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On My Radar: Robyn Tenenbaum
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Robyn Tenenbaum, Creative Director at Butler Shine Stern & Partners in Sausalito, gets inspired by Reese's empty wrapper ad, explains how she has come back to the Twitter fold, and has a lot of time for Nora Ephron.
What the most creative advertising idea you’ve seen recently?
The Reese’s billboard that featured an empty Reese’s cup that was inspired by Lebron James’ Instagram post where he made fun of his own thinning hair and how his head looked like an empty Reese’s wrapper. I thought it was so clever and simple. I just know some creative team probably threw it out as a joke, but then they actually did it. A little jealous of that.
What website(s) do you use most regularly?
I always have a thesaurus.com open tab. I think this is a normal 'writer thing'. Also, Twitter for simultaneous distraction, procrastination and inspiration.
What’s the most recent piece of tech that you’ve bought?
I’m pretty low-maintenance when it comes to tech, but I bought an Apple Watch as a birthday gift to myself and I hate how much I love it. I’m super-competitive when it comes to fitness and obsess about closing my rings.
What product could you not live without?
Three-way tie: Topo Chico, Oatly Oat Milk, and my Peloton.
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What’s the best film you’ve seen over the last year?
Some Kind of Heaven, directed by Lance Oppenheim.
What film do you think everyone should have seen?
Obviously, the correct answer is You’ve Got Mail starring Young Tom Hanks and Young Meg Ryan. The writing. The acting. The dialogue. The soundtrack. The feels. The Norah Ephron.
What’s your preferred social media platform?
Most days, Twitter. Some nights, TikTok. But, overall, I prefer Twitter. I reactivated my account in the summer of 2020 when I was having election angst (hadn’t tweeted since 2013 before that) and basically just trolled bad politicians to make myself feel better.
Then I realized that probably wasn’t totally healthy and discovered ad Twitter – an entire community of creative, agency and industry people who had been connecting on the 'bird app' this whole time! Since then, I weaselled my way in and have met so many cool people from all over the country. We talk about advertising stuff. And not advertising stuff. We talk about mowing lawns. We talk about Nora Ephron. I mostly talk about Chipotle. We’re internet friends. But also friend-friends.
What’s your favourite TV show?
The Great British Baking Show. Why? Paul Hollywood [above left].
What’s your favourite podcast?
I’m a die-hard Pod Save America listener. Like, I plan long walks on Mondays and Thursdays when new episodes come out. I was never particularly political, but leading up to the 2020 election, and in the thick of quarantine anxiety, those guys kept me sane. Speaking of sane, in my head, Jon, Jon, Dan, Tommy and I are all the best of friends.
What show/exhibition has most inspired you recently?
Bo Burnham’s Netflix thing [Bo Burnham Inside] was pretty cool. 10/10 for creativity. Does that count?
What’s the most significant change you’ve witnessed in the industry since you started working in it?
When I first came into the industry it was still a time where the mentality was grind, grind, grind. I mean, I lived it. I slept on the couch in my office more times than I’d like to remember. But now, I’m starting to see this pushback on the grind culture. People are valuing their health, mental health and overall happiness like never before, and voicing it. I really do feel tides shifting. Things are slowing down as people keep speaking up.
If there was one thing you could change about the advertising industry, what would it be?
How much we love to pat ourselves on the back. How hard it is to break in to the industry. Egos. Women in leadership. Diversity. And the remaining Boy’s Clubs. There’s still some work to be done.
Who or what has most influenced your career?
Being 'brought up' by really strong female mentors. I was really lucky. Anne Goetz gave me my first job; she took a shot on me and I’ll never forget that. Alana Beseau and Emily Zaborniak taught me how to write. Write scripts. Write ideas. Literally how to write a check (I was 22). Mick Champayne was someone I got to look up to: poised, talented, natural leadership ability.
Over the years, the three of them helped me navigate new jobs and new titles and new cities and even new tax brackets. A lot of women don’t have that support. And then there’s Quinn Katherman, who probably helped shape me the most, and is now stuck with me as my forever mentor. She taught me how to think. How to craft. How to stand up for myself. How to present a script. How to be a female who can write comedy better than any dude. And now I’ll work the rest of my career trying to be as half as good as she is. I hope I can be to someone what these women were to me.
Tell us one thing about yourself that most people won’t know.
I’m incredibly introverted. A lot of people would be really surprised by that. I can be loud and laugh a lot and overly chatty and put on the charm and be a good fake extrovert when I need to be, but I so deeply need my own time and space to feel my best, sans people or crowds or parties.
