Some practical advice...

Borrowed from here. Usual rules apply. 

I thought that it might be a good idea to talk a little bit about something most graduate schemes (and indeed, the industry) seem to neglect. The practical side.

For those of you who don’t live in the South East of the country, getting into Advertising - (or, at the very least, getting some work experience so you can make your mind up) seems doubly tricky; because a) You don’t know anyone in London or have anyone you can stay with and b) Most of the graduate schemes or work experience programmes are closed/you’ve not heard anything back from those few emails you sent to a general email address most agencies offer.

Before I go on, I do know there are agencies outside of London. Of course. There are many fine agencies in Manchester or Birmingham.  But, given that the bulk of agencies are in London (and London is what I have experience of, as a West Midlander who wanted to work in London), that’s what this blog post will concern itself with. The same, general rules apply for any big city, I think - whether it’s within Blighty or the US.

Right. There are two flavours of practical advice you need to concern yourself with, which I’ll outline below:

1) Proving that you know about/want a career in Advertising

Over the past six odd years, I have met a lot of people who have seemingly done everything right - they have a good degree, have already made in-roads into meeting people in Advertising and may even run their University or College’s Marketing/Advertising student club.

Despite this, they haven’t been able to get in. I’m afraid (and I had to learn this the hard way) that there’s a gap between being academically adept and getting into the industry. This puts a lot of bright people off, chiefly because they’ve been used to getting good marks and simply progressing. ‘Getting in’ is not an empirical thing. There isn’t a magic route. Some people are simply fortunate by getting in via their first interview. Others, like me, have had to have a year or so getting work experience, living at home and saving money before they finally succeeded.

That said (and I don’t wish to hector or belabour the point), there are definitely short cuts you can use.

I did several things to prove that I knew about and really wanted a career in Advertising. I blogged, showcased my situation and my thinking and tried to connect, via twitter, with a wider number of Ad-folk. There wasn’t one magic, ‘eureka’ moment. It all worked together to help me get into the business.

Whilst, I know, more people blog than ever nowadays (at the time, in 2005/6, ad blogs were fairly new, much less a wannabe, graduate blog), not enough grads use Slideshare to showcase their thinking/situation. Consider using it - it’ll help provide an introduction to those potential agency employers when sending those initial emails to agencies.

If you can, email a named person, not just a generic email address. A real person has responsibility. A 'wanttowork' email has very little obligation to get back in touch with you.

2) Getting to, and living in London.

This, for most, will prove to be the biggest stumbling block. You don’t need me to tell you that London is bloody expensive, and if you don’t have family members/friends living here, it seems like a right bloody faff.

It needn’t be. There are ways and means for getting down to the Big Smoke and having somewhere to live. For starters, unless you’re loaded, don’t consider a short term let. The chances are, you’ll need to be in London for a week to about six weeks, depending on what you’ve been able to get (work experience, or a summer school programme; or even just a day of graduate interviews).

Instead, consider youth hostels. Yes, I know. YOUTH HOSTELS?! If you went travelling, you probably last encountered them somewhere halfway round the world, or somewhere to be put up on a school trip. Suffice to say, neither memory is likely to be wholly positive.

I’m pleased to say that the YHA is a brilliant option. I stayed in one when I had work experience at Fallon, DLKW and Saatchi & Saatchi. Don’t get me wrong, it’s not exactly the Ritz, but it’s good value for money and gives you breakfast, which is the important thing.

Yes, London is costly, but if you’re savvy (the Taste Card is a good shout for evening meals) and stay in the right sort of accommodation, it is affordable, no matter who you are. And, personally, it helped spur me on to do my best at my work experience to try and turn it into a full time position.

I hope that little lot helps, all.

Guest Post: 'Getting In & Knowing Stuff'

This could be you...

Hi all.

As part of the start of a new influx of AdGrads writers, below is an account about how to prepare for interviews by Jen Meyerson Dubbin. Take it away, Jen:

“They aren’t going to expect us to know stuff, right?”

by Jen Meyerson Dubbin

Your blood is pumping. You are hopefully not sweating through your suit. You nervously tap your foot against your leg while sitting on a modern chair that was clearly chosen for design instead of comfort. After having applied to every grad scheme and junior position under the sun, you have landed an interview.

You’re an ad grad who knows their stuff. Your lecturers and professors have prepared you. You brought your portfolio of your previous work to show, and yesterday you reviewed pertinent materials from your lectures to refresh yourself.

You start talking to and sizing up the competition whilst you all wait for a chance to break into Adland. There's someone with a BSc in Biology from Edinburgh, BA in Medieval History from Cambridge, BA in English from Sheffield, and then there's you; an ad grad. When the group finds out you are an ad grad the whole dynamic changes to you versus everyone else. The guy from Cambridge anxiously asks, “They aren’t going to expect us to know stuff, right?” While the girl from Edinburgh reassures him by saying, “They know we aren’t ad people.”

This should be obvious, but make sure you prepare for your interview. When I went on interviews, I was surprised at the number of people who didn’t seem to think they needed to do anything to prepare. Yes, ad agencies do expect you to know about advertising. You aren’t being hired as an account manager or planner for your ability to make a decent cuppa - especially in this economy. There is nothing wrong with never having taken an advertising course, but that’s not a valid excuse to not know about advertising. You wouldn’t expect a lorry driver not to know how to operate a vehicle. No-one expects you to know everything and it's okay to be wrong. However, it’s essential to have an opinion - make sure you're more knowledgeable than a general consumer. 

There are several things you can do to prepare for an advertising interview. It might take a bit of work to get there, but knowledge is empowering and a confidence booster too. Obviously, I can’t cover everything in this post - those who've gotten in, please feel free to post additional recommendations in the comment section.

Knowing how an advertising concept works and having knowledge of a little bit of history is essential; especially if there is a team task involved in the interview process. Sometimes you will be lucky by being informed before the interview the type of task you will be given. Use that information to focus your preparation - for instance, I was in a team where one of members was trying to explain to the team that the target market should be as broad as possible when it should actually be narrow and specific to be optimally targeted. He obviously didn’t do his prep work and it hurt the team. In these situations, you don’t want to be the weak link in your group.

What's more, you should try to find out what the person in the position you are applying for does. There are a lot of websites and blogs that should have the information available (Linkedin, for example). If you can’t find anything, note that some agencies do have quirky job titles, so be sure to ask in the interview. Use what you learned to sell yourself by connecting your skills and experience to the position - most things you've done can be related to advertising in some way - you've just got to know what the job entails.

When it comes to research, look at the agency you are applying to online. You can learn about their agency culture, clients, current & past work, people, and history. You can also find information in trade publications and websites such as (e.g., IPA, Brand Republic).

Learn about other agencies. Agencies are brands with communication products just like Coca-Cola is a brand with soft drink products. Other agencies are the competitors of the agency you are applying for. You don’t need to do SWOT analyses for each, but basics like what they offer, who their current & past clients are, current & past work, and agency culture should have you well covered. In the end, you should be able to talk about what differentiates Agency A from Agency B.

Finally, when I set off in advertising school I thought Planners & Account Managers went to college and Creatives went to portfolio school, but the ad world isn’t like that. There are no extra points for having a communications and business background. No specific mold of what makes an ad person exists. 

Advertising is incredibly diverse. Some people have degrees while others don’t. Those who do have degrees come from a variety of disciplines. Regardless of their discipline, ad people are willing to put in the work to stay current and knowledgeable because they genuinely like what they do.

Junior Planning 101..

Books you should know about/have read. Picture via Russell. Usual rules apply.

Inspired by Adland Suit's two posts for Junior Account handlers (as well as some advice for finding your way), I thought I should write a little missive for grad planners, or planners who've only just started. (Yes, the APSOTW is also bloody useful for this, so go read that too).

I'll preface this all by saying i'm really, still, a baby planner myself (just over 2 years of being a planner), so i'm still learning some of these - and feel free to chip in if there's something i've missed/can add to another post.

Anyway, on with the post.

1) You're bright; you aren't useful yet. A lot of planners will be incredibly bright chaps and chappesses who like the thinking behind brands and much more - how the mind works, the social impact of the decline of the Norwegian leather industry in 1980, anime and so on - but that's not immediately useful. All that said; you're still basically an interested student. You don't really have knowledge of client relationships, of business or even of how to talk to different 'types' of creative. So don't waltz in and expect to have it handed to you - it's extremely unlikely you'll have creatives coming up to you and listening to you from the off. You may have a first from your University and have been academic hot shit; that doesn't mean anything in the real world.

2) Data's one of your weapons. No-one else in the agency will know the penetration of yellow fats in lower income households. You must suck up this sort of data - it's vital business information, and it means, effectively, you can participate in conversations with the client, with creatives, and with account management. Without it, you've got the square root of fuck all - senior planners can go with their gut because they've done it before. You can't.

3) Smugness will not be tolerated. You are a planner, and that means you have to get on with people. By all means be a grumpy fucker now and then (sometimes it's a useful tactic when trying to get your thinking heard), but if you are perceived as smug, you've entirely destroyed your value. Think about it. If you're smug (though the agency and client may believe you know what you're talking about) you won't be perceived as empathetic, and it's a killer. Planners have to understand their audience; they can never truly 'know' what punters are going to do next. You can have a damned good understanding, but if you get into a routine where you think you know the audience better than themselves, you're kidding everyone, and the work and your relationships will reflect that. You're in a privileged position, being paid to think - don't abuse it.

4) Don't be too quiet. It's oh so easy to retreat into an ivory tower of thinking, just because that's what you used to do when writing about Milton's England or convalent bonding. This is advertising; it is not a place for the timid. You're being employed for your opinions, so speak up. Also, you're (again) in a damn privileged position to be able to talk to more senior suits and clients than your junior account handler counterpart; so you have to be able to bring your thoughts to the table. Obviously, don't be too loud and opinionated, as everyone will hate you - but for God's sake, don't be the bright quiet (and ultimately useless) one.

5) Work on your ability to think laterally. By this, I don't mean reading and regurgitating planning books (though reading several of them is a good idea). I refer instead to reading, as my old boss says, 'weird shit'. Read/watch stuff which opens your mind. You'll never know when that quote from Howard's End can be used to help reposition your automotive brief, or what a tea brand can learn from Grandaddy. Spouting things about a 'purpose idea' or a 'lighthouse identity' is old news. You should know it, but don't be over reliant on it. Lots of baby planners talk about the same old shit. How's that going to create interesting communication, or good propositions?

6) Job title is unimportant. I was told by Charles and Richard a while ago, that there's no such thing as a junior planner. You either are one or you're not. Took me a while to realise, but I think it relates to point 4 - senior and junior planners alike are paid for their informed opinions. This also relates to whatever prefix comes before 'planner'. Digital, comms, integrated, account - planners should be able to think in every discipline. After all, it's ideas and strategies you are dealing with - would that TV spot be able to work in digital? Why not? Could it be shared? Again, don't become a discipline snob, or assume that because you've specialised, you know best. Absolute nonsense, that.

7) Account management are your friends. These guys go through hell and back to keep the show on the road, so you should show them the utmost respect. All you do is think. Who's got the easier job? Don't be surprised if your account team don't know x or y about a brand or market - often, they are problem solvers, and often don't have time to stop and consider certain issues like you do. They aren't stupid, or 'unstrategic'. Just because you're the planner on the business doesn't mean you automatically know best. Account handlers are just as bright as you - but focused on other areas. Also, whilst your job is increase knowledge on the account now and then you'll find yourself doing some basic account handling. It may not be what you signed up for, but maintaining the client relationship is paramount, and if you are sometimes involved in writing a cheeky contact report or leading the relationship on one project, it should accepted without a grumble.

8) More Powerpoint doesn't mean better thinking. If account handlers have contact reports as their personal hell, then for planners, it's got to be the endless competitive reviews, especially when you're starting out. You'll note that some clients seem to think the longer the presentation, the better it is. Well, let me tell you that no-one learned anything from the 150+ slide presentation which was presented last time. Far far better to keep it to 30 slides of well thought out thinking than bombarding with endless ads and miscellaneous thinking. Plus, as Jon Steel put it in the Perfect Pitch, no-one speaks like Powerpoint; so why present most thinking on it? Far better, more often than not, to chat to your client about things.

9) Information is fine, but filtration is best. You've been employed because they think you can deal with all different types of data - from quotes to sales statistics. What you need to do is synthesise the data into something your client and all the agency folk you deal with can understand. This is a large, large part of your role, and one where it pays to talk to senior planners about what they'd ignore and what they'd use. It's all too easy to get bogged down in data; the crappest planners offer too much in the hope they're doing the right thing.

10) Find a mentor. As mentioned in other points, you don't know jack at this stage. But, assuming you know what you don't know, you should realise planning is a bit of a beast to try and learn all by yourself. Perhaps you have been lucky enough to find someone at your new/current agency who can show you the ropes and advise you (because, God knows - whether junior or senior, all planners need advice now and then). Or perhaps you haven't. If you haven't, go and find one! Read planning blogs (like Northern Planner's excellent series of planning tips) and exchange emails - go to APG events, meet other planners. The APG's introduction to planning is terrific to teach, and to help you meet your peers. You'll find people who inspire you, and people who can mentor you; they'll go on helping you throughout your career.

Phew. There are a few tips for you guys. Any other folk who have other suggestions, stick 'em in the comments.

The Gatekeeper to agency experience..

They give with one hand...and can sort you out. Photo via benaspenod, usual rules apply.

Hello there. In between bouts of turkey, drinking, presents and sitting, I've had a few notes about that mythical beast, work experience.

If you've not been one of the lucky ones who've gotten in through the grad scheme milkround, perhaps it's the right time to start to think about a spot of time in an agency. It may not be paid, it may not be the most exciting job in the world, but it's vital in order to beef up your cv and prove that you really want to be here.

Personally, I found it invaluable, doing a few bouts of work experience (though don't go mad with it - you don't want to look like a bridesmaid and never a bride). Certainly helped me decide what job I thought i'd be best suited for (though work experience did sort of seem to be either superb fun, and somewhat unreal, or work the account execs couldn't be buggered to do themselves).

It's also good, because it teaches you about what sort of agency environment you'd like to be involved with - are you a big agency person, or a small one? Do you value a place which places great emphasis on creativity, but is a bit of a sweatshop? What do you thrive on?

Annnnyway...those are some of its benefits. But how'd you get it?

The simple answer is - it's not easy, but it can be done. There has been some chat about nepotism, but let me assure you - though it may exist, it can be overcome through persistence. I used to rant and rave about it too, but hell, it's just another barrier, and one which exists in pretty much every industry. Grit your teeth and get on with it; i'd suggest doing the following:

1) Blanket email - but with a caveat. Write a couple of short paragraphs about yourself and why you think you'd be suitable for some work experience. Try to be original, but short. HR people don't have all day to read these things, and they get enough of them.

2) Ring. Ring at the right time. Anyone can pick up the phone to an agency. 's not hard...christ, embattled account execs have to deal with a large variety of mad requests from clients. But HR people aren't used to such weird requests ("Can you make the colour a little bit more...sympathetic?). So, pick your moments. Just after you've sent your email, phone the agency, ask to speak to the head of HR (or someone similar - if you've done your homework, you should have a reasonable idea of whom it is) and say you've sent a note through.

Be warned though, phone during the day, rather than early morning or late in the working day, and you'll get a short shrift. HR folk don't have time during the day to deal with you. If you are the first email to get their attention, you'll do ok. And they'll be more likely to bear you in mind.

3) Do something different. This being advertising, people often try 'creative' ways to get in. One of the best i've ever heard about was an ad being placed by the agency with a pair of shoes, and the line "Think you could walk a mile in these shoes?", recruiting for agency staffers. Well, the chap in question found a life sized dummy, the pair of shoes, and wrote his CV on the side of the dummy, with the line "I think i've filled them", and posted the lot. Needless to say, he got in.

In recent years, i've seen people post cake or try to scare W&K, and some have been successful. Others, less so - but it gets your name in front of people, and means they remember you. Heck, even our own Sammy and Anton both got on in the industry by doing it.

Obviously, it's best if there is a point, and it's not just 'wacky' for the sake of it. The Saatchi examples worked well because there was a reason.

4) Above all - be charming. HR people (or even the account execs/managers/planners involved with recruitment) are few. They have other responsibilities to be getting on with than catering for you at this point. An agency isn't Deloitte, with a whole department dedicated to getting the best from you. So be patient, and be nice. As my mum is fond of saying - 'Manners cost nothing'.

And they really don't. The HR person who says yes to you has tremendous power, and even if you get in and on, and are rude to them, they'll do for you. Hell, same applies for receptionists, security guards and postroom folk. They make the agency tick, and you'd do well to remember that, you fortunate bugger.

Obviously, if you are nice, more chance of getting in and on, and you'll be remembered even if you aren't successful.

That's your lot. To those still doubting the point of work experience, if you've had a few unstructured ones, well - just let me put it this way...I got 1 grad interview straight out of university. A year later, with 3 pieces of work experience under my belt, I got to all (barring one) of them.