Cream of Dallas Ad Agencies – Moving Brands Forward

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From Why to What

“Why advertising?” The go-to question from any relative, friend, or potential employer asking about my major. This seemingly simple inquiry was a nightmare for me, because there wasn’t really a definitive answer in the beginning. Truth is, I used to want to study theater in college. (Auditioned for the program and everything!) It was the only thing I really enjoyed growing up, but when that didn’t work out, I knew it wasn’t the end of the world. It just meant it was time to find a new passion to study while using the things that theater taught me: how to be creative, how to collaborate with other people, and how to present yourself with confidence. So I found myself in an advertising class freshman year, and the rest is history.

Now that I’m a rising senior, the question is starting to change. It’s no longer “Why” but “What.”

What are you going to do with advertising?” I hate this question for the same reason that I love what I’m studying: there is no set path for me so it’s hard to say. There are so many possibilities that I have no way of knowing which one is my perfect match. Sure, I’m studying brand management, which means I’m probably not going to be an Art Director anytime soon, but it doesn’t necessarily mean I’m going to end up an Account Executive one day either.

I’m a creative person who is not a Creative. While I won’t be making masterpieces in photoshop (although I gave myself a pretty convincing fake tattoo in a creative production class once), I’ve got an interest in writing. And brand strategy and social media allow me to think creatively, along with account service giving me insight on the entire creative process. The small-agency culture at greenlight has given me the chance to really explore these other areas while focusing on account service.

So what do I want to do with advertising? I want to try it all, while I’m still growing up.

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Materializing

For full time ad agency employees, having your work transform from creative concept into a physical material happens pretty often. I’m sure that feeling of holding your work in your hands for the first time never grows dull, but I can imagine the feeling normalizes.

However, for us interns, having work that started from us spit-balling ideas in a brainstorm session turn into printed media was a first.

The job was the Memphis Street Collective – our intern project for the summer. Specifically, the event posters and flyers for the event are what made it to the printer. Truly, the credit for the posters and flyers belongs to Robin, our creative intern, as he designed them. But still, seeing the materialization of a project I had a hand in was a rewarding feeling none-the-less. Seeing Robin’s glowing face when he saw his printed designs was pretty awesome too.

When my time at greenlight has concluded and I reminisce on my intern experience here, the moment that the printing company’s delivery service dropped off the shiny stack of plastic wrapped posters is one I’ll never forget.

-Tristan

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Helping Hands

A significant take-away from my time at greenlight thus far is that you can’t, or at least shouldn’t, do anything alone. I’ve experienced first hand that the more people who can get their hands on a project, the better the final product.

It is my impression that my higher-ups here at greenlight had this in mind when they designed the structure of the internship program - with an account services intern, creative intern, and social media intern. By designating certain categories of responsibilities to each intern, yet having us collaborate on the same projects, it is inevitable that we each add our own special-something to whatever we’re working on.

The Memphis Street Collective is a perfect example of this. Essentially a marketplace-styled event, we interns were given the summer-long project of bringing every aspect of the event to life. From the initial concept, to contacting and coordinating with vendors, to a promotional campaign and everything in between, the project wouldn’t be possible without not only the unique talents that each intern brings to the table, but also the support of everyone within the agency.

At greenlight, nobody is ever expected to do anything all on their own – and that feels good. Truly, it’s a reflection of the culture here. Working in such a supportive environment is not something that I take for granted!

-Tristan

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Time Flies When You're Working Hard

All of the sudden, it’s getting real. There’s only one month left of our internship which means responsibilities have increased (along with stress levels) as we get deep into the execution of our plans for the Memphis Street Collective, our big event and intern project for the summer.

(August 10, by the way. RSVP here >> greenlightad.com/MSC)

Olivia, greenlight’s COO, wants this internship to be a great learning experience for us, and that means learning exactly how the agency works. So no more intern-only meetings and GoogleDocs with our plans. Now, I’m using the proper software and communication methods to get jobs done, like a real part of the agency.

Yesterday I was so busy with meetings and kicking off jobs for this project that I didn’t even have time to go get a free Slurpee on 7/11. But I have no complaints – I actually love being busy! So...I’m either turning into my mother, or this is just part of being a grown-up.

At this rate, the summer will be over before I know it.

-Amy

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greenlight book club

Ah, summer. The perfect time for binge watching your favorite shows on Netflix and reading books for pleasure, since the school year doesn’t really allow for either. I shamefully finished the newest season of “Orange is the New Black” within one week of its release, so I’ve decided to hit the books, and it appears I’m not alone.

Lunchtime at greenlight has turned into reading hour for some. We each finish eating and take to one of the many comfortable corners of the office for some time to ourselves before getting back to work.

This sparked a conversation today: why don’t we have a greenlight book club?

A key skill in advertising, we’ve discussed in my account planning class, is the ability to see things through the perspective of another. (Aside from advertising, it’s just a good life skill, really.) Reading new books is another way opening our eyes to new perspectives, and the book club could be just another way to make the culture at greenlight even closer.

As far as greenlight clubs go, we’ve already got #glXL doing BBG, we’ve got the Beyoncé vs. Taylor Swift rivalries, so why not start a new group to crack open a cold one with the boys book with the agency.

Any suggestions?

-Amy

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Miscellaneous

This is the third summer that I’ve had an internship, and by now, I can state that “miscellaneous” is the name of the internship game.

Each summer, with this one being no exception, I regularly have people ask me what I do for my internship. It is always a loaded question, because the nature of internships is that there is a large array of things that I “do.” Whether it is brainstorming social media posts, planning an event, packaging deliveries, or running any given errand, there is no confining description for the job of an intern.

Prior to having any professional work experience, I think it is a common misconception that your future professional job will be fairly singular in its responsibilities. Throughout my time thus far at greenlight, I can see that not only are internships not singular in tasks, but the jobs of full-time employees are not singular either – regardless of position title. People help out in whatever tasks they can, and do whatever is needed for greenlight to produce the best work possible.

What I’ve come to learn is that there is great value behind the diverse assortment of intern tasks. It allows for exposure to an array of skillsets, and through this, it allows for learning about your own skillsets. At this stage of my pre-career life, that exposure is immensely beneficial.

In reality, “miscellaneous” is fun. It keeps things interesting, and prevents things from feeling stale. I’m grateful for the “miscellaneous.”

Until next time!

-Tristan

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Working Outside the Box

One of my favorite things about greenlight is that you are not confined to your job description. In fact, you are welcome (encouraged, even) to step outside of your box. If you have an idea, say it! Good ideas can come from anywhere. At greenlight, collaboration is essential. As long as you are willing to put in the effort, you can try anything; all you need to do is ask.

This week, our brand strategist, Claire, sent out an agency-wide email inviting us all to join the social media team and each take over posting for a period of time.

As the account services intern, I mostly help with projects for greenlight's current clients. But I also study brand management in school, and I know that keeping up with social media is essential in our ever-changing, digital world. (And let's be honest - it's kinda fun.)

Now, greenlight is not only giving me the experience in account services that I signed up for, but also a chance to try my hand at something that I've always enjoyed. After all, life's too short to do the same thing everyday.

-Amy

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Belong

Sitting across from a strip of dull commercial buildings, there’s a small field next to greenlight where the only color besides green is brought on by a lonely pair of sunflowers. As I pass by every morning, I wonder if those flowers ever feel out of place.

Belonging is a peculiar word. Definition: “be the property of; be a member or part of; be rightly placed in a specified position.”

To most, the idea is to conform – fitting in with the rest of your surrounding. I like to think that “to belong” is to know why you are where you are – to exist with purpose.

Seemingly out of place in a cluster of industrial buildings, there is an ad agency on Memphis Street. Somewhere between Stemmons Freeway and the Trinity River, greenlight has found its home – a flower in a dry field. It doesn’t conform, nor does it fit. It belongs.

I wholeheartedly believe that greenlight will shape this area. Maybe in a few years, life will bring me back to this part of Dallas. By then, I hope to see Memphis Street filled with life, character, passion, art and vision.

For now, it’s pretty dull.

Still, I know I’m exactly where I want to belong:

4827 Memphis Street, Dallas, TX 75207.

-Robin

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Warning or Welcome? A surprise from the greenlight family.

An interesting start to my second week at greenlight, I arrived Monday morning to a surprise on my desk (which I instantly put on my snapchat story, of course): a Nerf gun. I mentioned last week that I’m trying to learn how to #adult, but I think someone here is trying to bring out my inner child. When I said I was battling adulthood, I didn’t mean it this literally.

My logical side tells me that this was just an accident, but I still can’t help but wonder, as I look around every corner while working on the creative brief for our intern project, if I’m about to be a part of a spontaneous, agency-wide Nerf gun war. It may sound crazy, and it would be if this were any other company, but something about greenlight’s culture leads me to believe that this could actually happen.

Not that everyone spends their days goofing off, because I’ve already learned so much about how ad agencies work in my short time here. I only mean to say that the people at greenlight know the perfect balance of work and fun. They are a family (and what family hasn’t had a good, old-fashioned Nerf gun battle?) and it’s something you instantly feel when you enter the office.

This is what I was most looking for in my summer internship: a job that was challenging, but surrounded by fun and supportive people, and I know that I’ve found that here at greenlight.

Wish me luck in case this battle actually happens. In the meantime, back to work.

-Amy

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Go Big

A week ago, if you gave me a map and asked me to locate Dallas, I wouldn’t have the slightest clue. Somewhere in Texas, right? I wanted to go big; a big agency with a big name that could keep up with my big dreams of making it in the world of advertising. Yet, somehow I ended up at greenlight.

I walked past the small cacti decorating the small parking lot, up the small steps and in front of a small building. From outside, everything about this place seemed so small.

One introduction after another, it was more than evident that the people at greenlight were everything but small. Never have I stepped into a building overflowing with such expertise, drive and heart. More importantly for me, they are guiding me in the same path. Every day, I’m encouraged to be curious, to be ambitious, and to be humble – to be always learning.

A week into my internship and I can say for certain: the people at this agency are going to make a big impact in my life.

I can only hope that my work, passion and attitude leave a big dent in theirs.

Go big, or go home.

-Robin

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Amy vs. Adulthood

As a rising senior at SMU, I’ve been avoiding facing adulthood for as long as possible. Refusing to fight the battle, I spent my last two college summers either babysitting or gallivanting around Spain in a “study” abroad trip. My time has come, however, to suit up and join the real world and gain some much needed experience in advertising.

So here’s what we’re gonna do. I’m going to tell you where I’m at now, and then you’re going to check back in on August 10 to see the level of “adult” I have reached.

It’s not like I don’t have a fighting chance, since I’ve been through two years of training in SMU’s Temerlin Advertising Institute (for which I’m one of the biggest advocates), but this summer at greenlight will be the ultimate test.

Although I’ve done countless exercises of case studies and projects on rebranding, creating and promoting my own event and helping on real accounts in a real Dallas ad agency are some bigger challenges I’ve yet to face. Luckily, I’m surrounded by some pretty cool people to help me in this fight. (I mean, thank God I’ve chosen advertising as my career path, because the agency life that greenlight has shown me so far makes adulthood way less scary than it could be.)

I’m ready. Let’s go.

-Amy

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Week 1 Retrospect

Today marks the end of my first week as an intern here at greenlight. When I reflect on my short time at greenlight thus far, what has impacted me the most is the agency’s character. It’s a synergy of everything greenlight is, from the employees, to the office space, to the mere vibe of the agency.

As someone who has only been immersed in greenlight for a short amount of time, I can already state that greenlight’s culture is an invaluable asset, and is something that distinguishes greenlight from other agencies. After all, the essence of greenlight’s character is what attracted me to pursue an internship here, and it has made my first week better than I could have ever hoped for.

It is not hard to see that the values that encompass greenlight, including passion, creativity, and inclusiveness, manifest into the exceptional work that the agency creates.

I’m so grateful and excited to experience, and hopefully, add to the culture at greenlight this summer.

Join me on my adventure!

-Tristan

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Final Farewell

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Final Farewell

For most, change invokes, however minute or grand, a feeling of anxiousness. When I walked into greenlight’s office on my last day, the anxiousness was nowhere in sight. Of course, it could have been that greenlight is heading into a weeklong holiday break, but I think it’s more the fact that when a place begins to feel like home, that feeling doesn’t ever really go away.

But if there is one thing to thank greenlight for, it’s for reinforcing my desire to take the creative route.

It seems from the moment we learn to speak, we are asked to figure out what we want to do with our lives. It better be practical and it better put food on the table. Even though I’ve been writing since kindergarten, I pushed that passion to the back of my priority list. After all, as many teachers told me, “you’ll never find a good job as a writer.”

I tried to incorporate writing into my education as best as I could. I jumped from journalism, to public relations, and finally found a home in advertising. Even in advertising, though, the unpredictability of a creative career path weighed on me. I told myself I would stick to the business side of the industry, like any practical girl should.

Then came greenlight. While I came to greenlight focused on account service, here and there, I was given creative projects. When I’d go home at the end of those days of writing, they were the days I felt the happiest.

After years of trying to push writing out of my life, greenlight reinstated my passion. And while I’m only as certain about my future career as any 24-year-old can be, I am certain of one thing: I am a writer, down to my bones. And for that, greenlight, I am forever grateful.

While it is strange to know I’ll take all of my belongings with me when I leave greenlight for the last time, it is calming to know that I’ve found a place I will always be welcome. No matter what hurdles I face or where my career leads me, I always hold onto the fact that there is an agency of people in Dallas that I can call on for advice.

Until we meet again, GL!

-Ashley

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2017: The Year of Green

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2017: The Year of Green

As the final days of my internship with greenlight approach, it seems only fitting that Pantone’s 2017 Color of the Year is Greenery. For me, 2017 will, in fact, be something of a green year for me as I hit the ground running with the tools and insights into creative advertising and branding. My experience in the industry may still be green and just growing, but it will simply continue to grow as I make my mark throughout 2017.

“A refreshing and revitalizing shade, Greenery is symbolic of new beginnings…A life-affirming shade, Greenery is also emblematic of the pursuit of personal passions and vitality.”

Call me crazy, but it sounds a little bit like Pantone created this color just for me. When I started this journey with greenlight in September, I only just moved to Dallas. Transitioning to life in a state that is the polar opposite of my home state of Pennsylvania was less than glamorous and more than intimidating. Fresh out of college, eager to enter an ad agency and start changing the world, I quickly learned life’s big moments happen a little slower than you imagine they will.

Nevertheless, no matter how slowly life is moving you must keep going. When I was welcomed into the greenlight family, I absorbed so much, not just about agency life, but also about what I truly want for my own professional future. greenlight has been my refreshing and revitalizing introduction to Dallas life, leaving me more than prepared to set off on my pursuit of personal passions and vitality.

I’m certain that for the rest of my career, I won’t be able to see green without being reminded of these few months. In an agency, and in life, no matter what clients (or life) throw at you, it is so crucial that you just keep going – Every red light is followed by a green one, and as sad as I am to see the red light come up on my time at greenlight, I will continue my pursuit of an advertising career. Such is the life of an intern. But if there’s one thing I take with me everywhere I go, it’s the greenlight mantra: go go go.

Here’s to staying green in 2017!

-Ashley

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A Goodbye to greenlight

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A Goodbye to greenlight

I'd be naive to think I understand everything in the agency world that greenlight exists in, yet in the short amount of time I've been able to work with this company I feel as though I have firmly grasped a much deeper understanding of how this industry truly works, and I owe it all to gl.

So here's an intern's take on the industry must-knows before entering it full time:

1. Know What A Press Check Is. I'd never really been a part of the printing process before. As a student, I've gotten to tour printing facilities but I was unaware of the relationship between the printer and designer that underlies everything. With greenlight, I've been able to attend various press checks and see the struggles of color matching, "slitter dust", and the successes of a perfect print. Being exposed to this aspect has been incredibly valuable. I’ve learned what you can and cannot do when it comes to beginning the creative process. I've observed first-hand how important communication and precision is in this aspect. When the proof gets sent to the client and they sign off on it, nothing can be compromised or looked over. Press check after press check will happen until the product looks as promised. Which leads us to number two...

2. Relationships Are Key. The relationship a company has outside and within the office is so important. Knowing your clients and printers on a personal level lends itself to a smooth path to completion. When the two parties involved mutually respect each other, it makes the communication process much easier and the work much more enjoyable. I've been able to witness the attention greenlight gives not only to its client’s projects, but also to the individual. Being able to sit in on meetings and press checks without knowing the prior relationship formed with clients and see the kind of knowledge they have of each other within and outside of the workplace speaks volumes about the kind of time and attention that is required to have successful relationships with those in your industry.

3. Propose A Solution Outside Of The Box. Because of the in depth relationships an agency can have with a client, it's important to give the client what they ask for and make sure they know that they're being listened to. But as a creative, sometimes we have a vision that we want to execute and propose to the client as well. Working with Hotel Derek's business card redesign, I was able to complete what they'd asked for but was also encouraged by coworkers to push alternative executions. When it came down to the presentation, the client was drawn more towards the alternative than what she had originally proposed. As long as you can stick with the brand standards and guidelines, I've learned that you show creative conception and execution through going above and beyond what the ask is as long as you can give them a well-executed version of what they originally wanted.

4. Never Assume That You Know Everything. Internships are similar to school in that they are both a learning experience. Both have an end date and when you’re done with either, you assume that you’ll know all there is to know. But this industry is ever changing. There is only so much you can learn in school based on your curriculum, but having access to the industry teaches you the intangible aspect of the real world. There are very few constants and you’ve got to be willing to always be learning if you want to succeed. The people in this office are incredibly successful based on the fact that they are always willing to do just that. They never assume that they know all that they can know, or that they will create the best solution the first time around.

5. Work Somewhere That Makes You Happy. While I've been at greenlight, the one thing that is incredibly obvious is that the people who work here genuinely want to be here everyday. Everyone is continuously in high spirits and positive about the creative process. Tight deadlines and printing errors are simply not enough to discourage staff. This positivity makes for an incredibly open environment where creative ideas can be tossed around until execution.

The past 3 months of this internship have flown by, but I cannot express how much I’ve enjoyed my time here. The endless devotion to greenlight these people have is incredibly inspiring and I now understand exactly how a successful creative agency should work. I leave here everyday inspired by the people around me and get to come back each time more and more eager to learn, observe, and design. I’m incredibly grateful to greenlight for all I have learned, and that they gave me the opportunity to work with them this semester.

Until next time, gl fam.

-randie

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Paradise City: The greenlight Open House Party

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Paradise City: The greenlight Open House Party

Things to add to my resume: I survived my first ad agency party, courtesy of the greenlight open house, and if any agency knows how to throw a party, it’s greenlight.

With dancing, drinking, eating, and not to mention the best photo booth experience I’m sure any of us have ever had, greenlight continues to add to the list of ways any future office I work in will fall short of what I am experiencing here. Not that I’m worried, though, considering how many previous employees and interns were welcomed last night with hugs and screams of excitement. Every attendee, for that matter, seemed to have some incredible story to tell about his or her laughter-filled adventures with greenlight.

As I enter the final month and a half of my internship, I am more than ready to find out what stories I will be telling when I return to greenlight in the future for yet another incredible party. Especially if all of them are followed by breakfast tacos and leftover desserts in the break room in the next morning.

-Ashley

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Joyful Noise

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Joyful Noise

There has been a lot of noise around greenlight the last two weeks, and I am not trying to be clever and lead into a metaphor here. Quite literally, drilling, hammering, and welding are the sounds I am referring to. Unlike the construction that is taking place on the highway, this work is ending soon, and with a fantastic result.

When greenlight moved into its new home over the summer, it was anticipated that it would take a little time and hard work before the space could exude all that encompasses greenlight’s personality. As artwork and furniture make their way into the collaboration spaces at greenlight, along with whiteboards, kitchenware, field notes, and much more being taken into our shared neighboring space, it is becoming clear that something big is ready to launch. As creative vision is put into physical form, we are moving closer to the unleashing of the best thing to hit Dallas since greenlight. 

-Ashley

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Aesthetics and Productivity

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Aesthetics and Productivity

One of the most important ways to attract someone to your workplace, whether it is an employee or client, is by paying close attention to the design and layout of your office space. It speaks volumes about the culture, productivity, and employee attitude without having to explicitly say anything at all.

As obvious as it may sound, the aesthetic of a workplace affects the productivity of its workers. But it must be known that every single decision made in terms of layout, artwork, desk space, etc. has an impact on employee productivity and engagement. There have been multiple studies conducted on this topic and its findings are noteworthy. According to Hassell's research, workplace design can be more effective in employee engagement and productivity than a higher salary. While a higher salary may appeal to an employee on a surface level, the psychological effects of design go deeper than one could predict.

Especially within a creative agency, it is vital that the environment of the workplace is not distracting. It should encourage employees to see the possibilities and results they are able to produce within project parameters. It should foster collaboration. It should emphasize open communication.

Recently, greenlight has been working hard to make use of the new office space in the most productive way. Not only does greenlight know that employees feel comfortable here, but they should feel inspired. The white walls on the interior and exterior of greenlight evoke a sense of a blank canvas that lend itself to the vision of what could be creatively. The open floor plan used emphasizes the importance of collaboration in an agency. There is endless opportunity to work with the input of your coworkers, which is incredibly valuable. By easily providing the opportunity to work together, increased employee engagement skyrockets. To be aware of all that is going on around the office, whether you are aware of the certain project or not, makes all employees feel like they are a part of the team.

The facilities that a workplace offers also affect productivity. greenlight's plan to implement an at-work gym creates a sense of convenience where one can find means to satisfy all needs at one place. Given that the advertising industry can be very stressful, greenlight is providing the means for a healthy outlet to relieve any stress that work may cause. The full kitchen allows for group meals, which continue to foster engagement and friendships between employees.

There is so much more that greenlight is doing with the new space, and as they continue to add, it is clear to see the positive effect it has on employees. The workplace should not be somewhere that you feel confined in your ideas and actions; it should encourage an open flow of communication to enhance employee productivity.

-randie

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The Growing greenlight Family

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The Growing greenlight Family

Change is an unavoidable aspect of life. If one learns to embrace and grow with it, it turns into progress. In the last month, greenlight has taken two giant steps in the name of progress by opening its doors to two new greenlighters! Earlier in October, we welcomed our new Creative Director, Todd Lancaster, and to kick off November, we are rolling out the red carpet for Claire Higgins, our new Brand Strategist.

Not only does this mean that I will now have a neighbor on my side of the work table, it also means I have two incredible, new learning opportunities. The beauty of working in a small ad agency that works together like a large family is that there is always an opportunity to learn something new. While it would be easy to assume that those of us who work in advertising all think analogously, this couldn’t be any further from the truth. What takes an average agency and makes it incredible is carefully piecing together brilliantly different minds so they can work together to create brilliantly different ideas. Olivia and Erik have sorted through the creative minds of Dallas to piece together an agency that thinks like no other. With the addition of Todd and Claire, the success of our work can only continue to improve.

Welcome to the team!

-Ashley

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The Changing Current

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The Changing Current

“You don’t paddle against the current, you paddle with it. And if you get good at it, you throw away the oars.”

In advertising, it is always important to be aware of what is going on in the world; always be aware of the direction the current is flowing. Then, there is a point where you know something is going to be big before it even enters the picture. In a world where there are no such things as new ideas, it is critical to be the first to notice when there is a big idea being put into motion.

Here in the “Can-do-city,” there is constant motion. Emerging as a major hub for entrepreneurs, Dallas is always on the edge of the next big thing. Where are all of these entrepreneurs working from?

Co-working spaces.

Co-working as we know it was officially started in 2005 and has only continued to grow in the last 11 years. While I love the concept of a space for creative minds to put their ideas into motion, it all seems a little crowded. While most co-working spaces boast about collaboration, this strikes me as a way of talking up a distraction. Frankly, co-working is turning into a ‘been there, done that’ situation. Even if there are no new ideas, co-working is as far from a new idea as one can come.

Dallas needs a space that inspires and coordinates big ideas in anyone who chooses to use it, whether it’s the rookie with a new startup or a seasoned business professional in need of an off-site space for innovative thinking. Empty of distractions and full of innovations, Dallas needs a space where big ideas can be put into motion. A space devoted to the people who need it.

At greenlight, I have had an opportunity few interns will experience. This opportunity has consisted of innovating space, collaborating ideas, and inspiring action. I have had the privilege to join forces with the powerful minds at greenlight to create a space that will serve as a hub for the powerful minds of Dallas and beyond. greenlight is creating something that can be categorized as inspired meeting space, but is so much more. I know this to be true because I’ve experienced the impact this space has had on every person to walk through the doors at greenlight. These people know how to pull greatness out of anyone, and I personally cannot wait to see the innovative ideas that come from this new collaborative space greenlight has in the works. Co-working spaces in Dallas better thread lightly, because the current is about to start shifting.

-Ashley

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