Career Development - Dec07

Switching Lanes

Each of us has to learn to crawl before we walk. It's a natural progression. However, when it comes to individual career paths, there's no magic formula - just a mix of hard work, talent, passion and a pinch of luck. 

Curiosity always motivated me to find out more, learn more and understand why things happened a certain way. My career in advertising and marketing started from these roots together with a keen interest to get into the minds of consumers and figure out what made them tick. 

My first advertising job started at Ogilvy Direct Marketing, learning the ropes of one-to-one marketing, understanding consumer touch points and how to woo them. I then progressed through the ranks to work on print, television and online ads. I learned that the production and execution of each medium varies drastically, yet each must be integrated and complement the other to achieve desired results. As a brand develops, like a child its first steps are tentative but over time, it gradually achieves a firmer footing as it evolves and grows. I love being part of this process. 

After several years working on major accounts in agencies, I made the switch to my first in-house role with Volvo, taking charge of regional marketing across ten countries. The timing was perfect as it was the year Volvo evolved from a boxy car to a sleek sexy vehicle. Transitioning from agency to in-house marketing roles has given me a better appreciation for the workings on both sides.

One of the hardest changes to adapt to was getting used to a very different work culture. Where agencies are more laid back, the working environment in-house is far more structured and corporate in nature. There are also marked differences in company structure, processes, workflow and key performance indicators.

In-house marketers have a bigger say with management compared to agencies especially when addressing marketing strategy and budget allocations. Agencies are constrained by the amount clients have asked them to work with for a creative or campaign, so it was a refreshing change when I had the opportunity to ‘create' as opposed to being told ‘what to create', after I moved in-house and was able to direct marketing dollars where they were needed.

Whether working in an agency or in-house, project management skills and effective time management are required by all marketers. Client marketers have to look beyond creative execution, where success of a campaign depends on co-ordination between multiple business units, product lines, vendors, business partners and management whilst considering sales, revenue and profit targets. 

In my current position, I've been able to bring together 11 years of experience (five spent in agencies and six in-house) to work closely with marketers from major brands and their media agencies to strategically manage and execute ad campaigns targeted at youths in Asia.

Having been on both sides of the fence, the industry knowledge and functional experience I've gained has been invaluable.  Not only has it allowed me to be a smarter client, armed with the necessary tools to more efficiently manage client agency relationships in an in-house capacity while with Volvo, Yahoo Southeast Asia and MSN.

My clients with MTV Asia, know they can entrust their campaigns and brands to my charge knowing I'll treat it with the same care having been a in-house brand custodian myself.

Tips for a successful switch

1.      Multi-tasking, strong project management and people skills are absolute must haves

2.      Be adaptable and flexible. Transitioning from agency to client means facing new challenges in performance expectations, workflow and processes

3.      Look beyond the brief - it's not just about the creative or the campaign, but how to sell products and services, grow the brand and ultimately, the bottom line

4.      Don't be a ‘yes' man. Get involved in strategic and budget planning

Yvonne Tey

Director of Marketing Partnership / Client Service

MTV Asia