Pacheco said it is good that young professionals are curious and hungry to consume more information on advertising, but nothing beats “a real human in front of you.” He advised trying to ask a colleague or executive how to go about doing something you’re unsure of before turning to social media.
Ad Age decided to take his advice and ask real humans what advertisers and marketers may not be able to learn on TikTok. Below are both fun and practical tips to help navigate a career in the industry from top advertising professionals.
Recent news: TikTok to ‘go dark’ if US ban proceeds
In-office tips and tricks
Struggling with entry-level salaries and sky-high New York City rent? There’s a fix for that, according to Justin Adelman, senior director of brand partnerships at ad agency Movers+Shakers.
“Bring a Tupperware” to capitalize on free food, Adelman said. “Free oatmeal packets and leftover platter sandwiches from client lunches will get you through.”
Adelman also advised young professionals to always “befriend the tech team. That laptop upgrade will come sooner than you think, and it’ll make the difference between getting a Lenovo or a MacBook.”
The shift to hybrid work has also relaxed certain dress codes and in-office etiquette but several people noted it is worth reminding young employees that they are still in a professional setting. Pacheco said it might sound old school, but dress appropriately, which doesn’t mean you need to wear a suit and tie but make sure you are “clean and tidy.”
“This is the day and age where people are wearing pajamas in airports,” he said. “You ought to be comfortable while you fly, but, in a professional setting, it’s really important that you consider your appearance. It comes down to everything from personal hygiene to what you’re wearing.”
Carli Jurczynski, associate VP and paid media client lead at media agency Kepler, advised employees to be mindful of how they act and the conversations they’re having, even with a coworker who is a friend.
“Keep in mind that conversations in a public office aren’t always as private as you think, avoid saying anything you wouldn’t feel comfortable with an executive overhearing,” she said.
With more agencies mandating more days in the office in 2025 (WPP is the latest holding company to announce a mandate that its employees return to the office four days a week), finding a place to unwind could be a lifesaver.
“Always find a secret bathroom for when you need more privacy,” said Jaime Robinson, co-founder and chief creative officer of creative shop Joan. “Could be on a different floor in your building, could be in a nearby hotel lobby. Tell no one. Enjoy your peace.”
Also read: Ad employment is down—the latest US jobs report
Drop the vocal fry
Vocal fry is apparently creeping into the ways in which many young adult women speak—and some people are observing it in advertising settings. It essentially means people are adding a low, creaky vibration to certain words (usually at the end of sentences), as pop singers might in certain songs. Many people have criticized the Kardashians for normalizing it in common speech. It’s now a fad among mostly college women, according to a study by Long Island University scientists.
“This trend crawled out of the Kardashians’ cultural playbook, but TikTok gave it wings, spreading it into the mouths of young professionals,” said Nancy Mines, director of client experience at independent agency Geletka+. “Vocal fry doesn’t just zap energy from your voice; it drains authority and professionalism. It’s like showing up to a meeting in the new gray sweatpants trend—you might be comfy, but no one takes you seriously.”
Mines advised professionals who might not realize they’re even doing it to take an acting class or public speaking course, “or even improv to help you reconnect with your natural strong voice.”
Robinson said she’s “automatically skeptical of ideas” if they come from people with vocal fry.
“Vocal fry isn’t cute in the workplace,” Robinson said. “You have to lose it. Your job is to sound as smart as possible, to move people.”
How to act in meetings
In client meetings, attention and confidence are key, several people advised.
Adelman said laptops should always be shut in client meetings, and instead bring a notebook to take notes. Also, “Don’t read the slide. Clients can read it themselves. When presenting, be conversational versus scripted,” he said.
In any meeting, Jurczynski said, “short pauses are perfectly fine if you need a moment to think” but don’t use “filler words or nervous rambling. Instead of filling pauses with ‘um’ or ‘like,’ take a moment to breathe or sip water while you gather your thoughts,” she said.
Keeping a steady pace that allows for people to interject with questions is advised, she said, and added that the “the first few minutes of a meeting” can be dedicated to small talk … not just superficial topics like the weather, but genuine conversation to get to know someone. Ask about their interests, hobbies, what they’re currently binging on Netflix … Over time, remembering these details and checking in shows you care.”
Caroline Moncure, chief client officer of ad agency The Variable, said “showing a little genuine interest” in a client’s “world outside of work can make you more relatable. Familiarize yourself with where your clients are from and keep tabs on their local sports teams. It’s a surprisingly effective icebreaker to say, ‘Tough game for the Knicks last night,’” she said.
Prove that you’re engaged in meetings.
“Pay attention to something a client mentions early in the meeting, whether it’s a comment about their weekend, a hobby or an observation about the project,” Moncure said. “Later, make a point to reference it: ‘As Mary mentioned earlier …’ This subtle move shows you’re truly engaged and listening, which is critical for building rapport.”
Samantha Loera, new business manager at Omnicom agency GSD&M, added that “listening is underrated but crucial … the ability to truly understand what people are saying (and what they’re not) is a superpower.”
It’s also OK to not know the answer on the spot.
“When the client hits you with a tough question, take a beat or say, ‘Great question. Let me think on that with the team and we’ll get back to you,’” said Emily Sireno, group creative director at digital marketing social media shop Glow. “Thoughtfulness [wins over] word vomit.”
Body language can speak louder than words, so exude confidence.
“Body language is a power move,” Sireno advised. “Sit up straight, make direct eye contact, avoid fidgeting and keep your hands visible. Slouch on a couch, not at a conference table.”
Try to control any nervous habits you may have.
“Minimize physical distractions,” Jurczynski said. “Nervous habits, like tapping your leg or playing with your hair, can detract from what you’re trying to say. Try holding your hands on your lap or tying your hair back.”
And never text or Slack during a meeting, several people advised.