John A.

John Alabaszowski, more commonly referred to as John - A., for obvious reasons was our most recent guest speaker. John currently is the VP Group Creative Director at MacLaren McCann Canada's Largest Agency.

His work history had him at a couple of smaller shops and freelancing before he joined MacLaren as an Intermediate Art Director. Here he worked his way up over the course of 7yrs to his current role as VP Group Creative Director.

His client/project roster is impressive and includes such names as GM, RBC, Mastercard, Lotto 649, Toronto Argo's and more. He shared samples of his work with the Chevy launches of the Volt, Sonic and GM.ca and the importance of using the right technology to support the concept development for the right audience.

John spoke of the value of FB and how it brings information to where people are hanging out and how marketers are no longer driving users to company websites, but instead to their FB pages. He also spoke of the importance of managing and maintaining balance of the FB eco system.

Another sample project was the Good Wrench Service Campaign. John shared a little about their strategy and selection process for the participants in the video. He also shared some of the vision of how they want user input to help direct the direction of the campaign.

One of the challenges with user driven content and social media platforms is that the Brands have to give up some degree of control and are more helpless in directing the branding. But at the same time, because of this lack of control they are handed what some could consider as niche marketing opportunities, but instead the Brands get legal involved to try and control the direction and image of their brand. It's important to be involved in these environments to try and steer the content, but not to force it.

As consumers blur the lines of technology, it's important for all companies to adapt, understand and be more aware. An example was a project brief that requested posters for an intern search for MasterCard. Here an opportunity was identified to engage users and use social media platforms for applicants. The resulting participation far exceeded any and all previous similar campaigns.

John touched on the concept that "the web is dead". A statement that has been floating around. He explained how really, it's not dead. Instead it's just evolved into so much more than we could have ever imagined.

Advise from John:
How do you get to do Cool Sh*t?
•  Go after the places doing the stuff you want to do.
•  Decide what market you want to be in, like the network of people you can access.
• Note, small shops do offer opportunity, but rarely mentorship

Your Portfolio
• Have it online.
• Show your BEST work
• Put your strengths upfront, include ALL your good work, not just your web stuff.
• Include anything that shows passion

Be Organized!

Pitch Yourself!

If you ask for advise, pull out a pen and paper and take notes.

To succeed: Do what you're told to do, then do more. Raise your hand, volunteer.

Advise from the Interns: Don't be Drunker than your Boss.

Go into a presentation like a Ninja goes into Battle, with the expectation of death.


After the crowds settled, I myself was able to have a very pleasant conversation with John and able to ask some candid questions and get some honest answers. Like: Ad agencies can have pretty snooty people in them, who live their work. Can people who have kids and Families who love their jobs, but also love their families be welcomed into this world?
The simple answer - Yes.

Phew.



Contact Info:
@johnala
John.Alabasowski@maclaren.com