the ITCH

Background music: I’m changing by Jennifer Hudson (OST: Dreamgirls)




We all have it, and sometimes, we can’t help but scratch.

In a life where everything seems so frivol, fleeting, and fast, we are left confused and in a position where we suffer from – the itch.

My college Yahoo! Groups’ quite active in sentiments relating to our respective careers, being that we’ve all just recently graduated in 2006. Indeed, there are those who are unsatisfied with their work, company environment, and what have you; while others, are flourishing in their respective fields.

I, on the other hand, am not spared from the ITCH sentiment either. I’ve been in one of the biggest PR agency in the country for almost a year now, and have been trusted with multinational accounts, primarily doing client servicing that includes branding communications and media relations.

My 1-year-old career, in my opinion, is doing well. I’ve met some of the most important people in multinationals – both regionally and locally – and for a fresh graduate at that time, it was something to be proud of. More importantly, i’ve helped in the executions of campaigns unprecedented in the company – both in terms of creatives and concept.

But I am experiencing the itch.

Recently, I’ve been contemplating on whether I am for “public relations.” In college, I’ve always said that I wanted to enter three industries before I put up my own business – Advertising, Public Relations, and Direct Marketing.

I’d like to think I’m a creative person. More than anything else, I love conceptualizing creative campaigns, rather than preparing communication materials for corporations, press releases, and setting up interviews with the media. In the field of PR, I love doing online campaigns and launching products with the press.

When I talked to my former professor about this, he said that I might be better in copywriting, or being the client – I tend to agree.

As of the moment, I am looking for other options. I want to be challenged to use my creativity… my visual creativity, and creativity in campaign strategy. I believe that PR in the Philippines is quite limiting. Indeed, new waves of communication has taught us to do 360 branding, but the industry isn’t fully ready for it.

Presently, the notion of 360 branding is there in the country, but a particular brand will have numerous agencies/suppliers/consultants to execute the whole campaign. If you’re at the agency side, you’re limited to do one arm of the job, and you get rusty, bored, unsatisfied. The reality is, no matter how much you’d want to offer services that can compensate for 360 branding, client requires the said service offered to be the company’s core competency.

As of the moment, I want to pursue a career as the client, OR still in an agency, but now, in the line of advertising, particularly in copywriting.

I’ve been recently interviewed by a multinational advertising agency. I’d like to think that the interview went great, as they informally told me the account I’ll be handling – if I get lucky. I was excited, and I’m hoping it follows through. And if it doesn’t, I suppose I’m not for that job, and the search continues.


I’m not sure if I’m rushing my career, but I know I’m itching, and I’m doing something about it. I want to be challenged creatively, and do what I’m good at. I’d like to think I’m presently doing well; but I want to be excellent.

So if you know any offers : jcvalenzu3la@gmail.com

I’ve got to scratch the itch.