Industry Assignment:

Strategic AdvertisingHelen Fisher

What is a strategic advertiser?

• Also called account planning, strategic planning• Advertising has 2 sides, the creative side and the

strategic side• Brings in the voice of the consumer into making an

advertising campaign• Involves research and surveys into their target markets

in order to find new trends, behaviors and needs

Complications• My contact never contacted me back• Finding someone in the business is hard because of how

busy they are• So I posted on the Advertising subreddit on reddit.com• I decided to just make a thread on r/advertising posting

my questions to encourage discussion

What opportunities exist for professionals in this field to work,

study, or research abroad?

• “Huge opportunities to work overseas if you gain experience in your field first”

• It depends, but is valuable for implementing strategies or researching different demographics within a certain market

What needs or requests do you find your clients or colleagues from other

national cultures have?• Working for global brands means you must write copy

that can be translated• Some concepts must cover a wide range of cultures • Brands have to talk differently to people due to different

ways of thinking depending on what nation the target market is from

• When working with international clients, respecting cultural differences and the power differential makes everything run smoothly

Did you take any courses or receive any special preparation for cultural or

global competency?• “years of trial and error and lots of reading about cultural

differences from too many books to count.”• It is important to know in order to understand what

motivates people through human behavior and their culture

What are 3 pieces of advice you would give to someone just starting out?

• Find mentorso Someone higher up you have a working relationship with. It is also rewarding for

the mentor

• Always think like a consumer, not the client. Join them in their world

• Build personal relationships at every level