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UPGRADE

Jessica Mullen, Head of client service.On managing client interaction andproject management.

Pay no attention to the man behind the curtain

Jessica Mullen, Head of client service.On managing client interaction andproject management.

How does it all work?

To a student the world of agencies can seem amazing but daunting, we create mad cap ideas like drum playing monkeys to sell chocolate and all the wonderful interactive experiences you talk about with your friends.

It can be a bit daunting, do you have the courage, heart or brains to work in place like that. Fact is, its only when a team works together that great things happen.

The big idea

There are many career choices for students, for those that want to work in an agency it’s incredibly important that they understand how the skills they learn at university fit into a team.

We wanted to give that opportunity. Not a placement, not a competition, actual experience of every function in an agency. What everyone does and how we do it.

What we did nextWe approached Napier University and said we wanted to change the way we as an agency thought about student placements.

Based on these six steps

We got our wish

Through a form on facebook thirty five students applied stating why they thought they should be chosen. We chose ten to come to the agency every tues night at six pm for two hours.

1.THE CLIENT: Plastic surgeons

2.THE PROBLEM: Breast implants are seen as tacky

3.THE INTENT: Change perception and increase queries about breast augmentation among affluent and influential members of society

KNOCKERS

Agency life condensedIn an agency winning work is extremely important and the pitch process is the greatest example of the team coming together.

From the estimated cost, to the time needed, the research, the user testing, the technical approach, the expected return on investment and finally the big creative idea.

If you don’t get them all right you wont win the work.

We set each pair a brief, simple, though provoking briefs and six weeks to present their bid for the work.

The only restrictions where the budget (50k) and delivery date (8 weeks).

6pmRealise talk

7pmExternal talk

8pmHelp with

brief

Insight and help

Each night there are two talks, preferably someone from the agency in the first hour and then an external speaker in the second. Then if the students wanted to talk about how they are getting on with the brief they can stay behind.

If they need help through the week they can post questions to a facebook group or basecamp, which is viewed by everyone in the agency.

THE SPEAKERS

Client service

Jessica Mullen, Head of client service.On managing client interaction andproject management.

Planning

Rob McLeod, Head of planning.How to plan and gain business insight.

Technology

Jon Tonberg, Chief Technology Officer.On the role of technology in defining andcrafting digital solutions.

Pitching & creative process

Don Smith, Creative Director.Talking about pitching, how to do it well

Digital design

Dave Ward, Dept Creative Director.A case study on the design and thinkingbehind film4.com

Usability

Chris Rourke, MD of User Vision talking aboutthe importance of user research and testing

Clients

Ian MacKensie, Commissioner at Channel 4On commissioning creative work across TV and Digital

WEEK TWO WEEK THREEWEEK ONE

TASK SET: Research your brief & generate initial ideas - Write an interpretation of the brief

Hour oneIntro & agency overview

Hour twoSetting the brief

Hour threePlanning

TASK SET: Plan your project, define your budget & research

your users

Hour oneEstimating (time & cost)

Hour twoDreams of a client

Hour threeBreakout sessions

TASK SET: Scope your idea technically, define the idea

Hour oneShaping through tech

Hour twoReal project example

Hour threeBreakout sessions

WEEK FIVE WEEK SIXWEEK FOUR

TASK SET: Work on creative, develop a proof of concept

(Doesn't have to work)

Hour oneThe industry & whats next

Hour twoMarketing in a large org

Hour threeBreakout sessions

TASK SET: Pull all your work into a pitch document and

presentation for the final week

Hour oneCommissioning - Ch4

Hour twoHow to pitch

Hour threeBreakout sessions

PITCH NIGHT

30 Minute presentation

10 Minute questions

THE WINNING PITCH

1.THE CLIENT: Plastic surgeons

2.THE PROBLEM: Breast implants are seen as tacky

3.THE INTENT: Change perception and increase queries about breast augmentation among affluent and influential members of society

Natalie and Jamie worked on the ‘Knockers’ brief.

They realised through research that women are more concerned with what their friends will think, rather than cost or health.

With this in mind they created a mobile app that allows the user to take a photo of themselves and change their breast size. The user can then share with friends or as a fun task when with friends.

It also integrated clothes and culture to make the experience more playful.

KNOCKERS

The idea

User research

The team created example users based on their research

Timing plan

They created a detailed timing plan from concept to launch

Detailed costs

A full cost breakdown by staff resource was created

Impact

A supporting social media campaign and expected reach was estimated

LOTS OF CREATIVE

The team put in a real effort to show how the campaign could grow, from mood boards to blogs to stands in shopping centres. The proof of concept was a video showing the functionality of the application.

View this video on you tube

The winning team recieved iPads

“Up-Grade has been an amazing experience. During the last six weeks I’ve gained a real feel for the practical side of what it would be like to work in a digital agency and have learnt far more than I could possibly have imagined. I’ve also been very lucky, as the experience has opened doors for me within the industry, and has subsequently landed me my first full-time creative role with Tesco Bank.”

Natalie Jones

WE RAN AN ANONYMOUS QUESTIONNAIRE AFTER UPGRADE ENDED

What was your view of working in agencies before Up-Grade and has it changed at all?

Slightly intimidating. My view has definitely changed.

I didn't really know much, but I loved the community about the agency and everyone seemed to be happy to help, which is great! I now know I want to work in a team like this.

I hadn't realised how tasks are split in an agency, it was also very interesting to see the general workflow in an agency and work with a budget which doesn't apply to university projects

I didnt know what to expect in how an agency works. It has changed hugely in term of budgeting and planning and particularly the creative side of it too

”“

How would you explain Up-Grade to another student?

A really valuable experience worth taking part in. A great insight into the profession.

Up-grade, everything you need to know about the real world industry.

Best way i can describe up-grade to another student, is that up-grade is the chance to gain a lot of agency experience in a small amount of time, and a great opportunity.

”“

THE STUDENTS HAVE ALSO USED THE EXPERIENCE TO GIVE THEM AN EDGE IN FINDING WORK.

THERE ARE BENEFITS FOR THE AGENCY TOO

Positive PR in the industry

• Staff motivation and pride within the agency

• High quality recruitment method

• Be the agency that students want to work at

• Give something back to the industry

• Retain talent in the local area

Planning

Thank you

Dave Ward - Deputy Creative Directordave@realise.com