Agency Types – Rod Killick; Likeable Creative (Perth)

Summary

In this insightful discussion, a marketing professional shares advice on navigating the creative and advertising industries in Perth. Emphasizing the importance of networking, attending industry events, and understanding the ecosystem of agencies, the speaker encourages students to explore diverse roles within the marketing sector. Key industry players such as creative, production, and media agencies are discussed, alongside tips for new graduates, including the importance of working hard, staying curious, and building relationships with senior professionals. The conversation offers a valuable perspective on breaking into the marketing field and understanding its intricate structure.

Takeaways

• 😀 Agencies are adapting to digital communication tools, but traditional methods like email and phone remain prevalent in day-to-day operations.
• 😀 The concept of a seamless workflow in agencies, including client communication, reviews, and approvals, is still evolving and could be further optimized.
• 😀 Networking within the industry is key for students, with events like those hosted by the Western Australian Marketing Association offering valuable opportunities to connect with industry professionals.
• 😀 The creative industry is diverse, encompassing various roles from creative agencies to production agencies, and each type plays an integral role in marketing campaigns.
• 😀 Media agencies are pivotal in determining the most effective channels for advertising, from digital platforms to traditional billboards, emphasizing the growth of out-of-home media.
• 😀 Digital agencies are increasingly seen as just another channel, much like traditional advertising platforms such as billboards or newspapers.
• 😀 Students should understand the ecosystem of the marketing industry, recognizing the specialized roles that exist within different types of agencies and companies.
• 😀 Professionals in the industry, including senior creatives and directors, are often open to engaging with younger individuals and offering advice and insights.
• 😀 It’s important for new graduates to develop a thick skin, put themselves out there, and engage actively with the industry to make meaningful connections.
• 😀 Events and functions often take place in informal settings, such as pubs, which make it easier for students and newcomers to engage in open discussions and learn from experienced professionals.
• 😀 The structure of the marketing industry can be complex, but understanding the interactions between clients, creative agencies, media agencies, and production agencies is crucial for career success.

Q & A

What is the importance of networking for students entering the marketing and advertising industry?

Networking is crucial as it helps students build connections with professionals, understand the industry better, and learn from their experiences. Engaging in local industry events like those held by the Western Australian Marketing Association and the Advertising Council Australia can provide opportunities to connect with senior figures and gain valuable insights.

What role do different types of agencies play in the marketing industry?

Agencies in the marketing industry have specialized roles. Creative agencies develop the campaign ideas, production agencies focus on making video content or advertisements, media agencies select the best channels for a campaign, and digital agencies handle online channels. There are also specialized agencies for PR, investor relations, and analyst relations.

How can students gain a deeper understanding of the marketing ecosystem?

Students can learn more by attending industry events, engaging with professionals in different sectors of the industry, and asking questions about the roles of various agencies. Understanding how marketing organizations and agencies interact within the broader ecosystem will help students gain a well-rounded perspective.

What advice is given for new marketing graduates entering the industry?

New marketing graduates should work hard, be proactive, and remain resilient. It's important to have a thick skin, be willing to put oneself out there, and learn about the broader marketing ecosystem. Understanding the roles and functions of different agencies and their relationships with client organizations is also key.

What should students do to gain exposure in the creative and advertising industry in Perth?

Students should attend local events hosted by industry associations like the Western Australian Marketing Association and Advertising Council Australia. These events often include networking opportunities with senior professionals and provide insights into various areas of the industry, such as design, creative, production, and content.

Why is it important to understand the different roles within marketing agencies?

Understanding the different roles within marketing agencies helps students recognize how the industry functions as a whole. It also allows them to better navigate their career paths, whether they’re interested in creative, media, production, or digital roles. This knowledge also informs their approach to collaboration within a marketing team.

What is the significance of media agencies in the marketing industry?

Media agencies are vital in determining the best channels for a campaign, such as social media, TV, outdoor billboards, or digital platforms. They work strategically with media owners to place the campaign in the most effective spaces, ensuring it reaches the target audience.

How does attending informal industry events benefit students and newcomers?

Informal industry events provide an opportunity for students and newcomers to interact with senior professionals in a relaxed setting. These events often encourage open conversation and allow attendees to learn from others' experiences, while also building valuable relationships for future career growth.

What is the current trend in the media channel landscape, according to the script?

Outdoor billboards are becoming an increasingly significant media channel, as they can't be skipped, unlike digital ads. This highlights the ongoing growth of non-digital media in the marketing landscape.

What mindset should new marketing graduates adopt to succeed in the industry?

New marketing graduates should approach the industry with enthusiasm, a willingness to learn, and a proactive attitude. Developing a thick skin and understanding the industry’s structure will help them face challenges with confidence and succeed in their career.