“It’s revitalizing to know that SMiiLE is making the kind of pop-inclined yet defiantly eclectic music that made the indie-rock scene so exciting to follow in the 2000s, and you’d be hard-pressed to find any band in the Austin music scene making art-pop that sounds this frenetic, joyous or vital.” —Do512

Watch a recap of the performance below!

Overall, we saw three themes of success:

1. Brands should prioritize authenticity over flashiness.
2. Brands should be different and distinct in a world of experiential sameness.
3. Usually, the simplest ideas are the best.

Keep reading for more SXSW smarts straight from the experiences of our people.

Jay Esteves, experience strategist

What brand activation worked?

The Comcast/NBC Universal house had fun and simple shareable moments that people were happy to wait in line for. From Michael Scott’s desk straight from The Office, to a professional modeling photo experience by Project Runway, people got to interact with shows they know and love.

#1 Takeaway

“Method doesn’t matter. It’s the effect.” Technology is developing and becoming cooler every day, but we can still create immersive experiences in scrappy ways.

Tori Ciniglio, jr. writer

What was your favorite panel and why?

In a discussion with venture capitalist, Roger McNamee, on the topic of big corporations and data, he discussed how their business models are a misuse of our trust and will ultimately affect future laws and elections. His most important takeaway was to focus this power on the good that we can do (e.g. birthday donations on Facebook) as a society before it’s too late.

Best musical discovery

Good Heavens—they’re an upbeat, beachy, indie-rock band who put on a lively and super fun show.

Harper Biewen, jr. art director

What was your favorite panel and why?

My favorite panel was a discussion between musician Brandi Carlile and actor Elisabeth Moss where they compared and contrasted their creative processes in their respective industries. It made me realize we all have rituals and tools that spark our creativity and allow us to be better storytellers.

#1 Takeaway

SXSW taught me that 1) I know nothing, and 2) women run the world.

Elizabeth Thompson, VP, group strategy director

What activation worked?

The Good Omens activation for the new Amazon Prime original show was well thought out and conceptual without feeling complicated. Details like “Heaven” or “Hell” bracelets, puppies labeled as “Hell Hounds in Training” and the Tree of Eden bar gave a sense for the show without making me feel like I was being sold something.

Best musical discovery:

Yola. Tyler Ramsey. Cautious Clay. Novo Amor.

Evan Walker, associate media director

What was your favorite panel and why?

“Immersive Marketing: Beyond the Instagram Palace” discussed the importance of creating authentic experiences, like the trend of “fantasy worlds,” because consumers are more prone to feel an emotional connection. In turn, we see social posts happen organically and consumers will capture unique parts of their individual experiences.

#1 Takeaway

Whatever it is, keep it authentic.

Valerie Furgerson, JR. strategist

What was your favorite panel and why?

During “Milk Bar: Innovation in Pursuit of the Unexpected,” chef and founder of Milk Bar, Christina Tosi, spoke about remaining relevant without losing authenticity. It’s about trying and failing, trying and iterating and ultimately creating a unique experience that stays true to the brand.

#1 Takeaway

It’s not about “experiential” per se, it’s about doing something different and distinct.

Well, you heard it here first straight from our experts. Be genuine and get genuine responses in return, don’t be afraid to stand out and at the end of the day, simplicity wins. We’re beyond lucky to live in the heart of Austin where we can walk outside of our doors, soak up this knowledge and bring it right back in. From how we’re telling stories in First & Only ways to finding room to do good using our strengths in advertising, our people are already activating what SXSW 2019 taught us.

Until next year, SXSW!

Mason

Harry’s: A Man Like You

Breaking stereotypes and creating a cultural conversation around media’s portrayal of masculinity, the Harry’s short film was a breakthrough way of storytelling for a men’s grooming brand. The work even earned a Cannes Lions for film and a Glass Lion for change.

GSD&M Party at SXSW 2018

We gathered thousands of our closest friends, community members and partners in our backyard for the 8th Annual GSD&M Party featuring White Reaper, Durand Jones & The Indications, Pale Waves and Lukas Nelson & Promise of the Real, and we’re ready to do it again!

Time’s Up/Advertising

Alongside 200 female leaders in advertising, GSD&M’s President, Marianne Malina, was a founding member of Time’s Up/Advertising. GSD&M helped lead the movement of saying “time’s up” on inequality in our industry and fronted a launch event across 14 cities in North America and Canada.

Winning Jack Link’s + Retaining U.S. Air Force

We took a break from our desks and gathered in the backyard to celebrate all of the hard work that led to winning our new client, Jack Link’s, and retaining our 17-year client, U.S. Air Force, for another 10 great years.

ITMAD 2018

From futurists to improv teachers and leading chocolate connoisseurs, GSD&M brought in the brightest minds inside and outside of Austin to inspire and discuss what it means to create ideas that make a difference.

Winning Pizza Hut

We welcomed our newest client, Pizza Hut, with champagne, and of course, PIZZA!

GSD&M Presents: Jared & The Mill

Arizona folk rockers, Jared & The Mill, stopped by while on tour to play some acoustic versions of their latest jams.

Free the Bid

In order to continue the mission of creating more diverse and meaningful work, GSD&M pledged to Free the Bid and put more women editors and directors on projects.

Halloween at GSD&M

As an office of creatives, we don’t take Halloween lightly. From The Shining Twins to Guy Fieri, this year’s costume contest was far from overrated.

Popeyes Emotional Support Chicken

The TSA-friendly, emotional support animal you can eat, Popeyes’ Emotional Support Chicken, took the media by storm. Appearing in Cosmopolitan, Delish.com, USA Today and much more, everyone ate it up, quite literally.

GSD&M Holiday Card: Austin Pets Alive!

This year, we used our annual holiday card to give back to our local animal shelter, Austin Pets Alive! Including an 18-foot “wishlist tree”, donations from employees, a GSDM.com takeover, and a card sent to our favorite family, friends and clients, our holiday initiative raised tons of awareness, funds, and shelter necessities, and gave every animal a blanket to keep warm this winter.

And to top it all off, here’s a comprehensive playlist featuring every song from GSD&M’s monthly playlists in 2018.

If last year is any indication of how 2019 will go, I’d say we have a lot to look forward to.

Name: Mariah Kline

Years attending ACL: 2

Pro tip: Unless you’re camped out, skip the headliner. You’ll be so far back you’ll just be watching a screen.

Must-see artist: Marian Hill

Name: Jacob Stern

Years attending ACL: 11

Pro tip: Get there early and see someone you’ve never heard of. Wander around with open ears and no agenda, and you could stumble onto your new favorite band.

Must-see artists: The National, St. Vincent, Alvvays, Japanese Breakfast, Sweet Spirit

Name: Kevin Lane

Years attending ACL: 5

Pro tip: Bring a handkerchief. Tie it around your neck and breathe through it so you don’t die of allergies when the dust gets kicked up.

Must-see artist: Golden Dawn Arkestra. Their feel-good music and theatrics make the perfect festival act.

Name: Marie Graw

Years attending ACL: 4

Pro tip: Keep your head up and your eyes open—you never know who you’re going to see out in the crowd.

Must-see artists: Brandi Carlile for the sweetest voice, Trampled by Turtles for some Northern Minnesota jammy bluegrass and Sweet Spirit if you’re looking to dance your face off.

Name: Karla Macias

Years attending ACL: 5

Pro tip: Organize beforehand. Make a spreadsheet of bands you want to see and the stages they’re on. Don’t forget nondrowsy allergy meds.

Must-see artists: Greta Van Fleet will take you back through time. Golden Dawn Arkestra will get you moving. Sweet Spirit is a must-see local band. Charley Crockett if you like country/blues.

Name: Jack Eptseen

Years attending ACL: 5

Pro tip: When you want to recharge, check out the BMI stage. Always great music, always mellow.

Must-see artists: The Nude Party, Ruston Kelly. I also hear that McCartney guy is gonna be huge.

Name: Miguel Masso

Years attending ACL: 4

Pro tip: Force yourself to go to the restroom prior to waiting for an artist.

Must-see artist: Khalid

Name: Alex King

Years attending ACL: 1

Pro tip: Bring an empty water bottle or Camelbak. Bring a totem if you have a big group, and bring a bandana for sweat, cooling down and as an emergency napkin.

Must-see artists: St. Vincent and Golden Dawn Arkestra

Well, the experts have spoken. Let the festival come to you and go with the flow, don’t forget to take allergy precautions and get your dance moves ready for Sweet Spirit. In case you need some help deciding who to see, press play on this playlist featuring a whole bunch of this year’s performers and find your favorites.

“Jared & The Mill are straight-shooters. From the start, the indie rockers have made a living out of telling like it is without any strings or frills attached. That extends to their sound, too, replete with swirling, gothic rhythms, rich guitar tones, and sincere vocal deliveries, which feature on their forthcoming album set to be released in early 2019.” –PopMatters, on the latest single, Feels Like.

“Charles’ record takes cues from movements all over the American map. There are hints of southern folk, alt-country, Midwest Americana and West Coast acid rock.” —Pitchfork

Name: Bill Bayne

Years attending SXSW: 15

Pro tip: When there are a few bands I don’t know on a lineup, I’ll stay in that venue to experience their show versus running all over town with a schedule.

Must-see band: Quiet Slang. More commonly known as Beach Slang, they’re reimagining their Replacements-y gnashed catalog into a softer vibe played with piano and cello.

Name: Mason Endres

Years attending SXSW: 5

Pro tip: Never plan for things to go as planned. If you make a schedule, it’s not going to happen.

Must-see band: The Magic Gang, Sunflower Bean and Jared & The Mill.

Name: David Rockwood

Years attending SXSW: 25 whole years

Pro tip: Random is way better than planning.

Must-see band: BRONCHO

Name: Candi Clem

Years attending SXSW: 1

Pro tip: Stay hydrated. Take advantage of networking opportunities.

Must-see band: My favorite artists at SXSW are the ones I haven’t discovered yet.

Name: Jack Epsteen

Years attending SXSW: 8, I think?

Pro tip: Don’t overschedule, let the day and night guide you. And most of all, NO FOMO.

Must-see band: Ratboys!

Name: Rye Clifton

Years attending SXSW: 7, I think

Pro tip: Go alone. It is a lot easier to sneak in places when you aren’t part of a group.

Must-see band: The Fantastic Plastics

Name: Elizabeth Thompson

Years attending SXSW: At least 12?! How is that possible? Does 10 make me sound younger?

Pro tip: Forego fashion for function when it comes to shoes, and attend the events you love, even if your friends don’t.

Must-see band: The best I can do, so far, is local favorite David Ramirez, Will Varley, Peach Pit, The Yellow Traffic Light, a TBD beautiful crooner at St. David’s church during the Communion Showcase.

It seems as though there’s a general consensus that going with the flow of SXSW is the most fun and effective way to make it through the chaos—that, and comfortable shoes. Aside from the tips and tricks, there is a playlist with all of the above musical suggestions and then some.

Happy festing!

Attainment of wealth, favor or eminence

Most would agree with this definition. Money, popularity and power don’t seem so bad, right?

As a centennial entering the workforce, I’ve learned that humanity desires much more. Success is not the attainment of wealth, favor or eminence, but rather perpetual joy.

GSD&M interns have Internship Experience Meetings which teach us about different departments within the agency. While learning about said departments, these meetings also helped me come up with what I consider to be the five necessities for true success:

Stay curious. I’m an acting major who interned with GSD&M’s communications team. Kelly Clemons is an architecture major turned IT intern, and Jack Epsteen—once a design major—is now the head of GSD&M’s production department. My point is: shadow people that are doing things of your interest, ask questions and don’t limit yourself. Never stop learning, because curiosity is key to being an active part of the world around you and can lead to paths unknown.

Serve others. Become a servant to those less fortunate than you by volunteering. The one thing no one can get back is time (sorry, guys, still no time travel). It’s the most valuable gift one can give. Staying concerned with the well-being of others can spill over into your work life and will contribute to your journey of success. 

You can’t do it alone. Staying humble is valuable because it drives you to create meaningful work. Remember that no one produces good work alone, so let your team know how grateful you are for them, and use them as a resource for constant inspiration and learning.

Got balance? Miguel Masso, a decision sciences intern, is a firm believer in putting work down at the end of the day and not picking it up until the following morning. Everyone’s beliefs on balance are different, but what we all know to be true is that if you aren’t healthy physically or mentally, what you produce won’t be your best product. We have to put ourselves first. 

Love the environment you’re in. Having a healthy work environment is genuinely rewarding. Any conflict or friction is easier dealt with because it’s known that we have a common goal. Regardless of your title, learn what that “common goal” is and keep it in mind when communicating and working with others. Love and care for your work environment, and it will do the same for you.

Internship Experience Meetings were meant to teach us about several departments within the agency, but for me, the outcome was a lesson about what success really is. At the end of the day, we are not accomplishments and titles. As human beings, we need to find joy in the process. That process is the journey, not a goal.

Suc·cess /səkˈses/

Attainment of wealth, favor, or eminence joy

I caught up with the folks who attended to see what they learned, so I’ll let the people at the forefront of diversity and inclusion do the talking.

How can the ad industry influence and inspire more work toward diversity in other industries and beyond?

• Cara Maschler, account director: Our best efforts are those that strive for as many diverse voices as there are in the world. When we partner with related industries, it’s plain to see that a great idea can truly be cultivated from anywhere.
• Max Rutherford, vendor diversity director: It is imperative to champion diversity and inclusion at our respective agencies and in work we do on behalf of our clients. It has to create an inclusive environment that embraces talent with diverse perspectives in order to deliver more groundbreaking solutions for clients.
• Eric Knittel, associate creative director: The biggest thing the ad industry could do is lead by example. We are expert communicators, and we haven’t found a way to really start the conversation about unconscious bias.
• Laura Guardalabene, designer: Advertising has a huge subconscious influence over the general population. The more we can reflect the diverse culture that is America, the more empathy we can create for disenfranchised communities.
• Monica Vicens, strategy director: There is a great opportunity for us to educate our clients and push the envelope (ours and theirs) to embrace the people, lifestyles and attitudes that will drive brand growth.

What was your personal most important takeaway from ADCOLOR?

• Ana Leen, account director: Rising stars in an organization are chosen by the leaders around them. If we want more diversity in leadership positions, we need to create the scaffolding for them to get there.
• Kirya Francis, VP solutions/decision sciences: It is important not to leave your voice and experience at the door—it is critical in making better work for our clients as well as a better workplace. In general, the ad industry excels in branding diversity, but we have a little ways to go when it comes to embracing workforce and vendor diversity.
• Shannon Moorman, VP talent acquisition: It’s incumbent upon us in the business to highlight the wins, the good and the bad, and create platforms of communication to galvanize the racial divide across this nation.
• Candi Clem, analytics manager: ADCOLOR taught me a lesson that I will forever cherish: I am never alone. I have a tribe of brilliant, beautiful, diverse people who have my back. Even when I’m the only person in the room that looks like me, there are a legion of others with me in spirit. I don’t have to fight this fight on my own.

This industry has the power to cultivate change—and it must start where the work happens. These conversations must continue to take place inside and outside of agencies and brands, and although we have a ways to go, we should be incredibly proud and excited to have minds like these fighting for diversity in our industry.

Until next year, ADCOLOR. Here’s to progress.

GSD&M employs a whole slew of crazy-talented folks, so you bet there are some side hustles around here. I dug a little deeper into the double lives of ad gurus by day and hustlers by night to see what passions they’re turning into profit.

Chelsey Korman, founder of Peach Electric: a real rad vintage shop for rad, real women

What took your side hustle beyond a hobby?

I’ve loved the art of fashion and the beauty of a thought-out outfit my entire life, and have wanted to explore it as a business for as long as I can remember. One day, I just figured I’d better start somewhere. This is just the beginning, I feel.

How has your side hustle made a difference in your day job?

It makes me appreciate all the departments in GSD&M. Reaching 100 Instagram followers was a huge achievement and honestly, some were sympathy followers. Ha. But seriously, social media experts are seriously smart and creative, and they understand what it means to “reach and connect” with an audience. We all have so much to learn from each other.

@peachelectric

Laura Guardalabene, Cofounder of JUNK-O: creators of enamel pins inspired by pop culture and progressive political ideology

Where do you find inspiration to keep up the side hustle?

I follow a lot of other pin makers and small independent clothing brands. Companies like Lazy Oaf and Big Bud Press show me the growth potential JUNK-O has and how far hustling can get you.

How has your side hustle made a difference in your day job?

It has fueled my creativity tenfold. I no longer experience creative blocks or burnouts because I’m constantly challenging my mind and keeping it in shape.

@junkowears

Julia Elizondo, Cofounder of LA LO LA: a luxe resortwear line offering small batch collections

Where do you find inspiration to keep up the side hustle?

Through everyday things like a new issue of W Magazine or Condé Nast Traveler or just the simple dream of wanting to see women in our clothes. I want the chance to keep evolving the styles and collections into what I really want. 

What does this work outside of the office mean to you?

It means that I can pursue my dream while still being able to make a living working in a dynamic place like GSD&M. It’s an outlet for me too.

@love_lalola

Jeffrey Butterworth, founder of ArterBarter: a website to auction off original art pieces one by one, for anything BUT cash

What took your side hustle beyond a hobby?

Bringing a concept to satisfy the question I have been asking myself, “What am I going to do with my art?”

How has your side hustle made a difference in your day job?

A big part of what I do at work is trying to put together things that people would be interested in and attach it to a brand that makes sense. This is no different, it’s just that I’m the brand I’m attaching the idea to.

@arter_barter

Turning a passion into profit is hard, rewarding, meaningful work. Judging from the side hustlers above, work outside of the office creates a source of energy, drive and satisfaction that might otherwise go unused. Everyone needs an outlet, so might as well make some extra cash while you’re at it. Keeping your brain “in shape” isn’t a bad way to get your exercise, either. If you’ve got something in mind, why not give it a go and see what happens?