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By JOSFYN UBA
She has been in the business of marketing and corporate communications for decades and has seen it all in brand building and advertising. She co-founded and worked as the Executive Creative Director of SO&U M & C Saatchi, a leading Nigerian marketing communications firm.
In this interview with Daily Sun, Julia, a communications expert while talking about the challenges of her career, recalls that from her early days as a copy writer to when she became an Executive Creative Director, each day brought new mountains to climb and rivers to bridge. And because she absolutely loved what she did, no two days were the same and the adrenaline rush more than compensated for the days when the terrain was rough.
And so in her words of advice to those who seek to make a career in advertising, she admonished them not just to blend-in but strive to stand out in the best way possible. She was also quick to remind them to work hard and become creative solutions provider as many times as possible and always take a moonshot while aiming for the top in all they do.
Welcome to the world of Julia Oku Jacks, a certified Transformational Coach and the Chief Executive of Julia Jacks Consulting, an organization focused on brand story-telling, brand amplification and supporting mostly female led MSMEs build strong and sustainable brands
What qualities do one need for a successful career in advertising?
For anyone who aims to have a successful career in advertising, you must always think of the big picture, be willing to colour outside the lines and have the ability to switch on both the impulsive and strategic parts of your personality on simultaneously. Again, you must be curious and always willing to learn especially from those younger than you. You must know that you are creating or strategizing in order to serve specific audiences so keep your ego out of the way.
What were the highs and seeming challenges in your career?
From the moment I was interviewed for a copy writer position to when I became an Executive Creative Director, each day brought new mountains to climb and rivers to bridge. I absolutely loved what I did because no two days were the same and the adrenaline rush more than compensated for the days when the terrain was rough. The roughest times was when many of our clients in a particular sector folded up and we had to rebuild our business while being there for these clients because they had become friends and you don’t abandon friends just because they are down.
There was a time when advertising profession was seen and described as exclusively a Boys’ Club. Do you think it is still so?
To a very large extent, the advertising profession remains a “Boys’ Club.” For one, most CEOs or CMOs of the brands with big, juicy marketing communications budgets are men and frequently men have an unspoken language in common. So, they know how to relate to each other and how to make the money rain. There are other factors like the “After Hours Hangouts” where clients and agency contacts meet and seal partnerships. It is not impossible but it’s very hard for many women to be in those spaces so you find that there is an invisible cap put on you as a woman in advertising.
However, the good news is that the girls are here and they are very visible and growing in number and influence. The better news is that the girls are not going away anytime, soon. There are more female CMOs and Brand Managers in medium and large organizations and there are more female-led advertising agencies. It may take a little time but the landscape is changing for the better.
Did you ever feel discriminated at any point in the profession?
I think everyone experiences some form of discrimination or the other in their place of work. It is not always gender-based though. There were some clients who preferred to relate with my male colleagues and some preferred to relate with me.
What can you say about the Nigerian woman when it comes to her drive, strength of character and sense of purpose in realizing her potentials?
I come from a lineage of women who always got up and did what they had to do. Whether it was my paternal grandmother dealing with three children as a young widow or my maternal grandmother who was a seamstress and applied herself diligently to whatever work she could get to feed and support herself and her children or my mother who was the first qualified female librarian in English speaking West Africa and retired as the Director of Library Services in Cross River State.
I have been surrounded by women with vision, drive, focus and grit. These women molded me into who I became as did my father who always encouraged my sister and I never to limit ourselves. Today, I find that I am in a community of sisters of all ages who are constantly opening doors for each other and helping each other thrive. This oasis of strength and relevance for the Nigerian woman is growing.
Oftentimes, women lose their sense of self to their marriages and in the journey of motherhood. Give me a sense of your thoughts on this.
As women, we all play different roles at each point in our lives. Our life choices and trajectories are not the same so not every woman will choose marriage or motherhood path. However, there is the possibility of getting out of balance whichever role we are playing and this is when our productivity, effectiveness, health and the value we bring can be eroded.
Here are the things that guide me: make a choice, enjoy and experience that choice to its fullest, live in that moment, constantly review your choices and their outcomes, tweak as you go along. Always remember that God created you with your own unique gifts to bless this world. If you lose your way, you may not fulfill that God-given purpose.
Why should a woman care about herself, at all?
There is absolutely no alternative to self–care. It is the biggest gift a woman can give to herself and those she relates with. When a woman cares for herself physically, spiritually, mentally, intellectually, financially and professionally, she brings her optimized self forward. This is true whether the woman serves in the public sector or serves her family as a home maker. She must care for herself because you truly can’t fill other people’s needs when your tank is empty.
And so, in what ways can she reinvest herself and achieve her goals?
She must keep learning new things. She must never let her mind grow fixed and old. She must ask for help. She must be determined to pay the price to get to where you want to go
She should be wise to delay gratification when she is building but be sure to factor in rewards for herself along the way
Remember that you are not called to be every woman. Be yourself.
You sound very inspirational. What would you say that life has taught you?
I have learnt to trust God’s plan and stop trying to help Him. You are fully resourced to be and do all God has purposed for you. Step out and do it. We are human beings…don’t let the doing overwhelm the being.
I have also learnt that in life that fear will come but don’t let it stop you and that your water will always come to you. Don’t do life alone…find and stick with your tribe.
And what does fulfillment mean to you?
Fulfillment means different things to me at different times. The most fundamental source of my fulfillment is walking in God’s will-in faith and obedience, despite my fears and whatever personal disruptions and distractions I’m going through at any point in time. It is also being able to remain productive in all seasons of my life. It also means living in such a way that I can help others reach their peak.
Good health, a positive and helpful circle of friends (including family…but then I have a very fluid, non-traditional definition of family), good food (I love Afang and Pounded Yam although, I can’t eat this every day) and being able to listen to my type of music and have a good laugh every day. Yes…all these add up to fulfillment for me.
How would you advise young ladies seeking to up a career in advertising?
If you feel called into this profession, make sure you have the mindset of aiming for the top. Don’t go in just to blend in-you have to stand out in the best way possible. Take time to know and master your onions. Speak up and speak sensible stuff every time you speak. Don’t ever stop learning and sharing what you learn.
Develop a distinct and compelling personal brand-be so compelling that agencies and clients alike ask for you by name and make sure you deliver on your brand promise. Join relevant national, regional and international professional bodies and make sure you contribute positively to activities and development of those professional bodies. Intentionally make friends at all levels-low, mid and C-Suite levels. More importantly, make friends with women across the board. Go out of your way to widen your circle of female friends, especially within your immediate and wider industry. Be a creative solutions provider as many times as possible. Always take a moonshot and aim for the top in all you do.
