Favorite Parts of Working in the Advertising Industry as an Account Executive
Christopher enjoys the power of advertising to "dictate conversation," citing successful campaigns like Walmart+ Week that challenged Amazon's dominance and sparked consumer comparisons, showcasing the industry's ability to influence cultural dialogue and values. This ability to shape societal conversations, even when campaigns miss the mark, provides continuous opportunities for critical evaluation and professional growth.
Marketing, Advertising, Brand Management, Strategic Communication, Consumer Behavior
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Christopher Morales
Account Executive
Deutsch LA
Cornell University, 2020
N/A
Communications
Arts, Entertainment & Media, Advertising, Communications & Marketing
Creative
Scholarship Recipient, Pell Grant Recipient, Took Out Loans, Transfer Student, First Generation College Student
Video Highlights
1. The advertising industry's power to influence consumer conversations and shape cultural narratives.
2. The ability to analyze successful and unsuccessful campaigns to understand their impact on consumers.
3. The evolving importance of aligning brand values with societal values in modern advertising
Transcript
What do you enjoy most about being in your industry?
What I most enjoy about my industry is our ability to drive conversation through the work we produce. This can be for better or for worse.
For example, my current company launched Walmart Plus early access and Walmart Plus Week. It was incredible because Walmart Plus, as a competitor to Amazon Prime, allowed us to challenge Amazon's Prime Days. Not only did Amazon offer great deals, but Walmart Plus could too.
There was a time when it was exclusively Amazon. Suddenly, there was conversation about how Walmart and Target were entering the space. People want good deals, and we're able to empower consumers to research which brand offers them the most value.
Likewise, some campaigns miss the mark culturally. This offers an opportunity to critically think and suggest why a brand's action failed. We are a younger generation that values beliefs as much as financial benefits.
For better or worse, this is a great opportunity for us to reevaluate what we stand for as a society. The fact that our industry can dictate conversation is an incredible feeling. As I advance, I hope to have the power to shape future conversations myself.