'Get out there and speak to real people': Remi Oswald's Recap Of Ad School

As a content strategist at Wellcom, I have the great fortune of working alongside a team of experts in Creative, Production and Technology.

Wellcom develops creative through the lens of production and production through the lens of creativity.

This creates unique ways of working and means seamless integration of Thinkers and Creators.

The Wellcom model has been beneficial to my growth, contributing to my creative passion and strategic thinking, across brands like Mission Foods, Stanley Drinkware and Snooze.

With my social media expertise in tow, my wonderful leaders at Wellcom signed me up to AdSchool Australia’s Core Strategic Planning Course.

This course has given me the skills to have a crack at playing my hand in the strategy game.

The beauty of stepping into the creative industry is that there are many pathways you can take. But this is also extremely daunting.

After five years of dipping my toes into different areas, I was able to unearth what it was about this field of work that I loved and that made me hungry.

Research.

Brainstorming.

Understanding the ‘why’.

It wasn’t until I was introduced to AdSchool that I found where to direct my skills and passion.

Creative strategy.

My cohort was able to experience firsthand the critical thinking of our tutors from TBWA Melbourne strategic smarts. Their influence week-on-week was more than enough.

Littered with industry greats, the course not only educated me but inspired my new way of thinking.

I’ve always felt a connection to great brand thinking that did more than sell a product. And now I can confidently say I understand why.

The course introduced me to the “marketers sell the drill, consumers buy the hole” paraphrase from Theodore Levitt.

Seems simple enough but as it has for many before me, it completely unlocked a new way of thinking in my brain.

Great creative does more than sell a brand. It helps consumers understand why they need the thing we’re selling.

Navigating a forever-changing digital age of advertising is a challenge within itself.

And that’s before you add the noise of online trends, competitor activity and growing consumer expectations.

This course has provided me with an abundance of tools to realign my thinking, bringing me back to the problem I’m trying to solve.

The holy grail that is a consumer insight.

Understanding the tension and how to find the leading light that breaks it wide open. That is where the brilliance is. That is where I want to be.

So, a reminder to myself and anyone out there starting their journey in the planning space. Get out there and speak to real people. Whether it’s at the pub, your local shops or within your recreational spaces. You don’t know until you ask.

Don’t be afraid to acknowledge weaker ideas. You will restart your plan a multitude of times over, and that’s fine. Sometimes a series of misleading paths can lead you to the most interesting answer.

Lean on your team. Don’t isolate yourself from the creatives and planners around you, involve them. Understand your coworker's strengths and play to them.

I look forward to one day having my name among some of the greats.

My very own ‘Not happy Jan’ moment.