{"id":33057,"date":"2020-04-07T14:17:25","date_gmt":"2020-04-07T19:17:25","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=33057"},"modified":"2020-04-08T10:26:59","modified_gmt":"2020-04-08T15:26:59","slug":"the-adpulp-interview-ian-sohn","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/the-adpulp-interview-ian-sohn\/","title":{"rendered":"The Adpulp Interview: Ian Sohn"},"content":{"rendered":"

Ian Sohn<\/a> is a global client lead at WPP. Formerly, Sohn was CEO, Wunderman Thompson (Central Region), and before that Managing Director at SapientRazorfish. He is also one of the advertising professionals who I most want to hear from on Twitter each day. This is the case because I value calm, patient people with an inclusive approach and a well-considered point of view.<\/p>\n

Sohn is an agency leader who knows. I am pleased that he chose to share some of his valuable knowledge with Adpulp’s audience.<\/p>\n

Q. What gets you up in the morning?<\/strong><\/p>\n

A. My dog crawling on top of me to say hello. The smell of coffee brewing that I\u2019ve set the night before. The desire to catch the sunrise at the exact right moment on my morning run. And these days, the craving to check the news even when I know it\u2019s going to be bad.<\/p>\n

Q. How and why did you join the ad business in the first place?<\/strong><\/p>\n

A. My first \u201creal\u201d job was at Sony Music in the PR department. It was the late 90s and the business was being completely disrupted by digital. Wanting to get closer to the marketing side of the business, I joined a small digital shop doing some pioneering work in what was basically the precursor to social media. From there I landed a global marketing role at Nokia. In 2007 I left New York, after 11 years, and moved back home to Chicago with my first (of two) sons in tow. I spent about eight years at Ogilvy & Mather, followed by a few at Razorfish, and then back to WPP in 2018.<\/p>\n

\"\"<\/p>\n

Q. What\u2019s the best campaign you have ever worked on?<\/strong><\/p>\n

A. This is kind of a strange answer. In 2000, while working at this little digital shop in New York, I met a guy called Hesher who was signed to Warner Bros records. To give you a sense of his vibe, he was the \u201cspliff coordinator\u201d for the band Bad Brains before getting a record deal. I didn\u2019t love his music, nor did the critics. But he was funny and a hustler and all-around insane. He called me non-stop with crazy ideas. He couldn\u2019t focus for more than five minutes, so we never got anything done. But I spent a lot of time with him and came to deeply appreciate his passion, even when it manifested itself in really bizarre ways. And even more so, the gratitude he showed me for simply giving a sh*t about him. His display of gratitude motivated me to try harder and care more. It\u2019s a lesson I think about all the time, and try to practice every day.<\/p>\n

Q. Do account service professionals get the respect they deserve? Why\/why not?<\/strong><\/p>\n

A. Well, the good ones do. The ones who see their jobs as more than note-takers and email forwarders.<\/p>\n

Q. What\u2019s the best and worst thing about working in Chicago?<\/strong><\/p>\n

A. The best and worst parts are that we\u2019re not New York, which I can say having been a long-time New Yorker. What I mean is, our sensibilities are more grounded in the 300 million (or so) Americans who don\u2019t live in California or New York City \u2013 that\u2019s a huge asset to clients. The flip side is we can sometimes have a chip on our shoulder \u2013 for some, it\u2019s an inferiority complex \u2013 about being midwestern. I wish we\u2019d embrace it more. I do.<\/p>\n

Q. Please describe your primary responsibilities (day-to-day and big picture) at WPP…<\/strong><\/p>\n

A. I’m the global WPP lead for our Walgreens Boots Alliance<\/a> business. I am responsible for a team of discipline\/cross-agency folks who sit mostly in London and Chicago.<\/p>\n

Q. What was the last best book that you read?<\/strong><\/p>\n

A. Barbarian Days: A Surfing Life<\/em> by William Finnegan<\/a>. It\u2019s the most epic and beautifully written memoir about Finnegan\u2019s decades of traveling the world in search of the perfect wave. Close seconds are Under the Banner of Heaven<\/em> by Jon Krakauer, Night of the Gun<\/em> by David Carr and The Light of the World<\/em> by Elizabeth Alexander.<\/p>\n

Q. If you could wave a magic wand and make industry-wide bad practices vanish, which bad practice would you wish away?<\/strong><\/p>\n

A. I have no tolerance for the self-loathing that can be so persistent in our business. Not only is it unproductive, but it\u2019s so boring and unoriginal. So I\u2019d wave that magic wand over everyone in advertising who hates it, and vanquish them to another industry.<\/p>\n

Q. What are clients looking for in their new agency?<\/strong><\/p>\n

A. The same as ever: Passion, creativity (both big C and creative problem-solving), talent fluidity, efficiency, results. I think it would be a red herring to answer something like \u201cdeep understanding of technology and data.\u201d Because of course statements like that are correct but in the pursuit of results, driven by passion, creativity, talent, etc.<\/p>\n

Q. Do you believe in award show culture?<\/strong><\/p>\n

A. When I win, yes. But seriously, I think awards \u2013 when approached and judged with integrity \u2013 can be a very valuable proxy for great, inspiring work.<\/p>\n

Q. Is advertising for grownups yet (something Howard Gossage hoped would happen one fine day)?<\/strong><\/p>\n

A. I kind of hope not. Meaning, I hope advertising people don\u2019t lose their childish joy for what they do. But as you know, I\u2019m passionate about doing my part to battle ageism in our business<\/a> as I believe in the power of experience\/perspective.<\/p>\n

Q. What is the best preparation for a fruitful career in advertising?<\/strong><\/p>\n

A. If you can listen and are curious \u2013 and extra points if you\u2019re not an asshole \u2013 you can make it in advertising. I don\u2019t mean to be curt, but it\u2019s what I\u2019ve always believed and always will.<\/p>\n

Q. Do you recognize the industry today? Do you think any of us will recognize it a year or two from now?<\/strong><\/p>\n

A. A friend and former colleague, Kevin McTigue who\u2019s now a professor at Northwestern, says: \u201cthe brief hasn\u2019t changed in 100 years.\u201d The tools are different, but the jobs-to-be-done remain largely the same. So in that respect, in all feels familiar.<\/p>\n

Q. Who are today’s advertising trailblazers?<\/strong><\/p>\n

A. I think the work coming out of WPP shop DAVID<\/a> is really interesting, attention-grabbing, and just plain fun. I continue to be impressed by what the team at Spotify is doing with both their product and marketing. Finally, folks like Ian David at Fearless<\/a>, The 3% Conference, and the leaders at Have Her Back<\/a>\u00a0are so important for the future of our business — my admiration is massive.<\/p>\n

Q. What\u2019s the most under-utilized and under-appreciated medium in today\u2019s marketing mix?<\/strong><\/p>\n

A. It\u2019s 2020 and I\u2019m surprised more clients don\u2019t ask about podcasts \u2013 both advertising on them and doing them.<\/p>\n

PREVIOUSLY ON ADPULP.COM: The Adpulp Interview with Copywriters Jim Mitchem and Jason Fox<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Ian Sohn is a global client lead at WPP. Formerly, Sohn was CEO, Wunderman Thompson (Central Region), and before that Managing Director at SapientRazorfish. He is also one of the advertising professionals who I most want to hear from on Twitter each day. This is the case because I value calm, patient people with an […]<\/p>\n","protected":false},"author":3,"featured_media":33059,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,62],"tags":[],"class_list":{"0":"post-33057","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-people","8":"category-the-adpulp-interview","9":"entry"},"yoast_head":"\nThe Adpulp Interview: Ian Sohn - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/the-adpulp-interview-ian-sohn\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Adpulp Interview: Ian Sohn - Adpulp\" \/>\n<meta property=\"og:description\" content=\"Ian Sohn is a global client lead at WPP. 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