Getting into the advertising business

The TV soap operas always show doctors working around the clock and admen skiing in Aspen - in fact, it's more likely to be the other way around. Great advertising people work longer hours than anyone else because they're consumed or obsessed by the business - which is why their divorce rate is so high. It's a b!tch of a business.

Second only to appeals by charities I, like most others, receive many requests from aspirant adpeople asking how they should go about making a career out of advertising. And they invariably whine and moan about agencies not wanting to see them: "how do I get the experience they demand if no-one will give me a start?" is the common complaint. Well, you kind of have to figure that out for yourself. Nobody said it would be easy and, contrary to what you may believe, the world does not owe you a living.

When I was given my first break at Ogilvy (VZ in those days), I had been trying for two years to get out of selling space and into an agency. Within six months of joining them I had five offers of employment from agencies who'd previously turned me away. They were moments of exquisite joy when I turned each of them down (politely, of course).

Basically, there is no formal route. It's very much a case of who you know and being in the right place at the right time. But nobody should consider joining an agency or client until he/she is fully familiar with, and understands, South African media, because that's where it begins and ends.

The ambitious person will need to know the 'who' and 'what' of media before being of any value whatsoever to anyone - and this applies to any section of the advertising business. A copywriter, for example, who does not understand 'how' people read a newspaper will never be a great copywriter.

Media experience can be obtained in many ways - as a space salesman for example, or as a secretary, technical assistant, clerk and so on.

The point is that, until you have a sound knowledge of how media works, you cannot consider advertising employment in any capacity - whether it's copywriting, account servicing or in the media department.

The serious student will also want some form of further education, such as from the AAA, for example. Another good idea is to join your local AMASA (Advertising Media Association of South Africa). They have regular monthly meetings - generally with good speakers - and you get the opportunity of chatting to others who are already "in" the business.

© Shao-Chun Wang – 123RF.com

Hang around in the bars that admen frequent. Go to as many industry functions as you can get invited to. Speak to people - don't be afraid to strike up a conversation. And always, but always, look good. A tattoo won't necessarily stop you getting a job, but why risk it? Why take the chance of offending the person interviewing you? Tattoos are generally not a good idea. Dress smartly - a lot of people will tell you it's okay to wear jeans and a t-shirt for a creative interview - sure it is, but if you take a little extra effort and wear some smart-casual or even formal clothes, you improve your chances because it shows respect.

Another good idea is to subscribe to my blog where you'll pick up the odd fact or two about advertising (brewersdroop.co.za).

However, the most important credential you need by far, is to understand is that it's a BUSINESS, so you need to have a keen understanding of financial principles and how to run a profitable organisation. It's not necessary to become an accountant - but you need to know what an accountant does. Understand what ROI means. Understand that every thing you do in an agency should contribute towards its profit.

Keep in touch with potential employers. They'll never keep you name on record (even if they promise to), but don't pester. Send them a short, polite note every now and then. Find out their birthday and send them a card. Be seen.

Always be optimistic but be aware that you have to try harder because, every year there are upwards of 100 people for each good advertising job available.

Good luck! (And by the way, be very careful what you say on Facebook - a serious employer might find out stuff about you he doesn't really like. Just saying.)

az.oc.srewerb@sirhc

Read my blog (brewersdroop.co.za) or see what other amazing things we do at brewers.co.za

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