‘Use com­pet­i­tive­ness to your ad­van­tage’

Campaign UK - - PROMOTION -

It’s hard to com­pre­hend that two years have passed since I ap­peared in Cam­paign’s Faces to Watch. It has been a whirl­wind – not just the past two years but my whole ca­reer so far. It’s one of the things I love about this in­dus­try: we work in a fast-paced en­vi­ron­ment that’s con­stantly evolv­ing and you never get time to re­flect on what has hap­pened. So when I was asked to con­sider my top tips for those start­ing out, I was a lit­tle taken aback as, to be hon­est, I still feel like I’m only just start­ing out my­self.

I’ve had the op­por­tu­nity to work with in­cred­i­ble peo­ple, great clients and in­spi­ra­tional lead­ers. Along the way, I’ve picked up a wealth of guid­ance. For me, it has been the sim­plest ad­vice that has stuck with me and shaped the way I work. As a re­sult, my tips aren’t unique to our in­dus­try – they are prin­ci­ples that I think make me a bet­ter em­ployee, col­league, boss, wife, friend and daugh­ter. So here goes…

BE YOUR­SELF. It sounds ob­vi­ous but it’s easy in our in­dus­try to be­come a chameleon – be­ing what other peo­ple want or ex­pect you to be. Don’t. Be true to your­self and be au­then­tic. Your bosses, col­leagues and clients will re­spond bet­ter to the real you.

RUN YOUR OWN RACE. Don’t com­pare your­self with the suc­cess or fail­ure of oth­ers around you. Be­ing com­pet­i­tive is a nec­es­sary evil in this in­dus­try and very valu­able, but don’t let it turn you into a green-eyed mon­ster – not ev­ery­one fol­lows the same path at the same rate. Learn to use com­pet­i­tive­ness to your ad­van­tage and use it to seek out the right op­por­tu­ni­ties for your per­sonal de­vel­op­ment. ASK QUES­TIONS. Be the per­son who voices the ques­tion that ev­ery­body is think­ing but is too afraid to ask. Chances are that, if you’re not sure of the an­swer, you won’t be the only one. Have the con­fi­dence to ask: it shows a hunger for knowl­edge and en­ables you to do your job bet­ter.

BE­COME AN EX­PERT. Find some­thing you are in­ter­ested in – learn all there is to know about it and bring it into your work. For me, this is be­havioural eco­nomics – I was hooked as soon as I read Nudge and Freako­nomics a few years back. Now, I use ev­ery op­por­tu­nity to bring it into our work.

EM­BRACE CHANGE. The ad­ver­tis­ing in­dus­try is at the fore­front of in­no­va­tion, cre­ativ­ity and change. Keep up to date with what’s go­ing on. At times, this will push you well out of your com­fort zone – but change is how we progress. The in­dus­try has seen im­mense change in the way that agen­cies work and the pro­cesses we go through to de­liver be­hav­iour-chang­ing cre­ative. Agility is im­por­tant. As clients have changed their ways of work­ing, we’ve had to mir­ror those changes and adapt quickly, with­out los­ing the rigour and ex­per­tise we’ve spent so many years craft­ing.

BE BRAVE. It’s about go­ing the ex­tra mile – not be­ing afraid to stand up for what you be­lieve in and not pussy­foot­ing around the is­sue. If you want to make some­thing hap­pen, make it hap­pen.

SMILE MORE. As my gran would al­ways say – a smile goes a long way.

VIC­TO­RIA LORENCE Group ac­count di­rec­tor, Prox­im­ity Lon­don; Lorence (née Hutchin­son) was fea­tured in Cam­paign’s Faces to Watch in 2015

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