From learning to LAW

As a marketing student I am constantly overloaded with information about modern marketing strategies, academic theories, and how to become a success in the marketing world. I am taught techniques on how to create and deliver a successful campaign, and taught how an agency’s structure may work.

But theory and practice are very different things as I found out during a very enjoyable work experience term at LAW Creative.

Here are three things that struck me during my term at LAW:

1. Pitching. A Pitch is more than just a pitch! It’s an extremely difficult and organized process aimed at meeting a potential client’s needs, aspirations and objectives. But here’s the thing. Most days at a successful agency like LAW are fully taken up with the provision of strategy, creative, technology and data solutions on behalf of paying clients. When it comes to pitches this leaves an incredible out-of-hours effort by all departments as the price of entry. I suspect that many agencies, like LAW, are very selective (and rightly so) about their involvement. And I am told that not only are fewer pitches taking place but that clients are also coming to the view that full strategic and creative pitches are not always required.
2. How We Talk. Social media is key in today’s digital world. In order to target young, and not so young people, this is one of the best platforms to reach them. I like LAW’s ‘It’s Better To Be Invited In Than To Gatecrash The Party’ theory (On their website homepage. www.lawcreative.co.uk)
3. Togetherness. Client relationship building is vital. Maybe this is obvious, but it is important to maintain a great working relationship with clients for successful communications. In what is for most clients is a highly competitive landscape they have to demand excellent service and successful strategies.

Working at LAW changed my perception on what an agency was all about. At University they don’t tell you about how hard working and passionate an agency team needs to be. They don’t tell you that the same team can develop a strategic and creative idea that can become something that is hugely successful and sometimes global. And they don’t tell you of the elation that you will enjoy as part of that success. My 14 months with the LAW taught me more about the marketing environment than my 2 years in academia. But maybe don’t quote me!!

Thank you to everyone at LAW Creative for giving me the very best working experience for my year in industry. And for the friendship too.

To learn more about what ‘we’ do, and he knows a bit more than I do…. please contact brett.sammels@lawcreative.co.uk