Taylor Snyder, ladies and gentlemen. And for those of you that don't know, this young gentleman is a former Minneapolis Egotist contributor.
We'd love to take all the credit for his creative genius, but we can't.
How do you think you approach your job differently than other people?
"From what I’ve seen, every creative has their own way of going about their work. Some attack it full force, writing down every idea that comes to mind. Others dive deep into the research to find interesting nuggets. And many absorb then forget to allow their brain to simmer the creative problem before attacking it fresh. So, I would say that most creative people approach their job differently from one another.
Yet for me, and I’m sure a lot of people say this, I think what makes me a bit unique is I’ve always been out to get to the best creative idea possible. I don’t care if the seed of that idea comes from my partner, the other team, myself, or the account manager. My only interest is in making the best idea come to life and get sold through."
What kind of accounts/projects do you currently work on?
"Currently, I’m working on finishing up the TV work for Arby’s new brand campaign launch, developing ideas for what H&R Block will stand for in 2015, and doing some fun OOH and print work for various clients."
What's the best advice you've ever received?
"I would say there are three pieces of key advice that I have tried to live by. (None are exact quotes, but they're close to what I remember.)
The first, from Tim Brunelle of BBDO MPLS, was, 'In many ways advertising is a strategic game. Always think ahead and plan your next two career moves.' By this he meant to find your top desired agency. If you can’t get in there, find out where most of the creatives came from and work there. Eventually, you will get to where you want to go.
The second, from Brian Collins of Collins, was, 'Never seek to work on the brands that get it. You’ll simply be making more of what everyone else makes. Never seek out the brands that don’t get it. No matter how great your creative, it will never see the light of day. Go after the brands that don’t get it but desperately want to. That is where you can affect change, create work the world has never seen before and stand out.'
The third, from Nancy Rice, was, 'The creative world is incredibly incestuous. Never burn bridges.' This is pretty self-explanatory and one of the most important pieces of advice any ad person should live by.
What gets you excited to come to work every day?
"Honestly, being creative every day and solving business problems. I’m a weird creative that loves both the creative and business side of each problem equally."
What has been some of your proudest work?
"From the stuff that's out in the world, two of my favorites have been the mobile app that I developed for Sam’s Club back when we were all still on the iPhone 3G. It was built on a strong foundation of organic consumer patterns and is still in use and being built on top of today. The second would be the Target Canada Website. It was the first time the retailer launched a site in a foreign country, and, with offering absolutely no e-commerce, we were given a chance to build a rich, fun platform that simply told the Target story. Yet, I am most proud of the Arby’s brand work that I’ve had a hand in and will launch very soon. Keep your eyes peeled."
Who is one person who has helped you get where you are? Or, one person you really look up to?
"I think it's hard to pinpoint only one person because, in the ad world, it really takes multiple people to get you where you want to go. I would say a few key people include Nancy Rice for mentoring me during my education, Ed Huerta and Kathy Umland for taking a chance on me and guiding me at their respective agencies, Susan Arens and Jan Jancourt for giving me a strong foundation in design, and a shit ton of creative directors and partners who have pushed me to push the envelope on each assignment."
Anything you want to say to the Minnesota advertising, PR, marketing community?