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Kevin Roberts Advice for Young Advertisers
By Bernadette Peters

Advertising is big business. Billions of dollars are spent on advertising every year and to outsiders the industry appears to offer a glamorous career. It s a fast moving business where most employees are under 40 new agencies spring up regularly, while established agencies are regularly undergo mergers and acquisitions. Is it any wonder then that every year thousands of young people want to break into the highly competitive advertising industry.

And there s no shortage of advice - a search in Google for “advertising career advice” produces over 8 million results.

Here s what advertising guru Kevin Roberts, worldwide CEO of the enormous Advertising Agency Saatchi and Saatchi, told a group of enthusiastic advertising students…

Roberts covers a few main points for effective advertising:

Action
“The Ad Industry is an ACTION Business. That s what differentiates it from other businesses,” he says, “You must keep asking: will this incite an Action?”

Emotion
Mystery, Sensuality, Intimacy. Roberts is passionate about emotion in advertising, instructing that it is emotion that insights action. “It s not about attention,” Roberts says, “It s about attraction”.

Storytelling
Roberts pleads for the students not to produce ads that are rational. Claiming the information age is over, and consumers want to be entertained, we hear that the storytellers will be the heroes of the 21st Century.

Finding Insight
“The consumer is not a moron, she s your wife.” Roberts quotes another advertiser David Olgivie to highlight that to look for insight, creatives must get to know the consumers through observation.

The interview
Once a young creative is equipped with their tools, Roberts believes they must take charge in the interview room. “You should go into the interview and interview the employer,” he says. He recommends asking how much responsibility you will get, how much recognition, and how much Joy!

Kevin Roberts believes in the young creatives so much that he has flown half way around the world to tell them this for free.

It was a rare insight. Ink for the creative notepads.

Article by Bernadette Peters who works for the Media Design School (http://www.mediadesignschool.co.nz/), a tertiary institute specialising in high-end undergraduate and graduate qualifications, including creative advertising qualifications.

Media Design School is located in New Zealand, home of the “Lord of the Rings” movie trilogy.

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