Getting Into An Agency : It’s About The REFERENCE And Not The CREATIVITY

Posted: June 14, 2011 in My Blog, My Voice
Tags: , , , , , , , , , , , , , , , ,

one of the ads from the famous hutch campaign

The advertising world has been something that has always interested me a great deal. I have always been fascinated by those super creative ads and have always wondered how those ridiculously talented heads come up with inimitable ideas. However none of the above accounts for my reason of getting into this field. But after completing a graduate degree in advertising, one thing that struck me about this industry was the process it has drawn for those aspiring creative asses to get into the industry.

I gate-crashed into almost a dozen agencies before getting an unpaid internship in what I would term the most dreadful experiences of my life. I was like the Tom Hanks from Castaway, stranded on the island of advertising and waiting for that one blink of light which would give me an entry to some good agency. But that experience of working in a small mysterious so-called agency taught me a few lessons. Atleast I understood that those Neelkamal chairs weren’t made to sit for 8 long hours in the agency and a copywriter would never ever be comfortable doing client servicing. It also made me realize in a span of a week that script writing was my forte. Now that is not an excuse for leaving the agency but a strong reason which completely eradicated the disease of becoming a copywriter that had plagued me.

Post that, I never managed to find any reference relating to advertising in my whole family so I kept that copy thing aside. It was just too much time wasting and irritating. So after spending a hell lot of time with an idle mind and then starting to work as a script writer, I continued keeping a close eye on the ad world before finally drawing a self made conclusion which might be acceptable to some and arguable to others.

So based on my own thesis and experiences I have just realized that those getting into an agency are required to fulfill one asSOLE criteria and that is “REFERENCE”. Those not having a reference can continue beating their ass off in the search of that one word “REFERENCE”. That is the best way you can get a green card into the fatte Sutta-Booze agency world.

And if your interview happens to be like the one scribbled below, you might just be the next talented dog writing that Hutch jingle after listening to the original one on youtube.

Creative head : hi….so tell me something about yourself..

Destiny’s child : hmm….i am a creative loser…I have completed bachelors in mass media…I want to become a copywriter…

Creative head : So do you any experience…?

Destiny’s child : yes..i have done a few college projects..

Creative head : what did you do in the projects..?

Destiny’s child : I did not do anything…I gave my camera, my laptop to my group mates and they made everything…

Creative head : any presentations that you did in college..?

Destiny’s child : no..our co-ordinator was my uncle’s friend so I didn’t have to attend any presentations…but yes we had done a social awareness campaign…

Creative head : so what did you do in that…?

Destiny’s child : I did nothing…my group mates handled everything…I just gave them contacts of a few channels and newspapers…

Creative head : wow..so far so good…now final question…any reference with which you have landed here?

Destiny’s child : yes…my dad knows the creative director of the agency…

Creative head : great…join in from tomorrow…package 15k….

There thousands like the Destiny’s child who are aliens to the creative world but with that one single word ‘REFERENCE’ are able to be a part of the industry that is termed to a breeding ground for talented blokes. However the irony of the situation is that, those who are really worth the buck, are still sitting in their houses, sharpening their skills on photoshop and illustrator, watching thousands of ads on adsoftheworld.com to get their knowledge about copy bang on and sending in their updated resumes to all the agencies they come across via google on email addresses like careers@xyzagency.com which are almost disowned by those handling the HR department.

So the bottom line of the whole article is that those who want to get into an agency should either hunt for a reference to save their ass and if they don’t find it but still have that creative keeda to get into the agency, all I can say is you should have continued googling information about agencies instead of wasting time reading this.

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Comments
  1. shruti marwaha says:

    LOL this is so typically you Pavan!!
    I guess that I donot have sufficient idea about how it works with this industry, but this particular article looks quite discouraging to me. I mean, along with these advertising Karta Dharta’s, there are some shit heads in the industry too who have their lamps lit in search of real talent. Though i also believe that the latter concept is restricted to the cottage sized ad firms.
    On the basis of everything gathered from you advertising folks, i agree that BIAS is the word in vogue in the industry. But if you know which is that point that the dart demands to be targetted at, then ‘Wherever you go, The network folllows’!!
    So though your article is both informative and gives bitter reality bytes to the aspiering ad mans, i think it is also discouraging at the same time!! May be we all would expect you to come up with concrete sugeestions on how to grab a foot hold in this assuming industry…..

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