Agency Types – Rebecca Nadilo; Iris (Singapore)

Summary

In this insightful talk, Rebecca emphasizes the importance of passion, research, and hands-on experience in the advertising and marketing industry. She encourages newcomers to immerse themselves in award-winning campaigns, stay proactive, and engage deeply with industry fundamentals like consumer psychology and brand growth. Rebecca advises new graduates to read key books like 'How Brands Grow' and 'Thinking, Fast and Slow' to build a strong foundation. Her message highlights the need to be proactive, enthusiastic, and always seek opportunities for growth, helping build a strong future in the industry.

Takeaways

• 😀 Passion for the work is essential in advertising – without it, success is unlikely.
• 😀 Gaining experience through internships can help you decide which type of agency or role suits you best.
• 😀 Researching and understanding award-winning campaigns will enhance your industry knowledge and respect.
• 😀 Top marketing books like *How Brands Grow* by Byron Sharp and *Thinking, Fast and Slow* by Daniel Kahneman offer crucial insights into consumer psychology and marketing principles.
• 😀 Proactively getting involved in as many projects as possible helps build experience and opens up opportunities.
• 😀 Learning and applying fundamental marketing principles is vital for new graduates to succeed in the industry.
• 😀 The advertising industry is tough, but perseverance and love for the craft are key to overcoming challenges.
• 😀 Understanding how marketing works and how people make decisions gives a competitive advantage in the field.
• 😀 You must be proactive, take initiative, and hustle to make a mark in the marketing world.
• 😀 The ability to reference well-known campaigns like Dove Real Beauty or Nike adds credibility and respect in the workplace.
• 😀 Continuously exposing yourself to new ideas and staying excited about the industry will lead to success.

Q & A

What is the importance of doing an internship in the marketing and advertising industry?

An internship provides practical experience, helping individuals decide what type of agency or work environment suits them best. It offers insights into whether they prefer working with a large company, a smaller independent firm, or in specific fields like digital, social media, or creative research.

Why is passion for the work essential in advertising?

Passion is crucial because the advertising industry can be tough and challenging at times. However, people continue to thrive in it because they love the final output. Having a deep passion for the work fuels resilience and creativity in the face of difficulties.

What should aspiring professionals do to develop a passion for the advertising industry?

Aspiring professionals should research and study the industry's best work. They can look at award-winning campaigns, watch case studies, and analyze what makes these campaigns successful. Engaging with this content helps develop excitement and a deeper understanding of advertising.

What is the role of understanding 'Best in Class' work in advertising?

Understanding 'Best in Class' work helps individuals see what top-tier advertising looks like and sets a benchmark for quality. It allows professionals to align their own work with the industry’s highest standards and gain respect by showing they are informed about leading campaigns.

What are some of the key resources for learning about advertising and marketing principles?

Books like 'How Brands Grow' by Byron Sharp and 'Thinking, Fast and Slow' by Daniel Kahneman are recommended. These books cover essential marketing principles like consumer psychology, decision-making processes, and how marketing functions at its core.

How do the principles outlined in 'How Brands Grow' by Byron Sharp impact marketing?

'How Brands Grow' revolutionized marketing by clarifying key concepts, particularly around brand growth. It stresses the importance of reaching as many potential customers as possible rather than focusing too narrowly on niche markets. It challenges conventional marketing wisdom and provides a more evidence-based approach.

Why is it important for marketing graduates to learn about consumer psychology?

Consumer psychology is foundational to understanding how and why people make purchasing decisions. By learning about it, marketing graduates can craft campaigns that resonate more effectively with their target audiences, influencing their behaviors and choices.

What is the significance of being proactive in the marketing industry?

Being proactive in marketing means volunteering for projects, suggesting ideas, and taking initiative. This attitude opens up opportunities for exposure and professional growth, allowing individuals to build a reputation and create a successful career in marketing.

How can new graduates gain exposure and access to the best opportunities in marketing?

New graduates can gain exposure by actively participating in various projects, saying yes to every opportunity, and being enthusiastic about the work. Taking on diverse tasks helps develop skills, builds connections, and increases visibility within the industry.

What is the speaker’s advice for new marketing graduates to stand out in the industry?

The speaker advises graduates to understand the fundamentals of marketing, particularly consumer behavior and decision-making. Additionally, being proactive, getting hands-on experience, and showing genuine passion for advertising will help graduates stand out and make an impact in the industry.