Ad career tips and tricks you won’t learn on TikTok

This is part of a recurring series of stories aimed at educating readers on how to break into advertising and marketing, or land a new position. Read the prior installment, about how to start an ad agency, here. “Customer testimonials are not enough to build a creative strategy that converts … You need to understand the pain points and the failed attempts that your customers had before they discovered your product,” advises Dara Denney in an Instagram post. Denney is a performance creative consultant and influencer who posts informational advertising-related content to Instagram and YouTube, aiming to bring “less exclusivity and more skills-sharing” to the industry. View this post on Instagram A post shared by DARA DENNEY (@daradenney) Insights like the above are why young ad professionals are flocking to social media apps, including Instagram and TikTok, seeking out the feeds of those who claim to be marketing experts to better understand the industry. While these videos can be helpful, they can’t teach all of marketing’s tips and tricks. And it’s more important than ever that these ad pros branch out from TikTok, especially, given the possibility the app will be shut down in the U.S. TikTok creators providing comic relief on the challenges of navigating work-life balance in constantly evolving workplaces are soaring for obvious reasons. Popular handles include @CorporateNatalie, who creates funny videos on overall work-from-home life, and @loewhaley, who presents herself as “your virtual work bestie.” Then there are more ad-focused creators aiming to give industry advice such as @StuffAboutAdvertising, who provides useful tips on how to navigate a career as a creative director or copywriter, as well as @DaraDenney on Instagram. Ad professionals, specifically, are looking to these creators to get a better understanding of the industry because they feel they are not getting the proper mentorship and training from their employers, according to Steve Pacheco, the president and CEO of the American Advertising Federation. Junior agency employees have been calling for better training, complaining that they’re often thrown into the deep end without much direction; a problem that has been exasperated by layoffs and remote work, leaving some to feel isolated. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today Pacheco added that Gen Z professionals are accustomed to relying on the internet any time they want more information on something, given they grew up with Google and social media, so it’s second nature for them to turn to apps including TikTok for career help. But TikTok is not always going to yield the best results, especially in an industry that is truly built on relationships, he warned. “In the reality setting of social graces and meeting people face-to-face, you really need to zero in, put your phone down and focus on the conversation at hand because that can be a really meaningful opportunity. Agencies and clients get together all the time for culture checks, vibe checks to make sure that they feel like they can get along.” The trend isn’t all bad, though. Some creators including Ashley Rutstein—a freelance copywriter and creative director, part-time instructor at portfolio school Denver Ad School and the TikTok creator behind @StuffAboutAdvertising—told Ad Age back in 2023 that she makes her videos to help democratize a path into advertising. Agencies, especially, still rely heavily on expensive portfolio schools to recruit young talent, and she said she wanted to provide an alternative for people who can’t afford that schooling to break into the industry. View this post on Instagram A post shared by Ash | Advertising, Copywriting (@stuffaboutadvertising) 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. Read Ad Age’s 2025 predictions stories here Be proactive Showing eagerness to take on new projects and work will bode well for your career, several people said. “When you’re in internal meetings, come prepared with your own slides to showcase your thinking,” said Shannon Harris, executive creative director at ad agency Big Com. “Before project kickoffs, know exactly what role you want and how you’ll prove you’re capable of handling it. And when it comes to client presentations, offer to help with styling, outlining or even proofing. In this industry, you rarely get opportunities you don’t actively pursue—so don’t wait for permission.” Jessica Romaniuk, president of Chicago agency Two by Four, said she wants to hear from everyone, so “speak up,” especially in meetings. “A more junior employee’s opinions can change the opinions at the top,” she said. Also, be the person who says “yes,” Romaniuk advised. “When hiring, we always look for people who are passionate and curious about advertising; people who are looking to learn and grow,” she said. “I really appreciate when team members catch me first thing in the morning with questions, before my day packs up with meetings. I love when more junior employees ask what they can help with or ask to be added on to a new project; it shows that they care and want to better themselves.” Being a team player doesn’t mean you can’t push back when it matters, though. “Knowing when to push back or escalate a challenge before reacting is crucial,” Jurczynski said. “If you wait too long to flag a risk, there may not be enough time to develop a solution and communicate it to everyone involved. It’s just as important to approach these situations productively, without letting emotions or stress influence the conversation.” Proper etiquette for work-related events and dinners “Drink responsibly,” Jurczynski said. “Wine, beer and cocktails are usually fine, but introducing shots into the mix is typically a bad idea.” Several people advised employees to order two drinks at most when at an after-hours work event or dinner. “Never have more than two drinks at a client dinner,” Sireno said. “Enough to vibe, not enough to go viral.” Pacheco went one step further and reflected on something a mentor once told him: always order red wine. “The perfect order at a business dinner is red wine,” he said. “It doesn’t mean you’re an alcoholic and you’re slamming shots of scotch. It also means you’re not blue collar and you don’t drink a can of beer. The way this guy delivered this to me, it still sticks with me 40 years later.” And, please, be present and inclusive at these events. Jurczynski advised not to constantly check your phone because “it signals disengagement,” and to politely excuse yourself if there is an emergency. Also, “steer clear of talking negatively or gossiping about coworkers, clients or other teams. The advertising world is small, and stories travel fast,” she said. You should always be inclusive in the conversations you’re having at events, so avoid inside jokes with work friends that "can make others feel left out,” Jurczynski said. Event news: CES 2025—10 key takeaways for marketers Advice for working from home Slack is one of the most common platforms for communicating with colleagues in the hybrid work environment we’re all living in, and Jurczynski said younger professionals especially rely on it more than traditional means such as email. Even if it doesn’t seem as formal as email it should always be kept professional, she said. “People outside of your immediate team or department won’t always be familiar with acronyms or industry slang, so it’s important to write things out clearly and professionally,” Jurczynski said. “Slack is not sarcasm-proof. Written communication can easily get misconstrued. While emoji can help soften the tone, they shouldn’t carry the entire burden of context. If you wouldn’t say it in person or in a meeting, it’s usually best to refrain from putting it in writing.” Jurczynski added to “always confirm receipt. Acknowledge tasks promptly to show that you’re on it.” Stay organized Being organized is crucial to success. Whether you’re in the office or at home, distractions are everywhere. “Email folders and project tags are lifesavers … setting up a personal organization system early in your career will save you countless hours down the road,” Jurczynski said. “Don’t just track your hours, but also track your energy. Working 40 hours doesn’t mean 40 hours of impact. Focus on tackling tough tasks when you’re at your peak productivity. For me, that’s in the mornings.” Jurczynski also advised to “document everything … It helps protect the project and ensures accountability when everyone forgets what was agreed.” What happened to thank you notes? Some people said some traditional rules of etiquette should be reintroduced and implored younger professionals to take the lead there. TDA Boulder Co-Owner and Executive Creative Director Jonathan Schoenberg said “a handwritten thank-you note to someone who has been generous with their time is the right thing to do, unexpected and, unlike a social post or an email, will sit on their desk for a while and keep you in their minds.” Amy Choi, executive director of creator strategy and marketing at ad agency Trade School, said Gen Z professionals are the best people to reintroduce traditional tactics such as handwritten notes since they’re “leading a return to analog aesthetics in unexpected ways—film photography, vinyl records and even journaling.” Gen Z voices: How Gen Z is reshaping agency workplace culture “Ironically, in an era where TikTok teaches us everything from how to fold fitted sheets to 15-second life hacks, [writing notes is] one skill you won’t find trending,” Choi said. “Why? Because the act of handwriting a note goes against the very nature of social media: it’s slow, personal and not built for an audience. That’s exactly why it’s so powerful.” Choi said a handwritten note goes way further than an email or Slack. “Whether it’s the IT guru who saved your client meeting, the EA who worked magic with schedules or the senior leader who shared a nugget of advice … In a sea of notifications, a handwritten note stands out as a tangible, thoughtful gesture,” she said. Be realistic Several people said Gen Z professionals tend to want to advance in their careers quickly, which isn’t necessarily a bad thing. But it’s not always realistic either. Some people said young professionals might be better off setting more realistic goals for themselves. “There might be an expectation of accelerated progression and promotions in their careers that is slightly unrealistic,” said Courtney Tight, head of client management at branding and design agency Pearlfisher. “I don’t know if that’s just an entering the workforce kind of thing, but there’s an expectation of promotions and to suddenly be making six figures or whatever when you’re one year out of school. It just takes a bit longer for that stuff to happen.” But, hey, as stated earlier, it’s also good to be a go-getter. “You can ask for whatever you want,” Robinson said. “A meeting. An introduction. A raise. A day off. You aren’t guaranteed to get it, but you are guaranteed to not get it if you don’t ask." Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Ad career tips and tricks you won’t learn on TikTok

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