AboutPeter Gabany Expertise Strategic planning:
Objective based advertising, Ad creative, Writing, Photography - buying and making, Illustration - buying, Print, Outdoor, Event, Media, Media Planning, Broadcast, How to select an agency, What the client must provide, Pitching a client / being pitched
Experience Over 25 years in the business - 22 years operating an agency. Creative direction and agency management.
I may be starting in-house at a new company, where my role would involve the advertising, marketing, and general PR. This position did not exist before, and I would be able to choose my title e.g. Head of advertising.
Since I want to eventually become an advertising copywriter (in the UK or US), and would be mentioning this role (and title) in future interviews. Please could you suggest whether I should stick to a simple 'Head of Advertising' title? Or opt for something more grand e.g. Head of Advertising and Marketing strategy'
I would hate to waste this opportunity to brand myself!
Thank you,
Carter
ANSWER: Wow - what a great opportunity. And quite a large portfolio. How about “Director of communication services” as this best includes all aspects, advertising, marketing and PR. Now there may be some governance issues and they will not be able to use director in the title but fly it up the flag pole as it would be a ringer. If not try Communication services manager. I would not use advertising in the title as it is limiting.
Please let us know if you ever require backup, need help?
Pete
---------- FOLLOW-UP ----------
QUESTION: On the basis that I definately want to become a copywriter (and one day a creative director), thereby not being in a general marketing role, would you insist that a Communications title is best?
I am concerned it is too broad, and I can't help but feeling that prospective employers might be more impressed with a title which explicitly mentions advertising.
However, I am new to the advertising and marketing world and these may be unfounded worries based on lack of experience.
Thank you again!
Answer Carter,
The reason for the recommended title is simple - you don't know where you will end up. You may wish to be a copywriter and live for the opportunity to play a creative role. Awesome! If that is the case then why are you taking this position?
You will have more exposure to strategic planning, writing marketing plans, creating spreadsheets, creating forecasts, writing news releases and developing relationships with corporate, regulatory and government affairs people, creating media alliances and developing media plans than any sort of creative writing. But heck this is ALL GREAT. To be thrown into this mix of disciplines at this early stage will only breed a greater understanding of the communications process and the demands of the marketing side of the business.
If you think for one moment that a prospective ad agency will not see value in this experience or a position title of director communications you are sadly mistaken. I already want to hire this person or take the job. This is a gem. The be down-slotted to the role of advertising manager to me sounds like you are an order taker. You slot the ads in where necessary. Head of advertising in a one person operation will beg the question: so how many people did you manage? As communications director you are in charge of it all, regardless of where you find your resources.
But it is in the end, your call. I wish you the best and feel free to write to me directly if required - peter @ limelight . org -
