Yangnan Liu ’12, Peer Advisor
I never imagined a one-day experience could give me another whole aspect of advertising in one of the leading agencies. I was always thinking advertising was something only related to commercial making, graphic design and brand promotion. It’s a totally visual and artistic industry in my mind. However, my day spent at Malone Advertising opened my eyes of Media Buying in advertising, which is another crucial part of advertising strategy.
Located in Circle Centre in downtown Indianapolis, Malone Advertising is a professional agency primarily dealing with media buying business. Bonnie Surber, the Vice President, General Manager and Media Director, welcomed me at her office and briefly introduced the company and the business of media buying. Generally speaking, their job is to purchase advertising space in television stations, transportation (typically highway billboards), magazines and other interactive places for their customers. The work is not as simple as it sounds, because it contains abilities of analyzing, negotiation, creativity and a strong sense of competitiveness. This job is not directly related to the visual side of advertising, but still needs passion and inventiveness.
Bonnie then took me to the senior buyers’ offices. Lesley and Jay showed me their current work with one of their customers and shared their three-year career experiences in Malone Advertising. I was amazed by how creatively they helped their customer spend a limited amount of money on TV commercial spots and how well they negotiate the commercial rate with different television stations. They act as the middle person, therefore, they become very good friends with both the TV station and their customer.
After meeting Lesley and Jay, Media Director Laura specifically introduced media buying in magazines for another client. Laura’s humorous and easy going attitude impressed me a lot. “When working on magazines, we will track our customer’s main competitors to see where and how they put their advertisements, so we can respond accordingly. Of course, we should also move ahead, that’s to say, we will usually look for new places to put on our advertisements.” Laura explained. She then gave me a tour of the offices and told me tons of stories of Malone Advertising. “Working in an agency like this does not require you to wear a suit and tie everyday. You get to enjoy yourself and be passionate about your work.” Laura said.
My one-day externship soon came to close. The experience broadened my ideas of advertising and let me see another inspiring side of this creative industry. I love this cool place and the lovely people working here. Malone might not be the biggest and most profitable advertising agency, but it has the most little giant spirit: small in size, big in results.
Blaine Cooper-Surma ’09 – Although I’m only a few months removed from the Wabash College campus, I’ve already gotten a good taste of the real world. At Wabash I was an Economics major, English and Religion double minor, and I also completed the Business Sequence area of concentration. In college I was a member of the Swimming and Diving Team, Lambda Chi Alpha Fraternity, and Peer Advisor at Career Services. My experiences outside the walls of Wabash College are unique, and I’m glad to be able to share them with you.
To make a long story short, I interviewed with the Orr Fellowship and became increasingly interested in one particular host company. ExactTarget, an Indianapolis-based host company of nearly 500 employees, has been involved with the Orr Fellowship since its beginning. What caught my attention was the Catapult program, which is a rotational program that allows you to rotate through three different areas of the company over a six-month time span. Spending two months in each department allows you to learn your personal strengths and weaknesses, while teaching you a great deal about the people and operations of each department. For me, this type of program was exactly what I needed. What also got me excited about ExactTarget is the fact that the company has been growing at tremendous rates of growth. I saw this as a great opportunity to join a company that I knew would allow me the prospect of moving up in the ranks and developing myself as a professional.
Scott Crawford, Director – The Schroeder Center for Career Development (Career Services) welcomes you to our blog – Little Giants, Big Results. We’ll keep you up to date on what’s happening in and through our office, from the point of view of our Peer Advisors, students, recent graduates, alumni, and staff. Stop by regularly and check out our scene.