Hello!

I'm about to start a new job with my main account being a big beer brand.
I want to study and prepare as much as I can before it starts, and influence myself as much stuff as possible... Both from advertising and outside of it.

Can you please share your tips and recommendations?
Specially Art Direction focused - I really want to arrive and be prepared to perform to the best level possible.

Thank you!!

like
Posting as :
works at
You are currently posting as works at

Drink beer. Relax. Have fun. You got this.

likehelpful

Thanks for the good vibes :)

So do just that—research. Understand the brand, and look at their competitor’s brands as well. Notice what’s unique in the industry, and what’s not.

likehelpful

Thanks for your reply!
That's what I've been doing recently. I'm also looking for good books, documentaries, series, movies, etc.. If you happen to have any recommendations :)

I'm gonna be that guy and tell you the best thing you can bring to the table is ignorance. You'll have plenty of time to get caught in the weeds of the brand rules and guidelines and history and whatever else. Right now, you have the name of a beer brand. And you have your gut reaction to whatever you think that brand is. And that's it. However right or wrong or little that may be, run with it. If you want to research something, do it without putting the brand name or words like "ads" into any search bar anywhere.

likehelpful

I like your point of view. And actually that was the intention of this post; try to find new sources of inspiration to research and learn from outside my area of comfort :)

Check out English and Australian beer advertising. They have done great work for decades.

likehelpful

Noted! Thanks!!
Any of your favourite examples you can share?

Talk to your strategists. You need a deck with some charts.

like

Good idea!
How should I approach this? Contact my future CD or something or the sorts via email?

Research = drink said beer brand

like

It’s not about selling beer it’s about selling culture. I hate myself for sound pretentious but it’s true. Figure out what your brands truth is and find as many ways to fit that into the world we exist in

likehelpful

Not pretentious at all, thanks for the advice

I used to be a server at a high end restaurant/inn. We had to know the ins and outs of whatever we sold, had to know the flavor notes of any alcohol we sold as well as what it would pair well with on the menu. This could be an area to explore bc some people are foodies/beer snobs and like to know what to pair a drink with.

As an AD, looking into the packaging/design inspiration is helpful. I’d go to the site and familiarize myself w the brand, the language, and the visual identity. It also wouldn’t hurt to pick up a pack and try them out and take some notes. Crack open a cold one and play around with the Vis ID and apply it to mock ups and comps so you have it down pat. Could also help if you have access to working files used on previous campaigns, download em and just learn the layout, colors, hierarchy, etc.

Reach out to people in your agency that are close to the brand and know it well. Have them share their research, decks, discoveries, insights, selling points, etc.; their information would be invaluable. Also if they have any contacts that are product specialists, see if you can connect with them, they’ll give ya a nice crash course on the brand/product.

I’ve heard from other ADs that working on beer brands is a blast, enjoy the process and best of luck!

likehelpful

Thanks! This was an extremely helpful comment, appreciate it.

And definitely will do my best to learn and enjoy from this as much as possible.

like

Drink the beer. See how it’s sold in stores, bodegas, supermarkets. Ask people about it.

like

Drink a lot of it. Know the “lore” of your beer. Definitely: understand where the brand has been visually, how it was received by the public with each era. Try to forecast where it can go next. If the clients are big sports people, it doesn’t hurt to know how their teams are doing ;)

helpful

I’m not really seasoned enough to give advice, but I see a lot of beer ads, and I think beer advertising is at its best when it’s fun. So just have fun when you’re in there concepting, the world needs more fun right now anyway.

helpful

So easy to miss having fun when you're too focused on working... Thanks for the heads up!!

like

Would you consider it a comedy beer brand or a lifestyle beer brand?

like

I would say lifestyle... It's one of the big international beers common in UEFA Champions and so

Related Posts

Would would a senior product manager do over and beyond a product manager. We don’t have any seniors at my startup and I’m trying to figure out what I need to do/achieve to get promoted. Any advice would be much appreciated.

likesmart

How do I stay relevant in the Salesforce ecosystem?
I am 24 year old Salesforce Developer with 1.5 Years of Experience. Coming back to Salesforce, I have worked on Salesforce Implementation of Small to Mid Level Businesses which required me to have an all-around knowledge of Salesforce(Admin + Development) on both Sales and Service Cloud. But I wish to specialize in one Salesforce Skill/Path and become an absolute master of it (CPQ, Vlocity, Pardot or tablu,Mulesoft). What path should I choose?

like

I am looking to enter big law. I had a clerkship on a state Business Calendar and am a current first year litigation associate where I have prepared for a trial, taken and defended depositions, and have extensive motion writing practice in tech, business, and employment cases. Is it a waste of time to try and make a move to big law with such few years of experience?

likehelpful

McKinsey & Company Any tested strategy to move from FDD/PMO profile to a strategy/consulting profile?
How would you bring that change to align yourself towards a strategy profile at a Manager level?
Are there any projects/internships that one can do to gain practical exposure ?

EY EY-Parthenon Kearney Strategy& Accenture McKinsey & Company

like

How does leveling work for non-tech (non-swe) roles in Google?

Most information online are tech-specific, e.g., entry levels start at L3. Is it different for non-tech? E.g., fresh grads join at L1, 0-2y experience join at l2, etc.

like

Currently on maternity leave from a small firm with no may leave benefits. Would love to become legal aid duty counsel to get better with life balance and mat leave benefits for kid #2. But I hear it's next to impossible to get a full time position except by starting on contract. Anyone in Toronto have any insight about becoming a family law duty counsel?

How is CG (consulting group) in Iqvia differs than other groups?
Does they have better pay than others at same level?
What position to join with 7 yrs of ex. Is grade 140 appropriate for 7 yrs of ex?
Any thing important to know about it.

like

Looking for professionals who have public accounting/external audit experience who are looking for a career change. I have a Firm funded round(s) of golf (or coffee/drinks for non-golfers) to share more insight on a career at Siegfried. DM me if you’re interested!

Looking to get out of a firm that does majority insurance defense and into BL commercial lit. Wondering if anyone has successfully done this as a first or second year, and if they have any advice on making the switch?

like

I’m torn. I have an offer to join as a Product Manager or but very interested in consulting due to the variety of work. Any advice?

like

My background is in Visual Merchandising, and I am currently working in Merchandising Space Planning at a corporate level. How do I transition my transferable skills into E-commerce Site Merchandising to be specific.

Having 8 yrs of experience in manual Testing
What to desperately change my skill and switch to automation
How difficult would that be ?
Oppertunity wise ?

I’m looking into exiting consulting and moving into product management. Picked up a few books to read. Would a PM certification provide a lot of value? Any other tips are appreciated! Thank you.

like

Hi folks,
I've been hired as a data Engineer in DWH. My joining date is 1st aug. Can you please suggest something i can learn based on the skills/tools used in tiger?
Yoe : 4 years

I started a job with a restaurant as part time they hired me at a higher wage but after working for one week the other manager came to me telling me that they can’t afford what the other manager and I agreed on so now i have to work at less or I could look for another work options, she meant I should leave otherwise. What should I do?

Fully regret completing my MBA at a non target even tho I got into some M7s, mainly for ego reasons. Did the MBA to break into consulting, and I did but wondering if I would’ve been able to get in with MBB through traditional channels had I done M7. Now I’m finding it impossible to even get interviews at MBB

like

I have a few questions for people in consulting roles (both external/internal).

My partner is in corporate banking, but he wants to switch to a consulting/strategy-based role. I noticed people with those jobs typically have an MBA, and also majority of the job ads in similar roles has MBA as either a requirement or preferred qualification. So:

1) does MBA actually improve someone's chance in getting those roles?
2) are there any good Canadian MBA programs you'd recommend?

Thank you all!

like

Is it worth considering a career in Restructuring Consulting in the long term given that their work can be quite cyclical and hinges on the spectrum of the economy.
Or have I misunderstood this? Are the teams always busy with projects?

like

Any advice on how to break into the entertainment law industry in SoCal?

like

More Posts

Do you think we will be able travel by Christmas for a vacation?

like

Have a 7:10 am flight with United, boarding starts 6:20 (no pre check). Taking Uber from old town, so thinking of leaving at 5/5:15 am to be there by 5:30/5:40 for security. Should I leave around 5:20 if no long lines for regular security check?

likefunny

I'm new joinee of Chennai location, is it mandatory to come to office everyday?

I know it's may be depend on project manager, yes any suggestions pls

like

Any good PG near Taramani ? How much per month?

like

If anyone in the group works for Fannie Mae…do you have any tips for the interview process? I have an interview coming up.

I’m also unsure of what to say for a salary range, I don’t want to cut myself short. It is a risk management associate position. I have 5 YOE in mortgage ops with transferable skills

like

I have recently joined NTT DATA. But realised that I am not really liking the project and work here. on top of that they are asking to come back to office. I have offer from other company (WFH) and aware of the work which I want. Should I put my resignation after 2 months of joining in NTT? What could be the negetive impact here?

like

Judge-shopping is frowned upon in most jurisdictions, if not actually prohibited in the local Bar rules or in legislation. So, how do you handle providing your client with necessary advice when you walk into court and see that Judge Hardass is presiding? A colleague of mine is currently facing a Bar discipline panel over warning off his client. What should you do in that situation?

Which is a better Big 4 to join for Business consulting risk- EY or KPMG?

My generation is really f#cked up. It's impossible to save any money. And it's not that I don't want to. Is simply because I can't do it, by the end of the month there is really not much left. I'm exhausted of working to just pay bills 😔 Sometimes I wonder if those people that quit everything to have a better life are really the smarts one.

likefunny

Any recommendations on seaside towns that would be fun for a 5-6 day stay within an 8 hour drive of Boston? Going next week, so not a place that's a ghost town in October.

like

ZS 🐠, how often are you at the office vs client site? I’m curious because I’ve heard they don’t travel much

like

How good it feels to have soccer back !! Looking forward to games every couple days.

like

Anyone received orientation mail for Monday - Oct 17 joining?

like

What do people around here do on the weekends? It seems pretty slow so far

like

Hi Fishes, How is Senior Consultant for 7.5 Yoe in EY India, Service Line - Business Consulting PI . And how much ( percentage) annual bonus they usually give? EY KPMG PwC Deloitte

like

I have 8 years of experience in Teradata; 4 years of experience in UNIX; 2 years of experience in VBA; 1 tool patented; Total 8.4 years of IT exp. What should be my current salary?

like

What is a good salary for a director in NY?

like

As a Creative, do you prefer voice or video for initial project discussions with vendors? How do you feel about follow-up video conferences to go through vendor treatments?

like

I have obtained a terrible habit of working from my bed.

like

Hey Fishes!
Would a Partner or Director mind wishing them a happy birthday even if you haven't had a converstaion with him/her and not under under her department!
P.S: Trying to Network!

like

Additional Posts in Creatives

Quit my cushy job a few months ago because I was totally burnt out and mental health was shot. Thinking about quitting this industry all together - anyone else go through similar? Any advice? Thanks!

like

As a Creative, do you prefer voice or video for initial project discussions with vendors? How do you feel about follow-up video conferences to go through vendor treatments?

like

Things are apparently going to get better after a client will be leaving, I’ll get to work on different brands but I am feeling pretty burnt out from the agency I’m at. Will new clients help? Or should I look elsewhere. Been at the agency almost 3 years, I feel like I need to switch things up for my sanity.

like

What are benefits of working with a content strategist on a project?

What are strong must-have traits of a good content strategist?

Trying to build a case for my agency to hire our first CS!

like

Does anyone have a Getty easy access account they can share we me?

likefunny

What skills do you need to be a creative technologist and where/how can you get them?

like

I hated the Cheetos ad when I saw it last week until I saw all the other ads that came before it today :/

like

Martin CDs who need writers hit me up!

like

Any Deutsch LA CDs out there who wouldn't mind perusing my portfolio? I hear you have some cw openings and I'd absolutely love to work with you and for Karen Costello. DM if so and thank you!

like

Fellow ACDs, how many projects are you usually on at any given time? I feel like I’m on too many to do great on any of them

like

I'm a copywriter by trade looking to improve my art direction sensibilities - any good resources (books, links, other) you'd recommend?

like

Can anyone recommend a slick way to present a website design from Indesign layouts

like

Art Directors. How protective are you of your references and resources? I have a folder with lot’s of textures, mockups that I’ve spent time building. I even paid for some of those assets. So I always get a lot of compliments on my comps and decks. Sometimes someone ask for my files and I really don’t want to since I put so much effort on that. But I also feel bad being gatekeeper of things.

likefunny

Strategies for getting a job at Wieden + Kennedy:

1. Create a competitive shop that will steal all of their clients in the future, forcing them to acquire you today.
2. Become friends with every person at the agency and have them all refer you on the same day.
3. Just win all of the awards.
4. Start showing up to their office with big ideas, and complain about HR not being able to find you in the system occasionally.

Running out of characters, see comments for more

likehelpfulfunny

May we all aspire to create campaigns that inspire such... appreciation.

Post Photo
likefunnyuplifting

Anyone worked for an in-house agency? Pros and cons? Did/do you enjoy it? Would you recommend it? More stable? More money?

Hey guys, question regarding new years resolutions. Anyone know some good books about how to lead better and step up to become a great CD?

Yes, I'm a tragic loser reading this on a sat night. But I love our silly industry and would love other great ad book recommendations.

Post Photo
likeuplifting

What is your secret of success that other people normally don’t have?

What do you think you have that makes you stand out?

like

New to Fishbowl?

Download the Fishbowl app to
unlock all discussions on Fishbowl.
That was just a preview…
Sign Up to see all discussions
  • Discover what it’s like to work at companies from real professionals
  • Get candid advice from people in your field in a safe space
  • Chat and network with other professionals in your field
Sign up in seconds to unlock all discussions on Fishbowl.

Already a user?
Login here

Share

Embed this post

Copy and paste embed code on your site

Preview

Download the
Fishbowl app

See what’s happening in your industry
from the palm of your hand.

A phone with Fishbowl app

Scan your QR code to download
Fishbowl app on your mobile

Download app

Sign up for free to view this conversation on Fishbowl

By continuing you agree to Terms of Use and Privacy Policy

Already have an account? Log in

Sign up for free to continue using Fishbowl

By continuing you agree to Terms of Use(New) and Privacy Policy(New)
Messaging rates may apply

Already have an account? Log in

For account settings, visit Fishbowl on Desktop Browser or

General

Legal