Fresh Graduate Blues
Q: I have always been passionate about "advertising" since I was young.
I recently graduated with a degree in advertising and communications from an Australian university, however, upon returning to Asia, I was disappointed to find that many agencies rejected my application to fill an account executive post. Could you tell me how to get started in the advertising industry? I'm fluent in English and Chinese, both written and spoken.
My university tutor praised my copywriting skills because of my creativity.
Is this what I should start with? But I don't have any experience or existing portfolio to prove myself. What should I do?
A: Bryan Wong, Executive Creative Director of Publicis Hong Kong, shared his thoughts: "Getting started in advertising is always difficult, as there are no golden rules on how to get in. If you really want to become an account executive, you need patience and perseverance. Opportunities for fresh graduates are always going to be limited as agencies need to invest in training to turn a green AE into a polished professional capable of working well with clients. Keep in touch with people. If an opportunity comes along, you'll be top of mind.
"As you mentioned you've gained creative reputation from your copywriting, are you really interested in being a copywriter? If so, you need to put a portfolio together to prove your ability. Getting into creative is more about your work than performing well in an interview. And, when at interviews, you should also seek advice from the creative directors on how to improve your work and your portfolio. When the wind is blowing the right direction, you can start your journey to sail on the ocean of advertising.
"I know the HK4As is going to launch the Adschool again. This is also a good chance to get in. If you finish your assignment with some brilliant creative work, you might get a job right after graduation. Moreover, you'll have a chance to share the experiences of some real ad people.
"Still sounds hard, right? It's just a tip of the iceberg in the sea of advertising. From your letter, I guess you will succeed ... because the keyword is 'Passion'. Good luck!"
Job Hopping
Q: I've been working in the account servicing team in a 4A's agency in Shanghai for two years. Recently, I've been approached by a search firm which has recommended me to switch to a smaller but fast growing advertising agency. The new company is willing to pay double my present salary, even outlining better career prospects. Do you think I should accept the offer?
Or should I stay as I was told that I'll soon be promoted by the end of the March?
A: Josephine Cheung, Managing Consultant, MRI worldwide said: "It is a great temptation for a young achiever like you to jump to this 'attractive' opportunity. However, as a consultant, we always recommend candidates to take one step backwards and look at the big picture of their career.
We all understand that in the flourishing China market, job hopping becomes so common that everyone is doing it, so 'why not?' Of course, money is an important factor, but it is not the ultimate consideration. You have to be clear about your career objectives. The prospects and the acquisition of the right knowledge and skills for future growth should be considered.
"In addition, you should have a good balance of the specific skills required by your industry and the general transferable skills. The former will help you to build your expertise in the industry and the latter will help you to climb up the management ladder and be transferable to another industry, increasing your flexibility in case of an industry downturn. There is no free lunch - make sure that for your new role, you are not only contributing but also having the chance to grow and learn. Otherwise, you will find yourself become stagnant.
"Loyalty is another issue. Always be open-minded to discuss your prospects with your current employer. If they treasure you, there may be a chance for a win-win solution, bearing in mind that you have to be sincere in discussion instead of taking it as a bargaining tool.
"There is always more than one road to reach your destination and think twice before making a decision." Email: helpline@media.com.hk.