As a junior it’s easy to get pigeon-holed, stuck working in catalogue-land, ramming product into every millimetre of white space. One of our readers wanted to know how they could break the cycle of their daily humdrum. So we got in touch with previous interviewee Eric Quennoy, ECD at W+K Amsterdam, and asked him.
Junior: Eric! We heard you started out doing Myer catalogues – how did you move up and out? What advice do you have for creatives who aspire to do much, much more than just your average junk mail?
Eric Quennoy: Yep, it’s true, I started my life as a copywriter writing Myer catalogues. And to be honest, at the time, I was just so happy to be writing for a living. It got me into the discipline of sitting at my desk and tapping away at my keyboard and, even more importantly, finding my voice.
Of course, it didn’t take long before I got completely bored with it and saw the greater opportunities that existed beyond. I was lucky that there were countless other briefs always floating around, so I continued to hassle my Creative Director to let me have a crack at those. I think it was a radio ad for a Myer Bedding Sale I wrote that opened the floodgates for me.
I guess if you truly want to get out of the catalogue cycle, it’s up to the creative to make it happen. Find the people that are doing the stuff you want to be doing, and see how you can help out. Don’t be afraid to hassle. Any decent CD will be happy to have more heads working on a brief. At the same time, you should also be constantly working on your book, coming up with fresh ideas for the clients you have or clients you’d love to work on.
And finally, mini-golf at lunchtime. That really helped me to get through a few ultra tedious ‘Back to School’ catalogues.Tweet