Marketing & Creative Jobs in Canada Blog - Part 62

Inside Jobs: Copywriter

Ever since I can remember, I loved writing. Even some of my elementary school report cards noted how “Jennifer prefers to express herself through written versus verbal communication.” (I used to take that as a compliment, when I’m quite sure they were expressing concern about me.)

Since then, I’ve written copy for print and TV ads, billboards, websites, brochures, and (obviously) blogs. But I’m not sure I’ve ever identified myself as a copywriter. That’s why, when FreshGigs.ca asked me to write an “expose” on the job of a copywriter, I felt compelled to reach out to my pals who actually donned the title.

I asked them all the same questions, and they shared their candid (and sometimes smarmy) answers with me. Here’s the cast of copywriters:

  • Kenny Kamerman (KK)
    Freelance Copywriter, here, there, everywhere in Toronto City
  • Mary-Jo Dionne (MJ)
    Self-employed Writer, Editor, Strategist, Tofu-eating animal-rescuer, a cozy cabin in the woods at the base of North Vancouver’s Mount Seymour
  • Jan Evanski  (JE)
    Creative Director, Corus Radio Vancouver
  • Geoffrey Vreeken (GV)
    Copywriter, DDB, Vancouver
  • Manu Chopra (MC)
    Former Senior Writer for Dare Digital, Vancouver

JW: Alright, let’s get this started. First question, what do you tell people you do?

(KK) >> I’m an ideas guy. I write ads.

(MJ) >> My career is three-pronged. I write ad campaigns, write and edit magazine editorial, and do whatever I can to promote animal issues on the side. (Go check out http://fleasplease.com/)

 (JE) >> I’m a creative writer who manages a team of creative writers.

(GV) >> I’m a writer. In advertising. Like, I write ads. Oh you hate TV ads? Well, I write websites and radio ads and billboards and stuff, too. What? No, I really like it. Ha…yeah…(ugh) it’s not really like Madmen.

(MC) >> I write ads.

Don’t be afraid to write the way you speak. Copywriting is not prose. It is a form of conversation designed to convince the listener to take some kind of action.

JW: Do your parents understand what you do?

(GV) >> Vaguely.

(KK) >> After 13 years they still think I write jingles.

(MJ) >> My mom has an entire room where she’s built a sizeable shrine of all my work over the last 15 years. I’m not sure it’s healthy actually. I may need to talk to her about scaling that back a bit.

JW: What would you say is the single most important trait to have as a copywriter and why?

 (MJ) >> The ability to adopt the voice of a brand. In any given day, you will need to speak like a veggie burger, a city’s tourism board, a grocery store, or a dog needing to be adopted. Don’t pigeonhole yourself as “the beer guy” or the “long-copy kid”.

(JE) >> Strong communication skills. You need to fully understand your client’s needs and expectations before creating a compelling message to the masses. You also need to work well with your internal clients – fellow writers, sales people, producers, voice talent etc.

(MC) >> Curiosity. No information is useless, because to write about shit, you need to know even more shit.

JW: Did you go to school to become a copywriter? If yes, was it imperative? Continue reading →

Marketing & Creative Jobs in Canada, November 19th – 23rd, 2012

Marketing Manager with Ritchie Bros.Auctioneers
Burnaby, BC

World Vision with Charity Ambassador/Fundraiser with Donorworx Inc.
Richmond, BC

Marketing Coordinator (Email & Affiliate) with BuildDirect
Vancouver, BC

Communication Officer (Bilingual E/F) with Crossroads International
Toronto, ON

Marketing Proposal Manager with Kasian Architecture
Vancouver, BC

Director of Product Marketing with Vision Critical
Vancouver, BC

Sales, Promotional Products with GWN Promotions
Toronto, ON

Marketing Coordinator with  FillTheContainer.com
Vancouver / Surrey, BC

Senior Designer (6 month full time contract) with Qtrade Financial Group
Vancouver, BC

Advertising & Marketing Resources in Canada: How To Find What You Need, When You Need It.

Contemplating a lateral move? Asking for a raise? Trying to break into the world of advertising? Perhaps you’re a freelancer looking to figure out what hourly rate to charge, or what courses you need to take in order to advance your design career. Has your boss asked you to locate stats on how much online advertising was bought in 2011 versus 2012? And most importantly, are you being underpaid?

So many questions, so little time.

Lucky for you, there are a number of resources – both online and offline – that you can utilize when you’re looking for answers (be it for personal or for work). Sometimes it’s as easy as a Google Search, and other times you have to dig a little deeper to get what you need.

Start With Your Local Association’s Websites

Use these websites as a compass to point you in the right direction.

Associations such as NABS, the Canadian Marketing Association, Society of Graphic Designers of Canada, IAB, and Direct Marketing Association are great resources and all carry a wealth of information on their websites. Anything from white papers, to research and statistics, job postings, professional development workshops, industry news, and salary reviews and guides.

Sure you can find almost anything online nowadays, but sometimes nothing beats a good old-fashioned face-to-face.

For example, IAB will provide you with free research on internet advertising revenue, cross-media optimization and Canadian media usage trends all in their research section.

The CMA has an endless supply of guides, white papers, and best practice documents, including an interesting Leadership Series. And the GDC’s monthly e-newsletter will provide you with inspiration, events, industry award-winners, and more. Continue reading →

New Canadian Creative + Marketing Jobs, November 12-16th, 2012

Manager, Web & Digital Media Strategy with Ash City Worldwide
Richmond Hill, Ontario

Graphic and web designer with Juice Group
Vancouver, BC

Web developer/designer with Juice Group
Vancouver, BC

Interactive Designer with The Creative Group
Waterloo, Ontario

Publisher, Higher Education with Recruiting Now Inc.
Toronto, Ontario

Digital Marketing Specialist with Westminster Savings
New Westminster, BC

Marketing & Communications Coordinator with Advanced Cyclotron Systems Inc.
Richmond, BC

Advertising Sales Representative/ Account Manager with C U Advertising
Thornhill, ON

Marketing Coordinator (permanent, part-time) with Kerrisdale Cameras Ltd
Vancouver, BC

Exclusive: “Mr. Wonderful” on Canada’s Future, Careers and Business: An Interview with Kevin O’Leary

kevin o'leary dragons den shark tank

Image from kevinoleary.com

We recently had a chance to speak with Kevin O’Leary of Dragon’s Den fame and get his insights on the future of Canada’s economy, building a personal brand, careers and more.

A big thanks to Massive Media and MNP for putting on the event with Kevin on November 8th, and helping to make this happen.

Enjoy the interview:

Interview Transcript (in progress draft)

Welcome everyone this is Michael Zipursky of FreshGigs.ca and today we have someone special on the line. I have with us none other than Kevin O’Leary. Kevin is well known as a Star on the T.V shows Dragons Den in Canada and Shark Tank in the U.S. He’s launched his own line of wine called “O’Leary Fine Wines” and is a founder at O’Leary Funds, an investment fund. Kevin, welcome.

Kevin O’ Leary: Thank you very much.

Michael Zipursky: I want to start by asking you about branding. You’re a master of personal branding which is evident from your success on T.V and your other ventures. What would you suggest to someone that wants to build their own personal brand, what attributes are important, what actions would you say are necessary and can you share with us some specific steps that you took?

If you’re always worried what other people think of you, you won’t establish your brand and you won’t break through.

Kevin O’ Leary: I think the key to brand building for an individual is honesty. [Each person can connect that to either print, radio, television, internet whatever vehicle they are using. Their communication has to be based on honesty and a two-way dialogue.] And sometimes that’s difficult because sometimes particularly in my case the truth is sometimes quiet brutal because we are dealing with money which is very black and white. So, sometimes it’s very harsh to say to somebody, this is a bad idea you’re losing your money I wouldn’t invest in you. But that’s the truth and I think all the time at least in my case being honest has benefited me…and has enabled me to build a brand around financial services and goods… I mean that’s what I do. Wine is a hobby of mine obviously but may main businesses are O’Leary Funds we have [over a billion dollars] under management, O’Leary mortgages which I am launching very soon and I am very proud of that. But it is based on the appeal that you can trust me even though my message maybe harsh. And you know that is the truth as far as I’m concerned and I think it’s important.

Michael Zipursky: There may be people listening to this that want to be able to express their opinion so clearly but find it a real challenge because they don’t want to hurt people’s feelings or go up against the status quo. What would you say to those people?

Kevin O’ Leary: Well, that’s a mistake. If you’re always worried what other people think of you, you won’t establish your brand and you won’t break through. You can’t do that. You have to be honest to yourself above all. Speak your message the way you feel that make sense to you. It maybe not connect with everybody. [You can’t try to please everybody.] And the key to telling the truth is you always speak the truth and you never have to remember what you said. It will always be the truth today, tomorrow or a hundred years from now. So, at the end of the day that’s what I have found has been the constant. The other challenge of brand building that people want to communicate is finding the platform that fits them.  I’ve seen tremendous successes on the internet, great successes on the radio, in print, in television it’s difficult to be good at all things so you’ve got to find out the one that fits your personality and work with that. And I think that there’s a lot of trial and error too. I’ve been doing this now for 11 years and I found that it works for me or it doesn’t.

Micheal Zipursky: Kevin, you are on both Dragon’s Den in Canada and Shark Tank in the U.S. You’ve done business in both countries. What are the real differences between working and doing business in Canada versus the U.S? Continue reading →

Will This Job Crush My Soul? How to Find a Job You’ll Love

What do you do when faced with a job that crushes your soul? If you’re Greg Smith, you resign from your position as Vice President at Goldman Sachs by writing a scathing op-ed against you former employer in the New York Times. And then publish a book about the ordeal. Freedom and residual income! Nice.

Less than 4 in 10 employees feel that senior leadership is doing a good job of communicating what is happening in their workplace.

For most of us, public resignation is not an option. Instead, we sit at our desks surfing the web at work for fun distractions, like blogs that poke fun of our hometown.

Maybe it’s time to look for a new gig. But how do you make sure your next job is better than the one you have?

What to avoid

You’re not alone. According to the Canada Human Resource Centre, 60 % of employees are not engaged, and an additional 15% are actively disengaged. Continue reading →

Art of Marketing Event Coming Soon: Free Ticket Giveaway

If you’ve ever attended a good conference you know there’s something in the air that allows you to walk away from the event feeling inspired, motivated and filled with ideas and new to-do’s to implement…that simply reading a book or blog can’t match.

And key to a great conference is having an exceptional lineup of speakers willing to open up and share their battle-tested and proven strategies, insight into new trends and best-practices.

Enter The Art of Marketing Conference.

Date and Venue
On November 27, 2012 from 9am-4:30pm the Convention Centre in Coal Harbour in Vancouver will be host to this event. Continue reading →

3 Steps to Managing Your Work More Effectively

As marketing, communication and creative professionals in Canada, our role is to find creative solutions to help our clients find success. We consider questions like the following:

  • What are the consequences if we …
  • Why do we…
  • Tell me more about…
  • Give me some examples of…

We blend ideas.  We ask questions our clients haven’t thought about.  We turn ideas on their head.

We create value by combining process and content to deliver ideas that resonate with our targeted audience.

In the workshops that I run with my clients, we never have trouble coming up with lots of good ideas.

But oftentimes, the biggest challenge for successfully completing a project is setting and managing expectations. Whether you are an internal stakeholder or an external consultant, creating and managing relationships is the foundation of project success.

How do you set and manage project expectations?

Here are some of the common considerations to build stronger relationships – right from the start. Continue reading →

Will Speaking French Help Me Land a Job?

When applying for a job, it should come as no surprise that an abundance of skills is never a bad thing.

That being said, certain skills are greater assets than others, and in an economy where time spent developing these skills costs money, it’s important to know which ones are worth investing your time and money in, and which ones can be left on the shelf.

One of those skills that those applying for jobs may consider, is being bilingual. After all, Canada is a bilingual country.

The question though is, do applicants who are fluent in both English and French have an easier time finding employment? And as an extension, once they become employees, will they earn more money?

Before we answer these questions, we must first look at what it takes to be considered bilingual by an employer.

Are you bilingual?

The promise of being able to find a job, as well as earn a higher salary is compelling, but what exactly does it take to be considered a bilingual applicant.

Marijke Kanters of Nova Consulting says that the companies she works for have “pretty high standards.” If it is clear that an applicant isn’t native to the language, a French skills test is put in place to rate the applicants ability. The scale ranks 0 to 10. Marijke explains, “Usually 8 out of 10 is fine. But some companies do want native French speakers.”

Up to a 10% increase in income…”

What bilingual jobs are available?

A quick search on multiple job websites will show that there is an abundance of bilingual jobs available amongst many different industries. As of October, the number of “bilingual” labeled jobs reached 4,557. That’s a pretty big number of opportunities throughout Canada. Continue reading →