Marketing Associate @ M2T Collective with AK Seifeddine

In his year one, AK Seifeddine has had four different "month one's" at Starbucks, EQ Works, Publicis Media and LinkedIn in his role at M2T Collective, a full-time job that’s structured like a one-year marketing communication and media-focused training program with four rotations across brand, media agency, online platform/publisher and technology organizations. Some of the things that AK and Blair discuss include what it’s like to have multiple year one’s when you move to different countries, the reality of working in an advertising agency; and how being relatable is essential when trying to meet new people (call it “networking” if you must).

About AK Seifeddine

I'm an advertising and communication professional who’s lived in 7 cities in 3 continents. I've worked with a diversity of communities and cultures and have been fortunate to meet some of the most fascinating individuals during my education, travels and career.

My motivation has always been understanding people, and I'm always keen on building relationships through understanding what motivates them and what influences their behavior and actions. Empathy, curiosity, and listening are my superpowers. My passion for advertising combined with my people skills have led me to excel in client service.

The Highlights and Hottest Takes 🔥

How AK Got the Job

AK saw an M2T Collective booth at an AdClub of Toronto event where he introduced himself to the person…who happened to be one of the founders. And the rest is history.

Mistake Made

Taking job search rejection personally. Try to learn from it to do better with each application, to know what not to do.

Lesson Learned

Do quick tasks first. Starting in a client service role in advertising will feel overwhelming with lots of demands on you in a high-stress environment. “You must do the basic tasks first. Try to enjoy them in the moment and have a learning mindset.”

Pro Tip

Do research online to help warm up a potential connection. Learn more about different organizations, roles, and types of people in advertising in the market you’re in. Then reach out on LinkedIn, but don’t ask “Can I have a coffee chat?” or “Can we connect?” You need to find a common ground, be interesting somehow, share something they might benefit from seeing, and/or flatter the person.

Segments

AK's Year 1ne @ M2T Collective | 1:06-32:28

M2T Collective is a 1-year marketing communication and media-focused intensive training program. It’s a paid, full-time job but structured like management training with four rotations in different organizations. In AK’s case, he’s worked with Starbucks (brand/marketing), Publicis Media (media agency), LinkedIn (media platform/publisher) and EQ Works (technology).

However, before this role AK has a bit more experience than a typical "year 1ne" with life, school and work having lived in 7 cities, 6 countries and 3 continents. He’s worked in client service in multiple global advertising agencies (i.e. Ogilvy, BBDO, Saatchi & Saatchi).

The reality of entry-level client service in advertising is doing lots of analytics and reporting–which if you don’t do well your career growth will slow. On advertising campaign performance analysis:

“You’re not just reading the numbers what happened…what are they telling you why something is important/interesting. You need to find the story.”

There's also optimizing media pacing by managing the advertising budget and adjusting the media buy using data. You might also do marketing research for thought leadership reports for the agency on different industries to bring to clients.

Understanding the needs of the local market has been important for AK. Since coming to Canada he’s made an important investment in education by completing the Digital Media Marketing postgraduate program at George Brown College.

Getting to Day 1ne: The Job Search | 32:29-46:30

“Networking, networking, networking”: AK’s been connecting with people in advertising in Toronto for multiple years since arriving here. He saw a M2T Collective booth at an AdClub of Toronto event where he introduced himself to the person…who happened to be one of the founders. And the rest is history.

"Applying to jobs posted online works too, but networking gives you more insider perspective and helps uncover job opportunities that aren’t public." 

The nature of the job search is you’ll apply for many jobs, but all it takes is one job offer. Naturally, the numbers are against you, so you need to work rejection in your favour. Try to learn from it to do better with each application, to know what not to do. “Rejection in the job search can help with your self-awareness, it helps you adjust each time.”

Things I've Learned in Year 1ne | 46:31-49:00

For his start in Canada, these things were important for AK:

• Work on content marketing for you–tell your story as it relates to what you do
• Everybody sees the surface–dig deeper, why is something working/not working/important
• Stay positive, curious and empathetic–be relatable

Re(Sources)

• Connect with AK Seifeddine: LinkedIn | Twitter | Website
• Brands/organizations: M2T Collective | Ogilvy | BBDO | Saatchi & Saatchi| Publicis Media| Starbucks | LinkedIn | EQ Works | George Brown College | Ad Club of Toronto
• Marketing and media tools: Microsoft Excel | Hootsuite
• Connect with The Year 1ne’s host Blair Smith: LinkedIn | Website

Credits

• Created and Produced by Blair Smith
• Hosted by Blair Smith
• Mixed and Mastered by Ray Harripaul

Sponsor(s)

N/A for this episode...Interested in being a sponsor of The Year 1ne's Show? Drop us a line via email 😀