A week with leading advertising agency BBH.
When the opportunity for work experience in one of the leading advertising agencies in the world came about I thought it could give me some insights on a different work environment, and that maybe I could bring back some knowledge and ideas to Radical. Also, besides this, after watching and analysing infinite number of BBH adverts, I needed to know the faces behind the iconic black sheep.
Arrival and goals
I arrived at the office, joined by three other people, most of them working in account management and interested in learning more about the advertising agency life.
I was expecting staff rushing everywhere, ideas jumping from one place to another and a lot of pressure. I was not disappointed and found everyone to be embracing the Black Sheep Culture with pride, which is exactly what one would be looking for in ones’ career. My goal was to meet as many people as possible and gain an understanding into agency roles, processes and agency life in general. Beginning with Account Executives, during the week I had the chance to engage with Creative Directors, Art and Film Producers, Account Managers, Strategists and all involved in the BBH community. I was privileged to be a part of a few pitches with external directors who were showcasing their work for future collaborations. One of the most inspiring people I met was an art producer called Rachel who has been working at BBH for most of her working career and after all these years she was the most energetic and enthusiastic person I’ve ever met. She confessed that there were moments in which the pressure was overwhelming, but that this was the catalyst for some of her greatest ideas.
The office
Bamboo, wood, curvy staircases and a coffee area with Baristas making crazy coffee-based drink that comes to mind. One thing which is clear is that BBH fully embraced the open-space-lets-make-our-employees-happy kind of attitude.
The black sheep is real
When a company has an iconic symbol, we get used to it and it’s sometimes hard to remember why it’s there or what it stands for. For sure this is not the black sheep case. The sheep is never far from sight, as it is dotted around the office and welcomes you above the entrance of the building. BBH is proud and comfortable being the black sheep of the advertising industry — an agency that empowers and encourages difference.
Visual reminders of who you’re working for
It’s important to be able to tell who is doing what, especially in a three-floor open space: desks are filled with props so that everyone knows what you’re working on, for example; Absolut vodka (either that or it’s acceptable to drink during work). Being surrounded and feeling the account you’re working for is a great way to immerse yourself and find constant inspiration.
Nothing like feeling the pressure of a world-leading advertising agency by working on the latest Tesco advert on day two of my work experience! I spent the day helping with research, creating presentation decks and asking uncomfortable questions: how did the agency life and work transform since it started? Which are the main factors of change? How is the advertising industry reacting to new cultural aspects of our society? As an agency which prides itself on its diversity, what initiatives are in place? Some of the questions were answered by Members of the grassroots program, whose goal is to research how to get more staff involved in sustainable and social initiatives in the company.
No matter how much of a Soho superstar you are, free food is always a good reason to stand in an endless line
My favorite thing about social trends is that #veganuary becomes an excuse for offering free lunches, and the best thing was that I was there when it happened. Free curries to all employees (and us). The queue was utterly impressive: there, surrounded by the fragrance of spices and garlic, I really understood how huge the place really is.
Meeting the chairman
I was actually able to arrange a meeting with Mr Chairman Jon Peppiat, a charming man whose handshake says it all. He’s got it under control, he represents the agency’s values and he’ll make sure that everything will be delivered in the best way possible. He’s been with BBH London since 1995. He tells me the story behind the black sheep and how this evolved to today: when the symbol first came out for the 1982 Levi’s ad, the iconic poster showed everything but jeans. It was a risky, uncertain concept at the time. True to their values, BBH took a risk, famously, “when the world zigs, zag” and after the successful campaign the black sheep stuck becoming the agency’s symbol, which stands before anything else, for diversity.
Ensuring diversity is at the core of everything-BBH, recruitment makes sure there’s a balance within the team reflecting this. I wanted also to understand the processes behind enrolling in charitable or social projects from a large agency point of view, how many possibilities are there, and how does BBH get involved. He kindly explained to me how and where their budget goes to help charities and valuable organizations to share their messages.
Last day
An email that stays with me from my time at BBH is that which was sent just before close of play on Friday. It was sent in the public channel, one member emailed everyone announcing that BBH would take a step back towards a certain, very big and important account, explaining the reasons behind this decision.
Full open transparency.
Coming from a transparent small agency environment it was hard for me to believe that this was achievable in a 400-person-environment, yet this was a small demonstration that there shouldn’t be any restraints in being open with your people and your business.
This was also a small demonstration of being a good leader, someone who cares about their work and their people and speak confidently on their decisions — which is something that I’ve always admired of my current agency.
Coming from a transparent small agency environment it was hard for me to believe that this was achievable in a 400-person-environment, yet this was a small demonstration that there shouldn’t be any restraints in being open with your people and your business.
This was also a small demonstration of being a good leader, someone who cares about their work and their people and speak confidently on their decisions — which is something that I’ve always admired of my current agency.
Conclusions
There are some crucial differences between a small and large agency. I mean, I couldn’t imagine speaking about 2019’s Christmas adverts in January, but I could find many leadership principles which could be easily applied on a smaller scale.
Some questions come to mind when thinking about the super-fast-moving environment which we live in today led by technology, consumer demands, data and financial pressures — how will these influence the future of big advertising agencies?
A dimension of working in a large company is that one could easily get stuck in a role for long time, and that’s perfectly ok. But sometimes, working and learning in different areas of a project will make you a more flexible and knowledgeable professional. This will make it easier to adapt and challenge to change, something which is very much encouraged at Radical.
One last note:
Not that we should need a reminder but being in a place where it’s hard to tell people apart really helps with perspective: be nice. This was a phrase that came up at every meeting throughout the whole week. An account manager said “I would rather employ a person who fits into the culture and respects their peers rather than a super smart one who has no intention in fitting in with the team” Because being nice is what really can keep a team together, it can make the difference between a place you hate and one you love. And, also, because one of them, one day, could become your boss.