The role I would like would be one to do with planning. That's a very general statement, I know, but I haven't started my graduate job yet so I don't have the experience to pinpoint exactly the job role I want. I do, however, have enough experience to explain why I like planning.
Anyone remember this?
This is Lemmings, a very popular early 1990s computer game. You have different kinds of Lemmings for different purposes, for example digging, climbing and building stairs. At each level of the game, you have to get as many Lemmings as you can from the hatch they fell out of into the passageway that leads them to freedom. Of course there are obstacles along the way, in the example above all you have to do is get a digger to dig a whole and they'll all be safe. I'm quite certain this is Level One.
In this game, you always know where the Lemmings will appear from, what their roles are within their little society and you can be sure they will head straight out the door you choose for them when given the opportunity. Consumers are not Lemmings. Take the digger Lemming, we don't know how many children he has, whether or not he's into art or is an avid TopGear watcher. We don't even know for sure if he's male.
This is what I like, I like getting to grips with who people are and what roles they play in their lives at different times during the day. My favourite module in the first year was 'Understanding the Customer' because I was learning so much about the way people's minds work. I had absolutely no idea that advertising involved so much psychology, to think that I didn't know that three years ago seems a bit ridiculous to me now. However, my understanding is struggling to keep up with my fascination. I now know so much more about what goes into advertising and I think it needs to be done better.* I mean this in terms of more sophisticated and respectful targeting, and there is absolutely room for improvement. It's possible because the advertising industry is made up of such incredible, talented people.
Someone I know in the media business describes media planning as a craft. A combination of science and creativity. From this I took that a media planner is a bit like a creative scientist, which to me implies that you need extreme attention to detail and the ability to use your information in an unusual way. I would love to become an expert in this, and that's why I want to go into planning and play around with this plethora of information we have in order to find that little gem - insight. Whether I end up in media or creative planning, who knows?
As I've been writing this blog, I have been trying to get people to see the nicer side of advertising. How it always stems from society and culture, that it benefits the economy (£6 for every £1 spent) and what makes a good advertisement. I've tried to highlight that advertisers aren't a bunch of drunk, power hungry executives who want to make you feel fat but are actually a group of people desperate to understand why consumers do what they do. I maintain that consumers will always be more powerful than advertisers. And so, with my very limited experience, I will tell you what I think the advertising industry needs to do.
I have noticed that when a trend is spotted in the industry, everyone jumps on the bandwagon and hangs on for dear life. From the rise of digital to the current obsession with content and big data. I am in no way saying trends are irrelevant, they are essential for an agency or a client to remain profitable. My issue with trends is that people get too caught up in the them. Yes set them, follow them, learn about them, but don't become encapsulated by them. As these topics come and go or become best practice, we need to remember that brilliant advertising doesn't necessarily win awards, it simply generates a profit for the client, a large profit ideally.
Advertising which does not respect its target or give that person an opportunity to use their own beliefs, experiences and intelligence to process it will only annoy them. I think the industry is getting better at respecting consumers, particularly now we are in an Age of Dialogue and there is a lot more interaction between consumers and brands. I think it's important not to lose sight of the people we want to reach. We can basically find out everything about them but how much do we really need to know?
There's a lot of talk about media agencies eventually becoming obsolete. Because of this and the economic climate, I think some agencies aren't very selective about the clients they work with. Be picky about the clients you take on! Not only because you need the right relationship for the partnership to work, but because your work, whether it be in creative or media, will be judged by the public solely on the activities of the brand you work with. When the public is demanding honesty from brands, how can you deliver that in your advertising if the brand isn't truthful? It won't work. Above all, agencies are bursting with creativity, intelligence and insight, make sure you know your worth.
So what skills are needed in the industry...? Bravery, knowledge of the world around you, enthusiasm. The ability to use Excel and Powerpoint is key. You need numeracy skills, definitely. To be honest, I think if you are willing to work hard and have a real interest in advertising and people, then you're on to a good thing. These are skills I don't think will change. The advertising industry changes at such a rapid pace, so you need the ability to learn and adapt. Just like the best advertising is simple, the skills required to produce it don't change very much despite how it transforms over time. These skills I have mentioned will, I believe, serve this year's graduates well, as well as those who graduate in a few years. It worked for the Mad Men, although they didn't have the luxury of Excel and Powerpoint.
What do I need to get into the advertising industry? All of the above, determination, curiosity, and passion. What do I need to survive in it? I'll let you know.
*Copies of my dissertation available on request. ;-)
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