Career Talk: Working In Creative Marketing

By Kristina Bergwall

Posted in Lifestyle on March 22, 2017

You know the film What Women Want where Mel Gibson attains the ability to read women’s minds and takes advantage of Helen Hunt to come up with a great advertising campaign for Nike? This film, and this particular section of the film, has stayed with me since I watched it back in 2000 when it was released. And it is something I’ve come back to at various parts in my life and thought about. Not for the obvious chauvinistic tendencies of the film or because it was a great piece of movie mastery (because it wasn’t), but because I look back at the scenes of the ad agency that it is set in, the people that work there, the ideas and the creative process of the work they were doing in the ad agency, and I would think “if only I could do something cool like that for a living”. I never knew how I would ever be able to do something similar to that, and always regarded it as one of those distant dreams in the back of your head that will never really come to surface (does this make sense by the way or am I just rambling?!)

What Women Want

Then the other day it hit me. In my own way, this is what I do now. I don’t come up with TV ad ideas for Nike (I wish), but I work in a place which is very much like that ad agency minus the douche bags like Mel Gibson. I work in a place where I get to be part of a creative process and see the ideas come to life through marketing. Have I been so lucky to find what this Woman Always Wanted (see what I did there?)

Actually I don’t think it’s luck. I have always been ambitious and things have had a way to just “fall into place”. I think that’s down to determination and following what you think feels right. The whole “following your gut feeling” analogy doesn’t feel quite right though – I don’t really feel anything in my tummy apart from constant hunger. Instead I’m patient, I don’t take any rash decisions, and I try and think twice before I speak or make a decision. A good piece of advice I received a few years ago that I live by is: if you’re unsure of anything, say that you will get back to them, Google it, and get back to them with the right answer. It’s not always as easy as that but the concept of it has really helped me in my professional life.

Okay, I’m going to get to the point with this blog post which is about working in creative marketing, and more specifically how you can show off the work that you do in creative marketing in a creative way. It’s like creative inception!

To explain what I mean, let me give you an example. One company that’s done this really well recently is ToastTV, a TV advert, commercial & video production company based in London. Have a look at this video they recently created called “Toast by Drone”:

The video is a creative way to show off the company’s creative abilities when it comes to story telling, humour, and video execution skills. It serves a dual purpose of showing off the work that the company can do in the form of an example video, a part of their show reel even, as well as being a piece of promotional material for the purpose of their own marketing. It has the ability to be viral, and it’s a great piece of content they can use and reuse on their channels for a long time to come.

I’ve got a similar task at hand: to create something for our SEO & Outreach department, specifically to do with influencer marketing, to show off what we do in a creative way to use for promotional purposes. The idea one of my team members came up with was related to video, using the concept of fashion haul or make up tutorial videos that influencers do on YouTube to talk about our offering. I can’t tell you much more than that now, but I’m really excited to start working on it! And I will do a follow up post to how you the results when it’s been done…

We’ve already done something similar for our PPC department to explain how we do PPC differently. It’s about how the team are experts at assessing and rebuilding PPC accounts from the bottom up, to let them reach their full ROI potential. The analogy of building with Lego I think works really well for this:

This is the first Career Talk post I’ve done on my blog, but I’m hoping to do many more. As the lines between my blog and my professional life overlap in many other ways, this feels like a natural step. I hope you enjoyed it, and I would love to hear what you think in the comments below or on Twitter!

Kristina xx

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