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    Dear Junior Series // 05


    Dear Junior: an attempt to ask industry leaders the pressing questions that us, the quarrelous and unfriendly youth of today, are interested to find answers to. In our fifth installment, we’re talking Women in Advertising. Rather than write an intro ourselves full of the male bravado you’ve come to know and love, we hired an intern to do the job for us. Here’s Crystal with her very best intro.

    Chaka Khan once sang, “I’m a woman in a man’s world”. She was chanting about the wonderful world of showbiz but it’s fair to say the wonderful world of advertising is only the far less glamorous sister. It’s a sausage-fest no matter where you go! And being part of that can be fairly difficult when you’re sausageless. As if the industry’s not tough enough. That’s why we asked our good ol’ female buddy, Mel Peters, digital creative director at Lowe Sydney (http://lowesydney NULL.com), to give us her best advice on being a lady in a man’s world.

    And girls, or boys for that matter, if you want to pick her brain some more, reach her at mel.peters@loweworldwide.com (mel NULL.peters null@null loweworldwide NULL.com). No spammy spam please.

    Junior: Do you personally find it tough to be a woman in this industry?

    Mel: No I love it! It’s all about standing out with great ideas and that’s something I’m passionate about. A lot of people have been comfortable with male creatives because that’s what they’re used too. However, good ideas will always cut through no matter who you are.

    Jr: Has there been a particular incident where you know your gender has worked against you? What about for you?

    M: It’s how you look at things. For example, working on car accounts, I was the only female creative on the team. In this situation I always added a valuable and different perspective to briefs. I was able to approach the brand with really powerful insights that led to award winning creative. Taking the car ‘beyond the metal’ was a big part of creating innovative campaigns that engaged and empowered their audience. Female creatives can do amazing work on even the most ‘blokiest’ of briefs. There really is no boundary to what you can work on.

    Jr: Why do you think it’s more difficult for women?

    M: I think there has been a limited number of role-models and Senior Female Creatives in the industry and for young female creatives on the rise, this can be daunting. I’ve worked with strong female Creatives like Fiona Davidson and Paula Keamy who are both fantastic role-models. It is important to find these role models and seek advice along the way. Women have a great opportunity to lead in senior creative roles today and I see more and more talented young women choosing ‘creative’ as a positive career path.

    Jr: Is there any other advice you have for women in or wanting to get into the industry?

    M: Understanding your audience is key, and women are the primary purchase decision-maker for many brands in Australia. Female buying power hasn’t fully been tapped into in Australia, and there is a great opportunity for female creatives to lead this. Women are also powerful communicators, and as we continue to move into the digital world with influence marketing and social networking changing our traditional communication habits, women in the industry will bring great insight and creative ideas to the table. Ultimately though, it’s all about great thinking and powerful ideas.

    And just cause she can, here’s Mel’s tips to success:

    01- Believe in your ideas. Gain confidence in your thinking by exploring your ideas thoroughly before you talk to others around you.

    02- Present, present, present your work. This is so important. Grab as many opportunities as you can to showcase your ideas yourself and get in front of clients, as often as you can.

    03- Look for female mentors, if not in your agency, outside it. Some may have blogs or twitter feeds that will give you insight and spur you on. You can follow me here (http://twitter NULL.com/its_mel).

    04- Hit the streets and do your own market research. Get to know your audience inside and out and become an expert in the briefs you get. If your agency celebrates big ideas based on powerful insights, you will shine.

    05- Don’t be afraid to think of yourself as a brand and sell yourself. Getting your voice and point of view out there is a great place to start. I see many juniors who have put their folio online and started a blog. It’s a great way to make sure you are heard and noticed.

    06- Have fun and enjoy what you do. If you love it, everyone will know.

    ADVERTISING, DEAR JUNIOR | Also tagged ADVERTISING, SUCCESS

    Tag Archives: DEAR JUNIOR

    Dear Junior Series // 04

    steph

    For some, finding a job can be as difficult as drinking a pie through a straw. It smells good but no matter how hard you suck, you never quite get to taste the meaty broth. You suck and suck until a piece of corn gets stuck halfway and you have to get a new straw and try again. For others, job-hunting is as easy as eating a pie with your hands. The difference was that person number two knew that eating a pie with a straw is for retards who don’t know how to eat. Steph Loupelis had hardly finished uni and she was already gobbling down a big, juicy cherry pie with both hands, landing herself a job at MTV. Clearly this was someone who knew how to eat a pie/get a job. We asked her a couple of questions about landing a job at MTV, and not about eating pies.

    Junior: So you work at MTV? We’re pretty sure there’d be kids camping out to get a job like that. How did it come about?

    Steph: By chance actually! I was working at my mum’s restaurant and got chatting to a lady whose daughter worked at MTV in Melbourne (at the time there was only two people working at MTV Melbourne. So it was definitely a fateful soy latte!). I told her I was about to graduate from Professional Communication at RMIT, and had no idea what I was going to do with myself. I had majored in PR, but had been so busy working two jobs throughout uni to pay my rent, I had no time to do an internship or work placement - which apparently put me well behind other graduates (looking back I realize this is total BS).  She suggested I call her daughter to have a chat about career options for inspiration, which I did.

    When I called, I found out that they were actually looking for an entry level sales coordinator at MTV Melbourne and would I be interested in applying? Hell yes. Even though I had no “experience”, they were after someone with a solid degree, knowledge of the media industry, and a good personality fit for MTV.

    About three months after our initial conversation I was offered the position and the rest is history!

    Jr: Wow-ee! Definitely a fateful soy latte. So what does a normal day at the office involve for you?

    S: It’s crazy! After two years as a sales coordinator, I’ve recently become an account manager and look after some major media agencies in Victoria. This definitely keeps me busy until all hours. The day involves meetings with agencies and clients to discuss briefs, communication with our internal departments to ensure the best response on these briefs, the management and servicing of campaigns and then the post analysis. Then there’s the organization of events, entertainment, parties… The list goes on.

    At the risk of sounding like a total loser, it really is one of the coolest jobs in media! You work incredibly hard, but you get to play hard when you’re done.

    I’ve taken clients to the last three MTV Australia Awards (and of course their famous after parties) in Sydney, plus concerts, parties and countless super cool MTV events in both Sydney and Melbourne.

    Just last week I went up to Sydney on a Wednesday afternoon to take some clients to a taping of MTV’s local music show The Lair, and watched De La Soul perform in front of an intimate crowd of Jager-shotting celebs, partied into the wee hours and then was back at my desk in Melbourne at 9am… I love my job.

    Jr: We certainly would too if we was you. OK, so this line intrigues us, “I had no time to do internships/work placements etc which apparently put me well behind other graduates (looking back I realize this is total BS).” Why didn’t an internship or work placement put you behind in the job-hunting challenge?

    S: I guess what I meant here is that I loved studying public relations, but throughout uni was constantly being told that if I wanted a decent job in PR after graduating, I’d need to do internships/unpaid work placements to get a foot in the door. When you have real life bills to pay, this is not always an option! After leaving uni and entering the industry, I realised that a lot of the time it’s more about personality and work ethic, and the experience comes naturally through learning on the job.

    Jr: If you had any advice for graduates looking to get in anywhere, what do you suggest is the best way to go about it?

    S: I think it’s so so important to take a step back after graduating, and figure out your priorities after removing yourself from the whirlwind that is the final semester of final year! It can be such a stressful time, and there can be a lot of competition and pressure to deal with.

    My advice would be to have a think about brands/companies that mean something to you. Brands that somehow speak to you in a way that you appreciate and support. I always had in my head that I wanted to work somewhere cool like MTV, but had no idea they even had an office in Melbourne! A little google-ing can go a long way, and this is where a bit of research and brand knowledge will definitely help you in situations where you’re being considered for jobs. This way, if you bump into someone in the street or get chatting to someone at a café, you have the confidence and background knowledge to set yourself apart from everyone else. And you’d be surprised how often you’re asked about what brands embody “you” in job interviews. It’s a really good way for potential employers to gain valuable insight into both your personality, and what kind of industry/brand knowledge you have.

    Basically, be yourself and try not to get disheartened when your ‘career’ isn’t progressing as you had planned in your head. The most important thing is to be confident and passionate about who you are and what you do, and the rest will all just fall into place.

    DEAR JUNIOR, TELEVISION | Also tagged JOB HUNTING, MTV, PUBLIC RELATIONS, TELEVISION

    Tag Archives: DEAR JUNIOR

    The Dear Junior Series // 03

    simon

    Getting a job. For some people it’s the most exciting thing in the world. The thrill of the chase! Picking your favourite studio, agency, magazine, firm, whatever of your choice and banging down their door until they give you a desk and some pens. For others, its a scary, dangerous and intimidating journey. The interviews, the phone calls, the waiting, the pain! Well, we hear you friends. So we’ve asked someone who actually does the hiring for a little bit of inside info on what to say. That someone is Simon Hakim, the Managing Director and all-round forward thinking guy at The Surgery (http://www NULL.thesurgery NULL.com NULL.au).

    Junior: There are many juniors out in the world desperately trying to get a job right now, but having no luck. From the many years of hiring people, especially juniors, what advice do you have to help them finally land a job?

    Simon: Basically, people should approach a prospective job and its company with some kind of plan.

    I’ve been to lots of meetings of late with young and senior folk wanting a job in advertising and/or with The Surgery. After all the coffee, beer and talking, there seems to be one inherent theme that constantly worries me.

    Yes we know you want a job.
    Yes we know you want a job in advertising as a suit, creative, public relations person or as a digital person.
    Yes we know you are qualified, have experience and think you’d be perfect for a role with The Surgery.
    Yes we know you’ve done this before. Or haven’t done this before but think you’d be good at it.

    But by the sounds of it all, you just want a job. You don’t really know why, other than you’d be good at whatever it is you are applying for.  You just really want to work there or you kinda just need the money.

    I won’t employ someone who doesn’t really know what they want or can offer me or my clients.

    I want someone saying:

    “You guys could soon be the hottest creative agency, but your work can be improved, and I’ll show you how to get there” or;

    “I want to be creative director in five years time” or;

    “Here are three ideas for three clients you have and this is why I think it would work and what the benefit to them would be. When can we present?”

    Be proactive. Understand what you want and where you are going. Have a plan. Be creative and come up with ideas that benefit the agency or their clients. Give them a reason to employ you.

    ADVERTISING, DEAR JUNIOR | Also tagged COMMITMENT, HUNGER, JOB HUNTING, RECESSION, SUCCESS

    Tag Archives: DEAR JUNIOR

    Dear Junior Series // 02

    mail

    Animators! They’re a crazy bunch. Sittin’ by their computers all day manipulating dimensions and shit. What a life. Bah! If you can get it that is. Well that’s exactly what our friend Cam Gough (http://dirtypuppet NULL.com/) did. He left his secure job at a studio to pursue his dream of working for himself. At only 25. What a legend. So this week, we ask Cam why the hell you would take the plunge, and ask for some tips for when (or if) we do.

    Junior: Everyone wants to quit their job and work for themselves, no matter if they’re into photography, film, animation, design, writing… Hell, whatever. What’s your story? Why did you do it and was the transition as smooth as you would have liked?

    Cam: I was reasonably satisfied with the job that I had, but I was craving more. I had always taken on freelance and independent projects outside of work hours, but found myself enjoying freelance a whole lot more than my daytime work. After gaining enough experience in a studio, and with my roster of freelance work slowly expanding, I felt that I was at the stage where the jobs that were once just small side projects could fuel a career in themselves. I knew there would be a market for what I do.

    When working as part of a Animation Production team, you often have a task, or certain tasks to complete, and your work is then passed onto the next person who has their role and so on. I felt that the working process was sometimes a little convoluted, and managing the pipeline became too much of a task in itself, and like most people in the creative industry, I had a desire to work on the most creative and satisfying work possible. So it was time to move on.

    I had two options, attempt to move on to a different creative studio, or start my own. I figured that if I tried to start my own, as long as there were low start-up costs involved, worst case scenario was that I would be exactly where I was anyway – with a folio and experience, looking for work at a different studio – so why not give it a shot. I had confidence that the quality of work I could produce and facilitate had a place in the industry and the strong passion for what I do would make working hard at it, well, easy.

    It’s been just over a year now, and I can’t really imagine working for someone else. Things kind of fell into my lap one after another with the few contacts I had made, but the most fortunate thing was probably having other friends in the industry who were in a similar place. They were great to bounce ideas off, gave me advice on working for myself, shared studio space and pushed me creatively. I think I’ve been pretty lucky in how smooth the transition has been and I’m very appreciative of it.

    Jr: Can you give us ten key points to consider before any one of us was to quit our job and go it on our own?

    C: Here we go…

    01 – Love your work, be passionate about it, don’t turn your passion into a ‘job’
    02 – Constantly push yourself, there are lots of people trying to do what you want to do
    03 – Don’t ever burn your bridges, contacts are everything
    04 – Have a backup plan
    05 – Only promote the sort of work you want to attract
    06 – Don’t sacrifice quality of your work regardless how big or small the job
    07 – Quality work should always shine through in the end, the right people will recognize it
    08 – Find a good balance between jobs that are good for your reel and jobs that are good for money
    09 – Don’t over commit to a job that you may not be able to do
    10 – Don’t sell yourself short


    Have a look at Cam (http://dirtypuppet NULL.com/)‘s reel below. It’s reely amazing. Shit. Did we just say that? Losers.

    ANIMATION, DEAR JUNIOR | Also tagged ANIMATION, FREELANCE, STUDIO, TIPS
              
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