14. Endy Hedman. Head Producer at W+K Sao Paulo.

Endy Hedman, the head of production for W+K Sao Paulo, describes moving to Brazil as "super hard," though maybe not the most eloquent term, one that I can completely understand. The move from Wieden and Kennedy's Portland office was the hardest and possibly the most rewarding and opportunity filled thing he's ever done. He spent four years of his life studying Spanish in college only to arrive years later in Brazil (so close yet so far) where he didn't know anyone, didn't speak the language, and where production is run completely different than in the US. The benefits: the art direction is unreal and the graffiti will blow our minds. I say: lets go.


This is Endy:

Ok, that's how Endy depicts himself on Facebook.

This is Endy in real life (with Kaz Ishii):

Why we like Endy: His LinkedIn lists his activities, under his education, as only 'paella club.

Why we don't: (Except for we think this Christmas stunt may make us like him more).

During a Skype conversation that I thought may last an hour (if I was lucky enough to steal him for that long) lasted over two hours. His stories about the projects he's worked on, the people he's worked with, and the locating he's worked on, would blow your pants off! They also made me both immensely excited and incredibly terrified to dive into this career.


Just so we're all on the same page, this is the man who produced one of my favorite Nike commercials (second only to Naked Running Camp):

Most recently, he created yet another wonderful spot titled, Never Stop Running, for Nike Running: 

Now that we all know the kind of beautiful and inspiring work that Endy has made for us, we may continue. Though the equator separates Endy and Hayley Goggin (Senior Producer W+K PDX), they both have a similar view on producing; it's more than a job, it's a way of life. That's the corniest thing he said during our entire chat, but it was worth repeating.


His journey started in Central America, where he back packed for months college. Eventually, after the money ran out, he arrived in LA where his production-assistant friend landed him a job moving furniture in and out of a production house. That job turned into a PA position, which eventually led to the always coveted WK job in Portland. This is to say that one doesn't need to study production to become a producer.


Now he's leading the charge in Sao Paulo. Last week, Endy hired a 22 year old man who grew up with little money and took nothing for granted. This man attended a Brazilian creative production school and walked into Endy's office with an intense life story and a documentary. When Endy's hiring, he looks for personality and intelligence, and according to him, "You can know eight languages but if you can't communicate, you're screwed." This may be the best advice of our entire talk, and I'm guessing this doesn't only apply to producers.


Once you're hired and have been around long enough to be trusted, the producers responsibility on set is to get the right shot. The producer must be a proactive liaison in every situation, no matter if on set or in the boardroom. 


Endy explains his "GOLDEN RULE" (listen up folks):  Make sure everyone is okay and that nobody loses their shit, and if they do lose their shit, then calm them down. Sounds reasonable to me, somebody has to do it.


Endy says: This job is like the big roller coaster at Six Flags, but it's the fun one, not the one that makes you want to throw up (except for now and then).


What Endy loves:
Anonymous Content
Hungry Man

Thanks Endy!

11. We Love Anne Heuer. Senior Strategic Planner, W+K Sao Paulo.

Here's what happened: I fell in love. With Anne Heuer. I saw her from across the globe on Skpye and we couldn't take our eyes off of each other (mostly because there aren't many other places to look when you're Skyping). 


Recently, she packed up her bags and flew from her old home at Ogilvy and Mather in NYC to her new home at WK Sao Paulo, Brazil. People asked her why, in her 30's, was she moving across the globe instead of finding a man and making screaming babies and her answer was simple; why not? She wants us to live our lives the way we want to, not taking shit from anyone about who we should be, but rather just doing what we're passionate about.  


Anne has a love/hate relationship with advertising. Her job is all about coming up with methodologies and boiling down insights, which she loves. Agency people joke that "your brief was is showing" because the markets have become so saturated and crowded that some agencies think the only way to sell product is to formulaically highlight its obvious perks, which she hates.


This is Anne:

Why we love Anne: This photo (specifically her shirt), honest, generous, liberated.

More reasons we love Anne: When she feels like she is on top of her game at one agency, she wants to leave, thinks brand's tag lines have become two meaningless adjectives stuck together.

Why we don't: She's in Brazil. Not Oregon. But it's okay, we kind of want to be in Brazil.

Anne Heuer came to advertising without a portfolio or an ad degree (which greatly pleases her), but rather an English lit degree and three years of experience traveling around the world writing for an Asian newspaper. Her first industry job was at Wieden and Kennedy PDX as a planner. She was curious and observant, making her the perfect planner, but she explained that the wine was what called to her. Every night she watched planners gather outside W+K around 6pm drinking wine and knew she wanted to be a part of it.


Anne's Quick Tips for Planning:


Follow something that is bigger and broader than advertising. She wants us to OBSERVE what's around us and who's around us (reiterating Scott Bedbury's point about always being present). This will make us better creatives, planners and thinkers. She hires curious people.


Be impressed with the leadership. Seek agencies with leaders that you respect and want to learn from. It will make our job more fun and we will learn more from someone that we are personally inspired by (something Maria Scileppi touched on during her visit). Anne seeks agencies based on their cleverness.


Advertising will always be there. This one seems to be harder for most of us to grasp, seeing as we're currently spending upwards of $50,000 for an education and would like to see quick results in fun jobs immediately. That attitude generally won't get us a job. If we want to travel the world, run across the country or play with penguins in Argentina, NOW is the time to do it. In fact, it would probably help us get a job later. Her point being; follow your dreams (though she would never say something so corny) and don't only 'be' curious, 'act' curious.

This was one of her Facebook profile photos:

What she loves:
Art&Copy (so does Rob Heppler)
John Steel (so does Deb Morrison)
Mother
People Ideas & Culture
Johannes Leonardo (make sure to check this out when you go there)


Where we can find her:
Facebook

Thanks Anne!