Every individual working in the advertising domain would like to be remembered for one breakthrough campaign in his/her lifetime. Same was the case with me when I started my career in advertising field after completion of my post graduation.
As an amateur marketing professional straight out of college, I was bubbling with ideas. I started my advertising career with Percept group with one their divisions called as P9 Integrated (doesn’t exist anymore). Though I had a small stint in the company I found the place as a nurturing ground for ideas. In P9 Integrated, I was working in the merchandising department that catered to movies. The company was well known for in film brand placement. If you are hearing this term for the first time, it simply means strategically placing a brand in a movie either for brand awareness or for brand recognition.
If you are a marketing professional or a student and you are not well versed with current marketing lingo you might miss on opportunities coming in your direction. Two such terms are Above the line (ATL) & Below the line (BTL). Are you aware of these?
I spend a lot of time interacting with marketing students clarifying their concepts of the subject. Particularly, ATL & BTL concept is what I am being asked the most.
Every day we take decisions in our lives. Some are correct and some are not. Our correct decisions help us move forward in life and our wrong ones help us introspect our lives ( what did just happened?). I think both are necessary for a progressive career.
On the same topic, I started reading a book called as “Lead with Story” by Paul Smith and I am already captivated by it. This book has several stories and the one thing common in all of them is decision makers.The story that impressed me the most (so far) is a man known as Rasoul Madadi.