Mark Shanley

It’s quite a big advantage just knowing the advertising industry exists when you’re a student. For me it meant I always knew what I wanted to do it so I was able to focus on getting my foot in the door of an ad agency when I graduated. Having said that, it still took me ages to get into one. And even longer to start making great work.

I remember enjoying every minute of it. I think the most valuable thing for me was access to actual practitioners of the trade I wanted to work in. My teachers were working in agencies and making work that made me jealous at the time, so I hung on their every word.

I went into TU Dublin knowing what I wanted to get out of it already, so honestly, I probably didn’t have that eureka moment.

Hungry. I wanted to learn. I had a graphic design degree already so wanted to fill the gaps in my skill set. I felt like I needed to learn the difference between design and art direction and to learn to write. So during those classes I tried to soak up everything I could. To this day I still quote my art direction lecturer, Michael Walsh.

I think I always knew. I thought the part of advertising my Dad did was interesting but it didn’t sound like much fun. He sat at a desk and was on the phone all day (there were no computers). I wanted to make things. And I wanted a job that was fun. I still find my job fun. I’ve never really dreaded going into work. I can’t imagine doing something I don’t love doing every day.

My partner and I were offered a dream job at Wieden+Kennedy. We had been working towards getting into an agency that we considered world class  for a long time so it felt like the next step on our journey. We dreamed of working somewhere like that. Where they made the Nike ads. I think my chronic imposter syndrome stopped me from believing I’d ever really get somewhere truly brilliant like that. I still remember getting the email asking us to fly over for the interview.

It changed me completely. It was like starting again. Like going back to college. I learned almost everything I know at Wieden. It wasn’t unlike my time at DIT for me because I used it as a place to learn from brilliant people. We got to work for industry legends who had made the Levis ads that I watched on TV as a kid and then went out and bought the CDs of the songs from the spots. It was hard too though. Because I felt like I didn’t have everyone else there’s talent so I’d have to outwork them instead. Turns out everyone was just working really hard. That’s the great thing about a place like that, everyone is just pulling in the same direction, motivated by the same thing, trying to make great stuff together.

Creative direction can be quite instinctive. But it’s an instinct that comes from experience. You can learn it. As for the ideas part, that’s just hard work. Sit down and write a hundred ideas. If you’re lucky 2 or 3 of them will be good and you go from there. Hard work but fun. I have ideas at home. Or with my feet up on the desk. Or walking around with a coffee. Or kicking a football about with my kids. I don’t really ever fully switch off. But that’s because my job is my hobby too.

I think people would be surprised how much time goes into making almost any advertising. Nothing Beats a Londoner was a really famous and really effective campaign but it took 14 months from brief to being on air.

It has changed. I used to be motivated only by the desire to make great work. Now I’m motivated by the desire to make great work and get home in time to have dinner with my kids and put them to bed. You can have both. For me it usually means getting back to work once they’re all asleep.

Every day is different. I could be on a shoot. Or trying to write a song. Or drawing pictures. Or building a visual world for a brand. Or writing headlines. Or travelling. Or trying to wrap my head a round a strategy. Or stuck in meetings all day…

The same things that have always made great creative people stand out in a crowd. People love an original. Someone who’s doing things you’ve never seen before. Taking a shot. Who cares if you miss?! Just aim high and take a shot. Worst case – you miss but you learn something.

Wouldn’t change a thing about those days.