"Advertising is disposable"
Anita Kopp, junior AD at Freiburghaus and Banderini, Bern, has a sober relationship with advertising
Anita Kopp, junior AD at Freiburghaus und Banderini, Bern, has a sober relationship with advertisingBy Anita VaucherAnita Kopp always thinks carefully about what she says and avoids putting her foot in her mouth when dealing with people. The young woman is ambitious in a pleasant way and always strives to learn something new in order to do her best professionally and to be satisfied with herself.
Ambition is not a dirty word for junior AD Anita Kopp. Demanding everything of herself, never giving in and never lulling herself into complacency - these are the qualities that characterize her daily routine. It's possible that her colleagues at work sometimes find this a bit troublesome, Anita Kopp muses. As an ambitious person, you tend to be a loner and risk overtaxing your colleagues, the 26-year-old suspects. However, disputes must always be about the matter at hand. Nevertheless, she appreciates working in a team and needs the exchange of ideas.
During her apprenticeship as a typeface and advertising designer, Anita Kopp also attended a vocational school for design. This brought her a good deal closer to her dream job as a graphic designer. She had already enjoyed drawing as a child, and at the age of fourteen, Anita Kopp knew that she wanted to pursue a career in design. Looking back, she considers the two courses she took to become a sign painter and graphic designer to have been very valuable. They gave her a lot of practical everyday experience and also shaped her for her future career, says Anita Kopp.
In the advertisement that finally led her to Freiburghaus and Banderini, she was particularly attracted by the job title of concept designer/ AD. She said to herself right away that she could definitely learn something there. And after a little more than a year at the Bernese advertising agency, she sees her expectations for this job more than confirmed. Anita Kopp is convinced that at Freiburghaus and Banderini, everyone who really wants to get ahead gets a chance. She likes her job, which brings her something new and unexpected every day. This also corresponds to her desire never to fall into routine at work and to always be challenged anew.
Every now and then, the AD also treats herself to some time off
In her day, Anita Kopp had to work meticulously as a typeface painter. Today, as an AD, she is fussy in a different way, the 26-year-old says with a laugh. She thinks mainly about how she wants to achieve her career milestones. When she's working on a project, she sometimes forgets to look at the clock.
The fact that work in which she has invested her heart and soul disappears into oblivion after a few weeks does not bother the AD woman. Anyone who can't come to terms with the fact that advertising is a disposable product is in the wrong profession, she is sure. For Anita Kopp, it is also important not to be pressured into doing something that cannot be done out of personal conviction.
It's not easy to take a step back, especially in hectic phases, but it's important to maintain a healthy distance from work. Sometimes Anita Kopp goes to a museum to distract herself.
Switching off after work is an impossibility for the young woman. Anita Kopp is convinced that the advertising profession is hardly suitable for drawing a line under the daily work routine after office hours. Advertising is omnipresent in the streets, and she is constantly reminded of her work by the presence of advertising, especially on posters, she notes.
This also gives her the opportunity to see advertising from the consumer's point of view, which in turn provides food for thought for her own work. For her, it only gets tedious when the work follows her into her dreams because "the worm is in it" or she otherwise can't solve a button.
No desire for rheumatism blankets and Black Forest trips
The advertiser Anita Kopp has attached an advertising sticker to her mailbox. She has nothing to do with the advertising that flutters through the mailbox. There are hardly any highlights of advertising work, she defends her sticker. And special offers from discounters or Black Forest trips with rheumatism blankets as a loss leader are just not her thing.
Advertising should stimulate thought and must trigger positive feelings in the viewer and surprise him with an unusual point of view. Kopp is convinced that pseudo-funny advertising or so-called "knee-slapper" ads, which also try to take the consumer for a fool, ultimately damage the industry itself. She'd rather watch a Cannes reel and regrets that her employer doesn't make TV commercials more often.
Although she feels she can fully live out her creativity with her current job, a freelance job would be a challenge for her. She would be particularly attracted to the different working environments of the various employers, with advertising strategies that could range from strongly conservative to overstretched, she dreams to herself.
She would certainly have no problem with self-imposed personal barriers that would prevent her from promoting a certain cause. She shows herself to be tolerant. But then Anita Kopp quickly comes back down to earth. "I have very high expectations of myself, and that's why I want to accumulate my backpack of knowledge at the moment before I plunge into the adventure of self-employment." Incidentally, her goal was never to be self-employed at the age of 22.
Ambition is not a dirty word for junior AD Anita Kopp. Demanding everything of herself, never giving in and never lulling herself into complacency - these are the qualities that characterize her daily routine. It's possible that her colleagues at work sometimes find this a bit troublesome, Anita Kopp muses. As an ambitious person, you tend to be a loner and risk overtaxing your colleagues, the 26-year-old suspects. However, disputes must always be about the matter at hand. Nevertheless, she appreciates working in a team and needs the exchange of ideas.
During her apprenticeship as a typeface and advertising designer, Anita Kopp also attended a vocational school for design. This brought her a good deal closer to her dream job as a graphic designer. She had already enjoyed drawing as a child, and at the age of fourteen, Anita Kopp knew that she wanted to pursue a career in design. Looking back, she considers the two courses she took to become a sign painter and graphic designer to have been very valuable. They gave her a lot of practical everyday experience and also shaped her for her future career, says Anita Kopp.
In the advertisement that finally led her to Freiburghaus and Banderini, she was particularly attracted by the job title of concept designer/ AD. She said to herself right away that she could definitely learn something there. And after a little more than a year at the Bernese advertising agency, she sees her expectations for this job more than confirmed. Anita Kopp is convinced that at Freiburghaus and Banderini, everyone who really wants to get ahead gets a chance. She likes her job, which brings her something new and unexpected every day. This also corresponds to her desire never to fall into routine at work and to always be challenged anew.
Every now and then, the AD also treats herself to some time off
In her day, Anita Kopp had to work meticulously as a typeface painter. Today, as an AD, she is fussy in a different way, the 26-year-old says with a laugh. She thinks mainly about how she wants to achieve her career milestones. When she's working on a project, she sometimes forgets to look at the clock.
The fact that work in which she has invested her heart and soul disappears into oblivion after a few weeks does not bother the AD woman. Anyone who can't come to terms with the fact that advertising is a disposable product is in the wrong profession, she is sure. For Anita Kopp, it is also important not to be pressured into doing something that cannot be done out of personal conviction.
It's not easy to take a step back, especially in hectic phases, but it's important to maintain a healthy distance from work. Sometimes Anita Kopp goes to a museum to distract herself.
Switching off after work is an impossibility for the young woman. Anita Kopp is convinced that the advertising profession is hardly suitable for drawing a line under the daily work routine after office hours. Advertising is omnipresent in the streets, and she is constantly reminded of her work by the presence of advertising, especially on posters, she notes.
This also gives her the opportunity to see advertising from the consumer's point of view, which in turn provides food for thought for her own work. For her, it only gets tedious when the work follows her into her dreams because "the worm is in it" or she otherwise can't solve a button.
No desire for rheumatism blankets and Black Forest trips
The advertiser Anita Kopp has attached an advertising sticker to her mailbox. She has nothing to do with the advertising that flutters through the mailbox. There are hardly any highlights of advertising work, she defends her sticker. And special offers from discounters or Black Forest trips with rheumatism blankets as a loss leader are just not her thing.
Advertising should stimulate thought and must trigger positive feelings in the viewer and surprise him with an unusual point of view. Kopp is convinced that pseudo-funny advertising or so-called "knee-slapper" ads, which also try to take the consumer for a fool, ultimately damage the industry itself. She'd rather watch a Cannes reel and regrets that her employer doesn't make TV commercials more often.
Although she feels she can fully live out her creativity with her current job, a freelance job would be a challenge for her. She would be particularly attracted to the different working environments of the various employers, with advertising strategies that could range from strongly conservative to overstretched, she dreams to herself.
She would certainly have no problem with self-imposed personal barriers that would prevent her from promoting a certain cause. She shows herself to be tolerant. But then Anita Kopp quickly comes back down to earth. "I have very high expectations of myself, and that's why I want to accumulate my backpack of knowledge at the moment before I plunge into the adventure of self-employment." Incidentally, her goal was never to be self-employed at the age of 22.
