Getting the message across

Will Brayne is a brand and communications manager for the mobile sector. Responsible for developing and maintaining brand identity, this includes drawing up the consumer and trade communications strategy, working out how to best manage the company’s public face, and to help generate interest from potential clients.

A typical day for a brand and communications manager would involve working with the creative and PR departments to pull together a trade marketing campaign and win new business. It may also include meetings with other companies or organisations to discuss potential sponsorship deals or corporate social responsibility initiatives.

Career journey into advertising

 Will Brayne is a brand and communications manager for the mobile sectorI did a degree in History of Art. Although not directly useful to my current career development, it was definitely an advantage for writing copy, dealing with artwork and creative departments and generally giving me an eye for effective design.

I just got thrown in at the deep end, learnt on the job and kept my eyes peeled for the senior staff that enjoyed giving advice and support. They are invaluable.

Before my current position, I worked as an account manager in an experiential marketing agency. Essentially this meant project-managing a marketing campaign for a youth-targeted product with a particular focus on live events incorporating music.

Advice for getting into advertising

“If you get offered greater responsibility or can see an opportunity, seize it with both hands.”

Get your foot in the door by taking a role in a small company (particularly in start-ups which are very flexible) even if it’s not exactly what you want to do.

Don’t worry if it’s not paid as well as you’d like., Just get in there, make friends, find out more about the industry and then start to tell people what you would really like to do. If you work hard, are enthusiastic and interested everything will fall into place faster than you think and people will bend over backwards to help you out.

Skills and qualities to look for are:

• enthusiasm
• interest in the industry
• a good basic knowledge of the sector
• for brand work, a keen eye for design is essential
• for communications work, excellent written and spoken English is a must.

In interviews, the most common mistakes tend to be in attitude. Remember the person interviewing you will have to work with you every day and it is essential that you not only come across as someone that will get the job done, but someone they will enjoy working with. Respect and enthusiasm will take you a long way.

Perhaps those that do struggle should be more prepared to get their foot in the door of a company in the right industry, rather than holding out for the perfect role. There is plenty of time to find that once you’re in.

Look out for companies doing something new and interesting. Many people end up working up the ladder one step at a time in companies and roles that are difficult to talk about positively when looking for the next job. Make sure that you always have an exciting story to tell to a prospective employer and if you get offered greater responsibility or can see an opportunity, seize it with both hands. You need to help yourself to stand out.

The future for advertising

A decline in consumer spending and a growing cautiousness due to financial concerns is the biggest concern for advertising. Risks must still be taken for the industry to evolve, no matter how tough the economic climate.

This is a time to look towards partnerships, companies making the most of each other’s resources for mutual benefit.