I’ve worked in different creative departments for going on seven years now, and with few exceptions, they have all been saturated by men! According to Aquent, a recruitment consultancy in the Netherlands where I currently work, the makeup of most agencies’ creative departments is still only 5% female.

Now, to be fair, I chose to work in this industry, and I’m not going to bleat on about how hard it is to be a girl. In all honesty I actually prefer to work somewhere with more men than women. I’ve found you know where you stand in a roomful of men. If someone has a problem with you or your work, they’re much more likely to tell you. You are often listened to, especially if you can offer a different point of view. And I’ve heard from colleagues (off the record) that women can be easier to work with on a large team of men. Women can be more collaborative, don’t have the same ego issues to battle and are more willing to work together, even under stressful pitching conditions.

While looking for inspiration to write this piece about being a woman in a male dominated creative department, I asked others in the industry what their thoughts were… What follows are three typical responses, followed by my commentary.

1. “In my agency it’s all about the ego”

I’ve worked in a few agencies where there have just been too many creative heads. Most of these have been men, and they can sometimes make it very hard to do your job properly when they use different creative teams as stakes in some sort of political war. Would it be the same if women were in charge? I wonder…

2. “I’m the only female creative in a department of 12+”

This is what I call ‘Boys’ club syndrome’ – something I’m familiar with from my last agency. It’s not surprising that girls can sometimes feel left out. Typically this manifests itself in the boys going down the pub, where they talk shop, without inviting any of us. The frustrating thing is that important decisions are made there. To my bemused, ‘when was that decided?’ I am usually only offered blank looks in return.

3. “Can we please get a female creative director?”

This is what I call ‘Self perpetuating idealism’ – If your work is always judged by a majority of men, from the creative director on down, it’s hard to think it won’t make a difference. The thing we all know about advertising is that it’s a very subjective beast. If you’re being judged by men on what men find funny, well it’s just not a fair battlefield for a woman.

Now, the good news: being a woman creative means that you often have a Unique Selling Proposition (USP). I don’t like being put on a campaign just because I am a woman, but if I’m also put on it because I am recognized as a talented creative, then that’s fine by me. My female perspective has made the difference on a few of the campaigns I’ve worked on. Some of the work has been for feminine brands, others for masculine brands where the client has been impressed with a different perspective. I don’t know whether things will change - although new groups such as ‘She Says’ are working towards exactly that, aiming to get more women into and to the top of the digital advertising industry. But even if they don’t, female creatives shouldn’t be discouraged - like anywhere else in advertising, being different makes a great USP. Don’t be scared to use it!

The Internet has become the essential medium for every Creative seeking to present and promote his or her own original work. Unlike other media, however, because content made available on the Internet is easily accessible and so readily copied, the possibility of someone "borrowing" (aka: stealing) your work (with or without giving you credit) is always there.

The fundamental rule of copyright is that no one may copy your original work without your permission - and on the Internet nearly every act (other than merely surfing and accessing a page) will constitute an "infringing copy".

Whilst the situation is worrying for everyone in the creative industries (especially the music business that is in crisis due to piracy), there are measures a Creative can take to help protect original content posted online:

1. Clearly label your work as being protected by Copyright Law
Though this is not necessary for those registering their ideas with OpenAd.net, where all submitted work is protected, the traditional method is by marking the material with the Copyright Notice (©2008 Author - or the name of the Publisher if applicable) but it might also be useful to put a warning at the beginning and end of the content saying something like: "This work is the original work of Joe Creative and is protected by copyright. Please do not use or copy this material in any way without the express written permission of the author. If you would like to use or copy this material in any way, please write to JoeCreative@Email.com and we will consider your request and respond in a fair and reasonable way."
 
2. Send your work to yourself
Occasionally there is a dispute about the "Originality" of a piece of copyright work in which one author or artist claims that s/he created the work first. This argument is a valid one - though it usually is a question of "one person's word against another's." One way that you can protect yourself against this is by creating proof that your material exists on a certain date - simply by putting a print-out or tape or hard-copy of your work into an envelope and posting it to yourself, then holding on to the unopened package.
 
3. Watermark your work
Some works (mainly photos as jpgs and music as MP3s) can be "stamped" or "branded" by way of an electronic "watermark" programmed directly into the data or the software. This enables the copyright owner to prove ownership of a particular file - but is clearly not easy to do at home and may be expensive to have done by a third party programmer.

4. Track your traffic or limit access to your work
You can do this by making your materials available from only one site, making the source of any infringement traceable through that site (assuming you would have the ability to track site traffic, as OpenAd.net does).

5. Upload your creative ideas on OpenAd.netThis method is an excellent way to "prove" your ownership as at a certain date, being a form of idea registration. OpenAd.net additionally protects against copyright infringement by being a closed, membership-only system. OpenAd.net regularly monitors clients’ advertising and marketing communications to protect creatives against any infringement. For more on how OpenAd.net protects ideas, please see our ‘Protecting Ideas’ section.

6. Apply for a patent for your work
This option doesn’t really exist in most countries - notably throughout the EU where most copyright material, including software, is excluded from patentability. In the US, however, you may have the opportunity to patent an idea that qualifies as an "Invention". Bear in mind most patents cost between $10,000 and $30,000 and take up to 5 years to obtain.

7. Get a Creative Commons licence
The "Creative Commons" organization offers various "open licences" under which you can make your work available - but it is important to note this is not a method of protecting your content, but rather a way of distributing it widely without any users "infringing" on your rights (see Creative Commons for further information).

The Internet is, to be sure, a minefield for Creatives, but some sensible precautions, such as the suggestions listed above, may help to avoid the most obvious problems.

Did you realize that the real cost of bottled water is often much higher than the retail price you pay?

Helga Stentzel, a Russian student from the Central Saint Martins College of Art and Design in the UK clearly got to the heart of the matter in the latest OpenAdTalent pitch that asked students to inspire the world to stop using plastic bottled water. Her winning idea ‘Bottled Water: What you really pay for’ convinced the judges and earned Helga a 500 USD prize and moved the Central Saint Martins College of Art and Design up the rankings to third place on the OpenAdTalent University League board.

Alan Midgley, former executive Creative Director of Ogilvy described her idea as: "A very strong simple idea with which we see the futility of the cost of a bottle of water. A clear winner in my book."

Helga is currently busy finishing her advertising course at Central Saint Martins College of Art and Design. Helga’s idea can be seen on the OpenAdTalent site. The winners’ billboard shows the idea in full along with more of the judges’ comments.

Coming in a decisive second was Keighley Greener, a student from the University College for the Creative Arts, Farnham, UK. She earned a 200 USD prize for her idea ‘Water is Water.’ She is currently studying for her BA in Advertising and Brand Communications and has just completed her first year. Presently she is concentrating on competition briefs while looking for work experience in London. 

In third place was Theano Maria Mandila from the Graphic Arts and Multimedia Technology, Technical Educational Institution of Athens, Greece; in fourth, Matevz Lipanje from the University of Ljubljana, Slovenia; and coming in fifth, was Peter Zabret, also from the University of Ljubljana.

Neogen SA, owner of Bestjobs.ro, a newly independent job board site in Romania that was previously part of a portal, came to OpenAd.net looking to reposition itself against the competition as the best. Around the same time, Neogen SA, which also owns Neogen.ro, a leading social networking site, asked OpenAd to help generate an advertising campaign that would position that site as the coolest online community for teens and acquire additional market share in that segment.

Australian creative Miriam Cha delivered knockout ideas for both sites, winning the 1000 USD first place prize for Bestjobs.ro as well as the 500 USD first place prize for Neogen.ro. Her vision of how to reposition the Bestjobs site as the best against the competition alongside her imaginative advertising campaign to attract more teens to the Neogen site was just what the doctor ordered! 

Miriam hasn’t been employed in the advertising industry long at all; in fact, she took her first copywriting job the day before her law school graduation ceremony! So far, she has been enjoying her move to freelance writing, though she has been doing it for only a few months.

Miriam had this to say about her wins: “I was totally bowled over - honestly never imagining I'd win one pitch, let alone both. I think the online agency environment makes a lot of sense - for my part, I didn't have a book when I discovered OpenAd and it was great to be able to have a shot at some briefs without having to elbow my way into the industry first.”

OpenAd’s very own creative Rachelle Boyle was recently announced the winner in Ogilvy’s “Using the power of the brand for the power of good” competition at the MIPTV 08 event in Cannes, France for her idea 'Fanta's Unlikely Heroes'.

In honor of her fabulous win, we interviewed Australian creative Rachelle Boyle (currently a copywriter with Cummins Nitro in Brisbane) asking for her thoughts and observations on what it was like to compete at such a high level.

1. What was it like to present directly to the Ogilvy judges at MIPTV 08?

My first presentation was absolutely terrifying! It was my first public speech and I had to present on a stage in front of about a hundred people including the Ogilvy judges who were sitting on stage ready to give comments!

2. What was the feedback to your ideas like?

During the Innovation labs I was teamed with a coach from Ogilvy and together we restructured the campaign to maximize use of modern technology including online social networks and mobile communications. With plenty more rehearsal under my belt, I then made my final pitch which I felt much more confident doing with all the positive encouragement I had received during the precious two days. The feedback after the conclusion of my pitch was incredibly positive - someone in the audience said it made them want to go out and buy a bottle of Fanta right away!

3. How does it feel to have won the Ogilvy competition?

Being announced the winner was so exciting because this isn't just an advertising campaign - it's a cause that can save an enormous number of lives. I'm looking forward to collaborating with Ogilvy who are just as excited and passionate about my idea as I am!

Womenforhire.org has recently featured Katarina Skoberne, Managing Director & CEO of OpenAd.net, in their “Dynamic Women” video series. 

WomenForHire.org has 250,000 unique visitors each month and looks for women with a story to tell that who can inspire, inform or advise other smart and ambitious women.

Below is an excerpt from Katarina's interview, with her advice for professional women…

1. What are the challenges associated with starting an innovative business?

1) As a woman, you are often told you can’t do the impossible, and what you’re attempting to achieve is impossible.
2) Many people told us that a company led by all women would find it hard to secure funding, but we proved them wrong!

2. What are the pre-requisites for working for a young & innovative company?

1) You have to have enthusiasm; fall in love with your business in order to be able to put in the hours and the dedication.
2) You have to have persistence!!!

3.  What would you say are the Secrets to Success??

1) Adopt an attitude of entitlement.
2) Adopt an attitude of why NOT me?

Great words to live by, not only for women, but everyone!

Research shows that while creativity is to some extent innate, it can be enhanced through repeated efforts to stimulate it. Here, the OpenAd Blog Team presents our top 5 tips for revitalizing that old gray matter to help you come up with knockout ideas for that next brief!

Top 5 Tips to Boost Your Creativity:

1. Free your mind
Each morning as you get up, pick and focus on a completely random object with a pre-defined use, like, say a toothbrush, and come up with as many alternate uses for that object as you can in the space of 5 minutes.

2. Fuse randomly
Another way to practice your creativity is to take two seemingly unrelated ideas or concepts and combine them in new and refreshing ways. So, for example if you're working on a brief for a shoe brand, you might try to think of some completely unrelated concepts, like say, an angel... A shoe with angel wings? Interesting.

3. Don't limit yourself
When working on creative ideas, it is often helpful to first gather random associations, writing down whatever comes to mind. Write down the first 10 things that pop into your head, with no regard for whether or not they would make workable concepts. The point is to withhold judgment until later so that even completely unconventional ideas can come to fruition!

 4. Take your inspiration wherever you can get it
In the shower, on the train, while walking your dog, having a conversation with a friend. Begin to develop the habit of seeing every interaction and everything you notice from the smell of grass to the sound of rain as a potential source of ideas.

5. Change up and rest up
Just like physical exercise, creative mental stimulation is best confined to a set period of time, otherwise it can become counterproductive. After an hour or two of working hard on your ideas, take a nap, eat a banana, go for a run, or work on something completely left brain (like taxes!) until the urge to be creative strikes again. You will return to the creative task renewed and refreshed...

The latest pitch on OpenAd.net asks creatives to promote Mario - a famous urban R&B singer best known for his 2004 hit single Let Me Love You. What's more, the winner of this pitch will receive 10,000 USD, should Mario's record company choose to license the idea.

His record company is looking to the OpenAd creative network to introduce new creative concepts into Mario's existing marketing machine that will maximize Mario's general fame.

The challenge of this pitch is to create a contact strategy that captures customer information, drives sales of CDs and concert tickets and generates demand from the wider and general market fan community to meet Mario and win free Mario tickets and merchandise.

Submitted ideas should include creative use of media – the concepts can range from internet micro sites, promotions and competitions, email marketing, viral ideas, widgets or other on or offline PR or stunt opportunities which generate consumer and press/media interest.

Since appearing on Dancing with the Stars, a very popular show in the US, Mario has become a household name in the USA, and expanded his fan base beyond the usual 18-24 crowd. His 2004 album Turning Point, featuring the megahit skyrocketed to #1 on the Billboard Hot 100, propelling the album to worldwide double platinum status and earning Mario two Grammy nominations and two Billboard Award wins. Mario's latest album Go! came out in December of last year, and he will go on tour in June 2008.

The deadline for submitting ideas is April 30th, Midnight UK Time. OpenAd.net creatives can view the brief on OpenAd website.

Recently I attended a seminar called "Advertising: The New Creative Agency" put on by MediaBistro, an organization dedicated to anyone who creates or works with content. MediaBistro's greater goal is to revolutionize the way creative/content industry professionals relate. I was surprised at how interesting the session actually was and walked away having learned something new!

The panel was moderated by Megan McIlroy, a reporter from Advertising Age. The panelists were all very accomplished in the industry and really meshed well together, creating some interesting conversations. The panelists included: Frank Addante, CEO of Rubicon Project; Trevor Kaufman, CEO of Schematic; Gayle Maltz, Director of New Media at BRAVO; Marc Ruxin, Director digital strategy at McCann WorldGroup; Guy Winenyk, AKQA and Dawn Winchester, Client Services at R/GA.

I found something that Marc Ruxin, from McCann WorldGroup said to be particularly interesting. When the topic of user generated content was brought up, he said: "Agencies of the future will cast assignments to a global creative community." – Enough said, I guess, and needless to say, we agree 100%! How refreshing it is to hear an innovative perspective from an agency big-wig!

Guy Wieynk, from AQKA also said he was "all for user generated content" and that advertising should be "all about GREAT ideas!" Dawn Winchester, from R/GA said "it's not always about agencies making the creative if that is what is best for the client."

I was happy to realize that agencies are finally starting to take to heart that great ideas aren't limited to their in-house talent alone. Good news for OpenAd creatives! Hopefully big agencies will begin to adopt the forward-thinking exemplified by the executives at this seminar.

Overall, I was excited to see that the market for buying and selling creative ideas is opening up and evolving into a more global concept. Hopefully agencies will soon all recognize how the standard order of business has changed and start utilizing the advantages of the creative potential available worldwide, as OpenAd has for years. What do you think?

On March 19^th, I attended an iBreakfast meeting, where OpenAd's Co-founder and Managing Director, Katarina Skoberne, held an audience of 75 advertising industry professionals in New York City.

iBreakfast is a monthly gathering of Digital Media Executives, Entrepreneurs, Investors and Media Professionals. In addition to a free breakfast, I left feeling like I had learned something new! This breakfast in particular was notable for "showing how to put the world to work for you by tapping into new markets," says iBreakfast founder, Alan Brody.

Alan continued: "This is truly a revolutionary concept, even though it has been talked about for a long time. What is clear now is that all the tools and public sentiment are in place to harness for those who can think outside of the conventional parameters This point is so important because it explains why your next competitor is not likely to be your current one – they are probably as captive as you are to conventional wisdom."

The focus of this iBreakfast was to look at innovative companies that use collaboration - motivating people to work together or against each other for a common purpose. Some of the other companies presenting included The Receivables Exchange which monetizes short term loans, and OurStage.com, a music review and promotion site.

Alan continued with his endorsement: "OpenAd.net is a really good example of all of the above because it is a great way for marketers and advertisers to reach out to the global creative community for ideas. The concepts just pour in. The most famous being the effort by Bono to retire 3^rd World Debt. But many Fortune 500 companies like Gillette participate as well."

What I took away from the iBreakfast was the impression that the trend of ''crowd sourcing'' and professional user generated content is beginning to take off. New companies that utilize and harness the power of these networks and communities are popping up everyday. That said, I'm confident OpenAd will continue to secure great briefs for our creatives to pitch, as the overwhelming demand in the ad industry for outsourced ideas continues to grow.

If you'd like to be made aware of future OpenAd speaking engagements, please don't hesitate to contact EmilyAnne Skinner.

Who is Ariel?

Ariel is a Key Creative. As in a spermatozoid that figured out how to win an exhausting marathon alongside millions of competitors for the podium: a comfortable, warm and round egg.

What does it mean to be a Key Creative?

It is like going to the market and buying those stain-remover washing powders, with active enzymes, low lather and everything else you read on the packaging. You feel that you acquired something important but as with everything new, you only discover its benefits as you use it.

As in the analogy offered above, being a Key Creative means being part of an exclusive group that has been chosen because of its devotion, enthusiasm and effort, passion for doing what they love – and it is a great motivator. I can say I am proud of being an OpenAd Key Creative, as are those that know me and know how I am when I set my mind to a challenge.

Do you have any advice for OpenAd’s Creative community?

If you are already working at an agency, you can improve your portfolio. If you are looking to become employed at an agency, you can create a great portfolio. And if ever during the year you find yourself tired and in need of fresh air, OpenAd's pitches allow you to enjoy an excellent holiday. You are at home creating for people all over the world and you know that in a different country you are probably seducing people right now with the power of your idea.

I encourage you to take part of it, no matter what your interest or purpose may be, because it will be useful to you both as an exercise and beyond, you won't feel that you are losing or winning but you will evolve. And you will see how doors will start opening for you. Thanks to OpenAd expanding all over the world, at the moment I feel like the Brazilian musician Roberto Carlos and his "million friends". Meeting some really interesting people and garnering their praise has been the best award of all.

Chloe Slade, a student from the University College for the Creative Arts, Farnham, UK has won the latest OpenAdTalent pitch that asked students to create a competition idea for an environmental charity. Her winning idea "Rock Your World" earned Chloe a £250 prize and moved the University College for the Creative Arts, Farnham up the rankings to second place on the OpenAdTalent University League board.

Alan Midgley, former executive Creative Director of Ogilvy had this to say about the winning idea: "Bob Geldof would approve! This idea creates a charity which encourages people to write songs to make people think and to help make the world a better place."

Chloe has won several competitions until now, still she is very excited to have clinched what is now her second OpenAdTalent victory: "I think OpenAd.net provides a great opportunity for people to take part in real briefs. I'm happy to be chosen as winner of the pitch, especially considering in a few months time I'll be out looking for a job. Hopefully it's a good sign for the future!"

In two months she will be graduating with a BA in Advertising and Brand Communication. Her ambition is to work as an art director, alongside her long-time creative partner Jessica Cox. Chloe’s idea can be seen on winners' billboard of OpenAdTalent site along with judge's comments.

The runner-up spot was taken by a student duo from Central Saint Martins College, University of the Arts London, Sam Haynes and Lee Trott. They received a £100 prize for their idea "Eco-Hub Social Network Application". Both are currently in their final year of advertising classes and were recently hired by ad agency Lowe London.

Sam and Lee commented: "We think Openad is a great way of finding out how your work stands up in the outside world. At the very least it's good practice for anyone who wants to have a career in advertising. And the extra pennies don’t go amiss either!"

In third place was Tao Zhu from the University of Chichester, UK; in fourth, Keighley Greener from University College of the Creative Arts, UK; and coming in fifth, James Cook, also from the University College for the Creative Arts, Farnham, UK. OpenAd.net members can see – and buy - the students' entries in our Gallery.

The league board positions are as follows: Manchester Metropolitan University, UK in first place and followed by, respectively, the University College for the Creative Arts, Farnham, UK; Miami Ad School, USA; Central Saint Martins College, University for the Arts London, UK; and the University of Chichester, UK.

SRC, a leading SE European company in the field of system integration, came to OpenAd.net seeking an enhanced corporate identity. The firm wanted a new and improved logo which would address the company’s problem of an inconsistent brand image. The company’s goal is to promote itself as a leading IT services provider in SE Europe with a significant global presence.

Argentinean creative Karina Bordas delivered, and won the 2000 USD first place award for her vision of a fresh corporate identity for the leading system integration company. The new logo communicates with SRC’s key audiences and allows for adaptation to a range of companies within the group. The client, SRC liked the new logo so much that they have licensed Karina’s idea in perpetuity.

Karina has been employed in the advertising industry for 17 years, and especially enjoys creating corporate identities. Karina graduated from "Escuela Superior de Creativos" with a degree in Art Direction, and has held positions as both a Creative Visualizer for Leo Burnett and Ratto BBDO, as well as a Senior Art Director for McCann Erickson. During her career, she has worked on diverse client accounts, including Unilever, McDonald’s, Kellogg’s, Volkswagen, Nivea, Puma, Nescafe, Chevrolet, and Coca-Cola.

Karina said: "Winning the SRC pitch makes me proud and gives me lot of satisfaction.
I think OpenAd will revolutionize the advertising world, demonstrating today how the ad industry will work in the not too distant future." SRC’s major customers include financial services and telecommunications firms, in addition to public administration entities. The new corporate identity will support and enhance SRC’s growth ambitions.

Two of OpenAd's creatives have been selected as two of the six shortlisted finalists at the Content 360 competition, and have now been invited to pitch their ideas directly to the judges during the MIPTV 08 event in Cannes, France. The Ogilvy judges have made their final selections, and found the ideas from from Australian Rachelle Boyle, and Slovenian Maja Truden both inspired and motivating.

Entitled "Using the power of the brand for the power of good," Ogilvy's competition was hosted by OpenAd.net. The competition called for an awareness-grabbing, Cause Related Marketing campaigns with global appeal. They were to benefit a larger cause to be brought to life through branded content for any one or more of Ogilvy's brands, including Ford, BP, American Express, Dove, and Fanta. In recent years, by harnessing the power of brands, Cause Related Marketing has been a catalyst in helping a huge number of charities and causes around the world.

The pitching will take place from the 7th to the 11th of April 2008 at the MIPTV 08 event, and will give both OpenAd creatives the chance to compete for a partnership deal for an Ogilvy Group UK client, valued at a minimum 10,000 Euros.

Australian creative Rachelle Boyle just started working in the advertising industry, and is very passionate about big ideas that can change the world. Her idea, "Fanta's Unlikely Heroes" was born long before she even realized she wanted to go into advertising.

It was during a trip to Nepal some years ago that she experienced how devastating contaminated water can be to the lives of the worlds less fortunate. Upon her return, she did some research and discovered a very cost- effective solution to the problem.

She was excited about the competition: "I'm thrilled to have the opportunity to incorporate my idea and desire to help the world's neediest into an advertising concept, and I'd love to see it put into action."

Slovenian creative Maja Truden is currently a student of Marketing Communications and Public Relations in Ljubljana, Slovenia. She enjoys everything connected with marketing and although most of her time is devoted to studying, she has already taken the leap from theory to practice and started enrolling in competitions.

Amazingly enough, her idea "Make Friends With Fanta" is only the second idea she's ever submitted to OpenAd. She was satisfied with help and support provided by OpenAd.net: "What I appreciate the most about OpenAd is that when they say they will help, it isn't just idle talk, they really will help – the team is there for you when you need them."

Here it is, the OpenAd blog team's first ever TOP 10:

10 things that can and probably will go wrong when you're in need of a good idea:

1. The best ideas will usually come to you either in your sleep or while you're out at the pub with friends. In both cases you're most likely to forget them.


2. The best ideas will usually pop up when you can't write them down. Like when you're on the toilet, in the shower or on a really hot date. Well, the latter is debatable...


3. Should you happen to remember and write them down, you'll throw the paper away by accident.


4. Should you remember them, successfully write them down AND keep the paper, they'll seem a lot less amazing and interesting once you think them over.


5. When a breakthrough idea does come to you, you can rest assured that someone before you has had it already. And of course they didn't forget to copyright or patent it either.


6. Good ideas rarely come to you when you need them most. The best idea to come to you before the deadline will be to call out and order a pizza.


7. Great ideas will pop up only AFTER the deadline. And this time around, the client will not accept late entries.


8. Good ideas are usually accompanied by a lack of comfort, time and money. Unfortunately it doesn't work the other way around.


9. Good ideas can transform the world in a day. Bad ones can change it even faster.


10. When you finally get all the time in the world to work on great ideas, you won't have any. Ever.

Your turn now!