Starting Your Career in Advertising in the Age of Creative Consultancies? Advice for Wannabe Strategist & Account Planners
Recruiting new strategic minds to advertising has been on my mind this month. Our world is more complicated and multifaceted than ever before, likewise our advertising industry. What was once one of the most fulfilling and glamorous of career paths has become a fragile environment where agencies are doing more work than ever before.
Agencies continue to hang on to the notion that clients want big creative campaign ideas, but what clients really want is business results driven by creativity. Creativity still matters, but it must be anchored in articulating the business ROI.
To survive into the future, agencies must recruit and train new talent who are eager to solve problems that help clients drive business outcomes. People who are desirous consumers of popular culture and driven by curiosity to understand how a business progresses. Divergent thinkers, born from curiosity, but driven by breaking down core business challenges.
So, what weapons should someone starting out have in their arsenal to prepare for a more collaborative, consultative dynamic?
To develop informed creative solutions in the face of disruptive technologies and market changes we need to develop strategists who are largely generalists and are incredibly adaptable. People who are have an entrepreneurial, adaptable mindset and can embrace the knowledge, teamwork, appreciation of the advertising craft.
Twenty years ago our focus was the consumer, now planning increasingly occurs at the intersection of culture and technology, and must take into account various aspects of looking at the fundamentals that are driving businesses and changing the environment in which we’re working. I think this is important for people working in all sectors, but particularly those who lead creatively because it creates solid foundations for decision-making. Otherwise, we simply end up running our businesses with gut-feeling.<