Media People Burning Out

The evolution of the media industry from being a mere backroom support team for advertising agency always "kau-towing" to accounts management or creative team to now discussing briefs and strategy at the same level with creative agency and our esteemed client.

We are expected to be seen contributing in meetings even though we find the topics discussed absolutely ridiculous and at the same time trying carefully not to offend the client. Otherwise, we are deem redundant.

Areas we are required to know in are not only in traditional media planning but also a little event organisation, strategic planning, PR, creative ideas .... and since we are the last point to ensure that the ad materials reaches the media owners, we are asked to check the ad after clients has approved the final FAs. We are into client servicing also. Worst part of all, we sometimes get sucked into other peoples problems and are forced to resolve the issue.

We are all so, so tired. We are only human with a pair of hands. We just have too much on our plate to do. There's only 24hrs a day and we spent an average 18 hours per day trying to complete our work. We work till one fine day whereby we'd say enough is enough! And I want out! Now, there is one less qualified media specialist in the market.