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About Peter Gabany
(Top Expert on this page)

Expertise
Strategic planning: Objective based advertising, Ad creative, Writing, Photography - buying and making, Illustration - buying, Print, Outdoor, Event, Media, Media Planning, Broadcast, How to select an agency, What the client must provide, Pitching a client / being pitched

Experience
Over 25 years in the business - 22 years operating an agency. Creative direction and agency management.

Education/Credentials
RGD Ontario - www.rgdontario.com
CAAP - ICA
CPPP - ICA


   

You are here:  Experts > Jobs/Careers > Advertising > Advertising

SubjectDate AskedExpert

Fee structure11/25/2009Peter Gabany
  Q: I am mainly confused about the fee structure of ad agencies. I've been reading about the history of ...
  A: Isabella, Thank you for your question. The idea of agency commission is nearly dead - but they have ...
Delays11/16/2009Peter Gabany
  Q: Peter, I've read a few of your responses and they're so impressive that I'm burdening you with the ...
  A: Blair, Thank you for your candor. Project delays… yikes! All too often this can be a two way street ...
Advertising Direction11/11/2009Peter Gabany
  Q: Hey Peter, I am a young Ad student at the Art Institute of Portland. I am looking at graduating in ...
  A: Mikayla, For myself, I would set my sites on either position, but know that both are up the chain ...
follow-up to previously asked question11/11/2009Peter Gabany
  Q: A question was asked back in 2007 and I was hoping for a little more info. Q--I currently work for ...
  A: Stacey, People seem to do parts of the retainer formula and not all of it. I for 1 cannot ...
How you started11/11/2009Sean Trapani
  Q: Hey Sean, I am a young Ad student at the Art Institute of Portland. I am looking at graduating in ...
  A: Mikaya, I didn't know what a "copywriter" was when I graduated from college (with degrees in ...
From Account Management to Copywriter11/8/2009Sean Trapani
  Q: I was a frustrated Account person with dreams of being a creative. After working my way up to ...
  A: First off, Nikki, don't be so hard on yourself. You are a creative already...just one without the ...
Marketing Retainer Agreements11/6/2009Peter Gabany
  Q: Pete, I greatly enjoyed and appreciated a response you posted in 2007: ...
  A: Dan, We draft a custom agreement in each case so no, we are not comfortable delivering one your ...
entry-level account planning11/6/2009Peter Gabany
  Q: I am currently in my final year of Advertising at St. Clair College in Windsor, Ontario. We are in ...
  A: Jennifer, Great questions. Account planning is a great carer path and frankly bravo for setting ...
presentations10/27/2009Sean Trapani
  Q: At an ad agency, who presents a completed project to a client? Is it the creative director or the ...
  A: Danielle, Every agency is different. In some, this is a job for the creative director. In others - ...
Retainer / fix fee confusion / per hour costs10/27/2009Peter Gabany
  Q: I have a confusion on how do i calculate my companies per hour cost. Till now what i did was, as we ...
  A: How to figure this out - and in India no less. There is a model used universally that is a good ...
over smart clients10/26/2009Sean Trapani
  Q: Our agency just pitched to a potential client with some advertising needs. Budget $55,000/- a year. ...
  A: My advice is to trust your instincts. It is not unheard of for a client to ask their agency to tie ...
over smart clients10/26/2009Peter Gabany
  Q: Our agency just pitched to a potential client with some advertising needs. Budget $55,000/- a year. ...
  A: Kirtiman, The slippery slope. You are NOT in charge of the product, it's sales channels, its ...
Collecting the balance on a job10/20/2009Sean Trapani
  Q: I feel silly asking this question since I have been in this busines for over 20 years, but I've hit ...
  A: Walk away, Laurie. You might come out on the short end now. But you never want to burn bridges - ...
design degrees10/17/2009Peter Gabany
  Q: Do ad agencies usually look for people with design degrees to fill art director positions? Or, could ...
  A: Guerrilla marketing has assorted meanings and the interpretations vary but any marketing that seems ...
design degrees10/8/2009Peter Gabany
  Q: Do ad agencies usually look for people with design degrees to fill art director positions? Or, could ...
  A: A degree is always helpful but no, not necessary - especially if you are stellar at your work. A ...
account executives9/30/2009Peter Gabany
  Q: I have a couple of questions. Do account executives at advertising agencies do any cold calling in ...
  A: Danielle, The short answer is yes and yes. Some agencies have new business teams where it is part ...
art director & creative director duties9/29/2009Sean Trapani
  Q: Can you tell me if art directors and creative directors at advertising agencies work with ...
  A: Danielle Art directors and creative directors often make their own selection on which photographer ...
Graphic Design Project Proposal fee9/22/2009Peter Gabany
  Q: I'm a Graphic Designer/Visual Communications Specialist with 15 years experience corporate in-house. ...
  A: Friends till the end and boy oh boy this is the end. We have all been here in some form or another. ...
Graduate Advertising Studies9/22/2009Sean Trapani
  Q: Mr. Trapani, I'm a 25-year-old editor working in the Language Arts department of a giant textbook ...
  A: William, I cannot give you a blanket response for this question. Every school - and every ...
What and where is my next step?9/21/2009Sean Trapani
  Q: Mr. Trapani I recently graduated form Pennsylvania State University with an Advertising degree. For ...
  A: On the east coast, your options are VCU (grad level), School of Visual Arts (undergrad only I think ...
Advertising9/21/2009Peter Gabany
  Q: i need to leverage my role as an accounts exec to one of our major clients in so doing i need to ...
  A: Kenneth, I would need to know far more than what you are presenting to prepare an outline for a ...
Advertising9/21/2009Peter Gabany
  Q: i need to leverage my role as an accounts exec to one of our major clients in so doing i need to ...
  A: Kenneth, Best of luck putting this information together. If I have any advise, don't make it about ...
Too old?9/17/2009Sean Trapani
  Q: I am a 28 year old college graduate (BA in English) with no industry work experience. I am taking ...
  A: That depends upon the individual agency, Adam. One creative director might view you as more mature ...
Too old?9/17/2009Sean Trapani
  Q: I am a 28 year old college graduate (BA in English) with no industry work experience. I am taking ...
  A: Adam, You do have some reasons for pause. Entry-level creative positions are generally a young ...
Is Advertising for me? (cont'd)9/15/2009Sean Trapani
  Q: its me again... thanks for your response. I have thought and written something else, that might help ...
  A: Alf, Advertising should be a seduction. So there's nothing wrong with your desire to apply those ...
software programs9/15/2009Peter Gabany
  Q: Am looking for an ad agency software program primarily for media charges/time sheet/billing. Used ...
  A: We too use Clients and Profits and have done so for nearly a decade - how time flies. The only other ...
marketing9/12/2009Sean Trapani
  Q: what do you mean by adverting positioning?
  A: Joana, "Positioning" was a term created by Al Reis and Jack Trout, who were brand managers for GE ...
follow-up question9/4/2009Peter Gabany
  Q: I recently asked you some questions about advertising and I'm not sure if you got my last few ...
  A: It happens that a CD (Creative Director) will migrate to the account side, less of a chance of that ...
retail advertsing9/3/2009Sean Trapani
  Q: Is there a suggested % of gross sales in a retail store that should be spent on advetising? We own a ...
  A: Barb The percentage of sales to marketing usually depends upon the industry, the market and the ...
advertising careers8/29/2009Peter Gabany
  Q: I'm thinking of a career in advertising and I have a question. I know that art directors focus on ...
  A: Another good question. Account people - if they are good - will insist on getting involved in the ...
advertising careers8/28/2009Peter Gabany
  Q: I'm thinking of a career in advertising and I have a question. I know that art directors focus on ...
  A: LOL! No not at all. Some places are all grind and watch your back. This is especially true of the ...
advertising careers8/28/2009Peter Gabany
  Q: I'm thinking of a career in advertising and I have a question. I know that art directors focus on ...
  A: Danielle, Great question… seriously.There isn't a job in advertising as far as we're concerned that ...
Portfolio School Inquiry8/25/2009Peter Gabany
  Q: I have been trying to narrow down portfolio schools over the summer for fall 2009. I am going into ...
  A: Elyse, I would prefer to have an idea of what you are after. One can only assume a career in ...
First pitch8/21/2009Peter Gabany
  Q: Mr. Gabany, I am new in advertising, working by myself and doing my first pitch to my first client ...
  A: In a small group of three you want to make certain that you have bound copies of the presentation ...
Job Title - Bigger opportunities8/14/2009Peter Gabany
  Q: Gabany, I may be starting in-house at a new company, where my role would involve the advertising, ...
  A: Carter, The reason for the recommended title is simple - you don't know where you will end up. You ...
Title8/14/2009Peter Gabany
  Q: Gabany, I may be starting in-house at a new company, where my role would involve the advertising, ...
  A: Wow - what a great opportunity. And quite a large portfolio. How about “Director of communication ...
Advice for Students8/12/2009Sean Trapani
  Q: Ca. I just started my first year there and time is flying faster than I thought, can you offer some ...
  A: Sean Different agencies look for different things - both in you and in your book. A retail shop ...
Applying for MS in Advertising!8/9/2009Sean Trapani
  Q: I am looking forward to apply for MS in advertising in some US college as an international student. ...
  A: Kartik It's not that the degree is wrong, but your description is vague. There are a lot of ...
Advertising Career8/7/2009Sean Trapani
  Q: I am a Senior Communications-Advertising major this year. I have had many bumps in my college career ...
  A: Kara Being a copywriter or art director is not like becoming a chef, for which a training pedigree ...
Portfolio Schools8/7/2009Sean Trapani
  Q: Trapani: I recently graduated from a university in southern california more known for engineering ...
  A: Portfolio schools are good - but I recommend them for someone who has some (at least one year) ...

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