through an agency filter
5 things I've learned about Data & Tech from an agency perspective
Hugh Jannings, Data & Tech Client Partner
Approximately three months ago, Hugh ventured into the world of full-time employment for the first time in 6 years. After spending those years building an e-commerce business and a procurement company while simultaneously gaining a degree, Hugh says it felt like a good time to change tack entirely, get a job, and explore the world of advertising. As luck would have it, FCB was expanding its data and technology division and the rest is history.
Over to you, Hugh….
For me, FCB is a perfect fit because it’s a place that’s capable of seeing its clients work end to end, allowing me a full overview of the journey. Following an idea from a concept, beginning with data-driven insights, to strategic planning and creation, then its final push to wherever your eyes and or ears receive it. All this under the one roof. A jackpot for my entrepreneurial mind.
Even though it still feels like I’ve only just walked through the door, jumping from small to enterprise-level business has already taught me some things, and I’d like to share a few.
1. Data isn’t scary!
On the contrary, I’ll never think of streams and lakes in the same way again. It turns out that many companies are sitting on data gold mines and have absolutely no idea. All you need to do is mention the word data to most people, business owners included, and they just kind of glaze over. Not to mention the way data gets demonised by the terrifying notion of your bank details or nudes being leaked online or the fear of your every footstep being tracked by some government or tech department gremlin.
The reality is far different: while there may be cowboys out there, the advanced systems used by most altogether remove any identifiable information and are in place to make sure that no one contacts you unnecessarily. If you don’t want to hear from advertisers and marketers? Please give them your data. Trust me; if you don’t want to hear from them, they don’t want to waste money advertising to you either.
2. Failure is good.
If you don’t change something, you’ll never learn anything. It’s true in life, and it’s true in advertising. Fortunately, we test things, take learnings from the results, optimise and test again to get it right. Embracing the failure and success that comes with trialling things is how we know what works. Never be afraid to push that big red button and see what happens – it could be great, it could be terrible. Either way, you’ll know. The sooner you put an idea to the test, the sooner you’ll see results.
3. Acronyms are everywhere.
This one is quite simple, but they are everywhere in this industry. When someone begins at a new agency, they should get a glossary of all the acronyms. I swear I’ve heard entire conversations, that both participants seem to understand, take place entirely in acronyms. Once you’ve learnt this foreign language, you’re good to go but to start with you may feel like you’ve just landed on another planet. You’ll come to love the good ones, but whether it’s BAU, SEO, CPM, CRM, DMP, CTA, CDP or any other of the plethora of abbreviations so long as it’s GSD, it’s all good.
4. Emails work.
I always assumed I was in the majority of people when I click ‘Select All’ and then ‘Delete’ to everything in the promotions tab of my inbox once or twice a week. It turns out that couldn’t be further from the truth. They don’t just work; if they are well crafted and visually appealing people love them! Therein lies the trick, it doesn’t matter if you’re manually sending once a month or have full-on lead/nurture journey automation, you’ll benefit from taking care with what you’re presenting to your audience. No matter the size of your subscriber list, make emails you’d open yourself, and you’ll get more conversions.
5. Advertisers and marketers LOVE what they do.
I’ve had the pleasure of working in a wide variety of industries in my various careers. I believe the people in advertising and marketing are some of the happiest, most creative and passionate human beings I’ve been lucky enough to work beside. These people genuinely care about what they do. In my short time here, I’ve seen people work consecutive 12 hour days, work through weekends, regularly get up at 3 am to take video calls, and they still turn up every day with an inspiringly positive attitude.
I think I’ve made a good choice.