October 2024

Intro

Happy Halloween to those celebrating, and welcome to issue 3 of FRESH MINDS.

It’s an unexpectedly inspiring issue.

This month’s issue considers who should comment on “controversial” ads, how introverts and their workplaces can best co-exist, and ends Juniors’ recommendations good places to cry at / near work.

But before we dive in — we want to try something.

Writing isn’t for everyone. So next month, if you have opinions to share but don’t fancy / have time to write, try emailing us a voice note (2 mins max, pls)?

OR — would you be open for having a quick chat with one of us? Just a 10 min call where we ask your POV on a few topics, transcribe our chat, proof-read together and share? If yes, say hi - freshminds2024@gmail.com

Let’s try it!

If you have any questions, please ask somebody else,

A&Z

Topic 1:

Check out the spiky posts which inspired this prompt here and here.

“Having a longer career doesn’t automatically qualify someone to speak on a topic.“

There were two topics within the Burger King campaign debate. Firstly the topic of ethical advertising (advertising unhealthy foods/ sending the wrong question) and secondly when you should provide your opinion and when not. 

In regards to the ethics topic, those who criticised the campaign for promoting an unhealthy lifestyle are either did not understand the campaign or are creating a problem where there isn’t one.  

The campaign is not trying to get people to get Burger King delivered every day (which would be a valid concern). It is meant to evoke emotion by perfectly capturing a human truth (which I will generalise slightly as I myself have never given birth): The moment of a huge physical achievement being rewarded with the meal of your desires. The example at hand being giving birth, the biggest physical achievement. 

But let’s not forget that a lot of the criticism was mainly motivated by misogyny, dictating what (new) mothers should do with their body’s, mostly by people who I want to bet have had fast food in their lifetime. 

Taking this conversation onto more neutral ground… Gymshark had a campaign a while back called ‘we do gym’, which was created in-house. A bunch of gym heads sharing their experiences from the gym and developing these insights into a campaign (something along those lines). There was some criticism around the insights not being based on data and questioning the validity of the insights. But for those who are the target audience (people who take gym seriously) heavily resonated with the campaign. 

So when should you give your opinion on something? 

When I first started out as a junior I initially approached the workplace as well as places like LinkedIn that anyone with more experience/seniority automatically has valid opinions and is always right (might sound extreme but this was subconsciously). Because how was I to know otherwise and they have the experience to know. 

Over time, having gained experience and confidence, I have become aware that that’s in fact not true. And especially debates like the Burger King one makes it apparent that having a longer career doesn’t automatically qualify someone to speak on a topic. 

It trains your critical thinking and what people you do want to take seriously in a sea of opinions and hot takes coming your way (mainly on LinkedIn). 

There is no definitive answer to the overall question and we cannot control when someone is giving their opinion and when not.

But here are the things you have control over:

a) you learn to decide when to take someone seriously and maybe even call them out when they are in the wrong or missing a piece of the puzzle and

b) becoming self aware about when you yourself should provide your opinion and when not. Which is why I answered this question and not the one about introverts in the workspace (as an extrovert).

- Zoe Mann (Junior Strategist)

Topic 2:

“I think of myself as neither“

I feel the same way about the introvert/extrovert labels as I do for other labels…

I am sometimes seen as a friendly, out-going extrovert, and other people think of me as an introvert.

I think of myself as neither. This way I get to be both, or a third option.

- Thomas C (Jr strategist)

“I thought I was doomed“

From day 1 in Adland, I found myself surrounded by some of the brightest, sparkiest, loudest people I’d ever met. 

They were effortlessly cool.

Impossibly energetic.

They’d seemingly sweep into any room, any client call, full of confidence and bursting with opinions to share.

I thought I was doomed.

Coffee would never be strong enough, TED Talks never inspirational enough, to get me anywhere near their level.

Looking at my senior colleagues, I thought I’d never make it in advertising. 

I’d describe myself as an introvert, with occasional bursts of extravertism (not a word, probably?). 

I’ve never been a social butterfly and I self-identify as pretty uncool — but around friends and other Juniors, I’ve always felt pretty comfortable expressing opinions and debating work.

But in the office, my inexperience weighs on me like a tonne of bricks. 

I’ve sat in meeting rooms, and either immediately assumed that the more senior voices will completely carry the discussion, or been too embedded in a spiral of “is this a stupid thing to say? Will they stop listening to me if I keep saying stupid things? They’ve done this for years, surely they’ve already thought of this point?....” to ever actually speak.

Mercifully, with more time, more experience, some solid wisdom and wicked senior support, I'm getting more vocal.

AND, importantly, I’m embracing the fact I don't have to be a perfect clone of my high-octane idols to flourish here.

Being quieter is okay.

Being too afraid to speak up, isn’t.

The ability to communicate, to share and defend your work is ultimately fundamental in advertising.

But whose responsibility is it to advocate for the more introverted Juniors? The Junior themself, or their workplace?

It’s probably both.

Seniors have a massive role to play in building the confidence of their juniors and fostering inclusive, encouraging environments.

But Juniors must embrace that space outside of their comfort zones. 

So in case it helps anyone else, here’s a few things which have really helped me:

For Seniors -

1. "I don't want a team full of “‘the loudest people in the room’”

— This was a genuinely reassuring response from my boss when I voiced concerns about being shyer than my colleagues.

Her point was that she recognises and seeks a range of types of strategists.

Diversity of thought, style and personality is so important to constructing a productive and perceptive team.

2. Let your Juniors know you trust them, but that you've got their back

We crave validation!!

Make sure your Juniors know that don't expect them to get it right every time, but you value their opinions, and expect them to go out and try, report back, and if needed, hatch up a new plan together later.

And for my fellow juniors -

It's okay to be more reserved, but it's not okay to be so focused on your lack of experience that you fail to realise what you can offer. You've been hired because someone has seen potential in you and the way you think, so (alongside senior support) you need to work on building yourself up!

1. A couple hacks for boosting your meeting room confidence:

A) Ask questions! If you’re nervous about voicing an opinion, you can break the ice and help investigate ideas by asking questions… “how would this idea work in other channels?” “How are our competitors doing it?”

B) Come prepared — bring along some case studies or competitor examples, giving you an immediate way to add value to the room

C) Study that brief like it's an exam — being an expert in the task and details is another way to give you confidence

D) Divide and conquer — if you’re worried about voicing a point or idea in front of a bigger group, consider bringing it to individual members of the group outside the meeting first

2. Write for FRESH MINDS (sorry not sorry)

Big up my quiet advertisers 💪

- Alex O (Strategist)

Topic 3:

• The bins by Cafe Nero, behind the office. After a Creative Director called one of my early briefs “terrible” on a call with several other, more senior teammates. In their (slight) defence, they didn’t know it was written by a Junior. Equally…… constructive criticism pls, thanks xoxo

• The classic rush hour metro. Made me feel like I was the most alone I’ve ever been, while surrounded by more dude-per-square-meter than ever.

• The stationary cupboard. Gotta be subtle cus there are desks nearby, but there is tissue paper to wipe your eyes :’)

• The storage room. Someone walked in on me crying from being overwhelmed. So, I got my phone out trying to hide my tears. I rather be caught on my phone than crying.

(Jokes aside, being a Junior can be a rough gig. If you find yourself crying over work on a regular basis, please reach out to a trusted colleague. Let’s not stand for that kind of culture.)

Resources & tips from our FRESH community:

• Dazed and ShitYouShouldCareAbout are both excellent cultural newsletters

Thanks for supporting FRESH MINDS

Have some POVs to share? Check out the next month’s prompts HERE.

We’d love to hear your feedback: freshminds2024@gmail.com