The Strategy Department: An Intern’s Story
By Kylie Han, our high school intern.
Hello, my name is Kylie Han. I’m 18 years-old, raised in the great city of Piedmont, California, and I had the fortunate opportunity of interning at MUH-TAY-ZIK | HOF-FER this past month. Aside from enjoying long walks on the beach, I love to play volleyball, swim and will be a part of the swim team at Wesleyan University next year. Although forced to start swimming at age 9, throughout my swimming career I have gained the best of friends, mentors, college acceptances and more importantly the values of hard work, dedication and team work. Since swimming has been very time consuming in my life, it made sense to me to keep it going so I also volunteer for a Special Olympics program called Sea Serpents where we help people with mental disabilities learn how to swim. Hence, when I was presented the opportunity to intern at an advertising agency, where there was no pool involved and something I have never done before, I immediately jumped at the opportunity. I will be graduating from Bentley High School this week, and to document this transition, I cut off 15 inches of hair from my head and donated it to Locks of Love. The only thing better than this act of generosity is that I have had the best time interning at a highly respected and award-winning advertising agency in San Francisco. You could say life couldn’t get any better!
I have been so lucky to have traveled to many destinations. My favorites were Amsterdam and Iceland. So while at Bentley, I decided to take a course on tourism and learned all about how tourist sites are shaped to attract visitors to it. It was interesting to learn about how these sites are built to meet tourist expectations, such as by trying to make the site authentic through cultural appropriation, shaping it as a place subverting cultural norms and more. What I learned in class combined with my love for traveling made me very interested in how much advertising shapes my traveling experience. From interning at MUH-TAY-ZIK | HOF-FER, I observed how advertising is constructed to attract the consumer and the thought process behind it.
This past month has consisted of many BART trips, researching various subjects and sitting in on business meetings. Although tiring at some times, it has been so amazing and captivating to experience the real world of business and advertising in the Strategy department under the guidance of Rachel Gold, Senior Brand Strategist. So far I have been researching top trends in brands and customer service, ways to buy cars online as well as research on different MUH-TAY-ZIK | HOF-FER clients such as Annie’s Homegrown, Audi and more. I’ve enjoyed sitting in on business meetings and learning the importance of strategy and how all the departments and skill sets come together. It has been so fascinating listening to the Strategy department discuss the focus of the brand, its target, pointing out the flaws and necessities to reconfigure the brand to make it more attractive and popular to this generation. Although I’m entering college with my major as undeclared, I can confidently say that the world of advertising that MUH-TAY-ZIK | HOF-FER has exposed me to is definitely a path I could see myself pursuing. With this foundation from my internship, I’m excited for the years to come to see where I’ll end up. Thank you MUH-TAY-ZIK | HOF-FER for allowing me to experience the real world at the coolest agency ever!