Baby Names, Holy Toast, and Interns

When Melissa Heuschkel gave birth to a little baby boy, she struggled to find that perfect name. So, naturally, she did what any sane parent would—she sold the right to name her child on eBay. I have a feeling little “Golden Palace Benedetto” (the $15,500 name given by Golden Palace Casion) is not going to be too happy with Mama Heuschkel when he grows up. But while eBay has a myriad of bizarre auction items that often leave us scratching our heads, item #270392380113 might top the charts.

On May 19^th, world-renowned advertising agency Crispin Porter and Bogusky opened the bidding on item #270392380113—40 of their summer interns. The prize package included a creative presentation developed by the interns over a three month period consisting of strategies, recommended brand positioning and concepts; everything but production or finished advertising material. The auction started at $1, and by its close on May 27 the Oregon electric motorcycle company, Brammo Inc., won the bid for $17,655, a sum to be divided evenly amongst the interns.

Now wait a second. Auctioning off intern labor? That just doesn’t sound right. Maybe it’s the protective intern side of me speaking here, but the 1600s and Slave Trade kind of come to mind. It’s degrading enough having “Intern” as your alias all summer, now Crispin’s equating their interns to just another wacky piece of Virgin Mary Toast sold on eBay? And when the going rate for an intern is typically a John Hancock on a form granting college credit, why would anyone fork over $17 grand for intern work? However, unlike an auctioned piece of “Britney Spears gum” which you can put in a plastic box, place beneath your “Baby One More Time” poster and stare at (classy…), buying a batch of 40, well qualified, CP&B interns was actually a smart move for the young company.              

A typical intern strategic plan probably falls in the price range of “lucky to even get looked at”, but when it’s the product of interns working at the birthplace of the Facebook Whooper Sacrifice and the infamous Whooper Freakout, there is some serious added value. The auction’s success can be attributed to the fact that eBay newbies CP&B have successfully branded themselves as creative masterminds and left the rest of the advertising world thinking, “Dang, I wish I had thought of that.” The “Intern Auction” has generated a huge amount of buzz for the agency in the news and across various social media outlets—a beautiful thing in advertising.

Brammo Inc’s “Intern Auction” win has also landed them a lot of publicity.  Not only has this young electric motorcycle company captured the attention of the motorcycle inept, like myself, they’ve got us hooked, constantly checking their website for updates on their new intern advertising. Although initially $17,000+ sounds like a hefty price to pay (well maybe just for someone making $0.00/hr), it actually only amounts to about $1/hr. When you can’t afford a Whopper, 40 Whopper Jrs for a fraction of the price is not a bad trade off. This is a great start for a company searching for ways to gain more creative exposure.

As an intern at CP&B I’d be ecstatic. Not only do they have the opportunity to work on an important summer project, they’re generating their own personal exposure and at the end of three months pocketing a solid $465 extra (looks like the starving college student might actually be able to eat one month). 

But while many summer interns, like myself and the other fabulous BG interns, are not getting auctioned off on eBay to create high profile strategic plans, I’m finding that the jobs we do are no less important. Its exciting to see how our research gets transformed into a brilliant creative campaign, or how wheeling around a candy cart on a Friday afternoon can provide the needed sugar rush that sparks the next idea behind an ingenious new client pitch (…at least I’m going to imagine that’s what happens).

Life Lessons as a Professional Intern

Bailey Gardiner is my third internship, making me quite a seasoned intern.
My first internship was through my college, good ol' Fitchburg State. I worked for a commercial photography studio that I will not name but check out his work here. Sounds cool, which is why I chose the major when I was 17 and fresh out of high school, but by the end of my semester long internship, I decided that was the last thing I wanted to do. Considering I had just spent 4 years studying commercial photography, I was kind of pissed by the revelation. The internship consisted of me working 8+ hour days, 5 days a week, with the photographer in a large one-room studio. My first day I was given a tour and then my first task which I was to perform daily... making coffee. Yes, it was cliche but that was my job as an intern. The photographer's specialty was taking photos of humidifiers and crockpots for the packages they come in. Sounds exiting huh? Actually on the days we had crockpot shoots, there was a food stylist and graphic designer that would come down and watching them work was pretty cool.
So I graduate college and drive out west and think back on my college days. I had an aunt who worked in Public Relations and I always thought her job was pretty cool. I had also taken some PR classes and had done really well in them. So I started looking for internships in PR since I felt I didn't have enough experience to get a real job.
My second internship was at La Jolla Playhouse. I was thrilled to be working in a real marketing department. The Public Relations department was 3 people and 3 interns. I really didn't know what to expect especially since I knew nothing about theatre. It was definately a learning experience, and I was able to attend alot of free shows, free parties and meet David Bryan & Richie Sambora of Bon Jovi! Plus I loved my boss and still keep in contact with her. The only complaint was there was not much for me to do. I was handed alot of tedious jobs, which I have to somewhat expect from internship work, but I didn't learn much from alot of it. Eventually, I was promoted to a paying position while I worked there, then the economy tanked and the Playhouse had already finished their busy season... so basically I wasn't needed. :(


SO now I am here at Bailey Gardiner, my third and hopefully final internship. Not that I don't LOVE it here, but this working for free thing is getting old :) This one is by far my favorite internship. Here day-to-day I actually have alot of work to do, which is awesome. Seriously, the worst feeling is going into your free job and not having anything useful to contribute. I work on alot of different accounts instead of just one (Playhouse) and I am not alone with one other person all day (photo studio). I am learning valuable industry info (social media trends) from people that know their stuff. I get to work with the other totally awesome interns in this fun & creative environment. PLUS there are occasional doggies roaming around the office, lots of interesting clients to learn about and tasks that actually make me use my brain. After all these experiences, I think I have finally found something that I want to do. This job is always changing. There are always things to learn, people to meet, things to do. I think back when I was 17 and chose Commercial Photography as my major, I was looking for something that I wouldn't get bored doing day-to-day & that I would enjoy doing. Something like working in PR.

Living In A Twitter World

Twitter is everywhere. I can hardly get through a day without hearing about the quickly growing social networking site. I’ll admit I was extremely skeptical of Twitter. I didn’t think it had anything to offer me. I envisioned tweets about what people ate for lunch and updates about their errands. I do not care. I signed-up after interviewing at Bailey Gardiner and learning that many in the office actively tweet. I figured even if it proved to be utterly boring and pointless, I would at least know what my potential boss had for lunch and that might be more than my competition knew. Let’s just say I was pleasantly surprised.

I gained insight into the company I wanted to work for. I learned what Jon, the CEO finds interesting, who he is meeting with and what he does on the weekends. I learned what Indra, the COO is involved in, what she views as important and where her favorite restaurants are. I gained a personal perspective on those who make Bailey Gardiner the successful company it is. Twitter brought me beyond the Web site, beyond the company blog. It brought me into their dialogue.

I strongly advocate job hunters using Twitter to learn more about the companies they want to work for, gain insight into their industry and become a part of their conversations. This in turn means that companies must view social networking as a necessary competitive advantage.

I have been thinking about this a lot in the past week. I mentioned Starbuck’s in a tweet and received information on 20% off. I tweeted about Clif Bar and quickly heard from someone who reviews energy bars.

Then, I opened the Union-Tribune on Sunday to find an article regarding travelers using Twitter to air complaints, get better customer service and learn about exclusive deals. Needless to say, I added Virgin America, Travelocity and others to my feed. If I can tweet a complaint about not sitting next to my hubby on a flight and get it fixed quicker than if I went to customer service, why not?

Yesterday, I opened my email at work to find some great articles passed on to all of us from Jon highlighting social media. It was impossible not to connect the information to Twitter. The Center for Media Research found that 72% of American Internet users trust online opinions. This means that “Consumer Generated Media” like that found on Twitter is critical to a company’s success or failure with those connected. Even more, a Razorfish study found that people are influencing each others' decisions online whether or not they are conscious of it. Companies beware! People are talking about you and others are listening!

I know I am listening. I now go beyond a simple Google search of reviews on a particular product or company. I look on sites like Twitter or Facebook to learn more. Companies can no longer tell an unsatisfied customer to f-off. The customer now has a very public forum. Take the recent guitar debacle with United Airlines. The Airline broke a guy’s guitar. He witnessed his fragile cargo being thrown and smashed. After complaining, filing a damaged goods report and getting only a “yes, we are responsible, but we will not reimburse you,” the guy wrote a song. He wrote a song about how much United Airlines sucks entitled “United Breaks Guitars”. He posted it on YouTube for the world to see and now it has almost 2.8 million views to date and a five-star rating. How did I learn about this story? On Twitter, of course.

United is now listening and so should everyone else. Social media can no longer be an afterthought whether you are a job seeker, a company or someone wishing to air a complaint. Social media connects everyone with real world conversations in real time. Use it and use it well. People are listening.

East Coast versus West Coast, beyond the rap rivalry

I have been happily interning at Bailey Gardiner for the past month and a half. Originally from New Jersey, I decided to take a leap across the country a few months ago after a friend suggested that I sublet for her in San Diego while she was away. “Why not?” I thought. “I’m still young and ready to explore!”

While the agency experience has been very exciting in allowing me to work on public relations for multiple clients, I also find it thrilling to compare the west coast work environment to my home and previous east coast work experience having been in-house at a hospital.

The idea of looking at the east coast and west coast first came to me after a long car ride the other day. It dawned on me how California plays a whole lot of 2Pac! I realized I was just used to being in B.I.G. turf. Nothing like the little east versus west rap rivalry to remind me of the inherent differences that the coasts really possess.

Work dress attire is one area that I am seriously struggling with as a novice west coaster. Gone are the days of black, black and more black, pearls, pencil skirts, ironed collared shirts, plaids and pointy closed-toe heels. And welcome to the land of colorful sundresses, funky necklaces, minimal makeup, open heels and casual airy attires. Californians are incredibly unique in their clothing, picking up pieces everywhere and effortlessly fusing them, and I really admire this. However…this has also been a much needed smack down on my wardrobe, although I’m not complaining. I’m simply embracing the challenge of dressing creatively and not limiting myself to the basics that the east tends to stay true to.

Another observation includes my own need for speed. As a born and raised New Jersey girl, I am used to talking very fast and trying to cram as much as possible into my days. I have been brought up as being always on the go and working, working, working. This has been a big contrast to the relaxed and laid back approach of Californians. While I am absolutely certain this environment is better for my health (I don’t drink nearly as much coffee as I used to and feel off now without yoga) it has taken me a little getting used to to actually ssssssllllloooowwww down and smell the roses. I have noticed that I’m much nicer though when I can really enjoy that single cup of coffee and can talk for a few minutes to a friendly co-worker. And that urge to lay on the horn when the inevitable man in the huge Ford truck cuts off my itty bitty Civic? No worries, really nipped that in the butt too.

Overall though, since employees at the agency range from both coasts, the environment hits the perfect chord. Everyone can learn something if they’re willing, which makes this experience a great and worthwhile one just as it is. The saying “Unity lies in diversity” comes to mind and I couldn’t agree more.

I am not a morning person

Morning people baffle me. I've come to accept that I am now... an adult, but the concept of leaping out of bed in the morning and welcoming the day, eludes me. I have dealt with the "finding a place to live" thing, the "grocery shopping" thing and even the "paying the bills" thing, yet I can not seem to figure out how to not press the snooze button less than 3 times every morning.
Through out my college days and even now, I pay my way by waitressing. It is perfect for me. My earliest shift is at 11am, and even then I complain about having "to open tomorrow." Consequently, due to this chosen profession, all my friends are servers too. They are enablers for my staying-up-too-late habit. The only time to hang out is after a shift, and because of that, to this day, going out before 10:30pm seems way too early and strange.
As far as classes went during college, I always managed to schedule them starting at 11am and ending at 3:30pm, and only Monday - Friday of course. But once in awhile I could not avoid that one class that was "required to graduate" that always seemed to land at 8am. I took Speech, Psychology and Health & Fitness, all at 8am. That's right... my college required gym class to graduate. It was torture back then, but really all I had to do was climb out of bed, stumble across the quad without fully opening my eyes. This was all perfectly acceptable at 8am on campus. But now as I get a handle on this morning thing, I have realized, not only do I have to open my eyes fully and get dressed, my brain has to work as well. So what has growing up taught me lately? I love coffee. Can't get enough. And that little personal coffee cup brewer thing we have in the kitchen... is totally awesome.

I Heart Clif Bar

One of the beauties of interning at a creative advertising agency (no, that’s not a type-o, I did just use the words “beauties” and “interning” in the same sentence) is not only gaining insight into agency logistics (“out to lunch”, “away from the desk”, and “in a meeting”, are proper phone etiquette for, “I really don’t want to talk to you right now”), but also learning about the companies BG works for, and the ones they would LOVE to work for--Clif Bar is one such company.

My first experience with Clif Bar was during early adolescence. I loved eating Luna Bars, but a warning from a friend abruptly halted my consumption--one bite, I was told, and I’d be dancing naked in the moonlight just like the picture on the wrapper. Now, as a student at the University of Colorado, Boulder (aka mountain man/woman capital of the world) I see lovers of Clif everywhere, and have revived my affection for them. (I’ve also since witnessed that naked moonlight dancing is only fueled by the bar, while a serious lapse in judgment concerning alcohol consumption is the actual cause). I find Clif Bars absolutely delicious, but even more satiating is the man and company behind them.

Imagine being on a 175 mile bike ride (no, those of you who consider pushing the button on the coffee machine your workout, you are not exempt from this fantasy), and even worse than the burning sensation in your legs, is the fifth God awful energy bar you’ve barely managed to choke down. It was the pain of eating distasteful energy bars on an epic bike ride that inspired Gary Erickson’s entrepreneurial genius--invent a product that athletes actually enjoy eating, not something that looks and taste like Grandma’s surprise meatloaf. Within a few years Clif Bar was born! The energy bars were such a success that in 2000 Quaker Oats offered to buy the company. BUT, unlike the competition, Erickson listened to his conscience and turned down the deal, unwilling to let go of the intimacy his private company shared with its consumers.  

By identifying the importance of close costumer relations early on, Erickson was able, and continues to, grow his company into much more than a nutrition bar manufacturer, but rather an innovator in healthy living. The company focuses on five aspirations: sustaining the Clif business, brands, people, community and planet. Clif Bar sponsors over 2000 athletes, both pro and amateur (a great attitude is their primary criteria). Not only do they show support through sponsorship, but they also provide encouragement through their “Pace Team”--a group of skilled runners who run side-by-side with all levels of aspiring athletes to keep their spirits boosted and legs moving during races.

Every Thursday meeting the staff shares an “Eco Minute”--information about ways to incorporate more environmental practices into their lives. Apparently these minutes are adding up because Clif Bar’s list of ecological innovations is endless. They fill their trucks with biodiesel, have boxes made from 100% recycled materials, are launching programs like the Wrapper Brigade--a call to reduce the number of energy bar wrappers ending up as landfill--and partnering with numerous organizations also committed to maintaining a healthy planet. In addition to these achievements, Clif Bar works with bands to make their tours greener (such a cool idea!), and involves their followers through programs like the 2 Mile Challenge (a personal favorite). It often goes unnoticed that almost half our traveling happens within 2 miles of our homes, and most of us take the LONG trek by car (myself included). Thus Clif Bar has proposed this challenge: once a week, replace a trip under 2 miles with a bike to help combat climate change. I’m always down for a challenge, so I quickly map quested the distance from where I’m living to work…1.5 miles guilty as charged...and decided I’d try biking the next day. THEN I remembered that my sweet (sarcasm) 1980s road bike was still in Colorado, nursing its wound after an unfortunate back wheel bike theft incident (darn those college kids and their twisted humor). Teetering on the edge of surrender, I suddenly remembered that I have legs, and used them to walk to work the next day. It was lovely! I had a few extra minutes to make an early morning phone call to Mom (brownie points), felt wide awake by the time I got to work, and I was in good spirits because a) I didn’t have to use the pepper spray my dad made me carry and b) I helped fight climate change.

A quality I admire most about Clif Bar is the brand’s dedication to not only making delicious bars, but making them the right way, through the use of organic foods that provide nourishment to people and the planet. I love their food philosophy--if it’s made right it can make the world a better place.

What more could one company possibly do to make the world a better place? How about launching Project 2080. 2080 is the number of hours one full time employee works in a year, and it is also the amount of time the Clif team donates to volunteering every year. Wow. Selfless comes to mind.

Erickson’s philosophy of “doing good things for life” is especially reflected in the healthy environment he has created for his employees. Employees can bring their children and dogs to work and have access to concierge services. The company also has a high quality fitness center on site that offers free exercise classes, personal trainers, massage therapists and nutrition counseling! Employees are encouraged to use the facilities and are even given a half-hour of paid time to workout everyday. Not saying I don’t love the occasional lunch break adventure with Ad Intern 1 to Hillcrest 24 Hour, BUT how cool would an onsite gym be! Speaking of creating a healthy environment for your employees...is now a good time to inquire about buying some cots for nap time...

Erickson’s ownership decision, though seemingly risky, allowed Clif Bar the freedom and ability to set goals the company is passionate about, goals void of dollar signs. How refreshing. But even cooler than that, is how everyone in the company plays an integral role in accomplishing these goals. Through their achievements Clif Bar has demonstrated that greatness can be achieved no matter the size of the company. Initially my dreams had me focused solely on working at a big time ad agency, but after learning about Clif Bar, I’ve decided that rather than fixate on making it to the top of the Ad ladder, I want to find a company whose goals and interests are inline with my own. Although I’ve only been in the M-F 9:00-5:00 work world for a few months now, I’ve discovered that your job is a huge investment. Oftentimes it keeps you separated from the things you love--family, friends, or maybe even your little 12 year old blind Chiwawa named RayRay (shout out to my intern bud)--why not find a place that lets you do the things you love all day. Find out more about this cool company at www.ClifBar.com, and my other favorite company at www.baileygardiner.com.  

 

Invitation Only

As an intern, being included in a meeting is like attending an exclusive red carpet event. You are usually not on the invite list and if you actually do get through the doors it is just to handout drinks. Unfortunately, there is no leftover bottle of Vodka in the office to sneak sips from after you have been “excused.”

Last week, against all odds, I made the list. With a huge grin, that I tried to downplay, I accepted the invitation. Wow. Not only was I invited to a meeting, but I was invited to a meeting OUTSIDE of the office. What a day!

The invitation also included free admission into the San Diego Museum of Art. Not a bad location to get the creative juices flowing for an internal meeting. The topic: How to show the community that SDMA is everyone’s museum, that the art is their art and that it is home to some of the best art.

Those of us at Bailey Gardiner realize the personal connections that can be made with the art housed at SDMA, just like others who enjoy the Museum. Now we BG must find ways to attract novice museum visitors and maintain those who have made the initial connection at SDMA.

I found my connection at the Richard Avedon: Portraits of Power exhibit. Looking into the faces of those who have influenced America and the world over the past 50 years gave me Goosebumps. Avedon’s ability to expose human emotion through photography is captivating and thought provoking. I don’t think visitors to the exhibit could leave without wondering what their own Avedon portrait would expose.

Making my own connection with the art at SDMA has left me excited for others to form theirs. Bailey Gardiner introduced me to My Museum, My Art. Now, let us introduce you to Your Museum, Your Art.

Your invitation is waiting at the San Diego Museum of Art.