Is it “know who” over “know how”?

August 13, 2010 by Jon Finkelstein

It’s often said that advertising is a business of relationships. You know what I’m talking about. It’s not always what you know, but who you know that really matters. This is especially true about getting on pitches. Tell me it doesn’t help when you know the brand manager running the pitch. Right?

Same is true about when you’re trying to get a job in advertising. I know I personally shook the trees with everyone I knew who had even the remote possibility of knowing somebody who knew someone who worked in advertising. I guess it worked for me.

It also worked for Alex Bogusky.

I was reading the latest issue of Fast Company yesterday. And was amazed to find out that Alex got his big break at Crispen Porter because his dad was friends with Chuck Porter. (Maybe I’m late to the game on that tidbit.) But it did make me wonder. What would Alex’s career have been like without that contact? Would he be the advertising god he is? Would he be a household name? Don’t get me wrong; he would have been a superstar regardless. I just wonder to what degree.

Controversial questions to be sure. But it just reinforces even further that “it’s who you know” in advertising that can make or break your career.

8 Comments

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8 Comments on "Is it “know who” over “know how”?"

Brook Johnston
August 13, 2010 @ 10:15 am

Yup, you’re only as good as the opportunities you are provided with from the people willing to give them to you.

Kind of like the book Tipping Point by Malcolm Gladwell….every success story had critical helping hands/factors that made it possible to get there.
Jim Hall
August 13, 2010 @ 10:21 am

Gotta know your stuff and its a huge plus if you also have a strong positive personal contact.
Tweets that mention Is it “know who” over “know how”? « Big Orange Slide -- Topsy.com
August 13, 2010 @ 10:28 am

[...] This post was mentioned on Twitter by Grip Limited, miranda. miranda said: Today on the Slide: In #advertising Is it “know who” over “know how”? http://bit.ly/akW4WO [...]
Beau Turner
August 13, 2010 @ 11:53 am

Not only can the right people help you move forward in your career but they can also give you the right motivation and guidance to keep you excited enough to keep going. Those in my mind are the right people to know.

Know how comes with time and practice, which can be grueling or uplifting depending on the people you know and work beside.
Anthony Kalamut
August 13, 2010 @ 12:19 pm

Before he returned to south Florida to work with his fathers studio… he was surfing/windsurfing at super high competitive level… add to that his daredevil motocross national championships… I believe we would likely be playing XBox BoguskyFreeStyle or PSiii Bogusky XGames23x

Just saying.
Liam Mooney
August 13, 2010 @ 4:13 pm

Jon,

This post is especially timely for me! For two reasons:

1. I had read this same piece from Fast Company over the weekend.

2. I am/have been looking for an “in” at an ad agency for a couple of months now as a jr. copywriter or intern.

My blog which documents my hundreds of unsolicited applications to ad agencies is here http://www.liammooney.wordpress.com

I systematically write tailored letters to agencies asking for an opportunity and while I am constantly told that my writing style is great and that my spec ads are funny, and spot on, in the same breath I am told there is no room or simply that they are not hiring.

I have carefully crafted a resume and cover letter worth reading, started my own spec ad portfolio, have lots of interesting experiences, have a start up marketing company, and contribute to ad blogs like this one all the time with my thoughts.

I am passionate about the industry and it seems that because I do not have a degree from the Miami Ad School (I got mine at Trent University) or because I do not know Hal Riney or George Lois I cannot get in.

My adventures have put me in personal contact with some of the biggest and most interesting names in advertising. Many of whom I know write to personally and share ideas and challenges with.

I have only had one breakthrough, and that was with Saatchi & Saatchi where I am now doing some freelance copywriting.

It’s funny, Grip is actually one of the agencies I REALLY want to work for. In fact I have even offered to work for free!

On the Bogusky side of things, I was amazed to hear from his former employees and staff. He really didn’t rub some people the right way. He came off as a major d-bag.

More seriously though, I was surprised too to find out that he got into the industry the way he did.

In many ways it is about who you know. Often in my search people have written back to me and said “look, we aren’t hiring, but I think you’d be a perfect fit at X agency. Write to XXXXX person and tell him/her that you know me and we will go from there.”

A friend of mine who graduated from Trent with me was an international student from the Ukraine (saying that always reminds me of that Seinfeld episode, you know which one). He is now living and working in Canada on a two year VISA issued to all foreign nationals who obtain a Canadian university degree.

In his search for a job (which just ended) he constantly lamented to me about how Canada was all about who you knew rather than merit. This guy has lived all over the world too, he’s worked in London, Kiev, Copenhagen, Wolfsburg (Germany for guess who, VW), so he’s been around the block.

He constantly hit walls here no matter how great his CV was. Then he started mining the alumni network at Trent University (under my advice) and shortly after he was hired as a business consultant for a major Toronto firm starting at $53,000/year + bonuses.

Not a bad start.

Now I know the Bogusky story, my blog and my friend’s tale are all anecdotes and not necessarily the flat out truth, but as a guy with talent it certainly feels that way.

On the outside looking in,

Liam

Also, Stuart Elliot from the New York Times (who you should all subscribe to if you don’t already) wrote about Bogusky as well, here is the link:

http://mediadecoder.blogs.nytimes.com/2010/07/01/bogusky-creative-ad-star-is-leaving-advertising/
Jonno
August 13, 2010 @ 6:25 pm

Hey Liam.

Nice post. Thanks for taking the time. Drop me a line next week and come in for a coffee. We can have a chat.

Jon
Corey Dilley
August 16, 2010 @ 10:35 am

I agree that who you know is damn important, but it better be backed up by what you know. Your reach is extended by networking, but your reputation is built on knowledge and experience. Both are of great help.

Having a frat buddy tell the manager at Google that you can drink him under the table isn’t going to get you 6 figures.