Sr. Analyst, BizDev & Strategy, Entertainment Company, Burbank, CA
Finance Mgr, Leading Movie & Entertainment Company, LA, CA
Corporate Financial Analyst, Paramount Pictures, Hollywood, CA
BizDev Mgr, Revolutionary Advertising Company, San Mateo, CA
Financial Planning & Analysis Analyst, Global Media Company, NY

From a Bewitched Darrin pitching creative in Manhattan to the ruthless competition among Mad Men on Madison Avenue, life at advertising agencies has been both lampooned and lambasted. What’s the real low down?

To find out, we chatted with Ryan Woodring, associate director of creative services at Publicis Modem & Dialog, a New York City digital ad agency with offices around the world. As a classically trained actor (a.k.a., an actor who can’t sing), Ryan received his MFA in Shakespeare and spent seven years in theater before deciding to be a writer. It was his day job temping that got him into the world of advertising, and he never left.

Ryan gave us the scoop on how to get a foot in the door at a big agency. Hint: Start with a “kick-ass” portfolio from a top school. Read on…


Staffing Creative Talent with Ryan Woodring, Publicis Modem & Dialog

Tell us about what you do at Publicis Modem & Dialog?

Working in creative services is all about resource allocation – staffing projects with freelancers or full-time candidates. If you need talent, I’m your guy. I work with the project managers on forecasting and planning, making sure everyone is utilized at their peak and billable.

About 10 percent of our work is done by freelancers, though that can expand or contract with the workflow. We do most things in-house with the staff we have. Right now I’m trying to hire full-time candidates—copywriters, art directors, designers and flash designers. These are new positions, not backfill, because we’re growing.

How did you get interested in brand marketing/advertising, given your theater background?

I had been acting for a few years and was going to try writing a manuscript. I didn’t want to wait tables to make money, so I began temping. I started in accounts receivable at BBDO Worldwide, one of biggest ad agencies in the world, right around the time when some of the big names in the business were all walking the halls there. I worked my way up from accounting to floating secretary, to creative services. And now I’m living the dream.

What are the pros and cons of working for an agency?

The pros are: No two days are alike. The cons are that there are no two days alike. You’re always thinking on your feet. Agencies make solid plans, and God laughs, and everything changes. You have to come up with clever and affordable ways to meet deadlines every day. Client services is exciting, but it is most definitely a fast-paced industry.

For any given project, you start with a timeline, and it changes four to five times, and the deadline always creeps closer. You have to find that exciting. You also need to be flexible, have a good attitude and a protestant work ethic. There are long hours and surprise work weekends. But along with that comes all the creative stuff—like a game room with Wii, a margarita machine, SuperBall fights, etc.

Do you see yourself moving to an in-house creative team or going freelance?

When you’ve been in the advertising business long enough, there’s a lot of floating from the agency to the client side, then back again. I see the attraction, because it’s always good to see things from the other side. I wouldn’t go freelance, though, because I like getting my teeth cleaned on the company dime.

What’s the job market like for young professionals interested in this line of work? Where are the best opportunities, and what are the most highly valued skills?

The market is tough right now, with a ton of existing talent looking for work. So I can see how it appears intimidating to someone fresh out of school. But anyone who has good conceptual chops has a good chance of making it in advertising. You have to have a kick-ass book [portfolio] when you get out of school and be hungry. Work your ass off now, and the money will follow.

If you’ve grown up with social media and the Internet, you’re more focused on the digital world, which is good for my company. We work across the full array of digital and direct channels. Top notch flash designers are always a challenge to find, so if you have those skills you will always be in demand. We specialize, as we are a deep digital shop, but general agencies use people who are more of a hybrid between Flash motion and traditional art direction.

What advice can you give job seekers looking to get a foot in the door at a New York agency, especially if they’re recent graduates with limited experience?

Internships always help. You have to work with people, pay your dues. Learn to network as early on as possible.

Getting an internship depends on a number of things: the quality of your portfolio, what school you went to, what kind of placement network they have, and what kind of relationships they have with agencies. It also helps to find out who you already know in the business, so they can walk your resume around. With the amount of competition out there, it helps to have your resume not go in cold. But talent always wins in the end.

Where are the best training grounds for the top creative agencies?

My favorite creative people are those who did not start out in advertising. They’re in liberal arts, philosophy or religion, or clown college—any number of interesting walks of life—something from a broader background. You bring all that into your art. There are some good portfolio schools, but if you go the fine art route, you can always move into advertising.

What’s your ideal job, and how will you get it?

I think I already have it. I get to work with good and talented people. And I get to help talented people get work.

Advertising brings together some of the most creative, funny people I’ve ever met. I spend two hours a day on the bus each way with my laptop using a Sprint wireless card for the privilege to be in this business. I couldn’t do what I do in any other city. I love advertising.

Do a Doostang Q&A and get one month, Free. Email us today with your interest.

The Doostang community has positions for talented folks at all levels. Check out our jobs for interns, account executives, directors and creatives at agencies and in–house shops from New York to San Francisco.

Whether you’re into copywriting, designing, programming or producing–across media channels–your creative career will take off when you leverage your Doostang network.

Team Doostang

  • Share/Bookmark

Tags: ,