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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Campaign Brief May-June 2013
Would you be prepared to get involved, to create and contribute? Sometimes, these qualities are found in people you wouldn't usually expect. Take stand-up comedians, for instance.What do they have to do with advertising, you might ask. Let's take a look. Typically, they like to watch people. Not in a creepy way. It's more of a why-on-Earth-do-people-do-what- they-do way. And then they give it a punch line. Brilliant. No one can find those weird and wonderful insights into human behavior quite like a comic. They'd fit nicely into a strategy department. Then, there are pinball wizards. They bring a lot to the table, even if it doesn't have flippers on either side. Competitive and technical, their battle is to crack the machine's code. Hit the right angle with the right velocity at the right time and your name could end up in flashing LED lights. It's just like solving a puzzle. Which is what digital developers do every day. Only their computers are much smaller, quieter, and aren't found in the corner of a pub. Now consider doom-metal drummers. What could they possibly provide, apart from a questionable iTunes® library? Well, more than you might think. Playing a slow and steady rhythm at forty beats per minute may sound simple, but it takes creativity, precision and attention to every little detail. Speak to any art director or copywriter and they will politely inform you that it's the same when it comes to making an ad, even if it doesn't involve distorted guitars and vocal growls. These don't sound like people you'll find in a typical advertising agency. Maybe that's why they're typical. Exceptional agencies are made up of exceptional people who are interesting and interested. They have fresh perspectives and new ideas. They are committed, passionate and see every day as an opportunity. They are the kind of people that a fully integrated, modern agency looks for. Do you think you're one of them? If you see advertising as a nine-to-five job, maybe you should try something else. Gardening, perhaps. (Many advertising people happen to be creative green thumbs, mind you.) The best in the business don't just take their work home with them; they live and breathe it each and every day. Weekends included. Why? They love what they do. No matter what the channel, be it online, mobile, broadcast, experiential or print, the principles remain the same. It's all advertising. Done well and done right, it can become something inspiring. When you combine a passion for advertising and creativity with writing jokes, playing pinball or bashing the drums, anything is possible. That's what's exciting about working at a great agency. The next amazing idea isn't going to come from flicking through award annuals, stealing from Seinfeld or spending hours on YouTubeTM . It could come from anyone. Maybe even you. Whether you're currently working at an agency, or want to be in one, first ask yourself this: do I have the passion, commitment and drive to work at a successful agency? If your answer is 'yes', you may just be the person the WA Campaign Brief Agency of the Year is looking for. Email email@example.com and find out. Who knows? You might turn one of those hobbies of yours into an advertising career.
CBNAT JAN-FEB 2013
CBNAT SEPTEMBER 2013