Rockeum Shin is an advertising student at Bournemouth University. After completing a two year national service in South Korea and finishing his second year at university, Rockeum is on a placement year in England. His passion is planning within advertising.
What attracted you to wanting to work in the creative industries?
Whilst studying Business Studies for my Higher National Certificate, out of all the subjects what attracted me most was marketing. This was because there was no set answer in coming up with a marketing campaign. This coincides with my personality as I love to suddenly say or imagine things that are random and sometimes eccentric. Also, I think as a child my purchase decision making was heavily influenced by advertisements; depending on which celebrity was promoting which lollipop, my decision would largely vary. Then as a student, I became more interested in the matter, thinking ‘what could I do different with the same tagline?’
How have you found studying at Bournemouth university?
Whenever I’m asked what BU, especially the Advertising course has as an unique selling point, I always answer ‘seasoned lecturers connected directly to the industry’.
"Even though I appreciate the vast amount of theoretical gems given from each lecture, I can’t lie – my eyes are more starry when they tell us interesting anecdotes from their live experiences in the field."
Even though I appreciate the vast amount of theoretical gems given from each lecture, I can’t lie – my eyes are more starry when they tell us interesting anecdotes from their live experiences in the field. It works as a direct motivation and inspiration for me. Especially, Cliff Van Wyk, one of the lecturers that I would like to describe with a in two words. ‘Sheer brilliance,’ always does a great job to apply his personal career experiences to explain some tricky theories.
Apart from studying, I was a member of Bournemouth University Rowing Club, which helped me a lot to grow both mentally and physically. It was an amazing experience because it helped me a great amount to learn about and blend in with the British culture as an international student. Overall, there has not been a dull moment at uni, every single minute that was spent burning the candle at both ends in the library was the moment that I actually realised I had a great passion for advertising and marketing.
Tell us more about your placement. How did you land it?
I currently work as a marketing assistant for Platinum Property Partners (PPP) in Bournemouth, the fastest growing premium franchise in the UK. Even though working for companies with big names entails a great deal of values, I wanted to start my career path from a medium-size business where things are constantly changing and I could play an influential role as an intern.
"Then, PPP caught my eyes as it was growing really fast and I thought I could have a look and see what kind of value I can add to it."
Then, PPP caught my eyes as it was growing really fast and I thought I could have a look and see what kind of value I could add. After the first interview, I was fully informed of what kind of work I would get involved with, my personal motivation towards the role and the company itself was amplified. This internship is providing me with a precious opportunity to gain some skills that couldn’t be sufficiently achieved within the university curriculum. Every morning is another chance to crack on with a different project and develop myself into a more employable resource.
Which company would you love to work for and why?
As long as I can deliver an additional value to a company, I’m not that fussy with the selection. However, when I first watched P&G’s ‘Thank you Mom’ advertising campaign for Sochi Olympics created by Wieden+Kennedy, it resonated with me to a great extent.
"I believe that advertising bears its biggest value in emotional delivery of information than hard-selling."
I believe that advertising bears its biggest value in emotional delivery of information than hard-selling. The direction that Wieden+Kennedy were steering felt right as it intended to build strong and provocative relationships between companies and their customers with whatever medium. I’d love to bring tears into publics’ eyes and make them want to buy.
Is there anything you know now that you wish you'd known earlier?
Behavioural Economics. Before I learnt about it at uni, I didn’t even know there was such an interesting thing. The name itself might sound daunting, but actually I think it’s like a bible upon which marketing communications will have to be conducted.
Which advert/campaign has caught your eye in the last 6 months and why?
Geico’s ‘Family: Unstoppable’ advertisement for definite.
"I’ve always thought success of an ad on Youtube hinges upon whether it effectively engaged with audiences within the first 5 seconds."
I’ve always thought success of an ad on Youtube hinges upon whether it effectively engaged with audiences within the first 5 seconds. This ad never allows audiences to hit the skip button and it sets an example of how advertisers should place their end-result on the platform. It even intrigued my interest to invest time to look into what the company was about. The first five-seconds engagement made watching the full advert irresistible.
Sell yourself. Why should someone hire you once you finish uni?
I don’t think creative ideas come out of nowhere; I’ve got to plot my bum in a chair with a desk to think….hard. Some creatives get ideas while downing a pint in a pub, but I’m quite different. I need to sit down and go through every piece of market research possible to come up with a fresh and solid idea. This eagerness for something unique is the way I overcome any sort of fatigue while working.
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