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It can be tough to find a job in the advertising biz. Especially if you're in Germany and want to work in the "British Empire or Americas." So what do you do? You might start a blog about your job search and reach out to other bloggers, like Sacrum has done. Who is Sacrum?
In his own words:
I am Sacrum. I am European man with skills in advertising. I should be in advertising yes? Yes! But I am not and this is a shame. Shame is worry, shame is darkness. I must have light! So I must get in to funky advertising agency. And this I try. Here my blog. I have my own pencils.
The quest of this advertising Borat (sans the dirty jokes) has all the trappings of a great Hollywood story: An endearing underdog sets out to land a job at a major ad agency against all odds.
He sends a note to Seth Godin:
...I seek advices from key figures in marketing arena because my knowledge is not so hot on agencies in these continents. I seek out you Mr Seth Godin for assistances. I ask you for permission.
You know places to create cutting edge works of marketing? I write them! You have networks and contacts? I sharpen pencil and top-up mobile phone! You have idea? I listen quietly!
You be my sneezer maybe? Please!
I have flexibility. I am availability on Wednesdays and CV’s on request.
I am grateful for your resources and support that you can offer to me Mr Seth Godin.
My warmness,
Sacrum B. Rown.
He applies unsuccessfully for a job at Wieden + Kennedy. He gets an interview with Naked in London (this Friday!). He propounds his "Brand Warmness" model:
He jumps to working on an answer in the comments to Russell Davies' question about the model:
Oh I honour! I thanking you from my bottom Mr Russell Davies for this question. Can I answer it? It's in shadow! Will there be light! The candle has no wind and I shall working on it!
Updatings when finished.
I am sending you warmness.
Sacrum spreads his "Excitement! Pure Excitement!" all around, with love and malapropisms for everyone. The more I read of him, the more his brand warmness works its way into my heart.
Until I follow a link that confirms my growing suspicions that Sacrum is too good to be true. A blogger in Germany has a FeedBurner ticker called "What's Sacrum Up To?" with his latest blog posts. Must also be a big fan. Except that his name is Marcus Brown -- suspiciously similar to Sacrum B. Rown. Hmmm.... I wonder if Sacrum or Marcus will be talking to the folks at Naked?
In any case, they ought to snap him up. To be able to create a story that makes people care about the character and what happens to him next is a definite gift. And that's what marketing is all about -- telling the story of the brand in a believable and compelling way, getting people to care and root for its success.
Or, as Sacrum put it:
Brands have connected tactic and right charges to my brain and my heart feel brand warmness. My heart is connected to my pocket money and I purchase. This is mysterious or not?
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Comments
Just a thought: But do we marketing/advertising firms want to hire somewill willing to commit fraud, even if he/she is good at it?
Posted by: Lewis Green | 03.09.07
To my shame, I haven't watched "Borat" yet, but I read enough about it that I understand the concept and appreciate the humor.
This take on Sacrum is fun. I look forward to reading how it all turns out for our little friend. :)
Posted by: Cam Beck | 03.09.07
I too believe that it sounds a little bit too good.
His English is too special, and its not germanized English ...
Well it is fun to follow his adventure, ...
We'll see
Posted by: barthox | 03.09.07
Lewis,
Good point. I guess it depends on at what point the character is revealed as an act and whether the potential employer sees it as creativity or deception. In any case, he certainly stands out from the other job applicants.
Posted by: Nedra Weinreich | 03.09.07
You're right, Nedra, he certainly stands out. It's a creative approach. But, I tend to agree with Lewis in that it can set the stage for all kinds of shenanigans in the job application process.
Posted by: Elaine Fogel | 03.09.07
Marcus has taken a very creative approach to landing a job ... and has been employing social media to demonstrate a capacity to work with and develop an online brand. And in many ways Sacrum is a blogging in-joke.
But, there is a fascinating tension at work here between identity, authenticity and communication. The use of a persona has been a creative master stroke from my perspective -- it has allowed Marcus to explore a range marketing and brand dimensions that fall outside of the domain (and voice) of his "personal" blog. It is almost like a "concept album" in blog form ...
The biggest question is "who turns up for an interview"? Oh, and I wonder whether it costs twice as much for him to travel.
Posted by: Gavin Heaton | 03.10.07
I totally agree, Gavin. This is wonderful stuff.... very creative, very smart selling from a guy who is using a hook to break through, and, as Gavin said, using the tools at hand to demonstrate that he knows how to develop an online brand.
p.s. I think "deceptive" is a bit too strong a word; I'd call it fiction.
Posted by: Ann Handley | 03.10.07
This is funny, but I suspect we're all being Lonelygirled. Whoever he (or she) is, they're getting lots of attention, which may be the goal. I doubt it's about finding a job.
Posted by: David Reich | 03.10.07
Lonelygril? I not knowing of such a person. She has no friends? We much send her much warmness.
Since small boy I looking for job in advertising agency of choiceness, but my uncle Georg is foremostly saying over my corpse! So I not do it! Uncle Georg is now gone! To Russia! I taking chances on a ad-venture!
Es ist nicht so einfach diese ganzen Markenüberlegungen auf Englisch zu machen, aber ich versuche es! Sie sollten es, zum abwechelung auf Deutch probieren Herr/Frau Barthox.
Mr, Marcus Brown is friendly to me and helping oftentimes with English. He is grumpiness. On the other hand side he can be niceness but not often.
I sending each on all of everyone of you warmness.
Posted by: Sacrum | 03.10.07
Let's all remember that laughter is good for the soul. When I first came across Sacrum (Marcus), I figured him out as I am familiar with his personal brand of warmness.
But he made me laugh, and appreciate the amount of effort behind the persona. Whether it's original or not, I see a person who really wants in the ad biz and that isn't a bad thing when so many other people really should be getting out of it for our collective benefit.
Sacrum, keep those pencils sharp yes? Yes!
Posted by: David Armano | 03.10.07
Sacrum's Brand Warmness model is genius.
He reminds me a lot of Chance the gardener from the film Being There.
Posted by: Stan Lee | 03.11.07
I agree with Gavin and Ann that the persona is all about Marcus demonstrating his social media and branding savvy, rather than just listing his credentials on a resume. The Geico caveman and Jack of Jack in the Box are just personas selling a product; in this case, Sacrum is "selling" Marcus.
Sacrum, thanks for stopping by and for your warm wishes. Best of luck with landing that job.
Stan, you're not far off, but the more I think about it, the more he actually reminds me of Latke from the TV show Taxi than anyone else.
Posted by: Nedra Weinreich | 03.12.07
Sorry, I've been away.
I've just had a very over excitement Sacrum on the phone (lovely chap but he does tend to get excited) telling me about this post.
All very interesting stuff. Why Sacrum would want to work in the advertising industry is beyond me. Heaven knows I've tried to talk him out of it, but he simply won't listen. The fool.
I wouldn't want to do it. But he does.
Posted by: Marcus Brown | 03.12.07
You're a good friend, Marcus, but Sacrum should follow his dream. The ad industry needs more unjaded, enthusiastic people like him.
Posted by: Nedra Weinreich | 03.13.07
Sadly, Marcus and Sacrum are no more. A ghost has taken their place.
Posted by: The Dead Artist | 05.02.07