoples opinions to market product
  • Utilizing google maps and popular online destinations
  • Self contained ie. Sonic
  • Orlando—social media (moms biggest user)
  
  
• Mastercard Canada
  • “Interns Wanted” campaign
  • Instead of a poster —
    used social media as a platform to apply for internship
  • The challenge
    MC wanted to find digital savy students to fill summer positions
  • The process
    Online adds, hashtages QR images – linked to twitter, youtube, facebook had full details, lined in – photo and resume, coverletter
  • Follow on twitter to see if they made short list
  • Lots of tweets — Watched everything unfold online
  • Invited small teams on a one day workshop
  • Innovation, creativity and experience of a lifetime!
  • The results
    Over 500 exceptional applicants — 400 % fan increase
  • a new way to connect into talent
  • will be used as a best practice now for MC
  • sometimes client does not know what they need
  • no website
  • keywords google
  • facebook and twitter and youtube
   
• Gears of War game
  • Clues on Craigs list—locust alphabet clues
  • Audio clips morse code
  • Film clips
  • Twitter online conversation and prize of locust meat at real butcher shops in Toronto ad Vancouver included an admit one ticket to exclusive game launch 

How to do some cool sh*t

• Experience small shops —
  you will be jack of all trades but exposed to a lot
• Your portfolio —have it online
• BEST work
• Put strengths up front
• Have good layout skills, clever, passion
• Have it organized

Your interview

• Be organized
• Pitch yourself and how you come across
• Try to stand out
• Don’t be drunk!
• Ask for advice—listen

Your job

• Volunteer for stuff—Internal stuff is noticed
• Be seen
• don’t be drunker than your boss !
• work hard
• don’t take it personally— nature of business
  collaborative— everyone has a voice in this business—
  help your brain and ego....go in like a ninja!!
   

contact at twitter

@johnala

maclaren.com

john.alabaszowski@maclaren.com