Geno Schellenberger, founder of Breaking and Entering Media, is redefining how the next generation breaks into advertising. What began as a pandemic side project is now a full-fledged media brand that covers the biggest industry stories and voices – all in 60 seconds.
Why are they killing it right now? Take it from Dooley Tombras, president of Tombras, as quoted in the Wall Street Journal.
“Advertising content is very traditional.” Breaking and Entering “structurally aligns with how young people like to consume content. And I think that’s part of the magic of how they’ve taken off.”
In this episode, we cover how young ad professionals can stand out in the age of AI, what CMOs need to know about Gen Z marketing, the “viral” marketing trend that needs to stop, plus so much more.
Why personal brand building matters now more than ever
The fear is real and valid. AI is moving fast, and it's making entry-level marketers nervous. Copywriters, art directors, and even strategists are increasingly aided (or replaced) by machines. So, how do college grads stand out when new tools are swiping their spots at agencies?
Geno urges young grads to get ahead with personal branding building. Create and develop a passion project that gets your name out there. You’ll stay ahead of AI by cementing yourself as a thought leader with ideas and experience that’ll make an immediate impact. Geno’s personal brand-building efforts got him a job offer as a Communications Director at Havas Chicago. No job boards. No cover letter. Just an interview on his podcast with the President at the time, Myra Nussbaum. Nbd.
Old school ad industry rules that need the boot
The industry (thankfully) looks a little different since the Mad Men days. Back then, staying late at your desk was a badge of honor. Now, many agency folks leave the office promptly at 5 or even earlier. And, if there’s still work to do, they finish up at home. Geno says we should embrace this new work style driven by Gen Z and post-pandemic life. The pressure to stay glued to your desk till 5 just for appearances needs to go. So, next time, maybe think twice before that “taking a half day?” joke when someone heads out a little early.
60 seconds or less: Understanding Gen Z marketing
We put Geno on the spot and he delivered. Here are two major Gen Z insights CMOs need to know:
1. Influencer marketing is the most impactful Gen Z marketing when done right. Authenticity here is key; the audience will sniff out when an influencer is promoting a brand because they were paid a ton of money. So, be intentional when tapping an influencer and consider how their community will react. Geno cites the “Give Us the Finger” influencer campaign from Oura and agency nice&frank as an excellent example.
2. They’re entrepreneurial. This is not only important to consider when marketing towards them, but also when hiring them. Agencies should invest not only in ideas that benefit the business but also those that fuel the individual. The last thing you want is your staff to be burned out, so create a space for creativity outside of client briefs to foster more innovation inside them.
Preparing for the unexpected
Imagine this: After weeks of prep, it’s finally presentation day, and suddenly there’s a tech issue and your presentation is gone – or maybe someone in the room falls asleep. What do you do? Improvise. Easier said than done, but the ability to seamlessly go off script is a necessary skill to spin disastrous moments in your favor.
Geno gained confidence and improv skills from high school stage theater, and now he breaks no sweat in interviews with top industry execs. Whether it’s an improv class, stand-up comedy, or a local production, get up on a stage and you’ll start to think quicker and be more adaptable when presenting. And trust us, in this industry, expect the unexpected.
The most overhyped social media marketing tactic CMOs are using to go viral
As an industry reporter, Geno focuses a lot on how businesses are positioning themselves, so we got his take on the most overplayed marketing tactic: the green screen and chat trend.
These types of videos involve filming yourself and discussing a topic over a series of still images. This tactic was made famous in the industry by Oliver McAteer from Mischief and used to explain the why behind work. Well, imitation is the sincerest form of flattery. Too many CMOs, particularly from ad agencies, have hopped on the bandwagon. Geno says to leave that one to Ollie. Find a different way to talk about your work and stand out. We took his advice and put a VH1 spin on our newest work for DUDE Wipes.
That’s not all…
Want to hear more from Geno? Like what so many agencies get wrong with their positioning? Or the honestly genius idea behind his dream agency? Catch the full episode on YouTube, and don’t miss the end where Geno takes on our spiciest ‘This or That’ yet. As always, drop your favorite takeaways on our social posts and leave a review wherever you listen to your podcasts. See you next month. 👋
ABOUT THE QUESTION EVERYTHING PODCAST
Part interview, part therapy, part Price Is Right, the Question Everything podcast puts your favorite CMOs and thought leaders in the hot seat. That means while they're facing off against our game board, you'll learn from the successes and failures of the best in the biz who were daring enough to be curious.
