This article was originally published on reverb, Drake Cooper’s reflections on advertising, creativity, and trends. Read more.

Meet Toby Walker

In his short time here at Drake Cooper, Toby Walker has revolutionized what it means to be in advertising. He inspires those around him and has a burning passion for success – Toby Walker is advertising.

IMG_0551
Toby Walker, getting stuff done.

Q: You have been compared to David Ogilvy, the father of advertising, what is your personal philosophy on the industry?

A: Advertising is the act of telling a story about a brand that connects with a person. Our job is to find those everyday truths that we as humans share and connect the dots back to the brand.

Q: Do we have free will?

A: Well, in short, atoms and particles behave in probabilistic ways. However, our brain is made of atoms and particles… therefore, how can free will exist?

giphy (2)

Q: How have you achieved so much at such young age.

A: People are always looking for the magical answer or a shortcut to success, but the answer has never changed, and it comes down to one truth: hard work. Any other way and you are just barking up the wrong tree.

Q: What are the various ways to measure the effectiveness of an advertising campaign?

A: The purpose of measuring the effectiveness of an advertising campaign is to measure its effect on the public, the sales, and the brand recall factor. If I were to break down the mathematical equation for measuring the effectiveness of an advertising campaign, it would look a little something like this: Return on Ad Spend (ROAS) = (Gross profit from ad source – Ad spend) / Ad spend

Q: How does one prove that there is an external world?

A: One can’t.

Q: How do you turn a client relationship into a partnership.

A: I think it starts with the first time you shake hands, and you look each other in the eye. From that moment on, it becomes more than just us and them; it becomes we. It becomes a collaborative effort, working as a team, pulling together to accomplish a goal.

gif-3

gif-3

Q: How do you unblock your creative mind?

A: You would be amazed how a simple walk has the power to loosen one’s mind.

giphy (3)

Q: What are your thoughts on networking?

A: I hate the term “networking,” it seems so “corporate.” Establishing a relationship, friendship, or unbreakable bond, if you will, is more important than just getting a business card or having thousands of connections on LinkedIn.

Ok, I’ve answered all of your questions, can I get back to work now?

giphy (4)