Schupp Company Blog

Booking on a Budget

Friday, August 27th, 2010

As my internship comes to an end, I’m scrambling to find a job. Which means, I’m also scrambling to put together my book filled with wonderous pieces I’ve worked on for the past seven months.

Your book is important. It’s your showcase. It’s your holy grail. As Schupp’s ECD, Jim, puts it, “your book is what gets you a job.” It shows potential employers your gift as a writer, art director, photographer, etc. Unfortunately, for most of us unemployed junior creatives out there, we’re broke. Buying a fancy portfolio means we’d be living in the stairwells of Mansion House’s parking garage. The truth is, yes, your book should look nice, but your work is the vital part. Get your pieces polished first; what you carry them in can be done easily and on a budget.

I devised a plan to get my creativity and talent out into adland with just my own two hands (and an ungodly amount of craft supplies and cardstock).

Note: I’m a writer and a doodler. My design expertise dwindles in the luminance of my writing skills.

So what did I do?

First, I sketched out my pages. Laid them out in InDesign. Printed out a draft. Went back to the drawing board. I did this over and over again until I was certain it was a simple and interesting piece.

Then, I took cardboard book covers (I found mine at Archivers. They had a tiny collection, so my book ended up on the tiny side. But you can order covers online if you want a specific size), and covered them with a random drawing I found from back in my senior year of highschool.

I printed my pages on 75 lb. white cardstock (on my home printer– I do not recommend that), exacto-knived the margins off and creased the edges.

Then I bound it all with some simple ribbon. Put it in a cute little case, and voila! I have a book.

I already have plenty of changes to make, and I probably won’t keep this one. But it’s a start; and great practice.

My advice?
Make a list of what you plan to include in your book and what you plan to put on your website (because you need one of those, too).

Do your research. Find out what people are looking for. Ask your superiors. Watch podcasts, like Alex Bogusky’s “Fearless Q&A” that can be found on iTunes (there’s a webisode all about junior creatives’ portfolio books). Read articles online by established professionals and blogs by fellow young guns in the industry. Keep in mind exactly what each agency looks for- not just a writer, not just a designer. They are looking for a multi-faceted creative talent. “I like to hear that folks have an array of skills –- a designer who can also do AI. A writer who knows Photoshop. The landscape we’re working in now is always fluctuating, and it’s a necessity to have a range of skills that can be tapped into in a pinch. Don’t be imprisoned by your role. Be flexible,” Karen Ingram, an associate creative director at McCann Erickson suggests.

As far as the physicality of your book goes, create something that expresses you and your strengths in the industry. Be sure that it’s functional, so you can add, delete, change it whenever you need to. There’s always room for improvement.

Good luck to you out there. And if you’re hiring? I’m available!

Quote from: http://mashable.com/2010/08/15/copywriters-art-directors-job-tips/

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Mud Splatterings

Tuesday, August 24th, 2010

So, I was out playing golf with a client yesterday and after one particular sloppy shot I noticed mud splatterings on the back of my hand.  I tried to wipe them off on my shorts several times but they didn’t come off.  Well towards the end of the round, I dipped my towel in water and proceeded to scrub off these little light colored brown spots.

They still wouldn’t come off.  What?

It dawned on me after about 30 seconds that these were not mud splatterings, but age spots.  Yes, my friends, I just officially became older than middle age.  It sucks but there is nothing that can be done about it.  Well, there actually is something that can be done.  Haven’t you seen those infomercials on TV about the cream that removes age spots?

One of my pet peeves is people who go to great lengths to look younger than they actually are.  Joan Rivers comes to mind.  My God.  She is something like 85 but she looks like someone who is . . . 85, with a rubber face stretched to the point of snapping back into original form.  Holy crap, what was that . . . a sonic boom?  No, Joan Rivers’ face lift stitches popping.  Anyway, I’m 54 and I’m OK with looking 54.  Just one more year closer to death.

With that cheerful last thought, I bid you adieu.

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What does Social Media mean to the consumer shopping experience?

Wednesday, June 16th, 2010

Wikipedia provides a blanket definition, stating that “Social Media uses the Internet and web-based technologies to transform broadcast media monologues (one-to-many) into Social Media dialogues (many-to-many).”

Simply stated, Social Media is the bazillion conversations people are having online … all day, all night.

It’s the industry darling for the moment, an emerging and evolving channel where marketers can tap into a pre-established consumer base. So, everyone wants to get involved, of course, from retailers to brands to businesses to services. But before you dive in and create your new Facebook Fan Page, here are six questions you should ask yourself to make sure you’re maximizing your Social Media efforts:

1. Do you know your consumer?

2. Do you know how they use social media?

3. What’s your brand differentiator?

4. How will you “make it real?”

5. What’s the role for social media?

6. What is success?

If you already have all the answers, you obviously have everything under control. But if there’s anything you still feel unsure about, maybe you should give Schupp Company a call.

Don’t be shy. Our interns are on the edges of their seats, awaiting your call: 314-421-5200.

Ask for Mark.

Tags: music videos, people, schupp company, social media
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ShoeP Expression

Thursday, March 18th, 2010

It’s difficult to say Schupp Company for many outsiders. To help the “pronunciationally-challenged,” our agency developed a brand to spell it out for them.

SHOE + P

Say it with me now: “SHOE…P.” SHOOOP. Schupp Company.”

Great.

As part of our SHOE + P campaign, our employees were encouraged to express themselves with an image of a shoe that respresented them. You can find them in the corner of our business cards, outside of our doors, in power points, etc. These shoes are a representation of who we are and what we stand in… er, for.

But are our shoes really that telling? Do people really wear their shoePs? We decided to take a floor tour of the office, snapping shots of unexpecting employees’ feet to see if they really are who they say they are.

Some Schupp shoeP’s are so true to their personalities, they have them in every color. The Vans slip on: artsy, casual, fun-loving… sounds like Paul. He wore the black pair today (hmmm… a creative in black?).

Like Paul, account supervisor Eluka rocked a variation of her shoeP, but hers remained the same color. Red-hot high heels definitely tell you who is in charge.

The shoeP we caught account executive Lindsey sporting may not be the pump she chose for her official shoeP, but it does prove her to be a multi-faceted girl that keeps her story straight: she loves teal!

When we caught sight of executive creative director Jim’s shoes, we noticed they were nothing like the Todd Perry’s he features as his shoeP. But, they’re black so we’ll let him slide. Is that how creatives are? Keep your outside dark and your mind bright!

Is Anthony, group creative director, on his way to the Men’s Wearhouse? Or just another day on the job? We aren’t sure, but it would be a little more questionable to find him wearing his actual shoeP. While the baby shoe expresses his out-of-left-field creative thinking, the conservative lace-ups he’s sporting leave us more than a little confused.

Copywriter Maeve is a down-to-earth kind of girl. Her shoeP was right inline with her style. Who doesn’t love a girl rocking casual sneakers? And look, a creative without black!

The man who claimed a Nike Swoosh for his shoeP, senior art director Kevin, stuck to his roots when it came to office wear. Could it be his obsession with Kansas basketball or his trek from the Metrolink station?

Q, man of mystery, hails from our production department. He remains the most reliable and steadfast character in the bunch. On our office tour, he flashes his official ShoeP with pride.

Finally, we get to el presidente, Mark Schupp. Unfortunately, we could not compare his office footwear to his shoeP; he was out the office. But, we are fairly certain he stayed committed to his official shoeP… since he was playing golf at the country club.

So, what does this say about our team here at the Schupp Company? Not much, other than the fact that we come from all walks of life (ha, get it?).

Walk on, dear reader, walk on.

Want your shoes to hang with ours? Submit your favorite footwear to us.

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The Schupper Bowl

Thursday, March 18th, 2010

Some call it the “Big Game.”  The few who paid big can call it by name: “The Super Bowl.”

Meanwhile, ad folks know that at heart it’s simply an advertising extravaganza with a few passes in between. (After all, the game might get talked about for a few hours, but it’s the advertising that gets press and clicks for months after.)

You better believe that the dedicated leaders of Schupp Co. took part in ensuring the post-bowl focus remained where it should – on the ads.

Before all the confetti had even landed on the field Schupp Co. president Mark Schupp hit the airwaves dissecting and discussing the good, the bad and the great. Immediately thereafter came media discussions lead by Donna MacDonald, senior vice president and director of account service; Jim Mayfield, senior vice president and executive creative director; and Anthony Simmons, group creative director.

From Doritos®, to Snickers®, to Google™, to E-Trade®, the Schupp group shared their thoughts on all the key players through nearly every key media outlet. Click the links below to watch and listen to these discussions. It’s what we like to call “The Schupper Bowl.“

Mark Schupp CBS affiliate (KMOV)

Jim Mayfield NBC affilitate (6-7am) (KSDK)

Jim Mayfield NBC affilitate (noon) (KSDK)

Anthony Simmons KMOX radio

Donna MacDonald CBS affiliate (KMOV)

Anthony Simmons KTRS radio

Mark Schupp Fox affiliate (KTVI)

Mark Schupp KPLR

Mark Schupp KFNS Radio

Mark Schupp KTRS Radio

Posted in Miscellaneous, Spring 2010, e-newsletter | No Comments »

Enterprise + Schupp Co.

Thursday, March 18th, 2010

Over the past few months we’ve worked with Enterprise Rent-a-Car to develop and implement a National Hockey League (NHL) sponsorship activation strategy. We’re thrilled to announce that the final creative products associated with these efforts are now complete and in-market. Here are a few more specifics on the projects and an advance look of the creative for your viewing pleasure.

NHL “Center Ice” Television Spot
Enterprise Rent-a-Car first teamed with Schupp Co. in 2009 to develop a television commercial to maximize the impact of their NHL sponsorship in the United States and Canada. The spot has just completed production and is set to hit the airwaves in March 2010 on Versus, NHL Network and NBC NHL Game of the Week in the United States. In Canada, the spot can be seen on the CBC Network, Sportsnet Cable networks and RDS (French Canadian Broadcasting).

As you will see, the spot announces the new partnership between the NHL and Enterprise Rent-a-Car through a seamless integration of Enterprise Rent-a-Car brand equities into the adrenaline-soaked world of hockey. It also harnesses the passion of NHL fans and center ice excitement. This spot marks the dawn of an investment in and commitment to the NHL sponsorship to build the brand and support an American pastime.

Zamboni (:15)

NCAA “Road Trip” Print Creative
To activate their NCAA sponsorship package, Enterprise Rent-a-Car challenged Schupp Co. to concept and produce an NCAA Championship program advertisement. This newly completed ad will be inserted in all NCAA Championship programs for the 2010 season and work to support the league and encourage team pride.

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Profiling

Thursday, March 18th, 2010

Who is at the helm of Schupp Co.’s interactive department? What’s going on in the realm of online opportunities?

Well, here’s your chance to get the scoop on all that and more as we sit down and chat with Schupp Co.’s interactive design director, Chris Douglas.

We know your background is in interactive media and you started your career as an art director, but can you tell us a bit more about yourself and how you made the transition to Schupp Co.’s interactive design director position?

The funny thing is that I never had a plan to enter the advertising field. In school, all I wanted to do was make films and music. My first job was actually as a camera operator for a production company in Seattle, Washington. We documented concerts and sporting events. I had the opportunity to shoot artists such as Metallica, Kiss, James Brown and many more as well as sporting events like the X Games. It was an amazing opportunity, and I learned quite a bit on the fly.

How do you see your role as interactive design director impacting existing Schupp Co. clients?

So far, it has in quite a few ways. We’ve managed to create some great opportunities that weren’t present with some of our existing clients which have really helped streamline and manage some of the existing work we have implemented for them. We’ve also brought work in house that a few of our clients were outsourcing before. In some instances, it’s allowed us to close the communication gap and maximize a more comprehensive approach to online marketing for our clients.

What should all clients know about you?

I guess the first thing would be that I’m passionate about what I do. I think that this comes across to clients in our conversations, my detailed approach to projects and my willingness to work hard and get it done. Additionally, I’d have to say that I’m a storyteller at heart. In addition to the online realm, it’s what I love to do. I bring a “story telling” approach to all projects. Who are the characters? What is the setting? What is the interaction? It makes for a complete story when a consumer later interacts with the site. It makes the process more fun too!

As you know, implementing successful Internet marketing was once just having a Web site. Over the past few years, a lot of evolution has taken place in that regard. What’s your impression or opinion of companies seeking to reinvent their online presence in 2010, particularly when it comes to incorporating enhanced interaction?

Enhanced interaction is an interesting way to put it. In the past year there have been a lot of big steps in technical capabilities that have furthered online opportunities. This is especially true in looking at mobile devices, augmented reality and huge improvements in video integration-there are many options out there for clients. I think all of those things are great ways to enhance your online presence, but the biggest challenge is incorporating the right or best ones for your brand. There’s nothing more frustrating than seeing a company implementing a technology in an environment that doesn’t help them reach their goals. It makes me want to call them up and say: “Let me help you get on track.”

Tell me about a few examples of interactive work that you’ve found particular inspiring lately.

Quiksilver had a really cool piece on their skateboard site a few months back where a few of their prominent pro skaters rode out into the header of the Web site and skated on the graphic elements that made up the site. As they rode, some of the pieces of the site actually broke apart and pieces fell into place as other obstacles that they then skated on. It was a really creative use of video and interactivity. Even better, it was perfectly fitting for their brand and audience. It was also Directed by one of the greatest skateboarding legends, Natas Kaupas.

Do you have any recommended resources (sites, books, etc.) for those seeking additional information and looking to really enhance their understanding of how their brand can best leverage the online world?

There are certainly plenty of online publications out there and everyone has an opinion. I like to look at a lot of design forum and community sites. I think any creative would agree those are usually the first places that people go. If you’re interested in picking up a book, I really like The Smashing Book from Smashing Magazine out right now. It’s a must for any Web designer or developer. You can pick it up here: http://shop.smashingmagazine.com/smashing-book-intl.html

There’s really no “one size fits all” approach to online strategy, or any advertising strategy for that matter, however, do you find that there are common aspects that all companies should evaluate when seeking to fully leverage their brands’ online opportunities? If so, could you share a few?

I think the first thing most brands should look at is how are they driving traffic to their site. Are you currently using offline or online tactics to drive traffic? Are you using both? Should you be doing more? At the end of the day, optimization is a key component to any online initiative, and Schupp Company would be happy to assist you.

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