BRONZE SEEKS SILVER by Mat Zucker

Mat Zucker has had a remarkable advertising career as a copywriter and creative director.

Unlike most creatives, he placed himself at the forefront of new technology by leaning into assignments many creatives leaned away from.

One could argue he came into advertising at the perfect time to leverage new platforms. But that said, I’ve seen too many people squander the opportunity to learn how to solve in new media.

For every creative who aspires to work on Nike at W+K, there is also the opposite type of creative. The individual who wants to innovate and problem-solve in areas that have not already been well-traveled. 

Mat is that guy. 

He worked on web sites before the rules were forged, and best practices dictated every pixel. Mat and his colleagues did remarkable things that helped define what is possible.

The other part of this book that I particularly enjoyed is the frank honesty and the heartfelt acknowledgments that Mat makes along the way. Mat is not perfect (who is?) and readily admits as much through the pages of his book. He acknowledges weaknesses which makes him all the more relatable to anyone who is forging a career. 

And that may just be one of his greatest strengths. He keeps it real.

If you’ve chosen advertising as a profession, Bronze Seeks Silver will help you see how to recognize opportunities, obstacles, and get a sense of the ups and downs that are inevitable over the course of a career. 

It can also show the value of running towards fires, rather than away from them.

Well done, Mat.