As advertising students at the University of Oregon, we are constantly urged to think about, draw, and evolve our creative process. Naturally this line of thinking got us wondering about the tools that facilitate and inspire creativity. As creative thinkers, we surround ourselves with tools, be they objects or tools manifested in the company of good friends or comfy clothes. We were interested what the purveyors of ideas considered to be their ten essential creative tools. We wanted to know what was on their desks, in their backpacks, and fridges. For this book, we interviewed three categories of people in the idea industry: advertising students, professors, and professionals from various agencies. We asked them to briefly describe themselves and provide their ten “Tools of the Trade.� With their responses, we hope to show a new side of the creative process—the one aided in large part by their tools. Austin Powe, Jennifer Adler & Hannah Tabor
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Tyler Carrington Aspiring copywriter I am a co-director of Ad Society. I am currently working on a few One Show Collegiate Competition submissions. just finished a Nike Digital Campus Challenge, still waiting to hear back about the results. I am also working on a campaign on behalf of Sasquatch agency for Kona Brewery. Attempting to build up my portfolio, and apply for summer agency internships. Finally, I am trying to finish up a documentary for the Oregon Daily Emerald about the Eugene Hip Hop scene.
1. Small notepad 2. Blackberry phone 3. Extra fine black Sharpie 4. Mechanical pencil 5. Snacks on snacks 6. Perspective 7. Canon 60D DSLR 8. Mac Book Pro 9. Adobe CS5 10. History
Students
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Julianne Rowe Account Manager, Creative Strategist, and Public Relations Professional I’m a curious and creative Public Relations and Advertising major with a Communications minor at the University of Oregon. I’m currently the Social Media Strategist at the Broadway Inn, a Co-Director for Ad Society, an Account Executive for Allen Hall Public Relations, involved in PRSSA, on the PR, development and event planning team for Ethos Magazine and a Public Relations Intern for UO Conflict Resolution Services. On top of it all, I also work for Abraham Harrison, a digital public relations agency, as an Online Analyst and a blogger for Marketing Conversations and Business 2 Community.
1. My laptop 2. My cat 3. A blanket 4. The internet 5. My favorite pen 6. Paper 7. Something to munch on 8. Comfy clothes 9. My phone 10. A comfortable environment
Students
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Kelsey Wilkins UO Advertising Student First and foremost, I’m a student but if we’re getting technical job-wise I am the creative director of the Talk campaign in Allen Hall Advertising and the Director of Advertising in Flux Magazine. I am a senior and I’ve been involved in the advertising program for four years now (I guess technically two when I was accepted into the Journalism major and declared advertising...).
1. Skinny Staedtler graphic design pens 2. Moleskine journal 3. Poetry books 4. Music 5. Friends 6. Computer 7. Images 8. Baoding balls 9. Tea. Not coffee, tea 10. Post- it notes
Students
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James Mueller Copywriter [and eventually, Creative Director] Last year I was a copywriter in AHA, doing advertising for the Lord Leebrick Theatre Company and the Department of Landscape Architecture, where we made posters and a Culture Book (respectively). This year I’m AHA’s Director, essentially advising everyone in AHA on all of their problems and guiding the overall direction of our brand and organization.
1. Coffee 2. Music 3. Food 4. A desk 5. Colored pens 6. Paper 7. Computer 8. Video games 9. Feedback 10. Time
Students
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Chelsea Coleman Account planner/strategist with a mix of digital/social manager I joined AHA last year as an intern and am now currently on the exec board as operations director. Last year I also traveled to New York City for the NYC experience. It was one of the most amazing experiences in my college career. Just to have the opportunity to visit these agencies, make connections, network, absorb the culture and really shape what I want to do in the advertising world. All that makes me super excited to go again this year. I’m also on ad team doing media for our client Nissan and we’ll be traveling to Boise to present to the client in the spring.
1. My MacBook. A.k.a. my right arm 2. My iPod/iPhone/iTunes 3. A set of fine tip pens with every color 4. Idea book. Notebook. Paper 5. Coffee (preferably with hazelnut flavoring) 6. Smackers watermelon Chapstick 7. Gum. Snacks. 8. Well lit work space 9. Headphones 10. The Internet
Students
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Nickolaus Sugai Writer Associate Creative Director at Allen Hall Advertising / Writer on NSAC Ad Team / 2012 Oregon Addy Winner
1. Coffee 2. Macbook Pro 3. G2 Pilot .07 Black Pen 4. Large Grid Moleskine 5. Small Pocket Moleskine 6. iTunes Playlists 7. iPhone 8. Chocolate Milk 9. Designinspiration.com 10. Vimeo.com
Students
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Dave Koranda N.W. Ayer, Disrupter of Education (in positive terms) I studied business and advertising at Wilkes University and then went to work for architects in Manhattan as a paid intern for four months and they wanted to send me to grad school. And then I went down to NW air where my brother was a writer and thought this is where I should work. Originally I was going to be a writer, and then I started to figure out that it was probably the least creative and needed the most creativity lent to it. Then I went to Los Angeles, to San Francisco, then back to LA and then I decided to come back to school and a friend of mine said if you want to study advertising you should go to the University of Oregon. I studied with Dr. Winters and the guy was brilliant and I began to realize how much this could change.
1. Audio recorder 2. Iconic tools 3. Macbook Air 4. iPhone 5. iPad 6. Macbook Pro 7. Books 8. Things the disrupt the order (featured left) 9. Painter tools 10. Technology for Producing Ideas by James Web Young Professors
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Chris Stadler UO Adjunct Instructor in Advertising, Principal at Pit Crew Creative I’ve achieved a ton: every time a student gets inspired by something I say, or a client is surprised that we’re so insightful about their situation, I feel a huge sense of achievement. My experience as a copywriter started with First Tech Credit Union -- not the most creative place -- but it made my copy concise. My career path took me to the University of Iowa to work with innovators in technology. Then back to Oregon to get an advanced degree.
1-8. Conceptual tools: the ability to map out an important problem and obssess over it 9. Three sharpies 10. A huge sheet of paper
Professors
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Erica Ciszek Doctoral Student, Instructor, Agent of Change I worked for various market research firms in Boston digging deep and wide, researching consumer behaviors and psychographics. Trying to deconstruct consumers in a way that would help us understand the ways a brand could reach their target audience effectively and efficiently; my day to day responsibilities were really not much to write home about, but when I look back retrospectively, I was really doing some cool shit. I was helping break apart the pieces of company or a brand. Atomizing the brand to the small component, the one that really matters the most. The consumer. And then delving deep in to the thoughts, attitudes and beliefs that drove to the heart of things that make us tick. And, I think that’s pretty damn cool if I say so myself. Also, worked for Mullen Advertising in Boston as a Strategic Analyst.
1. C- coffee 2. R- rest 3. E- education 4. A- assertive 5. T- television 6. I- innovation 7. V- vision 8. I- inspiration 9. T- trust 10. Y- yearning Professors
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David Ewald UO Lecturer, Creative Director for Uncorked Studios I began my career as Lead Designer at a Minneapolis creative design and development shop. While there, I designed countless web-based projects for Target, Cartoon Network, Adult Swim and Matador Records. I was fortunate to work on the launch of Target Community – the company’s source for public outreach. That project led to an opportunity design the Target History Museum, found in the Minneapolis headquarters. Since moving to Portland 5 years ago, I have helped Target, HP, Nike, Cisco and EA Games build forward-thinking products for people. I received a Bachelor of Science in Graphic Design from the University of Minnesota, Twin Cities. I live in Forest Grove, Oregon with my wife, Saralyn, and our son, Anders.
1. Notebook 2. Pen 3. Questions 4. Camera 5. More questions 6. Music 7. Family 8. Even more questions 9. Sticky notes 10. Computer Professors
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Deb Morrison Chambers Distinguished professor of Advertising in the SOJC I teach. I learn.
1. A great playground 2. The right pen 3. Digging 4. Technology 5. Seeing connections 6. Deadlines 7. Collections 8. People around me 9. Maps 10. Optimism. I always believe I’ll get the answer.
Professors
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Brock Kirby Copywriter at Wieden + Kennedy After graduating from the UO Andrea Schneider(AD) and I took an internship at JWT New York. We helped launch Bing globally before I departed. I took a few months to freelance before being hired at W+K Portland. I’ve been working on Nike and Dodge at W+K for the last year and a half.
1. Microsoft Word 2. Coffee 3. 1-7lbs of candy, preferably sour 4. Black Micron 02 Pen 5. Ruled Moleskine 6. Couple hundred Post-Its 7. Pencil 8. 11x8 Cachet Sketchbook 9. Eastern European Art Director 10. Noise-Cancelling Headphones w/ trite rap blaring
Professionals
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Emily Papp Designer at Cyclonix As an undergrad, I worked my way up to Design Editor of the Oregon Daily Emerald, learned the basics of web design as an intern with Eugene-based Asbury Design, delved into digital and offset printing during an internship with the UO’s Design and Editing Services, and fell in love with digital at South by Southwest Interactive 2011. After graduation, I went on to freelance with Spokane-based Magner Sanborn and intern with Seattle-based Urban Influence. Though I’ve had some remarkable post-grad experiences, I haven’t yet found the right place to lay the foundation for a killer career in design. I recently made a long-awaited move to California, and here the search continues.
1. Adobe Creative Suite 2. Two Western Digital external hard drives 3. Charcoal sketchbook with a full set of graphite pencils 4. Black Sharpies in a variety of sizes 5. An unexplored novel 6. Decent pair of headphones 7. Twitter 8. Pinterest 9. A deep yearning to explore the world with my own two hands 10. A clean, quiet space to synthesize information and turn creativity into craft Professionals
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Rachel Hom Jr. Strategist at 72andSunny, Los Angeles I’ve worked in the idea industry longer than I care to account. From my first campaign slogan “Hom the Bomb” (a real winner) to my adolescent career as a semi-professional mascot, I’ve launched quite a few ideas. But mostly to no financial success. After graduating from the esteemed University of Oregon Advertising program (under the tutelage of Grandmaster, Deb Morrison) I finally got my big break, as a junior strategist in the city of Los Angeles.
1. Pen 2. Paper 3. Little 1/4-sized sticky notes 4. Sharpie (visual contrast) 5. Get-in-the-zone headphones 6. Game-time playlist 7. Beverage of choice 8. Hairband 9. Get-away-from-me hoodie 10. And the magic ingredient: time
Professionals
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Kelly Meyers Social Media Manager & Jr Strategist at Code and Theory My experience in the idea industry: So far so good. I love the people. I keep most of these in my file cabinet, instead of files:
1. Music that plays itself 2. Snacks 3. A notepad 4. Colorful pens 5. Magazines 6. My iphone + a charger for that 7. Sticky notes 8. Advil 9. Someone to talk to 10. Coffee/vodka (just kidding.. kind of)
Professionals
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Ed Cotton Director of strategy and innovation at BSSP 10+ years at BSSP- Sausalito- voted small agency of the decade in 2010. Accounts include: MINI, Priceline, Columbia Sportwear.
1. A curious and active mind 2. New stuff, new places 3. Time off from work 4. Time to just contemplate/look at art 5. A camera: take pictures everywhere 6. Interaction with people: never eat lunch alone 7. Curation of ideas from creative people 8. Examples of creativity from both art and business 9. Good stories 10. Listening to talks from great presenters
Professionals
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Marshall Ball Digital Strategy at Wieden + Kennedy I started out a search engine marketing shop in Portland called Anvil Media. That was when Facebook was just opening up to third-party developers, Yahoo and MSN were still search rivals, and Twitter was still some small-time fad at SXSW (which is to say not all that long ago). From there I jumped to Wieden and worked for a couple of years on comms strategy for Nike and Electronic Arts. Then finally jumped to our New York office to lead digital strategy for ESPN and Heineken.
1. A browser 2. A library card 3. A newspaper 4. A red pen 5. A thesaurus 6. A banana 7. A coffee 8. A list of the rules 9. A sense of insecurity 10. There is no ten. Refer to rule number eight.
Professionals
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Scott Rousseau Project Coordinator + Brand Strategist My experience in the industry is still fairly ripe but I have had some fortunate opportunities in the last couple of years that have helped me learn a lot. First, traveling to New York with Deb and other UO students my JR year of college allowed me to witness several top agencies and how they operate. I followed that up with the PAF COLABORATORY internship in Portland this last summer where I interned at 3 different agencies - Anvil Media Inc, The New Group, and Frank Creative. Those internships really gave me my first real taste of working in an agency. Since graduating, I’ve been working at a sports event marketing company called SportsOne where I have been applying my creative and strategic side to events we put on.
1. Small blue Moleskin notebook 2. Fine tip sharpie pens (multiple colors) 3. Organic French roast coffee 4. At least 8 hrs of sleep 5. StumbleUpon 6. All of Deb’s books 7. Instagram 8. Ripped up magazines 9. Ninkasi total dom 10. Music / Country Professionals
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Gaston Figueroa UX Designer I’m actually relatively new to the industry. Prior to being a designer I was a Project Manager at a Fortune 500 software company. A few years ago I started teaching myself design and code at night and during the weekends and pretty soon after that I started freelancing. In the last 2 years I’ve done work for a few small to medium Ad and Marketing agencies, the University of Oregon, and now my current job.
1. Pen (or pencil if I feel insecure) 2. Paper 3. More Paper 4. My Mac 5. Twitter 6. My mouse 7. Friends and family 8. Photoshop 9. A whiteboard 10. Google
Professionals
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Omar Curiel Writer. Starbucks Global Creative Studio. I’ve been writing advertising words for 17 years. It seems like a crazy long ass time, but it also seems like I just started. Every new project is a chance to create something from nothing.
1. Notepad and pen (duh) 2. Rhymezone.com 3. Archive magazine 4. Communication Arts 5. ibelieveinadv.com 6. woostercollective.com 7. Facebook 8. Double Tall Latte 9. Headphones 10. iTunes
Professionals
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Austin Powe Advertising student, aspiring creative The only way that I’ve gotten through 14.5 years of schooling is by turning every single assignment into a creative project. That’s why I’m an advertising major--I don’t need an excuse to make cool stuff anymore, it’s part of the job description. I’m inspired by books, textures, handwritten notes, and .mp3s from friendly people. I’m a Student Ambassador at University of Oregon, which has given me many useful skills like walking backwards during campus tours and telling bad duck-themed puns. My dream job is to be a creative at a small innovative ad agency on the West Coast.
1. Macbook Pro 2. Hundreds of playlists 3. Feedback from friends/random strangers 4. Unlined moleskine notebook 5. Black and blue pens 6. Snacks (crackers, candy, pancakes) 7. RSS & Tumblr feeds with lots of inspiring blogs 8. Starbucks gold card 9. Daily planner 10. iPhone
Authors
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Jennifer Adler Advertising student, aspiring interactive producer As a sophomore, I’m just starting out in the idea industry but I’m diving in head first in order to experience as much as I possibly can. I’m involved with finding and writing stories for Ethos, giving constructive feedback as a writing tutor at the Teaching and Learning Center, curating ideas for AdSociety, and a digital production intern on the Balance the Buzz campaign. Each one of these has allowed me openly express ideas, immerse myself in creative work, and has given me never-ending enthusiasm to search for new tactics of creation and collaboration. Although this is a lot to juggle, my hands will never be full and I hope to continue to take on new challenges and create meaningful work throughout my career.
1. Sweats 2. Bose noise cancelling headphones 3. Full Camelbak water bottle 4. Slippers 5. My “Embrace the Journey” bracelet 6. Fully charged iPod 7. Bic ballpoint pen 8. Macbook Pro 9. Chapstick 10. Adobe Creative Suite Authors
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Hannah Tabor Advertising student, aspiring copywriter/ account planner I am sophomore advertising student at the University of Oregon. One of my biggest involvements on campus is as a student Ambassador, giving tours and calling prospective students. This job has not only given the ability to spew an absurd amount of university facts (some interesting, some not so much), but has also given me a chance to get up close and personal with the university as a brand, and how this brand image effects the decisions of interested students. As I am just starting out in the world of advertising, I have a lot to learn, not to mention a portfolio to compile but this book marks my jumping off point.
1. Macbook Pro 2. Staedtler black drawing pen 3. Writer Blok notebook 4. Cinnamon Live it Up cereal 5. Day planner 6. Coffee 7. Hey Whipple Squeeze This book 8. Patsy Cline Greatest Hits CD 9. Friends to talk to 10. A shower
Authors
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After collecting all the data, we wanted to compile infographics for each of our different featured categories. Creating these allowed us to find the differences and similarities between the most commonly declared tools of each group. The only two categories that were consistent across all three groups were paper/pens and music/headphones. It should be noted that even in such a digital age, paper and pens were mentioned in nearly every list we received. It seems no matter how much technology we accrue, nothing can replace the allure of pen and paper to the creative brain. As for music, it is a constant source of inspiration and keeper of sanity when faced with the daunting task of creating a groundbreaking idea. It is no surprise that it graced almost every list. Another interesting and unexpected observation is that all the students listed their computers as one of their ten tools (and they were overwhelmingly attached to Macbook Pros), as did many of the professors. However, not a single professional declared their computer as one of their tools. It might be the influence of the educational environment. The School of Journalism and Communication has a heavy emphasis on becoming fluent in the digital age. With this message drilled into us day after day, perhaps computers and all the tools they provide have become part of the student and faculty’s language of creativity. Coffee and snacks were commonly stated in the lists of professionals and students but not mentioned by any of the professors. It is not to be assumed that University of Oregon professors do not consume coffee at the rate the rest of the working world does, perhaps their high level of intake has made it an overlooked necessity, much like air. Many conclusions can be drawn from the data we’ve collected, but through the collection of lists, we have learned that tools encompass a wide range of things and go far beyond what can sit on a desk. A creative mind can make anything a tool, all that’s needed to prove that is to look at the fifteen different “Tools of the Trade” lists created by fifteen unique, creative people.
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Thank you so much for your help. Without the generosity of industry professionals, professors and fellow students these kinds of projects would not be possible.