I’m going to be speaking at an upcoming American Advertising Federation event for college students about getting into the ad industry and it got me thinking: what does it really take to be successful in advertising?
Now I come from an Account/Planning background, so obviously Creatives may have a much different perspective. But I think some themes are universal for our business. Obviously, there are a lot of practical advice, like… do an internship, put together a killer portfolio, networking at industry functions. But let me take a step back and focus on fundamentals.
If you don’t unconditionally love this industry, simply don’t get into it. If it’s just a job to you, don’t bother. If you’re doing because you think you’ll go on fancy TV shoots or get applause and accolades for your amazing work, don’t bother. If you’re talented and intelligent, you could probably earn much more money doing something else. It’s only worth it, if you live and breathe it. Alex Bogusky used to ask potential hires, “if you weren’t doing advertising, what would you do?” In his mind, there was only one correct answer – “There wouldn’t be anything.” Personally, I don’t necessarily think you need to take it to that extreme. But it does convey the kind of commitment someone needs for the business.
Understand that regardless of what degree you have, how much experience you attain, and how many awards you earn, you can never stop learning. Ad people who plateau or decline do so because they just stop caring about learning new things. Every consistently successful professional in our industry, whether creative, account, media, etc., are constantly searching for new ways to tell a compelling story to consumers. They keep up with industry trends. They look into new technology and different mediums. Evolve or die.
No matter how much things change, it’s still about the fundamentals. Human nature (which is the foundation of all marketing) changes very slowly. Successful ad people don’t get swept up in the social network or app of the month. They understand that the principles of advertising and marketing remain the same. The advice of ‘mad men’ David Ogilvy and Bill Bernbach still hold true today’s media saturated world.
“Our job is to bring the dead facts to life.”
“Nobody counts the number of ads you run; they just remember the impression you make.”
“The consumer isn’t a moron. She is your wife.”
“Our business is infested with idiots who try to impress by using pretentious jargon.”
Staying on top of all the latest industry developments is essential. But they’re meaningless if you don’t understand the behavioral principles behind them.
Demonstrate (don’t just say) you know what you’re talking about. Start a blog. Be active on social media. Volunteer to help with the marketing for a non-profit. Build. Tinker. Dissect. Immerse. Show what you’ve done and what you’re capable of doing. That’s all that matters.
If this seems overboard, then get out now. The trials and tribulations of this industry aren’t worth it. But if you’re willing to take this journey, then this may be the business for you.