Expert: Sean Trapani - 8/24/2004

Question
Hi Sean!

WOW, 15 questions, well I don't like to do anything half ... ;)

It appears I must have made a typo; my name is Lara, not Sara. But feel free to call me Sara if you want.

Thanks so much for your help. Taking time out of your hectic day to help aspiring ad executives is truly selfless. You definitely get the keys to the kingdom now!

If you can believe it, I actually left out 50% of my questions. I didn't want to expose you to immense information overload that would lead to any physical or mental harm. However, here it comes; it appears you can handle a myriad of questions and walk away unscathed and with a smile. This hypothesis is based on you working for South Carolina's largest advertising and marketing firm as a prestigious Senior Copywriter.

I looked over your website, must say the layout is very clean, effective, and engaging. Impressive client list and I especially enjoyed the United Way print campaign. The print ad of "wouldn't amount to anything" was very powerful and the impact was profound.

If you find yourself yearning to answer some more of my questions, please feel free:)

If you have extra time I would greatly appreciate your insight. (I know, advertising and 'extra time' is an oxymoron).

I'm actually seeking career advice. My deep passion and unconditional love for advertising/marketing has left me torn between three career paths ( Account Planner, Brand/Product Manager, or Copywriter). Two of these careers are more business and one is completely creative. I'm seeking the perfect marriage of business strategic planning and heavy creative development.

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. Is this true? Does the brand manager on the client side get involved in developing ad campaigns?

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? Also, to advance in this career, do you have to have a very talented writer's talent? It appears the most successful copywriters are unique and very talented professional writers.

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.

My weaknesses are math, and I lack experience in graphic design/progrmas, and drawing.

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

If my goal is to advance and eventually become a VP/Partner, which position is best to start as?

Is it best to get a job in an ad agency or start at a company and work the client side, based on my skills and goals?

The most important goal I have now is to focus on one career path and obtain additional education if necessary. **Most importantly, I would like clarification on which position would fit me best based on my interests and current skills.

I'm not opposed to learning extra and will do whatever it takes.

I sincerely appreciate you reading this and any advice you may offer.

I do live in California, although I have learned that regardless of the commodious size of the universe, everything always comes full circle. Plus, if you're ever in San Diego, I'll treat you to a truly amazing homemade tiramisu from my father's restaurant. It may even be a match against your beloved tiramisu from Baltimore's Little Italy! ( Anything is possible)

P.S.  You have definitely lived up to your company's philosophy....“Helping create success for the people we touch.”

Kind Regards,

Lara


Answer
Dear (S)Lara,

Clearly, you've put a lot of thought into your career path (clearly). And while, like you, I appreciate looking at challenges from every direction - and analying them ad nasuem, the best advice I can give you is, to quote Joseph Campell, "follow your bliss."

Something about advertising caught your eye. Was it the idea of creating something every day that wasn't there before? Was it fearlessly looking at a blank page and saying "this is my domain?" Was it appreciating the thinking behind good advertising...understanding how the product was uniquely positioned...recognizing that the true brilliance was the idea behind the ad? As you search your own heart and mind for the answer, you will become more comfortable with choosing a path.

I will say this. Your impression of the function of a copywriter is a little dated. In the time of Ogilvy, Bernbach and Burnett (circa 1960s), copywriters were mainly wordsmiths. Today, there is a much higher level of strategic thinking in your more seasoned copywriters. The job title itself, is dated. Copywriters often think conceptually and visually - here's a quick test: When someone gives you directions to a place you've never driven to before, do you prefer the directions in "turn here" written form or in the form of a map? I'm the latter - a very visual thinker, who often develops work on a sketch pad by doodling.

Point being, if you're passionate about the creation process, don't feel that you're short-changing yourself by pursuing a copywriter's path. From your letters, it's clear that you have strong language skills and you're thoughtful. If you're one of those wierd few who can develop an interest in practically anything, copywriting may be your path. Also, our VP/Director of Strategic Planning started his career as a copywriter. Then, he decided he liked the thinking/strategic side far more than the creative development portion.

The bad news is, it may be tougher for you to break into the biz as a copywriter at this point in your professional life. Junior copywriters are usually fresh out of college, and willing to work ridiculous hours for minimal pay. With your background, you may be better suited for brand management...especially for food or food service clients.

Whew!

I hope this feedback stimulates some thought. I may not be able to provide you with the right answer, but hopefully, I've helped you think about some of the right questions.

Ciao,

Sean T.

P.S. - my background, prior to advertising, was in the restaurant business, too! And, my dream - for after advertising - is to have my own restaurant. Proof that the grass is always greener...