1. Before we dive into your role at Thinkerbell, what has your career journey looked like so far?
Crazy. It’s been a journey, that’s for sure. It’s been filled with having to make a lot of decisions that will affect your future career, and making them fast. But more so than that, it’s been years of learning, listening and processing.
2. Transitioning into work, what the heck does a Brand Thinker @ Thinkerbell do?
What is Thinkerbell?
The short answer is that Thinkerbell is Measured Magic. The long answer is that Thinkerbell is an independent agency where we bring together science, data and research with creativity to make some bloody good ads.
What does your role entail?
Most traditional advertising agencies would view my role simply as a strategic planner, but at Thinkerbell, it’s so much more than that. I not only work incredibly closely and collaboratively with the client, but also with creatives.
We work together in Thinker/Tinker partnerships to solve the clients problems, make some award winning creative, and of course, create some magic.
3. What’s an example of a campaign that you’ve worked on in your previous role and what was your role in bringing it to life?
Campaign Name: Kathmandu Brand Re-Positioning
What was it?
Kathmandu needed to completely reposition their brand to help remove negative connotations that they’re constantly discounted and “always on sale”.
What was my role?
I was basically the data guru. Everything from primary & secondary research to stakeholder interviews to focus groups. It was a long and drawn out process that eventually landed Kathmandu in a solid white space in the category.
4. For students who are curious about a career as an advertising planner/strategist, what do the entry level pathways look like?
Despite what a lot of people will tell you, the entry pathways to getting your foot in the door as a junior planner are endless. The one thing employees look for in a junior planner is curiosity. So show them you’re inquisitive, show them you’re eager and show them you have the will to learn, and the doors will open.
What are some good creative agencies to work for?
Ones you like the work of.
5. What one thing you recommend an aspiring advertising planner/strategist do right now?
Read, read, read and read. And I don’t just mean marketing books. Get immersed in any category you can. Tech? Great. History. Awesome. Fiction books about wives killing their husbands, PERFECT.
Learning how to craft a narrative, and therefore a strategy is something that takes time, so the more stories you read, the better you’ll get.