by Brittany Gibson
What does an ad agency do exactly?
My idea: They draw you in with their catchy phrases, beautiful pictures and wonderful ideas of what could be and what you could have, if only you would ______.
Behind the scenes, I imagined it to look like a picture out of marketing text book. There would be a perfect setting of food at a conference table–pastries, danishes, donuts and the token bowl of fruit just to make people think we’re healthy. Of course, there would be a full-service espresso machine with our very own barista (named Taylor, of course) who would know each person’s specialized drink.
Next our team would come in dressed like J. Crew models (all coordinating) holding our very executive notebooks and laughing about something “Bob” had said. After grabbing our appropriate sugared sensation, we would sit down and begin our creative meeting. Ideas would just come to us, our graphic designer would sketch something out as we were all talking, and Voila! Perfecto! our client’s brand would be born. The client would love it, and we would move on to our next project.
And then, reality. Although we do on occasion have donuts (thanks to our public relations director, Carlie) and coffee on demand, it’s not from a latte boy named Taylor; it’s from a nifty machine called Keurig.
The past few months at UniComm I have learned so much more than I ever would have learned in a classroom. Advertising is about knowing your client. If you don’t know who you’re talking to, it’s impossible to get the correct message across. Advertising is about helping people realize what they need or what a product can do for them.
This communication mainly takes the form of beautiful pictures and wonderful wording, but behind the finished product are many creative minds that dedicated hours to developing and critiquing that one idea. And even when you think your idea is perfect, your client may not have the same feelings. Then you must return to that conference room to critique, add to or even subtract from your creation.
Ultimately, advertising is about working hard to reach a goal, collaborating with a great team and using everyone’s talents to accomplish and exceed your clients’ wildest dreams.
My experience at UniComm has showed me that no door is ever closed, the options are endless and the boundaries don’t stop at the border. I will forever be grateful for everything that I have learned here. John Keats was right when he said, “Nothing is ever real until it is experienced.”
What I have absorbed through this internship is definitely not the perfect picture of an advertising agency that I had envisioned. In fact, I think it’s better.