After several years in the industry, advertising jargon has become a big part of Brevo’s culture and day-to-day work environment. To help creatives who are new to the game, we’ve come up with a breakdown of some of the most used words, acronyms, and phrases in Creative Marketing. Read more below!
A short and sweet expression of approval, G2G means your work is “good to go!”
“Let me know if these are G2G!”
A “Key Visual” or graphic that contains artistic elements and treatment that should be used repeatedly and consistently across brand or campaign materials.
“You may add KV options 1 and 2 to the client presentation.”
Advertising aimed at a wide audience. Think: radio, billboards, TV, magazines.
“So what will the ATL deliverables be?”
Advertising aimed at a small, targeted audience. Think: email, direct mail, brochures, flyers.
“They want us to focus on BTL executions for this campaign.”
Typically a one-line directive, a CTA or “Call to action” urges viewers, readers, or listeners to fulfill a specific action: shop now, click here, read more, etc.
“Minor revision: kindly change the CTA to Shop Now!”
A standalone web page that people “land on” after clicking an ad, so they can act upon an ad’s CTA or proposition.
“Our ad’s landing page is the brand’s e-commerce website.”
Together, UI and UX outline a user’s interaction with and overall experience of a website, app, or software. UI refers to “User Interface” while UX means “User Experience.
“Have we conducted UI testing yet? We launch tomorrow.”
A USP or “Unique Selling Proposition” is a product or service’s distinguishing benefit that drives buyers to choose it over competitor brands and offerings.
“Volvo’s primary USP is they’re the safest cars in the market.”
The various media used to support a marketing campaign, from digital adverts to printed material. Marketing collateral collectively promotes specific products, services, or brand messaging.
“Let’s start putting together collaterals for the upcoming pitch.”
A common or recurring problem that target customers are facing in their respective customer journeys, and that advertising professionals try to solve!
“Have you identified the target market’s pain points in their everyday lives?”
Images, videos, text, or audio posted online by a brand’s end users. UGC or “User-Generated Content” highlights authentic experiences with a product or service, encouraging others to try, buy, or subscribe too.
“Can we use UGC for our posts?”
The process of generating “leads” or potential customers who are showing interest in your products or services. An engaging lead gen ad or campaign can help a company collect valuable contact details for future business use.
“We’ll start running lead gen campaigns next week.”
When a company sells its products or services to other businesses or vendors, we call it B2B or “Business to Business.” Likewise, we call companies who serve everyday consumers B2C or “Business to Consumer.”
“They don’t want to limit themselves to B2C. They’re expanding to B2B relationships as well.”
Otherwise known as “Electronic Direct Mail,” an EDM is digital marketing collateral that promotes products or announcements directly via email.
“All EDMs were sent back for revisions.”
When potential customers become actual buyers, or the act of responding to an ad’s CTA.
“What’s the average conversion rate for this ad?”
QA or “Quality Assurance” is a screening process ad agencies enforce to ensure all its outgoing material or finished work meets client and company standards.
“Make sure to QA everything before you send it to the client for approval.”
KPIs or “Key Performance Indicators” are statistics ad agencies keep track of to determine the success of a marketing campaign. e.g. profit margin, client retention, customer satisfaction, etc.
“Let’s determine our KPIs this month.”
New to advertising?
Learn more about the industry
At Brevo, we believe in nurturing young talent. In fact, a handful of our current team members began their careers working for us as interns! This includes Driggs, a young creative who first joined the team last July as an art intern and is currently our newest full-time graphic designer.
We spoke with Driggs about the various lessons he gathered from his internship, and how it has informed and enriched his first job post-university. Read his story below!
The following interview has been edited and condensed for clarity.
I was looking for some agencies with internship openings since I wanted to gain experience as a graphic designer. Mainly: I wanted to make sure that this was a career path that I actually wanted to pursue. Compared to the other agencies that were offering internships, Brevo stood out the most to me as it had something that others didn’t: it looked fun. Everywhere else felt like a boring job with mundane activities, while Brevo designed their internship like a creative bootcamp. With this, I decided to take a leap of faith and join Brevo.
Although I was just an intern, I loved how I was already treated like a fellow coworker. I wasn’t excluded from company meetings or brainstorm activities—I was actually pushed to even state and contribute my ideas. I felt really welcomed, and that made me want to work even more with Brevo.
Initially, I was a bit overwhelmed with managing my time and internship tasks. I usually critique myself a lot when I’m designing a piece, and that makes me take longer in accomplishing my tasks. Working with Brevo taught me that there has to be a balance between quality and time. As much as I’d like to spend time making a poster look “perfect,” I have to remember that I’m working with other people who will also be affected by the time I send my work. It taught me to be less of a perfectionist by considering the time of others.
By early November last year, a month after my graduation, I was set on finding a job as a graphic designer but I didn’t know where to start. Since my internship ended, I decided that I wanted to work with Brevo again. I already knew that I liked the people and their workflow, so I thought working with them would be ideal. Thankfully, Aaron from accounts reached out to me and asked if I was interested in being a full-time graphic designer. I happily accepted the offer.
Compared to when I was just interning, I love designing now knowing that what I do carries more weight. As a full-time graphic designer, I realize how I’m no longer an intern looking for experience. I love that what I do helps both Brevo and our clients grow even more as companies.
It’s only been less than a year since my internship, but Brevo's already changed a lot. In fact, a few of my coworkers were promoted! It makes me feel excited knowing that I’m working in a company that constantly changes and makes it a point to continually grow.
Follow Driggs on Instagram.
Your very first internship doesn’t have to just be a college requirement—it can also serve as an exciting avenue to learn and (if you play your cards right) even land your first job! We spoke to two former Brevo interns (now happily employed at the agency) on how their first internship opened their eyes and impacted their career paths.
And just in case you missed it, catch PART 1 of our Brevo ex-intern testimonials here!
I’ll be honest: when I applied for an internship, Brevo was the only company who responded to my application LOL! I was hoping to intern for a small promising company that wasn’t too far from my college dorm. I didn’t want to intern for a really big agency because I heard about how cutthroat they could be.
Second: I hate a lengthy commute. I will absolutely get lost in Manila’s streets if I interned for a company that’s far away! Finally, Brevo’s Jobstreet profile said that most of their employees were young—inside, I was like “YES, MY PEOPLE!”
Brevo replied to my application really quickly. I remember getting a response three days later, and going through my interview on Friday. The following week, I started my internship.
It was a really new experience to me, having to work with people I don't know in a place I'm not familiar with. Thankfully, Brevo welcomed me and helped me get settled quickly and comfortably. It was also super chill—I never had to work overtime, and everyone was really helpful whenever I needed guidance.
Looking back, I didn’t really face any big challenges in my internship! Oh, except for one thing: THE ELEVATOR. Our old office building had extremely long lines in the morning, so I had to leave for work like an hour earlier. Queuing for the elevator sometimes took me more than 20 minutes (!!!), so I learned to pack my own lunch with me or have it delivered so I didn’t have to deal with the insane lines.
After my internship ended, Imran said he’d keep a seat warm for me, so I started working as a full-time graphic designer a month after graduating. I liked how, pretty quickly, I’ve established good friendships with my Brevo co-workers. I liked that I didn’t have to start all over again when I started working for realz. Most of all, I’m glad that Brevo cultivated a work space for me where I can truly be myself.
Brevo has grown in a lot of ways since I joined three years ago. We moved to a bigger office space that fits us all, we won more clients, welcomed more team members, and drank more booze! But one thing that hasn’t changed is Brevo’s strength—still thriving despite the pandemic. We always manage to make things work out.
Follow Carissa on Instagram!
Back in my college days, I was looking for an advertising agency where I can apply as an intern. I asked my friends if they know any agencies with art intern openings, and Carissa told me about Brevo. So I submitted my portfolio and sent it out.
I soon saw how Brevo prioritized a proper work-life balance and how it fostered a chill work environment. My co-workers helped me grow as a designer, but we still managed to have a lot of fun. We watched movies after office hours, went drinking at the end of the day, and even raced around in office chairs! It was nice, and I loved every part of it.
Before, I used to struggle with my own creative process. I sometimes got stuck at the beginning. Thankfully, my co-designers shared their own creative processes and what they’d do to overcome their creative block. They’d guide me with the things I get stuck at, giving me a new insight of how I can come up with better ideas.
I really did like my Brevo internship experience. I learned so much from the other designers, so I wanted to stay here in Brevo and continue growing. On the last day of my internship, Imran asked me if I wanted to be a full-time graphic designer after my graduation. I gladly accepted. It’s been three years and I still continue to grow in Brevo as a designer and enjoy the fun!
Follow Gio on Instagram!
Newsflash: an internship is so much more than just a university requirement! For many, it’s your first taste of how the real world works. Out you go under the comfortable confines of school and org work, and in you venture into the hustle and bustle of real-life work. It’s an exciting opportunity to put the concepts and ideas you’ve learned in class into practice, as well as to network and make meaningful professional connections along the way.
Also up for grabs in the internship sweepstakes: your first post-college job? If you play your cards right, then you’ve got it! Need convincing? We speak with four Brevo interns-turned-employees about their first internships and how it has enriched their current flourishing careers.
The following interviews have been edited and condensed for clarity.
Back in June 2019, I was looking for an internship to fulfill my college requirements. Thankfully, my brother used to be co-workers with Brevo’s senior designer Gab, who shared an open call for graphic design and copy interns. This caught my brother’s attention, and not so long after, I applied.
I consider Brevo to be my introduction into the world of advertising. Before my internship, I had zero knowledge about writing copy. Most of my experience with writing had to do with making thought pieces for Young STAR or feature articles for The GUIDON. I wanted to expand my horizons and try something new.
Previously, I heard a lot of bad things about agency life, especially regarding the workload, the hours, and the horrible clients. I’m happy to say these were things I never experienced in Brevo! I saw it for myself how this agency valued proper work hours as much as they valued having fun.
This is what I loved most about my internship experience: it changed my perception of agency life and taught me a lot about what an ideal agency can be. Moreover, I loved being exposed to a group of hardworking, extremely creative, and crazy fun people!
I did face a few challenges in my internship, especially when it came to getting into the copywriter mindset. Coming in, I barely had any idea on how to write proper copy. This made me feel incompetent and a bit like an impostor at times, but I kept reminding myself that I chose to intern in Brevo to learn and hone this specific skill.
What really helped me overcome these feelings were Brevo’s Bootcamps, a series of short-but-fun tasks that really challenged me to think outside the box. Apart from that, everyone in the office was so accommodating and inspirational, and all this really helped me become the copywriter I am today.
I remember Bettina, one of my supervisors, told me that Brevo wanted to recruit me as part of the team as soon as I graduate, and I kept that in mind. After grieving my last few days of school (and my youth), I shot my shot and DM’d Carissa on Instagram to ask if there were any job openings.
A month later, I had my interview with (Brevo’s CEO) Imran, which honestly felt more like a catch-up than a job interview. Lo and behold, by August I spent my days on my desk writing copy for a leading cake company. The rest was history!
If we’re talking numbers, quite a lot has changed in Brevo since I’ve joined as an intern. I’m happy to see new faces and new talents in the team, even if it’s just through my computer screen. I’m very proud of the agency’s efforts to expand and still maintain the same warm company culture from my intern. Most especially, years later, I still love seeing my concepts and copy come to life once our artists apply their magic.
Follow Toots on Instagram!
During my junior year as a Computer Science undergrad, I was looking for a company to intern in for my practicum semester. My best friend, a previous Brevo intern, recommended the agency to me and said many nice things about their work culture. Although they didn’t really have any openings for tech-related positions, I took a chance and sent in my resume.
After my first interview with Imran, I could tell that Brevo was different from the other companies I interviewed for. During our meeting, we talked about not just the value I could bring to the Brevo team, but also what value this internship would bring me.
Thanks to the pandemic, I had to complete my internship from home. Admittedly, I was pretty disappointed at first. But after getting to know the Brevo team through my laptop screen and countless Skype messages, I felt right at home. I loved how everyone was very welcoming and fun, proving that the warm work culture I heard so much about existed beyond the four walls of a physical office.
I did face a few challenges as an intern. As I haven’t met any of my coworkers in person, I found it challenging to coordinate with everyone for my daily tasks. At the time, Brevo didn’t have a resident web developer, so I was hesitant in asking anyone for help for the longest time. Eventually though, I fell in love with learning on my own pace and terms, which made me comfortable enough to talk to my co-workers and ask how I could help them too.
Towards the end of my internship, I saw that my load for the next semester was pretty light and that I’d have an ample amount of free time. So I took my chance and asked Imran if they were open to hiring me as a part-time web developer for the next few months. Although they generally didn't hire part-timers, he told me it was something he and my other supervisors were already considering! And that’s how I got my first real job.
It didn’t take much convincing for me to believe each Brevo team member had their own unique and charming quirks. The cherry on top is really how easily we seem to work together even during the new normal. I fell in love with the company’s innate system of collaboration during the lockdown, and how they provided clients with well-thought-out, top-tier creative work. I was stuck in a technical mindset care of my course, so being surrounded with all this creativity while I practiced web dev is incredibly refreshing.
As far as I can remember, I’ve always wanted to write. In my cringey pubescent years I filled countless journals with hastily scribbled fan fiction and angst-ridden recollections of the day. In the confusing turbulence of adolescence, there was one thing I was certain of: I loved telling stories.
This love for storytelling stuck when it came to picking a career path in university. Seduced by the sexy fast-paced world of Mad Men (then one of primetime TV’s hottest shows), I decided to enter advertising as a copywriter. I was enthralled by the way Don Draper would write a tight pitch, command a boardroom, and make a bunch of macho executives wimper with a tagline so filled with pathos and emotion — even if it was just to sell a line of disposable cameras. In my mind, I was confident that my destiny was to follow in Don’s footsteps.
That is, until I took my first university copywriting class. Now I never scored a bad grade in any of the class requirements, but I didn’t exactly excel either. When my works would merit a few appreciative nods and constructive criticism from my professor, he would shower others with heaps of praise and proclamations of their genius. Seeds of doubt began to take root in my head — maybe I was pursuing something I just wasn’t very good at?
So I settled for the next best thing. As an obnoxious stickler for organization, I decided I wanted to stay in advertising and become an accounts man. After all, I was notorious for planning over-detailed itineraries for family vacations. I convinced myself it was a perfect fit — pretty soon, as a student I landed an accounts internship at a big multinational ad agency. A year later, just two weeks after graduating I accepted a job offer as a junior accounts executive at another rising local ad agency.
Four months in, I knew something was off. On the surface, I had a great job: the office culture was warm and inviting, and my pay grade was more than sufficient for a fresh grad. Still, for some reason I found myself dreading coming into work every morning. I slowly began to realize that the accounts realm of client coordination and filing endless amounts of paperwork was maybe not for me.
Even then, there was one aspect of that job that I loved. On days before a client presentation, the team would reconvene and creatives would share their concepts with us accounts people. Watching them present incredibly ingenious ideas, I was spellbound — it was like seeing Don Draper work his magic in the flesh. More importantly, seeds of hope began to bloom inside me. Maybe, just maybe, I also had what it takes to become a creative?
A month later, I took a leap of faith and chose fulfillment over certainty. I quit my accounts job and found a gig as an editorial assistant for an online lifestyle publication. A year later, equipped with the publishing industry’s rigorous writing standards, I got a job at Brevo as a copywriter.
As cheesy as it sounds, often when it comes to major career decisions it pays to listen to your heart. Over the years I’ve learned that it is crucial to heed the call where you are needed, and where you feel needed. And hey, carpe diem — we only have one life to live, might as well do it happily!
This isn’t to say that upon getting the job of my dreams, I lived happily ever after. You know that saying that goes if you find a job you’ll love, you’ll never work a day in your life? Huge crock of rubbish. As with any other discipline, there was a steep learning curve that I worked hard to overcome. The big difference is now, when I come home after a long tiring day at work, I always feel proud of myself and each day’s little victories.
Landing the job of my dreams wasn’t a walk in the park, but it is where I feel truly fulfilled. I have no regrets. Through this journey, I learned the two most valuable lessons of my career to trust in your instincts, and to never let fear govern you.
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