Marketing Career Advice
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Transcript of Marketing Career Advice
The future isn’t what it used to be!Colin Lewis
So you want to have a career in Marketing?
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Here is my take on how to succeed
in today’s world based on over 20
years experience
What did the old guys do?
Rule #1Look Back
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A history of advertising…the context
David Ogilvy• How to Manage an Advertising Agency
• How to Get Clients
• How to Keep Clients
• How to be a Good Client
• How to Build Great Campaigns
• How to Write Potent Copy
• How to Illustrate Advertisements and Posters
• How to Make Good Television Commercials
• How to Make Good Campaigns for Food Products, Tourist Destinations and Proprietary Medicines
• How to Rise to the Top of the Tree
• Should Advertising Be Abolished?
Rule #2
The old ways are fallingInformation is freeInvent your own
Procter and Gamble Executive: Neil McElroy
• 1933: McElroy wrote a memo outlining the new position of "Brand Man," establishing the discipline of brand management.
• The system defined how P&G managed competing brands to dominate categories from detergent to shampoo.
• McElroy later became P&G president and served as secretary of defense under President Eisenhower.
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Pat Weaver - NBC
• In the 1950s, TV was run like radio, with sponsors producing and controlling their own programs.
• Pat Weaver argued that networks should produce the programs and sell commercial time to advertisers.
• He introduced the concept of selling airtime to advertisers on TV
• This then became the 30 sec ‘staple’ length
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Get Techy
Rule #3
Confused.com? current marketing software available
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Source: Scott Brinker Martec blog
Rule #4“Sums”
Rule #5
Source:
William T. Moran
‘The Great Marketing Revolution’,
February 1956
Rule #6: Learn how to write And speak
Become an Apprentice
Rule #7
Get reading. Go wide. Go deep..
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• Learn how to learn
• Learn to love learning
• Then a master + expert