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