Tell us about your internship; what are your main responsibilities?
Critical Mass has interns across its various disciplines. My position is in search engine optimization, where I have been mentored in SEO best practices while having the opportunity to cut my teeth on real projects. I’ve also been able to collaborate across disciplines, building my appreciation for Critical Mass as a diverse organization. Further, all interns work in teams on a client brief for six weeks. Through the project, I was able to branch out of my regular SEO responsibilities and take on a team role, working on research and strategy, creative design, and the final presentation. It was a unique and incredible opportunity to take an idea from start to finish.
Do you have a dream account or brand you’d like to work with? Which one?
The type of account or brand that I’d enjoy working with is less important the type of relationship that exists between the agency and the client. My dream account or brand would one that is enthusiastic and collaborative where we are both driven to constantly challenge our own views.
Talk to us about the culture in your office, how has it impacted your internship?
The culture in this office is incredibly positive and collaborative. Permanent staff members, even those in senior positions, are readily available to provide support and advice—even to just go for a casual coffee. The mentorship program means that I am always working towards my professional goals and have a constant source of support in my endeavours. Further, the diversity of Critical Mass—where everyone comes from different backgrounds and offers distinct perspectives—means that I am constantly learning. Holistically, this environment has enabled me to take full advantage of each day here as I have felt comfortable to push myself to take on new challenges.
What have you learned about the advertising industry that surprised you?
The opportunity and potential to shift the way clients view their own products and services has been very exciting and surprising. If you have a great idea, there’s the freedom to present it and have a tangible impact across a company.
Choose a current popular advertising trend and tell us what’s interesting about it:
Gradually, companies are learning how to articulate political and social values through advertising. Whether it’s working with charities or campaigns (such as International Women’s Day) or creating organizational change within themselves, positive social change is a large opportunity that can lead to real impact on society. I feel most inspired when companies are able to take serious political and social moments and respond in a way that demonstrates their thoughtfulness, or that pushes the conversation into a new and important direction. For example, Stabilo’s recent campaign to highlight remarkable women stands out for its simple approach to spark a conversation about feminism and history.
Imagine your dream job: Where are you, and what does a day-to-day look like?
My dream job is a leadership position at a company that is either within or works closely with digital media. My day-to-day would involve facilitating creative collaboration that is grounded in social consciousness and emotional connection while leveraging new innovations in digital technology.
Are you considering another internship, or looking for jobs now? What are your next steps?
I am going to start my Master’s in Media & Communications (Governance) at the London School of Economics in September 2018.
What is your favorite ad of all time?
Patagonia’s first ad is my favourite. It sparked a massive and important conversation about public land in the United States. It was a remarkable achievement as it was clear that the primary motivation was positive social impact, while the outcome was a big boost to its brand image.