For many people entering the advertising industry, the reality of agency life can be very different from the idealised version seen from the outside.
But for young media planner Zeti Izuren, the transition from student to agency professional has been less about disappointment and more about discovery.
“When I first started my internship, it was very daunting,” she confesses. “But they trusted me enough to let me take on very daunting tasks — assisting during client pitches and reporting numbers to clients.”
Along the way, mistakes inevitably became part of the learning process.
“Definitely along the way I’ve had things that I shouldn’t have said or should have worded better,” she admits. “But I think that’s the way you improve yourself — to put yourself out there and learn from your mistakes.”
Now two months into her professional career, Zeti is also observing the rapid rise of artificial intelligence in advertising production. While AI-generated content is becoming more common, she believes human creativity will remain essential.
“Hopefully it will never be fully AI-driven. Advertising will always be human,” she says.
Listen to her story on The NexGen Show, a podcast hosted by Malaysian advertising veteran Prof. Harmandar Singh that shines the spotlight on rising talent in advertising, marketing, and media.
New episodes every Sunday, 7PM on Spotify, Apple Podcasts, and YouTube.
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