POP CULTURE ENGINEERING WITH WRITER AND CREATIVE DIRECTOR PAULA MAKI BIONDICH OF MONO

Industry Hero Paula Maki Biondich knows all about pop culture engineering. As a writer and Creative Director at mono, she's no stranger to creating the kind of work that gets people talking. Mono was the brainpower behind MSNBC's "Lean Forward" campaign, as well as the "Real Good" chair experiment done in New York City for client Blu Dot. "We're always thinking about the PR story behind a campaign... I love seeing how we're able to make things that people talk about," she told the students.

With seven years of agency experience under her belt, Paula was able to give the students an interesting perspective on the highs and lows of advertising:

High: Being able to humblebrag (imagine picture of Paula and Spike Lee together while working on the MSBNC spots.)

Low: The long hours. This is generally not a 9-5 job.

High: That moment right after your work is sold and you get to celebrate.

Low: That moment right after your work is killed and hours upon hours of work go down the drain. 

She also gave the students some more general advice. "Act like you're one level up," she told them about their foray into agency life. "Act like you belong in your boss's spot... otherwise [without that motivation], there's no incentive to move you up." She also warned the students against trying gimmicky stunts to get noticed (please don't FedEx yourself to an agency... ever) and encouraged them to always stay in good graces with their teachers and classmates. "Networking can get a mediocre book a job." 

Thank you, Paula. You're a great role model for young Creatives!

Click here for more information on the Minneapolis Base School.