Stephen Potter:
Hi Jessie it’s Potter

Jessie Rauch:
hi Stephen
so
are you ready to be interviewed?

SP
yes i am! ask me anything at all

JR
ok!
so
maybe i should start by asking you about your job
what do you do?

5:30 PM

SP
I’m currently a Vice President Creative Director at Arnold. I oversee digital creative and other “integrated” work for a handful of clients there.

JR
So I know that music and pop culture are an interest of yours
does that inform the work that you do at arnold in any way?

5:35 PM

SP
Absolutely, at least to the extent that everything you produce in the context of advertising tends to be referential in some way. The commercials you see and the promotional work that’s all around us is constantly reflecting what’s happening in culture… in some cases magnifying it, in others distorting it. I knew a copywriter that was so into the style of “The Flight of the Conchords” (on HBO) when he first saw it that he immediately worked that style of humor into his next campaign. Things like that happen more often than not. I would have to say that, in general, I like to think I keep my music and entertainment tastes as my own little secret. No one likes to think they’ve sold out their joy… but the truth is, it happens anyway. You try to honor what you love.
5:40 PM

JR
So things tend to get referential as far creative media goes
What about topical stuff like news, gossip, etc?
(does that ever creep in / inform?)

5:50 PM

SP
I would say that news and gossip and “the word on the street” is just as much of a touchstone for people in advertising and marketing as any other media outlet would be. Advertising is essentially measured by revenue and results and really nothing else, and agencies don’t tend to get too many second chances these days. To to have people in the organization who know what’s “in” or “out” is critical. That can range from knowing when Paris Hilton references are truly exhausted, to understanding what’s going on internationally and what references could be construed as sensitive. IN short, anything that you see taking over the web and getting talked about on Jon Stewart is already getting pulled apart in an agency “war room” somewhere being debated as to whether it’ll fly in a McDonald’s breakfast sandwich promotion.

JR
ha

5:55 PM

SP
That’s just the creative department in general, not even getting into things like our “Department of Human Nature” and our “Branded Entertainment” group. Advertising and marketing is inextricably linked to what people consume, now more so than ever.
6:00 PM

JR
OK so how do you keep advertising from commodifying all culture? is there anything that’s sacrosanct? I’m asking you this because I know you personally and I know you have a soul… there is this stereotype of the Evil Advertising Guy. Is it possible to have progressive social / political values and do this kind of work and not feel icky at the end of the day? Or do you just have to completely detach?

6:05 PM

SP
I think originality will always be sacrosanct. As grim as the whole consumption/promotion cycle can be, the truth is that consumers are still smarter than most marketing organizations will ever give them credit for. They know that their favorite song was not inspired by a shampoo. They know that their favorite song was bought by a shampoo company, which makes people increasingly cynical… but no less intelligent. Advertising is only as evil as the businesses that pay for it. And there are some companies that have really done some beautiful things with their advertising dollars. But no matter what the venue is, everyone recognizes originality. It’s what you’ve never seen before.

6:10 PM

SP
What does make me squirm is when a creative team sees a student film that employs a fresh visual style, and then co–opt it for a national commercial that will be see by millions of people that will never know it was a student film.

JR
Ughhh… does that happen a lot?

SP
Yeah… of course, “inspiration” is a grey area. But I know very few art directors in advertising that aren’t constantly on the prowl for fresh directors, for reels that they can show their creative directors; “we should get this guy.” Unfortunately, what happens more often is that they get some cheaper guy instead who can mimic that style.

JR
That’s messed up… but I guess not surprising

6:15 PM

SP
For the artist, for the designer or writer, I would just say that it’s about being smart and learning to profit from some of this potential… without giving up control or letting it discourage you from putting your best stuff out into the light.

6:20 PM

JR
I want to go back to what you said about people becoming increasingly cynical … recognizing that advertising firms play only one part in this massive cycle of overbranding overconsumption overcommification. I was wondering if there’s ever any push back from you and your team ever if a corporation is steering you into a particularly evil place? Do you ever feel the need to subvert a concept? (Do those situations ever happen or am I over–dramatizing it all in my mind?) And as long as we’re talking about this sort of thing, I was wondering how you, as an advertising creative, feel about un–brand brands like Adbusters and Obey Giant?
6:25 PM

SP
Well, I think the situation increases in gravity when you’re talking about brands that have an uncharacteristically broad reach, companies like McDonald’s that influence the daily diet of so many billions of people. And in general, even the biggest and baddest only want to exploit the medium long enough to influence someone’s consideration of a product. I would say that there are very few brands that most of us work for that lose anyone any sleep. It’s a much, much more common problem to have to steer your client away from a direction that just plainly sucks, or to keep them away from a style of advertising that is shamelessly corny.

JR
ha. “i’m loving it” lasted way too long

SP
heh yeah i wonder how much Justin T got paid for all that shite

6:30 PM

SP
As far as un–brand brands go, I’ve seen their stickers and mags in more advertising creatives’ offices than anywhere else. There absolutely must be that opposing balance. It keeps people that maintain and support brands honest.

JR
Do you think that Adbusters / Giant actually do that? or have they become more of a commodity in their own right?

SP
I do think that the whole “anti–brand” thing is completely disingenuous. What they have done is create brands that stand for something …alternative. It’s not that they’re saying nothing, just that what they say is a reaction to what the mainstream is putting out there. There’s nothing wrong with that at all, but many of the methods are the same, and the ironic thing is, with success, they really can just devolve into yet another one of the ubiquitous style brands.

6:35 PM

JR
Yeah I agree with you there – I almost think that those guys feed the cynicism more than the actual big corporations do… its sucks when someone tells you they’re counter culture or “the alternative” but still try to sell you overpriced t–shirts and posters and stickers and other shit you dont need

JR
I’m doing a project right now about the myspace / suicide girls communities… which kind of feed into the same thing
Myspace is owned by rupert murdoch
…do you know suicidegirls.com?

6:40 PM

JR
Kids come to these sites to “express themselves” but its created this culture of crappy web–bling puke design + young women pornulating themselves so creepy internet dudes will send them comments or buy them stuff… Meanwhile, there’s these empires behind them where evil rich corporate guys get even richer

6:45 PM

SP
Woah, yeah, it is a little chilling to see the exploitation of communities online. We have turned the internet into a marketing bell jar, and the only thing that makes me uneasy is that it’s the youngest, freshest, most independent minds that are the most unaware of how commercial their world has become. But I really think it’s a great time to design if you’re unafraid of the cultural conversation. Look at what Andy Warhol did as a response to consumerism. It’s not a black or white issue. Designers that want nothing to do with advertising absolutely have that right. It’s more about whether you want your work in front of a broad audience in the first place. Whatever hits the zeitgeist is fair game.

JR
(this is all great btw… but before i ask you anything else, how much time do you have left? )

SP
about 15

JR
ok so maybe i should formally get some more biographical info from you before you have to take off

SP
okiedoke

JR
so! ummmm… how did you get started in design? what makes you tick as a designer?

6:50 PM

SP
The emergence of the internet actually started me in design. I had dabbled in art throughout school but had always focused more on literature, communication, and marketing. When the internet really got started in the mid–nineties, everything was just so ugly… and I truly just wanted to help. I found it to be the most immediately gratifying of all the mediums, and the combination of design, experience and communication is what keeps me interested in it today. It’s an ever–evolving form of design.

JR
Do you code?

SP
Yup, just basic HTML
from back in the day

JR
I never knew that
…And what do you see for yourself for the future?

SP
Just trying to stay on top of the future tends to occupy my present. I want to keep working along the connective tissue between branding, communication, and culture. Right now, advertising is one of the most interesting (and provocative) spaces to do that in. But that, I hope, will change.

JR
OK I know you have to sign off now
Thank you so much! This was great.

SP
np!!! call me tomnorrow if you need anything filled in.

JR
sure will!
Have fun tonight!

SP
you too!