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1. Tim started to work in advertising because
1) he couldn’t get another job.
2) he had always wanted to.
3) he needed to earn a salary.
2. Tim thinks up his best slogans
1) on his own.
2) when he works with other people.
3) on his way to work.
3. According to Tim a good slogan should
1) make people laugh.
2) sound like natural speech.
3) sound old-fashioned.
4. The thing Tim likes best about his job is
1) the competition
2) the money
3) the creativity.
5. Tim watches advertisements on TV
1) when he is in another country.
2) when he gets home from work.
3) during the working day.
6. Tim wants to set up his own company because
1) he wants to be his own boss.
2) he wants to work on his own.
3) he doesn’t enjoy the work he is doing.
7. Tim agrees that
1) people criticize each other a lot.
2) advertising is a young person’s profession.
3) doing stimulating work stops you getting old.
1 – 3
2 – 1
3 – 2
4 – 3
5 – 1
6 – 1
7 – 3
I: In today’s edition of ‘Working Lunch’ we’re talking to Tim Whitemore, advertising executive for one of London’s top agencies: Bradley and Finch. Was it always your ambition to work in an advertising agency, Tim, or did you have other plans when you finished university?
T: Actually, I started writing poetry when I was a little boy and I even had some of my work published when I was a student. So poetry was my first love, but you can’t expect to survive as a poet – I needed some money! – so I started looking around for something else to do. One of my cousins was working for an agency and he suggested I apply for a job there.
I: It must be very different from the life of a poet.
T: Yes and no. I mean a lot of the writing is actually very like writing poetry but the work environment is completely different. When you are trying to come up with a catchy slogan, everyone shouts out ideas. It’s absolute chaos. Some people like working in a group like that but I’m much better off on my own. The best slogans I’ve written are all things I’ve thought of after work when I’m by myself.
I: What makes a good slogan?
T: It’s hard to say. They need to be short and to have rhythm. Humor is sometimes important too though that depends a lot on the product. But the most important thing is that they need to sound natural. That’s why they sometimes go out of date quite quickly. People change the way they speak and then the slogan sounds old-fashioned.
I: What do you like and dislike most about your work?
T: As I said, writing slogans is similar to writing poetry and that’s the best thing for me. I really like using words in an original way. Unfortunately, it’s a very competitive environment and sometimes there’s quite a lot of jealousy and resentment, especially if you’re successful.
I: Do you compare your work with the advertisements that come out of other agencies?
T: I try not to. In fact while I’m working on a campaign I rarely turn on TV in my house just in case I see a commercial and start to think it’s better than mine. When I go on holiday though I really like to see TV advertising in the country I’m visiting. I find it really fascinating.
I: So do you see yourself working in the advertising industry for the foreseeable future?
T: I’m getting a bit tired of working for someone else so I’d like to have more independence. I’m thinking of getting together with someone at work and setting up our own business. We would probably still do campaigns but we’d also like to get into other things like helping companies prepare all their publications.
I: Don’t you want to get away from the pressure of the advertising industry?
T: A lot of people say that it’s a very stressful job and that you need to get out of it before you turn thirty-five. I disagree. I think being interested in what you do keeps you young even if you do sometimes feel tired or hurt by other people’s criticism. I keep fit by going to a gym two days…
