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De vorbă cu Anca Rarău – Managing Partner, Brandocracy

Ce te-a motivat să te înscrii în cadrul acestui proiect?

Îmi place să „cresc” oameni, profesioniști în marketing; am un fel de chemare pentru acest tip de mentorat. Ceea ce lași în urmă, ca profesionist într-un domeniu ca acesta, sunt mai ales oamenii pe care îi inspiri, nu neapărat campaniile pe care le coordonezi, așa cred eu. Pot să spun că sunt vreo 5-6 directori de marketing și foarte mulți seniori pe care „i-am dat” în piață, ca să zic așa, și mă refer la colegi sau mentee pe care i-am avut în echipa mea, în diferite companii sau programe; ei zic că au învățat de la mine și, bineînțeles, și eu învăț mereu de la oamenii cu care lucrez.

Ce părere ai despre această inițiativă a IAA România?

O inițiativă faină a IAA România, un pilon de educație care se cerea în ecuația aceasta: student – învățare – viața de după facultate – profesia (adică ceea ce lucrez, concret).

Ce impact crezi că va avea acest proiect asupra tinerilor?

E un pas foarte important pe care îl vor face, dinspre teoretic, spre practic. Iar studenții cred că își doresc să simtă gustul vieții reale, profesional vorbind. Este un proiect care poate fi numai benefic, pentru că nimic nu e în plus, atunci când înveți ceva nou; mai mult, având acces la profesioniștii din domeniu, multe întrebări își vor găsi răspuns și multe alte întrebări se vor naște în mințile studenților. Și ăsta zic eu că este cel mai mare câștig: să îi învățăm pe studenți să își pună întrebările corecte, adică întrebările care te duc direct la rezultat.

Care sunt informațiile pe care ai vrea să le împărtășești în timpul acestor întâlniri?

Depinde mult de subiectele abordate, de cum vor decurge întâlnirile. Intenția mea este să dau cât mai multe detalii din viața reală, din practică, despre cum să depășești obstacolele, dar și despre care pot fi aceste obstacole. Și, mai mult, aș vrea să îi încurajez să „fure meserie”, să se instruiască mereu și să știe să lucreze în echipă. Cel mai important este să știi cum se te miști într-un anumit mediu, „de unde s-o apuci” – cum se zice, iar chestiunile tehnice și regulile/ indicatorii și toate celelalte secrete de marketing vor putea fi învățate, apoi, ușor.

Ce așteptări ai de la studenții care îți vor fi repartizați? Crezi că sunt pregătiți pentru piața muncii?

Am o singură așteptare: dorința lor de a învăța, de a se dezvolta profesional și uman.

Dacă sunt pregătiți pentru piața muncii vom evalua împreună, important este să își dorească să se pregătească. Este un exercițiu continuu și – din nou – vine cu muncă multă și focus pe învățare. Da, contează și creativitatea, așa cum și energia începutului este foarte importantă. Trebuie să ai multă rezervă de energie, încă de la început, pentru că profesia aceasta vine cu multe provocări, cu suișuri și văi adânci – în care poți să te pierzi dacă nu ai resortul intern să te recalibrezi, vine și cu multe momente de neuitat – cu strălucire și podiumuri, peste care trebuie să treci cu luciditate, să nu te pierzi în efemerul succesului. Este un drum greu, dar mai ales este frumos, și poți spune la un moment dat că nici nu e muncă, atunci când faci totul cu multă pasiune.

Care sunt obiectivele pe care le-ai stabilit pentru acest proiect?

Aș vrea să stabilesc împreună cu studenții, obiectivele. Cred în  lucrul în echipă. În ceea ce mă privește, aș vrea ca numărul și calitatea profesioniștilor în marketing să crească, să avem oameni foarte bine pregătiți. Piața o cere, firmele sunt în căutarea acelui „ceva” care să le ducă mai repede, mai direct spre atingerea obiectivelor de business. Iar acel ceva este strategia de brand, o echipă de marketing care chiar se pricepe, creativi care livrează idei geniale, oameni de comunicare cu spirit și „condei”, specialiști media adevărați.