I’ve always been a big fan of the Olympics, and the summer Olympics in particular. With the London 2012 Games fast approaching, I can’t help but get excited about the upcoming competitions. One of my favorites is Women’s Gymnastics because of the strength and grace that the athletes exhibit.
In thinking about how to craft this blog post, and give a little advice to our interns and other account service job seekers, I’m drawn to making comparisons between aspects of my career at a full-service advertising agency and gymnastic events.
Let’s start with the uneven bars.
This event symbolizes development of the creative brief, one of the most crucial account service job functions. Why? It entails delicately swinging between the high bar – the business and marketing objectives that the client has provided to you – and the low bar – the insights that you uncover about the consumer, channel, upcoming trends, etc. My advice is to spend the time it takes thinking through it. Ask why, and then ask why again. Top advertising agencies know a good brief takes hours to write, because digging down to the heart of the assignment requires an immense amount of consideration. But, the end result of steering your creative team in the right direction is always worth it! (more…)