Candid Wisdom from Retiring Signal Theory VP, ECD Jon Kowing in 35 Questions
After 35 years at Signal Theory, vice president and executive creative director Jon Kowing could write a book. Instead, we asked him to mark his retirement by sharing his take on a range of topics Q&A style – with one question for each year at Signal Theory.
Before we dive in, there are a few things you should know about Jon Kowing. He started at Signal Theory as an associate art director in his second-ever full-time role and grew his career without asking for a promotion. Jon started before computers were a standard part of the creative process. He learned to use a Mac on the job and kept adapting as technology took over. Jon has witnessed tremendous change, yet he maintains that the fundamentals of good creative work remain constant: clear communication, managing time effectively and maintaining strong team and client relationships.
With that, let’s get Jon’s hot takes on 35 burning questions.
EVOLUTION & LEGACY
1. From Mad Men to Meta-verse: How has Signal Theory’s DNA evolved during your tenure and what’s still in our blood?
Weirdly, I’m not sure it has changed. There’s always been something at the core that has never gone away – even through different sets of leadership. Trust. Never once in my many years did I ever doubt that those leading the company have ever wanted anything but to treat their employees well and fairly while making wonderful things for its clients.
CREATIVE TRIUMPHS
2. Drop the modesty – what’s the campaign that still makes you think, “Damn, we nailed that”?
Two things come to mind. The “Fight Nasty” campaign for Baytril Otic. The message and the visuals were a perfectly compelling match for the product. And “A Different Kind of Crown” spot for John Deere. A meaningful story so well told.
INSPIRATION
3. Beyond the award annuals, where did you find your creative rocket fuel?
Back when more designers were out and about giving presentations at local AIGA chapters and ad clubs, hearing them speak and talk about their experiences and their work was, more often than not, inspiring. That, and pouring over the latest issue of Communication Arts magazine.
CAREER SNAPSHOT
4. Your career in one word. Go.
Next!
“Next!” for both me and Signal Theory and its people.
SOCIAL MEDIA
5. Confess: Which Instagram accounts are you secretly obsessed with?
I do my damndest to make sure there’s nothing that I’m following that does not bring me joy. There are a bunch of artists and museums and publications that I follow. Too many to list. That being said, here are a few other things:
@UnionHillGardenTour (IYKYK)
SATISFACTION INDEX
6. 35 years of deadlines, pitches and pixels – what made it all worth it?
Three things. 1.) Making things. Collaborating and creating something together that none of us could have done on our own. 2.) The constantly shifting set of clients, projects and colleagues. It was always changing. It never got dull. 3.) Meeting and knowing some of the most wonderful people I could ever imagine. People that got me. That pushed me. That made me laugh.
ARTISTIC SOUL
7. You’re a notorious art junkie. Which artist or museum still gives you creative goosebumps?
The museums I haven’t visited yet. The artists I haven’t learned about yet.
WISDOM BOMB
8. What’s the career advice you had to learn the hard way?
That change is inevitable.
TEAM PROPS
9. Name a colleague who makes you think, “I wish I’d thought of that” – and why?
Ha! You’re not going to trick me into singling out any one person.
WAR STORIES
10. What’s the most outrageous advertising moment that would never fly today?
What happens on photo shoots, stays on photo shoots. (That is, unless you buy me a drink, then I’ll tell you everything.)
PARTY SCENE
11. The agency’s legendary parties – what’s the story that sticks with you (that we can print)?
The one when the police were called.
OPTION: SHIFTING TECHNOLOGY
12. From typewriters to TikTok, from QuarkXpress to AI: How has changing technology affected the work at Signal Theory?
Change will always be in the air. It forces you to learn, adapt and grow. But what doesn’t change is the desired end result – what we’ve all been striving to do and create since advertising began. That hasn’t changed. Changes in technology only affect how you get there and how fast. You might think that TikTok or an immersive interactive experience is totally different from what’s been done in the past. And I’d say that, within our changing cultural and technological experiences, what we try to create today is really no different than when we were simply creating billboards, brochures and print ads.
LEADERSHIP TALES
13. Your best Ali and JJ story that captures their essence as leaders?
There’s no specific story. But I have always loved it when they’re together, when things are going well and just watching and listening to them tell stories about each other and enjoying how much they make each other laugh.
ROOKIE ADVICE
14. What truth bomb would you drop on a Signal Theory newbie on day one?
A job title should not be how you measure your success.
MEETING MEMORIES
15. Most unforgettable client meeting – The one that made a difference.
Pitching the SONIC business at their headquarters.
ADVICE
16. What’s the best advice you ever got?
Make a choice and follow through with it. If it’s wrong, deal with it. At least you made a decision. Others will probably second-guess you, but that’s to be expected. Just move forward. This is almost verbatim lifted from the 1987 musical “Sunday in the Park With George” by Stephen Sondheim – an imagined account of the post-impressionist artist Georges Seurat. It’s the greatest statement on what it can mean to be a creative person. A deeply beautiful, entertaining, perfectly constructed and moving piece of theater. I recommend it to any creative person.
DO-OVERS
17. If you had a creative time machine, which project would you remix and how?
80% of them. 3.5% were perfect. The other 16.5% wouldn’t be worth the effort.
CAREER TRILOGY
18. Your Signal Theory journey: Three words, no holding back.
Rollercoaster. Thrills. Done.
TREND TALK
19. Best and worst creative trends you’ve witnessed: What made you cheer or cringe?
Social content memes are the worst. At most, they’re tiny dust mites building a vibe/tone. At worst, they’re noninclusive, tedious indulgences with a disregard for talent and craft.
Best trend? Not following one.
GOLDEN ERA
20. Which advertising era still makes your creative heart race?
The Pushpin Design era of the 60s and 70s.
BRAND CRUSH
21. What brand consistently makes you think, “I wish we’d done that”? OR What brand do you admire and why?
I could go with Apple or Nike. Or the old Absolut Vodka ads. But if I have to pick just one, I’d say Old Spice. I think they’re now past their peak, but it’s hard to imagine anything as wildly unexpected and hilarious as “The Man Your Man Could Smell Like” campaign.
CAREER SOUNDTRACK
22. If your career was a playlist, what tracks would make the cut?
Love Shack by the B-52’s
Bohemian Rhapsody by Queen (I didn’t kill anyone, but the operatic angst is about right for many situations.)
Cigarettes and Chocolate Milk (Rufus Wainwright) (I don’t smoke, but the contradictory feels true.)
Flight of the Bumblebee by Rimsky-Korsakov
Any Mahler symphony (Mahler said, “A symphony must be like the world. It must contain everything.” My career has contained just about everything.)
SURPRISE SKILLS
23. What unexpected skill did agency life force you to master?
Spreadsheets. I never imagined I’d end up spending so much time building and managing various spreadsheets. And most surprising of all: I don’t hate them!
CREATIVE QUIRKS
24. What bugged you most as a creative director?
Typos. That, and when candidates don’t put their names on all the pages in their portfolios.
LEADERSHIP LOVE
25. What aspect of creative leadership still gives you a buzz?
I love seeing people solve things in ways I could never imagine. A surprisingly great creative solution brings me such joy.
ESSENTIAL TOOLKIT
26. The one superpower every creative director needs – what is it?
A very thick skin. I wish I had one. Actually, every creative needs a decent deflector shield.
DREAM CLIENT
27. The one brand you wish you could’ve gotten your hands on?
There isn’t one. You get the clients you get for any number of reasons. Likewise, you don’t get other clients for just as many different reasons. There’s no point in wasting time or energy musing over things that don’t happen.
INSPIRATION ICONS
28. Who’s the creative genius who still makes you say “wow”?
Film composer John Williams. If you want someone in advertising: Lee Clow.
DECOMPRESSION
29. After a day of deadlines, what’s your go-to sanity-saver?
A solid half hour sitcom. Arrested Development. The Office. Everyone Loves Raymond. What We Do in the Shadows. And annoying your husband by obsessively rewinding to catch every offhand bit of dialogue you don’t quite hear.
WANDERLUST
30. Post-retirement destination that’s calling your name?
A disorderly home office, attic and basement. So exotic, huh?
BUCKET LIST
31. What’s still on your “gotta do this” list?
See previous question. That, plus maybe the Turner Classic Movies Film Festival.
INDUSTRY EVOLUTION
32. From print to programmatic: What’s the biggest plot twist you’ve seen in advertising?
What’s programmatic?
COLLECTOR’S CORNER
33. Of all your collections, which one speaks loudest about who you are?
Perhaps my music collection. I’m a firm believer in tangible artifacts. I have a ridiculous number of LPs and CDs. They’re souvenirs of my ongoing search for music and musical stories that deeply touch me. I love a good story. And there’s nothing like music to take a story and elevate it to a higher plane that goes beyond language.
PARTING SHOT
34. Your mic-drop moment: What’s your final message to the Signal Theory crew?
Keep your damn folders organized.
LEGACY
35. When the agency tells stories about Jon Kowing years from now, what do you hope they’ll say?
Does anyone know where that “How to Use Templates” video is?
