20. Holding Companies

Before a recent lecture in my Creative Strategist class, I thought advertising agencies were completely independent. Then, I learned that there is, in fact, a handful of independent agencies, like Weiden+Kennedy or Droga5, but the majority of agencies belong to huge holding companies. A holding company is a parent corporation that owns enough stock in another company to control its policies and management. Although such increased control may sound like a negative aspect, there is a number of benefits that agencies receive when they get adopted by a holding company. For example, holding companies ensure the agencies' financial stability and give them the ability to be partnered with other big agencies. 

There are six major holding companies in the advertising industry: 

1. WPP (owns Ogilvy & Mather, JWT, etc.)

2. Omnicom Group (BBDO, DDB Worldwide, etc.)

3. Publicis Groupe (Publicis, Leo Burnett, etc.)

4. Interpublic Group (Campbell Ewald, MRM Worldwide, Huge, etc.)

5. Project: Worldwide (Partners+Napier, Juxt, etc.)

6. MDC Partners (72andSunny, Crispin Porter + Bogusky, etc.)

Browsing through the news about holding companies, I found that Publicis Groupe and Omnicom Group have recently agreed to merge, creating the world’s largest advertising company with $23 billion in revenue and thus toppling WPP. However, the merge may be pushed back into the second quarter of 2014 due to some regulatory approvals in Russia and the EU.

I also found a cool infographic that gives a good sense of the current holding companies' structure and provides some historical and factual context. Besides the aforementioned companies, the infographic also includes Havas and Dentsu, which are a little smaller, but still could be included in the list of major holding companies.

 *Click on the link below the picture to expand it.

Click on this link to expand

19. Give Them a Chance

Happily living in a war-free country we often don't realize that we owe our freedom and peaceful life to those who fought for it, to veterans. Many soldiers never came back from war, while many of those who returned have had troubles adjusting to normal life again. Alcoholism, criminality, suicide attempts, post-traumatic stress disorder, and other disabilities are not rare among veterans and can result in homelessness. These are some serious problems that veterans often can't solve on their own, so this is the right time for us to return the favor and intervene to improve their lives.

Dégagé Ministries, a social organization that offers help to homeless and disadvantaged individuals, recently did an interesting social makeover experiment, the goal of which was to help Jim Wolf, a homeless United States Army veteran, quit drinking and return to normal life. A group of volunteers teamed up to radically transform Jim's look, capturing the process in a time-lapse video. According to the video, the physical change has become a turning point in Jim's life, prompting him to get his own housing and start attending Alcoholics Anonymous meetings. Working from the outside in, the volunteers were able to instill confidence in Jim and give him hope for a brighter future.

I love the quote by Mother Teresa that Dégagé Ministries used on their website, "We think sometimes that poverty is only being hungry, naked and homeless. The poverty of being unwanted, unloved and uncared for is the greatest poverty." We need to be more attentive to the lives of those whom we often pass by on the streets, as they may be someone who fought to protect us. They need our care, and now it's our turn to protect them.

The poverty of being unwanted, unloved and uncared for is the greatest poverty.
Read more at http://www.brainyquote.com/quotes/quotes/m/mothertere130839.html#DQsiX8ci5Tfmx5C2.99

The poverty of being unwanted, unloved and uncared for is the greatest poverty.
Read more at http://www.brainyquote.com/quotes/quotes/m/mothertere130839.html#DQsiX8ci5Tfmx5C2.99

The poverty of being unwanted, unloved and uncared for is the greatest poverty.
Read more at http://www.brainyquote.com/quotes/quotes/m/mothertere130839.html#DQsiX8ci5Tfmx5C2.99

18. Thank You, Mom

There is no feeling in the world stronger than a mother's love, and there is no job harder than being a mother. But no matter how hard it may be, it's extremely rewarding when you see your child succeed. Behind every athlete there is a hard-working, caring, and supportive mother. That's the core idea of P&G's Olympic campaign called "Thank You, Mom." Created by Weiden+Kennedy, it was designed to celebrate mothers' efforts and thank them for their care and hard work raising champions and just great kids.

This short film called Best Job was first presented during the 2012 Olympic Games in London as part of the campaign. It won the best primetime commercial Emmy award the same year for a good reason - it celebrates diversity, while emphasizing the universal human experience, a mother's love. I get emotional every time I watch it, but who doesn't? This means that Weiden+Kennedy did a great job.

Although it seems like it's just about Olympic athletes and their mothers, it's really about all of us. It's thanks to our moms we are who we are today. It's them who support us at anything we do and make our childhood dreams come true. We owe them a lot. Thank you, mom!
This film appeals to a larger audience, which makes it even more successful.

For the upcoming 2014 Winter Olympics in Sochi, P&G released a new film as part of the same campaign, which is also very heartwarming. Ads like these make me become more convinced that advertising is not just a means of selling something. It is a powerful tool used to inspire and make us believe that there is nothing impossible as long as we try.

17. Advertising Internships

Although I am still a junior, I think it's a good idea to start looking at internship opportunities offered by various advertising agencies. I believe an internship is a good way to learn about an agency's work environment, get some experience in the industry, and radically increase your chances for future employment. However, I think that the choice of the internship should not be random and spontaneous. It's important to research the agency beforehand to see whether its business philosophy matches your own worldview and to get a sense of the kinds of industries and clients it works with, to understand how you can fit in and use your skills to the maximum.

After researching multiple agencies' programs, I picked the ones I would apply for.

Image via

1. Crispin Porter + Bogusky

What: advertising agency
Founded: Miami, Florida, in 1988  
Company size: 1001-5000 employees
Offices: London, UK; Göteborg, Sweden; Miami, FL; Boulder, CO; and Santa Monica, CA. 
Clients: Windows, Best Buy, Xbox One, Bing, Applebee's, Diesel, Old Navy, Coca-Cola Zero, Burger King, Mini, Volkswagen, Ikea, etc.
Internships: offered three times a year - Winter (Jan-April), Summer (May-August), and Fall (Sept-Dec) 

Annual interns: 60 

Average intern salary: $7.47/hour

Why I like it: CP+B is one of the most awarded agencies in the world. That says a lot. A big plus is that it offers a wide range of internships - creative, production, media, design, strategy, planning, etc. Moreover, browsing through the winter internship positions, I found the one that sums up my dream job in four words. It's called Cultural and Business Insights (Strategic Planner). I can't wait to apply as soon as I can!

Former interns' reviews: here

Image via

2.  MRY

What: creative and technology agency

Founded: New York City, NY, in 2002

Company size: 501-1000 employees

Offices: New York, Atlanta, Los Angeles, San Francisco, London, and Singapore.

Clients: Coca Cola, Sony, Bing, Visa, Microsoft, Puma, etc.

Internships: mostly in the summer, but some positions are offered throughout the year as well

Annual interns: 15

Average intern salary: $10/hour or unpaid

Why I like it: First of all, MRY is very young, modern, and creative. Secondly, the Summer Internship Program includes a series of learning tasks and formal development assessments, a summer-long team project, social events, and more. In 2011, both Crain's New York Business and Advertising Age named MRY as # 2 of their ''Best Places to Work.'' The next year, Business Insider named MRY's internship program # 1 on its list of the 20 best advertising internships in the United States, as voted by interns.

Former interns' reviews: here

Image via

3. Mullen

What: “hyperbundled” agency, offering marketing, public relations, and advertising services

Founded: Boston, Massachusetts, in 1970

Company size: 900 employees

Offices: Boston, MA, Los Angeles, San Francisco, Detroit, Pittsburgh, and Winston-Salem, NC.

Clients: Acura, JetBlue, Google, U.S. Cellular, Zappos, adidas, True Religion, VH1, American Greetings, FAGE, LivingSocial, Match.com, Timberland, MassMutual, National Geographic Channel, Olympus, etc.

Internships: summer

Annual interns: 30

Average intern salary: $9.96/hour

Why I like it: Mullen pays its interns, puts them on real projects, and allows them to present to higher management, hence its high internship rating. Besides, Mullen is a four-time Adweek's "Agency of the Year" winner, and I love the interactive mustache on their website.

Former interns' reviews: here

Image via

4. Ogilvy & Mather

What: international advertising, marketing, and public relations agency

Founded: New York City, NY, in 1948

Company size: 10,001+ employees

Offices: 450 offices in 120 countries

Clients: Nestle, Yahoo, Louis Vuitton, IBM, Cisco, Greenpeace, Dove, etc.

Internships: interactive, art direction, copywriting, production, brand management, branding, planning, media, and others.

Annual interns: 40

Average intern salary: $11.00/hour

Why I like it: It's huge. It's international. Also, Ogilvy & Mather's 12-month Associates Program gives its participants the opportunity to learn from some of the most talented and experienced people in advertising and be placed within the company at the end of the program.

Former interns' reviews: here

Image via

5. Bartle Bogle Hegarty (BBH)

What: international creative advertising agency

Founded: London in 1982

Company size: 1000+ employees worldwide

Offices: London, New York, Los Angeles, Singapore, São Paulo, Shanghai, and Mumbai

Clients: Axe, Alpenlibe, Audi, PlayStation, Levi Straus, British Airways, Johnnie Walker, Mentos, The Guardian

Internships: The BBH School of Ideas (Apprenticeship Programme), BBH Homegrown (3-month internship program), and The Barn (New York's bi-annual internship program)

Annual interns: varies

Average intern salary: $8.13/hour

Why I like it: BBH is a huge agency that operates worldwide. A big plus is that interns are paid $350 per week (New York).

Former interns' reviews: here

Image via

6. 72andSunny

What: full service, modern communications company

Founded: Los Angeles in 2004 
Company size: 51-200 employees

Offices: Los Angeles and Amsterdam

Clients: Activision, Anheuser-Busch, Carl’s Jr., ESPN, Google, Samsung, Smirnoff, Sonos, and Target

Internships: 72U, a 12-week program

Annual interns: 10+

Average intern salary: $8.00/hour

Why I like it: 72andSunny is a relatively young company with big potential. What lures me in is its super creative and dynamic atmosphere. Check it out here.

Former interns' reviews: here

Image via

7. Weiden+Kennedy

What: full-service, creatively driven advertising agency

Founded: Portland, Oregon, in 1982

Company size: 1001-5000 employees

Offices: Portland, New York, Amsterdam, Tokyo, London, Delhi, Shanghai, and Sao Paulo.

Clients: Chrysler, Coca-Cola, Converse, Facebook, Levi's, Nike, Old Spice, Sony, P&G, etc.

Internships: have to contact the HR team or apply for W+K 12, an internship program

Annual interns: 20 (Portland)

Average intern salary: $10.36/hour

Why I like it: Firstly, it's based in Portland. Secondly, you get to work with incredibly talented people who have produced amazing award-winning campaigns, like "Just Do It," "The Man Your Man Could Smell Like," and "Thank You, Mom." Thirdly, you get a chance to work on huge brands.

Former interns' reviews: here

 

16. Can We Really Multitask?

Today, multitasking is one of the most common job responsibilities that one can find among various job descriptions. Everyone, from cashiers, to sales associates, to communications specialists, is expected to be able to work on multiple projects simultaneously. But is it really possible to do quality work while handling several tasks at the same time?

Image via Careerealism

We have recently touched this question in my linguistics class, when we were talking about the role of attention in language acquisition. It turns out that human attention is highly selective, meaning that we can efficiently perform just one attention demanding task at a time. In fact, researchers say that multitasking is a myth, providing real data to prove their point. "People can't multitask very well, and when people say they can, they're deluding themselves," says neuroscientist Earl Miller.

While scientists analyze complex brain scans, we can do some simple tests ourselves to see if multitasking is possible. Have you ever tried to text while walking on a busy street? I have. Some would think of it as a sort of multitasking, but it really isn't. Since there are multiple obstacles on the street, we usually stop texting for a moment to see where we are going so that we won't trip. This means that we are not actually performing two tasks continuously, so we are not really multitasking. Another example is talking to someone while writing. This is nearly impossible to do - you would either make a mistake in writing or say something that doesn't make sense.

What we really do while successfully performing multiple tasks at the same time is switching between them really quickly, which gives the illusion of multitasking. The ability to quickly shift your attention from one project to another and to accomplish each of them effectively is exactly what employers are looking for in applicants.

However, true multitasking does exist, but it requires two or more tasks to be compatible. For example, listening to a professor and taking notes are two compatible activities, which is why most students can perform them simultaneously without a problem. So if you are not very good at switching your focus really quickly, try matching compatible tasks for better efficiency.

Most people presume that multitasking is the performance of multiple tasks at the same time, but while it is true for computers, the human brain is simply not able to function as smoothly and quickly as a processor. I believe employers should explain what they really mean by this term in order to avoid any confusion among their employees and prevent them from making mistakes or stressing out, while they are trying to handle several tasks simultaneously.

15. Six Tips for a Successful Career in Advertising

Last week we had an amazing guest lecturer in our Creative Strategist class - Tracy Wong, the executive creative director and co-founder of WONGDOODY, the most awarded independent advertising agency on the West Coast with offices in Seattle and Los Angeles. Tracy Wong is a graduate of the University of Oregon advertising program and has nearly 30 years' experience in the industry. He is currently writing a book on how to launch a successful career in advertising, which is based on his extensive experience and personal success. I am very glad that he was able to come and share some of his knowledge and advice with us because they are definitely very valuable for any young professional aspiring to start a successful career in advertising.

Tracy Wong of WONGDOODY. Image via LinkedIn.

Here are his six insights and tips that he prepared for us. Following them will surely make you armed and ready to take on the industry.

1. The greatest creative barrier is your ego.
Egotism can hijack your career. Best tip for this? Don't be arrogant and learn to let go of your work - compromise and be open to other ideas. You are not your ideas, so never take criticism personally.
Besides, ego hides opportunities. Everyone wants to work on a big account, like Nike or Starbucks, but in fact, working on something small can open a door to great new opportunities. Tracy gave us an example of Old Spice, which used to be an average personal hygiene brand that no one really cared for nor wanted to work on until Weiden+Kennedy rebranded it. Now, everyone wants to work on it. Conclusion - where there is a problem, there is an opportunity. Embrace that.

2. 99 percent of a great idea is a great strategy.

 An idea without a strategy behind it is just pointless and thus doesn't have any chance for success.

3. The greatest creative weapon is you ears.

Listening is key to your success in advertising. Knowledge talks, but wisdom listens. Listen to your consumer, client, and colleagues with an empty, not open mind. An open mind means the door to your mind is open (so you are ready to listen,) but there is no room for a different idea. An empty mind, on the other hand, means that your mind is completely clean and ready to adopt a new idea.

4. Embrace compromise.

The client is paying you, so you have to recognize that they are always right and consider their opinions and advice. Talking and discussing issues with the client are extremely important for reaching a consensus.

5. Engage in a creative democracy.

Collaboration is crucial in advertising. The ability to work with your colleagues efficiently makes you a better professional. We > Me. And don't forget that your client has to be part of this process.
Anything is possible as long as no one cares who gets the credit for the work produced (the greatest creative barrier is you ego, remember?)

6. Love your client like you love your dog. 

It's all about a good relationship with the client. After all, it's them who you are working for.


I agree with each of Tracy's points and will try to follow them in my future career. Actually, I don't even have to wait - as an ad student, I can use some of these tips now, while working on group projects. Practice makes perfect, right?

14. The Night of the Ad Eaters

The Night of the Ad Eaters is an international all night show dedicated to screening the world's most creative, funny, provocative, and shocking commercials in a party atmosphere. Created in Switzerland in 1981 by Jean Marie Boursicot, the show was initially designed to raise funds for his Cinematheque project, which is intended for the preservation of advertising archives. Today, the Cinematheque is the biggest and only film library in the world dedicated to TV and cinema commercials - it holds more than 1 million films from all over the world.

The Cinematheque Jean Marie Boursicot. Image via

The Night of the Ad Eaters runs yearly in more than 40 countries worldwide, creating a fun shared experience between people of various nationalities and cultures. To get a better idea of what the show looks like in reality, see the trailer below.

to ensure the preservation of advertising archives - See more at: http://www.adeater.com/cinematheque-jean-marie-boursicot.php#sthash.ijP0FijE.dpuf

to ensure the preservation of advertising archives - See more at: http://www.adeater.com/cinematheque-jean-marie-boursicot.php#sthash.ijP0FijE.dpuf

to ensure the preservation of advertising archives - See more at: http://www.adeater.com/cinematheque-jean-marie-boursicot.php#sthash.ijP0FijE.dpuf

to ensure the preservation of advertising archives - See more at: http://www.adeater.com/cinematheque-jean-marie-boursicot.php#sthash.ijP0FijE.dpuf

Jean Marie Boursicot

Jean Marie Boursicot

 

A mix between a movie night, a concert, and a party, this show seems like a must-see for anyone who loves advertising or just wants to have fun. Besides great entertainment, it offers a variety of amusing commercials, like these:

If you are considering attending the show in the near future, you may want to check out the U.S. tour map and dates. I wish the show came to Oregon though because it would be fun to go and see it! 

Have you ever seen this show? If not, would you like to?

13. Born in Oregon

Ever since I moved to the States in 2010, I've been trying to make sense of my new environment - Oregon - through traveling, university lectures, random conversations, and my own research. Born and raised in the fifth largest city in Russia, I could not imagine that such a majorly rural region as Oregon could possibly be the homeland of such big brand names as Nike or Columbia, which are so famous and popular in Russia, as well as everywhere else in the world. Learning about the history of Oregon-based brands, their indestructible ambition, and endless creativity despite the rainy climate has been inspiring me to get better with every step I take and feel proud of being part of this state and its culture.

Here is my list of big brands that I discovered were born in Oregon and have flourished outside the state.

1. Nike

Image via Oeil Jumratsilpa

The company was initially founded as Blue Ribbon Sports by a University of Oregon track runner Phil Knight and his coach Bill Bowerman in 1964. In 1971 the company was renamed Nike after the Greek goddess of victory. The Swoosh logo was created by Carolyn Davidson, a graphic design student at Portland State University the same year. Now headquartered in Beaverton, Oregon, Nike is one of the world's largest suppliers of athletic apparel and gear. I recommend reading the entire history of the brand if you're interested in the details.

Also, check out this inspirational video that demonstrates how Nike's professional atmosphere and Oregon's culture intertwine.

2. Columbia Sportswear Company

Image via Portland Athletic & Outdoor

This sportswear company originally started as a small family business called Columbia Hat Company in Portland, Oregon, in 1938. As Gert Boyle, the daughter of the owners and present chairman of the company, designed the first fishing vest in 1960, the company was renamed Columbia Sportswear Company. Today, Gert Boyle's son Tim Boyle is the company's CEO.

Here is the entire history of Columbia told by Gert Boyle. I love the brand's core idea, "Success comes to those who try." And my favorite phrase from the clip is, "Try. Try harder. Try differently. Then try again."

3. Taco Time

Image via Martillo de Salvacion

This Mexican fast-food restaurant chain was founded by a former University of Oregon student Ron Fraedrick in Eugene, Oregon, in 1959. Today, the company has more than 300 franchises in the United States, Canada, the Netherlands Antilles, and Kuwait.

4. Tazo

Image via Wikipedia

Tazo Tea Company was founded by Steve Smith in Portland, Oregon, in 1994. Looking for investment partners, Smith asked Starbucks' CEO Howard Schultz for cooperation in 1998, so Starbucks bought Tazo for $8.1 million in 1999. Since then, the Tazo tea brand has been been offered at most Starbucks locations.

5. Dutch Bros. Coffee

Image via Phoenix New Times

Dutch Bros. Coffee is the country’s largest privately held drive-thru coffee company headquartered in Grants Pass, Oregon. Founded by dairy farmer brothers Dane and Travis Boersma in 1992, the company now holds nearly 200 locations in Oregon, Washington, California, Idaho, Nevada, Colorado, and Arizona. Considering its great national success, it may soon very well become the next leader in the coffee industry.

Am I missing any other big Oregon-based brands that should be on my list?

12. The Bechdel Test

How many films that you've seen have at least two female characters in them who talk to each other about something other than a man? It may seem like you can name plenty, but in reality, there are not very many films that meet these simple criteria of the Bechdel Test. The test was named after Alison Bechdel, an American cartoonist, whose comic Dykes to Watch Out For first introduced this set of criteria for determining gender bias in 1985. Then, it became widely used for discussing films and other works of entertainment.

So to pass the Bechdel Test, a movie has to pass these three questions:

1. Does it have at least two women in it who have names?
2. Do they talk to each other?
3. Do they discuss something besides a man?

You'll be surprised that most films you've seen fail this test. 

But the goal of this test is not just to determine whether a film meets these criteria. It is intended to give us a broader understanding of the film industry and its tendency to cater more to men than women and to portray women in one dimension.

Just recently, Swedish movie theaters have begun using the Bechdel test to rate films. If a film passes the test, it gets an "A" rating, if not, it remains unrated. The goal of the rating system is to encourage the industry to portray "more female stories and perspectives on cinema screens". Smart move, isn't it?

11. The Mirror Effect

My fascination with the representation of mirrors in art emerged when I took an art history class at the University of Oregon a year ago. It was then when I discovered these two great artists and their mysterious paintings that I'm going to discuss in this post. These artists are from different eras, but the mirror theme unites their works of art and keeps me trying to unravel their mysteries. Here's my interpretation of the paintings.

1. "The Arnolfini Portrait" by Jan van Eyck (1434) 
Also known as "The Arnolfini Wedding," this painting represents Giovanni Arnolfini and Giovanna Cenami, an Italian merchant couple, and the scene of their marriage. What is striking about the painting is the presence of a concave mirror in the background that reflects two figures in a doorway. Above the mirror we can see the artist's signature written in Latin, which translates to "Jan van Eyck was here."

Image via Pirates & Revolutionaries

Image via Pirates & Revolutionaries

This signature gives us a clue that one of the figures in the mirror might be the artist himself, suggesting that he was a witness of that moment. As the mirror is centered and directed towards us, my guess is that the second person's reflection is the viewer's own. To me, this interpretation is the most thrilling one as it makes me feel connected to the artist despite the five century gap as I imagine standing right next to him in the room and watching the wedding scene. There may be a great number of other interpretations, but it is clear that the artist's intention was to prove the legitimacy of the marriage by including the reflections of two witnesses in the mirror and his own signature. This painting serves as a sort of wedding certificate, as well as a wedding "photo," for the couple.

2.  "A Bar at the Folies-Bergere" by Edouard Manet (1882)

Image via Peter Ghiringhelli

This is a depiction of a bar scene at the Folies-Bergere music hall in Paris. At first glance, there is nothing striking about it - there is a barmaid standing behind a bar counter in a crowded hall, which is reflected in the mirror behind her. But as we look closer, we can notice that the reflections of the objects and figures are displaced too far to the right. If the barmaid is standing right in front of us and looking straight, then her reflection should be directly behind her. Also, despite the illusion that she is looking at the viewer, the mirror reflection tells us that she is talking to a man in a top hat, whom we see in the mirror; however, we don't see his actual figure in front of the bar. These inconsistencies suggest that the artist intentionally captured two points in time in his painting. It's like two sequential snapshots merged together - one is when the barmaid is talking to the man, and the next one is when she is directed towards us, as if we were her next customer. My other guess is that the reflection is not part of the reality at all - the barmaid's facial expression is contemplative, so the reflection might be just her fantasy or reminiscence of her encounter with the man.

10. No to Outdoor Advertising

Living in the city, we are so used to seeing it filled with abundant outdoor advertising - from billboards and store signs to bus wraps and wallscapes - that it's hard to imagine how the city would look like without them, in its bare beauty. While we can only guess what it would actually look like, Dmytro Fomenko, a Ukrainian photographer, tried to capture the streets of Kiev with and without outdoor advertising, and the contrast is glaring.

Images via Dmytro Fomenko

What stands out to me the most is that all these billboards are blocking the city's historic landscapes, like the church, bridge, and monument, from our sight. While I understand that outdoor advertising is an effective way to reach consumers, I believe it shouldn't flood the city to the point where people get caught in a myriad of ads and become confused or no longer pay attention to them. The ads' placement should not disrupt the harmony and beauty of the city's architecture, so smart planning is a must.

Actually, there is a city that decided to solve this problem in a radical way. In 2006, the mayor of São Paulo, Brazil, passed the Clean City Law, which banned all outdoor advertising for its "visual pollution." Thousands of ads had to be removed from all public places, leaving the city looking as bare as it could be. Surprisingly, the law hasn't affected businesses much at all, while the overall effect was found "beneficial" by 70 percent of the city's residents. Some advertisers were actually pleased with the law as it prompted them to explore new, more interactive media channels, like the Internet and social media.

Images via BuzzFeed

While I don't think that fighting the abundance of outdoor advertising necessarily has to be this extreme, I do believe that advertisers and the city administration should work on this issue together and try to give priority to the city's aesthetics.

9. Fashion Trends vs. Individualism

While browsing through over 100 fashion blogs I'm following via Bloglovin', I regularly come across very similar-dressed girls wearing the same fashion trends, like the Celine Luggage Tote, the Zara origami skirt, or the Valentino Rocktud Pumps, to name a few. To maintain their influence in the fashion industry, these bloggers have to get the newest, usually very expensive designer items as soon as they become available to the mass after fashion shows.

Fashion bloggers wearing the Celine Luggage Tote. Image via Fabsugar

Some of them try to look unique by styling the trendy item in their own way, but many of them are too preoccupied with the goal of incorporating as many current trends in their outfit as possible, the result of which can be ridiculous at times. There is one blog called Shit Bloggers Wear that pokes fun at the ubiquitous items worn by a lot of bloggers. Cecilia Doan, the owner of the blog, sketches these items if she sees them on different bloggers too many times.

Image via Shit Bloggers Wear

Image via Shit Bloggers Wear

Image via Shit Bloggers Wear

Image via Shit Bloggers Wear

I think what she's trying to say through her blog (and I agree with her) is that we shouldn't fall under the dominance of fashion trends and brands, and that it's important to preserve your individuality even if you are an avid faschionista. As I was growing up, my mother always told me that looking unique is key to success. What she meant was basically expressing your individuality through fashion.

As I got more interested in fashion and started following trends, I started to distinguish between fashion and style. For me, fashion is a constantly changing stream of trends promoted through the media, while style is your personal selective and unique interpretation of these trends. As my favorite fashion icon Coco Chanel put it, "Fashion changes, but style endures." It's easy to blindly follow ever-changing trends, but not everyone has a sense of style. I think for anyone who follows fashion it is important to pass a trend through your own prism of style and alter it in accordance with your mood and individuality, rather than adopting it in its raw form for the sake of being cool and looking identical to millions of other people.

8. Not Just a Fashion Vlogger

YouTube has been a great place for me to discover really talented and inspiring people. One of them is Wendy Nguyen, an incredibly creative fashion vlogger from California. Her videos are not just a collection of fashion tips and outfit suggestions. Each of them is a true masterpiece starting from an idea to its execution.

I stumbled upon Wendy's channel a couple years ago while browsing YouTube for tips on how to tie a scarf in a variety of ways. The video I found was undoubtedly helpful, but the most striking part about it was its creative editing that truly amazed me, as I had never seen anything like that before. I subscribed, and in the course of the next few years I was able to see Wendy's videos evolve and become more and more skillful and ingenious. Here are her most creative ones in my opinion:

 

This stop-motion film is surely very personal and inspiring, but its flawless execution is what makes it so astonishing. After seeing The Making of Be Your Shoeself, I was literally shocked by how much work was put into the creation of this film, which required a great number of takes, impeccable management, some fishing wire, and a pair of green stockings.

I love this video partly due to the fact that she used the GoPro camera to make it. I enjoy watching sports videos filmed with this little device, so I was pleasantly surprised to see it used for a fashion video.

This one was made by Wendy to celebrate her 100th video on YouTube. Great outfits, but the editing left me speechless!

This film is Wendy's latest collaboration with Tacori. It's extremely emotional and inspiring. Its idea is so fascinating - the film follows a loving couple throughout all the highlights of their life together in reverse order. The warm atmosphere of the film helps present the bracelet in the best light possible, emphasizing on its core qualities: sturdiness, timeless design, and the ability to keep a couple's promise sealed throughout their entire life together. 

Wendy is my personal inspiration. As I love fashion and strive to excel at everything I do, I've been looking up to her as an example of the union between passion for something and high professionalism. Who is your inspiration?

7. Dystopia

The world is not perfect, and it will probably never be. There are seven billion people on Earth, which means there is approximately the same number of different opinions on what is considered perfect and how the world should operate. We are all different in terms of our culture, religion, gender, skin color, class, and personality, which leave a certain mark on the way we think and act. Governments of different countries are constantly struggling to devise an ideal system that would satisfy every citizen, but it's virtually not possible considering all our differences. That's a utopia - unattainable perfection.

I love reading dystopian literature, which attempts to build these "perfect" societies that stand for world piece, equality, and public happiness, but reveals all the misery and absurdity behind the process, emphasizing on the suffering of people who have to sacrifice their individualism and freedom to the new "ideal" system. Here are my three favorite dystopian novels:

Image via LitStack

1. Fahrenheit 451 by Ray Bradbury. This novel depicts a future totalitarian society, in which books are outlawed because they carry controversial and outdated information, which offends minority groups of people, and contribute to inequality by making some people seem smarter than others. For the sake of political correctness, equality, and public happiness, the government hires "firemen" who burn all books that they can find, as well as the houses of those who keep them.

Image via Yellowed and Creased

 2. The Lathe of Heaven by Ursula K. Le Guin. The action of the book is set in Portland, Oregon in 2002. The main character, George Orr, discovers that his dreams can alter reality, so he starts abusing drugs to prevent himself from having these "effective" dreams. To help the problem, he has to go through psychiatric therapy with Dr. William Haber, who decides to take advantage of Orr's "gift" and starts manipulating his dreams to change the world in ways that would benefit him and society. For example, when Haber directs Orr to dream of a racism-free world, everyone's skin color becomes identical grey, and to solve the problem of overpopulation, Orr conceives of a plague that kills most of the world's population, and so on.

Image via The Anatomy Lesson

 3. We by Yevgeny Zamyatin. This novel describes a totalitarian society of a distant future, where every citizen of the One State has to conform to its strict laws: refer to each other by individually assigned numbers instead of names, shave their heads, wear identical clothing, and live in glass apartment buildings, which allow for easier supervision. Their freedom, privacy, and individualism are destroyed for the sake of equality. The One State even controls their work, sexual life, and parenthood, while having a "soul" is considered a disease, since people are expected to act like heartless machines.

6. Football, Pink, and Katy Perry

How can these three possibly be related? Well, considering the past months' events, they are. On October 19th, the University of Oregon football players wore black uniforms with pink socks, shoes, gloves, and helmets for their home game against the Washington State Cougars. The new uniforms were designed by Nike to support the fight against women's cancers and raise funds for the Kay Yow Cancer Fund. After the game, five helmets were autographed by some Oregon legends, including the University of Oregon alumnus and Nike founder and CEO Phil Knight, and auctioned off in support of the Fund.

The Oregon Ducks wearing their traditional green and yellow uniforms. Image via OregonLive

The black and pink uniforms, worn once, were design to raise breast cancer awareness. Image via OregonLive

Image via Deadspin

However, despite this generous act, the football team received some negative feedback. For example, one indignant fan called GoDucks.com editor Rob Moseley, expressing his anger and disgust at seeing his favorite team dressed in pink and the "stupid" intent of the organizers to "politicize and feminize the game of football." He emphasized that football should remain a male game, and that there is no need to turn it into a "powder puff party or a sorority party." Some other fans also criticized the new look of the players.

This reminded me of a similar incident that happened when Katy Perry's "Roar" was played as the Cincinnati Bengals' theme song at their game against the Pittsburgh Steelers on September 16th this year.

The choice of this pop song caused a wave of negative comments on social media. The Bengals fans were complaining that the song, albeit its tiger theme, was too sugary and feminine for the predominantly masculine game of football, and that it was not able to pump the athletes up.

Image via MSN

In the case of Katy Perry's song, I'd agree that it might be too weird of a choice for the traditionally masculine game of football, where people expect to hear manly, driving rock songs. But as for the pink-accented uniforms worn by the Ducks, I consider it a brave, respectful, and generous act of raising breast cancer awareness. And considering the fact that these uniforms were worn just once, I don't think it's worth any complaints.