BOARD MEMBER OF THE MONTH- MARCH 2020

Congratulations to our newest Board Member of the Month, Raul E. Machuca Jr! During his first year as Public Service Co-Chair, his dedication for helping local non-profits shines through as he has been motivating and leading the team to produce a great campaign. We appreciate his dedication to Ad 2 and passion for helping others. Thank you, Raul!

Learn more about Raul E. Machuca Jr.……

Raul E. Machuca Jr. is Director of Digital Media at Texans Can Academies, a nonprofit organization located in five major Texas cities and serving over 5,000 underprivileged youth. He has managed branding and overseen creative direction since 2015. Through the Texans Can – Cars for Kids car donation and auction campaign, Raul helped drive brand following for the fundraising arm to over 63,000 users. Raul enjoys volunteering at Cedar Hill Church, attending concerts, and traveling with his wife and two children.

AAF DALLAS & AD 2 DALLAS SOCIAL SPOTLIGHT: JAYR SOTELO

Meet Jayr Sotelo, this month’s Social Spotlight guest. Jayr is the Director of Motion Graphics at Click Here Labs, an affiliated agency of The Richards Group. He wants to break the mold of traditional advertising, especially the view of traditional creatives. Learn more about Jayr and his journey in the advertising industry.

 Tell us about yourself.

I grew up in the border community of El Paso/Cd. Juarez, with family on both sides of the border. I learned English by watching syndicated episodes of the Simpsons. It’s one of the cool things about living in a border town, you can get tv channels from the U.S. and Mexico which a lot of people don’t know. One of my favorite things to do is to cook, I learned by helping my mom in the kitchen when I was younger. My love for cooking grew when I moved to college and started cooking my mom’s dishes. Something else about me is that I’ve always loved to draw, ever since I was a little kid. I’m also married and have 2 wonderful kids.

What drew you into the advertising industry?

The way campaigns had a way of changing people’s views on everyday life drew me into the advertising industry and also the fact that I could tell people I drew for a living. The creativity, problem solving, and curiosity involved in the industry was something new and interesting for me as I grew up mainly on the Mexican side of the border and didn’t think drawing was a possible career.

 What was your first job in the advertising industry?

My first job in the advertising industry was working at The Richards Groups’ affiliated agency, Click Here Labs as an animator/ director for motion design. I landed this job through a connection I made while working at Janimation, a production house here in Dallas that specializes in animation for commercials, video games and movies. During my time at Janimation, I morphed from a graphic designer to more of a motion graphic designer and illustrator, with graphic design tendencies.

How would you describe your role at Click Here Labs?

My role at Click Here Labs has changed a lot since I was first hired as an animator. Since joining the agency, I’ve formed/managed and directed an in-house motion graphics team for Click Here Labs. I recruited various creatives from different disciplines to form my team. In addition to leading the motion design team, I also act as co-director of the Content team at The Richards Group. I oversee day to day projects, most of them in the digital realm meaning social and digital video, and yes some days I even get to draw!

What skills are most important when working as a Director of Motion Graphics?

As a Director, it’s important to have leadership skills as you are directing a large group of people. You also need to be good at collaborative work, in this position you will be sharing stories and drawings with other individuals, so you need to be able to work with them. Lastly, I think it’s important to be passionate about the work you do. My passion for storytelling, drawing and teamwork is what keeps me going day in day out. If I didn’t have the passion for telling stories, drawing and collaborating with other passionate individuals, it would make directing a group of 10 people very hard.

AAF DALLAS & AD 2 DALLAS SOCIAL SPOTLIGHT SERIES: STEPHANIE MURDOCH

We’re so excited to relaunch the Social Spotlight! Our first participant is Stephanie Murdoch, a Senior Producer at The Marketing Arm.

Learn more about Stephanie and her journey to the advertising industry below.

Tell us about yourself.

I was born in New Orleans (Go Saints!) but moved to Houston with my family when I was seven. Following high school, I moved to Lubbock and attended Texas Tech. I majored in Public Relations and volunteered with the Student Programming Board, which I loved. After college, I traveled to London and Paris with a friend then moved to Abu Dhabi with her family for 3 months. I returned home to Houston and started my career in the industry, working at Temerlin McClain (TM), BBDO and now The Marketing Arm.

What drew you into the advertising industry?

Truthfully, I fell into it. I thought I would work at a PR firm and do special event planning or something similar since I loved doing that in college. I landed a job at McCann-Erickson answering the phones and quickly became friends with the Creative Coordinator and Producer. After a few years and different positions – traffic, talent, business management – I got promoted to Producer.

 What was your first job in the advertising industry?

My first job in the industry was as a receptionist at McCann Erickson, now known as McCann. Working at this agency was a great learning experience and I’m grateful for it each and every day.

 How would you describe your role at The Marketing Arm?

My role at The Marketing Arm is Senior Producer. I produce content for broadcast, online, social and award shows. I help the creative, strategy and media teams by finding production partners- animators, editors, graphic artists, directors, etc. – and production crews to produce great spots.

 What skills are most important when working as a Senior Producer?

To be a Senior Producer you need to have good listening skills, be detail-oriented, and be a team player. Additionally, you have to think outside of the box. At the creative brief meeting, you must carefully listen to the project details and deliverables. After the meeting, it’s great to process all the information and jot a list of questions down. After finalizing all the project details, it’s important to collaborate with the creative, strategy and media teams. When collaborating, be sure to offer any ideas or solutions that could make the project better. All these skills are necessary but it’s also important to be patient and have fun! It’s not brain surgery.

BOARD MEMBER OF THE MONTH- FEBRUARY 2020

Congratulations are in order for our newest Board Member of the Month, Matthew Calamoneri! He is our Membership Chair and has been doing a great job in his first year on the board. We appreciate his dedication to the club and passion to see the club grow. Thank you, Matthew!

Learn more about Matthew Calamoneri…….

Matthew Calamoneri is a New Jersey native who attended the University of Scranton (Go Royals!) and moved to Texas to pursue his Master’s degree at Texas Tech (Wreck ‘Em). After receiving his Master’s degree, he moved to Dallas to start his advertising career. He currently works at Moroch as a Paid Social Specialist, he oversees the strategy and daily execution of Planet Fitness for 50 different markets. Matthew has also worked on Luby’s, Fuddruckers, Cheeseburger in Paradise, Texas A&M’s Masters Programs, Massage Envy, Urban Air, Baylor Scott & White Medical Center and Make- A- Wish North Texas.

Prior to Moroch, he got his start in advertising at Hearts & Science working on the agency’s inaugural Paid Social Team specializing in AT&T’s Broadband/ Fiber and Local. In his free time, he enjoys attending sports & live music events with his friends.

BOARD MEMBER OF THE MONTH- JANUARY 2020

Cheers to our Public Service Chair, Kendall Mason for being the latest Board Member of the Month! In her first year, Kendall has exhibited great qualities that merit recognition. She has led the Public Service team with passion and positivity. We are glad to have great member like her!

Learn more about Kendall Mason…

Kendall Mason is the Vice-President of Marketing at New Benefits, where she oversees creative direction and marketing strategy. She gets a kick out of using cross-channel, data-driven marketing strategies to drive revenue growth through inbound marketing, lead nurturing, and converting leads to sales. A CRM and marketing automation junkie, Kendall is a pro at implementing and optimizing technologies to drive more efficient business growth.

Prior to New Benefits, she worked in music marketing at Music Audience Exchange, where she negotiated contracts, developed content, and launched marketing campaigns for several of the most recognizable consumer brands including Coors Light, Ford, McDonald’s and Jack Daniel’s.

AD 2 DALLAS PODCAST: ADDCULTURE

Have you heard the news? Our Diversity and Inclusion Team has officially launched an exciting new podcast called addCULTURE! The podcast will explore how diverse the advertising industry really is through a series of interviews with experts and industry leaders.

The first episode is the start of a multi-part miniseries on Hispanic advertising. The special guest for this episode is Kathleen Franz, Chair of the Division of Work and Industry at The Smithsonian’s National Museum of American History. Kathleen discusses the history and future of Hispanics in advertising with Ad 2 Dallas’ very own Barbara Boretsky and Leland Moses.

Kathleen is a historian who has been working to piece the story of Hispanics in advertising together for several years. She has gathered stories of Hispanic advertising and Spanish-language broadcasting in the U.S. from the 1960s to the 1990s. In addition to telling the cultural impact of Hispanics in advertising, she is working on a cultural biography of women in the ad industry before the 1950s. Kathleen has a Ph.D. in American Civilization from Brown University and a research specialty in the cultural history of business and technology. Another contributor to the episode is the National Museum of American History which has a virtual exhibit where they explore the past and future of advertising as well as blog posts on collecting the history of Hispanic advertising and the museum’s Archives Center serves as a repository for signature advertising collections.

In addition to the virtual exhibit, the museum’s “American Enterprise” exhibition  includes interesting facts, photos and educational information. Get your devices and headphones ready, and listen now!. Be sure to share and join the conversation on our social platforms by using #addCULTURE.

Check out the Smithsonian’s virtual exhibit about the advertising business and learn more about Kathleen and her work.

WHY ADVERTISERS SHOULD CARE ABOUT NET NEUTRALITY

You’ve seen it all over the news. You’ve seen it trending on social media for days at a time. You’ve likely talked about it with friends and colleagues. After the FCC voted to kill net neutrality, people everywhere rallied to save it by urging Congress to overrule them using the Congressional Review Act. Without net neutrality, everyday consumers’ Internet behavior could be affected. Battle for the Net was created to help raise awareness about the issue and encourage people to voice their opinion to Congress. The repeal would also have major implications on the advertising industry. As an advertising professional, whether you are at an agency or in-house, it’s important to stay informed on how the repeal of net neutrality could affect your job.

The central question surrounding net neutrality is whether or not the Internet should be considered a public utility or a commodity. As it stands now, the Internet is seen as a public utility in which every user has equal access. The FCC ruling showcased that they thought of it as a commodity, therefore, it could be subject to up-selling. Who would be responsible for the up-selling? Internet service providers like Comcast & Verizon. These companies could be given the right to slow digital content or charge for preferential treatment.

It’s clear Internet users stand to lose quite a bit, but advertising professionals do as well. To begin, the price of Internet ads will noticeably increase. If these website costs go into effect, companies will have to pay more for their content to be seen by consumer. Advertisers must be weary of increased CPM which ultimately leads to lower ROI.

Professional ad organizations have worked tirelessly and invested a lot in standardizing viewability metrics for industry use.  A slower Internet connection means many ads will not load as quickly as they used to, therefore rendering previous standards. Many advertisers would have to revisit their KPIs in gauging ad performance with these changes in mind.

Another factor to keep in mind is placement of the ads. Many ISPs own media companies (ie. Verizon with Yahoo! and AOL). It is likely that publishers could cut deals with providers to ensure their preferred content would not count against user data plans. Advertisers would have to be cognizant of these partners while also keeping in mind that these preferred media firms could hike up ad prices.

Without net neutrality, we would likely see an advertising marketplace where brands with larger ad budgets thrive while challenger brands and startups fade. Competition would heighten as brands try to outspend one another to get the recognition they once did from advertising. Those with smaller budgets would need to get creative in how they reach their target audiences.

The FCC voted in December 2017 to repeal the 2015 net neutrality regulations, which prohibited broadband providers from blocking or slowing down traffic and banned them from offering ways for companies to pay extra to reach consumers more quickly than competitors. Parts of the order went into effect on April 23, 2018, but many significant changes still need to be approved by the Office of Management and Budget.

With all these measures taking effect at a national level, many net neutrality supporters have not yet given up hope at a national level. Several states have passed their own measures to counteract what’s going on at a national level. If any of these possible changes concern you as an advertiser, it is important to make your voice heard to those who represent you at a state level. Reach out to your current local representative, Ted Cruz, to let them know how you would be affected personally and professionally without net neutrality. There is also a midterm election coming up in November 2018. Ad 2 Dallas encourages you to do your research on candidates to get their stance on net neutrality. If you have any questions about how to make a difference, please reach out to us at ad2dallas@aafdallas.org.

INDUSTRY INSIGHTS WITH AMBER PIZANO

My name is Melissa Woodring and I’ve been working with Amber Pizano at BSN SPORTS for about 6 months. It’s my pleasure to feature Amber as part of the Industry Insights series for Ad 2 Dallas’ blog. It’s my hope that aspiring young professionals in the advertising, marketing, and communications industry will find this interview with Amber as helpful as I did.

She has a real knack for going after what she wants, and that’s been very inspiring to me while working for her in my role. Amber sat down with me to talk about her career history, current job, and overall view on the Marketing industry.

What are your primary job responsibilities?

I’m responsible for the planning, development, and implementation of all marketing programs at BSN SPORTS, the largest distributor of team sports apparel and equipment in the U.S.

Why did you decide to pursue a career in advertising? (Hint – She didn’t, at first)

I can’t stress the importance enough of interning during college. Not only does it give you the competitive edge necessary to land your dream job after graduation; but it steers you in the right career path. My first internship at D Magazine taught me that I didn’t want to be a Magazine Editor after all, and I found my next role in Marketing to be the right fit!

What is your favorite part of your current position?

I love all the opportunities to increase the impact that the marketing department has on our bottom line. Digital marketing is an untapped channel at the company, which we can use to increase brand awareness, generate substantial volume of qualified leads for our sales force, and greatly increase our e-commerce capabilities and revenue.

What new trends are you noticing in advertising and marketing? How are they being utilized?

It feels redundant to even say so, because it’s everywhere; but marketing automation is where it’s at. They are the timeliest and most targeted means of communication that are guaranteed to be relevant, because the user’s own behavior is what’s triggering the marketing piece.

Utilizing platforms that allow you to see your customer’s actions across all channels (like a HubSpot or a SalesForce+ESP) is going to become the standard in the next few years.

Who are your mentors and what’s one major piece of advice they’ve shared that’s been a game changer for your career?

Donna Coletti, the Director of International Communications and Market Research at Texas Instruments, was my first and most impactful mentor! She taught me to look at every roadblock or frustration as an opportunity. She guided me in how to navigate the political waters of corporate America; which were not intuitive for me as a Navy Veteran, recently out of service. The reality is that being politically savvy in corporate America, is nearly as important to your career as producing outstanding results.

What’s your ultimate career aspiration?

I plan to bring about the digital revolution at BSN SPORTS, so that we are the technological leader in the team sports industry.

Career wise, I love that no day is the same and no matter how good I think I might be at it, there’s a new tool, trend, or campaign just waiting to be explored. I guarantee my day will look entirely different next year compared to what it is today.

Melissa Woodring is the Digital Marketing Manager at BSN SPORTS. With a background in social media, communications, and marketing, Melissa is focused on maintaining relationships, developing content, and forming online strategies in order to build better brand awareness. She’s a contributing writer for the Ad 2 Dallas Blog.

DEFENDING THE ADVERTISING INDUSTRY

You’ve probably been reading a lot about the upheaval happening across Washington as the new administration and congress begin to take action. You may even be inspired to become more politically-involved in your community by fighting for what you care about most. However far left, right, or somewhere in the middle you fall, it’s important to know how you, as an advertising professional, will be directly affected.

Currently, businesses are able to write off all advertising expenses on their taxes as necessary costs for investing in growth and promotion of commerce. This tax cut is key to keeping the overhead costs of advertising down. A tax repeal proposal drafted by former chairman of the House Ways and Means Committee, Dave Camp, is aiming to reduce the maximum corporate tax rate from 35% to 25%. In order to help offset the loss in tax revenue, the proposal is looking to cut tax reductions on advertising. Businesses and advertisers would be expected to absorb 50% of the total costs of advertising expenses. The other 50% would be amortized over a period of 10 years.

Advertising is the engine of our economy. Not only does it make it easier to inform consumers about products and services, it helps fund the media industry that provides our entertainment, news, and sports. Nearly 15% of all jobs in Texas are produced by advertising, resulting in over $530 billion of economic activity.  Burdening the advertising industry with higher taxes will stunt the proliferation of sales and jobs. Expert economists have even scrutinized the proposal as the decrease in corporate taxes wouldn’t help offset the increased costs of advertising.

The most important action you can take now is to write your congressmen about how important advertising is to your local economy. Emphasize that you’re an advertising professional and the continued growth of your industry relies on not repealing the tax cuts. Your letter doesn’t have to be long and should be in your own words, but we need to have a unified voice if we’re going to make a difference. Find out who your senator and representatives by clicking the respective links for their addresses.

Ad 2 Dallas and the American Advertising Federation encourage you to be part of this grassroots movement to protect our industry. If you have any questions about how to make a difference, please reach out to us at ad2dallas@aafdallas.org.

INDUSTRY INSIGHTS WITH AMANDA JORDAN

Ad 2 Dallas is all about helping young professionals find new opportunities in the local advertising, marketing, and communications industry. We wanted to use this blog to feature a series of posts that focus on experts in the field as they share insights on the local market, trends to look out for, and challenges they face in their current jobs.

One of our own members has agreed to be featured for our first post. Amanda Jordan serves on the Board of Directors for Ad 2 Dallas as a membership chair in helping young professionals and students get connected through our volunteer organization. By day, she’s a Creative Recruiter for the Dallas branch of The BOSS Group, a talent agency that provides job seekers opportunities to find digital and marketing positions. Amanda provides her clients with the best possible candidates for their creative needs.

What new trends have you noticed in advertising and marketing that are directly affecting the qualifications you’re looking for in candidates?

As everyone knows, our industry has taken a strong turn toward digital and web as opposed to print advertising and marketing. I mean, when was the last time you jumped for joy at a Direct Mailer clogging up your mailbox? Digitizing everything has drastically affected the positions we need to fill for our clients. More often than not, their target audience falls into the category of people who are NOT persuaded by print anymore. It’s an email campaign, or a web banner, or a social media post. Ten years ago (or even 5 years ago), a Graphic Designer could get away with only knowing traditional media and print design, but those days are pretty much over. In order to be a well-rounded designer (or copywriter or marketing/communications person, for that matter) one MUST understand and gain experience in the digital space. For a designer, that means learning HTML/CSS, dabbling in front-end design and/or digital web banners and graphics. That would be the minimum. For writers, we always want to see web content experience. We are always asking, “Do you know SEO best practices?” “Do you keep up with emerging media and the latest social platform of choice?” It’s becoming impossible to be stagnant. Folks who have been in the industry for years are finding that learning digital/web is the only way to stay competitive.

While I don’t think print or print design is obsolete, I do find it advantageous to expand on traditional print expertise to include digital and web skills – even if it is just a “working knowledge” level. Hiring managers want to see a traditional background (print, collateral, branding, etc.) with a digital portfolio that shows 360-degree work. So, be the whole package. Shouldn’t be too hard, right?

What is the most difficult part of your current position?

Being a recruiter isn’t rocket science. For the most part, it is extremely rewarding, energizing and fun. To answer the question from my personal experience, I HATE telling perfectly qualified candidates that they didn’t get the job; especially when the reason is something out of their control. You learn to have difficult conversations really quickly in recruiting. Thankfully, my talents include being gracious and understanding, so that helps. It’s a people-business and talent suddenly backing out of done deals or clients going silent is to be expected. At the end of the day, it feels great to provide a deserving talent a life-changing position that also serves our client well. When I am able to do that, all is right in my world.

What sets the Dallas-Fort Worth advertising market apart?

Everyone knows everyone! I love how much of a “small-world” it is because it’s so much easier to connect, help and network. Although the Dallas market and the Fort Worth market are vastly different, we have the advantage of being close geographically, which inevitably provides more opportunity. There’s a reason so many people are moving here! Jobs, jobs, jobs.

The BOSS Group has branches all over the US, including Atlanta, Chicago, New Jersey, Philly, Baltimore and DC, so I have seen the difference in the way people communicate and do business across the country. In order to sell Dallas business, you gotta know Dallas. We mix Southern hospitality in with our “big city swag” – and that’s what wins business.

What’s your ultimate career aspiration?

That’s a fantastic question. I love being a recruiter, and I foresee myself staying in a recruiter-type role for a long, long time. Eventually, I would like to be in a leadership/managerial role that allows me to educate, give presentations and do more networking from a mentorship perspective. Alas, I have a LONG way to go until then. Right now I am totally at mentee-level SEEKING a mentor. Consider this my personal ad.

My answer may sound vague, and that’s because I like to keep an open mind about my future. I see people every single day making career changes, and it’s inspiring. You never know what lies ahead, or when you will discover a new passion.  As long as my career leads me to having enough disposable income to rescue as many dogs as I want, I am honestly going to be living my best life.

What’s a piece of advice you would impart on young or aspiring advertising and marketing professionals new to the industry?

Join Ad 2 Dallas! Or any other networking organization of your choice J Getting connected is the most important thing, and networking is the easiest and most fun way to become connected in a new city, new industry, etc. I would also seek out a mentor that you can trust who can assist with pumping up your resume, provide awesome word tracks for interviewing, and can give you interpersonal feedback. Happy hunting!