Alumni Spotlight - Mike Heid

Can you tell us about your background and where you are from?

I’m from Erie, a post-industrial western Pennsylvania city nestled on the banks of Lake Erie. Sounds delightful, doesn’t it? It is and the chicken wings are fantastic. Being from Pennsylvania from a Penn State family that rooted for Penn State football every Fall Saturday for as long as I can remember, going to Penn State was a forgone conclusion (even if I did flirt with the idea of going to Syracuse).

After living in the same house for the first 18 years of my life, I’ve since lived in six cities in the past 13 years: State College, New York, Washington DC, Austin, New York (again), New Orleans, Boston, New Orleans (again). The key to moving…never buy anything in the first place.

What brought you to The University of Texas at Austin for graduate school?

On one of my final days of my undergrad internship at Deutsch NY I showed my work to a copywriter there. After taking a quick look through my “book” he very kindly said I should consider going to a portfolio school. I began applying the next week and ended up choosing Texas because I really wanted a graduate degree to go with my portfolio.

I wish I could remember that guy’s name so I could thank him for the reality check that I so desperately needed.

What about the field of advertising attracted you?

Jack Palance. For some reason I loved his Skin Bracer ads from the early 90’s where he slaps on some after shave and in his patented breathy cadence delivers the line, “Confidence is very sexy, don’t you think?” It is, Jack. It is.

Also, my cousin was a copywriter (now a creative director in Atlanta). I always thought what he did sounded fun. When I got to Penn State I pursued advertising and haven’t looked back.

Going through the Texas Creative program, what is the most important tactic, tool, or way of thinking that you learned?

Don’t come up with ads. Come up with ideas. Big ones. I still fall into the trap of coming up with an “ad” at times, but learning to think conceptually had to be the single most valuable thing I learned at Texas.

What was the best thing about being a student at the University of Texas? About living in Austin?

In no particular order…Deborah Morrison, Glenn Griffin, Sean Thompson, Isabella Cunningham, Terry Sawyer, Lisa Moseley, Matt Zaifert, Missy Battle, Angie Rodella, Spencer Whelan, Mason Yost, Paul DeGrote, Rex McCubbin, Kristi Flango, Keith Napoleon, Eric Napoleon, Julia d’Hemecourt, Matt Barber, Mary Williams, Aimee Willis, Cristin Burton, Laura Lebel, Christina Smith, Briana Brukhardt, Jodi Smith, et al. For me…it was all about the people I met that made Texas special. I wouldn’t be where I am without them.

As far as living in Austin, I knew nothing about the city before I signed up to go to Texas. I figured it was dust storms and tumbling tumbleweed. Imagine my surprise when I found out there was this oasis of music, barbeque, roller derbies, chicken bingo, rolling hills and…did I mention barbeque?

What was your first job after graduation?

My first job out of school was the same as my current job: Peter Mayer Advertising in New Orleans. I started six months after Hurricane Katrina. There was such an inspiring sense of community and collective purpose that made me fall in love with the city and people. Though I spent two very productive years in Boston at Hill Holliday, I couldn’t resist coming back to New Orleans.

What’s your favorite campaign/brand that you’ve worked on or been a part of?

At Hill Holliday I worked on a campaign for Dunkin’ Donuts to launch their Captain America Coolatta. As with any project, nothing goes smoothly. It was a lot of work and a lot of fun. Can’t ask for much more.

Have a favorite quote? Anything inspiring to pass on to current creatives?

“That’s a radio spot.” From one of my creative directors. He was not being complimentary.

Can you give a tip or two for those students graduating on getting a job?

Stay in touch with your UT classmates. They’re your best source for getting a job in the future. There is too much competition for jobs in advertising. You need someone in your corner telling their boss that they’d be stupid not to hire you.

Oh yeah…Play nice. Work hard. Have fun. The rest will work itself out.