If you aren't online...where are you?

Joining the dots. Pic from vasta, usual rules apply.

One of the first questions which gets asked when you're thinking of applying for a job in advertising is about t'terweb. What role does it now play in the greater scheme of things?

I think it's quite a difficult question to answer. In terms of advertising, it really depends on the job it's required to do. Indeed, the same thing seems to apply when considering which sphere to move into when first starting out.

It really depends on you. Some people are more naturally interested in the web, whereas others are fascinated by people and why they do the things they do - or, to be fair, want to be involved with famous work that gets on the telly and gets people talking.

And in all honesty, the choice is getting more tricky. Agencies like BBH, WCRS/Engine, AMV et al, once derided for not 'getting' digital a few years ago - have now begun to win big at the digital awards.

Does this mean you shouldn't work at a digital agency, if the bigger, 'traditional' boys are kicking arse and taking names online?

Well, no. Digital agencies may typically have smaller budgets, and may have to work with the same strategy the lead agency has devised; but, as a result, tend to be smaller. And there's a lot to be said for not being a tiny cog in a very big agency. Sure, you may not get the same sort of traditional training you get in a big shop, but you will get your hands dirty, and quickly. Not be cosseted by an agency which spoon feeds you until you're two years in or more.

Flip that, and sometimes digital shops expect too much on a raw grad, and don't invest in them properly - given the greater responsibility, it can be a nasty combination.

It really depends what you're after at that moment in time. Yes, 'digital' (whatever that term actually means) will eventually permeate every single shop in town. But the mindset might not. I've always felt pure digital shops have had a willingness to share and to learn from their mistakes, where their more traditional cousins haven't. They also don't tend to have the politics which naturally comes with a larger agency and, traditionally, more senior staff on board.

I'm firmly of the belief that, within the first few years of your career, it honestly doesn't matter which side of the fence you sit. You do the job for a few years, and find out just what you're interested in, and, crucially, who at work you admire, and what kind of person you think you'll become within an agency. Will you be the thoughtful planner? The professional account handler? Or a mixture of those? Well, no-one will have any idea before you get there. So use the web to highlight your personality a bit.

Even if you don't really use the internet beyond functional google searches and reading around online, there's nothing to compare with actually using the tools - because they'll help shape the comms industry for years to come.

Before you've gotten in, have some form of presence online. Both Sam and I both had quite major presence online before we got our jobs. It helps when someone has already read your blog/knows a bit about you. If you enter a room with your interviewer knowing your interests, and crucially, how you think - you'll be in a good position before its ever begun.

So go forth, blog, twitter, hook up your music taste to last.fm, keep a delicious, or run a facebook group. It doesn't matter whether it's obviously to do with advertising. If it proves you're self motivated, intelligent and thoughtful, you'll be in a good position.

Even now, i'm surprised when I can't google someone's name and find out more about them. I'd bet this'll get more apparent in years to come.

Rapier are recruiting...

Hi gang.

Short and sweet one. Rapier are looking for an account exec (ability with an actual rapier is a quality I don't think you need, but i'm sure it wouldn't hurt).

Email CVs to nikki.longhurst at rapieruk.com. Best of luck with it.

Lowe Grad Recruitment Film..

That's the logo. Just in case you forget.

Some more activity on the Lowe front.

As you can see in the sidebar, the grad scheme has begun. But, along with that, we've made a cheeky short film for you guys to have a look at, as well as some real life employees' (shock!) views on life at Lowe.



The deadline is the 25th of July, and you can download an application form from the main site. Keep an eye on the Youtube channel - there's some more employee videos to come.

Gifted Amateurs..

He was pretty good, no? Picture via Don3rdSE. Usual rules apply.

Advertising's not your typical career. It's not something where you need to spend a few years converting your degree and winning a training contract, like Law. It's not like Dentistry, which takes seven years of study, with many different specialisms. It's not even like becoming an Actuary, which requires a degree, and then passing many, many exams over the next five years or so (hell, it may be even more than that).

In fact, you don't need a degree at all. And, God knows, with degrees not being the mark of the academic elite, it may even be better to get a bit more life experience, or try your hand at something entirely different - quite a few planners I know are wannabe rock stars.

I'd go so far as to say it doesn't matter your exact background, as all the people who succeed in advertising are gifted amateurs. It's not to put them down, it's more to say there's no precise formula for getting in and on. You just have to persevere, and use your instincts.

Obviously, there are things you can do to improve your chances - such as looking and tailoring what you offer to the agency you're applying, so they can't easily turn you down. Some are more trendy and appreciate extra-curricular bits and bobs; others like some proof of organisational skills. Either way, both are really after gifted amateurs.

You have to be gifted, in that you have to want to understand people to discover things and do well. This is not something that'll happen tomorrow or by next Tuesday. It's something which requires you to put your head down and watch and learn, whether you're an account handler, planner or a creative. It's this which leads to the most interesting lateral thoughts; seeing what everyone has seen and thinking what no-one else has thought (yes, i'm ripping off Albert Szent-Gyorgyi).

You'll never really know for sure that you're gifted; it only happens at the end, when you can look back on a career founded on perseverence, thoughtfulness and a bloody minded devotion to doing the job to the best of your ability.

Also, the amateur part is equally important. If you try to enter the business as a po-faced, incredibly serious 'professional', it becomes difficult to do well. First of all, people will wonder what led to that rod being inserted up your arse. Far better to acknowledge that you DON'T always have all of the answers. Why can't you admit you just have an intelligent opinion based on your own knowledge and research, rather than assuming you know it all?

This helps stop smug planning, over officious account management and junior creatives who make a TV ad and assume they've inherited the combined skills of Bacon, Dali and Shakespeare.

If you have an instinct for people and care about your work (that means taking care of your own output, NOT on getting qualifications which you can point to and say you're an 'advertising professional'), you'll do well.

In short - don't assume you've got all the answers. Do believe in yourself, like ol' Cassius, and keep trying. People will like you a lot more, and you'll do more interesting work.

Opportunities Galore

Pic from eyeballstew. Don't copy it baby.

Greetings.

There have been a bunch of opportunities that have been slipped through our proverbial mailboxes in the last week or so, so here we go.

Lowe London have a grad scheme going for start in January 2010, they're recruiting for both Account Handlers and Planners. As a bonus, you get to direct your gaze upon Will Humphrey every day if you get in - I don't think you need much more incentive to get your application on.
Apply here (click "Join Us").

Next up, Protein OS (which is run by my homeboy William Rowe) is looking for a Media Sales grad to help the awesome Protein Network get up and running as they stretch out to world domination. Mr. Protein is looking for someone with a year's experience in media. If you're interested email me your cv at samismail [at] yahoo [dot] com.

Lastly, an integrated agency in London (that has asked me to keep their name secret) is looking for a creative team with a years integrated (online, dm, and above the line) experience AND an art director with a years experience also. If you're interested send me an email, again at samismail [at] yahoo [dot] com.

So just to recap

Lowe London are recruiting account handles/planners for 2010.

Protein OS is looking for a media sales graduate with a years experience.

An integrated London agency is looking for a creative team and an art director with a years experience.

Every. damn. department. covered. Good luck!

Boogie Marketing

The kind folk at NABS asked me to speak at the IAB a little while back to a roomful of creatives about getting down with digital. I thought it would be the perfect opportunity to unleash some Boogie (Boogie is something Eaon and I have been talking bout for a while, inspired by inimitable Marcus Brown).

I think/hope it went quite well, or maybe people were just being nice. Regardless, as requested by the powers that be at NABS, the Slideshare deck of what I said is below. Thoughts/cyber tomatoes thrown at me are welcome. Boom.

Burying the Banner Ad

View more PDF documents from Sam Ismail.

Dialogue Show: You Should Go..

Pretty much what you need to know.

Hello there. Been holding off posting this, to ensure it got a little closer to the deadline.

Anyway, some lovely 3rd year students from Farnham, on the BA Advertising and Brand Communication class, are holding a show at the Truman Brewery, running from the 28th to the 1st of June.

More details about it are here - along with an interesting blog. You can follow their efforts on twitter here.

Best of luck chaps.