Yes, the person above with countless trophies is the person I interviewed last week, Martin Murphy. The video below shows the works he participates in Shanghai China. Therefore, without further due, let's see what he says about the multicultural experience and his suggestions for the rookies.
Hello, Martin, it’s very nice to see you in person.
It’s my pleasure.
Here is my first question, could you please describe what’s your role in Twitter, and what you do?
My title in Twitter is Global Client Lead. I work with big brand advertisers, to help them implement their strategies in Twitter in the best possible way. I have an advertising background, in advertising, what we sell was ideas. Here in Twitter, we sell media space. I worked with global brands when I was in Ogilvy, helped those brands administer their communication globally, I do the same on Twitter. Specifically, I worked with AB InBev, which is the maker of Budweiser， Corona etc. They are the largest brewer in the world, and they spend a lot on twitter all around the globe. Usually, the small advertisers on Twitter, get handled by the local sales team, but when the advertiser become very large, then you need someone like me to manage that relationship at a global level.
What is the difference between your current role and your previous role?
I was in the account management while I was in Ogilvy. I was responsible for managing the global account, for example, when I was in China, I was in charge of all the International accounts for China local market. I also worked on the International account management, for example, I worked on the IBM for the Latin America region, and I also used to work for Oreo for the globe. So, account guys, in an ad agency, are the business leaders and relationship minders, they are the connection with the clients. Account department administers the assets and resources of the agency to serve the means of the clients.
Sounds very challenging and you enjoy your job, so why did you make the decision that changes your career from an ad agency to a social media company?
I have been in advertising for many years, and I start to thinking what to do to keep on growing and innovating. I’m 43; eventually, the pyramid gets too quiet small in these company, so I have to reinvent myself, add new edge and new ingredients on my personal brand. It was also the same reason that I went to China. So the reason that I leave advertising agency is I need to add a new variable. I want to do something different, something that would allow me to learn, but not something like open up a pizza place, I want to do something related. My current role in Twitter is perfect, it is a related field, it’s progressive, and it’s new. I have the chance to work with brands and International market development, and it truly opened my mind to the world of social media.
Why did you start your career in advertising?
The reason that I like advertising is I believe this industry is half way between the traditional serious business world and the creative artistic world. I was account guy because I was not talented enough to be the creative guys, if I can be creative, I would go for the creative role. However, as an account guys at least I can touch it, even as an account guys, I can not only just see creativity, I can actually help to shape the creative work, I was part of the creative process, and that was very nice. Additionally, I think advertising is really of the moment, advertising live in the contemporary culture, advertising absorb, reshape and creates the contemporary culture. In an ad agency, it’s all young people, it’s all fresh ideas, you can see culture moving and shaping in that industry. In advertising, you breathe the society of what we are living. I think that’s super interesting. It’s actually the reason why I like Twitter as well. Twitter is part of culture every single day. That’s something very similar to advertising.
I believe that would also be the reason why so many people want to get into the advertising field. So do you have any advice for them? I mean the advice for them to get into the business, and to grow in this industry.
First of all, it is a great and also a challenging time to get into the advertising industry. Social media provides so much access, and so many ways to communicate, but meanwhile the competition is real, there are so many doors, but they are all tiny one.
Therefore, What I would say is two things, the first suggestion would be GET ENGAGED. Engage people on Twitter, and other social media to get into the content, and have a conversation. The other thing that is really important is HAVING A POINT OF VIEW. Develop a taste, a POV; that’s why I encourage you to do the blog, because it’s all about trying to do it to acquire a point of view, showing you are a lover of the industry. It is so wonderful to see people have specific ideas of what they like, why they like, and how they can contribute and how they can fit in. Engage and being active can get your opportunities, having a point of view is the real deal.
Additionally, to develop a point of view is an everyday work. It’s almost impossible to acquire a sense of taste or point of view overnight; it takes time. Keep doing it, push yourself to think every day with your mind; it doesn’t take too long, I would say after three months, you will have a good sense of what’s happening.
About the question that how to grow. I would say take advantage of your location like here in New York. If you are in a big agency I guarantee there are so many opportunities for training, for talking to people, for learning and watching, and step outside of the agency, don’t leave till 10 o’clock at night, and live, go to art shows, go to a museum, go see things. Remember what we talk before, advertising is the expression of the world that we live in, you have to experience that world.
Thanks, Martin, these are great advice, the last question is from my blog comment, the question from Matteo and Layman: What was the difference between the management position in New York versus Shanghai from both professional and social standpoint? Do you see anything that is changing in China and US?
In a way, there wasn’t so difference, the job, the structure, and the hierarchy. I was in Ogilvy and it was in Shanghai, the total environment was fairly westernized, people are spoken English very well, and the agency was quite progressive, so in that sense, I wouldn’t that was so difference, we had the same number of teams and the same amount of support than what we have here in New York. Surprisingly, I thought it would be challenging in the communication, culture, but it wasn’t so much.
However, I would say the very big difference that I encounter which was the hardest puzzle was the notion of creativity. The job in Shanghai was very challenging because we are trying to define creativity in a country that doesn’t have a history of advertising in a way that we know it in the west. China used to have a thousand of years of very creative society, but then during the culture revolution all that stopped a little bit. In order to develop the creativity from the inside of your heart in China, it’s difficult and it takes time. Everybody said China is the next frontier for many things, I’m not so sure about it, I think it’s going to take at least one generation. It’s not something you can train if it’s not inside of your heart. The creative in Shanghai, when I talk to them, they are different from the creative here. All advertising workers are working there very hard, but there hasn’t been a huge breakthrough yet. It’s very different than the other markets. I believe China will continue to experiment and develop. I think eventually China will have its own creativity taste of what is good, I would suggest to look at the advertising in India and Thailand, they are good and they have their own style and taste.