This weeks interview, as part of my “get a job in advertising” series, is with Miguel Gonzalez and Theo Bayani; Creative Team for DLKW Lowe. If you’re trying to get your first step on the career ladder and want to get a job in advertising, have a read to see how these guys made it into the industry, what they look for from future talent and what tips and advice they’ve offered to help you along the way.
Miguel and Theo have worked at DLKW Lowe for just under two years now, previously working at DDB and TBWA. Based in South Kensington, DLKW Lowe are known for their strategy and producing ads for the likes of Morrisons, the RAF, Halfords and Marie Curie. I spoke with one of the agency’s Creative Teams to discuss what they like to see from future Creatives and what important tips they would offer to anyone daring enough to follow in their footsteps.
1. Could you give a brief outline of your day to day role?
As a Creative Team our main job is to come up with ideas that communicate our clients product benefit in an unexpected or lateral way. At DLKW Lowe, teams work throughout all the agency’s clients, across all media; from a radio spot to a multinational campaign or integrated platform.
2. How did you get to where you are now?
Like most teams; after university we called every team in town for book crits. Then after approximately a year and a half of placements we got offered our first jobs as Creatives.
3. What would you say was the biggest challenge you faced in getting to where you are now?
The biggest challenge has been to convince an Executive Creative Director you’re a keeper in the one-month window you’re normally given. ECDs are so busy; they probably haven’t seen half their teams for a couple of weeks. So we used to take on as many briefs as we could so they had no choice but to keep us.
4. What does DLKW Lowe look for from future Creatives? What do you look for from a book?
When looking at books what we look for are big ideas with a human truth behind it. We think those are the ones that have potential to be ‘campaignable’ across all channels.
The other thing we care about is attention to detail. The writing, the art direction and the presentation can give books that extra 10% that can make all the difference.
“Don’t think about how difficult it is, just work hard, persist with it, be nice to everyone and one day that moment will come.”
5. What advice would you give to future budding Creatives?
Getting your first job as a Creative nowadays takes time. Trying to get placement after placement and proving yourself to different agencies can be hard and frustrating sometimes, but when you finally get hired it totally pays back. You get paid to sit down with one of your mates and have a good time coming up with cool ideas that you then get to shoot overseas.
So don’t think about how difficult it is, just work hard, persist with it, be nice to everyone and one day that moment will come when you become a hired Creative Team in London.
6. Are there any steps you’d recommend to becoming a creative?
Team up with someone who’s got the same goals as you, there’s no point wasting each others time if both of you are not willing to go the extra mile. Then be as creative as you can in your book. Make sure it reflects your personalities. Clients have no power over your book, so there’s no need to play it safe.
7. What has been your career highlight so far?
2012 was a great year for us, we started at our current agency and straight away started getting stuff out. We did ads for Halfords, Morrisons, Persil and E-On, among other clients. We even managed to pick up a few awards.