If you had the chance to work on a Super Bowl ad, how would you feel? Thrilled? Nervous? Overwhelmed? Considering how much each ad and campaign is scrutinized by consumers and experts alike, would it be possible to feel indifferent, and regard it as just another project?
According to a new survey by The Creative Group, nearly three-quarters (74 percent) of advertising executives and six in 10 (60 percent) corporate marketing executives said they would jump at the chance to work on such a high-profile campaign. About one in 10 executives admitted they would be overwhelmed by all the work.
The national study was developed by The Creative Group and conducted by an independent research firm. It is based on more than 500 telephone interviews — approximately 375 with marketing executives randomly selected from companies with 100 or more employees and 125 with advertising executives randomly selected from agencies with 20 or more employees.
The advertising and marketing executives were asked, “If given the opportunity to work on a Super Bowl advertising/marketing campaign, which of the following statements best describes how you would feel?” Their responses:
Thrilled to work on such a high-profile campaign
Advertising executives (74 percent)
Marketing executives (60 percent)
Indifferent (it’s just another project)
Advertising executives (8 percent)
Marketing executives (14 percent)
Nervous about the outcome
Advertising executives (4 percent)
Marketing executives (12 percent)
Overwhelmed by all the work involved
Advertising executives (9 percent)
Marketing executives (10 percent)
“Working on a high-profile project, such as a Super Bowl ad, brings with it great visibility and responsibility,” said Donna Farrugia, executive director of The Creative Group. “Outstanding creative work can generate positive buzz for a brand, but an unpopular or ill-conceived campaign can affect a company’s reputation, which adds pressure for the agency or marketing team.”
Added Farrugia, “All creative professionals find themselves in high-stakes situations from time to time, whether it’s working on an important project or under a tight deadline. Performing well under these circumstances takes focus, organization and steely resolve.”
The Creative Group offers five tips for performing like a pro when the pressure is on:
Prioritize, then strategize. Take a few moments to develop a game plan before diving headfirst into any project. By creating a playbook on the front end, you can sidestep potential hurdles.
Don’t procrastinate. Worrying about a task doesn’t count as working on it. Rather than putting off your most pressing deadlines, tackle them. Getting these assignments out of the way first will lower your stress level and make your overall goal seem more manageable.
Think on your feet. Adaptability is an invaluable skill. If priorities change, embrace the new challenge and demonstrate your ability to execute on the fly.
Request more coverage. Some jobs simply can’t be completed by one person, even if you are a star performer. If you’re doing everything possible to meet your obligations and still see no end in sight, identify duties that can be delegated and ask for backup.
Turn downtime into prep time. After high-intensity projects are completed, take time to decompress and document any lessons that were learned. If deadlines were at risk, what were the reasons? How could you or others have communicated team goals more effectively? Reflective thinking will help take the pressure off in the future and prepare you for the next big game.
The Creative Group (TCG) specializes in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis. More information, including online job-hunting services, candidate portfolios and TCG’s award-winning career magazine, can be found at www.creativegroup.com. Gain insights into the latest hiring and salary trends in the creative and marketing fields at www.creativegroup.com/salarycenter.