How to get into a media career
Talent has never been a more important topic in the media industry.
Josh Krichefski has focused on talent as IPA president this year, unveiling the People First Promise, which asks businesses to make employee mental health and wellbeing a priority.
The Media Leader launched the third iteration of The Future 100 Club, which aims to nurture and spotlight the next generation of innovators, disruptors and trailblazers.
Nabs, the industry charity, has rolled out the Managers’ Mindsets training programme to help people become better managers while learning how to support their teams properly.
These are some just of the initiatives that have been launched in 2024 as the industry becomes increasingly focused on its people.
But what about the step before that – those who are interested in joining the industry?
With a new year around the corner and all the thoughts of a fresh start that go with it, The Media Leader spoke to media executives at different levels to find out how they got into the industry and solicit advice for those at the start of their careers.
How did you get into the industry?
Celine Saturnino, CEO, Total Media: “Like a lot of people who work in our industry, I fell into advertising. After working client side for 18 months following graduation, I saw a role open at a boutique digital agency. I landed the job as a digital account manager, which marked the beginning of my career in advertising.
“Little did I know at the time, I had taken my first step into what was the fastest-growing area of the industry and that it would set me up for a future in media where digital would be central to all media!”
Sian Runnacles, UK chief growth officer, Wavemaker: “After being mesmerised by Levi’s ads in the 1990s, I always knew I wanted to work in the ad industry. So, in between studying, I got as much work experience as possible in agencies and then set about the challenge of trying to get on a graduate scheme — it was as hard back then as it is today!
“I joined a media agency after a job in an ad agency fell through — but I’ve never looked back.”
Bridget Lea, vice-president and general manager UK, Snap: “I joined Snapchat earlier this year, after spending many years in senior executive commercial roles within the telco and retail sectors.
“While my background isn’t traditionally tech, the skills I’ve honed — such as driving revenue, creating customer-focused strategies, recruiting talent, motivating teams and maintaining a strong customer/client focus — are highly transferable. It’s been exciting to see how these experiences translate into this dynamic sector.”
Samir Assouali, account manager, Pearl & Dean: “I’ve always loved films and while I was working in sales recruitment alongside doing some side hustles like making YouTube videos, I heard about a position going at Pearl & Dean through my sister. I decided to go for it as it was a perfect marriage of two of my passions.”
Why would you recommend a career at a media agency?
Saturnino: “A career at a media agency is dynamic. You engage with a vast range of people and you’re exposed to multiple areas of business. There are so many opportunities to develop your skills, from interpersonal to technical — and because every day is so different, it teaches you resilience and adaptability, which are arguably two skills that will support you across all areas of your future career.”
Runnacles: “As someone who gets bored easily, I’d recommend a career at a media agency because of the breadth of what you get exposed to and what you can get involved in — no two days are the same. It’s the wealth of experiences that stretch you every day and have kept me going for the last 22 years — and hopefully for many more to come!”
Lea: “The industry is filled with passionate, creative and engaging individuals. One of the standout aspects for me is the strong representation of both men and women in senior leadership roles — better than in any other industry I’ve worked in. There’s also a genuine culture of support and collaboration, which makes it an inspiring and inclusive environment to grow your career.”
Assouali: “It’s fun and so creative — not like your typical, boring corporate job. There’s a lot of perks like meeting loads of cool people and building amazing relationships. It’s inherently social — my friends can’t believe it sometimes when I tell them what I did in a day.”
What’s your top tip for anyone starting out in media?
Saturnino: “Build your network of contacts quickly, embrace opportunities with open arms and do more than the role entails — pay it forward!”
Runnacles: “Be curious. Spend time with people across the agency and industry to understand what they do and how they fit into the crazy jigsaw puzzle of the media world. And read as much of the amazing content we have at our fingertips as possible.
“You’ll have informed points of view as a result and, equally important, you’ll have a network to tap into when you want to make brilliant things happen or help you out when you face a sticky situation.”
Lea: “Be your authentic self. In a competitive industry, your individuality is your biggest asset. Focus on building your personal brand by staying true to who you are. Be curious, adaptable and proactive — seek out opportunities to collaborate, learn from others and grow your network. Your uniqueness and willingness to learn will set you apart.”
Assouali: “Absolutely always be yourself. Don’t look around and compare yourself to colleagues — come with your own ideas. Don’t have a background in media? Don’t be afraid to speak up. You have to remember that brands want different ways of thinking; they need you.
“You don’t have to change or fit in with what you think ‘the norm’ is, because your personality is key. Think as big and as bold as you can and don’t box yourself in. Your fresh set of eyes is your superpower.”
What’s the best piece of advice someone has given you?
Saturnino: “‘Slow the f*ck down and don’t sweat the small stuff’ — with greater responsibility comes greater pressure and giving equal weighting to everything just isn’t possible. Maintaining work-life balance is important and just remember that you are no good to anyone if you are running on empty all the time.”
Runnacles: “Really listen. If you listen hard, you’ll be able to see things others can’t, ask smarter questions, build more meaningful relationships and answer the real questions behind the question.
“In all honesty, though, I’ve worked with lots of incredible individuals and leaders over the years, many of whom have shared brilliant advice. I’m happy to pass on those pearls of wisdom over a cuppa — just drop me a line.”
Lea: “No-one will care about your career as much as you do. Take ownership of your development and progression — be intentional about setting goals, seeking opportunities and driving your own success. When you take control, you’re in the best position to fulfil your potential.”
Assouali: “Acknowledge other people’s interests and try to extend the creativity within your team — even if it’s not directly related to the media landscape. I try to do this by boosting the team around me and bringing a bit of happiness to the table.
“Remember that your energy is infectious and it gets transferred via osmosis, so keep it up and you’ll have happy colleagues and an even happier team!”
