Expert: Peter Gabany - 8/23/2004

Question
Hello again Peter!

First, I would like to thank you for wonderful insight and immense wisdom regarding my questions. I looked over your website and enjoyed the journey around. The layout is clean yet dramatic, and simple yet intelligent. I especially enjoyed the Rotary Club diret Response piece. Very engaging and symmetrical.

In my first email to you, I did include a myriad of questions, possibly equilavent to a short novel. I do have a few more questions, and if possible maybe you can explain one or two to a greater extent. I understand you're a very busy man, so I dont expect a response. However, if you want to engage in round two, I included some questions below.

I should offer you some further insight into my current situation.


My goal is to change career paths, from a District Manager in the restaurant industry  to a marketing/advertising executive. I'm turning 30 this September. My experience is concentrated mainly in the restaurant business, although I did have my own business for five years. I imported As Seen on TV, electronics, and other marketable products from China and sold them on Ebay and to other retailers and wholesalers. In addition, when  I was sixteen years old, I started to produce and sell t-shirts with the trademark logo of Pure Guts, a clothing line celebrating the lifestyle of relentless determination. I just turned sixteen and I had no business experience, although I managed to showcase my T-shirts on ESPN and several local news/radio stations by incorporating several guerilla marketing tactics. To be honest I was completely unaware of how to grow my business, I was fueled by a single idea and a passion for motivating people. Several years later I sold the trademark and moved on. I did make a profit although that was not my central issue at the time. The experience was immeasurable and I learned so many valuable life lessons, this itself was truly priceless.

Later in life I started my import business and then family duty become a priority. My father is at the point of retiring and his life mission is to pass his restaurant business onto me. I'm very thankful for this rare opportunity, although I don't share his unwavering passion for the business.

I decided finishing my education was key to my development, so I returned several months ago. One thing was certain, amazing marketing/advertising ads and campaigns simply shifted all my senses and overwhelmed me. I always had a deep love for marketing, but this love affair has only grown over the past several years. Due to my very hectic schedule, I  decided to pursue an online degree. I'm currently attending American Intercontinental University and completing my Bachelor's in Business with a concentration in marketing. This is a regionally accredited university with physical campuses as well.

After many months of intense research on the marketing/advertising industry, it appears I'm becoming more confused as to which direction I want to pursue. I originally wanted to focus on a career in product/brand management and move up the corporate ladder to VP/Partner of Marketing. Although the more I read, the more confusing everything gets. A career as a copywriter and an Account Planner looks very appealing also.

My interests are creating ideas and concepts from scratch, creative conceptualization,  branding, strategic planning, everything related to business EXCEPT for math, psychology, analyzing potential markets, internet development, motivating people, and above all, I enjoy a good challenge. Includes developing and executing TV commercials, print, radio, internet, DM.

My confusion sets in when I look at the three career options,  product/brand management( client side vs. creative side), account planner, or copywriter. I love the methodology behind business and strategic planning, which product/brand management will focus on. Although it appears that the creative side of creating ad campaigns on TV, print, etc. is not the main function of a product/brand manager. This position appears to be more business, with an emphasis on crunching numbers. Also, this position appears too be more of a supervisory role, not a hands on, in the middle of conceptual design role. As for a copywriter, this position appears to be strictly an art creation role with graphic design and layout responsibilities. The business aspect seems to be missing. The account planning aspect appears to be a math/numbers oriented role with heavy research responsibilities, and lacking the hands on creation of ad campaigns. If I'm wrong in this analysis, please correct me.  I'm looking for a perfect marriage of the two positions, one with strategic input and one with concept development, although as I mentioned my math and graphic design skills are not strong.

**What do you think, which position would fit me best based on my interests and skills that I mentioned above?

Is math a significant aspect of the account planner's job role?

Is it used daily?  When the numerical/math analysis is used, is the math freehand? By freehand I mean pen and paper math equation problem solving.

Is statistics used frequently?

Do account planners use software programs to analyze the math/numerical portions, or is this again freehand?

How is the research gathered and dissected?

Is heavy research a major part of this job?

I do live in the US, although I have learned that regardless of the commodious size of the universe, everything always comes full circle.

I greatly appreciate your reply and any advice you may offer.

What are your thoughts on a mentoring type arrangement? Something that would be beneficial to both of us. Canada is known for its beauty, and I wouldnt mind experiencing this celestial rarity again in the near future.

Kind Regards,

Lara


Answer
Lara,

I can see how the idea of working in marketing with all of it depth and options can present a dilemma. I myself am torm between all aspects of the hands-on portion of the business. I am a photographer, writer, designer, strategist, account manager and the list continues but there is one great reward to this business - you don't have to be pigeon holed.

But success can only be had if there is some focus. I sit on the line between business and creative every day. It is NOT an easy place to be. It would be so much easier to remain on one side or the other and I point this out because if you have the desires to be a copywriter - go for it. VP/Marketing will probably elude you, but Sr. Partner Creative doesn't have to. Conversely, if you venture into account planning the VP/Marketing may come your way.

Copywriting will pay poorly from the get go and is hard to find work. By the way where do you live? Are you located in florida or central US, its just nice to know where you from to better understand the opportunities.

**What do you think, which position would fit me best based on my interests and skills that I mentioned above?

– Account Planner/Strategist is by far the better choice when considering what you have given me. If you would be better off in the other positions, these would come clear eventually but the path of account coordinator/account executive would NOT be a waste.

Is math a significant aspect of the account planner's job role?

– What are you worried about here? You have to be able to count. You have got to be able to add, subtract, multiply and divide and you will have to understand percentages but in so far as understanding calculus or algebra, while it is endemic to the process, you won't have to do any pen to paper stuff. Listen, I just ask my accountant if it gets to complicated.

Is it used daily? When the numerical/math analysis is used, is the math freehand? By freehand I mean pen and paper math equation problem solving.

– NO

Is statistics used frequently?

– Yes, yes and yes. But not high level math statistics, just 80% of the people love it, 15% hate it and 5% don't know. This info comes from research people not you. But you should know what these numbers mean.

Do account planners use software programs to analyze the math/numerical portions, or is this again freehand?

– Media planning and buying requires the use of simple math. Like an ad costs $12,000 and a TV commercial costs $87,000. The mean for the target group for the Brand Dvelopment Index is 120 vs the competative brand being 86. 100 is the middle or status quo, so the 120 allows you to make the choice to spend money, whereas if you had an 86 you would not spend. This sounds a bit confusing but it is simple ratios - over 100 you buy, under 100 you hold.

– We use time billing software, where you click on the green stop watch when you want to start work on a job and click the red stop watch when you are finished. The software does the calculating.

– We also create client BCR's or budget control reports. The annual budget is $500,000. Job a was estimated at $3,600, actual cost was $3,432. You now have $3,432 less to spend this fiscal. Other than these examples and so higher financial planning as it pertains to keeping the business afloat, there is little left in math requirements for this job or any job in this business, until you are conducting statistical analysis in a research role. but like us, you will probably hire these people in if the understanding behind those numbers is required. The fact is we can presnt the numbers that point to doing something becasue 96% of the respondants say that is the way to do it and the client may say, "well that's nice, but let's do it this way instead".

How is the research gathered and dissected?

– Research professionals do this under contract. You will simply have to know, trust and understand what your research consultant is paid to find out for you. Someone comes into your dad's restaurant and says that more peole would enjoy table linens opposed to paper placemats (and I have no idea what type of establishment he operates). Does he take their advice based on statistical analysis? Well if he operates a fine dining room, maybe. But if the research people polled the upper market that don't frequent your dad's fish and chip shop, your dad would tell them to take a hike. He relies on his math and knowledge called cash receipts.

Is heavy research a major part of this job?

It should be and in some cases where the client will pay for research then research is a great market indicator and simply insurance for the ad industry. But please don't worry about the math or research or having to scribble difficult formulas. This business is far more about understanding people. Psychology, philosophy and sociology are far more relevent than high or low math analysis.

Take a break from this and navigate to <www.lovemarks.com>. No, its not a pickup site or tatoo parlour its about branding. Also look to <www.frogdesign.com> and <http://advertising.utexas.edu/world/>. These are great resources and inspiration. Under the utexas link navigate to Advertising Agencies and look at several of these. Look at design agencies as well, because design is where it happens in my book. Advertising is great and we love it but it pales compared to graphic design.

One last thing that I wish to point out. You made the comment – As for a copywriter, this position appears to be strictly an art creation role with graphic design and layout responsibilities. The business aspect seems to be missing. – here is the biggest point of difference. If you can bring business understanding to the delivery of creative works for the client you won't only have arrived, but will be praised for your work.

Thank you for your inquiry. Now check out those site and get excited. Also give me your dad's number, I think I would like to try the restaurant business ; )

Pete