Yee Mei Yap
Grey Group, Senior Account Director, 2012
Bachelor of Business (Hons) in Accounting
I think a lot of people think that advertising is a glamorous job. But the veterans will tell you that it is not the case.
30 November 2012
Official Website
Going the distance to achieve your goals
Written by Victoria Edwards
Yee Mei Yap was once an ordinary girl from Malaysia, but life after grade school moves and changes rapidly. She dove into university life with passion and excitement and ended it the same was as she took the leap and headed to Vietnam. This road has been difficulty but Mei says all in all it was worth every turn and every struggle.
“My first job was at Warner Music Company. I was a Promotions Executive who had to deal with the media for new album launches, meet-the-fans session, artist promotion, etc.
I changed jobs because I needed a well-rounded experience in marketing / advertising and Grey Group, my current company, provides that. At Grey Group I do client servicing which means I received a brief from the client and worked with internal team including the creative team to come out with a creative proposition and solution to answer client’s objectives. The solution could be a 360° approach using digital marketing, activation, event or trade marketing. I am more specialized in below-the-line advertising. The hardest challenge I have to deal with in my line of work would be dealing with projects or projects having unimaginative clients.”
Burning the Midnight oil
Although advertising can be a tiresome job the rewards are excellent; once you see your work on the billboard or on the web, all those late nights and long hours pay off. When Yee moved to Vietnam she said it was a very exciting adventure because it was a small family operation that was just starting out.
“I think a lot of people think that advertising is a glamorous job. But the veterans will tell you that it is not the case. It is hard work and there may be many frustrations and late nights. Sometimes we could be stuck with ideas and sometimes there will be information overload that we have to put in more hours extract what’s relevant and come out with a sensible solution.
Advertising has evolved so much. It is all about being effective and the channels have extended to many non-traditional media channels. As advertising personnel, we have to constantly innovate the way we work and look at things to be able to be ahead of others.”
Culture Shock
I think when we are posted to another country; we have to go with a very open mind. It could be a western or Asian country, but it is not the country we grow up in.
The advertising industry in Vietnam has only flourished over time. Experts say especially from 2009 the internet advertising sector has produced 71% more revenue than 2008. These numbers are tempting for a driven business woman such as Mei. But aside from the exciting job opportunities, it is always difficult to move away from your home country. As Mei says even if the country is nearby your own, you have a lot to get use to. Job prospects and her love of travel brought her to the beautifully cultural county of Vietnam. Along with the great economy for advertising Mei found that the relaxation of going to the spa’s for massages and facials was a nice way to wind down after a busy day at the office. The other perk of Vietnam was how affordable it was to live compared to heading to Europe or Australia.
“I think when we are posted to another country; we have to go with a very open mind. It could be a western or Asian country, but it is not the country we grow up in, hence, we cannot expect things to be the same. From food to the culture and the language barrier, it takes about 3 - 4 months to adjust yourself. Therefore, it is very important that you remain patient, listen to the locals and learn the local culture, and then adjust your methods or ways of working accordingly.”
Being in a foreign country there are so many new and exciting things to explore. Mei describes herself as an explorer. One of her favorite pastimes she’s found since arriving in Vietnam is picking a street she has never been to and exploring all of its hidden treasures. This technique has allowed her to become more localized and made Vietnam her new home. This just goes to show, you shouldn’t be afraid to step outside your comfort zone and explore a new land; you may find that this new place becomes your new home.
Spread your Wings
I searched many colleges and universities and Limkokwing stood out because its courses seemed so creative and attractive.
While studying in Limkokwing Yee Mei Yap was given the opportunities to expand her skill set and enjoy hands on industry work. With the help from her experienced lecturers and Limkokwing’s industry partners; she was able her to have a better understanding market trends in her chosen industry of marketing.
“I searched many colleges and universities and Limkokwing stood out because its courses seemed so creative and attractive. It made learning interesting! My experiences there taught me to be more outspoken and it built my confidence. It was not just about text book learning but they taught us to work in a team and present ideas properly. All these are essential to our working lives and I was glad that I was trained to get a good head start in my career. It is a visionary learning centre that emphasizes on a total learning experience from theories to practical. The other important lesson was learning how to communicate in a logical and compelling manner.”
Running the show
Mei has had experience in different levels of the advertising industry since graduating from Limkokwing. The wide range of information given to students in Limkokwing, allowed for more opportunities in a rapidly changing economy. Advertising will always be necessary and as technology advances as will the means of advertising. Mei has immersed herself into the industry and flourished since first moving to Vietnam to pursue her dreams.
