By
Kathryn Hotze, Associate, CAI - Young Executive Committee
At the first “Boardroom
Breakfast” for 2008 Andrew McLean,
President, Global Clients, Mediaedge:cia, talked about a variety of lessons
learned in the course of his international career.
The event was hosted by the New York Times on January 15.
Drawing on his work experiences in London, New York, Paris, Tokyo, Singapore
and Los Angeles, for DMB&B, the Walt Disney Company and Mediaedge:cia,
McLean. told an audience of 95 about some of the “universal truths”
he believes have created a truly global marketplace. The first truth:
the reason we advertise and market the way we do, is to evoke a behavioral
change. We all share key concepts and motivators, he said.
He then outlined, in David Letterman style, some key things he wished
he had known when he started his career:
• Have a point of view on everything,
• Always leave a good impression and
• Ddetermination beats intelligence.
Following McLean’s advice and tidbits for others hoping to follow
in his footsteps, the audience posed questions--many relating to the Writer’s
Guild strike. McLean said the strike may have an interesting effect, particularly
on the youth of America. Since this group has the potential to be the
first generation which doesn’t read, he speculated that we may actually
see an increase in readership in magazines, newspapers and books.
McLean emphasized the importance of travel and cultural knowledge to further
one’s career, and drove home the idea that at the end of the day
you just have to dive in and get, not only your feet wet, but completely
submerse yourself in all that globalization has to offer. The world appears
to always be evolving and changing, leaving little time to play catch
up. “But then again, no one gets into this business to be a benchwarmer,
“ he said.
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