🔲 reflective journal 🔳 - 💁Milka

Master of International Design Marketing and Communication Unviersity of Huddersfield

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Here Are the Most Effective Ads of 2014 (So Far)

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How to get a job in advertising: MD of BBH London, Charlie Rudd, says the industry is hunting for diversity

Formal qualifications are becoming less of a requirement and the market is broadening its view on the skills and attributes required to keep ideas relevant to consumers and brands: "The sort of talent we're looking to bring in is from a much more diverse background with more diverse skills and experience,"

"Increasingly, we're looking for young people with technology skills, who can do interactive design or user experience, and those narrow bounds of where you used to look feel inappropriate now. It doesn't mean they're wrong, they're just too exclusive. As an industry we're no longer so fixated with whether or not people have a degree, it's more about their intellectual capital and ability to help build interesting ideas."

BBH runs an internal recruitment scheme, Homegrown, to attract and develop young talent at the agency, but while the country in the thick of its digital revolution, Rudd says its important for those seeking a job in advertising to remember the core values of the trade.

"What is always going to be the premium and the added value our industry generates is an appreciation of ideas to help brands connect with consumers. We can argue about everything that's happening from a technology and media point of view but that is still the most important thing that you must love and want to be connected with," he said. "The most important thing in our industry is the ideas we give our clients, that's where the value lies, and we look for people's appreciation and ability to help create those more than anything else."

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<Ads Inspiration>

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May summary

It's been a long time I haven't update my tumblr, so I's like to briefly summaries the process I've done so far since the launch of final major project. 

Firstly, RSA competition. We've done our finalist competition at 22nd of May in London, it was great experience for me. Even though we haven't win the awards but we had a good feedback from the judgers. Also, we done the project only 4 weeks before we became as entrance shortlist, I'm so proud of it. I've learned a lot of things from this team work and I've learned a lot from Stephen, how to be a good leader, how to make a best efforts in the work. Stephen still working on the project, I hope he could create a good result. As Mark (ECD) said, idea is the king, good creative people are believe that technology should lead the idea, should be the way around. So first of all you need have the idea and then you can married the great technology to it. So I believe Stephen's idea is brilliant, it just need time and money.  

Secondly, literature review. Not finish yet, as Katie suggested me, I can not write literature review without doing interview. And then I realised that I should continue my interview and literature together. Through the literature review writing so far, I got more and more clear idea of what I'm going to investigate my own research, and what theoretical framework existed that help me to contribute with my dissertation. 

Thirdly, Interview. I almost gave up the interview since I was refused by tele-interview from the agencies, and none of agencies that I sent interview require has response me. I felt frustrate at the time, until Katie remind me to carried on the interview. I realised I need push more hard to get in touch with agencies and people, so I kept my eyes not only at the contact info shows on their website, I started to find the people work within the agencies. So I found the individual info in Linkedin, however, I need to subscript the annual options for 22 pounds more one month. Again, I wanted to give up at the moment. Few days later, I enter into one agency's twitter, from that time, I started to use twitter to contact people. The result was good, I contacted many people, I'm so appreciated that they give the opportunities to me. Some asked me if I could send the questions by email to them, and some just reply my questions directly. Mark, the executive creative director who allowed me to interview him in person, it was a great help to me and I went to London this week, we had a really good conversation. 

then, update my portfolio at Linkedin, AboutMe. Its a good way to brand myself, get more opportunities for interview and let people who I get in touch are get to know more about me. 

The plan of next month:

1, Finish literature review before 10th of June, 

2, arrange the answers from interview, and begin to write research methodology and analyse. 

It will be a busy month in June, and I would like to finish the dissertation at the end of July, than start to find the job in advertising agency. 

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http://tbwa.com/disruption-media-arts/

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final project working process so far - Literature review

It has been a long time didn't upload my tumblr, I was writing literature review since last module at the end. It was quite a busy work, but also I improved my ability not only for writing level, but also enhance the capacity of information seeking, which to identify a set of useful articles for my literature review. However, the literature review should develop step by step, not just I quickly finished them in a short period of time, I realised it, so during the easter holiday, I rethink of my thesis objective, and reread my pervious literature review to find the gaps of development. In this stage, I'm still contribute my literature, and hopefully I will finished it in this months. 

At the end of last module, the change of 'business model' with my thesis topic, but I don't think it appropriately to refer what I want to explore, even thought I understand why Katie suggested me to do it. To be honest, I'm not very well in business part, and also I was thinking by time to time, it still not really about what my dissertation aims for. So emailed Katie and write down what my consideration , she agreed with it. Therefore, I spend time to make the dissertation topic more clear and specifically in this term. I rewrite the aims and objective of my dissertation. 

Go back to the 'literature review' I think it helped me a lot when I throughout the journal articles reading. It makes me more academic thinking, give me a great direction of what I am going to do. 

There are two literatures I found last time and I read them currently, Grabher's research should be the central basis for my discussion (so it is important to get the original Grabher work for my literature review). What a coincidence, when I read through 'Technologist in the core creative team of advertising agencies', the author also mentioned Gernot Grabher's founding. Which is the three different 'logic' in advertising agencies. What's more, the author make the point of 'technological logic' based on Grabher's work as well. The overall article content that similarity of what I would like to explore perviously,  and it clearly aimed and structured his/her research.

According to Katie's suggestion: The 'logic' is the academic framework should centre my discussion around, making reference to the fact that this Swedish paper has done so, and that the work presented in the Swedish paper provides a basis for my study.  The work in the Swedish paper is very similar to what you have proposed, but this is not necessarily a problem. This has been focused on the Swedish industry, whilst I'm are looking more globally. 

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The work was written and art directed by Paul Robbins and Sam Turk. Matt Oxley was the creative technologist.

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Our diverse team of multidisciplinarians – strategists, technologists, creatives, social media specialists, storytellers, brand custodians – understand how to adapt with changing market trends to create brand stories that consumers can relate to.

Our approach to advertising is not necessarily to come at it through advertising. Instead, we leverage trans-media creative solutions that combine utility tools, entertainment platforms, social content, mobile marketing, etc to connect with a new generation of consumers. Strategy-led, we work with top brands to dig deep to uncover strong creative insights that can marry their business objectives with the needs of their consumers. As a result, we are able to create comprehensive solutions that stand out and engage with our target audience. 

This article was first published on campaignlive.co.uk

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Commuters at a London bus stop have seen alien invasions, monsters from the sewers grabbing pedestrians and tigers running down the street as part of an elaborate advertising campaign. The optical illusion was created by combining video footage from a camera mounted on the rear of the bus stop with pre-prepared special effects. Click's LJ Rich reports.

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Ballantine’s tshirtOS. A flexible, washable, digital t-shirt that rejects borrowed statements and lets you wear who you truly are.

Originally a concept shared with the Ballantine’s audience, then a prototype put through its paces in London, Sao Paulo and Mexico, now a manufacturable product built for scale and everyday use.

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Ballantine’s LAI Airport Installation

Adding Innovation and Digital Style to Travel Retail.

Whilst an airport strips us of our identity, Ballantine’s LAI seeks to remind us of our creative selves. A passport photo of tomorrow. A reminder of what it is that makes us unique.

This brand led installation consists of a 2.5 m high pod, powered by Microsoft Kinect, with three screens, infrared and digital cameras and photo imaging software.

Able to capture the traveler’s body – their clothing colour, motion and proximity – it creates a live, algorithmically generated reflection, a unique digital ID.

This impression is uploaded to a gallery, here, and travellers can publish their profile socially from there. They’re then able to discover their own drink at an iPad powered bar, and leave with a personal blend of Ballantine’s to Leave An Impression on others.

Originally in beta in 2012 at Schiphol, August 2013 saw LAI landing in Zurich bigger and better.

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Individual tutorial reflection

In terms of learning agreement, I've change the title from "team collaboration" to "business model", as I considered it will be change the direction of my dissertation, but Kaite gave me some suggested that different ads companies do different things, these example is business model. and I don't even research "business model' in my literature. I can exploring in my own work. 

In terms of thinking the role of creative technologist, the creative technologist is emerged because of the business model. Therefore, in terms of thinking about how I develop business model which responds to the adoption of new technology, and creative team can be part of business model, how companies structured it's self to be able to adopt this new technology. I don't need to move any thing about what creative technologist is. 

The other topic which part of those interested area, in the end of dissertation there will be a space in the end, talk about the other things I've identified really interested questions arise in the kind of idea for future work. So there always a section of what other things arisen during the process. We not learning about everything, we are getting master, become more expert within. So I cam make notes of the interesting things, and explore it later. 

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1. There will be a mega merger of programmatic and agency sales teams.  2. Brands will shift significant investment to programmatic 3. Content marketing will scale programmatically.  4.‘Big’ data will become ‘transparent’ data.  5. Beyond the cookie targeting becomes crucial.