Do interesting Things that Count…

A conversation with Rob Campbell, Head of Planning at W+K Shanghai about training, failure and choices…

DAN WIEDEN WAS INSPIRED BY THE FINAL WORDS OF A KILLER, TO CREATE THE SLOGAN FOR NIKE. Over the years, W+K has earned a reputation for pushing culture and company bottom lines through creativity.

Making sure there is method to the madness is Rob Campbell, Head of Planning at W+K Shanghai. Rob was happy to share his opinions on life, training and doing things that count.

“HHCL knew that one day I’d [hopefully] get paid for my thoughts, insights and opinions and they wanted to fill my head with the broadest frames of reference as possible”

Rob Campbell

Q: Rob, your bio says that your first title in advertising, was ‘sponge.’ Tell us about that and what actually made you decide to take HHCL* up on their job offer.

Rob Campbell: So first of all, the reason I decided to take up ‘HHCL’s offer’ is because they were the only ones to offer me a job.

Sure, I was fortunate that I was given that opportunity at such a great place, but I was super-cheap, had no other offers and had to pay rent at my parents house so it wasn't a difficult decision at all.

As for being a ‘sponge’ … I was basically their experiment.

They knew that one day I’d [hopefully] get paid for my thoughts, insights and opinions and they wanted to fill my head with the broadest frames of reference as possible … from how different departments worked internally, to how different approaches could create and influence different results right through to how people/cultures think and react to different things.

I’m ashamed to admit it, but I only truly appreciated the value of this much later in my life … but when I did, I ensured I always kept exploring, meeting and learning from people outside of adland and encouraged my colleagues to do the same.

*This, and especially this, should give you a better understanding and (hopefully) appreciation of HHCL, their thinking and doing.

Q: We hear from many students, that they feel underprepared for (work)life after school.

Once in an agency, it is often a sink or swim scenario, because seniors, who are suppose to guide them, are dealing with their own careers.

How you would compare the training you received to the way juniors are now trained by you and by agencies you know?

Rob Campbell: My experience wasn't that different to how many students seem to be feeling. I felt completely out-of-my-depth and was sure I was going to get fired almost on a weekly basis.

The benefit I had was that while I didn't get formulated training, I was working, seeing, learning and being shouted at by some of the best in the business … who achieved success based on what they did, not by how much shit they were willing to take from their bosses to move up the corporate ladder.

At the end of the day, while I understand proving yourself can be hugely intimidating and difficult for juniors, I think it’s great for their learning and growth which is why I believe companies should give their junior people the chance to experience that situation.

To ensure it’s done constructively, companies should [1] continually check-in to discuss/debate the decisions and choices of junior people [2] be OK with letting them fail.

Failure is good.

It teaches you stuff in ways you may never ever learn otherwise … so as long as someone has failed because they tried to reach greatness rather than surrendered to their ego, it’s a good thing … though sadly few companies really embrace that point of view, especially when the shit hits the fan.

I come from the school of thought that responsibility gives you the right to have authority, which is why I want my guys to be put in situations that demand things beyond their current comfort levels so they grow and learn…

But that also requires me to make sure I ‘manage’ the level of responsibility they have so I can ensure they don't drown or learn bad habits.

Q: Should people entering the advertising industry still have a right to training, given the vast amount of opportunities to learn, connect and create on your own?

Rob Campbell: Yes, though I don't think they should expect training like they’re at university.

For me, part of the way I judge myself is that when colleagues leave — as they always will — they get a better job than they ever thought possible because that means in some way, I've helped arm them with the skills and experience that makes companies want to hire them for who they are, not just because they have a headcount they need to fill.

Q: Mike Arauz of Undercurrent wrote that, “The typical ‘T-shaped’ team member is no longer adaptable enough to keep and maintain their value in a market that evolves as quickly as today’s market does. The ideal evolving skill set for today’s digital strategy world is shaped more like an expanding square than a ‘T’.”

Rob Campbell: I literally don't understand what Mike is saying. If it’s a case of constantly learning, evolving, experiencing new things rather than stubbornly sticking with the one talent you have — then yes, I agree.

While I believe specialists are hugely important, I also believe generalists are underrated …

though many people confuse ‘generalists’ as someone who has a lot of interests.

That’s not a generalist, that’s just being human … in my opinion, a generalist is someone who has had a genuine variety of life/work experiences that means they've gone beyond casual interest and into something where they've actively done things that means they can contribute, evaluate and judge with some sort of informed substance.

Q: What strategy do you employ to make sure that you are focussing on the areas for your personal and professional development?

ROB CAMPBELL: CAN YOU EXPLAIN, AS I DON'T UNDERSTAND THE QUESTION. I think development is a joint responsibility, not just the companies/boss.

Sure, the company/boss should continually challenge them in positive ways while exposing them to new thinking/approaches/people and industries … but they also need to continually want to explore, experiment and challenge themselves because when that happens, you'd be surprised how that equips them in ways that lets them progress regardless of what happens in the industry.

GapJumpers: What areas should students and graduates, looking to up their chances of breaking into the creative/communications industry, focus on? Why?

“Do interesting things that count.

What does ‘count’ mean?

That will probably tell me more about you than what you end up actually doing.”

Rob Campbell

Q: With the way that tech, design, comms and product development are merging, what would you advise a 20 year old Rob, if he asked you where to work and in what location: advertising agency, client, tech startup, something different? Why?

Rob Campbell: I would never tell someone to make choices based on potential career development, I'd say they should always follow the things that excite, interest and challenge them — as long as they approach it with an open mind and commit to it rather than walk away when they find problems or frustrations.

You can't feel you’ve done anything of value if you've not faced adversity and you can never do anything of value if you aren't emotionally committed and excited by it.

Mr Campbell, ladies and gentlemen.

Thank you.

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