McCanners of New York: Matthew Friedland

Welcome to 'McCanners of New York', a series that delves into the lives of the talent behind McCann New York's greatest work. Featuring employees across departments and various roles, this series is an exploration of their personal stories, side-hustles, passions and the projects they cherish.

'McCanners of New York' offers a glimpse into the lives of these talented advertisers, showcasing both their professional and personal journeys.

In this edition, we’re getting to know Matthew Friedland, account supervisor.

Q> Why did you decide to pursue a career in Advertising?

Matthew> I came across the industry through great mentors. Specifically, one of my former college professors, as well as an older cousin. As I learned more, I was drawn to the fact that account has exposure to strategic, creative, and production processes for brands.

Q> Outside of work, do you have any personal interests or hobbies that you're particularly passionate about? Has this hobby/passion influenced your work in advertising at all?

Matthew> Since covid hit, one of my interests outside of work has been running. I am currently training for the 2024 NYC Marathon, which is coming up on November 3rd. I am running in support of the Hunger Free America organisation, to help reduce food insecurity across the country. Here is a link to my fundraising page for these interested in supporting the cause.

I see a lot of parallels between running and professional development. Both require endurance, focus, and the ability to adjust on the fly. Training is time-consuming and as a result, I’m running out of new music, so for those with EDM / classic rock rec’s, I am all ears.

Q> Can you share a project or campaign you've worked on that you're particularly proud of?

Matthew> The most-recent campaign I’ve been working on at McCann for the New York Lottery has been exciting. It’s focused on the New York Lottery’s mission of ticket proceeds benefiting New York Public Schools.

The final spot came out beautifully and is airing this week. It’s been a thrill to work with some of the best in the business along the way.

Q> What advice would you give to someone aspiring to pursue a career in advertising, especially at a large agency like McCann?

Matthew> Reach out to a wide range of people across different departments to learn who does what. Keep things casual and make it easy for people to help by doing your homework. Study how your prospective mentors bring their personality and energy to work, day-in and day-out.

Ask yourself what interests you, as well as what you’re naturally good at, that others may struggle with.

Overcommunicate, make a mental map of how information flows, record and document over email, decks, and docs. Avoid using teams for key inflection points or decision-making stages of the process.

Get a deliverable as far as you can and get comfortable asking for input or help. If time permits, gather information / context from partners before ideating and proposing solutions.

Q> What is your favourite area in NYC and why?

Matthew> The west-side highway, McCarren, and Central Park. Honourable mention Strawberry Fields, especially this time of year, to catch a few Beatles songs and people-watch. 

Q> If you could recommend one hidden gem in NYC that not many people know about, what would it be?

Matthew> Near our office, I recently discovered Tonchin, which is a Michelin-star restaurant that serves $21 Ramen. Great value!