So You Want A Job in Creative Services:Career Advice from an MBA
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How does an MBA get a job in a creative agency? What role could you play? This was a presentation to a Berkeley MBA class entitled "Design As Strategic Management Issue".
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So You Want A Job in Creative Services:Career Advice from an MBA
- 1. So You Want A Job in Creative Services: Career Advice from an MBA Misha Cornes Director of Strategy, Organic April 20, 2006
- 4. Our Clients
- 5. Why Should You Care?
- 7. Brand Advertising AWARENESS & EMOTIONAL RESONANCE
- 8. Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIREABILITY AT POINT OF SALE
- 9. Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR
- 10. Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR Design Movement USABILITY & ESTHETICS
- 11. Brand Advertising AWARENESS & EMOTIONAL RESONACE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR Design Movement USABILITY & ESTHETICS CUSTOMER EXPERIENCE Experience Design
- 12. Brand Advertising AWARENESS & EMOTIONAL RESONACE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR Design Movement USABILITY & ESTHETICS CUSTOMER EXPERIENCE Experience Design
- 13. I’m in the Business of Empathy
- 14. I’m in the Business of Emotion
- 15. I’m in the Business of Creating Experiences
- 17. 1. What company?
- 19. Creative Agencies TV, Radio, Outdoor Online Media WOM UE and Human Factors Market Research & Trends Product Design Branding Identity & Naming Web Content Direct Response Loyalty Programs WOM Interactive Marketing - Web, Mobile, Events Environments Design Packaging & Graphic Design
- 20. 2. Do I Have Any Aptitude?
- 23. 3. Are there any jobs out there?
- 24. VISIBILITY Trigger 1994 Peak of Inflated Expectations 1999 2003 2005 Trough of Disillusionment Slope of Enlightenment Plateau of Productivity 2010 Gartner Hype Cycle
- 25. VISIBILITY Field of Dreams 1994 1999 2003 2005 2007 Gartner Hype Cycle eBusiness Banner Advertising Campaign Management Content Management Email marketing Dialogue management eCommerce Analytics Rich media experiences Behavioral Targeting Viral Marketing Word of Mouth Web 2.0 2010
- 27. 4. What am I gaining, and what am I giving up?
- 30. Thank you! [email_address]
Notas do Editor
- Assumptions: That you are interested in a career in this field, and that you may not know how to get there. I am going to focus on what I know, which is creative services- agency life. There’s obviously a whole world of client-side roles out there- marketing managers at CPG firm, marketing managers for consumer products, etc. I don’t know enough about world to give you good advice.