As part of an ongoing series highlighting young talent in the industry, Branding in Asia presents “One Under 30” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time.
This week we talk to Simran Kaur, Senior Media Manager at Wavemaker in Singapore.
Over the course of our conversation, she talks about how she got her first break in the industry, what she loves about the work, what she doesn’t like about it, and more.
Name: Simran Kaur
Position: Senior Media Manager
Current Location: Singapore
Education: Singapore Management University (SMU), Bachelor of Business Management BBM (Hon.), 2015
How did you get your first break in the industry?
I started out in the industry at a time when content marketing and inbound marketing growth was all anyone was buzzing about.
The company I started out at was my first (full-time) taste of what agency life was like and it was madness and charm all combined into one.
Being at an SME, it was all hands on deck that taught me many things from web architecture to UX/UI. I remember questioning what I had gotten myself into so early in my career.
But here’s the thing about the agency life, once you get a taste of what it has to offer, you keep coming back for more (mostly).
What is your personal mantra?
Don’t sweat the small stuff. It’s not worth the added anxiety.
From what person, place or thing have you drawn your greatest creative inspiration?
Creative inspiration strikes me in the weirdest places, and the most unlikely moments. But I find myself being most inspired when I’m immersed in nature.
On a hike, swimming at the beach, cycling on unstable terrain or just walking (to the nearest Starbucks) – moments when I’m (supposed to be) unplugged from work, just relaxing and being immersed in the moment. That’s when inspiration strikes and my mind goes Eureka! (Cheesy, but it’s the truth).
What do you love about the job?
You’d be surprised by how much creative thinking media planning requires despite how ‘Type A’ the roles sounds. That’s what I love about my job, I get to use both the analytical and creative side of my mind to create campaigns.
And seeing the campaign you worked on go live-in-environment, makes the days of blood, sweat, tears (& questioning why you’re doing this) all worth it.
What about your job are you not so crazy about?
Making the big decisions and the inability to shut off sometimes.
You get to a point in your career where you have to make the tough calls, but sometimes it’s nice to have someone else handle the decision-making.
I also can’t count the number of times I’ve caught myself scrolling through social media actively looking out for ads brands are putting out.
It’s a job hazard but something I’ve had to learn to work on so that I don’t end up being the one work-addicted person in the group who brings their laptop while on a beach vacation.
What is some work you’ve done that you’re most proud of?
Bumble’s Make the First Move campaign is by far the most fun and exciting campaign This campaign was born during the unpredictable times of restrictions and circuit breakers which made the experience so rewarding.
The campaign leveraged on localised OOH ads across key locations in Singapore like Clarke Quay and Outram Park alongside leveraging a fresh and exciting video encouraging women to Make the First Move.
The ads featured copy that was localized and tongue-in-chic like “Find the kaya to your toast on Bumble”, “You, me, and BBT”, and “Find someone you’d travel the East-West Line for”.
The unpredictability of the restrictions in Singapore made planning and executing the campaign one to remember (and to be super proud of), but we made it work to the best of our abilities and it really paid off!
If you had to choose another career what would it be?
I often joked with friends and colleagues that if I ever leave the agency life, I’d throw myself into opening up a vegan food haven. In hindsight, a career in F&B sounds more intense than what I currently do.
But I think that just might be my addiction to the agency life talking.