How did I end up here...?

Luke Cadman
Account Executive

When people think of agency life, they usually think it’s all glitz and glamour. The huge awards evenings where everybody is dolled up to the eyeballs trying to look more breathtaking than the rest of the attendees; the long lunches in the trendy restaurants; the über-modern swanky offices that are more about the impression they give than the functionality they provide; and the ultra-stylish people with their opulent attire and neoteric hair styles. Admittedly I was one of these people and I thought it would be a great way to make a living.

I had my first real-life experience of agency life about two years ago while on placement from Uni. I was working for a medium sized healthcare company and we were looking for an agency to handle the UK launch of a new formulation of one of our products and the Product Manager I was working with had met an agency contact at a European pitch. The agency’s name was Medicus London, and the contact’s name was Jenny Plant. And so the PM and I came to a nice little place called Kensington Village to meet with the agency.

So this was my first agency experience, and I liked it. The people I met were interesting, the things I saw around the office looked exciting, and most importantly we did have the long lunch in the trendy restaurant! I decided there and then that this was an industry I wanted to work in. I saw the hard work that went in to producing the work for the clients and it seemed very challenging but also greatly rewarding. First though, all I had to do was finish Uni.
I stayed in contact with Medicus during the rest of my placement and my studies, and they gave me advice and help along the way where they could, which I really appreciated. Eventually the time came for me to finish Uni and find that all important first job. I asked them if they knew of any openings in the agency world that may be suitable for a graduate like me. They offered me an opportunity and I grabbed it with both hands. So here I am, sat at my desk in Publicis Life Brands (formerly Medicus London) HQ telling my story.

So far my 7-week career at PLB has been interesting and very busy. Working in a team with two Account Managers and an Account Director, amongst other things I have been involved in building two brands, which is about as exciting and challenging as agency life gets, and it has been thoroughly enjoyable. Of course, I get to do all the less fun day-to-day admin as well, but...you have got to take the rough with the smooth! I have worked with pretty much every person in the office, from other Account Executives, all the way up to the Senior Directors, which has been great experience. I have been included in training which I have found very interesting and will undoubtedly benefit me as time goes on and my client interaction increases. I have been given the responsibility of solely managing some smaller projects meaning I have got a real feel of how a project works, from beginning to end; and finally being involved in the background research and development of some important pitches to clients. Overall my time so far has been great, and I don’t expect this to change, with new jobs and challenges constantly coming in, there is never a dull moment.

My only qualm would be that these long lunches in trendy restaurants don’t actually happen on a daily basis – shocking!!!

Rock 'n' Role: The PLB Supergroup

Greg Porter
Operations Manager

A thought occurred to me the other day. Once the initial alarm-bell-ringing, ear-steaming panic from such an unfamiliar and unexpected occurrence had subsided, another tentative suggestion reared its head – maybe, just maybe, that thought could be articulated for the PLB blog. And that thought, dear reader, was this – agency life is a lot like being in a band. Alas, not the throwing TVs out of windows and driving motorcycles into swimming pools part (2007 Christmas party aside, naturally), but rather the collaborative effort that goes on. From the charismatic front-and-centre guys in the limelight, to the manager behind the scenes who gets them there, via the supporting artists that stick to the shadows of the stage show, to the hired hands who ensure that the lights and pyro run without a hitch... and, naturally, to the captive audience whose attention we are trying to gain and then hold onto.

This blog is coming to you from the Operations Manager of Publicis Life Brands, taking a break from general administrative and financial duties to share these musings. I guess that makes me the bass player or the drummer (stop laughing at the back, accountants can rock out Animal-style too you know), trying to keep the rhythm of the agency without making too much of a splash. Then when I look around me I see the eternal collaboration between the dual frontmen of agency life: the account handling and creative teams – the ever-charismatic vocalists that represent the face of the band, and the achingly hip guitarists with mystique that trade off them. They might not always have the same idea at the inception of the songwriting stage, but with collaboration they always manage to pull together in the same direction to pen the best ditty possible for their public. And, of course, there are the heroic backroom team, the management groups that do not necessarily get to share in the immediate limelight, but make it all possible with their work behind the scenes to get their band on stage.

So here’s a query for you – which band or instrument would you say best represents your ideal working life? There’s no need to be embarrassed, taste is entirely subjective. Unless of course you say Coldplay, nobody’s day could possibly be that grey.

What do I actually do?

Beata Lewandowska
Senior Account Manager

For the whole of my professional career I have been an account handler. Six years ago I started out with the title Account Executive and recently, after progressing through the ranks, I was promoted to the heights of Senior Account Manager. To me, my job is very interesting. To me, my job is important. I feel as though people need me, people depend on me and without me nothing would get done properly. I also get to learn a lot and meet great (and sometimes not so great!) people along the way.

While I enjoy what I do, it has occurred to me that not many people know what my day actually involves, including my mother and even my boyfriend! I can sort of see why these people may not have the greatest idea as to what I do at PLB HQ for 8+ hours a day, but what about my clients? Do they know what my day-to-day activities are and what work I am doing on their account? What about my colleagues? Do the people whom I spend my day sitting next to and speaking to know what I am actually doing in order to try and meet our clients’ needs? What concerns me the most is whether or not they actually see any value in my role.

According to Career Cast, which is a major job research portal, the job of an advertising account executive is one of the most stressful out there. In 2010 it ranked 9th and in the previous year it ranked at 4th, beaten only by the roles of surgeon, commercial airline pilot and photojournalist. It was considered more stressful than roles such as real estate agent, physician (general practice), reporter and physician assistant. If you don’t believe me, check it out for yourself: http://www.careercast.com/jobs/content/JobsRated_StressfulJobs

Apparently “although not physically demanding, work in advertising is emotionally and mentally stressful. Competition and the pressure of acquiring and maintaining major accounts forces executives in this field to work long and irregular hours. The work requires a high level of creativity, meeting deadlines, close attention to detail and self-motivation.” This is a statement which I would whole-heartedly agree with.

Returning to the topic of me wondering whether my colleagues know what I do, I have decided to do a little research to find out. Tune in next week for the answers...

“I love talking about nothing. It is the only thing I know anything about.” Oscar Wilde

Nick Bartlett
Digital Strategy Director

I live in a world that seems to be endlessly noisy. From six in the morning when the kids wake up until late at night I’m constantly surrounded by noise, news, opinion and chatter. How much I pay attention to is up for debate but it got me thinking about how, when I sit down to write this, my mind suddenly goes blank.

Today’s “social” environment allows media, brands and individuals to have the ability to publish and push their content to me through a multitude of channels, without pause for breath. Time to formulate my own opinions outside of this noise seems to be a scarce commodity. Even those that carve through the noise with a more selective approach to content (using bookmarking and RSS feeds) are finding it hard to keep their sources under control. Natural curiosity gets fat online, thinking time is squeezed to make way for more content to satisfy the increasing cultural attitude toward being the first to know and to not “miss out.”
This balance of being useful vs needed is a tricky conundrum when brands approach their social media content strategy. Frequency is often the dominant determining factor rather than target audience considerations or quality; and although you have the ability, it doesn’t necessary mean what you’re publishing is useful, entertaining or most importantly interesting.

Saying things for the sake of saying things can do as much damage as saying nothing at all. Dull communications that don’t resonate lead to content blindness so that when you eventually have a golden nugget that could change your customer’s life, too late, they’re bored, ignoring you or even worse listening to your competition.

Writing blogs gives me the chance to stop and think. Although I started with a blank canvas, I’ve thought about you and how I could honestly create something useful with an opinion that creates a debate. Next time you’re looking at your brand or company’s social media activities, have a think about Oscar’s quote and see if it resonates!

Has it really been that long?

Paul Samuels
Art Director

The other morning I woke up to a rather startling realization, I realized that I had now officially been an Art Director for ten years. Now I’m not usually the most lucid person in the morning and more often than not first thoughts of the day have disappeared from my head in the time it takes me to get out of bed and walk the seven or eight short steps to the bathroom. This one, however, stayed with me and got me thinking.

It got me thinking about how - even in a space of time that has, from my perspective, flown by in a blur – things are really quite different to when I first started.

Way back in good old 2000, when we were briefed on a new campaign we’d be required to produce an ad that would feature in all sorts of journals, a mailer series that would, in all likelihood, end up in a dustbin, a detail aid and perhaps a quirky leavepiece or two. If we were lucky, we might get a bit of TV or radio thrown in as a treat.

Now we can enhance these ideas by going ‘all digital’. I know everyone’s saying it, and everyone’s trying to do it too, but that’s because it’s so worthwhile and it’s where the world is taking us.

New forms of websites where we can connect to vast audiences way beyond a mailing list, where we can be inclusive of all kinds of people and not just tell them what we think they should be told but actually ask them what they want to be told and what they need. We’re producing eDetails rather than just printed ones that allow our story to come to life beyond the printed page. Viral videos, email blasts, mobile phone applications and updatable tweets are all ways we are enhancing our more traditional creative thinking.

And it’s great. I’m no expert in this field so while I’m doing it I’m learning and that’s a great feeling. I mean look at me right now, I’m blogging for crying out loud! And even if it is a somewhat poor attempt, at least I’m giving it a go because, well, why wouldn’t you, this our world now so lets get involved and embrace it. Besides, I may be ten years as an Art Director but I never claimed to be any sort of writer.

Of course I still use all those familiar tools available to me – the still wonderful Photoshop for instance – but now I can enhance my visuals (or actually my ideas) by bringing them to life in After Effects. It’s pretty simple too, all it requires is a couple of highly skilled and willing accomplices within the studio – much gratitude fellas, you know who you are.

When I got my first job in advertising I went into the interview with nothing but an A3 portfolio and my enthusiasm. Who knows, maybe for my next one – not that I’m looking – all I’ll need is mobile phone. Or maybe an iPad. Do I like those yet? Not sure, think I might be coming around though.

PaulS

Like a kid in a candy store

Klara Kallis
Copywriter

The other morning, something special happened. Picking up the post I noticed a small envelope. Across its centre: my name, handwritten.

Ignoring furious pleas from my husband who couldn’t find his towel and was planting big soggy footprints on our stairs, I sat down to relish every tactile reading moment.

Did it matter that the content was less impactful than the gesture?

It didn’t to me. It was good enough.

And so I couldn’t help thinking, sitting on the tube between two kids texting each other, ‘there’s a time and a place for everything’.

In a digital age, there is still merit in the printed page.

The printed page encourages immersion in a single narrative. Even if you could view YouTube on the underground, you may feel aggrieved if your copy of the Metro was rudely snatched away from you.

A well-targeted piece of printed communication has a personal touch which is enhanced by its now-increasing rarity.

It’s all about choice. Having choices. And making the right one.

BT understand. And they play on it. They know they can’t get into the ring with their mobile competitors. No-one’s going to change the world – or even their social plans – from their landline. But they sure can have a relaxed conversation, bringing pleasure to their loved ones (And I’m not saying I like the ad, but I do like the thinking).

As for the laughing mobile providers, could they be losing out to instant messaging? Why chat when you can ‘chat’?

I love words. But I also love my Art Director… because information recall is increased by 40% with the help of visual aids. Add sound and you’ll reach even more people. Take video marketing. Everyone enjoys watching videos, whether they’re more a ‘You’ve been framed’ type or a ‘Jack Ass’ follower. What’s really fascinating though about video marketing is the ability to track exactly what someone clicked onto the very second they stopped watching your film. Clever stuff, but I still smile when my favourite ad comes on the telly.

Mail vs. email, blog vs. print, phone vs. chat, TV vs. video…

I feel like a 5 year old in a sweet shop.

No point arguing that ‘Print advertising is dead’ or that ‘Facebook is the future’. Why not just revel in the fact that we have an amazing array of avenues through which to reach our audience?

World Cup fever

Posted By Matt Ross
You can’t miss it can you? Even if you wanted to. It’s coming at you from every angle. Even my Nan’s Agatha Christie’s Poirot cannot escape the World Cup themed adverts.


Outside our offices we have the largest ever billboard towering over the West Cromwell Road (picture). A Mount Rushmore pastiche, featuring the faces of Rooney, Milner, Walcott and Ferdinand staring down the passing traffic. The headline: Play to be Remembered. Write the future. (The people who chose the players probably wished they could.) Needless to say these were going up before the World Cup teams were chosen, and those in the know mused about the wisdom of committing to idolise players who may not be selected. Still, this aside, the idea of freezing those decisive moments and immortalising them in stone and bronze symbolises everything about the idolisation today’s footballers experience.

Nike has a relevant product to promote, and does so with a grandiose three minute special T.V. ad (notice how there is no shame in using competitors' branded kit throughout). The idea of writing history today may not be new, but the execution of these printed variations on the theme show how effectively an idea can cross both channels and oceans.


The campaign developed in Amsterdam by Wieden+Kennedy will no doubt go on to win many awards, and let's hope that Rooney does become Sir Wayne (although personally I’d rather call my boy Frank) as England move on to triumph also.

But you also have the bad. Peter Crouch isn’t persuading me to buy any more Pringles El Tel’s crooning makes me less likely to buy the Sun. John Barnes embarrassingly rapping in the park for Mars . But webuyanycar.com wins my vote for the most brazen, unashamedly pointless use of a football in an advert ever.

And finally, here is proof that not all gems have to be big and brash to be effective. The strength of an idea can still be relatively cheap to pursue. Like this offering from the Times.



Humorous (when you consider the fragility of our footballers), playful and flexible. Letting you know exactly where they want to meet you for a conversation. I’ll be picking up my copy of the Times each morning. I love it! Post your own ideas of the good, bad and downright ugly World Cup ads below.