Expert: Peter Gabany - 11/13/2008

Question
QUESTION: Hello, I have a certain question regarding Advertising Industry. At the moment I'm majoring in Communications and hoping to transfer to a school where Advertising is specialized. I was just wondering to know, what does it really take to be an Advertising Specialist?, many people say that I wouldn't be able to handle it, because I am too nice of a person. but I enjoy being creative and the concept of persuasion of certain audience, so I guess my concern is what does it really take to be a great Advertising specialist?. Thank you so much for your help!!

ANSWER: Tenacity, perseverance, understanding, leadership, strategic thinking, outgoing personality, wit and charm - this is all that it takes. Oh yea and an ability to be looking behind you to see who is trying to stab you in the back.

Most of the above is VERY true and this only points to character not skill or knowledge. If there was one sure attribute I would have to say that it would be self-assuredness. If you read the book good to great the one person that stands out is Jack Walsh of GE fame. It is said that if anything went wrong, no matter who messed it up he took the blame and the flack for the company, for his people. If things went well, such as company performance, innovation or other he always stood back and sent the praise for his people. Of the 600 business leaders polled in the Good to Great book only 11 emerged as true leaders.

Question is - where do you fit in. Be a tyrant works as a business leader and often intimidation is the modus operandi of many but to stop their and say that a nice guy can't do it I recommend that you look to Jack Walsh.

I have a friend who is a Sr VP of special projects for a large company. he is straight forward. Wants recommendations and a rational and a modicum of his time to move on issues. But he is one of the most down to earth individuals that I have met. I feel fortunate.

I also met another business owner, engineer, leader and now that he retired from his primary career has hired our firm to work on his new company. He has great insight, is child-like with enthusiasm, is incredibly diplomatic, to the point and a joy to work with. he questions most everything and looks to us as professional practitioners and if he believes in our approach backs it through and through.

If you ask me, these people are prime examples of what should be in the advertising industry and of the people I know in this industry there are very few of this type but the industry certainly could use more.

I hope that this helps. Please let me know where you are going with this and if this is of any solace.

Pete


---------- FOLLOW-UP ----------

QUESTION: Thanks for your response, at first once I read the first sentence, it truly made me laugh, but to be honest with you, I think I do carry certain traits as your described. My personality though I would say is that I get some what intimated of certain people and maybe even nervous. so that is something I need to work on. also would you say that the job for the Advertising Industry is hard to find? Thanks again for your response!

Answer
Nothing in life is easy and absolutely nothing in advertising is easy. If you really want the job the job will find you. That does not mean that it is easy. Getting in on the ground floor is what matters. Getting account management positions are easier than creative positions and if you are creative you can get both.

I am pleased to hear that you have these qualities as a person. Persevere!

I hope that this is helpful,

Pete