Matt Smith's special talent is bringing together diverse points of view and distilling them into one simple big idea. The president of SmithGifford Advertising believes it's the key to a successful career that's launched and strengthened brands throughout the country. And although he's worked in New York, San Francisco, Boston and Richmond at agencies like, Chiat/Day, Ammirati & Puris, Hill/Holiday and Arnold Worldwide the same principles have always applied. It's led to more than his share of awards (One Show, Communication Arts, D&AD, Cannes, Clio, Effie and Best in Show in DC four years in a row). He's also judged award shows all around the country; has spoken in various places about his philosophy of "Branding while Retailing" and "Thinking Big" and his commercials have been featured on America's Funniest Commercials, the Today Show and Entertainment Tonight.
06.02.09
1.Family 2.Work 3.Clients
If you have a degree in what field is it? A BFA from VCU.
If you could choose one person to work with (outside your own agency), who would it be? Lee Clow—still the coolest man on the planet.
Who was the client for your first advertising project? Virginia Port Authority. I worked for a year—including Christmas Day—on a fancy brochure. I would do it again. I kept thinking, “Hey this is just like school, and I'm getting paid (an $8,000 a year salary) for it .”
If you were to change professions, what would you choose to do? Oh no! This is a profession? Oh crap! You mean I’ve been working all this time!
What do you consider to be the greatest headline of all time? “Boo!” It was for an ad for nuclear power done by Harry Jacobs for Virginia Power. Brilliant!
From where do your best ideas originate? A hot shower. Really.
How do you overcome a creative block? I change directions. I think about other things. I let go. Panic. And an idea comes to me!
If you could choose any product to create an ad for, what would it be? This is a very cool question. I’ve created marketing for almost every product type on the planet and it seems those products that I’ve loved the most provided the most miserable experiences. Like BMW. All the romance was gone. I never bought another BMW because of it. And the most fun? A power company and some really dull tech stuff, like Sarbanes Oxley compliant accounting software. Yep. It’s great bringing to life something that everyone thinks is dull. So, my answer is anything that is considered boring; bring it on.
Do you have creative outlets other than advertising? I love antique and classic boats and publish a daily Web magazine/blog about them at WoodyBoater.com.
What’s your approach to balancing work and life? 1. Family 2. Work and 3. Clients. That formula has cost me a fancy NY office and gained me a wonderful 22-year marriage with a smokin’ hot woman, healthy kids and a very sweet mother-in-law. I strongly believe in being a balanced person; and since most consumers feel the same, why not understand them on a real level. Great family leads to calm. Calm leads to great work. Great work leads to great relationships. Great relationships lead to great friends. And friends are family. It all works.
What product/gadget can you not live without? All of them, my cell phone, my laptop, my defibrillator...
What’s your favorite quote? I have it on the agency wall. I believe it. I live it. I have built a career on it: “A good idea can come from anyone, anywhere at any time.” —Unknown
Do you have any advice for people just entering the profession? Think bigger. It’s not all about the Web or an ad or the director you choose...it’s all about big ideas. Once you get that, the rest is easy.
What’s one thing you wish you knew when you started your career? I knew it all—then. It’s only now that I wish I knew more. But that’s life!