Earlier this quarter we were assigned to conduct a social media audit and conversation analysis for a brand of our choice. Naturally, my group and I decided to choose Tillamook Cheese, based on the fact that we are all generally interested in consumer goods PR and wanted to help out a local brand. It just so happens that my dad, John Russell, is the Senior Director of Marketing for Tillamook, and I have worked with the marketing team before on some freelance projects. These connections allowed us to work directly with Tillamook to determine what they would find the most helpful regarding their social media practices. Gillian Kennedy, Tillamook’s Internet Communications Manager, pointed us primarily in the direction of Pinterest and Instagram, since they are the newest social media channels that brands are utilizing. We analyzed those two channels plus Twitter and Facebook to give us an idea of Tillamook’s overall brand appearance across different social media platforms.
My dad has always been an inspiration to me. He is hard-working, kind, intelligent, outgoing, charismatic, funny… everything I aspire to be and so, so much more. His lecture exceeded my expectations and offered so much wisdom for young people to follow… I’ll summarize some of his points now.
1. Work comes first, client comes second, you come third.
2. Dan Wieden doesn’t worry if he’s going to succeed or not. Bad clients want bad work.
3. Make work that is honest, real, and focused (fun helps).
4. Strategy is execution.
5. What would Dan Wieden wear?
6. How to break into the biz: Build your resume (make yourself unique), connections, luck, interview and be prepared and be special, use your Internet/technology advantage, take whatever job is offered to get in the door, get in a name agency and/or on a name brand ASAP and work your butt off.
Thanks for everything, Dad.
1. Look good, feel good, do good.