This Marketing Life: Millennials on Marketing
This glimpse into the lives of four Millennial marketers may feel a bit like Humans of New York and a bit like “This American Life.” This generation will shape America in the years to come, and Bridget Doyle, Tatiana Drye, Kaitlin O’Connell and Kia Street are the kinds of young marketers who will help define the new marketing profession.
In a way, they already have. The quartet won the 2014-2015 Collegiate ECHO Marketing Challenge.
All Temple University students at the time, the Philadelphians accepted the Marketing EDGE challenge to create a winning marketing campaign for DirecTV.
To get an idea of how the new wave may further shape marketing, read on.
How do you think your generation will shape marketing?
“Since my generation has been constantly exposed to advertising messages since we were born, I think we will be able to come up with completely new ways and practices of marketing. We know what works, and what marketing tactics are simply annoying. Also, we are the generation of digital and technological advances, and are very knowledgeable about these methods of communication. With all of this considered, I believe that we will be able to develop marketing strategies that are both persuasive, yet not invasive, and utilize technology to reach consumers.”
Say anything you like.
“I just want to say in general how beyond happy I am to have been a part of such an excellent ECHO team. My team members, along with [advisor] Chuck McLeester, have taught me more than any academic book could have. The competition was challenging yet rewarding, and still, months later, it’s so wonderful to see our hard work pay off and be recognized. I appreciate the opportunities that have been given to me since winning the competition, like landing a job as a graphic designer at a fashion tech startup, Colabination. This competition has given me confidence in my future as a designer, strategist and team player. I’m happy that through all of this, I was able to come out of the competition with three team members turned friends and a mentor who still often gives me advice. I’m happy to have ended my college experience on such a high note.”
You were part of an all-female, ECHO-winning team. What are your thoughts on that?
“IT IS SO IMPORTANT TO HAVE FEMALE REPRESENTATIVES. I can’t say that enough. ... No matter what the product is, it’s foolish to think you can create an advertisement without the input of a female. I don’t care if its men’s razors. If you are planning to put up a billboard, women are going to see it. Advertising needs to remember that the work we are putting out is going into the public space. We have to consider the entire public. Advertising is intrusive enough; we don’t have to make it offensive.”
You seem like a leader to me. How did that happen? How will it influence your marketing career?
“I like to think I’m a ‘natural’ leader. I think it’s because I have such a huge personality! I’m very talkative, I love people and I’ve always had a knack for organization. Whether it be drawing out project timelines or figuring out who is best at what (and who likes to do what most) — I’m always eager to figure things out. I hope this will influence my career by allowing me to move up the ladder quickly.”