"We used automation to write the book"

Tom Ollerton, founder of Automated Creative, discusses the launch of the company's first ebook, how automation played a key role in its creation, and why the marketing industry is so hard to break into at the moment.

Hi Tom, thanks for your time today. What does Automated Creative want to achieve with its first ebook, "How to Make it in Marketing"?

We wanted to create a record of the most inspirational advice we've received from guests on our podcast 'Shiny New Object'. And in doing this we hope to help the next generation of marketers as they start out on their careers. We've been lucky enough to interview many of the industry's leading lights, and we always ask what piece of advice they'd give to a student looking to work in marketing. So collating this advice in order to help others was the motivation for us.

How does the book help the next generation of marketing talent?

So, the book is designed to provide practical, timely advice to those looking to break into the business. It's about providing a framework for kickstarting a career, and a focus that will inject some efficiency into the process.

The book itself is split into four sections, each featuring advice from the aforementioned industry leaders. These include C-suite veterans ranging from the Senior AI Conversation Designer at Google to the Senior Director, Strategy & Transformation at Moët Hennessy LVMH.

The sections that comprise the book are 'Know your stuff', which is about readers developing both a personal brand and a picture of what they should be working towards. Section two, 'Know yourself', focuses on the importance of discovering a passion for the industry. Next is 'Know your people', which is about networking in the modern era and, finally, 'Know your path' helps plot a career progression.

What key challenges do those starting in marketing face today, and why?

The truth is, those looking to embark on a marketing career face numerous challenges. Especially at the moment, as the industry recalibrates itself in the aftermath of COVID and simultaneously weathers a period of economic downturn. Marketing budgets across the world are under more scrutiny than ever, and that directly impacts recruitment.

Global events and the global economy aside, there are always the same old barriers to entry for wannabe marketers. These days young people are graduating from university with huge debt, but very little experience - yet experience is exactly what employers want at the moment. They want proof that an applicant can actually perform, so there's this incumbent requirement for students to create and prove their own value. Equally, if you don't live in a large city like London, New York or Singapore, the opportunities available will be limited. That's just the nature of the beast. So, there are psychological, financial and geographical barriers that people have to deal with in trying to join this fantastic industry, but we hope the book can offer some guidance.

Any insights that surprised/inspired the team while producing the book?

I'll tell you what, I think what surprised me most is the breadth and depth of advice we received from our podcast guests. This isn't a dry 'how-to' manual, but a living, breathing publication crammed with unique advice from the lived experiences of marketing's most successful, influential people.

And we're not saying that all of it will be applicable to everyone, but we hope people will cherry-pick parts that feel pertinent to them, their situation and ambition. Personally, I think it's going to be great for people looking to fast-track their progression up the ladder, or for those that have got a bit lost in the process of starting out and need a helping hand.

And finally, did you guys enjoy putting the book together?

Absolutely, we loved creating the book. Through the podcast we meet some incredible industry figures, which is hugely enjoyable in itself, so to spread the gospel in a new format is a real privilege.

Automated Creative is all about mixing automation and creativity, and we used these principles to create the book. Each podcast interview we've ever done is transcribed using Otter.ai, an automated transcription service, and when deciding what content to include we simply searched our automated library of interviews for inspiration. It was great using Automated Creative's founding principles to shape the book’s narrative, and hopefully inspire pupils towards a successful marketing career. What's not to like?

Also published in: Marketing Donut