I think there is definitely a greater being up there.
Someone who can see exactly where you're meant to be, what you're meant to do, and what you're meant to become.
I believe everything happens for a reason, and that is why this opportunity finally landed in front of me.
I'm blessed to be given this opportunity, this is definitely a sign that I'm meant to be in this business.
The Berman Group
After the struggle of finding a place for me in this country, I finally landed a job.
Not only do I feel very, very grateful to finally launch my career, I'm most thrilled that I can stay in the industry of my dreams!
The Berman Group is a full-service marketing agency based in Manhattan - we do everything from Traditional Advertising, Branding, PR, Event Planning....anything our clients need. We have over 100 clients from NYC ranging from Real Estate, Construction, Associations, Law Firms, Financial Institutions, and Magazines.
Only after coming in did I learn about the versatility of marketing for these kind of organizations. First of all, there is little competition. All marketing firms are crowding around consumer goods and little are looking into these wealthy sacs. Second, these corporations are still rather unfamiliar with the power that marketing can bring to them. We basically shape their expectations and any sort of achievement or creativity is magnified. Third, the marketing work we do for these corporations are relatively simpler than the work expected for consumer goods companies.
On a personal note, I love the people there -- genuine, friendly, and hardworking. The average age is mid-20s and the energy in the office is high. Most of the folks there are new hires who recently graduated from college.
I was very fortunate to have been assigned an office with our Account Planning Manager, Sheila. She is very helpful and good at what she does.
So..
This is it!!
The first milestone of my marketing career. One step closer to making a difference in this world through the power of marketing. I want people to see that marketing must go hand-in-hand with competence in order for a company to thrive. I want all my clients to utilize this tool in the most effective manner and I want The Berman Group to be the one to show them how to.
---
- nAnz
Not only do I feel very, very grateful to finally launch my career, I'm most thrilled that I can stay in the industry of my dreams!
The Berman Group is a full-service marketing agency based in Manhattan - we do everything from Traditional Advertising, Branding, PR, Event Planning....anything our clients need. We have over 100 clients from NYC ranging from Real Estate, Construction, Associations, Law Firms, Financial Institutions, and Magazines.
Only after coming in did I learn about the versatility of marketing for these kind of organizations. First of all, there is little competition. All marketing firms are crowding around consumer goods and little are looking into these wealthy sacs. Second, these corporations are still rather unfamiliar with the power that marketing can bring to them. We basically shape their expectations and any sort of achievement or creativity is magnified. Third, the marketing work we do for these corporations are relatively simpler than the work expected for consumer goods companies.
On a personal note, I love the people there -- genuine, friendly, and hardworking. The average age is mid-20s and the energy in the office is high. Most of the folks there are new hires who recently graduated from college.
I was very fortunate to have been assigned an office with our Account Planning Manager, Sheila. She is very helpful and good at what she does.
So..
This is it!!
The first milestone of my marketing career. One step closer to making a difference in this world through the power of marketing. I want people to see that marketing must go hand-in-hand with competence in order for a company to thrive. I want all my clients to utilize this tool in the most effective manner and I want The Berman Group to be the one to show them how to.
---
- nAnz
Interviews
When in doubt, don't give up.
I have been up, i have been down. I know the best comes when it's least expected and that when you go down you can only go back up. It's tiring being an international student competing against Americans in this economy. All I have are my passion, my never-ending hope, and my firm belief that somebody out there will see the potential in me. Here is a list of the companies I have thus far interviewed with for full-time:
Ogilvy
JWT
BBDO
Grey
McGarry Bowen
Firstborn
The Berman Group
Deloitte marketing
Pao Principle
From all of them, I learned a little bit more about myself, advertising/marketing, and how to interview. I've gotten asked questions from "what do your parents do" to doing case studies on the spot. At the end of this struggle, I learned that some things in this world are beyond my control and that being hardworking and passionate may not be enough. Practicality kills the heart, but no world, I will not give up. I have been very fortunate and I know this is just a test to see how far I can go.
Friends, when you are in doubt, don't give yourself up. :)
- nAnz
I have been up, i have been down. I know the best comes when it's least expected and that when you go down you can only go back up. It's tiring being an international student competing against Americans in this economy. All I have are my passion, my never-ending hope, and my firm belief that somebody out there will see the potential in me. Here is a list of the companies I have thus far interviewed with for full-time:
Ogilvy
JWT
BBDO
Grey
McGarry Bowen
Firstborn
The Berman Group
Deloitte marketing
Pao Principle
From all of them, I learned a little bit more about myself, advertising/marketing, and how to interview. I've gotten asked questions from "what do your parents do" to doing case studies on the spot. At the end of this struggle, I learned that some things in this world are beyond my control and that being hardworking and passionate may not be enough. Practicality kills the heart, but no world, I will not give up. I have been very fortunate and I know this is just a test to see how far I can go.
Friends, when you are in doubt, don't give yourself up. :)
- nAnz
Food you'll never get sick of.
Nowadays, all restaurants are so consistent.................ly boring.
Everything on the menu will always be the same, all the options are the same this week and next. Wouldn't it be sweet to go to a restaurant/deli with a limited number of options, that's constantly changing, but at the same time keeping with a recurring theme?
I love food that make me happy. Eg. Jamba Juice, Pinkberry, Mac&Cheese. However, usually 2 of these in a row is enough for me to say 'no.' I get sick of food easily and there is not any restaurant/deli I have gone to that I can say I will never get sick of.
Predictability is just unsatisfying. for me and my taste buds.
In the ideal restaurant, everything will have a limited supply. 100 cupcakes. 100 servings of icecream. etc.
The recurring theme is... healthy (virtue, not vice) and deliciously light (you won't get sick of it after 10 bites). Everyone who purchases from this restaurant/deli will not come across food that deviates from those 2 promises.
I learned in class that people like diversity LESS than they think they do... so they tend to stick to the same things. No worries for those people. At this restaurant/deli, you can still stick to the same things --- eating food that's healthy + deliciously light. :)
Still keeping an eye out for that perfect restaurant/deli!!
Everything on the menu will always be the same, all the options are the same this week and next. Wouldn't it be sweet to go to a restaurant/deli with a limited number of options, that's constantly changing, but at the same time keeping with a recurring theme?
I love food that make me happy. Eg. Jamba Juice, Pinkberry, Mac&Cheese. However, usually 2 of these in a row is enough for me to say 'no.' I get sick of food easily and there is not any restaurant/deli I have gone to that I can say I will never get sick of.
Predictability is just unsatisfying. for me and my taste buds.
In the ideal restaurant, everything will have a limited supply. 100 cupcakes. 100 servings of icecream. etc.
The recurring theme is... healthy (virtue, not vice) and deliciously light (you won't get sick of it after 10 bites). Everyone who purchases from this restaurant/deli will not come across food that deviates from those 2 promises.
I learned in class that people like diversity LESS than they think they do... so they tend to stick to the same things. No worries for those people. At this restaurant/deli, you can still stick to the same things --- eating food that's healthy + deliciously light. :)
Still keeping an eye out for that perfect restaurant/deli!!
"WeVo" -- nAnz* IMM final project
Today, I just finished 3 presentations in my classes back-to-back. Disregarding how painful it was for me last week to prep for these presentations, I am very very proud of some products and marketing campaigns we came up for our final project -- notably, for International Marketing Management.
We are hoping the students will create buzz around what's coming and that they will gather to find out on the day of.
On the day of the launch, we will drive in special WeVo trucks with huge LCD screens on the side. The TV screens will be playing either a popular TV show, a movie premier, or even the World Cup. This will attract attention and as students gather around in each campus around each truck, we will turn on the WeVo box. Immediately, the students will be able to see other students in other campuses watching the same show/movie/game, they will then see WeVo at work and we will hand out flyers that explain our product. Example:
Stage 2:
After the launch of our product, we will sustain a long-term marketing campaign consisting of 5 touch-points: social media, on-campus marketing, referral program, in-store experience, and set-up buzz.
Social Media: nothing new here. goal is to continue generating buzz and getting our name out there in the college community. Facebook fan pages, twitter, youtube, foursquare, etc.
On-campus Marketing: we will continue handing out flyers. However, our main highlight is to advertise using students' bikes' wheels. We will subsidize each student who is willing to put our brand on their wheels a month's free subscription for our service. Example:
Referral Program: Since our product essentially feeds off of network effects (more people = even more people), we want to encourage our subscribers to refer our service to their friends. For each friend that you refer that successfully signs up with us, you will receive a month's free subscription. There is no limit to how many friends, however they must sign up with us for the credit to enter your account.
In-Store Experience: We will partner with Currys, one of UK's largest electronic retailers. We will not only use them as retailers, but also as another touch-point to reach more customers. We will set up WeVo Zones in each Currys, where a TV with a WeVo box will be set up. There will be multiple WeVo Zones in different parts of the store, so when shoppers pass by to watch the TV, they can see other shoppers in another part of the shop and interact with them. We are essentially showing them how our product works in hopes of increasing their desire to purchase it.
Set-Up Buzz: Our marketing does not stop there. We are taking it to a final stretch by marketing ourselves through buzz marketing each time we do a set-up. How are we going to do this? Well, our setup team of young, attractive ladies called "WeVo Girls" will be personally helping you set up your cool WeVo box every time. These girls will make a big deal out of each set-up. Since our target market consists of college students who live in dormitories, the buzz around these attractive young ladies will then create interest in surrounding students.
----
Pricing:
We priced our WeVo strategically. Each box+webcam will be 129.99 pounds. Subscription will consist of 3 options:
By month: 12 Pounds/month
1-3 Years: 10 Pounds/month
3+ Years: 8 Pounds/month
We want to encourage these college students to continue using our product even post-graduation. Also, since young people are not too good with paying bills, we want to lock them in to a longer-term contract so they pay the full sum at the beginning.
---
Place:
WeVo could be purchased in 2 places: www.wevo.co.uk (fake) or in Currys.
----
That concludes our simulation proposal. If you are a marketing professional and would like to voice your opinion, please feel free to direct all emails to nanananz[at]gmail[dot]com. I am always craving for more knowledge in this field!
That's all for now, gotta go back to studying for my finals x___x...
-nAnz*
Props to my group members Dione Song, Colin Quek, Lisa Guo, and Rachel Wang.
Our task was to take an existing product, modify it, and introduce a marketing strategy to enter an international market. Our product was a deviation from TiVo --- WeVo. Interactive TV. and we entered the UK. 
It has all the features of an existing DVR, but incorporates interactive TV, which is a new technology that allows users to simultaneously watch the same shows from their separate TVs and interact with each other while doing so.
We target 18-24 year olds who are tech-savvy and enjoy socializing. Our marketing strategy is a two-stage campaign that focuses on 2 things: CHEAP. EFFECTIVE.
----> Buuuuzzzz marketing.
Stage 1: We selected 3 largest college campuses in London, LSE, UCL, and Martin. On the day prior to our product launch, we will put up billboards in each campus that creates a sense of mystery. It will say something like:
It has all the features of an existing DVR, but incorporates interactive TV, which is a new technology that allows users to simultaneously watch the same shows from their separate TVs and interact with each other while doing so.
We target 18-24 year olds who are tech-savvy and enjoy socializing. Our marketing strategy is a two-stage campaign that focuses on 2 things: CHEAP. EFFECTIVE.
----> Buuuuzzzz marketing.
Stage 1: We selected 3 largest college campuses in London, LSE, UCL, and Martin. On the day prior to our product launch, we will put up billboards in each campus that creates a sense of mystery. It will say something like:
We are hoping the students will create buzz around what's coming and that they will gather to find out on the day of.
On the day of the launch, we will drive in special WeVo trucks with huge LCD screens on the side. The TV screens will be playing either a popular TV show, a movie premier, or even the World Cup. This will attract attention and as students gather around in each campus around each truck, we will turn on the WeVo box. Immediately, the students will be able to see other students in other campuses watching the same show/movie/game, they will then see WeVo at work and we will hand out flyers that explain our product. Example:
Stage 2:
After the launch of our product, we will sustain a long-term marketing campaign consisting of 5 touch-points: social media, on-campus marketing, referral program, in-store experience, and set-up buzz.
Social Media: nothing new here. goal is to continue generating buzz and getting our name out there in the college community. Facebook fan pages, twitter, youtube, foursquare, etc.
On-campus Marketing: we will continue handing out flyers. However, our main highlight is to advertise using students' bikes' wheels. We will subsidize each student who is willing to put our brand on their wheels a month's free subscription for our service. Example:
Referral Program: Since our product essentially feeds off of network effects (more people = even more people), we want to encourage our subscribers to refer our service to their friends. For each friend that you refer that successfully signs up with us, you will receive a month's free subscription. There is no limit to how many friends, however they must sign up with us for the credit to enter your account.
In-Store Experience: We will partner with Currys, one of UK's largest electronic retailers. We will not only use them as retailers, but also as another touch-point to reach more customers. We will set up WeVo Zones in each Currys, where a TV with a WeVo box will be set up. There will be multiple WeVo Zones in different parts of the store, so when shoppers pass by to watch the TV, they can see other shoppers in another part of the shop and interact with them. We are essentially showing them how our product works in hopes of increasing their desire to purchase it.
Set-Up Buzz: Our marketing does not stop there. We are taking it to a final stretch by marketing ourselves through buzz marketing each time we do a set-up. How are we going to do this? Well, our setup team of young, attractive ladies called "WeVo Girls" will be personally helping you set up your cool WeVo box every time. These girls will make a big deal out of each set-up. Since our target market consists of college students who live in dormitories, the buzz around these attractive young ladies will then create interest in surrounding students.
----
Pricing:
We priced our WeVo strategically. Each box+webcam will be 129.99 pounds. Subscription will consist of 3 options:
By month: 12 Pounds/month
1-3 Years: 10 Pounds/month
3+ Years: 8 Pounds/month
We want to encourage these college students to continue using our product even post-graduation. Also, since young people are not too good with paying bills, we want to lock them in to a longer-term contract so they pay the full sum at the beginning.
---
Place:
WeVo could be purchased in 2 places: www.wevo.co.uk (fake) or in Currys.
----
That concludes our simulation proposal. If you are a marketing professional and would like to voice your opinion, please feel free to direct all emails to nanananz[at]gmail[dot]com. I am always craving for more knowledge in this field!
That's all for now, gotta go back to studying for my finals x___x...
-nAnz*
Electronic Ambassador
Just thought of a random idea on the subway today...
an idea for an electronic company with a really sick new product and wants to do viral marketing.
select a few trendy-looking ambassadors, give them your electronic product, and ask them to use it on the subway all day.
it sounds trivial, but today I realized how effective it is to see someone else on the subway use a sick new gadget. c'mon, we all peek over at the person sitting next to us to see what they're watching on their gadget and what the gadget is. if it's cool, we'd definitely go "woah what's that!"
-nAnz*
an idea for an electronic company with a really sick new product and wants to do viral marketing.
select a few trendy-looking ambassadors, give them your electronic product, and ask them to use it on the subway all day.
it sounds trivial, but today I realized how effective it is to see someone else on the subway use a sick new gadget. c'mon, we all peek over at the person sitting next to us to see what they're watching on their gadget and what the gadget is. if it's cool, we'd definitely go "woah what's that!"
-nAnz*
I live. I ride. I am. and I sound like Apple.
Every time I come by the campaign "I live. I ride. I am." I always imagine a new iPod at the endframe.
I live. I ride. I am. ---- Is this Apple?
Nope, it's actually for Jeep. [crowd goes: "WHUUUUT?"]
I guess I'm just a big advocate against unoriginality. At Myspace I was the only one who spoke up against the CEO's decision to copy the framework of Facebook, for the sake of originality and identity. Same for Jeep, why use such a popular phrase word when it is so deeply connected to another consumer brand? I think any company should be careful using "i" to start a short phrase, especially when repeating it 3 times. I like the ad's idea, but the tagline just seems quite...unoriginal.
I wonder how it's helping/hurting Jeep's bottom line.
---
Update - 7/3/10
So I was wrong. Arguing against an idea for the sake of originality and identity is an argument too weak when put against the reality of profits and loss.
I ran into an article about the position of MySpace in China recently. They are declining speedily and the group is disintegrating. A line struck me --- The CEO of MySpace, Luo Chuan, resigned after he proposed to copy the Facebook interface and was rejected by the North American office. He saw something in the Chinese market that the NA officers did not. In North America, creativity and originality is the golden eye of a product. However, in China, as Luo saw, originality did not matter so much. What mattered was that the Chinese population liked a product, got used to it, and is less willing to open their minds to trying new products that perform the same function. Also, unlike the NA market, Chinese people have less need for the "music" function and "meeting strangers" positioning of MySpace. Perhaps if MySpace had adapted a Facebook-like positioning in China, it may be survived.
Another lesson learned.
Rethink Possible
Rethink Possible. The new AT&T campaign that diverges from the Map-for-that battle with Verizon and towards branding. I LIKE!
This ad especially.
Butterfly Effect - small differences in the initial condition of a dynamical system may produce large variations in the long term behavior of the system. [http://en.wikipedia.org/wiki/Butterfly_effect]
Every choice, every step you take, is changing the outcome of your life. Thinking back -- if my uncle hadn't started his own company, his company wouldn't have been sold to Microsoft, he wouldn't have known the CEO of Myspace, who then wouldn't have allowed me to be the first intern at Myspace, and I wouldn't have become interested in marketing, and this blog will not exist.
This is how things happen - in sequence. AT&T uses a simple idea that speaks to everyone, making them think. Everything that is possible is comprised of a billion mini steps prior... the question is, how does this improve AT&T's brand image?
Overall, I think "Rethink Possible" is a little blurry... I think AT&T/BBDO needs to think of a clearer tag line to explain the concept and relate it to the company. For example, "Rethink Possible -- AT&T redefines possible".
Great campaign though, much much better than Map-for-that. :)
-nanz
hola!
I am back in the US of A. :] Withdrawn. Depressed. and missing the free food and sunshine.
Enough deviation...
While I was on vacation to the happy and sunny Dominican Republic, I was not entirely on "break." I took a good look at the advertisements in this foreign and tourist-centric country, and noticed a dramatic difference with American ads (which was actually pointed out by my finance-major boyfriend) (thanks jimmy!)
I wanted to find some ones that I saw on TV in DR, but unfortunately I could not find any... my apologies! I could briefly describe one, and see if you guys can come to the same conclusion as jimmy did:
Commercial of a shampoo -- A smiling woman around 25, brunette, hopping down a festive street, does a few turns, and is rejoiced by those around her. The sky is sunny and bright, and the people were all smiling and looking joyous. We both got a very good feeling from watching the commercial. The effects were minimal and even the end-frame was overly simple. There were no CG, just a carefree and happy woman bouncing around the street with her bouncy and shiny hair.
Do we still see commercials like that in America?
Lets think back to the last shampoo commercial we watched... probably a famous star with impossibly smooth hair, HD quality, and the woman looks flawless. Just like every other shampoo commercial. It promises to give your hair 200% more shine, 310% more volume, and 140% thicker. Most of all, the woman is indoor and the background is white. Then a sudden flow of complex graphics jump onto the screen. Looks real professional. You then think to yourself: Photoshopped, maybe?
See what I'm getting at?
I could go on and on about the difference between a society like America and one like DR. I may be biased since I am absolutely in love with the simplicity of Dominican's lifestyle versus the complexity and unfulfilled lives of New Yorkers. They say culture shape ads, but if you look deep enough, ads are the best reflectors of what society values most. In DR's shampoo ad, emphasis is put on happiness, sunshine, and social interaction. American shampoo ads emphasis on image. Image is important in any culture, ofcourse, but it's not everything is it? Alright I will stop.
Anyway, anyone who's thinking of taking a trip, please be advised to consider Dominican Republic. The people are absolutely ADORABLE and they will be so satisfied with just one dollar bill. They work hard day and night, even multiple jobs, without expecting extra tip or a sign of appreciation. They always serve with a smile, a casual chat, and generosity. Combine that with sunshine and a beautiful resort, tada! you have paradise.
Yup...a typical post of someone going through vacation withdraw.
Enough deviation...
While I was on vacation to the happy and sunny Dominican Republic, I was not entirely on "break." I took a good look at the advertisements in this foreign and tourist-centric country, and noticed a dramatic difference with American ads (which was actually pointed out by my finance-major boyfriend) (thanks jimmy!)
I wanted to find some ones that I saw on TV in DR, but unfortunately I could not find any... my apologies! I could briefly describe one, and see if you guys can come to the same conclusion as jimmy did:
Commercial of a shampoo -- A smiling woman around 25, brunette, hopping down a festive street, does a few turns, and is rejoiced by those around her. The sky is sunny and bright, and the people were all smiling and looking joyous. We both got a very good feeling from watching the commercial. The effects were minimal and even the end-frame was overly simple. There were no CG, just a carefree and happy woman bouncing around the street with her bouncy and shiny hair.
Do we still see commercials like that in America?
Lets think back to the last shampoo commercial we watched... probably a famous star with impossibly smooth hair, HD quality, and the woman looks flawless. Just like every other shampoo commercial. It promises to give your hair 200% more shine, 310% more volume, and 140% thicker. Most of all, the woman is indoor and the background is white. Then a sudden flow of complex graphics jump onto the screen. Looks real professional. You then think to yourself: Photoshopped, maybe?
See what I'm getting at?
I could go on and on about the difference between a society like America and one like DR. I may be biased since I am absolutely in love with the simplicity of Dominican's lifestyle versus the complexity and unfulfilled lives of New Yorkers. They say culture shape ads, but if you look deep enough, ads are the best reflectors of what society values most. In DR's shampoo ad, emphasis is put on happiness, sunshine, and social interaction. American shampoo ads emphasis on image. Image is important in any culture, ofcourse, but it's not everything is it? Alright I will stop.
Anyway, anyone who's thinking of taking a trip, please be advised to consider Dominican Republic. The people are absolutely ADORABLE and they will be so satisfied with just one dollar bill. They work hard day and night, even multiple jobs, without expecting extra tip or a sign of appreciation. They always serve with a smile, a casual chat, and generosity. Combine that with sunshine and a beautiful resort, tada! you have paradise.
Yup...a typical post of someone going through vacation withdraw.
GE - Healthymagination
im waiting for 3/8 to come.
CROSSING ALL MY FINGERS AND TOES.........
meanwhile...there are some decisions that I have to make....but before I bore you with more of my emotional rollercoasters, here are some heart candies for you :)
Introducing my absolute FAVOOOORITE campaign: GE Healthymagination.
http://www.youtube.com/watch?v=-61mpjFFtuw
Pick Yourself Up --- Interview With Ogilvy
For this huge day to happen, I spent more effort and time than I had ever for anything in my life. For the application, I worked on it for a week straight (during winter break), day and night, even on the car, on a computer that had a broken spacebar. I wrote and rewrote it at least 3 times, and used all the resources I could find, including finding an ex-associate and asking for her advice.
After I got the interview offer, I read 5 books on Ogilvy and advertising to prep for the interview. At the airport from Dallas back to NY, I read for 7 hours straight, and prepped for my interview in an overnight flight.
The day before my interview, I took work off to rest and got a haircut to gain some fresh air and good luck.
Today was my interview, and I woke up at 10:00am. My interview was at...10:00am. FUCK. FUCK FUCK FUCK. For some reason, my 2 alarm clocks had failed me/I had subconsciously turned them off without knowing. I threw my clothes on, tied my hair in a ponytail, forgot to brush my teeth and put on my glasses, and ran out the door at 10:02am. Record time.
Getting out of my apt, I jumped on a cab and begged the driver to get me to union square ASAP, explained my situation, and said a few more words my mom wouldn't have wanted to hear.
I got to the interview at 10:25am. My interview was only supposed to go until 10:30.... After apologizing my head off, the interviewer sat me down and gave me 15mins for the interview. I knew I fucked this one up reallllll bad. However, I did my best to answer the questions (which was a case study) and received some positive feedback. The question was based on Accenture's crisis with Tiger Woods and his scandals. I was lucky because I had thought about this prior to the interview, so I knew what I was talking about. At the end of the 15mins, I was guided out the door. Without my glasses, I somehow got home and cleaned myself up. Sad and angry, I did not wanna give up, I knew this was a test to see how much I wanted this, and I am a firm believer in the process of getting up after you fall.
So...I ended up deciding to go back to Wasserman to see the interviewer again. I knew he had interviews until 6pm, but I was afraid that someone would take his shift earlier on and that I would miss him. So, at 1pm, I went back to Wasserman, gulped down half a slice of pizza, and waited for him.
5 hours later, he came out. I could tell that he was pretty shocked to see that I had waited for him. He then sat down with me for a few mins. I got to hand him my updated resume (with BBDO in it) and talk to him on a more personal level. At the end of the convo, he shook my hands and gave me a positive remark. That was when I knew that I had made the right decision. He said, "these kinds of things happen in life (eg, sleeping through an important interview), but it's about how you go on from there." I made it clear that I really love advertising and I really want to work at Ogilvy. We parted, and I smiled for the first time in the day from the bottom of my heart.
2 Lessons I Learned:
1. SET 10 ALARMS, all at different times, and never interview in the morning if you're not a morning person. but more importantly...
2. It's not about how you achieve, but about how you pick yourself up after you fall. Thats what creates character.
~ nanz
After I got the interview offer, I read 5 books on Ogilvy and advertising to prep for the interview. At the airport from Dallas back to NY, I read for 7 hours straight, and prepped for my interview in an overnight flight.
The day before my interview, I took work off to rest and got a haircut to gain some fresh air and good luck.
Today was my interview, and I woke up at 10:00am. My interview was at...10:00am. FUCK. FUCK FUCK FUCK. For some reason, my 2 alarm clocks had failed me/I had subconsciously turned them off without knowing. I threw my clothes on, tied my hair in a ponytail, forgot to brush my teeth and put on my glasses, and ran out the door at 10:02am. Record time.
Getting out of my apt, I jumped on a cab and begged the driver to get me to union square ASAP, explained my situation, and said a few more words my mom wouldn't have wanted to hear.
I got to the interview at 10:25am. My interview was only supposed to go until 10:30.... After apologizing my head off, the interviewer sat me down and gave me 15mins for the interview. I knew I fucked this one up reallllll bad. However, I did my best to answer the questions (which was a case study) and received some positive feedback. The question was based on Accenture's crisis with Tiger Woods and his scandals. I was lucky because I had thought about this prior to the interview, so I knew what I was talking about. At the end of the 15mins, I was guided out the door. Without my glasses, I somehow got home and cleaned myself up. Sad and angry, I did not wanna give up, I knew this was a test to see how much I wanted this, and I am a firm believer in the process of getting up after you fall.
So...I ended up deciding to go back to Wasserman to see the interviewer again. I knew he had interviews until 6pm, but I was afraid that someone would take his shift earlier on and that I would miss him. So, at 1pm, I went back to Wasserman, gulped down half a slice of pizza, and waited for him.
5 hours later, he came out. I could tell that he was pretty shocked to see that I had waited for him. He then sat down with me for a few mins. I got to hand him my updated resume (with BBDO in it) and talk to him on a more personal level. At the end of the convo, he shook my hands and gave me a positive remark. That was when I knew that I had made the right decision. He said, "these kinds of things happen in life (eg, sleeping through an important interview), but it's about how you go on from there." I made it clear that I really love advertising and I really want to work at Ogilvy. We parted, and I smiled for the first time in the day from the bottom of my heart.
2 Lessons I Learned:
1. SET 10 ALARMS, all at different times, and never interview in the morning if you're not a morning person. but more importantly...
2. It's not about how you achieve, but about how you pick yourself up after you fall. Thats what creates character.
~ nanz
How to become an Advertising Man --- By James Webb Young
Ignoring the sexist title and the 1963 publishing date, this book is a great crash-course for those interested in advertising. It is small, thin, and easy to read. However the best part of this book is that it theorizes a practice that is otherwise very difficult to pinpoint... which is, ofcourse, "how to become an advertising man" *cough* woman.
Briefly but sufficiently, he outlines 7 types of knowledge he/she must possess or have access to:
1. Knowledge of Propositions - what can you offer to the consumer that will appeal most to them?
2. Knowledge of Market - Who are you targeting and what are their ever-changing characteristics?
3. Knowledge of Messages - Knowing how to captivate your audience and drive the message home. Interest -> Desire -> Action.
4. Knowledge of Message Carriers - Where should you advertise?
5. Knowledge of Trade Channels -
Favorite Ads...
... at the Superbowl 2010:
Tie between Doritos "Home Rules" and Google "Parisian Love"
Tie between Doritos "Home Rules" and Google "Parisian Love"
In terms of which made me more entertained, Doritos BY FARRRRR. It was simple, relatable, and most of all it demonstrated how important Doritos was (I mean, there were only two rules...keep your hands off his mama or his doritos.)
As for the Google one, the reason it ranked high in my list was due to the memory factor. When I had to think back to the Superbowl ads and pick out my favorite, Google's came to mind first. Also, it was the only ad that made my friends go "I wanna see that again!" Voluntary views are kind of...amazing. Second, it demonstrated how Google is incorporated into our everyday lives. It no longer is a simple search engine that we turn to for random inquiries, but rather a platform for all our needs throughout all the milestones in our lives. Embedding a search engine into our life/love story is pretty epic imo.
However, overall I was a little disappointed by the ads this year. There were far more "bad" ads than great ones, and even the great ads are quite controversial. The Green Audi ranked highest in favorites, but also highest in least favorites! At least that proves one important thing: not everyone likes the same thing you do.
The Secret of New Business
Today will mark my second day at BBDO, and so far I have been thoroughly enjoying everything I'm experiencing. I can definitely feel the intensity and expectations from a large firm compared to DeVries, but I am quite happy about that since it would make the best learning environment.
Most of all, I really like the people I am working with. My boss is the VP of New Business at BBDO, her boss is the CMO and the Vice Chairman of BBDO North America, and my intern buddy is my good friend Ryan from school :) My other boss is the PR director, so I get to work with senior levels, which is super exciting.
As for what I am doing...that must remain top top secret :(. Apparently, the work we do at New Business is only known by 4 people: CMO, VP, Ryan, and I. Nobody else at BBDO knows about what we are doing. Eeks! So I have to be careful to not slip anything out.
On a side note, I am prepping for an interview with Ogilvy Associates Program. As for this opportunity, I have mixed feelings about it. I was hoping that my friends and I could prep for it together, but now I'm a lone soldier. :( sigh.
I heard that the interview was going to be super intense, there will be questions such as "what is an advertisement that represents you?" and apparently I should read David Ogilvy's book because they will ask you about it. :S There goes my life for the next week!
The best thing, though, is that they SPONSOR VISAS! That is my current BIGGEST fear and I thought the reason I got the interview is because I didn't state that I'm not American... However, the HR lady emailed me and told me that they do sponsor! WOoooot!! This is one step closer to anti-deporting-nanz.
Anyways, I am in this Marketing Research class right now and we are learning about ANOVAs and Cross-Tabs in analyzing market data... There is this new software I am getting to learn called SPSS, exciting!!! Work is in 1h and I can't wait!
:) <3>
BBDO
Update: I got the offer from BBDO! :) Yay Yay Yay!
Although it was not my first choice for this semester (JWT Emerging Media was), I am very happy with it.
I will be doing New Business and Digital work for them! I am super excited because a good friend of mine is also working for them. I hope it will be a great experience, but I'm almost certain it will be.
Yay! This means I will have a lot to write about in my next blogs. Please stay tuned, if there are any readers out there, to my upcoming blogs because I will be writing about my insider experiences at BBDO headquarters in NY.
SUPER PUMPED YEAH!
ARF vs. BBDO
Today, I got an offer from Advertising Research Foundation for a marketing internship this Spring.
http://www.thearf.org/
Pros:
- The lady who interviewed me was extremely friendly.
- The office is located on Park Ave, which was a plus for me (location really matters!!).
- The office's style is open-floor, meaning there are no walls, no 'hierarchy'
- There are lots of networking opportunities at the various member events. Could lead to better jobs.
Cons:
- No wall = no privacy
- Full-time opportunity is slim... why work for someone if you are looking to work for someone else?
Pro:4
Con:2
On the other hand... I am waiting for response from BBDO's New Business Development and PR department.
http://www.bbdo.com/worldwide
I am told that I am going against another guy who they have yet to interview. How BBDO and nAnz paths crossed was this: Last semester I was accepted into the same position, but I needed college credit to take it, and it was too late into the semester for that. Thus, had to reject it to take DeVries, which I am not complaining about. I loved DeVries.
Pros:
- One of the top players in the ad world
- Good hands-on experience with New Business and PR
- Great office location -- a few blocks from where I live!!
- My good friend is currently interning there, so that would be super fun
- The 2 bosses I'd be working with are AWESOME.
Cons:
- No guarantee of full-time
- PR and New Business are very small areas of BBDO, which is an advertisement agency
Pro:5
Con:2
I will respond to ARF the moment I hear back from BBDO. Right now, it's BBDO in the lead with one more pro than ARF.
Crossing my fingers and toes!
The Alpha and the Omega
The inspiration for [Aim for the Moon...Market] is one simple belief: one day I will make it big in the marketing world.
However, we all know the cliche: it is about the journey, not the destination.
So where am I on that journey as of 01/26/10? I'm still at home tying my shoelace.
People know me as nAnz. I am 21, senior in Stern majoring in Marketing and Economics. I didn't decide on the marketing part until some time last semester, when I realized that I could never turn back. On that day, I had to say goodbye to a graduation filled with dollar signs and endless pride on my mother's face when she talked about her successful daughter who was working 18 hours a day analyzing other dollar signs.
Basically, marketing is the alpha and omega of my career aspirations.
1. I am taking 4 marketing classes this semester, and I literally jump out of bed in the morning filled with excitement. I LOVE SCHOOL!! Did I just say that? The last time I said that I was what... in... grade 7?
2. I loved my previous marketing internships at DeVries PR, MSN China, and MySpace China. If anyone is interested in hearing about my internship experiences in those companies, leave a comment and I will go over them in another post.
and lastly...
I want to aim for the moon, and if one day I land there, I will do marketing for them. Hehe. :)
nAnz*
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