PHILIPPINES, JANUARY 2011 – On the first day of the 4th Student Advertising Congress, themed “Future Admen, Work in Progress”, last January 21, 2011 at the Rockwell Tent, Merlee Jayme, Managing Partner and Chief Creative Officer of DM9 JaymeSyfu, talked about her beginnings in advertising.
Her talk entitled "What’s In It for Me?" began with the admission that she found herself in advertising at the right place, at the right time.” Jayme revealed that her internship in the creative department during her college years pushed her in the industry where she is right now. Marrying her husband, who is also from the industry, is a definite plus. However, it is not all fun and games: “There are no finish lines in this job. “
She enumerated the numerous roles of the adman.
You are a daydreamer.
Meeting after meeting, her mind would drift away–a creative exercise for her as a copywriter. In advertising, you get paid by imagining.
You are a story teller.
When she tells stories, she simply acts them out. Jayme said that it’s like being on stage all the time. That is why, when telling stories, you have to give your best so many people would be
interested on your story.
You are a persuader.
She recalled that when she was still a beginner, it was hard to persuade clients who do not yet trust in your capabilities. And even now that DM9 went through many success
stories, it is still an imperative to persuad your advertiser.
You are a problem solver.
This is Jayme’s favorite role. Problems are called barriers in advertising. And she is well aware that after every barrier, there are rainbows that will soon come if you know the
solution to your problem and you do everything to solve it.
You are a researcher.
In advertising, you always have to be unique and updated about the events that surround you. As the philosopher Anthony Idem, Jr. said, “Being the best is great, you’re number one.
But being unique is greater, you’re the only one. “
You are a negotiator.
In advertising, like every other business, you always have to communicate with your peers and be open to your competitors. To do our work well, each of us must first sharpen our
tools.
You are a joker.
It’s hard to be a joker but having a balanced attitude is vital in order to know how to touch people’s hearts and how to make them laugh.
You are an artist.
Advertising is a job that needs imaginative minds. Jayme declared that in their office, even the people in marketing department are creative. And with their complete team having a goal,
it is easy for them to score.
You are an influencer.
Advertisers act as if what they do makes a difference and what they produce greatly influence the crowd. It may be in the form of TVCs, radio ads and print ads.
Jayme ended her discussion by telling the students that all of them have the potential to be in the advertising industry a few years from now because each person has
inborn creativity. “Many people have the talent but only few have the energy," she stated. "Advertising needs energy. Advertising is not for big egos, but for people with big dreams, who are not afraid to make it come true."
