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Your opinion on VaynerMedia?
3 tips for a fresh AE? What should be the focus?
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What would have been helpful and impactful for me is a deep dive into the various job roles that comprise the ad industry, and real world examples of how they impact the outputs. Ideally this would include the media side (strategy, buying, selling) in addition to the more creative and account management roles.
I second this, very smart idea!
Tough one. The practice has changed so much. Do you start with what the industry was like before the internet? Do you talk about marketing and the five Ps? Or do you get your students excited by showing them great campaigns and the underlying strategies? If I were teaching that class, I would break each class into half an hour of strategic thinking and then the second half of the hour I would bring in a colleague who could talk about a recent campaign or effort that addresses the strategy from the first half of the class. Another thing you can talk about is how the agency model is created to make money off the backs of cheap labor. Since a lot of your students will be in that system soon enough.
The way my fight or flight kicked in when I read five Ps😂
Intro to Advertising: emphasis on the concept that nothing in the industry is one size fits all. Advertising is more than just creative or just data, it touches many points and departments. It’s dependent on vertical or size of company, private vs public, and so much more. I think exposing students to the idea that advertising isn’t just the commercials on television is important as it expands their ideas of potential job careers past their initial purview.
I remember the most impactful “intro” classes I took, whether intro to marketing or law, were the ones the above poster mentioned that included first hand accounts from experts or practitioners in the field.
I’d show a flowchart of agency work from client assignment, to strategy, concepting, approval rounds, budget allocation, media placement, production, airtime, and measurement, with detail at each step.
Secondly, I’d spend some time analyzing the changes to the industry - pre- and post-digital. Where branding was and where it resides today. They should understand the history to fully grasp where we are today. And then change fields.
Advertising concept book
I graduated from portfolio school a couple years ago so pretty fresh. What was great for me was being shown an ad and then to work backwards to figure out the strategy behind it.
Advertising concept book
How to write a single minded proposition - Howard Ibach
Rory Sutherland
Our course was really strategy heavy but I think that was the best thing for us because when you have a great strategy the creative is a lot easier.