Jack S. Harris

August 7th, marked what would have been the 95th birthday of the Harris family patriarch, the man, the myth, the legend, Jack S. Harris, otherwise known as Cabell Harris’ (founder of WORK Labs) father. 

A graduate of Virginia Tech and later Captain of G. Company, 15th Infantry, Third Division, Jack had an impressive military career,  receiving 2 silver stars, (one from World War 2 and one from Korea) three purple hearts, and returned from the Korean War a Major. Returning home, he sold cars, cemetery plots, and even Caterpillar Tractors with Virginia Tractor, all while raising four boys with his wife Shirley. 

I point out all of Jack’s accolades because it makes his relationship with Cabell and WORK Labs all that more endearing. You see, despite how dignified and respectable Jack Harris was, he had a fantastic sense of humor and was not afraid of poking fun at himself. 

Jack was often used as a model for Cabell in photo shoots for both clients and WORK Labs products, and sometimes, for just plain fun. All he needed to hear was, “Dad, I need you for a photo.” , and Jack would happily oblige, no matter what odd or downright embarrassing set-up Cabell had in mind. Now that is truly a parenting win! 

Happy Birthday, Jack. Thanks for all your hard work and your sense of humor!

That Thing I Won in NYC

So we have a new intern at WORK Labs, KP Thomas. Much like the last one, she is a VCU Brandcenter student. Funny, charming, hard working, and a straight-up overachiever. While spending her summer vacation working her regular job and interning with us, she also managed to be accepted into the Beautiful Minds program where she not only had to qualify to be accepted to the program but then, alongside her team, won. I told you, overachiever.

So what is the Beautiful Minds program? 

"The Beautiful Minds program is a hybrid planning bootcamp and networking event. Participants will get a free crash course in planning from some of the top planners in the industry. Directly afterwards, participants will be split into teams of 4-5 and given a chance to apply their learnings to a brief. The teams who’ve best addressed the brief will be able to present their brilliant strategies in front of a room packed full of heads of departments and recruiters. Although we're only able to select a few finalists to present at the showcase, all participants will have the same opportunities to network with judges, mentors, and recruiters."  http://griffinfarleysbeautifulminds.co

With 12 teams totaling around 60 people, the students received a brief mid-day Saturday. With the first round pitch taking place mid-day Sunday, the top 4 teams are then selected to go into the final round. KP's team was made up of 5 people meeting for the first time, who were of diverse backgrounds, stages in life and careers. 

Their brief? To increase users of an app (Be My Eyes) for the blind by 5x in 6 months. Their final campaign,  " A Campaign No One Can See", was later presented to industry leaders and network with advertising people.

But I think KP sums it up best.

"Last Friday when I stepped into BBH New York for the 1st day of Griffin Farley's Beautiful Minds, I had no idea how much it would impact my life. Anything I say will not do it justice but I'll try! This was an incredible experience that I am beyond thankful for even having the opportunity to be a part of. I had the chance to learn more about strategy and grow both professionally and personally. With the most challenging brief I have ever received, my team was able to produce a project that we were all proud of, which can be rare. On Tuesday we had the honor of presenting to a room full of people in the advertising world including top industry leaders, the client, and peers. 3 other great teams made it to the finals and presented that night and we won! Thank you to the judges, BBH, our mentor, and my extremely talented teammates, this has been a humbling experience and truly an honor."

We are so very proud of her and so glad to have her on our team, even if it's only for a short time! Congratulations, KP on all you hard WORK! ...see what I did there?

Adam Ewing Photography

We couldn't blog about our work without taking the time to highlight some of the unbelievably talented individuals we have been fortunate enough to collaborate with on that work. So today, we highlight one of our particular favorites, Adam Ewing. 

A graduate from VCU, Adam lives and works (for the most part) here in Richmond, Va., although his work can take him just about anywhere in the country.  He's worked for Virginia based businesses like Ledbury, Classified Moto, and Martin Agency, national companies like CVS, UPS, and Ford, as well as national publications like the New York Times, AARP and Southern Living. But most importantly (at least in our minds) he's worked with us.

His work for our client Cobra, a motorcycle exhaust, and accessories manufacturer has been invaluable. His artistic eye and positive energy made Cabell's concepts come to full fruition. And like Cabell, his is an easy and light hearted personality that becomes sharp and focused when time to work. His creativity and vision are a beauty to behold. As are his photos. Don't believe me? Take a look below at just a few of the amazing work he's done for us, and check out his site for more.

https://www.adamewing.com/Portfolio/Portraits/thumbs

Let's Get to WORK - Cabell Harris

Let’s roll up our shirtsleeves, grab another cup of coffee and get to work.

You are probably well aware that our little agency, WORK, is not counted among the mega-agencies in the modern advertising world.  That suits me just fine. I have had the opportunity to work for many of the larger agencies in either a full-time capacity or as a freelance resource. As a result, I have a wealth of valuable insight into what works and what doesn't at the places where you’re looking for work.

The good news. My valuable advice is free – or, more accurately, included in the price of this book. The bad news. Free advice is often worth what you pay for it.

Nonetheless, here are a few of my observations.

1. Any agency that does good work or has done good work has a strong Creative Principal who has led by example. Think about it.

2. If you want to see what work is going on in an Agency go to the studio. Whether it's new business, research, planning, pitching or executing it’s moving through the studio. The best agencies have well-run studios.

3. Large agencies often are encumbered by internal processes/approvals which make it very difficult to work quickly and efficiently. 

4. The business has changed from problem-solving to opportunity seeking.

5. The companies that spend the longest amount of time on process do the worst work.

6. Every agency I believe has the same process, they just come up with different answers. 

Who are you talking to? 

o The audience

What do you want to tell them?

o The strategy

How do you tell them?

o The creative

Where do you tell them?

o The media

Was it effective?

o The results

7. You can find some very talented people in bad agencies. They just may not have the personalities or the opportunities that get them noticed. Or, perhaps, their goodness may be directed elsewhere. Perhaps they are good parents, or they make a truly exceptional vinaigrette dressing.

8. All the great agencies have work that comes out of their doors that would shock you by how bad it is. Well, at least in the early years you may be shocked. Then, sad to say you are no longer surprised. Disappointed but not surprised.

9. Egos are important for getting the job done. You must believe you can do the work. You must believe you can sell the work. Ultra egos, make enemies ultra fast. But don’t leave your ego at the door. Bring it.

10. The inexperienced individual will immediately argue and defend their one idea. Why? Because they are not confident they can come up with another. Experienced professionals will do what they can to protect good thinking but know they are capable of many solutions. 

By far the most important difference I have found in companies or individuals is “Work Ethic” I have often said that I would rather hire someone with a strong Work Ethic than talent. I have seen too many individuals with talent and potential be surpassed by one who is not easily satisfied and will just keep working.

Creative Problem Solvers

One of the things we pride ourselves on at WORK is that we are not a creative agency for the sake of creativity alone. We pride ourselves on being based in strategy. Creating something aesthetically beautiful alone has its place in the world but not in advertising. While artists want to convey a message or incite a conversation, design in the advertising world has a more calculated goal, bring in customers. With that goal in mind, we must ask ourselves, who it is we want to talk to, what it is we need to say, determine the best way to say it,  and where. No matter how pretty the artwork, no matter how beautiful the layout, no matter how much buzz it might create if it does not solve the needs of the client then it is simply lovely visuals with no results. 

Tinker Hatfield, footwear designer for Nike (think Air Jordans) describes our philosophy to a tee when he says, "For me, as a designer, it is not the ultimate goal to become self-expressive. The end goal is to solve a problem for someone else, and hopefully, it looks great to someone else, and it's cool to someone else.".  Of course our designers want to create something beautiful, something visually striking but they have an added responsibility to produce artwork that can lead to action on the part of the viewer.

Tinker's story can be viewed in the wonderful Netflix documentary, Abstract, the Art of Design. But you can check out a clip from it below. It's interesting, a little frustrating (the man has some ridiculously cool toys!) and very inspiring. Hopefully, it will help designers to go beyond being creative, to being creative problem solvers. 

WORK Bike

Though this project was completed quite a while ago, sometimes while walking around in a frenzy to finish up some assignment or heading out the door at the end of the day, a lovely light strip of blue catches my eye and I remember one of our most fun and rewarding creations, the WORK Bike.

When not in use, it sits in the corner of the WORK Labs lobby, more like a piece of art than a functional object. But then that was the point all along. This is not just a bike, it's a WORK Labs bike, meant to communicate the message and mission of the company and it's founder, Cabell Harris.  

In collaboration with one of most favorite former employees, Andy Stites, now at Carytown Bikes, Cabell was able to give the true WORK Labs character to his new mountain bike. Coated in the signature WORK blue, everything from the hand grips to the seat was put together with Cabell and the WORK Labs' philosophy in mind (even the Shine Craft water bottle is a shout out to another favorite WORK Labs associate, Jordan Childs).

Aside from the WORK paint color, decals and labels were designed in-house to adorn the bike. Stickers like, "The Boss" (No, not Bruce Springsteen), "Always Pedaling" (an homage to Cabell's mantra, "Always Thinking"), and "Property of WORK Labs" give that personal touch. The favorite (and most difficult) addition is the file cabinet-like label with "WORK Bike" mounted on the front bar. Initial concepts for this look proved to be difficult and costly leading us to turn to a little welding and a lot of ingenuity to get the effect we were looking for.    

We could not have been more pleased with the results of this project. And whlle the rest of us here at WORK Labs do not get to partake in the actual pleasure of riding it (after all, it was made for The Boss) seeing it gives us great pleasure in a Job Well Done.

Coming to Fruition - MoneyPulse

Being able to put our concepts into some beautiful form of reality is always a true pleasure to behold but it surely doesn't compare to the joy our clients feel when their dream of a new business comes to fruition. 

Take MoneyPulse.com, for instance. From our end, it was a chance to create a name and logo, a soft exploratory and positioning for a new online financial services site. But for our client, Tim Nitz, this was the first steps in bringing his dream into reality. No matter how good the designs, the concepts or execution, the life and success of the final product rests on Tim's shoulders.

Or does it? One of the common desires experienced here at WORK is to keep moving along with the client, rather than just push them forward and then walk away once our initial job is complete. To us continuing to monitor the brand, its look, its message, is critical to the longevity and success of that company. A cynic could very well look at it as a way for us to continue bringing in income. But the truth is, letting go of anything you've spent time, effort, blood, sweat and tears to create, is difficult at best. There's pride in our work, and a genuine excitement for where our client could go as they move forward with our logo, website, strategy and the like. 

So while we wish Tim and clients like him the best of luck in their future endeavors, we hope they will continue to connect with us so that we may be able to assist in making the most of their brand.

Congratulations Tim! We are always here if you need us, excited and ready to assist in the continued success of MoneyPulse.com!  https://moneypulse.com/

Richmond Gas Works

Although there is still work to be done, we're excited to see that City of Richmond Department of Public Utilities Energy Services Division has officially announced their new name and logo. 

Partnering with Spurrier Group, WORK Labs presented the city with name and logo concepts allowing the department to differentiate themselves from the other services provided by DPU as well as to compete with other energy companies. 

With a little inspiration from the originlal Fulton Gas Works, we were able to come up with a name and logo to excite the employees of DPU as well as our very own Mayor! While the rebranding is not quite complete, we're so excited that they are able to celebrate their name change and new logo design!

Tintype

Just wanted to do a quick shout-out to Bootleggers in Lynchburg, Virginia for giving us this opportunity to work on such a rewarding project. Piece by piece, we continue to have the most fun working with these guys.

Our newest installation is a "tintype" portrait piece to be hung in the hallway of Bootleggers. Individual photos were photoshopped with layers of dust, scratches, and other imperfections and then printed on brushed aluminum to give the tintype affect. Many thanks to Worth Higgins for the amazing commercial printing!

If you are ever in Lynchburg, check out Bootleggers for some of our most treasured work...oh and for some fantastic burgers and bourben as well, of course!

  http://bootleggersburger.com/      http://worthhiggins.com/

Cobra USA - Ride Loud Newspaper

Working with Cobra USA, we have had a lot of fun with photo shoots, creating collateral and trade show materials, and even social media posts.  But I have to say, the Cobra newspaper is one of our favorite projects we've had, and to see that original concept come to fruition has been unbelievably gratifying!

Our goal throughout has been for Cobra to "own the garage".  This led us to the Cobra newspaper as a way to not only highlight their mufflers for Harley Davidson motorcycles but to also reinforce Cobra as a lifestyle brand. With the paper, we were able to reinforce their message of quality, made in the USA parts, showcase their new line of Neighbor Hater mufflers, and educate and entertain not only their core audience but any motorcycle enthusiast. With articles like "Six Ways to Win a Fight" and "Doom & Groom" the bad beards spotter guide, how could you not be entertained?!

Outside of WORK Labs, we owe a lot of thanks to Adam Ewing (our photographer), Pete Humes (the copywriter), Jeff Satterthwaite for editing the images for print, and Hopewell Publishing Company for printing these papers. 

Take a look below to see the layout. And if you're jonesing for your own copy, check out your local Harley Davidson dealership or contact Cobra.    http://www.cobrausa-hd.com/contact_us/

Tribute to Philip Meggs

If you were an Art major at Virginia Commonwealth University in the 90's or just a design /typography nerd, then you are sure to know the name, Philip Meggs. Meggs taught History of Graphic Design at VCU but is probably best known for his book under the same name. While I was not an Art major, many of my friends were, and the stories and admiration of Meggs abounded. One story that sticks with me was of Meggs leaving his classroom to walk over to the dorm of one of his students to wake him up and walk him back to class. Most professors would have written off a student who was consistently late. Meggs, apparently, was not having that. If you don't want the embarrassment of your professor standing above your bed, waking you up, perhaps you should get to class on time.

In a beautiful tribute to her father, Elizabeth Meggs has published an article for Designers & Books, on what would have been Philip's 75th birthday. To quote Elizabeth, "I selected and wrote about 16 books from my parents’ library, including limited editions; books that embrace printing as an art form; books that bring to life the voices and visions of notable individuals from history; books that had strong personal meaning to my parents; and books that remain relevant today."

Whether you're an admirer of Philip Meggs' work, knew him personally, or just have an overall love of and interest in graphic design, you will not want to miss this read. It's an interesting collection and a lovely tribute to a man who truly lived and breathed design.

http://www.designersandbooks.com/blog/library-of-philip-b-meggs-and-libby-phillips-meggs

The Fragile Life of Creativity

I had a conversation once about music and art education in school. My companions were shocked when I revealed that I had not taken any art classes past early Elementary School because upon entering the 4th grade, they took all of the children into the music room, tested their singing ability, and those who "passed" were sent to music class and those who apparently did not, went to art class. By the time I hit Middle School, art felt foreign to me. While I loved music and thrived in it, really, I assumed I had no artistic talent. And though I thought it would be lovely to be able to create beautiful images in the form of sketches, paintings or photographs, why take a class on something you're apparently no good at? Especially during the dreadful middle school years where all that matters is being liked! Meanwhile, my "artistic" friends shared that same concern, living their youth thinking they could not carry a tune and chose to stay in art, rather than embarrass themselves in music class.

It's well known that the arts have been placed low on the totem pole when it comes to public school education. And I certainly don't want to downplay the importance of Reading, Writing, and Arithmetic. But can it really do our society any good to stifle creativity? Never mind what it does to us individually when something that fuels our passion is suppressed, but what happens to the world around us when our own brilliant color and vibrancy cannot reach out and touch the rest of the world?                   

Responsibilities in our lives will never cease. We will always have bills to pay, work to do, chores to finish. But what if we could tackle those commitments with a flair and joy that only comes from self-expression? What if we embraced the tradition of living life, not in the drab gray of day-to-day we have somehow allowed to take hold, but in the full beautiful colors that lie deep in our souls? What if creativity was embraced and nurtured instead of confined by rules and a schedule? 

It is said that true creativity dies the second one is taught to color in the lines. I think this can be taken quite literally and figuratively. Any rules and constraints can slowly and surely take the life out of creativity. We have to remind ourselves to never stop nourishing it, feeding it, and caring for it. Creativity is but a fragile thing, that with the right encouragement and reverence, can be a powerful thing to behold.

http://www.upliftedlife.com/how-society-kills-our-creativity-in-a-breathtaking-award-winning-short-film/

Is White-Collar Money More Valuable Than Blue-Collar Money?

Do you take pride in how you earn your money? We've talked about it before. It's not your J-O-B, it's your work that truly matters. 

Growing up, the ONLY option after Highschool was College. It was insisted upon us because the belief was, a college degree was the only way to secure a good job that would turn into a career. Now, with the cost of a college education soaring higher and higher, and the realization that we are in almost desperate need of skilled tradesmen, college and an office job, is not looking like the only viable option for a solid career choice.

How many of you can handle a plumbing or electrical problem in your house? How many of you can do your own auto repairs, or add an addition on to your home? Blue collar work is not only respectable work but it is vital. Many of us have backyard gardens in our urban spaces but how many of us could use that to feed our entire family on a daily basis? We need the mechanics and the farmers just as much as we need the computer technicians and lawyers. 

So if you're ever feeling like society is telling you you are less than, or if you are feeling quite high and mighty about your desk job, just remember;

Money isn't a true measurement of anything that's important. A $100 bill is a $100 bill. It represents nothing more than its face value. Whether it was earned by someone sitting in a corner office on the 62nd floor in Manhattan or someone repairing railroad track in Wyoming. The true value of money comes from how it was earned. Was it acquired by cutting corners? Or by coming in early and staying late? Money doesn't care. But you do. And that makes all the difference.

Your Job Vs. Your Work

Your job isn't as important as you think it is. Your work, however, is an entirely different matter.

My mother worked 9-5 in an office. My father worked nights as a trucker. My mother and her coworkers wore dresses and suits and fancy shoes, my father and his coworkers wore uniforms. My mother's work ethic helped her to become a manager in her office in a time when women were thought to be at most, a good assistant. My father's work ethic got him a brand new truck and a place as a Union representative over employees who had worked that same job for 2 or 3 times as long. 

Clean cut and pressed, or casual and slightly dirty from a long day at work, what mattered wth their carrears was their approach. Their "jobs" were very different, their "work" was the same. They took pride in doing their job well, in being conscientious and hard working. In not taking shortcuts or disregarding those who would be affected by the work they did. Their jobs were important to them. They paid the bills and put food on the table and helped in the raising of three children. Their work gave them pride, gave them purpose, gave them integrity. And taught those three children something vital and true.

You are not defined by a job description. You are not defined by the title on your business card. And you are most certainly not defined by your location on the management chart. No. You are defined by the effort and pride that you put into your work. A job is why the floor gets scrubbed. Work is why it is clean enough to eat off of. Do not confuse your job with your work. It is much too important.

Coffee with Cabell - Is Work Really 99% Perspiration, 1% Inspiration?

The short and sweet answer? Yes. But make sure the perspiration is for the right reasons. If the perspiration is due to a lack of direction and efficiency then you're wasting your time and energy.

Running around in circles, uncertain of what you're doing, failing to map out a solid procedure for your work can lead to a lot of waste. It is vital that you cultivate a clear, efficient process that allows you to address each step of the creative process with the best results. This can not only help you create good work but protect it, present it, fund it, and overall, allow your work to truly evolve into success.

Never be afraid to work hard, just be certain you work smart! Otherwise...

Coffee with Cabell - The Job Interview

Just in time for the Brandcenter Recruiter Sessions, we'd like to share Cabell's best advice for budding professionals. As you begin that dreaded interview process, struggling to make the best first impression, remember this; You are interviewing the company just as much as they are interviewing you. 

Ask questions, lots of them. Talk to other employees there. What's the environment like? The overall morale? What's the company's expectations of you? What're your expectations for them? What's their turnover? Is it worth moving across the country to an agency you have always been fond of if they have a very high turnover rate?

On that topic, don't just look at agencies you like. They may not always be the best fit. Look at a company's current accounts. What clients do they work for?  Is it work you connect with and would be proud to be a part of?

Consider the city the agency is in. What's the cost of living there? If the job wasn't an issue, would you still choose to live there? Are there other employment opportunities there if you should decide to leave the agency, or heaven forbid, the agency decide to leave you?

This is a big decision you are about to make. Companies want to be sure you'll work well for them but you need to know that they will work well for you too.

Coffee with Cabell - How Important is School?

How important is school? Well, for you soon-to-be graduates, that's a question you may think is far too late to ask. But before you throw your hands up in despair, know this; when it comes to higher education (or any level of training, for that matter) you get out what you put into it. So if you put forth a concerted effort towards your classes and your projects, breathe a sigh of relief. Of course, if you coasted through those classes, never truly applying what was being taught, you may want to take a moment to evaluate yourself and your work. 

People are different and learn differently, everybody knows that, and employers and recruiters are not likely to ask or care about your Grade Point Average. They want to see your work. This is especially true in creative jobs. So maybe you don't do well in the traditional classroom environment. While your grades may not demonstrate it, you may be the type to constantly strive to learn and do better. This could very well show through in your portfolio. On the other hand, you may have received good grades, but only did what was expected and nothing more. Maybe you put forth the minimal effort or worked with teams who made you look good by proxy.  This too can be surprisingly easy for potential employers to catch.

Jobs in the creative field (and especially advertising) are difficult to come by. If that's what you truly want to do with your life, put forth the effort to truly learn your trade, not to get good grades, but to do exceptional work.

Coffee with Cabell - How Hard is it to Get a Job in This Market?

Well if you're approaching graduation, that dreaded word, J-O-B is probably haunting your nightmares right about now. I remember my advisor graduating me earlier than I expected, and excitedly calling my mother, "I'm graduating, can you believe it?!". "That's great!', she said, "Now get a job!". And there it was, Reality. No more worrying about tests, projects, and professors. Now I was having to worry about the job market, a paycheck, and a boss.

So as I sat there sipping my latte with Cabell and frankly, being quite thankful that these are the kind of things I get to do at my J-O-B, I asked him, how hard is it to get a job in this market?

Sorry guys. Short answer, it's hard. And getting harder every day. So hard, in fact, many people don't end up staying in this industry. I know this personally as I have watched so many of my own friends shift or completely switch careers. Cabell says, ideally if you're the best 10% of what you do, you'll never have trouble finding a job. 10%!?!

So what do you do to close that gap? 

1 - Follow who's getting new business. What agencies are snagging the most new clients? The biggest clients?

2 - Your relationships lead to new relationships. Nurture them. The person you meet tomorrow may be the person who hires you in three years. Don't take those meetings for granted.

3 - Make yourself your own client. Promote yourself and your work, constantly. Update your portfolio on an ongoing basis, and critique it. Constantly strive to improve yourself and your work. Never stop working, even when you're not working.

You studied this kind of work for a reason. Hang on to that passion and remember talent can only shine when teamed with hard work. So be positive, stay focused, and never be afraid of hard work!

Someday, this could be you...

Coffee with Cabell - How Important is Money?

As you young whippersnappers approach the excitement and fear of graduation day and begin your hunt for the ultimate job in the creative world, there is one thought that surely must be racing through your head. When it comes to looking for a job in the creative field, how important is money?

We all know the term, "starving artist". We also know the millions spent on a Superbowl ad. So where's the happy medium? Where's the line between never settling when it comes to your art, and making enough to pay the bills?

As Cabell Harris describes it (based on the wise advice from his father) that line moves as you get older and take on not just the responsibility of yourself, but your family as well. When you graduate, you have you and only you to answer to. You have your rent and car payment, and yours is the only mouth to feed. You can go with your gut and your own desires as an artist when choosing the right job for yourself. But add a family to that, a home, and the wellbeing of others, and artistic freedom suddenly becomes only one of many factors to consider. And if you should take on the challenge of owning your own shop, well then you need to consider the wellbeing of your employees. No work means no paychecks, for you AND them.

The sad truth is, everyone has bills to pay. When it comes to your dream, reality, unfortunately, is never far away. The question is where is YOUR line? Can you stomach doing work that, on occasion, does not bring you pure unadulterated artistic joy, knowing that you can put food on the table or take care of your employees? Can you stand to give up that fat paycheck and noteriaty, in order to work somewhere that allows you to maintain the high standard of creative you know you were meant to do?

For now, young graduates, just work, period. Try and do everything. Get every bit of experience under your belt that you can. You aren't done learning yet, so take advantage of every opportunity that comes your way. Just remember it won't always be about you, alone. If you can define that line and find that happy medium of getting paid to do what you love, you have found bliss!

Coffee With Cabell - How to Judge Creative

Now that Spring is (legitimately) here, students everywhere are ramping up for those last few weeks before graduation. Working at a branding and design agency down the street from VCU and the VCU Brandcenter, it got me thinking about advertising majors, specifically. Whether they're getting their Bachelor's degree at VCU or getting ready to graduate from the Brandcenter, what tips do these individuals need as they enter the world of Advertising?

That led me to a delightful chat with Cabell Harris, founder and owner of WORK Labs, and my boss. Over a cup of coffee, I asked Cabell a few questions I thought would appeal and assist students of advertising. So, over the next few weeks, I will be dispensing his words of wisdom.

The first bit of advice wasn't advice, but a chart on how to judge creative.  Given to him by Ty Montegue, formally with Jay Walter Thompson, this chart is an objective tool to judge work (even your own), allowing you to be honest and to think critically about that piece of work with 10 separate categories, 1 being the worst and 10 being the best. For Cabell, this chart worked so well to defend his thoughts on individual projects, that he used it while grading students at the VCU Brandcenter. Saying he "liked" or "didn't like" a student's work was not enough, he needed to be able to explain why.  

So what about advertising currently out there? Cabell said the majority, sadly, fall under numbers 1, 2, and 3, and that even mainstream advertising with some of the top agencies in the world, still tend to rank around numbers 4 & 5, while only a small percentage hit numbers 6 & 7.

So for Cabell, what hit on numbers 8, 9, and 10?

Market Leading (8) and World Class (9):

As far as leading the market, Geico comes to mind. Face it, if I asked you to think of a car insurance company, let alone, a car insurance commercial, they'd be the first to pop in your head. Nike is another leader in their market and has been for a very long time. While they are, unfortunately, often mimicked to the point that they may no longer appear innovative, Nike set the bar as a brand, and a pretty high bar it was.

World Beating (10):

Making it all the way to number 10? I'm sure you've guessed at least one of these. Apple, specifically their Think Different campaign, http://www.thecrazyones.it/spot-en.html, the "What's Up" ads from Budweiser, https://www.youtube.com/watch?v=xkqKzqyvebg, and the Great American Heros" ads from BudLight, https://www.youtube.com/watch?v=TzOjt1e5W8c. These are the commercials people talked about at the water cooler. The ads that made you, as Apple commanded, think differently. These are the ads that aren't just liked by the viewer. They are smart, creatively and strategically. 

So as a student or a new employee in advertising, take this chart. Ask yourself where your work lands on this list. If your work can't make it to at least number 4, it's time to go back to the drawing board. You are not just selling a client's product. You are a Creative. Be creative. And hold yourself accountable for your work.