My first 30 days at The Brand Agency

After winning AWARD School, Lauren Regolini started at The Brand Agency a month ago as an Art Director. Here’s her first impressions of what its like to start working in an agency.

After 30 days at The Brand Agency, what have I learnt? More than can be put into a mere 434 words, so here are just a few things:

First and foremost, I’ve learnt how an advertising agency actually works. I’ve learnt that it’s not as simple as the flowchart diagram on page 32 of your already out-dated textbook. In fact, the structure of an agency such as Brand, seems to be constantly changing and adapting to suit the clients and their needs. This helps provide a different perspective and an alternative approach to every brief.

Thanks to the open plan workspace, I’ve learnt a lot simply through observation. I’ve seen it encourage collaboration, enhance working culture and increase the sales of noise cancelling headphones. Without the intimidating knock on an office door, you can query a brief or pitch a crazy idea to the tech guy (or gal). Most importantly, the open plan office has given me the opportunity to work with and learn from every single person in the team – who are all as eager to share their years of knowledge and experience, as I am to learn.

After presenting work to my first client, I learnt the importance of properly pitching your ideas. Specifically, how even the most minor detail can distract and deter from your concept. I’ve also realised the power of body language and enthusiasm and how this can translate to the rest of the room. Each of our clients is as different as each product, service or cause we are communicating for them. This has opened my eyes to the opportunity we have to really make a difference.

Over the past few weeks, I’ve attended both a TV commercial shoot and a radio recording. From this, I learnt that if you write a radio ad you will be expected to voice it, fairly well, when you present. If you voice it fairly well, you can quickly find yourself in the recording booth – yelling, in the high-pitched, hysterical tone of a woman whose husband has ruined her chances of redeeming a winning lotto ticket. That certainly wasn’t in the job description.

Recently, I had the opportunity to observe a focus group session where people were shown concepts that we had spent several late nights developing. A sure way to develop a thick skin quick, it provided great insight into the minds of the audience. It was a much-needed reminder that ultimately, our job is to communicate to real people in an attempt to change the way they think and act. It’s about what’s most effective, rather than what’s the coolest idea – but it’s great when it’s both!