5 Lessons for a Creative Career in Marketing from an AUP Alum

I’m Mat Zucker, and I studied at AUP in 1991 with a focus on modern American literature. I went on to a career in advertising and digital marketing, and now I lead the marketing practice at the global management consultancy Prophet. I recently put out a book Bronze Seeks Silver: Lessons in a Creative Career in Marketing and wanted to share a bit of what I’ve learned to help other AUP community members pursue their own careers in marketing.

1. Be Early

I think we barely had email when I was at AUP! After college, I lucked out, getting into digital marketing at the dawn of the World Wide Web. Everyone in advertising was focused on television, but I got to build some of the first corporate websites, brand podcasts and early ecommerce stores. This gave me credibility and an early edge. When I lost my job at an agency, I snapped up freelance gigs in interactive marketing because, well, few people were doing it. You don’t have to be first, just among the early wave. It’s still a great time, for example, to find your voice and build marketing expertise in topics like artificial intelligence, blockchain or next-gen digital media like Alexa. There’s so much evolving now that will matter later.

2. Find Your People

The networks I built at various agencies and firms and through client work have lasted a career. It’s not uncommon for me to work with people again at different places or for a client who liked me once to hire me again. My most important relationships are with those who have mentored me. In my first job, as an assistant to six creative directors, I asked for chances to write, and Dennis Ferrone gave me my first copywriting assignment for a food campaign. Several bosses and colleagues became mentors to me, whispering me advice or openly advocating for me. I picked up good habits from them, such as keeping your executives informed so no one is ever caught off guard, and being disciplined in sharing strong opinions since, as I become more senior, I realized everyone was watching. One thing I wasn’t told was to find my own lieutenant, someone I could count on and partner with. Now in every job, I make sure I find and hire a number two. This is not only good for the other person’s career but has also helped me have stress-free vacations. 

3. Score a Headline A Year

What I’ve learned from doing marketing campaigns is that you need to build a career of big hits: work that is famous or at least unique. While you might create decades of good work, people will want to hear about the big headlines and most interesting stories – especially in job interviews. My method has been to seek to create two great pieces of work a year, each worthy of being a bullet point on my resume. It’s a practical goal, and over a career of years, it’s become quite powerful.

4. Work Across Borders

The world is interconnected, and a global education and experience are more important than ever. At several points I was offered opportunities in my global agency’s other offices and watched many of my peers take similar roles. While I chose to remain in New York, I have intentionally sought out global assignments, working with teams in other places, traveling to other countries to immerse myself, and building a portfolio of experiences across borders. It’s incredibly rewarding to work internationally, and I think it’s important these days for success.

5. Beware of Letters in Your Title

Our careers are filled with tempting titles – Vice President, Executive Director, Chief Experience Officer. While more letters are a great way to feel like you’re making progress and being respected within the company, I also unintentionally discovered a downside after achieving one big title early on. I unexpectedly lost my job as Chief Creative Officer and decided I would return to being a regular copywriter. Problem was, I struggled to get another job since, no matter how I explained my new goals, no one believed me that I would take a step down. 

Careers are funny. I wrote my book to illustrate both the wisdom and madness of trying to steer brands, build relationships and manage a career. I hope yours is filled with adventures you choose, and people you find. For more about marketing and my experience, find links to the book in paperback or ebook at bronzeseekssilver.com.