 |
||
|
|
||
| |||||||||||
Global expansion U.S. manufacturers aren't the only ones profiting from an increasingly global demand for American brand names. Industry legend Grey Worldwide (known as Grey Advertising until April 2000) has found new worldwide markets to be the key to its current success. The company's international divisions are expanding at an explosive rate, while the U.S. arm continues to reel in lucrative contracts. Shades of Grey Founded near the end of World War I, Grey focuses on the planning, creation, and placement of advertising. The firm offers a wide range of other services, including direct marketing, sales promotion, research, and online services. Grey has gained wide popular culture exposure through its work on projects like the Beatles Anthology and the Batman Forever web site. The agency has branched out into more specified and diversified departments, including Grey Design (responsible for the Domino's Pizza campaign), Grey Directory Marketing, and the GTFH/Grey Healthcare Group. While Grey's high-profile clients include Canon, Quaker Oats, Ethan Allen, and Kraft Foods, its largest account, Procter & Gamble, generates 10 percent of the firm's revenue. Focus on customers In 1996 Grey launched "Brand Loyalty +," a research program that tracks consumer loyalty. It measures and analyzes consumer loyalty to brands and shows marketers how to increase loyalty to their brands. The agency has also made it a goal to use interactive marketing to "close the loop between the client and the customer," offering clients tools such as CD-ROMs, multimedia presentations, web sites, and interactive TV. Grey has even helped to establish efficient compensation standards for advertising buying on the Internet (most notably the controversial "click through" policy, which requires a client to pay for ad space only when consumers click through to the advertiser's web site). Growing larger Grey Worldwide is expanding its advertising influence. The company acquired Beyond Interactive in 1999, a full-service online advertising agency, to provide customers with Internet interaction. The company also created a subsidiary, G Whiz, to market products for customers under age 20. Grey sought to become one of the top five interactive firms in the United Kingdom through its purchase of Module Communications, a media agency. It also acquired Innovative Customers Solutions LLC in 1999. The company has experienced some difficulties, however, due to the 1999 resignation of two top officials within the company - the deputy chairman of the New York office and the chairman of the London branch. The year 2000 has ushered in a makeover at Grey. Faced with questions regarding the future of the company after his departure, 73-year-old CEO Meyer implemented a facelift of his company. He changed the company's name from Grey Advertising to Grey Worldwide; parent company Grey Advertising Inc. became Grey Global Group. Meyer undertook management changes worldwide as well. In summer 2000, analysts predicted that Grey would likely merge with Saatchi & Saatchi PLC, because both companies hold accounts with Procter & Gamble. Grey has also recently secured accounts with Glaxo Wellcome PLC, Robitussin, Whitehall Robins Healthcare, and Egghead.com.
Grey Worldwide most frequently hires entry-level employees for its New York headquarters. Positions are often open in the Account Management, Media, and Creative departments. Applicants should call the company's job hotline for a list of selected job offerings. Grey also advertises in The New York Times, The Wall Street Journal, and AdWeek. The company keeps all resumes on file and sends them, when appropriate, to its offices around the world. To get a job in the creative department, candidates need experience, a portfolio, and a referral if possible. One "creative" contact from Grey explains, "There is a tremendous amount of technical knowledge you need to have on the art side to create and produce ads." He advises that creative wannabes "get a lowly job at an agency, watch what's going on, and learn from the inside." "Agencies are always looking for assistants (read: secretaries) and it's easier to get an interview once you get a foot in the door." It is somewhat easier to get into the Media department. It's also a good place to learn about all aspects of advertising, because it coordinates the creative, financial, and planning strategies. And Grey has a training program that takes new employees through the media and traffic department over the period of a year. If you apply for the program, you'll have an interview with Human Resources, followed by a proofreading and math test. Successful candidates then meet with the head of the training program. Occasionally candidates meet with people from the media department for an informational interview. "The interviewing process is designed to filter out the dead wood," says one insider. You have to know what you are talking about and be prepared to back up any statements you make with solid reason. Be confident and organized." Also be aware that "computer skills -- Excel, Word, and PowerPoint -- are key." "The interviews are generally one to two-on-one and are generally quite informal." One contact helpfully details the different requirements for advertising positions. "Account Management involves managing all the other departments, as well as selling our products (ads, and methods of making sure ads reach consumers) to clients, as well as getting feedback from clients and transmitting it to others working on the assignment. Media plans where the ads will be seen or heard. Know the numbers - if you don't know who's watching 60 Minutes or Party of Five, you can't decide where to place the ads you're selling. Creative is where the ads and TV and radio commercials are conceived.
Freedom to create Employees at Grey Worldwide say that the firm gives them "significantly more freedom than other leading agencies" -- a policy that they say makes Grey "more creative" and therefore "more successful." While employees sometimes work "late into the night" in order to complete a project on time, they comment that the "spectacular" opportunities to work for "top-name clients" make the "demanding work schedules easy to stomach." Because Grey must appeal to people "from every conceivable background," the firm values "intellectual and cultural" diversity. Foreign language ability is a plus for accounts such as Lucky, an Hispanic supermarket. Low pay makes people wonder if it's worth the stay In general, those starting out at Grey can look forward to a "low to medium salary and then you move up." "Unfortunately," says one insider, "Grey does not pay [management trainees] very well," and "a good number of them leave for greener pastures (more money)." Insiders say the benefits are "pretty good." But note that "a good rule of thumb is to negotiate for what you want up front because you'll never get it later (i.e. extra vacation time or scheduling your raise reviews)." Keep in mind that the advertising industry is especially sensitive to the vicissitudes of the economy, though "Grey has been remarkably stable through economic ups and downs." The increasing popularity of advertising careers, say insiders, means "competition has driven down salaries. If you just want money, you should be a plumber." The desire to learn A veteran of the Management Training program says the agency "is great for teaching and training its employees." And most agree that "the people here are great." One insider advises that trainees and others new to the industry should "have a humble and moldable character, not think that you know it all. Keep in mind that you have a ton to learn from those around you and you will do well." Diverse surroundings Many employees say that being a minority is often an asset, rather than a hindrance to Grey employees. And one insider points out that "women are the dominant force [in the advertising industry] overall, so there is not an issue of gender discrimination." Dress is business casual, with an official "casual day" on Fridays. Posted office hours are 9-5:30 (9-6 for the media department), but actual hours depend on your account. One insider says "If you want to have a life, you either have to be well organized, or make the office your social life. It is hard, demanding, time-consuming work." Media perks "Special perks? Only if you're a VP," says one employee. But if you are in the media department, you're in luck -- you're the ones buying the ad space in newspapers and magazines. Sales reps solicit business by treating planners and assistant planners to free lunches, parties, and complimentary subscriptions to their publications. One foreign office boasts a "fully stocked bar that opens every night after work."
Human Resources (212) 546-2153
Cordiant Communications Group;DDB Needham;Hakuhodo;Havas;MacManus Group;Omnicom Group;TMP Worldwide;True North More Company Profiles For more career information, go to Vault.com ©2000, Vault.com Inc
|
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
