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digital People Friday's - Shani Tomkins

Blog digital People Last Updated on Wednesday, 13 July 2011

Friday, 18 June 2010

We're very pleased to announce a new addition to our stable of digital Transfer authors; the beautiful and super smart Shani Tomkins Business Manager and Digital Producer at Leo Burnett Sydney Australia.

Enough said we thinks - over to you Shani and great to have you on-board .....

You’d think someone that is rarely shy of an elongated sentence, in your face hyperactive, and full of extensively elaborated opinions, would be able to jot down a few dot points about herself. But strangely, this is not the case. It’s like writers block, but for an overly opinionated extrovert.

I am Shani and I work in Advertising as a frustrated digital producer. A digital producer that wants to be a multimillion dollar earning freelancer that works from home two days a week. Realistic much? Well, in which case this fails, I should start weighing up my options. I could be a creative, but... I can only use paint. I am an excellent copywriter, but... I can’t really spell. In saying this, I know what I am 100% good at and that’s all things digital. It’s just that I want to be a client facing strategic creative digital algorithmic information architect. But... there is no such thing, yet.

Advertising is a game that has been around for a long time. Back in the Mad Men days advertising was all ‘sugar’ coated, typewriter driven and over populated with a sexist bunch of alcohol infused power trippers. Now, it’s a completely different ball game, one that you hate to love.

Over time the advertising industry and the positions within it have changed dramatically and new positions have evolved. Hence why, I’m not yet losing faith in being hired in my newly created digital position, as the digital realm is something that is also constantly growing and evolving.

Digital producers for example can’t just pump out flashing banner ads, convince advertisers to join facebook and offer a new iPhone app at every new pitch. There is a new thought process that needs to be put in place in the initial stage of every creative presentation. One of digital strategy.

A deeper knowledge of the digital world that can provoke siloed creatives to start thinking and considering all of the best suited social and online elements available, and utilise them within a completely integrated campaign. I’m not saying creatives are incapable of coming up with these ideas by themselves, it’s just they are too busy being creative is all.

Creative’s need a digital thought starter, someone with the knowledge of the current market that can provide the best insights, options and solutions pending the product. Someone with knowledge of how things are executed, the timings, resources, and costs involved and the ability to roll it out, optimise it, and track the results seamlessly, all whilst allowing them to think it was their own original idea.

It’s not just a link in the creative process that I’m just dreaming there should be, but one that will be. I’m just telling you before my newly created position is implemented throughout every advertising agency worldwide. Yes, I can magically see into the digital future via that constantly evolving entity I love most, the internet. I’m not afraid to tell it how it is, and I’m sure as hell not going to sugar coat the truth, sweat sherbet and try to convince you that my arm pits smell like purple. This is 2010 people and if you don’t keep up with the times, you will be left behind in a prehistoric land of dead trees, empty printer cartridges and nothing but the echoing of a fax machines error tone.

Written by Shani Tomkins