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.
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]