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billboards, backlit walls, bus shelters, cantilevers, glass facades, flagpoles, gantries, glow cubes, King Long buses, Metro signages, pole kiosks, subway panels, skywalks, standalones, malls, and airport displays
Holding groups in Marketing communication:
1) Omnicom Group
Companies y Advertising and media
180 Amsterdam / 180 LA, AI Advertising, Total Advertising, AdSource, Alcone Marketing Group (Retail/Promotional Marketing), AvreaFoster, Arnell Group, BBDO Worldwide, Colangelo, Proximity Worldwide, DDB Worldwide, Downtown Partners (Toronto), Element 79 Partners, FAME (retail brand agency), Goodby Silverstein & Partners, GSD&M, Mudra Communications, Martin|Williams, Merkley & Partners, Omnicom Media Group, Organic, Inc., Prometheus (advertising), RAPP, Red Urban, Rodgers Townsend, TBWA Worldwide, TEQUILA, Tribal DDB, The Integer Group, The Kern Organization, The Peter Group, Topak Marketing, Inc., TracyLocke, Zimmerman Advertising y Business to business
Doremus & Co. y Media planning and buying
OMD, Resolution Media, PHD y Channel and field marketing
CPM Group, Creative Channel Services, Marketstar , National In-Store, Pierce Promotions & Event Management, Unisono Fieldmarketing y Public relations
Beaupre, Brodeur Partners, CONE, Fleishman-Hillard, GPlus Europe, Ketchum Pleon, Porter Novelli International y Customer relationship management
Singer Direct. Javelin Direct.Agency.. The Integer Group. The Integer GroupThe Marketing Arm. public relations specialists (ex. KPR. Grizzard Communications Group. Wolff Olins [Brand Consultancy]. Octagon). Unit 7. Recruitment Enhancement Services. LIVE Communication... Inc. Interbrand. and Lowe and Partners Worldwide ± as well as a number of domestic integrated agencies and global media networks. ipsh!. Hornall Anderson. Live Technology y Market research Hall & Partners Group. SinoTech Group y Specialty Bernard Hodes Group. sports marketing (ex. RAPP Worldwide. McCann Erickson Healthcare) and digital agencies (ex. The Beanstalk Group. MobileBehavior. Shift Siegel+Gale. Eden Communications Group. Harrison & Star Business Group. Changing Our World. Jack Morton). Hall & Partners. Seragini Brand Design. Cline Davis & Mann. Interbrand Zintzmeyer & Lux. R/GA). Draftfcb. Radiate Group. Lab9. LLNS.. It has three global brands that provide integrated. M/A/R/C Research 2) WPP Group PLC (NASDAQ:WPPGY) 3) Interpublic Group (NYSE:IPG) Interpublic operates in more than 90 countries worldwide. Davie-Brown Entertainment. Initiative and Universal McCann (now known as UM).Doremus & Co. Russ Reid Co. Weber Shandwick and GolinHarris). Targetbase Marketing Inc. FutureBrand). U. Critical Mass Inc. Zócalo Group y Marketing technology Code Worldwide. These include corporate branding (ex. Corbett Accel Healthcare Group. Marketing & Promotions y Outsourcing services Sellbytel Group y Full-service marketing agencies TPG Direct. healthcare communications (ex.S. Direct Partners. Kaleidoscope Productions. Interpublic has agencies that serve as marketing specialists across a range of channels. Dieste. . In 2008. AtmosphereBBDO. Alcone Marketing Group.. market intelligence and return-on-marketing investment analysis for clients. GMR Marketing. Millions of Us LLC.com. Innovyx. Interpublic created a management entity called Mediabrands to oversee its two global media networks. largescale advertising and marketing solutions for clients ± McCann Worldgroup. Harmel & Partners. LatinWorks. experiential marketing (ex. which provide specialized services in media planning and buying.
Campbell Mithun. Ansible.. Reprise Media. Hill Holliday. Adair-Greene McCann. Draftfcb Healthcare. headquartered in Paris. R/GA. Deutsch Inc. GolinHarris. KRC Research. Geomentum. Siboney. ICC Lowe. MAGNAGLOBAL. Campbell Ewald. Jack Morton Worldwide. Atelier Amuse. Hacker Group. Outdoor Advertising Group (OAG).. Carmichael Lynch. Lowe and Partners Worldwide. ID Media. Cadreon. RIVET. Dailey. IW Group. As of 2010. Tierney Communications. The Martin Agency. Inc. Casanova Pendrill. France. Mullen. Fitzgerald + Co. the main subsidiary companies of this group are: Advertising y Global networks Leo Burnett Worldwide Publicis Worldwide Saatchi & Saatchi y Other creative networks and agencies Bartle Bogle Hegarty (BBH): Publicis Groupe holds a 49% stake. Cassidy & Associates. Fallon Worldwide Kaplan Thaler Group Burrell Communications Group (49% owned) Bromley Communications Digital and Media Rosetta . a Lowe and Partners Company. TM Advertising. DeVries Public Relations. Current Lifestyle Marketing. Future Brand. Momentum Worldwide. Avrett Free Ginsberg. Segal Licensing. UM. NAS Recruitment Communications. Jay Advertising. ORION Trading. PMK*BNC.Some Interpublic companies include: Accentmarketing. Initiative. Carmichael Lynch Spong. MRM Worldwide. Gotham. The Axis Agency. McCann Healthcare Worldwide. HUGE.NSA Media. InnovationsDigital. IPG Media Lab. Draftfcb. McCann Erickson Worldwide. Wahlstrom Group. Marketel. Weber Shandwick 4) Publicis Groupe (NYSE:PUB) Publicis Groupe is a French multinational advertising and communications company. Octagon Worldwide. Translation.
Havas Media. operating on the communications consulting market through three main operational divisions: Euro RSCG Worldwide .VivaKi Digitas Starcom MediaVest Group MediaVest ZenithOptimedia Performics Razorfish Specialized Agencies MSLGROUP Publicis Healthcare Communications Group Médias & Régies Europe Mobile Phonevalley 5) MDC Partners (NASDAQ:MDCA) 6) Havas (Delisted from NASDAQ) ± (French pronunciation: [avas]. Euronext: HAV) is the second largest advertising group in France and is a "Global advertising and communications services group" and the sixth-largest global advertising and communications group worldwide. Arnold Worldwide PO ± Purchase order What skill sets/experiences do you look for when hiring an entry-level employee? .
but we were talking earlier in a conference call and I think it's important to know what kinds of jobs we're talking about. you need to be really organized. Rene Bruce: Well. which is the client contact area. media. and you're trying to stay on deadlines and make things happen. Marketing skills. you need to be passionate about advertising. and research or account planning. You know what I mean. to be able to understand markets. and in each of those areas. the sales promotion area. we are talking about jobs in the advertising business or what you would traditionally call the advertising business. you need to get excited about what you just saw. You need to be very organized. So. so maybe it'd be helpful if we qualified that. I think all of our agencies are involved in what we call total communications. You need to be looking at commercials.I think we'll probably each talk about those specific areas. You need to be able to coordinate teams and make things happen. So. So. and the interactive area. when we talk about skills -. Steve. they need to help coordinate the team. Do you want to add anything to that? Anne Melanson: No. and it's the person that represents the agency to the client and the client's needs to the agency. in some instances. which creates the product. You need to be able to handle difficult situations.Anne Melanson: I think. I think passion goes a long way. we hire in our agency entry level people at an assistant account executive level. the direct response area. So. trying to figure out if it's effective or not. I guess. who the target audience is. I'm trying to think. those are going to be the areas that we're going to be talking about. just for purposes of this discussion. you shouldn't be changing channels on commercials. it's a quality. just to give you an overview of what account management is. which is buying the venue for the product that's been created. a lot of internal requests. which now includes internet and interactive agencies. a lot of client requests. As an account person. both written and oral.your question about what skills are needed -. Agencies do it differently. so they're really the go-between in a way. Just really getting excited about it and talking about it. that's pretty fair. when we talk about jobs in the business. For an assistant account executive. analyzing it. the account person. You should be the type of person that's kind of looking at it. . Communication skills are really important for account managers. it might be helpful. difficult people. and I don't know if you've covered this. first and foremost in any position in advertising. PR a little bit. creative. So. there are generally four disciplines. But they're also seen as sort of the center of the wheel in pulling together all those different functions that Angel's talked about. I think you need. because the client and your bosses at the agency are really going to be looking to you. to be able to understand what's happening in the marketplace. handling budgets. I think for an assistant account executive. So. So. and that does require some marketing and analytic skills. You have a lot of contact with clients. you're juggling a lot of things. the skills you need. I think analytic skills. It's really the direct liaison with the client. Its not really a skill. the disciplines being account management.
But if I had to pick one thing. Each agency has a different culture. to be creative. is that for myself I'm looking for a very positive person. it's a lot tougher than it seems.and I always say if a person comes in and says. you know. Actually. So. they're probably going to hate wherever they go. if they say to me. At least account management. I love everything I've done and I want to work for you and I'm going to love working there. I'm probably not going to hire that person because if that person hates something. You have to be aggressive. These are all really pretty much crossdiscipline. They generally work as a team. Steve Norcia: Account management is more than just being bushy-tailed and enthusiastic. I do sort of advising our recruiters on what to look for -. There are other jobs in creative. well.Rene Bruce: And I think also a general awareness of culture and what's around you. and this is kind of across all these disciplines. Are these qualities also the ones you look for in entry-level creatives? Anne Melanson: Creative in the agency business is generally the copywriter and the art director. a person who is going to fit in well with the culture. to be strategic. The analytics and the thinking about the client's business and what you're really there for in the long term. I think the best teams work together. I want to work for you because I hated my last job or I hated my job before that and I don't like what I do. that they're sort of interchangeable in that sense. to be a marketing person. So. A good copywriter will have a good sense of a visual. The other ones start off being disciplined right off the bat. are all very. You have to be assertive. of what he or she wants to see.I don't do the interviewing myself. So. You have to learn what fits where. That's the basic definition. and one doing the graphic or the visual. well. but they really all support the copywriter and the art director. sometimes an entry-level position with training programs and everything else rounds you out as a person but it's easy to get persuaded into the fact that if I do a good little Dooby kind of work here. Now they got my attention. one doing the copy. and a good art director will have the same sense of copy. probably know each other so well. I'm going to be fine. if a person -. . Would you agree with that? Angel Rivera: I think generally. account management's got the biggest problem in this area. very enthusiastic person. although that's a great big part of it. You have to be able to think on your own. So. Now. In actuality. I look for positivity all the time. not totally focused on work but have outside interests in movies and trends and in what's going on the world because that's what advertising is about. if you think it's a lot easier to just get into it and just be enthusiastic. that's just so we all understand what we're talking about. very key elements. what you would see as copy. I think you need to be a curious person and just well rounded in that way.
even if it means taking additional courses at another school where you can really get that experience. very different in the way they look at creative and the way they look at clients and in the way they actually do creative. Take an idea that you've had for a product or a service and put together what you would think would be a good ad. Ask them if they do any advertisements. In some cases basic skills but for a very junior person. and ask them. I guess I would make a couple of points about trying to get a job in the creative area. That's why agencies are different. go to a local retailer in your neighborhood around school. Possibly even a class. The other thing you can do also. published an article. everything I've done is terrible. It's really to show where you're level of creativity is coming from. Same thing on the art side. my words to you would be don't be discouraged because one person that you see says the book is terrible. if they do local newspaper . It is as you said. because you'll meet other people. Rene Bruce: That's the way our agency is. too. if you're particularly interested in creative. I think we all hope that that will change and that there will be more jobs. but I haven't had a job yet. at least at Saatchi they're hard to come by. You could be sitting saying. Let's say a print ad is usually easier to demonstrate. Patty Enright: That same person just got hired at my agency! It's true. you need to get some work together. It's absolutely true. well. what kind of work would you be interesting in seeing? Typically a copywriter. for example. You have to keep heart and you have to plough ahead. will have maybe worked for their school newspaper. a bunch of crap. keep in mind that you will meet different people. Also. you bring it in to see somebody and you may get a point of view from that person that totally throws you and says. You can't graduate in June and then say. That's why each of our agencies is very. But right now entry level jobs are significantly fewer than in account management or media. is the nature of creative. as Patty said. I think I'm going to go talk to one of the agencies represented as an art director candidate or a copywriter candidate. So. But that's the way we work.Patty Enright: I think in terms of someone like yourself. and other people will have a different point of view. an advertising class. is go to a local restaurant. been in creative writing classes where some of their sample projects could be considered portfolio items. you have to be thinking about it really today. Anne Melanson: One of the things that you can do is do a speculative portfolio. who hires all our creatives. go back and do it again. I think entry level positions in creative are pretty difficult. sitting out there saying. ladies and gentlemen. which would include samples of your work. where you had executed a campaign. written something. You have to come prepared typically with what we call a portfolio. So. there are fewer jobs in creative. you've put your book together. "do I want to be an art director or copywriter or even go into an agency to apply for that kind of job". We have a creative manager. and he really doesn't even look at people without a book. And that. you have to really be thinking about that a little early on and prepare yourself to go in with sort of "this is what I can do for you" kinds of work samples. If you bring your book in.
or to simply hang around in a new business pitch.but particularly creative. What kinds of experience do you look for from college graduates? What would give us the edge? . Going to Fordham. where you can see all kinds of thinking that goes into what ultimately makes the client presentation. Because you'll know better what kinds of things to start in your portfolio and probably develop a little bit of a confidence about bringing your book in and. Angel Rivera: The two areas where you might be able to have some immediate impact as a young person out of school would be.I mean. if you could talk to some people in agencies as you're going along and get their point of view. not just think it's a great idea because I paid attention to it. That's something that's easily corrected. not because you should be ever so ingratiated to carry boards or whatever. when you're developing that book even now. because you are going to be getting questions from people that you talk to like. to see what's going on. I think. but to be around that sort of stimulus. Anne Melanson: «you should be able to answer questions. if you're a Fordham student. I think that would be very helpful. for any area -. and let's assume that you guys are juniors. as Patty said.advertisements. I would say even banner ads. go the Fordham site and say. Here I think is where you can get some guidance. That's all fantastic learning. So. in the direct advertising area and in internet marketing. taking the advice that you get and trying to learn from it. Look to do something around whatever the message is. do you guys have a web site? If not. Those are things that you can collect for your book and keep." So. can I help you build one? Or can I help you with this kind of thing. and ways in which you can prepare yourself for that is maybe even building your own web site or helping others build their web site and using that as your portfolio. in a creative department. Of course. particularly as it relates -. even if it means being in place. get an internship if you can. somehow getting involved in that through school. to see what's good and what's not. That's an enormous. as Anne said. to see what goes on. "That looks great but what does it say?" "Why did you do it?" "Why is it targeted to this audience? It wouldn't seem to work there. internships are another opportunity. That way you build up some of your skills and you have some experience. I would say. even your school paper. to be around the individuals when they're talking about what makes a good ad or what doesn't make an ad. If. you need to be prepared to really answer those hard questions. enormous opportunity. and of course as you get more experience. get their words of advice and they can help guide you in this process. and that's generally the mistake that I see. The direct and internet are two areas where a young person can come in and have immediate impact.
So. some kind of experience. whether it's a sorority or a fraternity. So. Again. and we sit down and certainly I look at all of them. leadership. "we want somebody who has experience working with a beverage company. What is it that people are looking for and how can I get this on my resume? Patty Enright: I think the other thing that certainly I always look for is anything that's going to set you above or apart from someone else. Anything that's going to show commitment and sort of stick-to-it-iveness. fine. We're in a very collaborative environment. You can read up on these things through Ad Age or Adweek. that's even better. weekly magazines. did you have to go to work everyday at a certain time? They sound very basic but at the same time you'd be surprised. I could search for other skills. you had a summer job. You talk to them and they did it for a week.hopefully we see all of you well beyond that first job. any sort of participative. we're not looking for people who are just tunnel vision. competitive sports. My favorite resume is always. Okay. So. Brand is a key term. All school and no play. just to follow up on that. in other words. So. and you'll see the words and the new terms and the new paradigm. volunteer activities. you want to look for and you want to prepare and know what those key terms are. if you have a second language. if you've got an opportunity to travel to a foreign country. Those things. authority. maybe like travel. and then the rest of the time they spent on the beach.Angel Rivera: An internship. Maybe you were the secretary for your sorority or fraternity or whatever. because we don't work alone in this business. like searching for resumes of candidates who speak Spanish. Don't be afraid to show your individuality. anything that can demonstrate a team. But we're looking at you today for the first job opportunity but what we're really looking to do is say. I would look for language skills. anything that can demonstrate your association with your university or schools. and also rounding in terms of your experience. But . and you have to sort of think ahead. job related. anything that's going to demonstrate your ability to be part of something and committed to something. We work in teams. we were talking about scanning resumes and us sourcing candidates through these scanned resumes. to the point that he made earlier. In fact. Were you a big brother. How this works is the database is created and we look for key words. certainly any job experience that you have had. So. All the resumes that have those keywords would then be forwarded to the hiring managers. does this individual fit into my organization culturally and do we see -." I would look for the word beverage on people's resumes and the computer would search for that keyword. I think this is one industry -. Anything that's going to help you. if I get a call from Foote. But where are you really demonstrating responsibility. debate. if you have a third language. Cone & Belding. Rene Bruce: Yeah. were you a big sister? Did you work as a candy striper in a hospital. Yes. any type of cultural experiences which are going to have a broadening experience. all should be part of your cover letter and your resume. sports. we do get lots of resumes.I love working in this industry because I meet so many interesting people with various backgrounds and all these outside interests. So. I would look for key words. you know. I scooped ice cream on Martha's Vineyard for the summer but I was responsible for the cash register.
your pay will go very. and also read Ad Age and Adweek. By the time you get finished with the list. go to the Ad Age web site. not what they read in the trades. there are a lot of people who are applying for jobs. The key I think here is if you're thinking about how to write a resume or how to write a letter to an agency and how to get their attention. go to business-to-business. they've done their homework. as Rene said. this sounds really basic. I think you do need to understand that there's a lot of competition. across all the disciplines. you need to be thinking about it. and you have to have talent and perspiration. but you've got to have the goods. they'll also figure it out and they'll send a car for you. and if you can't read them because you don't want to buy the newspapers. With some bit of thinking or some bit of experience or some bit of integrity or whatever it is. at the risk of sounding a little less Pollyannish (pleasantly. If you want a job in advertising. Rene Bruce: Please. what do you mean by business-to-business? Well. So. You've got to go see movies. That can make you stand out. every day. And think about every stalk.if you put it on your resume. tell me about some ads that you think are effective. One of my students emailed me and said. Steve Norcia: See. know. but you've got to communicate that you're a communicator. they'll figure it out in about a minute and a half. be able to talk about ads. This is not an easy business. which might seem a little bit at odds with what we're talking about here. be ready to talk about it. it isn't about just asking questions. But the issue is you have to have some talent. one of the other things that you can also do is you can read The New York Times and The Wall Street Journal. We probably get 30 resumes for every job that we have. what they don't like about it? What's their beef about ads? What's their point of view on First Amendment . it is still a very competitive market. you'll know what business-to-business means. I always ask the question. They have a point of view. optimistic). If you don't get it. You have to listen to what the beat of the industry is telling you and you have to get it. And if you prove your worth. probably quicker than any other business that you'll ever imagine. very quickly. I want to know what they think about advertising. You do need to know. and I'm constantly amazed at how many people can't talk about it. and one of the reasons why the pay may not sound like what the Wharton guys are getting is because primarily that's the entry level. There's a tremendous amount of due diligence and unraveling that you have to do on your own. get on the web and get on there. as my class does every week. is just think about a wheat field out in Ohio somewhere. and Microsoft at the top of the list. You've got to read books. while it is a terrific market for people these days. So. too. particularly grads coming out. and figure out why one stalk is going to stick out from all the others. The people that you're competing against are people who. but if you get to the interview point. 100 leading business-to-business advertisers. But if you get it. I want to know what they like about it. You've got to understand commercials. Anne Melanson: Let me throw out something. I have a particular interest in finding out what people's point of view is. That's the way you kind of get an agency's attention. even unrealistically.
So. They had the technical expertise but they also saw what was happening in the world and the need for a different kind of communication. So. There are a lot of things. what does that have to do with advertising? It has a lot to do with advertising. I think what all of our agencies are looking to do is to partner with those technical companies or to have. Somebody may think. And. you're going to be successful in advertising. think about the frustration that you have when you click onto a site and it's hard to get around. we used to say we want renaissance people. this can work. but they're not the communicators and they're not the people who are going to make it visually arresting and visually attractive. Think about the internet entrepreneurs. as part of our own organizations. and more and more you're finding« I just saw that an agency recently partnered with Sun Microsystems. What forms can internet marketing take besides banner ads? Anne Melanson: I have a personal point of view about a lot of what we see on the Internet now. but you really do because the most successful advertising people are the ones who know about the world around them. and that is that I think so much of what has been developed on the Internet so far was driven by the technical expertise. and they'll even pay money every month to do it. If you really have a sense of what's going on in the world. and I just see a tremendous opportunity for people coming in from the creative side who can bring to that technical expertise the communications skills that are needed. Once having seen these things. . because I think people aren't reading enough of the general interest newspapers and publications. I was delighted to hear you say The Wall Street Journal and The New York Times. there are a lot of iterations and there are a lot of kinds of partnerships that agencies can do with the technical clients. well.rights. it's not pretty. So. Steve Case said. the technical end of it. I mean. It's really being able to understand the technical part but being able to get people through it in a very easily understood and communicative way. bang. which is a little clichéd. So I think you'll see lots of opportunities for that. they had the vision to say. they didn't get to where they are by just reading technical journals. the back end. they do a great job. it's really the blending. Because in advertising. and clearly Sun has decided that in some of their applications they need these communication skills that they don't have in house. so that we can offer a full service to the client. It isn't just by reading the trade journals or by staying just in the marketing arena. it's not intuitive. I'll bet I can connect all of these people in the world through an internet connection and keep it simple and people will come flocking. That's because techies.
which is some of the clients today come to some of the larger agencies. I guess. A lot of people aren't very organized. it's very. creatives. much more important now than just attracting someone to your web site. The web sites need to factor into the overall marketing plan. the interactive. media. that's where all of the excitement is coming. they deliver online and offline interactive solutions with data-driven planning and measurement. it's not to the point yet that you have all of the barriers to entry as you would in the traditional advertising environment. very stimulating and very exciting. very hot area of advertising. But I find that if I have an opportunity to spend time with the interactive people or with interactive accounts. which is really how Anne opened today to the first question. I want you to do my general advertising. what happens? Do I stay long? Why do I stay long? Getting that kind of information and feeding it back to the markets is very important. It's really evolving everyday. So. I kind of want everything you offer. which is like True North or one of the holding companies. They need to understand client relationships. it's a tremendous area for growth and it's probably not to the point yet. There's a lot of these agencies within agencies that are all devoted to the web. I want you to do my print campaign. A lot of times it's not perfect because they're growing and they're organizing and they're changing and they're moving space every day because they're getting bigger. they're really doing the consulting behind the work. Steve Norcia: This is a very. Bozell Silicon Valley and Stein Rogan & Partners. For those of you who are interested in it. for example. which is there are account managers. R/GA Interactive. although it's getting there pretty soon. You have here the biggest agencies in the world. So. Patty Enright: I would just add one more point to that. you know. These digital marketing communication companies don't just build web sties and create banner ads. sort of that television stuff. for really a holistic view. as we're representing today. The closure. I want you to do my web site. the one-to-one discussion with a potential customer is important. which is owned by Omnicom. It's kind of exciting. But why they're coming to us particularly . I want you to do my direct marketing. and have a technology avocation. It's very exciting. as you've mentioned. They may come to a large agency because we can offer all of those services." For example. including DDB. They're very entrepreneurial.Rene Bruce: Our interactive division is structured much the way our main agency is. through some of these divisions or units that may have our same brand name or not. We have companies called Razorfish. and I want you also to provide me with insights on the purchasers. they'll need a lot of the same skills that they would need in the main agency. not just "here's the creative. agency. I'll just use Coca-Cola. could come to a particular agency and say. Organic. When you enter the Air Force web site. Angel Rivera: We just launched a new company called SixtyFootSpider to complement other digital brands under the True North umbrella such as Modem Media. DDB Digital. and that's where all of the growth is coming.com. that's the way we're structured right now. So. so they have to understand strategies as well. a client. we work on the Air Force account. So.
jump in if you disagree -. possibly even go to a section on the web site that's called something like job opportunities or employment opportunities. creative. I'm available at 3:00 o'clock. do we? No. and they don't list the who. So.and this happens all the time because of the kinds of responses -. We still get lots of mail. I'm forever amazed at people who just call up and say. So. How do I get a job at one of these agencies? Or how do I start my job search? Patty Enright: The answer is huge. Or make a total switch to not using the logo in red at all but carry the message through all of its mediums and reflect it in their web site as well. a very traditional letter. You'll learn. and that is contact your alumni office and find out who's working at the agencies and get in touch with them and network until you're blue in the face. media or whatever. you could call the agency and ask who the entry-level recruiter is. However. it's something I look for and it's probably just because I'm getting old. Because most of us -.when they want our services from our different companies within our main entry is because they want a total branded program for the customer. You'll probably get it directed immediately to the proper individual. They want Coca-Cola to be the same and have the same red in its promotional pieces as it does in its television commercials. In some cases a client may choose to go to the person. But I would encourage you certainly to go to web sites.you may get sort of transferred to a voice mail that says. it's a whole other reason to consider. So you can go to the web site. Again. continue to do it that way. I'd also really encourage you all to do a little bit of research on the internet. they want Coca-Cola to look the same around the world. we receive . can you see me? It's nice if we're free but I think probably introducing yourself in another form is probably better.I'm expecting all of us -. It's easier. and apply online. here are the names. Go to web sites. particular web site. It's anywhere from write a cover letter. You'll learn about the jobs. So. if you're interested in the following. To the extent that we could get your resumes online.we'd rather see it that way. It's something we've learned.I mean. I also would suggest that if you are on the internet or on a web site. but it's sort of the way you do everything today. and really then go specifically find out if we're looking for interns or we're looking for assistant account executives or a starting out copywriter art director. suggesting why you want to work for the particular agency. It's the way you really all know how to work. Or why you want a job in account management. Rene Bruce: I'm going to throw out another recommendation. the individual company that's going to provide the best service or whatever is going to answer their marketing need at that time. probably in each case learn a little bit about these entry-level opportunities. is if you've really directed it to the right person and that that individual does work for the company.probably will accept your resume online. We get lots of telephone calls. Because I think all of us. snail mail. I think -. Be prepared to either get -.
But I've gotten a lot of people who come through other account executives I work with in the agency. regarding the web sites. that would be interesting. Also. all the agencies have very good web sites. if you've read something about him. if you go to WPP. Obviously. and Omnicom. I think. demonstrate that. I met with them. This is a creative industry. . as far as cover letters. that was the point about making sure that you've got the person. There are always salary studies going on with career placement offices to see if agencies are competitive. Put that in your cover letter because it shows me that you've done you're homework. They'll all be calling tomorrow. I talked with them.so many resumes and so many phone calls that we're sort of knee deep in it and it's hard because we're going through so many. Alumni are usually very open to helping people from their school because they remember. You really have to meet them.000 reward and you'll have a mentor in the company who is $1. Salary ranges. They're an alumnus from my school. We're not saying you have to do anything totally wacky. 31 range. But they're very open usually to helping out. depending on experience. That's a great way. if you've going to specifically write to someone. make sure you have the right person. Talk about my CEO and what he said. So. but no thank you" letter after that. and they'll say. and they're great. there are some interesting ones. So. So for me that's already a pre-screen. obviously. 30. True North. you know what? This person contacted me. Your alumni office is going to love me. background. but talk about our clients. The other ones would be Interpublic. Angel Rivera: Just to illustrate to what degree we're going to attract people to work for us. because you won't get anywhere beyond a "thank you. generally anywhere in the 27. So that would be an incentive to reach out to the alumni of your school and have them refer you for a job.000 for any referral that they give us when we wind up hiring somebody they've referred. and you'll see all the different companies that they own and they have links to those companies and then you can post your resume through those links. back to the passion and enthusiasm we were talking about. What kinds of starting salaries can we expect to see? Anne Melanson: Salaries will vary. we pay our employees $1. they have links to the companies that they have affiliations with. but if you go to the holding companies. Particularly in our company.000 richer because he or she referred you. and I'm sure others are doing that also. they'll get a $1. schooling. Those I would recommend highly that you visit those web sites and then link to the agencies that they are affiliated with. Patty Enright: But make sure that they really are the CEO and that it wasn't an old article.
can't make it.Patty Enright: Again. just don't drop the ball. But typically. That can really help. Check with an alumna. If you don't at one of the large ones. Patty Enright: You can follow the traditional paths that we've talked about to get introduced to an agency outside of one of these programs. They have internship programs that you can connect to. I recommend that highly. television production departments. because again that person might get you in front of the right individual. the 4As and the AAF. AAF. keep in mind that -. they have a very good internship program. and again I think in all of our agencies we have actually production. Also. I would check out both of those web sites. If you're really serious about it. very often we secure interns very early in the year and guess what happens? Sometimes someone. To whom should I apply within an agency? Patty Enright: Typically. which is the American Association of Advertising Agencies. which is another good web site to go check out. I'm interested in an internship and I want to produce TV commercials. Angel Rivera: There are various types of internship programs. for whatever reason. or even graduate students who actually participate in the internship program. or even a senior.I think I talked about earlier having an internship. Career Advice from the Pros Do you feel it's better to actually call the agencies directly and inquire about internships that way or go to the career service and placement office? . We host about 20 interns every summer through that organization and through that program. It can really help in terms of that range. try the smaller agencies. particularly they have a minority internship program that I believe is 10 weeks during the summer throughout the country. Unfortunately. you'll get one. the application was due last month (January) but if you're a junior. The 4As. You really will. it's either going to be the television production area or you're going to be looking for the creative recruiter within a large agency. so later in the game there are often spots. You have the 4As and you also have the American Advertising Federation. So. Keep pushing. if there is one. and you'd be looking for an internship with a producer.
Think about it as a contest and you have to get across the finish line before everybody else. Liberal arts is probably the place where you get the general education that advertising agencies want the most. So. that we're not going to be interested in you at all. at least. as opposed to business schools or advertising schools necessarily. Why is that? Steve Norcia: Because we feel that a general education is probably a better place for most advertising people to come from because of the generalness of the discipline. so. so that's something to keep in mind.Steve Norcia: I think you have to do everything you can. That doesn't mean that if you have an MBA. very hard in the area of liberal arts. That's not the case. which may come as a surprise to you. what most agencies are looking for is liberal arts? . So. the Advertising Educational Foundation is driving very. the other thing I wanted to say on behalf of the AEF just for a couple of minutes is to say that their mission now is to spend time with liberal arts colleges. but I want to build on what Anne said before about general knowledge. What disciplines or courses of study are advertising agency recruiters interested in seeing? Steve Norcia: Okay. But the truth of the matter is right now. you'll see us making more talks at universities that are liberal arts universities.
In July 2010. the agency decided to use this as an opportunity to build a connect between the brand and its drinkers with campaigns like sharing its billboards and campus casino nights to turn blank caps into the Blank Cap Recall. converting a 'screw up' into a branding exercise that was at a personal level. the activity created one of the best engagement bustles for the brand. and advice for saving beer money. they all wouldn't have come from marketing or business school programs or advertising programs. But at the end of the day I think if we were to look at the grads that we hired last year. (Applause) A Case [Advertising] To explain his statement further. the AEF. The brand had traditionally printed words of wisdom on the back of its beer bottle caps and labels. Now we've changed that because we all feel that liberal arts are probably a better place to go. He finally concluded the session by stating that marketing techniques today have to have a service design. and many caps went out blank. The idea was to create a brand recall value for itself with a certain sense of humour. in exchange for a James Ready mystery gift. Soon after. Sansom cited the example of the 'blank cap recall' campaign of James Ready in 2010." he said . I want to thank our panelists for being with us. However. there was a mix-up at the bottling plant. "If you build it with more value and more meaning. "And. Advertising Educational Foundation. Steve Norcia: I think the emphasis of our organization. James Ready and its agency Leo Burnett Toronto began to receive messages through social networking sites and videos. But they would have come from as equally Princeton as they would BU marketing department or a business school here. in June 2010. So. wherein beer drinkers refused their beerflavoured celebrations. the brand issued an apology video on its Facebook page and asked drinkers to send in their blank caps or pictures of their blank caps.Angel Rivera: I think to what Rene said earlier. I'm not sure that there's any cookie cutter prototype. they (the consumers) will come. in the past had sort of gone towards more business schools." said Sansom.