They Call This Cheese

Bull-oney. Cheese. Junk. We “come up with lies” to “sell more crap” to “honest citizens”. Only one of those things is true and only when creating marketing plans for high-quality, farm-grade horse fertilizer.

Hello, my name is Andrew J and I’m (going to be) an ad professional.

As such, I can say we don’t come up with lies; we struggle to find truth and meaning. Solutions to problems. Multi-faceted solutions that speak to a very narrow audience, or as broad a group as “anyone”. We hunt for insight, sit in bus shelters and on walk down roads we normally wouldn’t just to look at things differently.

Advertising, as you read this, is going through changes. I guess so is everything: you’re losing skin cells, there is civil unrest in Africa, and some new bacteria just formed. But advertising is shifting to mobile and online and stuff. And that’s pretty neat too. Society is shifting from a paper-filled world and advertising must ride that trend: what will future employers want to see in a book? Billboards and outdoor? Long copy? This book - Breaking In - has some top ad execs (David Droga, Luke Sullivan, and 130 other creative leaders and ad wizards) weigh in on tons of questions that matter to those trying to break in (oooh I see what they did there) to the ad industry.

People call advertising cheese. They love it. They hate it. Some they can stomach, and some stinks so badly the Quarterly Gentlemen clack their tongues at the mere stench of it. And some advertising is so aromatic, it makes most think, “Why was this ever created?” And that’s where we come in.

I’m (going to be) an ad professional and my name is Andrew Jonasson. There are even some who call me Cheese.