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FIVE THINGS I LEARNED FROM MILTON GLASER

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Five Things I Learned From

Milton Glaser
Oreamuno reflects on Hall of Fame
laureate's appearance at ADC Gallery

Last week, we at ADC were honored to host the opening reception

(http://adcglobal.org/celebrating-graphic-advocacy-at-adc/) of Graphic
Advocacy: International Posters for the Digital Age 20012012
(http://graphicadvocacyposters.org/).We had a packed house, and while
everyone quite enjoyed the compelling artwork on display, Im sure the
highlight of the evening was getting the rare opportunity to bask in the
wise words of design legend and ADC Hall of Fame laureate Milton
Glaser (http://adcglobal.org/hall-of-fame/milton-glaser/).
Milton is a historic figure in our industry, reaching what most would consider the apex of a
career in graphic design. ADC Hall of Famer, recipient of both the National Design Award
(http://en.wikipedia.org/wiki/National_Design_Awards) Lifetime Achievement Award from the
Cooper-Hewitt National Design Museum and the National Medal of Arts
(http://en.wikipedia.org/wiki/National_Medal_of_Arts) are no small accomplishments. But if one
thing was apparent that night here at ADC, its that Milton doesnt act or think like he reached
the apex of anything. Hes an intellectually active human being who poses a lot of hard questions
that make everyone reevaluate things we mightve otherwise taken for granted.
Here are five things I personally took away from Miltons thoughtful responses last week. I hope
youll find a little bit of inspiration from this cultural icon.
We have to take a step back, gain perspective and take a look at what were
doing.
We talk about advertising and design as if its a sacred art, but Milton seems to look beyond
that, often speaking about the fact that unbridled consumerism is not a good thing. Its great
that good advertising and design can move products, its exciting that our work will be put on
billboards, magazines and newspapers, but shouldnt we also see the big picture and take a little
bit of responsibility? Perhaps we cant stop it, but its important to acknowledge the global
effect of our work.

Were at a strange moment in history where nobody

believes anything.
Were at a strange moment in history where nobody believes anything.
Miltons observation is extremely important. The art of persuasion (as we like to call our
business) relies not only on the power of the message, but in how open our audience is to
receiving our message. I see this as a parallel to a gun and a target shoot. The guns might be
getting more and more accurate, but the targets are getting smaller and smaller. I for example,
dont have cable, dont subscribe to newspapers so dont really see print ads and I have an ad
blocker on my browser, so no matter how incredible a piece of communication is, it just wont hit
the mark. I think we put ourselves in this position as an industry by producing so much clutter, so
much bad advertising and design, and not elevating the level of communications.

Expect the unexpected. Everyone knows Milton for I New York, but as he admits, he
had no idea it was going to blow up so big. Its an important lesson for everyone; we should do
and produce as many things as we can to the best of our abilities, because the big one that will
open up doors for us is usually not the one we expected to explode.

I dont know what Im doing when Im doing it! How

could I? Im stumbling in the dark.
I dont know what Im doing when Im doing it! How could I? Im stumbling in the
dark. How else can you work except to stumble in the dark? If I knew what I was
doing before I started I never would have started. When ADC does events with the
giants of our industry. a lot of people in our audiences seem to envy them because they feel that

(/member/bigbadwolf)

Ignacio Oreamuno
Ignacio Oreamuno is the Executive
Director of ADC. With his ambitious
vision and drive to dramatically change
the industry by bringing art and craft
back to advertising and design, he is a
natural creative leader. Before joining
ADC, Ignacio founded IHAVEANIDEA in
2001, with the intention of creating a
community-based publication that
shared quality know-how by creatives,
for creatives. Soon thereafter, Ignacio
launched Portfolio Night
(http://portfolionight.com), the worlds
first-ever international portfolio review.
Both initiatives grew at lightning speed,
which solidified his path to inspiring
creatives around the world. In the
following years, Ignacio was named one
of Marketing Magazines Ones to
Watch Under 30, and he launched two
new initiatives: the Tomorrow Awards
(http://tomorrowawards.com), an
international award show without
categories, exclusively focused on
teaching and learning; and Giant Hydra
(http://gianthydra.com/), a first-ofits-kind mass-collaboration creative tool
for agencies. Having lived in ten
countries across Latin America, Europe
and North America throughout his life,
Ignacio is no stranger to travel and new
cultures. He is known for living his life in
an airplane, for his taste for fine food
and wine, and for never stopping in his
tireless quest to improve the global
creative industries.

those people have brilliance strike them a lot easier than it does their own work. I think Milton
makes it clear that the white empty page is just as hard for him as it is for anyone else.

The earth is not warming, its dying. Milton is very passionate about the topic of
environmental awareness. I think a lot of people always think that you have to be a young hippie
to talk and care about the environment, when in reality all you need is to have basic intelligence,
awareness and consciousness. Milton has seen a lot of decades of abuse to our planet and its
admirable that he doesnt just care, but is taking action to raise awareness of the topic.

I Milton Glaser

Ignacio Oreamuno (http://adcglobal.org/about/adc-staff/ignacio-oreamuno/)

Executive Director
ADC

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