WHAT THEY DON’T TEACH YOU AT UNI ABOUT MARKETING
I’m currently completing my final semester of a Bachelor of Media and Communications studying Social Media and Advertising. Since beginning to work with and gain experience from Sarah and the team at Toucan Marketing, I’ve grown to realise there are some things you just can’t learn in the classroom, no matter how comprehensive or hands-on the content is. As overwhelming as it can be getting thrown into the deep end, learning as you go with a supportive mentor is the most effective way to sharpen your skills and begin your career.
Not every workplace is a mega-agency
Unfortunately, there’s a big assumption that everyone will go on to work for a big advertising agency and the assignments are catered to this style of work environment. We’re prepared to be entry-level juniors with very little say or value until we can work our way up the corporate ladder. We’re prepared to produce high-end, big-budget campaigns for the country’s top brands. This is great and I’m sure there are many who do go on to these kinds of roles but I’d love to see more diversity in our assignments. Working at Toucan, we create for small, family-owned businesses with smaller budgets and far more passion. It is so important to understand these dynamics to create better marketing materials but it’s also nice to know I have the choice to work in a smaller environment where my work is truly seen and valued.
Sources can be valuable without being peer-reviewed
One of the most frustrating things about studying social media at University is that so many of our assignments require citations from only peer-reviewed sources. Whilst large research studies and academic papers are a great resource and should absolutely be consulted, the world of marketing is about what is happening right now and even observing trends before they emerge. A blog from a niche expert, a Facebook post from a major company, a Tiktok video of someone’s lived experience… These are all valuable sources of information and shouldn’t be discounted just because they have not been published in a journal.
You don’t have to work full-time to be happy
There’s so much pressure to get a grad role straight out of university, work your butt off (probably 40+ hours/week) to prove yourself and climb the ladder to become a successful account manager, editor, director etc. What I’ve learnt already in my part-time role with Toucan is that I can make a positive contribution to the agency without slaving away for 9 hours every day. I’m so grateful to learn that Directors (or Sarah Kiryshin at least!) value the quality of your work over the quantity of hours you log.
The customer is NOT always right
Circling back to my first point about mega-agencies where we are taught to always cater our work to the client’s every demand, I have learnt that this is not always what happens within marketing agencies. Clients hire us because we are the marketing experts. Of course, we must create in line with their visions and branding but ultimately we the marketers know the best ways to help the client thrive. It’s also been incredible to watch how Sarah and the teamwork in harmony with the clients to create killer strategies. Rather than Toucan being simply employed by businesses, we are partners with them on their marketing journeys.
Work can be fun!
Initially, I chose Media and Communications because I didn’t have a dream career, I just knew I liked working with people and being creative (plus I had a love for all things social media and pop-culture!). Over the last four years, I discovered I have solid copywriting and creative design skills but a previous internship where I was allowed very little creative freedom lead me to believe that all media jobs would be the same: I’d create something and it would get knocked back dozens of times with so many revisions that the work no longer resembled my creative personality. Even at university many of my subjects were data or theory-heavy which contributed to my belief that perhaps I would never find a role I truly enjoyed. The day I joined Toucan I knew that was not the case. My passion for marketing has been reignited as I have been allowed to take the creative initiative and now look forward to the days I work. It definitely helps that we have an amazing variety of clients and an enthusiastic team keen to organise fun trivia afternoons and cocktail masterclasses!
I will always be grateful for the opportunity to attend university and complete my Bachelor’s but working at Toucan has shown me that work ethic, creativity and passion are far more important than a piece of paper will ever be.