Sparking - Moving you forward

Narrate Newsletter


Do you want to show up more creatively for your clients and your colleagues, your family, and your friends?

Do you want to default to thinking about opportunity versus focusing just on problems?

Discovering Hope is full of proactive steps you can take right now, to achieve a more positive mindset or to help maintain the positivity you already have

Getting Positive reveals that more optimism is close at hand

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Developing Trends – Final Third, 2016

Through daily conversations with senior management in agencies and candidates looking to build their careers I’ve seen some important emerging trends:

Marketing agencies versus Advertising/Media/Digital Agencies – While all agencies specialize with a core competency that provides the bulk of income; big data is driving a need for integrated solutions – with meta services covering TV, website, public relations, outdoor stitching communication into a seamless whole.

User Experience Focus – From brand consultancies to digital and analog agencies, ‘user experience’, is now key. Clients want slick, streamlined processes with simple calls to action that are fun for users. Easy to say; enormously difficult to do.

Client-Side – Many of your peers see increasing possibility with their career options and an increasing number of strategists seek the ability to broaden their ability to impact overall brand evolution and user experience. This client/startup move also has much to do with perceived ‘relative’ stability away from the agency world.

Consultancy Smultancy – The big consultants are no longer the emerging competition but active ‘players’ in a landscape that seeks to harness big data and smart technology with creativity. This is manifesting with the big consultants’ acquisition of talent or through agency acquisition. Creative agencies are increasingly going the other way, investing in data and technology specialists. The challenge for agencies is that it’s the big consultants that are more often perceived to be trustworthy with data/numbers.

In-House Marketing – The movement of ever more strategic talent client-side is making the movement of such talent to clients more the ‘norm’ and with it, the idea of clients developing in-house agency resources in part or total. This trend will continue as long as clients believe agencies cannot deliver or will not deliver at the price-point they believe fair.

Big Data/Programmatic – It’s all about the customer stupid! Ever more sophisticated large-scale data collection and synthesis aids both understanding in targeting and in measurement of campaigns. The trend to understand all

Career Options – More than ever, strategic planners have options to work in a range of non-advertising environments. Clients are increasingly recognizing the benefits the rigor/approach/thinking/toolbox, strategists can deliver. PR and media agencies have become fertile sources of employment for account planners in recent years. That said, digital, design, brand, innovation and technology consultancies have all become real options as of course have client-side and start-up client-side opportunities, particularly in the Bay area.

Homogenous Hiring – I work with agencies working across the spectrum of communication, (TV, digital, activation, media, PR and multicultural) product, brand, design and innovation consultancies. The briefs for desired strategic hires are looking ever more similar as agencies increasingly see a convergence of offering. Digital/UX, data, technology and research backgrounds are key. This homogenous hiring is often about agency turf wars/budgets (even within the same holding companies) and perceived expertise with clients versus (at least as a primary driving force) genuinely trying to offer strategic clarity and the best one-stop integrated solutions.

Titles! – Everyone today is a planner/strategist of some description. Everyone is also a master of brand building. Really? Well of course not. These are just titles! The truth is that there are more digital (SEM/SEO/ETC) channel experts (used to be called Media Planners, than ever. They are important; They play their part and that part needs to be understood by them and those hiring them.

Making a Difference – Perhaps there really is a social awakening. More individuals I talk with want to make a real difference. This desire is transcending age groups. The agencies targeted, consumer social responsibility (CSR) and purpose driven. The opportunity for big brands to tap in to, (for purely short term financial consideration) or better still truly embrace this cultural awakening, (with even bigger potential financial upside) are enormous.

Planning Your Future

Two questions I’m frequently asked by planners: ‘What makes me most marketable?’ and, ‘What are my career options?’

The good news for planners is that the career options are extensive. We’ve seen planners (good ones) go to branding agencies, PR shops, media players, digital homes, design spaces, innovation boutiques, research houses, client-side, start-ups, consultancies of all hues, many have freelanced and others have set up their own businesses in unrelated areas.

And what makes planners most marketable? Perhaps the best insights come from your peers that took the plunge.

  • For me today the virtue most needed for folks wanting to change the fortunes of brands is fearlessness’ Michael Fanuele, Chief Creative Officer, General Mills
  • A tendency to listen more than to speak’ –Katie Dreke, Global Brand Director/Advanced Concepts, Nike
  • ‘What matters most is intellectual curiosity and an aptitude for change’–Ivan Wicksteed, CMO, Old Navy

In my experience strategic planners in most demand have a business mindset with a results focus; an ability to communicate and gain confidence through understanding client or colleague motivations; and an appreciation of the role that technology plays in building brands.

Looking forward to taking with you about your career progression.

Stuart

Articles and commentary that might be of interest…

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Career Self-Assessment

Paid employment consumes at least a third of our working hours and in many cases much more, yet most of us don’t give it the planning it deserves.

Satisfaction at work has an outsize impact on overall life a newsletter for creative strategy/brand planning professionals satisfaction as well as our mental health.

Optimizing workplace happiness is an obvious and perhaps ‘natural’ thing to do, yet too few of us invest the time to assess and plan for success.

Intermittent checks and on-going benchmarking against goals set are vital not only to achieve objectives but to bring clarity, help feel in control and provide a way to show progress in your career… and life.

Please find below a series of links addressing your career success in 2016 and beyond. While the quality of questions you ask yourself is key, so is asking the questions in a context that gives you the time and space to answer such questions honestly. This is the focus of my most recent articlepublished just last week

All the best,

Stuart

Articles and commentary that might be of interest…

The Oscar for Self-Awareness Goes To…You?

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As we approach the Oscars, no few fictional accounts would be more surprising than the 2016 reality that is the Hamar tribe of southern Ethiopia. There, the rites of passage to becoming a man include the tribe member running naked, over the backs of five bulls held together by other tribal members. If the individual can run backwards and forwards three times without falling off, he achieves manhood.

In support of this effort, during the afternoon before the bull running attempt, to prove their strength and solidarity, female relatives seek out male adults and aggressively pursue the men to hit them with a cane! Further when they are struck and scarred they are happy and smiling and when they are not, they overtly disappointed.

Rewards and Punishment – Rewards are not the same for any one person (or tribe) and the same rewards’ value can vary at different times. Society defines what rewards and success are. Conventional thinking here in the west is unofficially defined as being ‘big!’ (Office, car, salary, title) But, big for you can be (self-esteem, knowledge, free time, family, spirituality, learning).

There is no ‘right’ or wrong reward. That said, what is failure for me is a lack of self-awareness as to what we regard as reward and what is a punishment. Without this self-knowledge you will not recognize a great opportunity, even when presented to you.

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Growth and Nemesis – When you think about it, there are only two career directions. Forwards or backwards, progression or regression! And, growth, or stagnation, do not manifest in an orderly fashion but tend to be staggered, altering as we are confronted by major challenges or crossroads.

When they say that life is ‘all about timing’ they are really saying, prepare for the next crossroads! And, when I talk with anyone that is at or approaching a career junction, while they think they are talking about being bored or frustrated or at a lack of pay rise or new opportunity, they are in fact talking about their lack of growth: Financial, technical, vertical, interpersonal, managerial.

So, what is forwards for you? What does growth look like?

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Time – Are you making effective use of it? -Would you say that you are going through the motions, versus using your time effectively either in what you are creating now or through where the current experience will take you? If you know you could do more, much more, you owe it yourself to step up and to be more proactive. And, this is the best way to prepare for the next job (as you are more likely to be noticed when energetic/proactive.) Then again, perhaps you are you unsure whether you are using your time effectively.

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What’s needed to effectively assess your own situation? – Dependent on who you ask and based on their agendas, you will receive multiple perspectives on whether you are a huge waste of space or a pillar of the business. Impartial mentors and advocates are great to have in your lives but if you don’t, you need to find a way to effectively self-assess.

To effectively self-assess you need from time to time to get out of your ‘daily skin!’ Getting context and perspective on how things are really going for you is key to knowing anything. The quality of the assessment is also important, so a quality chance to reflect is key. Earthing encapsulates a broad ability to see clearly, to feel every day and truly enjoying your existence. Living in this mode is a combination of skills and habits that take time.

Personally I find remote travel a great way to look back on my life (away from the daily fray) and dispassionately assess what’s working and not, how I want so spend my time and don’t, the impact I hope to make through my work and am currently making or not!

How do you know if you’re on track? – Goal setting is part of the answer as is intermittent assessment of those goals, of who you want to be and the actions you want to experience. As important you need to be ‘actively’ involved in your own development on an on-going basis, not just occasionally.

Mindfulness/AKA Not going through the motions like an automaton – Along with intermittent time out reflection and assessment, we all need on an on-going basis, a true sense of self, which some refer to as mindfulness. For me, this is all about not being a robot! Not going through our lives unconsciously but the opposite! And if we know there is a poor quality to our day-to-day life, we pursue this course knowing what we are making the sacrifice of poorly spent time for. This understanding then justifies the time usage. That is, if we put up with boring, frustrating work, in growth-unfriendly environments, we do this knowing at some stage there is a pay-off, for us!

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Avoiding the Perfect Storm = A sudden loss of your job without any preparation to get the next one..

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A Sinking Ship

It’s the middle of the night and you are awoken to a shrieking alarm piercing the beautiful world that your dreams had transported you to. Brutally torn in to consciousness, you need to get out of the cabin and on to the deck. It’s dark, you are three decks down and for all you know the ship is sinking and this is not a drill!

Approaching the end of the financial year can be a very uncertain time for agency employees, as agencies desperate to make their numbers, cut the only meaningful costs, payroll. What can you do to mitigate this uncertainty?

Life can sometimes send us a perfect storm and we should anticipate the possibility by preemptively ensuring we are able to jump to another ship. Anticipation will ensure the other vessel is a yacht sailing quickly in to calmer and more prosperous waters, versus another sinking ship!

Preparing to Evacuate – Fire drills make sense

Don’t wait to make connections with other agencies and businesses; Don’t wait to have an up-to-date resume; Don’t wait to be engaged with social media, building your own reputation. And certainly don’t wait to be building specific expertise and achieving meaningful results. When you finally decide it’s time to move from your current job, be prepared in the only way you can be, leave from a position of strength. Don’t leave it until you’re desperate, until the alarm bells are ringing rather, plan ahead and, have a clear sense of what it is you are looking for. Anticipate that there could be an emergency and avert its effects because of you preparedness.

The whole idea of ‘on-going preparedness,’ covered in my previous article, ‘Mitigating Risky Career Maneuvers’ aimed to address. (The idea of actively every day preparing yourself for your next role.) https://www.linkedin.com/pulse/mitigating-risky-career-maneuvers-stuart-parkin?trk=prof-post

Significantly, even if you are prepared to leave one ship for another, you then need qualify information in order to make a fair assessment as to whether an opportunity (or ship) in front of you is the best one for you.

How to gain a true sense of the opportunity?

When somebody is desperate to hire you, be mindful that they will, whether they know it or not, try to ‘sell’ you and therefore, may be tempted to tell you what you want to hear.

Equipped with a sense of what role and circumstances will make for a great professional progression, your challenge is to ask questions which do not alert the interviewer to the information you need objective answers to.

Can I be successful in this role?

To understand whether you can be successful in a new role requires an understanding of culture, leadership style, agency goals, team, strategic style and the resources and timeframe you will have to deliver. And if working on an account, the state of the account and why the role exists for which you are being hired. You should have a clear sense of the value associated with your core skills in the new agency.

Which questions help me to truly qualify the opportunity in front of me?

So, what types of questions help you evaluate the opportunity for your next career step: Some good ones include:

Who does the agency regard as its main competition? = what type of work is ‘really done’

How does the agency primarily derive its revenue? = What is the real channel focus here?

What type of work is most celebrated here? = Creative, strategic, cost saving?

What characteristics do successful people here exhibit? = What/Who is valued?

Why is your agency successful? = What defines success here?

What is the biggest anticipated change expected here in the next year? = Gives the interviewer a chance to inform you about pending leadership, client or organizational changes.

What does a successful 2016 look like for the agency? = How ambitious are people here?

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Business Marketing & Brand Trends

As 2016 approaches, clients, agencies and companies that we work with face uncertainties and opportunities each New Year brings.

I can’t say which developments or trends are most likely to disrupt your clients business (or your career), or how they will change how it (or you) functions, communicates or engages consumers. That, of course, is the job of creative minded business problem solvers (you!) who must reflect and connect the dots.

Instead, I offer a collection of forecasts that examine the landscape, giving perspective of anticipated progression in digital, changes in content and technology, and likely shifts in cultural and consumer behaviors.

For more specific commentary on any of the attached articles or on what they might mean for your own career opportunity, as ever, I’d be happy to talk with you.

All the best,

Stuart

Articles and commentary that might be of interest…