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Home  > Article

Strategic Planner

By Jen Uscher

Twentysomethings across the country are forging their own career paths in the new world of work.

 
"I get to travel across the country and around the world conducting focus groups on consumer attitudes about technology." -Clive de Freitas
 
Working Model: Strategic Planner

Name:
Clive J. de Freitas

Age:
23

Occupation:
Strategic Planner at Ogilvy & Mather Advertising, New York, NY

Degree:
Bachelor's degree in Art History, University of Chicago, Chicago, Ill.

Career goal:
"Constant intellectual growth, some benefit to society, and financial security."

Favorite thing about job:
"Learning about people around the world and the influence of advertising images on their cultures."

Least favorite thing about job:
"Dealing with a large, corporate bureaucracy."

How he landed the job:
"After college I was an intern with the advertising agency Young & Rubicam and did informational interviews to further my understanding of the industry. I met the Human Resources Director for Ogilvy & Mather, and she helped my find a job at the company."

Philosophy for success:
"Luck is what happens when preparation meets opportunity."

De Freitas, who is fascinated by how cultures determine the values of art objects, worked in art galleries and museums throughout college. After graduation, he was drawn to advertising because of the way the industry uses visual images not only to reflect culture, but also to create it. Today he is a Strategic Planner on the IBM account.


"Working here has been an extraordinary learning experience," de Freitas says. "I get to travel across the country and around the world conducting focus groups on consumer attitudes about technology." Once he has gathered information on consumers' attitudes toward IBM's products, he helps develop a strategy to make IBM and its products shine in the marketplace. "I share my knowledge of the market with the creative teams who develop IBM's ads," de Freitas says. He also writes creative briefs on target consumers and the current state of different markets."

Though de Freitas finds the work exciting, he is still getting used to the limitations of working at a large company. "Making the adjustment from college to work is huge," he says. "It's almost like going into a new culture."







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