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The A-List Podcast: Episode 016 with Bobby Hershfield

This week on The A-List Podcast, host and DiMassimo Goldstein CCO Tom Christmann interviews Bobby Hershfield, Partner and CCO at SS+K. Hershfield started his career in account management before eventually shifting over to copywriting during his time at Wieden+Kennedy, and since then he has spearheaded the creative for some of the world’s biggest name brands such as Dell, JCPenney, Target, CNN, and Johnson & Johnson.

Listen in as Hershfield talks about what makes an all-star account person, working with former A-List guests Eric Silver, Ty Montague and David Angelo, and why he ultimately took a pay cut to become a creative. Full episode and show notes below!

Show Notes

  • [0:00 – 1:19] Intro
  • [1:20 – 3:59] Hershfield talks about what it was like moving around a lot as a child, how he had to adjust, and meeting new people
  • [4:00 – 5:18] How Hershfield first discovered advertising from a Tom Hanks movie
  • [5:19 – 6: 53] Creative Writing at the University of Michigan, applying to letterman, and graduating in a recession
  • [6:54 – 11:01] Getting his first job at DDB in account management, being let go and having to work as a video store clerk before finally getting another job at Chiat\Day
  • [11:02 – 13:29] Working with Eric Silver, Ty Monague, David Angelo at Chiat\Day
  • [13:30 – 17: 34] The first “virtual office” and taking creative classes
  • [17:35 – 19:00] What makes an all-star account person?
  • [19:01 – 23:31] Hershfield’s mentors in account management, the feeling you get after he was let go, and the story of how he hung around until he was rehired
  • [23: 32 – 27:00] Accepting an offer at Wieden+Kennedy, the difference between New York and Portland, and how the culture at Wieden focused on the work and not the lifestyle
  • [27:01 – 31:19] Moving to New York to take a pay cut and shift to the creative side
  • [31:20 – 35: 24] Thinking irresponsibly and the different line of thinking you have to adopt to be a creative
  • [35:25 – 39:44] Working Albert Brooks for his first commercial
  • [39:45 – 43: 35] What it was like working under Ty Montague and the benefit of tough love
  • [43:36 – 47:20] Managing a team, being a mentor, and when you know it’s time to become a creative director
  • [47:21 – 53:47] What Bobby looks for in a young creative, what made Gerry Graf a special teacher, and the many advantages of attending Adhouse
  • [53: 48 – 54:43] Outro

“The A-List” is a podcast produced by DiMassimo Goldstein, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter