Taking her best shot

By MARK STORY

It's possible to rise from gofer to advertising account director, says Becky Busch - the brains behind the marketing success of 42 Below. But what you lack in qualifications, she says, you've got to make up for in grit and determination.

As an Auckland North Shore teenage "wild child", the odds of Takapuna Grammar dropout Busch making a fist of life looked problematic at best. Eleven years on, after boot-strapping a career in advertising from the bottom rung to managing prestigious accounts - such as Cadbury's and AMI Insurance - Busch is now envied by friends.

Ironically, many of those who outshone her academically are struggling to pay off hefty student debts on modest salaries. Meantime, she's contemplating buying a third property together with husband, Shane.

An old hand within the advertising industry at 26, Busch started her working life as a 15-year-old dogsbody with agency Young and Rubicam. After a lengthy stint at the Melbourne agency FCB, Busch returned to Auckland and spent five years working for agency DDB.

When home-grown vodka-maker 42 Below set up shop in 2001, Busch was headhunted by founder and former DDB director Geoff Ross to launch the brand into local and offshore markets. Her efforts to create an international brand from scratch saw the drink launched successfully in global markets such as the US, Australia, Asia, Mexico, Britain and the Pacific Islands.

It was the brand's export success, the accolade bestowed on it by UK-based Class Magazine as the world's number two vodka - and the 42 Below company's listing on the NZ stock exchange - that saw Busch accept top honours at last year's Marketing Magazine awards for best small business marketer.

"There was a lot of 'seat of the pants' stuff to successfully launch 42 Below. In the early days this meant single-handedly teeing-up distributors, getting people into roles, researching markets and creating marketing strategies," recalls Busch.

It takes a special person to achieve this level of success without qualifications, says DDB HR manager Rosanne Jollanzs. But she admits advertising remains one of the few industries that's prepared to hire and groom a totally "blank human canvas" - before bad working habits set in.

Assuming individuals have the right people qualities, plus willingness to learn, and strong team skills, she says it's still possible to enter [the industry] as an office junior and progress to account director ranks.

If you're going to embark on an advertising career from the bottom rung, Jollanzs says it's important to take your shots when they come along.

"In Becky's case she knew what she wanted, and her performance on the job was outstanding," says Jollanzs. "She had excellent people skills, and was well respected for showing great initiative, and always volunteering new ideas."

What motivated Busch - a self-confessed "teenager from hell" who lived with her boyfriend at 15 - was proving to her parents she could make something of her life.

Being an advertising agency's gofer - posting mail and making the coffee - wasn't her dream job. But in hindsight, Busch says just getting a foot in the agency's door was the best thing she ever did.

"I always tried to set goals and that meant being financially independent at an early age, and returning to night school to complete my sixth-form certificate once I was working," adds Busch who recently left 42 Below to look after her two-year-old and dabble in property.

So how can school-leavers, who like Busch would never contemplate study, make their way in advertising without tertiary training?

Before you start door-knocking, Jollanzs recommends school-leavers take the time to do their homework on the agencies they're planning to approach.

"It proves you've put some thought into what sort of company you're looking to work for," she says.

It's equally important, advises Busch, to choose an agency that will both train and promote you.

What she lacked in qualifications, Busch claims she made up for with an industrious attitude, plenty of self-confidence, a strong personality and total commitment. In fact, she left hospital two hours after the birth of her first child.

Within two days she was back at work with the baby under the boardroom table. She says if you've got entrepreneurial flair, you don't need to take three degrees before having a go.

"If you're learning from the bottom of the barrel, you've got to invest that extra bit of effort absorbing everything you can. I wouldn't be here today if I hadn't been prepared to just take a punt."