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Mati Kettell, advertising student, Bournemouth University

6 min, 46 sec read
8:15 AM | 14 April 2014
by Jim Compton-hall
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I am a first year student at Bournemouth University getting involved with all things creative and digital. More specifically directing and copywriting but I want to have a little experience with everything so I can pinpoint exactly what I want to do and be versatile with my work. 

Find me on LinkedIn and or Twitter to connect with me and it you've got any queries, give me an email. I rarely say no to opportunities (within limits).

What drove you to take up a course in advertising?

I found the advertising industry through my experiences with other areas of the media. I love film, photography and design. My teenage years were spent revolving around a camera. I was constantly making short films, writing scripts instead of homework and planning out ideas during classes. But as much as my love for production grew, I was always driven by good ideas. I took an interest in what businesses were doing, I looked at advertising and thought to myself “Yeah, I could do that”.

"When I understood my strengths and explored advertising I knew it was the industry for me."

I read a quote from Jef I. Richards that stuck with me: “Creative without strategy is called art. Creative with strategy is called advertising.” This quote reflects my beliefs. I’m a strategic thinker and a problem solver. When I understood my strengths and explored advertising I knew it was the industry for me. 

I was not concerned with studying advertising at university until I looked into the curriculum and content involved. Bournemouth boasted units covering the entire spectrum. What appealed to me were the relevant units such as exploring the psychology of consumers and their behaviour and the strategy behind good marketing communications. Also surrounding myself with likeminded individuals and taking advantage of the extra opportunities that they provide appealed to me.

What's the best thing about advertising?

The variety of briefs as well as the people that make up the industry is the best thing about advertising to me as the people of the advertising and creative industries hold true to their passions. They’re the most unique people who all share one similarity, advertising. The people that I’ve met at events, guest lectures and agencies are an inspiring mix of talented, comedic and creative geniuses. 

"I know what I want to do now and I wish that I didn’t spend time stressed out over what I wanted to do."

The inherent feeling that this industry is for me is my biggest motivator and I’ve never needed to question it. When you get given a brief, it can change your perception of a product or brand. I find it fulfilling, researching a brief and the challenge of answering it. 

Which agency would you love to work for and why?

Wieden + Kennedy are an agency who tick all the boxes when it comes to my dream workplace. They’re passionate about the work they do and it shows, it’s to an exceptional quality. Their ‘Wiedenisms’ are clever rules to live by and ones that I can relate to.

What's your dream role and why?

If I could choose any job, I would be directing. Whether it would be in production creating feature length films, or as the creative director of an agency with some really interesting clients, being the creative vision behind work that’s promoting good in the world.

These two roles are what I see myself doing in the future, I don’t see them as mutually exclusive but I do want to find myself falling into a job and knowing then and there that it’s meant for me.

Is there anything you know now that you wish you'd known earlier?

Not to be afraid of trying new things. I know what I want to do now and I wish that I didn’t spend time stressed out over what I wanted to do. Getting out there and doing what I’m passionate about allowed me to love learning about the industry and I wouldn’t have had this experience without putting myself in situations that I wasn’t comfortable with and learning through experience. I now live my life knowing to approach the things that scare me, accept the toughest challenges because they’re the ones that I learn from. 

What's the biggest challenge you've faced so far?

The advertising industry in itself is probably the biggest challenge as a whole, it’s so competitive and a constant struggle to keep up with everything that’s going on at this point. Despite that I am loving every moment of this challenge. I’m busy all of the time from being proactive and want to give it my best to stay one step ahead. I feel like if I break the rhythm of work then I’ll lose out on so many opportunities and possibilities. 

"I’m always surrounding myself with new information and it’s habitual for me to implement the things that I learn into my life."

Me and my partner have been thinking, working and stressing almost non-stop on this years Future Lions brief. Coming up with ideas just to scrutinise their flaws and go back to the drawing board. It’s the biggest creative challenge I’ve came across and it’s probably the most interesting brief I’ve worked on. There’s no doubt the outcome will be worthwhile whether or not it’s successful because the challenge itself has taught me and my creative partner so much.

Where do you find inspiration?

I learn things. I’m always surrounding myself with new information and it’s habitual for me to implement the things that I learn into my life. It keeps me on my toes and allows me to stay fresh and up to date. I had the best tutors that I could ask for when I left school and began college. I learnt from them that a strong work ethic is rewarding; they’ve inspired me to be proactive in my creative career, push boundaries and think outside the box. 

If you could share a desk with anyone, who would it be?

My best friend, Carl because we make a good team, he’s often part of the inspiration of some of my greatest ideas and I know I would work relentlessly and enjoy every moment of it. 

In your spare time, what do you get up to?

I work three jobs alongside my studies so that I can afford to eat, live and continue to do the things that I love. One of those jobs includes running events for stag-do’s and corporate events and another is being a referee for Dodgeball games. 

"I know a little about a lot and a lot about a little which makes me versatile and a good piece to fit into the bigger picture."

I can’t deny that I love my jobs and I get to meet some really interesting people. With whatever spare time I have left I find myself running the BU Advertising Society meetings and networking with advertising agencies to connect them with the society. I also make short films, music videos and take pictures. And I spend a lot of time riding my Fixed Gear, Racing and BMX bikes, almost as much time as I spend repairing and improving them. My evenings tend to involve going out with friends, drinking too much and coming home to catch live streams of Ice Hockey games into the early hours. 

Sell yourself. Why should someone hire you?

I find a way to fit into and benefit any creative team. I’m a diagonal thinker who always has something to say but knows when to shut up. My ideal path is to go in the direction of copywriting and my passion for learning has led me to have a hand in a pocket from every discipline. I know a little about a lot and a lot about a little which makes me versatile and a good piece to fi t into the bigger picture.

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