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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Replacing a horse with a … another horse!

Three things no one tells you about when you move from an agency to a startup

10/08/2018
in Opinion
4 min read
Replacing a horse with a … another horse!

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Sandra Stojanović, a greenhorn CMO

The (somewhat) charmingly neurotic workers in adverting ritually re-examine their lives and decisions, and every season the agency loses “talents” in a predictable rhythm, due to the maladies such as no money, egos and ‘I-can’t-go-on-like-this-anymore-man’ attitude. Those talents then join the herds of tiny businessmen, freelancers, promising startups and big companies. The worst cases completely abandon work … if circumstances permit. In a fit of yearning, and being lulled in into my team, I left the agency and went on to work on something completely different – marketing for a B2B startup that even has offices in New York! Totally different, right? If I had to sum up how I felt about the years spent in the agency, then I need not look further than Dickens’ opening of A Tale of Two Cities (a very nice book about how we create our own destiny through our choices):

“It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to Heaven, we were all going direct the other way.”

When I finally told my creative director that I was leaving, with a lump in my throat, I thought I knew where I was going. Here are three things nobody tells you when you switch from an agency job to a startup.

Everything’s a lie, and nothing but a lie

OK, ok, not everything is a lie, but do expect that nothing is as advertised – the first rule of advertising also applies in life, but this experienced adwoman was still caught off guard. Aside my desperate desire to believe in people who had offered me a job and a change in life, the first thing that I learned was that the benefits of the startup for which I now work are far bigger and unrealized by most of the people who interviewed me. The same applies to the disadvantages. A rule of thumb is that startups function as systems that are still seeking organization and structure. Cohabitation with chaos needs to be shed off in some near future, but also define “who we actually are”. This identity crisis presents a host of problems and scenes you most certainly aren’t prepared for. The situation gets further complicated if it’s an objectively successful startup that grew to a point that no one knows clearly what now, and what to do with it. What they do know is that they need someone who knows the procedures and systematization, and it would be ideal if your arrival resolves all the conundrums pervading the firm. Whatever your role may be when switching from a big system into one such environment, to a relatively responsible post, that post is not what you will primarily be dealing with. Prepare yourself for the life of explaining the basic rules of working with people (no, we will not hire that sister of a friend of our janitor), introducing the term brief, and many other incoherent activities. But it’s also a life in which …

You literally have no idea how nice it is to have money

Everything is simple. Everything is easy. The lack of elaborate and rigid structure means – fast. With a relatively short, but meaningful solution, you get what you could never even dream of in an agency. A trip to a festival – OK. New employees – OK. Office refurnishing budget – OK. A course for designers to learn something new – OK, of course. You have the support and understanding for the initiatives to develop your team and yourself, to provide some added value in addition to the far-from-modest benefits that are defined by the contract. In just a few months, you’ve been empowered to make things better, and these changes are almost immediately apparent and people are (imagine this) grateful. I still can’t believe it. Which brings me to the following:

A lot has to change, and it’s in most cases you

The first day in my new job I was greeted by a swear jar (you know the stunt from the American sitcoms, where whenever someone curses they have to put a certain amount of money into a jar) and a poster with thick red letters reading Be Kind to One Another. Let’s just say that my inner cynical compass went berserk in an instant. Interaction with unspoiled kids in the bodies of adults, for whom this is their first job, is sometimes so unbearably platonic for someone who is used to connecting with people through unpleasantly deep, (auto)ironic and bizarre conversations at work. However, it must be born in mind that cynicism, though abundantly fun, is more commonly destructive than connective.

In the end, those who decide to leave an objectively good job (in addition to being a bit crazy) do so knowing that this is the only way to build an awesome tree house, instead of building a small castle in the shade, made of lousy sand. Would I go back to an agency? Perhaps. I left it so I wouldn’t hate it, which means I still “love” it. Did I need this in my life? Absolutely yes. Is this my life now? Your job is not your life, but to answer the question – I don’t know.

Belgrade, August 8, 2018.

Tags: Sandra StojanovićStartups
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