The AdPR Department is excited to feature our next AdPR Achiever, Andy Pearson. Andy makes an impactful change to the industry every day in his role as VP Creative at Liquid Death Mountain Water. We had a chance to connect with Andy to hear about his career experiences and advice for future AdPR professionals. Please see Andy’s thoughts below:
In 100 words or less, briefly describe yourself and your career path.
Oh boy. One hundred words? OK. UGA. The Creative Circus. Won a Cannes Future Lion, then became a copywriter at CP+B when it was Agency of the Decade. Five years later, went to Deutsch LA as a creative director. Quit to travel the world for a year with my wife and freelance. Worked with Humanaut. Became GCD/Creative Lead at McKinney LA. A year and a half ago, became VP of Creative at Liquid Death. It’s been a dream job. I’ve gotten to make the best work of my life while helping the company become insanely successful. It’s been fun.
What’s your biggest strength as a working professional? How has that evolved over time?
I like to think that it’s the ability to critically look at what is regarded as the standard ways of doing things and finding humorous, insightful, and more useful ways to subvert them that no one has bothered to think about. It all started in my ADPR3100 class with Dr. Hamilton when he told an anecdote about how A1 Steak Sauce added three words to its label that increased sales by something like 25%. The three words were “Refrigerate after opening.” A1 is self-stable; it doesn’t need to be refrigerated. But for every one time you open your pantry (where it had been kept before), you open your refrigerator ten times. People began seeing it and using it more often. That blew my mind.
What is one word you would use to describe your career journey? Why?
Lucky. I think in a lot of ways it’s all a game of luck–being in the right place at the right time. But early in my schooling I heard the saying, “The harder you work, the luckier you get.” I took it to heart, and I think I’ve been so successful because I worked hard to create my own luck.
Is there anything you wish you’d done differently in your career thus far? Why?
Absolutely not. Everything I’ve done so far has gotten me to where I am today, one way or another.
What’s a misconception about working in the industry that you have found to be different from what you initially thought?
I assumed I would have to move to New York to make it. But out of school, I ended up in Portland and then Boulder. Later on, I worked part-time in Chattanooga. The opportunities are anywhere if you can find them and make them your own.
What’s your favorite part about working in the advertising / PR industry?
Eliciting a real reaction from people. When I create work that can actually surprise, shock, touch, or make someone laugh, that’s a real joy. It’s hard to genuinely do, but when I can do it, it feels like you’re giving someone a little gift they never expected.
What is the best piece of advice you’ve ever received or want to share from your own experience in regards to working in the industry? (and / or) About life in general?
I’ll go back to the idea that “The harder you work, the luckier you get.”
We are proud to call Andy one of our own! Please find him on LinkedIn to stay tuned on his future achievements.
Andy Pearson: https://www.linkedin.com/in/andyisacopywriter/