Creative Q&A: Ogilvy's Doug Schiff is in the hot seat

How did you get into advertising?
Finished journalism school not so eager to report on city council meetings, so back to school for 9 months to learn about ads, built a book, landed at Burnett’s Chicago.

What was your first ever ad?
McDonald’s mcnuggets, a print ad that involved a pun I’ve successfully forgotten.

Ad you wish you’d made?
Old Spice’s, “The man your man could smell like.” One very entertaining take.

What was your worst job ever?
Spent a summer putting black tar paper on roofs in the blazing sun. By the end of the day I looked like a coal miner.

What qualities do you look for in a prospective employee?
Curious collaborative craftsmen - a huge plus if entrepreneurial.
 
What does it take to impress you?
Ideas that hold up well under repeated viewings, such as “The man your man could smell like,” “The great schlep,” or “nolaf.” Also big, brilliant efforts like “Gatorade Replay,” and Yellow pages “Treehouse.”

Where do you go to be inspired?
Hang with my completely uninhibited 6-year-old.

Who do you consider to be a creative genius?
Jonathan Ive - and maybe his whole design team at Apple. For creating product after product which function so brilliantly, but look even better.

If you were not working in advertising, where would you work?
I’d probably be stuck reporting city council meetings.

What is your guilty pleasure?
Reese’s peanut butter cups.
 
What would you like to be in a next life?
Jamaican sprinter.

What’s your favourite word?
Kerfuffle.

What’s the first thing you do when you wake up?
Smelling salts.

Worst haircut you’ve ever had?
First sidewalk haircut in China, a real Steve Nash special.

What’s your favourite song lyric?
Feelin’ alright? Not feelin’ too good myself. - Steve Winwood’s original Divine Discontent


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