Ad' It Up
Sydney Morning Herald
Wednesday March 15, 2000
Camille Nicholson, 24, has a Bachelor of Law/Commerce from the University of Queensland. She is an intern with McCann-Erickson Advertising and has been accepted into the Advertising Federation of Australia's graduate trainee program. Her goal is to join the management team of an international advertising agency. Sandra Yates is the chair of advertising giant Saatchi & Saatchi and a board member of the Advertising Federation of Australia.
Camille Nicholson: What level of responsibility can I expect to achieve within the first five years of my career? What hurdles should I prepare to face?
Sandra Yates: Realistically, you could be leading a small team of people - as an account director, for example. Hurdles are merely opportunities to take a flying leap forward.
CN: Should I gain practical experience before pursuing postgraduate studies? How else can I develop my skills and enhance my prospects for advancement?
SY: By all means continue to gain practical experience, but understand that you should be planning to learn for the rest of your life. Postgraduate studies are a must to stay current with business trends, and a can-do attitude towards the impossible will get you noticed when promotion time comes around.
CN: How do you see the future of advertising agencies and employment prospects within the industry over the next 10 years?
SY: Multinational agencies will benefit from globalisation and emerging technology. Small agencies will do well. Medium agencies with no clear positioning will flounder. Advertising is a very small industry - it employs about 6,000 people in Australia. It's a very hard industry to crack, and we can afford to take only the best and brightest - so congratulations on getting a start.
CN: Do you have any advice regarding working overseas? Would you recommend the experience?
SY: Working overseas is a useful tool for developing your skills, and it will certainly enhance your market value when you return.
CN: What are the most critical personal characteristics and skills needed to excel in advertising?
SY: Intuition and intelligence (in that order).
CN: Is advertising an art or a science?
SY: Advertising is an art and a science - it's creativity, imagination, energy, passion - and a willingness to die in a ditch for the client on demand.
© 2000 Sydney Morning Herald