Tuesday, 28 February 2012

sunday summary, on a tuesday

in my defence i have no defence; i need to get back on top of it. one month in, we were asked to make a 1 minute video about our experience on the course so far. i don't really think in film but taught myself imovie (yes yes i know) and made this:

coppola eat your heart out.

this week george boyter, creative director extraordinaire, set a two day strategy project. our task was to help farmers by-pass the big supermarkets and sell their fresh-to-market produce from the local farms. we teamed up into pairs and attempted to decipher a customer profile of the kinds of people who would buy vegetables and meat from this fictitious company. after some eager brainstorming we went to george for some advice, only to be knocked back to the beginning as he coaxed the insight out of us with some well worded questions. we spent the evening getting as far as the proposition only to see george again the next day and be informed that we'd gone off on the wrong route. with two hours to spare before the final presentation we managed to pull it all together having started over for a third and final time.

stephanie and i are currently working on making it shiny and presentable and i'll upload it once it's done. the workshop taught us to get used to turning ideas around quickly, it also taught us not to stereotype and make assumptions when determining the target market - the importance of going out and getting amongst people is invaluable. it was really helpful to have a clear strategy outline to build around.

on friday i polished my shoes and took a few of my classmates with me to the plush offices of dlkw lowe in kensington to meet zoe verrion. we hoped to gain a different perspective on the current state of the industry and to learn more about the role of an account director. zoe spoke to us about the tight timing of pitches and broke down the roles of planners, the accounts department and the creatives for us. she spoke to us about dlkw lowe's current clients and the rewarding challenge of working for a company like domestos in india; targeting women about the very personal topic of toilet hygiene and teaching them the importance of basic sanitation. zoe enjoys being an account director because she's involved right from the beginning of the process to the end. she explained how all the agencies are currently racing to get a clear picture of how social media can actually be profitable for a brand. zoe was very generous with her time, engaging and answered all of our questions.

the course so far is very much to do with what you make of it but i feel that i have a weekly confirmation that i'm doing the right thing.

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