Way back in the 1930’s a certain red carbonated drinks brand changed western culture for eternity when they made, a cold, best served chilled, fizzy drink, synonymous with the Christmas period. In turning Santa red and white, and embedding Coca-Cola in the festive season, Coke acted in favour of emotion rather than logic. Such apparent lack of regard for rational and functional thinking may seem counterintuitive however, there is an explanation… emotional intelligence! Personally, I am heart over head every time. This is not to suggest I am erratic, irrational, incapable of thinking strategically and utilising the value of insight and market research. But I do believe consumers, in fact humanity, are emotional beings. In attaching the connotations of joy and happiness associated with Santa and the Christmas period to the brand, Coco-Cola appealed to the consumer’s emotions and built bonds that have proved far stronger than any functional advertising could have.

This leads me to Mr. Blanchard. Granted my parents gave me a great sense of self-esteem this is not to imply it is inflated or that I am stone hearted, lacking in empathy or unwilling to see things from a different perspective. Significantly, my parents and the world around me have educated me both academically and emotionally. When I speak, I speak with conviction and expect my peers to listen (I also promise to speak and never to preach). This is not because of inflated self-esteem but because of a belief and passion for what I speak about. This passion and belief should not be mistaken for, or spill over into demands, or opinions proclaimed as fact. As much as I am entitled to speak my mind and for people to listen, I am equally entitled to be told I am wrong. Because of this, I will always endeavour to intently listen when my peers speak their minds. Not just out of respect and manners but also because I am eager to learn, and as an intern, I realise that for all the academic knowledge I have been armed with, there is often a bridge that needs to be crossed between theory and practice. Moreover, as an intern I hope to be in the best possible position to cross this bridge with the aid and guidance of those who inevitably have been there, done it and got the t-shirt.

In the current climate, getting to the bridge and attaining the guidance can be a task in itself. Speaking from personal experience gaining an unpaid position can be perplexingly difficult let alone getting your first legitimate, paid position. As such, I am in complete agreement, that persistence, patience, hard graft, and to add a few of my own adjectives, tenacity and bounce-back-ability are critical to the success of this year’s graduate intake. However, inevitably in the current climate, there are more great grads than ever and half the positions to stake a claim for. Consequently, standing out from the crowd is increasingly difficult. So alongside a significant dose of resilience, charm, wit, intelligence and emotion are ever important as well. So, as the advertisers of the future if we can sell ourselves and produce work, which is strong enough to evoke feeling and emotion, as Coca-Cola did, there is far more likely to be a call to action whether it is by the consumer who buys the product or the agency who gives us, the humble intern, the first shot at the big time.