This is the question: are you right for this industry?
On October 1, I had the wonderful opportunity to speak with undergrads and graduate students at the University of South Carolina’s prestigious Darla Moore School of Business. I was asked to share the changes I see coming to out industry. But I the more I thought about these changes, the more I realized there is so much more the same than different.
The Constants
Tools, channels and job titles come and go. The traits that make someone great at this work have stayed remarkably steady. Here are the five traits I believe define success in advertising, marketing and public relations.
Be curious. Curious about people. Curious about industries. Curious about the business itself. I like to ask “Why?” But I also like to ask “Why not?” That second question is where a lot of the best ideas start.
Be tenacious. Fight for the idea. Fight for your team. Fight for the budget dollars that let good work actually happen. Great ideas rarely survive on their own; someone has to champion them.
Be hungry. Stay hungry about what’s next, hungry about what competitors are doing and hungry about who is winning… and why. Be hungry to understand the business you’re working for, or the one you’re trying to work for.
Be a little ADHD. This is a business where you learn a little bit about a lot of things. It’s a place where you may walk in the door with one list, and five minutes later you shelve it for something different. We are the definition of squirrel. And we’re always expected to keep our finger on the pulse of culture. And that’s fun, with a capital F.
Think about the Oreo social team at the Super Bowl blackout: they were there to watch the Superbowl. To be ready for a great play or a massive halftime show. But they were hired to really be paying attention, to move in real time. And when the lights unexpectedly went out during the game, they turned that moment into a legendary piece of marketing.
Be joyous. Good news: we are not doctors. Also, we are not lawyers. We’re communicators. If you’ve watched Noah Wyle go from ER to The Pitt, you know what real life-and-death pressure looks like on screen. Our work matters, but it isn’t that. So enjoy it.
The constantly evolving
Be prepared for brand vs. performance marketing. It used to be brand versus promotion. Think “i’m lovin’ it” next to “The McRib is back.” Today the tension is brand versus performance marketing: the long haul versus the quick click, and data, data, data. And even more data.
Measurement is always needed, and I’m all for it. But the job is to find ways to balance both. People aren’t just data points; we’re humans, with… feelings. Brand is still how you tell the world who you are, what you do and why you matter to the world. That doesn’t necessarily drive a click. But it does impact brand loyalty long-term. I think you have to still be a bit of both to succeed in today’s marketplace.
Be ready for AI disruption. Yes, AI is changing how we work. But this industry has been here before, when computers replaced paste-up. Our world didn’t end then; it evolved. My bet is that the good guys win – just like in the movies! What’s more, with so much sea of sameness, novel ideas will begin to rise to the top. Creativity will separate itself from the pack. I’m not saying it will be a renaissance, but being different will win the day. So the people who test and learn will be the ones who figure out how to use these tools best.
The other things I see
For students getting ready to enter the workforce, I left them with three pieces of advice.
Be loyal. Be loyal to the brand you’re working for, and be loyal to yourself. Here in Columbia, we have a great example in Dawn Staley, who has shown what commitment to a program and to your own values can build.
Be collaborative. Work across teams. Creative problem solvers are everywhere, not just in the circle of new hires who wear all black and know this week’s top reddit trend. Communications is about community. Tap into your network. Find your team. Even though at the time, he thought he was the special sauce, Michael Jordan didn’t win his championships alone.
Be you. Create a portfolio. Have a conversation. Reach out, and then reach out again. Proof your resume, but work even harder to tell your story. Like Lady Gaga, don’t be afraid to stand out. This industry is made for those who know themselves well enough to showcase their differences from the outset.
The bottom line
This industry will keep evolving. The channels will shift, the tools will get smarter and the metrics will multiply. But the people who thrive will still be the curious, tenacious, hungry, restless and joyful ones. They will be the loyalists, who collaborate generously and aren’t afraid to be themselves. They will be team-driven, results-minded and focused on what’s next. Are you ready?