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Bites from the Big Apple

29th August 2012

After 18 months embracing a New York state of mind, Isobel Roberts is signing off as the US Editor and here she looks back at living the American dream in the name of shots and reporting on the US ad industry

In my year and a half in New York City I’ve survived an earthquake, celebrated my first Thanksgiving, and seen the Giants win the Super Bowl. But despite lapping up as many new experiences as I could in the last 18 months, by far the best have come from working within this industry. From running the gauntlet at the AICP show to braving my first SXSW in Austin, it’s the people I’ve met and the energy and enthusiasm I’ve witnessed along the way that has made my time here what it was.

Always a fan on this great city, back in 2010 when the opportunity came up to become shots’ first US Editor, there was no way I could pass on the chance to not only live in one of the world’s greatest cities but also cover one of the world’s most dynamic ad industries. And I’m happy to report that my experience in the US has not fallen below my high expectations – if anything it’s surpassed them.

Bouncing back from a tough recession that forced new thinking, in my travels across the US I’ve met some of the forerunners of the industry who are carving new ways of working. While there’s no ignoring the ton of uninventive advertising on the airwaves, the best of US work epitomises the future and potential of this industry. Crossing over into new spaces such as entertainment, art and technology, the best ideas are working their butts off to keep brands culturally relevant and to engage and inspire consumers.

Now after 18 months in the Big Apple and five years at shots, I’m going to be taking on a new challenge. I’m headed back to my hometown, London, to swap my salary for student discounts as I return to university to take a year out and get a Masters. Having fallen for this city big time, I leave New York with a heavy heart – and expanded waistline – but I’m excited for a new and different adventure. But best of all, it’s not a real goodbye. Back in the Big Smoke, I’ll be staying involved with this great industry as a contributing editor for shots.

And this is by no means the end of the road for shots in the US. We’ve received a great welcome here and taking over the reins as acting US editor will be Simon Wakelin. For many of you Simon will already be a familiar face, and he’s been toiling away as our West Coast correspondent for sometime now. He’ll be taking over duties for the US section of the magazine as well as keeping you up-to-date with a bi-weekly online column, and you can reach him on fastlens@mac.com.

Thanks again to everyone who has made my time here such a fantastic experience, please keep in touch and I hope to work with you again in the future.

Check out the links below for a round-up of US news and work from shots.net.