Chicago: Overview

A few years ago, a ‘Second city’, second-best mentality coupled with recessionary blues had rather knocked the wind out of the Windy city’s once-thriving advertising scene. But recently, industry pros have been sniffing the sweet smell of a comeback wafting in on the breezes of change. Isobel Roberts inhale.

Nestled along the shores of Lake Michigan, Chicago is a city known almost as well by its nicknames as its real name. Frequently referred to as the Windy City or the Second City, it’s the latter moniker that the town, including its advertising industry, is eager to shake off. Because, as home to one of the largest advertising communities in the US, Chicago has a long heritage in the ad game and it wasn’t so long ago that the city’s agencies were returning home with coveted awards from across the globe.

“When I came here 10 years ago the city was arguably the best creative hub in the USA, if not the world,” reflects Mark Tutssel, global chief creative officer at Leo Burnett’s Chicago headquarters. “There was amazing work originating from here, and it was a moment in time when the city stood tall. But the city’s always had that second city mentality, and always looked to New York. There’s been a competitive spirit, which is great, but it did slip for a while.”

That often alluded to ‘second city’ syndrome, twinned with a crippling recession that scared many clients into a more conservative approach, has resulted in a lacklustre performance on the creative front from some of Chicago’s greats. But embracing the city’s proud yet humble character, the advertising industry has been fighting back.

Talent drive

The past two years have seen a wave of fresh blood brought in to run the city’s top creative departments, with everyone from DDB to Leo Burnett and Y&R to DraftFCB recruiting new creative leaders. And although they all admit the hard slog isn’t over yet, there is no escaping the revitalised mindset of Chicago.

“We have a bit of momentum now here at the agency,” says Y&R CCO Bob Winter, who took over the post last October. “People believe in possibility, and I kind of feel that Chicago is at that point too, [we’re] in a bit of a re-booming period – we’re coming out of our shell. Everyone feels a little bit war torn from the last few years but now we have this kind of rebirth that’s happening and it’s good. And it’s not just advertising, it’s the whole city.”

While major accounts have been lost almost across the board at the city’s biggest shops, they’ve also knuckled down and brought in new business. The knock on effect of these wins has created new opportunities – one of the most significant being the ability to attract more outside talent to Chicago’s shores.

“When I first arrived it looked like we were just recruiting from each others’ agencies,” says Susan Credle, who is two years into her North America CCO role at Leo Burnett, “and we said we didn’t want to pull the best of Chicago to Leo Burnett, we wanted to pull the best to Chicago, and I think that’s happening.”

Over at independent agency Cramer-Krasselt they’re seeing a similar development too: “I think that there’s a shake-up in the entire industry and it’s changing in so many ways – technology, media, what defines creativity,” comments CCO and executive vice president Marshall Ross, “so there’snjust a lot of movement. People are willing to move from and to Chicago more readily, and we’re talking to people from Australia and the UK a lot now. People who’ve spent their whole lives in LA or New York don’t think about Chicago sometimes, and if you can get them here their minds kind of blow. The city can be a great recruiting tool.”

Midwestern sensibility

As well as a vibrant cultural scene and a spectacular lakeside setting – in the warmer months, at least – Chicago has another special ingredient that its inhabitants believe is helping fuel a rebirth in its adland – specifically, a Midwestern outlook that seems set for success in the current marketing climate. 

“I really do think people here have a Midwestern sensibility,” believes Y&R’s Winter, “which is very genuine and inclusive, and I think those are really great qualities that a lot of brands would love to have right now. I think a lot of brands are getting back to basic human truths and I think that’s what consumers want, especially when brands have to be so transparent.”

Over at Leo Burnett, Credle concurs: “I do feel there is a Midwestern attitude and I don’t think that’s a bad thing. I think it’s very American and frankly I think it’s their time again, because I think this country is getting value conscious and I think that this mentality is poised to be effective.”

With the evolution of technology, the importance of geographical location has also shifted and a shop in New York is no longer seen as a necessary tool in order to get the right accounts. Instead, the city’s industry sees Chicago’s centralised location in the US as a plus point. So while the Windy City might not yet be reliving its heady Grand Prix-winning days, Chicago has certainly got its stride back, with the arrival of East Coast shops such as mcgarrybowen and R/GA in the last couple of years helping to boost the city’s diversity.

“Chicago has an amazing advertising heritage, but I can’t help but feel it’s best days are still ahead of it.” concludes DraftFCB’s new CCO Todd Tilford, who shipped in from New York in July 2011. “I feel like it is a city on the verge of blowing up and I am just beginning to discover all that it has to offer. Chicago has a tremendous music and art scene. The comedy and improv scene is outstanding. The theatre scene is kicking ass. Advertising is next.”

Check out the links below for the rest of the Chicago special.