Why Aren’t We Doing a Better Job of Marketing Media?

woman with thought bubble on chalk board
SHARE
THIS



if we want to recruit the best creative, innovative and strategic minds on offer, we are going to have to start selling ourselves as a viable, fulfilling and exciting career option to graduates, writes carat’s tess Murphy.

“So, where exactly are the ads made?”

It was an innocent enough question, levelled at me recently during an office walk-around with a new intern, who was eagerly trying to scope out at what stage in the tour they could expect to be shown where the creative magic happened.

As I delivered the short answer (shorter than walking them around the corner to Whybin\TBWA), that a media agency is not (directly) responsible for the creation of the ads themselves, our enthusiastic intern’s face dropped like Dorothy’s in The Wizard of Oz when the curtain is pulled back to reveal nothing but an old man with a megaphone.

Honestly though, I’m not sure who was more disappointed, them or me.

All too often, I hear new arrivals to the media industry describe themselves as having ‘fallen’ into their role, either through referral from a friend or even complete misunderstanding of a job description. Many advertising and marketing students finish university without ever having even broached the topic of media as a concept, despite the fact that both disciplines – whether creative or client side – will likely necessitate a close working relationship with us in the future.

As an industry, I think it’s time we took a long hard look at the way that media is being marketed at a grassroots level to school-leavers and university students.

We are being consistently overlooked as a career option by the best up-and-coming young talent due to a profound lack of understanding about the role of a media agency within the broader advertising landscape. Among those few who do graduate with an awareness of our existence, we find ourselves suffering from an ‘image problem’.

While the days of media agencies being nothing more than a buying house – a functional necessity to deliver great ads to the masses – are (mostly) over, we are still facing the misconception that the most important skill for a media professional is proficiency in Microsoft Excel. In other words, creative minds need not apply.

In reality, the offering of a modern media agency goes far beyond planning, and the scope for creativity and innovation has never been greater. Across the board, we have worked incredibly hard to prove to clients and creatives alike that we deserve a bigger role in the comms planning process. What we seem to have forgotten, however, is to update the next generation of clever, creative minds.

As it is, media is coming across a little too Home & Away and not enough Hollywood. By that, I mean a launching pad or way into something more exciting for the stars of tomorrow, rather than a long term career option in itself.

Put simply, the best and brightest don’t stay in Summer Bay.

Now, aside from its startling crime rate and concerning prevalence of natural disasters, I happen to think Summer Bay would be a great place to put down roots, as would the media industry. It’s up to us, however, to start marketing ourselves that way.  I would like to see us take a more active role in educating students, within our industry and related fields, as to what exactly is on offer within the four walls of a media agency.

Here at Carat, we are currently working in conjunction with the nation’s top universities to help educate the next generation of would-be media moguls about the opportunities available to them within our industry.

After all, we pitch enthusiastically for the best new clients; we should be doing the same for the best new talent.

Please login with linkedin to comment

Latest News

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine
Red Agency Wins Bio-Oil PR Account
  • Marketing

Red Agency Wins Bio-Oil PR Account

Red Agency staff set to challenge for the record for most people to squeeze into a lift after winning Bio-Oil business.