Sagnik Gupta, an esteemed alumnus of Apeejay Institute of Mass Communication (AIMC), whose journey from college corridors to the dynamic realm of Account Planning is an inspiring tale of growth and determination. With a blend of confusion and eagerness, Sagnik’s college life at AIMC led him to a path he had never envisioned, and today, he stands as a shining example of how education and mentorship can shape remarkable careers.
Read excerpts from the interview:
Can you tell us about your journey from being an alumnus of Apeejay Institute of Mass Communication to becoming an Account Planner?
My journey as a student from Apeejay Institute of Mass Communication to becoming an Account Planner was a mix of confusion and the realisation that my college life was coming to an end. When I initially joined Apeejay, I had a basic set of goals, but as I delved deeper into my studies, I learned so much that my original goals seemed distant. It was my professors who believed in me more than I believed in myself. Their guidance and encouragement led me to explore the role of an Account Planner, which intrigued me as I learned more about it. One of my professors, Dr. Pijush, emphasised that the advertising world is not just about creativity and client persuasion, but also about thorough research, analysis, and groundwork. Those words stuck with me and shaped my educational journey.
How do you approach the process of gaining insights into the target audience and aligning them with the client’s objectives?
In the beginning, I was somewhat lost in the intricate workings of account planning. However, having an exceptional mentor by my side was a turning point. My mentor pushed me to take charge of my learning journey and understand how strategies are developed through critical thinking and positioning. To gain insights into the target audience and align them with client objectives, I immersed myself in reading books on planning strategies. I believe a solid foundation is key to building brand pillars. It’s not about the brand’s size but how expansive our thinking can be for their success.
How do you ensure effective communication and collaboration with clients to deliver successful campaigns?
Communication has been an integral part of my journey, rooted in my education in mass communication. Understanding clients’ needs begins with knowing them inside out. Before even engaging in discussions, thorough research and homework are essential. Observing my mentor’s interactions with clients has been invaluable. Effective communication goes beyond words; it’s about listening, understanding, and empathising. My educational background has equipped me with communication skills that enable me to establish a strong rapport with clients.
How do you stay ahead of the curve in terms of market trends and consumer behaviour to develop innovative and relevant strategies for your clients?
The ever-evolving nature of the advertising industry demands constant vigilance. To stay ahead, I keep a close watch on competitors. The quote, “Keep your friends close, and your enemies closer,” encapsulates the planner’s mindset. Regularly updating my knowledge and learning from industry trends keeps me sharp and adaptable, allowing me to craft innovative and relevant strategies.
How your education and experiences at the institute have contributed to your success as an Account Planner?
My journey from Apeejay to Account Planning is deeply intertwined with the valuable education and experiences I gained at the institute. Although I initially had no insight into the complexities of successful campaigns, my patience and dedicated professors guided me through every step. Their unwavering support, even for a backbencher like me, fostered a sense of confidence and determination. Looking back, I am proud of my decision to join Apeejay. It’s a mix of emotions, and I will always cherish the memories and skills I gained.
What advice would you give to aspiring professionals interested in pursuing a career in account planning?
“Learn, unlearn” would be my fundamental advice. Account planning requires in-depth analysis, strategic thinking, and relentless determination. Media planners are the architects of campaigns, and their sleepless nights and rigorous efforts lead to successful strategies. A strong foundation in data-driven analysis, critical thinking, and a thirst for constant improvement is essential for success. And never underestimate the power of coffee—it’s the planner’s magic potion.
Your memories of Apeejay Institute of Mass Communication
Reflecting on my time at AIMC brings a flood of memories. It was a fantastic journey that introduced me to amazing people. The college experience was filled with laughter, camaraderie, and growth. I may not have been a table tennis pro initially, but the relentless practice in the games room turned me into a skilled player. Apeejay will forever hold a special place in my heart, and the memories I made there will remain a cherished part of my life. From study sessions to the canteen’s espresso shots, it’s a chapter I won’t forget.