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The Advertising Interview. Where you should be right now:. Know what job you want Know where you want to work (top 10-15 in order) Have a great resume ready to go. Have figured out contacts at each place you want to work. Ready to start contacting agencies. Begin networking.
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Where you should be right now: • Know what job you want • Know where you want to work (top 10-15 in order) • Have a great resume ready to go. • Have figured out contacts at each place you want to work. • Ready to start contacting agencies. Begin networking. • Have Plan B in the back of your mind ready if needed.
Know where you want to workProfessor Russell Advice • “Client-side” • Biggest and best • “Star” brand • Agency • Account Management & Media: • Biggest and/or best (Account Management and Media people generally “work lateral or down.” • “Star” account • Planning • Where you will learn the most. • Company known for innovation in research. • Creative • The best agency you can get followed very closely by the best person you can work for. Creatives work “up.”
Know where you want to workProfessor Russell Advice • Ad Sales • Choose your industry (e.g. TV, Radio, Magazine, etc.) • Choose the most respected sales teams within that. • Review “Where to Work”
Resume • No one hires from a resume • Just gets you in the door (or not) and says, this person is qualified for the job. • Purpose: • Introduce your qualifications and you. • Common Mistakes: • No Objective: tell me what you want • I read it and I still don’t know who you are
Resume Advice • A resume is an ad for you. • Make your ad stand out in a smart way. • Simple Objective • “Seeking entry level position in media planning.” • Write your entire resume from the point of view of the job you are trying to get. • Can your “Advertising Internship” become a “Media Planning Internship?” • Prove you can do the job by proving you already have. • Lead with whatever is most impressive • Education vs. Experience
Resume Advice • Quantify your success as much as possible • Sales results, money saved, creative awards, etc. • Use class work as experience • But don’t lie! • Personal Information • Help the reader to get a real idea of who you are… but in an interesting way. • Use this to inspire an interesting
The “Elevator Explanation” • 2-3 sentences that answer: • Who you are, • what you want, • why they should give it to you, • what they will get if they do. • I’m Emily Russell, a 2008 Newhouse graduate looking for an entry level position at Crispin Porter + Bogusky. I’m crazy about CP+B advertising, a certifiable workaholic and confident I can help you create truly great work. • What is the “story that builds from this?”
Getting Started • Alumni: Dear Melissa; My name is Emily Russell and I’ll be graduating from the Newhouse School of Public Communications this May. I am very interested in working for Deutsch Advertising and was wondering if you would be willing to take a look at my resume and give me some advice as well as suggest whom I should speak with about a job at Deutsch. THANK YOU SO MUCH! Sincerely, Emily Russell erussell@syr.edu 315 443 4045
Getting Started • Contacts: Dear Melissa; Professor Ed Russell suggested I contact you. My name is Emily Russell and I’ll be graduating from the Newhouse School of Public Communications this May. I am very interested in working for Deutsch Advertising and was wondering if you would be willing to take a look at my resume and give me some advice as well as suggest whom I should speak with about a job at Deutsch. THANK YOU SO MUCH! Sincerely, Emily Russell erussell@syr.edu 315 443 4045
Getting Started • Guest Speakers Dear Melissa; I enjoyed meeting you when you came to speak at Syracuse University. I’ll be graduating from the Newhouse School of Public Communications this May and I’m very interested in working for Deutsch Advertising and was wondering if you would be willing to take a look at my resume and give me some advice as well as suggest whom I should speak with about a job at Deutsch. THANK YOU SO MUCH! Sincerely, Emily Russell erussell@syr.edu 315 443 4045
Getting Started • Cold Calls Dear Ms. Lukach; My name is Emily Russell and I’ll be graduating from the Newhouse School of Public Communications this May. I am very interested in working for Deutsch Advertising in Account Management. I am graduating with a 3.6 GPA, have had three different advertising internships and I’m passionate about the work Deutsch does. I will be in New York the w/o May 23 and would love to meet with you. I will call you later this week. THANK YOU SO MUCH! Sincerely, Emily Russell erussell@syr.edu 315 443 4045
The Interview • Your Resume says you are qualified, your interview is to see if we like you (personal chemistry). • Tell one coherent and memorable story about who you are. • Show your passion • Red Bull can help • Demonstrate a willingness to do whatever you have to do • Know where you are • You don’t need to know all their brands, but know 2-3 • Have questions prepared for the interviewer… interview them.
The Advertising Interview: • Tell me about yourself. (Remember: don't ramble.) • Why do you want to go into advertising? • Tell me what's really important to you; what are you passionate about? • Tell me a campaign you particularly like. Why? • What are your strengths and weaknesses? • What do you consider to be your most significant accomplishment? • Why should I hire you? What sets you apart from other job seekers? • Why should we hire an advertising major? • Why do you think you might like to work for our company? • What can I tell you about XYZ Advertising?
The Advertising InterviewWhat they are looking for • Tell me about yourself. (Remember: don't ramble.) • Why do you want to go into advertising? • Tell me what's really important to you; what are you passionate about? • What they are looking for. • Passion, Passion, Passion! • You know what you want to do and you know why you are here • Smart • You “get it” • You are someone “I want to work with” • How to answer this really well • Tell a story worth listening to that demonstrates your passion, shows you are smart and demonstrates your personality.
The Advertising Interview: • Tell me a campaign you particularly like. Why? • What are they looking for? • You understand advertising, you can deconstruct it, you are actively involved in it, you have a passion to create great work, you are articulate (“VW is like really cool” is a bad answer). • Don’t answer a cliché (VW, Apple, iPod, Nike, etc) • If it’s theirs, great, but better to really know what you are talking about. • How to answer it really well. • Choose a new campaign about a product you are passionate about (decent sized advertiser), and new work they may not be familiar with. • Talk about what they were trying to accomplish, how they did it in a “never seen that before way,” and how you passionately want to do that in your career.
The Advertising Interview: • What are your strengths and weaknesses? • What they want to know. • You know yourself pretty well • You have personal qualities they can exploit for $$$$$$$ • You know your weakness and have found a way to overcome it. • How top answer this well • Strengths: • Passionate about what you do • Push yourself hard • Good enough is never good enough for you • Great team player • Great leadership potential • Loyalty (think of great things about your dog) • Weaknesses • See above
The Advertising Interview: • What do you consider to be your most significant accomplishment? • What they want to hear. • A story where something you personally did made a positive difference • How to answer this well. • Honestly showing what kind of person you are. • Why should I hire you? What sets you apart from other job seekers? • What they want to hear. • Confidence. • Your “positioning” statement. • How to answer this well • Focus; simple and memorable.
The Advertising Interview: • Why should we hire an advertising major? • What they want to hear. • An answer, they really don’t actually understand. • How to answer it well • “I’ll begin contributing tomorrow.” • “I have a full liberal arts education and understand advertising on top of that.” • Why do you think you might like to work for our company? • What they want to hear. • You’ve done your homework. You like something about their work. • If you are being interviewed for a particular job, you are passionate about doing that job. • How to answer that well. • Talk about a piece of business you admire, about awards, CONNECTIONS, yes, name drop a few (only a few) names if you can.
The Advertising Interview: • Agency person: “What can I tell you about XYZ Advertising?” • What they want to hear • You want to hear more about the company • How to answer it well • Have 3-5 questions prepared (you can use them in every interview) • What do you like most about working here? • Why did you get into advertising? • If you could change something about this company, what would it be? • How did you get to where you are? • What advice would you have for someone just starting out in the advertising business?
The Advertising Interview: What do you know about our company? In what type of position are you most interested? How can you contribute to this organization? What qualifications do you have that will enable you to be successful in this field? Why do you want this job?
The Advertising Interview: What personal characteristics are necessary for success in your chosen field? Do you prefer working with others or by yourself? What have you learned from some of the jobs you have held? What do you do in your spare time? For example, what are the last two or three books you've read? How do you go about influencing someone to accept your ideas? What would your favorite teacher/friend/previous manager say about you?
The Advertising Interview: Would you describe yourself as analytical or creative? What was the most difficult situation you faced in your last job? What qualities do you admire in others? What do you think determines a person's success in a company? What is the most challenging thing you have ever done?
The Advertising Interview: How well do you work under pressure? Do you prefer to work under pressure? Have you ever been put on the spot by a professor/supervisor/client? How did you handle the situation? What are your personal long-term and short-term goals? What newspapers or magazines do you read on a regular basis?
The Final Question in Every Interview • Is there anything I can tell you about XYZ Company? • ALWAYS HAVE QUESTIONS… even if you are late! • What do you like most about working at XYZ? • What do you enjoy most about your job? • What makes a new employee suceed quickly here? • XYZ has managed to grow in a very difficult market; how have you done that? • What do you think is the very best work XYZ is doing today? • What advice would you have for someone starting out in the business today? • What was the very best experience you’ve had in your career?
Following up an Interview • Say “Thank You” within 30 minutes. • Hand write thank you notes and get them in the office mail. • Short and sweet: Dear Mary; Thank you so much for meeting me today. I am very excited about working for Grey Advertising after speaking with you. I especially enjoyed hearing about the challenges you face on the new Pantene upgrade. Good luck! I hope to work for you someday! Thank You ! Emily Russell • Follow-up with HR • Remember: you can’t follow up too many times. • We are obnoxious people, we’re OK with that.
Issues: Going International Not easy, but can be done • They only send you where they really need you • Shortage of trained people: China, India, Philippines, Saudi Arabia, South Africa, Kenya(?) • Need Americans to work on American businesses (where cultural differences are big): Latin America, Japan, China, India. • You can go other places, but more difficult • When you have a unique expertise • When you are going to run a region for a global advertiser • How to do this: • You just go and make it work. • Your fiancé • No one wants to train you only to have you go back home. • Important Advertising Markets: New York, London, Frankfurt/Paris, Shanghai, Tokyo, Sydney, Sao Paulo, Mexico City
Should you ask to go abroad or make it evident you want to? • NO, NO, NO • Get yourself in a position to do so and then ask the right person. • Not necessarily great for your career.
Issues: Where is the business going? • Prof Russell’s prediction: • Growing areas: Media, Creative • Stable: Planners • Stable to Shrinking: Account Management • Agencies: • Growth medium sized creative agencies (e.g. CP+B, Weiden, Fallon) and large “creative” agencies BBDO, Saatchi, TBWA/Chiat Day, DDB, Deutsch. • Stagnant or Shrinking: JWT, Y&R, O&M, Grey • Lots of new creative agencies • Lots of specialty companies • In 10 years a new round of buy-outs • Get “respected” training and get to creative agency • Media: get training and then specialize
Issues: How do I make millions? • Get in a position to get bought out. • Own it. • Build a unique specialty. • Creative: Gold Lion and excellent leadership qualities
Issue: What do I actually do in these jobs? • Assistant Account Executive • Assistant Media Planner • Assistant Media Buyer • Research Assistant • Jr. Copywriter • Jr. Art Director • Production Assistant • Traffic • Assistant Project Manager • Assistant Brand Manager
Issue: Why does everyone tell me how difficult it is to get a job? • Best jobs fill first. • Not all jobs created equal. • We want you to succeed and the first step is to get going.
Issue: Advertising for non-profits and charitable organizations • Agencies do in their spare time. • This is not a money making job • You work for the non-profit (like being a client) and borrow the talents of the rest of the group.
Issue: Wish I understood graphics better. • Your competition is History majors from Middlebury; you’re fine.
Issue: How to start my own agency. • Get the smallest possible team capable of doing the work. • Get a client. • Be very conservative financially until you are rolling naked in cash. • Diversify your client list so that if any one or two walks out the door, you are OK. • Always be looking for your next new client. • At least 60% of MD’s hours
ISSUE: Why people in advertising get paid so little? • The fat cats save it for themselves. • Don’t go into advertising for only 3 years!
Issue: Wish I better understood the Finance and Budgeting stuff. • The history of Russia begins with that of the East Slavs, the ethnic group that eventually split into the Russians, Ukrainians, and Belarusians. The first East Slavic state, Kievan Rus', adopted Christianity from the Byzantine Empire in 988, beginning the synthesis of Byzantine and Slavic cultures that defined Russian culture for the next seven centuries. Kievan Rus' ultimately disintegrated as a state, leaving a number of states competing for claims to be the heirs to its civilization and dominant position. After the 13th century, Muscovy gradually came to dominate the former cultural center. In the 18th century, the principality of Muscovy had become the huge Russian Empire, stretching from Poland eastward to the Pacific Ocean. Expansion in the western direction sharpened Russia's awareness of its backwardness and shattered the isolation in which the initial stages of expansion had occurred. Successive regimes of the 19th century responded to such pressures with a combination of halfhearted reform and repression. Russian serfdom was abolished in 1861, but its abolition was achieved on terms unfavorable to the peasants and served to increase revolutionary pressures. Between the abolition of serfdom and beginning of World War I in 1914, the Stolypin reforms, the constitution of 1906 and State Duma introduced notable changes in economy and politics of Russia, but the tsars were still not willing to cede autocratic rule. • Military defeat and food shortages triggered the Russian Revolution in 1917, bringing the CommunistBolsheviks to power. Between 1922 and 1991, the history of Russia is essentially the history of the Soviet Union, effectively an ideologically based empire which was roughly coterminous with the Russian Empire, whose last monarch, Tsar Nicholas II, ruled until 1917. From its first years, government in the Soviet Union was based on the one-party rule of the communists, as the Bolsheviks called themselves beginning in March 1918. However, by the late 1980s, with the weaknesses of its economic and political structures becoming acute, significant changes in the economy and the party leaderships spelled the end of the Soviet Union. • The history of the Russian Federation is brief, dating back only to the collapse of the Soviet Union in late 1991. But Russia has existed as a state for over a thousand years, and during most of the 20th century Russia was the core of the Soviet Union. Since gaining its independence, Russia claimed to be the legal successor to Soviet Union on the international stage. However, Russia lost its superpower status as it faced serious challenges in its efforts to forge a new post-Soviet political and economic system. Scrapping the socialist central planning and state ownership of property of the Soviet era, Russia attempted to build an economy with elements of market capitalism, with often painful results. Russia today shares many continuities of political culture and social structure with its tsarist and Soviet past.
Issue: Career in Interactive • Go get a job with interactive company. Quit in 1 year. Start own website. Sell website to Google. Retire at 28! • Buy island.
Issue: What am I going to do with my life? • Only 3 Possibilities • Option 1 • Get good job, • meet nice person, • marry, • have kids, • become your parents. • Option 2 • Go save the world; never look back. • Option 3 • Marry rich, never look back.
Issue: How do I get a job in creative? • Show your book to as many people as possible. • Have a plan B. • Decide a point at which you will go to plan B. • Be willing to start in an internship.
Issue: What to do first 6 months to make a good impression. • Ask for more work. • Be very careful with (agency resources) money; many eyes are watching. • Be fun to work with. • Get involved in new business pitch. • Meet the CEO, somehow. • Decide what job you really want • Start aiming at it.
Issue: Should you pass on a job now to wait for ideal job? • May you all have this dilemma! • Bird in hand.
