Jargon Monoxide with "MC" Melissa Cabral

The Bad Pod, An Advertising Podcast

Our favorite stories:

• Mass media shaped by sight-sound imagery, inspired by watching a ton of TV and critiquing the commercials as much as watching the programming. Recalling jingles, surgery cartoons, GEICO ads...
• On trying research journalism - "something just wasn't clicking, it felt like it drained me of energy."
• Part time restaurant job and appliance & repair parts marketing... the perfect recipe for becoming the future Head of Strategy at Sid Lee? JK - it helped with learning how to relate with people. (KEY SKILL)

Big moments from doing the work:

• Originally applied to VCU for copywriting, but was identified as a strategist. Found mentorship in Earl Cox, late CSO of The Martin Agency
• On trust and taste: critical ingredients for a successful collaboration between strategy and creative. "you have to figure out the references that connect with them... but do not be the Judge Judy in the room"
• On working with younger creatives: "get them into the habit of explaining their rationale... it makes for more fruitful working relationships."
• Bringing together a high-velocity team: hiring for the right skills, but also leaving room for individuals to surpass their own expectations for themselves.
• "I like seeing people's faces" - Earl Cox was great at taking a room and working it... reading it and regurgitating it...

Career advice we'll live with:

• On imposter syndrome: "Find people who are going to be your advocates... if you have someone accomplished that thinks you can do XYZ, maybe you can!"
• Jargon Monoxide creates a fall sense of competence... folks from non-traditional marketing backgrounds have these razor-sharp minds but don't have that marketing-ese... Cardi B is a brilliant marketer but she does NOT sound like the people I'm in meetings with
• "I love a From > To" - the more honest you are with that, the more provocative... that is always a money maker... when you can capture the mood of the clients, in addition to their ambition... reshape it in a way that gets people excited to hear what you have to say.
• On setting a vision for success: "all strategy is to get people to take the time to align on where we're going"
• "An informed opinion delivered with conviction delivers hope." On helping people find their own 'lightbulb moment'.
• "Rigidity is the pitfall of strategy... overconfidence, over complication, too 'inside baseball'... those are all off-ramps."
• "If I don't understand this, there's no way the consumer will understand it."

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