Get yourself a Mentor
The advice from Rosie Arnold (Deputy Executive Creative Director, BBH London) is “if there’s somebody who’s opinion you respect then try and form a relationship with that person because that will help you:
A) Get a friend in the agency
B) Get the most fantastic portfolio
And C) hopefully secure you a Mentor!"
Apply to the Agency right for you
Before you go hitting the send button on a blanket email to all the agencies – do a ton of research, talk to your piers and work out where you truly want to be. It’s not just about being based in a cool area, or working on the biggest brands. There are so many factors you’ve got to consider. If you get the ingredients right you’re sure to have longevity with an agency and most importantly – be happy!
Charlene Chandrasekaran (Creative, BBH London) summed this up perfectly, “it’s so important you think about where you want to work. It’s about the culture, the kind of work you want to be producing, the kind of people you want to work with”.
Caroline Pay suggested that people should absorb as much work as possible and “when you see work that makes you seethe with jealousy, find out who did it and go and work for them”.
What type of work/campaigns should creatives be aware of?
Paco Conde illuminated that creatives should “make the most of the new technologies and the new channels that are opening up”. Question how are they influencing our daily lives, where are the trends, what will my audience respond to? Brendan Stephens (Creative Director, MOO) revealed to us, “video is something that really captures my attention a lot. I think for a lot of us you see it on preroll you see it on adds now – even a bit of the cinemagraph that’s going on.”
Our day-to-day lives are continuously influenced by digital media whether we’re aware of it or not. When responding to a brief explore which channels are out there then create ideas that play to the channels strengths, not the other way around. There’s nothing worse than not thinking your ideas through and having to adapt a watered down version for a digital output.
Hamish Pinnell (Creative Director/Partner, BBH London) told us “there’s definitely a trend now to be part of an experience of some sort” which Beto strongly agreed with, suggesting that, “you have to be seeing the things that people are relating to… whatever it is”.
So to sum it up – let your work do the talking while you network your socks off, do your research, bag a mentor and create tangible experiences if you want to win the hearts and minds of your consumers and industry leaders.
What are you waiting for? Get out there!