Answer this question with a conclusion from marketing studies, or answer with an example from your direct experience. You can talk about colors, shapes, packaging materials, and other appearance-based elements that sway consumer decisions about products.
Avoid an abstract example; the preferred response will involve something tangible that influences consumers after interacting with products by seeing, hearing, or touching.
Abbott Mead Vickers BBDO Interview Questions
What is an example of a small detail that can make a big difference in marketing?
Answer this question with a conclusion from marketing studies, or answer with an example from your direct experience. You can talk about colors, shapes, packaging materials, and other appearance-based elements that sway consumer decisions about products.
"One small detail that makes a difference when marketing a product is color. Whether it's through online advertising or the packaging it comes in, it plays a large part in helping customers get the essence of the product before they try it. For example, if a company is marketing grape soda, I would advise them to make the packaging a shade of purple that is commonly associated with grapes. If the grape soda comes in an orange package, this will repel grade soda lovers. First of all, they may not even notice the grape soda in the orange package since grape soda is seldom if never, associated with the color orange. Next, if they notice the grape soda in the orange package, they may suspect it won't taste like grape. They'll likely err on the side of caution and pass on the product. This example is one of how something small is a big deal and can be the difference between product selling or being ignored."
"Some studies show that attention to aesthetic detail can change the experience that a customer believes they'll have with a product. There was once a study where the same hand lotion was given out as free samples on two different websites without any mention of its brand or quality. It was of mid-grade quality and packaged in a simple white and black tube. One website was designed elegantly for luxury shoppers, and the other, as a closeout site for discount shoppers. When surveyed on the samples, customers that received the sample from the luxury site described its packaging as modern with clean lines, and they reported the product itself was light and refreshing. By contrast, customers that received the sample from the discount site reported that the packaging looked dull and that the product itself was watery. This A/B test was proof that the websites' appearances had a lasting influence on the customers' perceptions and whether they believed that they'd received a high-quality or sub-par product."
What do you find to be the most difficult aspect when helping clients build their marketing strategies?
As a hired creative, there may be challenges you face when undertaking the task of building a client's marketing strategy. Being external to the company gives you a fresh, unbiased perspective on the current situation, but there is much to learn to help you execute your task effectively. Abbott Mead Vickers is looking for someone who can learn about its clients' situations thoroughly and efficiently.
Talk about the most challenging aspect you encountered while serving as an outside marketing strategy consultant and how you dealt with it. If you have never had the role of an external creative, refer to your internal marketing strategy work experience and the challenges you may have faced. The hiring managers at AMV want to know you will be ready to face any difficulties that may arise from their clients' projects.
"Working as an external creative, it is usually a challenge to gather information and data to begin the strategy building process. However, I find the most challenging aspect is learning the culture of the client's company. I think learning culture is an important aspect of the process as it affects the overall marketing strategy and goals for the company. Learning the company culture has helped me more effectively communicate with the key players in the strategy building process."
"Although I have not worked as an external marketing consultant, my work experience has included direct involvement with marketing strategies. Having been involved with most phases of the strategy building process, I find the most challenging task to be putting the puzzle pieces together - taking the information and creating a story about where the company is at from a marketing perspective and what needs to be done to reach its goals. However, each client project has given me valuable experience that I will bring to AMV."
What are your favorite design tools right now?
The interviewer wants to know the tools you bring experience in, and the ones that you enjoy using the most. Take a look at the Abbott Mead Vickers' job posting to see if you can locate any information on the tools and resources you will be using on the job. If you have experience with these or a similar program, be sure to mention it.
"My favorite design tools at the moment include Typeform for customer-facing forms such as surveys, questionnaires, and other interactive marketing activities. I also find myself using Cleanmock quite often, for showcasing great design mockups. I see that AMV uses many Adobe products and InDesign, which I am also very well versed with."
"I was pleased to see that Abbott Mead Vickers uses design tools such as Adobe Illustrator CC and Sketch for Mac. These tools are ones I am an expert user in, leaning on them nearly every day in my current job."
In your opinion, what are the most significant factors to a successful brand design?
The interviewer would like to know that your approach to brand design aligns well with the method used at Abbott Mead Vickers. Your answer could include your thoughts on proper audience targeting, consistency, or having a clear brand objective. Be clear about what you think are the essential components of successful brand design.
"I believe the most significant factor to a successful brand design first has a targeted audience. In my opinion, most of the brands' success is only possible because of customer engagement. For that reason, it's essential that a brand speaks directly to the customers it wants to acquire."
"I look at three main factors when it comes to brand design success. One, a brand that allows for consistent messaging across multiple channels and platforms. Two, an incredible and memorable brand slogan and three, a brand story that emits value and trust."
What would you say are your biggest influences, or sources of inspiration when it comes to design?
Inspiration is everywhere, and Abbott Mead Vickers would like to know what sources of inspiration you draw from when working on a brand design project. Talk about what motivates you, and gets your creative juices flowing. Perhaps it's a particular kind of music, working outdoors, travel, or even going to an art gallery. Whatever your response, be sure to allow your passion for design to shine through.
"I find inspiration in everyday brands and how they contribute to people's lives. I am fascinated by happy and positive brands and what makes them tick. I often find myself dissecting the meaning behind a particular feeling or emotion that other brands emit."
"My best work comes when I don't focus so much on a perfect outcome, but rather allow myself to play around with different mediums in different environments. I like to paint in the park, for instance, or hang out at an art gallery, listening to how people interpret what they see. I also like to play around with technology, seeing what I can create in my design programs without the pressure of staying inside of a box."
Research is an integral part of the brand development process. What is your analytical experience as it relates to brands?
Abbott Mead Vickers is looking for candidates with some level of brand analytical experience. Your experience may be related to any phase of the process, as long as it is relevant to brand development or brand evaluation.
Some areas brand analytics come in to play is in identifying target audiences, developing creative, and selecting channels. These are examples, and your brand analytics experience may include other areas.
"I am excited about the possible opportunity to put my brand analytical skills to use to meet the brand development needs of AMV's clients. My previous projects have allowed me to gain extensive experience in evaluating and monitoring clients' brands. Through my analyses, I have been able to identify opportunities for clients to improve their brand positions. My brand analytical experience helps me identify what measures need to be looked at to make careful brand development decisions."
"As an active team member on a brand development team, I was tasked with making recommendations on target customers and providing analytics to support them. While working towards developing my recommendations, I learned the importance of telling a story through the analyses. The ability to look at the numbers and build a story is an important skill to have in the brand development process as it can help AMV's clients make the necessary strategic brand decisions."
We help clients plan marketing strategies from start to finish. What do you believe are the critical stages of creating and implementing plans in digital strategy to ensure their success?
Based on your experience, describe the different phases of digital marketing planning that need to take place from start to finish.
Avoid elaborating too much on each phase because it will make your answer too long. You want to make your answer sound more conversational and less like you're reading a list. Answer each phase with just a couple of words, or one sentence each. Lastly, finish your response with a brief description of which step is most important for your project to have success.
"The stages of planning in a digital strategy include goal-setting to ensure your plan aligns the business objectives, assessment, market research, budgetary, and timeline planning. These stages are the foundation, and once your plan is in action, you will test and analyze results to make changes as needed. This stage is your monitoring stage, and it will be ongoing to ensure the meeting of goals. I believe the first step, assessing business objectives, to be the most important."
"When creating a digital marketing plan, I always start by defining goals. What are the plans for reaching them, and how do they fit into the business as a whole? Next, audience research and planning takes place. This data drives decisions on advertising channels, content, and user experience plans. Market testing to see how the audience interacts with apps and ads typically will move me into the next phase of finalizing the plan, scheduling benchmarks, etc. Once it's in place, the last steps are to measure and analyze results."
Abbott Mead Vickers creates and executes marketing plans, but they are only useful if the products and services are relevant in the marketplace. What role does marketing play in ensuring that companies' offerings meet current consumer demands?
To answer correctly, think of what so much of marketing is rooted around, to begin with - getting to know the audience or consumers' needs. All of the research and data put together to understand an audience is telling of what marketplace demands are, and this data should be used to support other areas of your business to meet consumer demands.
Your answer will show how well you understand the importance of cross-functional cooperation. You can also provide examples of other departments or areas of business that a marketing group's research and findings can support indirectly.
"In many cases, a marketing team is engaged during conception stages of a business or product and continues to provide feedback after its launch and during update phases. This approach is because much of the data from the consumer is often collected and analyzed by the marketing team whose job it is to understand and reach them. They have insight from third-party sources, consumer surveys, data from their campaigns, etc. Providing this as structured feedback to their counterparts in other departments like product development, sales, and others, the marketing team can help continually tweak offerings to ensure they are as relevant to the market as possible."
"As the marketing department conducts research for its own purposes, it gains exposure to a multitude of consumer opinions within the marketplace. As they break this data down, they can provide helpful insight into other groups in their organization that have control of making adjustments to the products and services where it would be most helpful according to their findings. One example is when a marketing team found that inbound prospects had come to the company after using a competitor and were seeking better options because the competitor's service was slow and unreliable, they partnered with their own company's customer service department to ensure theirs would be faster and more reliable by comparison. After gaining commitment from the customer service team, they were able to advertise a superior, guaranteed response time. By doing this, they met market demand and gained market share in their segment."
Helping clients with their brand strategy is one of the first phases of brand development. How can your experience with brand strategies be of value when working with Abbott Mead Vickers' clients?
Ensuring a client has a strong brand strategy is one of the first steps in successfully helping it develop its brand. Therefore, it is essential to AMV that its team members have experience in this area.
As you respond to this question, talk about what role you took while working on brand strategies in previous positions. Specifically, address how you can bring value to Abbott Mead Vickers' client relationships concerning your experience with brand strategies.
"My previous positions have allowed me to work on brand strategy teams. My main role in these teams was providing analytical support for the strategic decisions made. In doing so, I was able to work with and learn from my teammates and also learn about the strategy building process. I am confident my experience gives me valuable perspectives on the process, which can help the strategy building phase for AMV's clients to run more smoothly. Also, my strong analytical viewpoint gives me a great foundation on which to make strategic decisions."
"I had the fortunate opportunity to participate in a brand strategy team in a creative capacity. My role was to give input on how the company's brand was to be represented in advertisements and on social media. An important lesson I learned as part of this team is that members' roles are dependent on one another. It is important to understand the contribution everyone is making so you can better accomplish your tasks. I believe my ability to understand the various roles of a strategy team will help AMV's clients work more productively and efficiently."
If you could only pick one area of focus to build on and connect with a target audience, what would it be, and why?
Your answer will likely not be considered right or wrong, but it will give your interviewer insight on your thought process, how you connect with an audience, and your decision-making abilities. Answer candidly and try to resonate with facts or data.
"While I think that a brand's strategy is usually successful due to its various moving parts, I have seen that emphasizing values is an essential part of building a strong connection with the target customer. When surveying customers of a company whose value proposition was being the most reliable in their industry, I learned they chose this brand over others because they believed they could rely on them no matter the time of day or night. This research made me understand that the value of reliability struck a huge chord with the audience, so I planned a successful ad campaign that showed its employees serving customers overnight, on weekends, and holidays. If I were only allowed to chose one area of focus to boost branding, the value would be it due to this experience."
"Studies show that the most impact made on an audience is at the emotional level. If your audience feels that you understand their hopes and dreams, they'll also believe that you're well suited to help achieve them. Almost 48% of consumers say that they rely on companies they trust for guidance on products and services that will help them. So, if I could only focus on one area of building a brand's identity, I'd choose to build a connection with the audience by demonstrating our knowledge of their wants and needs and how we can help to attain them."
What has been the best short-form content project you have worked on this year?
The interviewer would like to have more information on the project in which you are most proud. If you have a digital portfolio with you, this is a great tool to use when describing the best short-form content project you have worked on this year.
"I genuinely enjoy working on both long and short-form content projects; however, I do find short-form digital content to be especially thrilling to create. A favorite short-form project that I worked on this year was a series of educational shorts for a children's channel with which I collaborated. It was important to me that the messaging be clear while also being fun and educational. Mission accomplished, as the series received more shares, comments, and downloads than any other we have released in the past five years."
"This year I was part of a team that created a series of interactive landing pages for an upcoming film we were marketing. To include interactive elements such as reveal marketing, contests, and gamification, we grew engagement exponentially. I would love to show you more from my portfolio, which I prepared for you."
Abbott Mead Vickers enhances their clients' brand identities by creating designs that will leave an impression in their audience's mind. Can you describe how you've have helped a client to connect with their audience using their visual identity?
Your interviewer may ask this question to find out what experience you have with helping to build on a brand's appearance in a way that will appeal to their buyer persona. You can answer by describing design conception and testing for various forms of content, such as logos, etc.
It's not necessary to discuss actual design steps or tools to answer, but you do want to consider understanding the customer's identity goals and their audience as part of the planning and execution process.
"I recently worked with a client that wanted to revive their brand's visual appeal. I developed a good feel for the brand through many conversations, interactions with the product, and even their audience. As an account manager, my job was to help translate that feeling into words. I liaised between the client and the graphic design team to create a logo, color scheme, and overall concept for the website, social media accounts, and collateral. Everything had to be consistent - our goal was for the audience to recognize instantly, even subconsciously when they came into contact with the brand's materials. I helped the client to involve other departments of their organization and their audience through testing and polls. The engagement and backing of the many people associated with the brand made this facelift a success, and once final changes were rolled out, they were embraced by most."
"I am often tasked with coordinating visual branding projects in my current position. To make these projects successful, I ensure that all materials and communications related to the project are delivered to the right parties and stored properly for future reference. While handling the project's administrative tasks, I'm essentially a second set of eyes to the designers and project managers. I speak up if I see something missing or not quite right, I help with reporting on information that's needed, scheduling conferences, ensuring we meet deadlines."
AMV believes that for visitors to have an enjoyable experience on a website or an app, its functions and formatting should be human-centric. How does this tie into the big picture when it comes to digital strategy?
Your answer to this question will help the interviewer see into your philosophy behind user experience, its impact, and the importance in digital strategy. First, tell the interviewer how your beliefs in user experience align with the companies digital strategy. Then explain exactly how it complements other areas of the strategy as well as the direct impact it makes.
"The experience on a company's digital platforms needs to be human-centric and designed to fit in with the customer's needs. I know this from experience because I've seen campaigns where a company placed a lot of focus on collateral or different kinds of content, but when the customers made it to the website, whether because it was unattractive or they couldn't figure out how to use it, they quickly lost interest. When sufficient thought does not go into matching the target audience's preferences to a digital platform's functionality and feel, it can contradict all other messaging and branding that's been convincing until this point. They lose trust or become confused, and this causes them not to go to the next step. In this situation, the final result for the company is negative, and they suffer a loss in sales."
"Website and app experiences designed with customers in mind are an essential part of digital strategy. The online platform may be the first or only place where the customer gathers an impression of a company, then decides whether or not to make a purchase. When user experience is well-planned, the website or app can become a place of comfort for the customer and allows them to feel connected with the brand. It also makes decisions easy for the customer. Being able to intuitively navigate a site to learn about product details and pricing, for example, or seamlessly follow calls to action and complete purchases lowers the resistance and pushes sales to the finish line. Finally, the positive experience creates new opportunities because happy customers often return and refer others."
Abbott Mead Vickers helps companies to build brand identities that accurately represent their core values while creating a lasting connection with their target audience. In your opinion, what is the best way to build a brand across digital platforms?
When asking this question, the interviewer wants to hear about your knowledge of digital loyalty branding from a generalized perspective, and about the possible experience you have in this area. You can speak to today's standard methods and provide your opinions on them supported by market research or past professional projects.
Avoid diverting into specific aspects of branding that are not directly related to the question. When speaking of a connection with the audience, you should refer to the emotions a brand evokes and the resulting relationship to their audience.
"While researching online brand loyalty campaigns in the past, I've found the first place to start is by studying the audience and their preferences. Once I've learned these, I need to concentrate on advertising efforts where they spend most of their time online in their preferred formats. Next, relatable messaging raises their awareness and interest in the brand. For example, if I wanted to promote a new video game to the tween demographic, I wouldn't try to reach on lifestyle blogs or traditional TV. Studies show that this demographic, 10-13-year-olds that love video games spend a large amount of time on YouTube, SnapChat, and newer video and photograph sharing platforms that are emerging. In my opinion, finding the audience across various platforms where they already feel most comfortable is the best way to stay in front of them, generate and hold their interest."
"In my opinion, the best approach to digital branding campaigns online is setting the foundation of what our brand truly is. What is the heart of what we do and what is our message? Next, we must ask who is moved by our message, or who is our audience? What platforms and apps do they use and hang out in, online? What motivates them, and how do they make decisions? All of the answers to these questions will allow us to build a strategy to catch their interest in our brand. To retain this interest and build loyalty, I've experienced that it's effective to take cues from campaigns that have already made an impact on our audience, while testing new designs, copy, promotions, etc. that are consistent with the feel of our brand, but we also need to keep things from getting stagnant, excite, and delight. Long-term consistency in our messaging and targeting to meet our audiences' expectations over a long period to build trust is crucial."
What types of marketing videos have you found to be effective in strategies you have worked on?
This question allows you to share your knowledge of various video types used in marketing strategies. Abbott Mead Vickers is looking for those candidates who have experience using video strategies to achieve different marketing goals such as brand awareness, new product introduction, and conversion.
In your response, talk about a couple of different types of videos utilized in strategies you have worked on for your clients. Examples may include Brand, Demo, Educational, and Event videos. Also, mention the purpose of the video and why it was effective.
"In my years of experience working with clients on their marketing strategies, videos have become an integral component. I build video strategies based on the company's current situation and the product or service offered. For example, Demo videos are effective for companies that offer a product that requires some guidance to use. For a younger company, I have created Brand video strategies to build awareness around the company and the products or services it offers."
"Videos play an effective role in many marketing strategies. For one particular client, I created a video strategy for a new product introduction. I chose to use a user testimonial video to attract potential customers. For another client, I used an expert interview video to answer commonly asked questions about its product line. This video increased viewers confidence in the product and was able to generate more sales for my client."
When have you led a team in creating a new digital strategy campaign for your company or a client? What was the outcome?
Abbott Mead Vickers helps companies to establish an essential aspect of their overall marketing strategy: positioning. How have you helped with a company's positioning strategy in the past?
How do you learn and grow when it comes to branding, design, and marketing?
Talk about your experience building or contributing to marketing strategies. What was your specific role, and how did it fit into the overall strategy?
What is an example of a market segment you've worked on in the past and how did it help the campaign you were working on?
An essential first step to the marketing strategy building process is conducting a market assessment centered around the Customer, Company, and Competitor. Of these three, which do you feel you are most confident at assessing?
Abbott Mead Vickers strongly believes in continuously evaluating video marketing strategies. What measures do you find to be the most important to consider when assessing video strategies?
Why has video marketing become a valuable part of many clients' marketing strategies?
Describe a time when a video marketing strategy you worked on was not as successful as you hoped. What lessons did you learn from the experience?
Abbott Mead Vickers works with clients on their content marketing strategy, which is an essential aspect of brand development. What role does content marketing play in developing brands?
In the early stages of strategy building, it is essential to evaluate a client's business both internally and externally. When working on marketing strategies for AMV's clients, what initial steps would you take to do this, thoroughly?
Have you ever managed or helped with a content budget? If so, what type of budgets are you accustomed to working with?
What should an agency not do when working through the naming and slogan creation process?
What methods do you use, to work within a brand's voice consistently?
What do you believe is the most significant upcoming trend in brand design?