McCann Placement Day 1

Today was our first day with McCann Manchester. We have spent the last week brainstorming and scamping ideas for Mushrooms and gratefully recieved some helpful direction today which will give us plenty to work on tomorrow. However, I am looking forward to walking away with plenty more new briefs and therefore a more interesting book in the future.

McCann Manchester

Today, my creative partner, Jemma and I were lucky enough to be invited to do a book crit with McCann Manchesters Creative director Dave Price. He was very honest and told us we have a lot of work to do but has given us a huge motivational boost by inviting us to do a placement with the agency from the 28th of February. Hopefully this will lead onto better things for us, even if it is many more placements with other creative agencies.

We have also been given a couple of great briefs to work on prior to the placement. I have been dreaming about soup and vegetables for a week now, and it seems it won't be stopping anytime soon. My research can be found on my creative blog. My placement will be updated throughout on this blog. Happy Days!!

McCann Freshers

In December of last year I applied for the chance to work with McCann Manchester for a three month internship. The initial questions they asked me where creative, difficult but fun. I spent over a week working on my answers and stressing.

What was the last big idea you had? (Not related to advertising or business.) *

I think they should genetically modify coconuts to contain chocolate (so they would be like inside-out bounty bars) and make sure that they could survive in the climate of my back garden.

What bribes/qualifications do you have that would convince us that you’re cool enough for school? *

I am extremely proud of my Design and Art Direction degree which taught me how to break down and work on individual briefs and gave me the confidence to experiment with my ideas. I once sent a personalised post card to a Creative Director after seeing a piece of work from his agency which I loved, and got a meeting to discuss my book within a fortnight.

My tutors and friends accredit me with brightening up a room the moment I enter, creating laughter, ease and excitement within a team and this excitement is often displayed in my individual work where I bring a unique insight and fresh ideas. I have already been lucky enough to have been invited to McCann Manchester through their D&AD workshops this summer. After carrying out a brief for Dinosaur, through the workshop, involving the British Music Experience I travelled to London to feel the experience for myself. I regularly update my blog ‘Advert Junkie Ld’ with all the campaigns and brands that I enjoy.

Have you any idea of what you’re getting in to? *

After 3 years constantly working on briefs to strict deadlines I imagine this role will be similar, although faster paced. I expect late nights, paper mountains, ink stained hands, cramming brand information before dreaming about doodling, giggling with team members over ridiculous ideas before getting stuck in and working for weeks but never feeling finished. Then a campaign will take off in every dimension and I’ll feel a great rush and be inspired to do it all over again.

After following McCann Manchester I know I can help create some award winning work. I hope to be involved in the forefront of thinking and ideas, and am aware that concepts and populist ideas quickly change; therefore I cannot honestly predict where the role could take me. But I know I’ll make the most of the journey.

Where would advertising be without the internet? (Max 100 words) *

If there was no internet I don’t believe advertising would suffer much, as creatives would continue to push into every avenue and ensure it pushed boundaries. Without the internet advertising may lose some of its interactive edge, although it could be pushed onto our phones via Bluetooth and interact with loyal customers over text. This could be used to promote outdoor experiences to generate memories and a loyalty to a brand. I think it would be an even bigger force on TV and cinema (especially 3D). The idea of viral/banned ads would still be predominant on mobile phones and laptops.

Oh, what site do you visit most?

http://www.guardian.co.uk/media/advertising

This site has become a compulsory part of my morning ritual. I found it when I was researching past campaigns. I read it at first light and check it regularly. It allows me to keep in touch with the most recent marketing news and watch new adverts as they emerge. It also allows me to check out marketing and advertising opportunities and finally have a look at what the rest of the world is getting up to in the news.

You’ve just entered the Dragon’s Den. Use no more than 100 words to pitch your winning business idea *

I would like to introduce the new Thermbrella. This full length umbrella comes complete with a rechargeable battery powered heater placed within the handle. It is completely transparent and includes a standard dehumidifier to combat steam that would blur your vision. The Thermbrella can be lifted slightly to allow for steps and obstructions. It sports an intricate folding system that ensures in can fit into a standard hand bag or can be worn with an over the shoulder strap, designed for men. Now, you can walk to work and still arrive looking professional and dry.

The Dragons seem interested. Explain how you would reach your customers *

Firstly, I would create some guerrilla marketing around puddles, especially by busy roads. This would attract the attention of the target market, people who walk regularly and take note of the ‘splashing zones’. The current cold patch allows us to let the product be sampled by the many cold, wet people at bus stops so that they soon realise what they are missing. The cold weather will no longer be a reason to stay indoors or to be forced onto public transport if you enjoy walking.

The product could be given to key celebrities to be photographed and appear in fashion magazines, and then rolled out on online fashion sites such as ASOS. Polls/Viral campaigns on facebook and twitter would allow me to gain valuable feedback from my target audience and links would provide traffic to sites where they can purchase the product. I would also ensure advertising reached outdoor sport spectators through targeted magazines and specialist shops for the likes of golf.

The Thermbrella could be marketed in the style of a car ad, defining it as sleek, luxurious and practical. It could play on claims such as free fuel for life or zero carbon emissions. And become the healthy, environmentally friendly alternative to a car. I could also see this product having a successful advertising sponsorship with the weather news.

How do you plan to expand your business in the future? *

In the future I believe that the product could be designed to fit other activities. Special clips, bought separately could be used to attach it to bikes, for the people who choose cycling as their preferred form of transport. New aesthetics would be welcomed, and famous artists/illustrators would be invited to work on personal designs for the top/back of the product. This could increase awareness and interest in the range, also allowing a steeper price tag.

The product could be rolled out onto the high street, partnered with fashion retailers such as Topshop or River Island. Once it’s successful in the UK it could move into markets throughout the world.

The range could be increased to include thermal dry boots and boots that fit around your work shoes. Simply step in, clip front and back together and protect those expensive shoes you just bought and trouser bottoms from the damaging effects of wet weather.

Tell us about a trend that’s going to change the way we look at things? *

I feel that the current economic crisis is already and will continue to change the way we look at things. As prices go up and income remains the same people are re-evaluating what they buy and what brands actually mean to them. This new money saving trend has seen a rise in marketing budgets for price comparing websites and has seen shops such as Poundland announce record profits. The interesting thing is that Poundland has never advertised, it simply became more popular as middle class people believe it is now more socially acceptable to shop there, and therefore has had no marketing budget only profit. In light of this trend advertising agencies may have a new challenge on their hands. People are continuing to change the way they shop and therefore brands may have to at least appear more affordable or become a can’t-live-without-it product.

Our swimming pool is redundant 99% of the time – what would you do with it? *

I would make it a master of disguise and use it for team building events. One day it could be a swimming pool for diving/kayaking, next it is a half pipe, or a climbing wall, bowling alley, football pitch, etc. Everyone would benefit from learning new skills and get to know each other better. Between these sessions it could also be used to host a variety of exhibitions i.e. photography, painting or design. This could help refresh and influence staff during frustrating moments of creative block and provide a mix of reactions to be discussed over idea generation and new campaigns.

And finally, why do you not want a proper job? *

A ‘proper job’ is a subjective term describing a run of the mill ordinary position expected by society. This is exactly what I don’t want. I feel there needs to be a passion for the position that would allow me to funnel my creative energies. I want to wake up and know I am going to be moving with, if not ahead of new trends. I am eager to create different perspectives and persuade people in a proper job to agree and follow. I am not run of the mill but innovative, unique and can bring professionalism to any undertaking.

Birdseye...

Last thursday I took part in a Co Creation Day as a Creative Illustrator. Whilst there I got the chance to meet some great people working with a great brand. Luckily for me I got the chance to speak with the Brand Manager. I took her details in hope of a placement and yesterday I took the first step to getting the ball rolling. I sent this simple email...

Hey Zoe,

We spoke on Thursday at the Co Creation Day and I just wanted to reiterate my interest in a placement with you. I feel that I need more of an insight into your role so that I can recognise the skills I need to possess in order to progress in my career. If it is still possible for me to gain some work experience with you, I would love to get involved. If you could let me know when best suits you, I would only need a couple of weeks notice to organise myself. 

If all goes well, I would be extremely excited to get the chance to experience the pea harvest in the summer.

I look forward to hearing from you.

Kind Regards

Leanne Donaghy

I shocked and excited to come home from work and find a reply.

Hi Leanne

Thanks for your email, great to hear from you.

Would it be possible for you to send me through your CV? I can then speak to HR about timings etc.

Many thanks

Zoe

Today I simple sent off my CV, and the waiting game commences.

Inspiration

Some inspiring articles from Mashable that I want to keep a record of. One about the relevance of Cover Letters and another specific to Art Directors/copywriters. I need to get more creative with my approaches. Even if only to gain some work experiences.

Graduate Role in Media

This job is interesting because I am intrigued by social media and how it is being used by brands and businesses to raise awareness of their products. I am also interested in learning why many brands are ignored and how to ensure that this doesn't happen. The thing that bothers me about this job advertisement is that they have not stated what exactly I would be doing or who the company is. Anyhow, I have sent my email off to Verity and now it's the waiting game once more.

I am keen to be considered for the graduate role that you recently advertised on the Directgov job site.

I am a recent graduate from Manchester Metropolitan University. Having studied Design and Art Direction I am extremely interested in how brands are perceived, especially in the environment of social media. I currently use most social media platforms, such as Facebook, Twitter and blogspot. My passion to learn more about social media and it's impact on brands led me to attend a lecture at Manchester Business School only last month, which you can read about here. 

I would relish the challenge of working with a high profile company 

Please find my CV attached for further details.

I look forward to hearing from you.

Kind Regards,

Leanne Donaghy

This is the type of cover letter I normally send when applying for jobs. I think it should be short and sweet. Is this what employers want? I imagine that if I were going to have my inbox over run with CV's I wouldn't be happy to see a massive essay every time I opened an email.

Introduction..

Hi,


I graduated in the summer of 2010 from Manchester Metropolitan University with a degree in Design and Art Direction. I started university with fantasies of having my dream job when I left, but have found that I can barely get my dream employers to allow me to make their tea, which has lead to the creation of this blog. I need somewhere to vent about the process of applying for jobs. As a graduate the phrase, which appears in almost every job advert, "Minimum two years experience", is the most frustrating phrase ever penned in this world. How? Where? When? What the .....?


At this moment in time I work part time with JDWetherspoons, and am a full time job hunter. My dream job would consist of me being able to be creative. One where I had something new and exciting to think about every day. I would row around the world twice to land a job as an ad agency creative. I love advertising, the thought processes, the passion and desire that goes into learning about the brands and products, then the immense feeling that must come with watching it come to life on a screen or billboard. You can continue reading about my advertising obsession on my other blog. I have also become fascinated with the idea of being a brand manager. I love the thought of being completely in control of one product and how it is perceived by the public. It is a job I imagine would fill me with passion for the brand I would manage and allow me to really get to heart of what the brand is. It would be incredible to watch your loyalty and passion improve sales or web traffic for a great product. 


If anybody would like to offer me some experience in jobs of this nature, or offer me admin roles in any of these industry's, (which would be amazing) please don't hesitate to drop me a line at sayhello@leannedonaghy.co.uk. Otherwise, I will continue with this blog and monitor the progress of my job hunting skills.