Communications is Everywhere: Keith Cartwright

Photo Credit: Grey Group

Keith Cartwright spoke to students at the S.I. Newhouse School of Public Communications on Nov. 2 as part of the Eric Mower Advertising Forum. Cartwright graduated from Syracuse University in 1997 and has since been named in Adweek Magazine as one of the 50 top Creatives in the business and recognized by Advertising Age as a Media Maven for 2016. He was also chosen by Campaign Magazine as one of the top 10 Most Influential People in Advertising. Cartwright has worked on ad campaigns for Nike, Jordan Brand, LEGO, and the NFL and is now the Chief Creative Officer for his own agency, Cartwright.

Cartwright grew up with a minister dad and a speech pathologist mom, but his parents still showed an affinity toward creativity and good diction. His dad always told him, "Whatever you do, just don't be a stuttering atheist." He grew up attending church six days a week, two hours a day, and eight hours on Sunday; this started the installation of discipline and dedication into his life.

"Whatever you do, just don't be a stuttering atheist."

Cartwright designs with creative audacity and the power to turn heads in an attention economy. It forces you to pay attention, inspires you to share, and entices you to want more. He often asks himself, what is it about big and great ideas that allow them to cut through the noise and gain attention? Cartwright maintains five rules in all his work, each equally important to how you think about work and share ideas.

1. Doubt yourself – Too many creators have a god complex with an unshakable belief characterized by consistently inflated feelings of personal ability, privilege, or infallibility. One must constantly challenge one's notion that one knows the answer and continue to be curious and ask questions.

2. Steal – Nothing is new; we all borrow and reinterpret ideas. Creativity is revolving, and we take ideas to make them better. This demonstrates the progress of the communications industry. Research and finding influences will help you know your history.

3. Be stupid – Never walk into anything with deep preconceptions of what it is. Walking in stupid forces you to ask questions and educate yourself. Do you ever actually know the answer?

4. Fall harder – Failing is a part of living. If we don't fall first, we will never succeed.

5. Give it all away – Unexpected places are where the exciting things are. Don't be afraid to look in there and find something new.
   

Keith Cartwright on Zoom

Cartwright solves problems with his work and has worked on many powerful campaigns. It has been said that Sunday morning is the most segregated day in America. Cartwright thought if Sunday morning is seen as a day of division, then Saturday Morning will be a day of change and bring about hope for tomorrow. Cartwright created Saturday Morning as an organization that builds awareness, promotes change, and shifts overall perception, especially on racial issues. He uses his advertising and communications skills to tackle social issues and bring public attention to important problems. Cartwright recently completed a campaign for Proctor & Gamble titled "The Look" on biases against African American men.

Cartwright worked on the famous Super Bowl LIII NFL "The 100-Year Game" commercial that finished first in USA Today's Ad Meter. The commercial featured six generations of football legends at an award show celebrating the league's 100th anniversary when an impromptu football game breaks out. This ad was one of the NFL's most successful ads ever, resulting from Cartwright using his five rules.

When professionals can execute the vision of an organization, that is when they are most powerful. Keith Cartwright shows how creative audacity benefits causes that need a boost, like supporting the Black Lives movement or maintaining public perception, as seen with the NFL. Whatever the cause, Cartwright proves creativity solves problems and how you approach issues.