Student Spotlight - Adrienne Leung
Written by: Michael Mytrunec
Photography by: Dylan Wee
As seen in the March 2018 issue of Lazy Faire magazine
Adrienne Leung is a marketing extraordinaire with the credentials to make any recruiter’s jaw drop. In her time in the Alberta School of Business she has served as the VP Design for the UAMA and VP Marketing for SMO Club, the BSA, and JDC West, as well as competing on JDC West’s Marketing Case team. Outside of ASoB, she has spent co-ops as a student with Northlands and Financial Brand Marketing for ATB. If that weren’t enough, Adrienne also holds a third-degree black belt in taekwondo.
This month, Lazy Faire spoke with her about film studies, pushing boundaries, and navigating business school.
What do you think is the most important thing about marketing?
I think that the most important thing is to be able to see things from outside of your own point of view. Understanding that your experiences are not universal and that the people that you might market to have their own individual perspectives and points of view which can affect how a campaign might be received.
Tell me about your minor.
I minor in film studies, and it is something that I have always been fascinated with. I love storytelling, whether it be through writing or creating videos. I had a YouTube channel for a number of years and I was just fascinated by the effect that stories have on people, how you can bring out so much emotion or you can show something that someone might have never seen before. In high school, I directed my school’s TV show and my interest in media has always moved with me throughout university. I believe that film studies compliments my major by helping me understand media and its history. Learning that the Soviet Montage was the basis for modern day advertising and understanding the psychology of it is something that I find has been very interesting.
On the topic of films, what’s your favourite movie?
That’s hard, as it kind of depends on the genre. I think a classic one would be The Princess Bride. It’s satirical in the sense that it makes fun of its own genre but at the end it is also a very wholesome movie and very innocent in its own sense and that is what I just love about it. There is always a good laugh.
What’s one tip for navigating the Alberta School of Business?
It’s almost a cliché, but taking chances is a big one. I accomplished a lot of things that I never thought that I would in my first year. I hated public speaking and then ended up doing JDC, I didn’t like being in the spotlight and then ran an election campaign against someone else and, so, taking chances and knowing what your strengths are is key. Taking chances on other people is the flip side of that. Someone took a chance on me and giving that chance to someone else plays a big part.
What’s something that you’ve learned from your co-op positions?
I think the big thing is that different industries have a lot of different expectations. In marketing for K-Days at Northlands it was easier because it was almost like you are marketing “fun” and it is very easy to put yourselves in someone else’s shoes in that sense, whereas marketing for a bank like ATB is different because banks are one of the least liked industries, universally, among almost every age group. When changing a perception, you have to knock down the old one before you can really build another one over top. A lot of the issue there is that this is engrained over a very, very, long time. You can say that you are going to make this change but it has to follow through the entire company. It has to come from that customer experience right when they walk up to a teller, to when they meet with a financial advisor, to the ads they might see. It has to be at every touchpoint instead of just making a video for “ATB listens” or hosting an event for millennials.
How important is pushing boundaries in marketing?
A lot of it depends on what you are marketing. If you’re marketing a sofa it’s not going to be as important as if you were trying to sell an app but, in general, I think it is important to try and stay on top of the trend or stay on trend at least. Doing things retroactively won’t resonate with the audience and could even be detrimental to a campaign.