‘In our industry, we wring our hands a lot’: Jaime Robinson on getting back to basics
Jaime Robinson is one of the industry’s best-known creatives. The former Wieden+Kennedy executive now runs her own shop, Joan, which she co-founded last year with former Refinery29 exec Lisa Clunie. But she sees her job — and that of anyone in advertising — pretty simply: It’s about entertaining people. On this week’s Starting Out, Robinson talks about her first job, her first advertising job and the importance of finding the right business partner.
Subscribe: iTunes | Google Play | Stitcher | RSS
My father told me when I was little that money is great, but money is better when you earn it. My first job was delivering papers, the free newspapers. I delivered those in Long Island over the winter. My twin sister and I got on bikes at 4 in the morning. It was the Pennysaver. We would go and chuck it on people’s driveways, and it was freezing cold. I’d make up these stories to keep us entertained. There were stories about these two guys who were from Eastern Europe.
Then, I started a business when I was in 10th grade, a children’s party entertainer. I was a clown. I didn’t wear makeup, but I put on a lot of blush and red lipstick. I would go to children’s parties, and I would dance and sing and play with them. My name was Crazy Jaime. The best thing that happened was we were at a party, and the parents had also sprung for Barney. The kids didn’t want pictures with Barney. They only wanted pictures with me. That was my first business.
Every morning, I come in and say hi to the doorman at the office. We have a really great relationship. I know that sounds crazy. But his name is Winston, and he’s just the coolest dude that’s ever walked this earth. I dance; I sing his name; we have a conversation about the weather and how he’s feeling. I come in dancing sometimes; I want to make him happy. Then, one time he asked someone else, “What does that woman do for your company?” And they said, “You know, she’s the one who founded it.” And he said, “She’s the boss?” It was a revelation. He was like, “But she’s so silly.”
In our industry, we wring our hands a lot about a lot of things. But it’s really about entertaining people. I have to entertain people.
Marketing Briefing: U.S. marketers prepare contingency plans amid potential TikTok ban
The likelihood of a ban is still up in the air, marketers and agency execs say, which is why some are simply taking a wait and see approach while others are preparing contingency plans.
In graphic detail: Gamers are warming up to in-game ads
Comscore questioned gamers about their attitudes toward advertisements in games for its State of Gaming report. Digiday got a sneak peek.
Digiday+ Research deep dive: Agency spending on TikTok plateaus as brands struggle with what to make of the app
Agency clients' spending on TikTok may have hit a plateau, while brand marketers are still searching for the right answer when it comes to how much confidence they should have in the platform.
SponsoredBrands are optimizing video production to drive user acquisition
Sponsored by QuickFrame by MNTN With brands increasingly investing in video ads on social media, marketers are enhancing their video production capabilities to unlock growth on Facebook and Instagram. Especially urgent in an uncertain economic climate, brands must minimize production costs while creating a high enough volume of social media videos to identify the creative […]
WTF is a data clean room?
Platforms use data clean rooms in order to share aggregated audience data versus user-level data.
Meta, Snapchat, Twitter layoffs spell trouble for agency relationships
The speed and scale of platform layoffs only compound the problem of marketers feeling neglected by the social media giants.