Alex Pejcic - Sonic Boom

Name: Alex Pejcic
Company: Sonic Boom Creative Media
a.pejcic@sonicboom.com

Alex Pejcic is the Vice President at Sonic Boom and also one of the company's founders. He told about how Sonic Boom began out of a basement as a web design company. Eventually, Sonic Boom was acquired by a PR firm, and Alex describes this as being a boon to the company; he says that they have a different perspective than most advertising agencies and have the ability to take social media to another level. Sonic Boom has a huge list of clients, from RIM to HomeSense to the City of Hamilton, as well as some advertising agencies.

Alex had a lot of interesting things to say concerning the relationships between advertising and social media. For instance, in order to describe the differences between marketing, advertising, branding and PR, Alex used the following graphic:
Marketing: a one-way dialogue from a company to an audience
Advertising: who can yell the loudest and the most often, wins
Branding: the marketing and advertising at work
Public Relations: all three of the above and more, speaking to the influencers

Alex gave us a lot of advice regarding our job searches next year. He first told us to keep in mind that we have options - we can try and get a full-time job, or we can do freelance work. He also described to us the different roles and disciplines at Sonic Boom. The idea that stuck with me was that creatives aren't the people who drive campaigns - it's the strategists. Alex explained that strategy is the driving force and creatives need to understand and synthesize the strategy in their designs.

More advice from Alex:

What do I need to know:

1. The meaning and role of a brand
- The company's DNA
- It's more than a logo

2. Marketing basics
- Direct and mass marketing

3. Latest trends and technologies
- Social design
- The business purposes behind them
- Some examples of who to follow: Mashable and Digital Buzz Blog

What I should possess:

1. Proven skills in your discipline

2. Strong portfolio

3. References

4. Positive attitude
- be ready to pay your dues

5. Willingness to learn
- you don't know it all

6. Passion
- be sure to research the company

How to get noticed:

1. Join interactive media groups
- Virtual groups
- Conferences like Flash in the Can
- Get to know people

2. Submit your portfolio to online communities

3. Create your own online space
- e.g. blogging

4. Ask for advice and interviews
- Have an open mind and a thick skin

5. Take opportunities as they come

6. No ego
- Don't be an idiot
- Always pay your dues

Lastly, Alex reminded us that working in advertising is not a 9 - 5 industry and that it's fun but also hard work. He was also adamant that we understood that wherever we end up, we need to pay our dues. He told us that jumping from shop to shop every 6 months doesn't look good and also doesn't give you a chance to learn and show progression. He said that for him, it's about your head, heart and hands - essentially, show your smarts, your passion and your talent and you can be successful.