As Ingmar Bergman’s fans may know, ‘persona’ meant ‘mask’ in ancient Latin. As social beings, we are constantly wearing different masks depending upon the scenarios we are involved in. In my early years, that was the thing that baffled me the most. And coupled with the fact that I was keen on observing and analysing people’s behaviour, certainly set the stage for a mounting interest in psychology. Besides, as a post-modern individual, I was also overwhelmed by the role advertising played in society. Hence, I decided to do my bachelor’s degree in Psychology (specializing in its social branch) and then embark on a master’s degree in Advertising. In the meantime, I immersed myself in both the analytical and creative sides of advertising. Firstly, I did an internship in Brandologia which is a brand and communications agency. Where I learnt how to gain insight into the consumer’s mind through qualitative research. Later on, I joined in an ad agency called The Love Comes as a junior copywriter. There I developed my creative skills and started my portfolio. Apart from that, both experiences helped me to realise that the role I’m actually interested in is the account planner one. My passion is getting to the heart of things, stripping off layers until I stumble upon the essence of the matter. Then, draw upon this information in order to carry out a strategic and creative campaign.
On a more personal level, I have been coaching football and basketball teams during the last five years using stoic values as a means of improvement. Plus, I enjoy reading philosophy since it is particularly useful to get to the core of things and critically reflect on them. With regard to the arts, I am a Giacometti, Schubert and Charles Mingus enthusiast.
Last but not least, I’d like to show you one of my favourite ad campaigns. I love when meaningfulness, simplicity and creativity go down the same road.
Portfolio: http://lukemartin.co.uk
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