Advertising will always be a struggle unless we think like brands

I used to be on the other side

I have talked about this many times in the past, but I have a very unique view on advertising simply because I used to work for the other side. Between 2000 and 2010, I worked in the fashion industry, where I was in charge of all of our digital media for one of the largest fashion brands in the country.

Every year, I was given a budget, and it was then my job to figure out how to use that money most effectively in our digital spaces. This included our websites, our press sites, digital PR, social channels, newsletters (partly), and, of course, also where to buy digital advertising. In other words, it was my decision that determined where we advertised online, and why.

I was part of the marketing team. We also had a print team, a retail team, a photo team, and the overall marketing campaign was defined by our CMO. I did not decide what to advertise. I did not have any influence on what clothes we were making (even though I tried at times ;)), nor did I go to photoshoots to decide how the pictures were taken.

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