When I began studying advertising at Ithaca College we discussed the different departments in an advertising — art directing, copywriting, media planning, media buying, analytics, account planning, and on and on. As we learned about the area of account management I sensed that this was where I belonged in the advertising world. From the time I was little I’ve always had the natural qualities of a leader whether I knew it or not. I was the “queen bee” of my pre-k play-group and class representative for my 4th and 5th grade classes. I’ve always been pretty loud, loved to talk, always shared my opinions and was always on top of my sh*t when it came to planning anything. In high school I continued pursuing leadership roles and the same throughout college. I can’t remember a project I’ve worked on in which I haven’t played the leading role, organizing my group members through the project.
Over the past few weeks I’ve really noticed a difference in the way that I think. I truly believe that spending summer working in the account management department at Mullen, under some really amazing account managers has shifted the way I think about working on anything. Here are 5 noticeable changes my mind has experienced which I believe have transformed me into a great prospective account manager:
Next Steps
While working on a project I no longer stay caught up in what just happened or what is happening right now. I set aside specific details regarding what I need next from those I’m working with. Specifically, I am working on a project as the leader of the Park School of Communications Dean’s Hosts. We are building a new opportunity for prospective students and each week we develop more of the logistics. After decisions are made with the group, I create a separate document outlining what I need next from the committee. This keeps the project moving forward, especially with a limited amount of time.
1 Problem. 3 Solutions.
The other day I was at a Student Government Association meeting. A class senator was proposing a great bill for the first time. His bill identified a problem that was quite concerning but did not initially propose a solution. My first instinct was to ask, “sooooo… what solutions do you have for fixing this problem?” And so I asked the senator just that. I’ve learned that when a problem arises you must immediately acquire at least 2-3 solutions for fixing this problem. Those in upper management who make decisions don’t have time to dwell on the problem. They want the answers to either fixing the problem or making it go away quicker.
Setting Goals. Setting Objectives.
Last week my Fundraising of the Performing Arts professor handed out a strategic plan for the non-profit organization that we are helping for our class project. He asked us to look through the plan and identify 10 goals that the organization was setting out to achieve through this plan. The next time we reconvened, we discussed our list of goals. So many of the students in that senior level course were unable to establish the language that is used when setting goals. Their goals were less than encouraging and more criticizing of what the organization was failing to do. In advertising you work closely as a consultant to your client, which involves positive and encouraging language when it comes to setting goals. Goals incorporate action verbs and KPIs. Also, just knowing the difference between goals and objectives. Goals are what you hope to achieve and objectives are ways you set out to achieve those goals.
Dealing with Change
Change is hard. No question about that. But it is happening all the time. Competitors, technology, consumers, are all changing. I know that I can absolutely guide potential clients through times of change by seeing past the change and making the best of the situation. Another great example from the Student Government Association meeting the other night was when we had a discussion about this policy Ithaca College is planning to adapt which will limit the number of pages students can print on campus. There is almost no doubt that this is going to happen. So instead of having a long discussion about whether it should or shouldn’t happen I suggested we talk about steps we can take to making the transition easier for students and discuss what the consequences of this decision will have on students. Knowing this, we can allocate our time toward building a recommendation to administration when they implement this policy instead of criticizing their decision to implement it.
Finally, this is one I feel that I’ve naturally acquired and have built upon from numerous leadership experiences. I feel like I now more than ever,
– Utilize group members’ strengths strategically
– Offer a variety of tactics to motivate others
– Distribute tasks responsibly
– Focus on others’ goals and motivations to get things accomplished
Even though my job right out of college may place me at the bottom of the tree, I hope that being able to think like this will play a positive role in my 1) hiring and 2) success within the department of account management. I’m ready to strengthen my skills, continue the learning, and have anything thrown my way!
Marissa Osowsky 