If you need a circle and a squiggle, Rosie Pond is your girl. An Advertising student at Bournemouth University, starting her career as an intern at Wunderman in London. Accustomed to the beach lifestyle at her home in Cornwall, but ready and excited for her city challenges and everything the creative industry has to throw.
What attracted you to wanting to work in the creative industries?
The freedom of expression. When it comes to creativity there isn’t a right or wrong answer. Work can be viewed subjectively and whilst one person might hate and disagree with an ad, someone else will love it. The industry facilitates such amazing work and a great idea can lead people, it can highlight something they didn’t notice before, make someone think they need a product they didn’t already have and make someone laugh or cry. There are a million and one ways to express, view and interpret something and that is what I love about being creative.
Which advertising agency would you love to work for and why?
I’ve actually just started a 6 month internship at Wunderman, a below the line advertising agency focusing on engagement in digital experiences. It’s early days (I’ve so far been here less than a week) but I love the work I’m doing, its so interesting and I really feel like I’m making a difference and highlighting some great insights.
After my internship the agency I would love to work for would have to be Wieden + Kennedy. I’ve written a blog post about their speed-reading Honda ads which are ‘simply clever’ something I greatly appreciate and admire in the industry- it’s hard not to lose sight of a message and complicate everything with convoluted story lines, as I’m sure we’ve all seen many times.
Tell us more about your D&AD experience?
D&AD was a great opportunity for me to fully appreciate the standards of the industry, and oh my god they are high!
”whilst intimidating at first it really kick started my determination to accomplish something great during my career."
I visited the exhibition of the professional entries, it was inspiring to see the broad originality of work and whilst intimidating at first it really kick started my determination to accomplish something great during my career. I also entered work in a team for the WWF brief which was admittedly challenging because there is a lot of freedom to go in any direction (which is both good and bad) so we were initially overwhelmed with possibilities.
Eventually we landed on something we all believed in and that really focused on the target audience. I had a great team and we all bounced ideas off of each other, and felt comfortable enough with each other to disagree if we thought something wasn’t as good. I think it’s really important to feel relaxed with the people you’re working with so you can all be honest about where your strategy and creative is going.
Why did you start a blog & where do you find inspiration for your posts? (your blog post about the Protein world campaign sparked the debate over again in the office)
That’s great to hear! The Protein world debate is an excellent example of creativity being perceived by the masses completely differently; some people really liked and defended the ad whilst others campaigned against it. Examples like that demonstrate what a diverse world we live in- and why I want to pursue creativity as a career!
”The Protein world ad is also a prime example of talking to a specific audience, if you aim to talk to everyone you get through to nobody."
But in this case they spoke to health conscious individuals and received backlash (and exponential growth) from all sorts of different audiences.I began to blog in my first year of Uni, I was starting out in an industry I had only just discovered and I was excited to have somewhere to collect all my thoughts and experiences. It’s a huge plus that people read what I’ve written and develop their own conversation around a topic and have their own debates and opinions on it.
How did you find the experience pitching at Havas?
Scary! This was my first real pitch to real agency people, I had only ever presented to lecturers before this so I was a bit nervous.
”It was a great experience and in hindsight I had nothing to be scared of, we received some valuable feedback that I have applied to a lot of future work…"
It was a great experience and in hindsight I had nothing to be scared of, we received some valuable feedback that I have applied to a lot of future work and I learnt so much about the account planning process. I was also in a team with two other really talented guys and it felt good working with them from the start, we were all honest and used each of our individual skill set to produce work we were really proud of.
Is there anything you know now that you wish you'd known earlier?
To be yourself and value working in a team. I think there is a lot of pressure in this industry to be exceptional right away and to stand out because there is talent everywhere you look, but there are important ways of making a difference and being great whilst keeping who you are as a person.
As for working in a team, I think it’s important to acknowledge that other opinions and viewpoints help everyone reach the end goal, whether it be creative or strategy or user experience. It’s like a ladder and with every input and idea you climb up.
Rome wasn’t built in a day, and definitely not by one person!
If you could share a desk with anyone, who would it be?
I’d have Leo Burnett on my right, Louis Theroux on my left, and Rihanna opposite (strange mix, I know). I was given Leo Burnett as a hero of advertising to do a paper on as my first every University assignment and I think ever since I have attributed him with my passion for advertising. Leo can provide me with great advertising knowledge, his characters have survived decades and this isn’t an easy feat in a constantly developing industry, and world!
”Louis, oh Louis. Asking the most forward questions and always getting away with it; must be his charm! He would know a little something about everything…"
Louis, oh Louis. Asking the most forward questions and always getting away with it; must be his charm! He would know a little something about everything; his documentaries are my number 1 thing to watch!
So that leaves me with, Rihanna sitting opposite (this is not a mainstream celeb crush or anything, promise) because of her creative application in her industry. In the lyrics and music videos, I would have a few questions for our pop princess; how do you create the semiotics and hidden meanings/storylines woven into the music? Are they all intentional? Do you predict people’s perceptions in advance? Are you controversial to highlight popular culture norms and challenge them or to fight for what you think is right?
Sell yourself. Why should someone hire you?
It’s hard not to be cliché here and just spout off what everyone else says- I’m hard working, determined, love what I do and my favourite thing is a decent intellectual debate (you can always learn something here, even when you don’t agree!).
”Although I am all of these things, I think that the one thing that sets me apart is my curiosity; I always want to know why and how."
Delving into peoples minds and never really knowing the answers is beyond interesting - and a constant challenge in the industry with data and creativity (should we listen to what people think they want or give them something we think they need?) Why will that work with that audience? Why would that audience listen to what you’re saying? Why are you using those colours and that font type? Why should someone choose that brand over another? How should we say this in a way that best appeals to them?
The psychology behind people and their decisions is fascinating to me and the fact that creativity has the ability to influence us is even more enthralling! There aren’t always answers to these questions because humans are unpredictable and what we say we’re going to do and what we actually do are two different things. I think asking questions is always a great way to understand what and why you’re doing something. If you can’t explain it to a five year old, you probably don’t understand it yourself!
”And I love a good Mexican, Mexican anyone?"
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