My earliest memories of choosing my career was my father’s familiar
tones saying that what makes good engineers is that they can conceal
their mistakes, and what makes great engineers is their
inventiveness.
So I launched my career in engineering. By default, I found my technical
problem-solving and innovative spirit being expressed through marketing
via marketing communications.
It was not always that simple, but today my original skill base is used
in our new-media and technical helpdesk companies, as well as throughout
our client portfolio in business to business.
The practical part of my mind has been developed and applied in strategy
development and in implementing integrated projects.
Our clients say they come to us with their difficult briefs because we
look at the problem - or rather the opportunity - differently. That to
me is engineering first, with applied marketing second.
My advice to young marketers is to study computer engineering or
engineering of some sort and learn to think differently. Marketing is
applied learning and thinking; innovation and creative energy come from
within, whether you’re a creative in art or in engineering.
Craig McCulloch is managing director of the MCA Communication Group.
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