what i have learnt - internship exprience report part 4

What I Have Learnt

Internship Experience ReportAdvertising Professional Practice II

Ran YuInternship Experience ReportAdvertising Professional Practice II

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Ran YuInternship Experience Report

Advertising Professional Practice II

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During the 21 days internship in Ogilvy Qingdao Office, I participated in their working process and mainly acted as an art director to communicate with the Haier Group. Within the advertising landscape, I learnt so many things not previously taught at university in terms of the improvement of my art directing skills and communication capacity, and also to be able to work under the tight pressures as well as the understanding the uniqueness of Chinese advertising. However ,the suggestions for my future career came from my supervisor Rainy Zhou – an outstanding female accounts manager and strategy planner in Ogilvy. I perceived as the most valuable

experience learnt from my internship.



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The development of my art directing skills is not only based on my software utilization and advertising producing but also the tips gained from the senior art directors about how to execute art direction in a

more efficient and effective way.

For example, in Ogilvy Qingdao Office, art directors did not spend time on drawing or shooting photos. The images they used came from their cooperative Chinese image databases. I was amazed to see that these databases consisted of all quality images which are usually in need when processing print

advertisements.



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Communication capacity in Ogilvy Qingdao Office was perceived as a priority, and both listening and talking were encouraged in this workplace. Only new to the office, I found it difficult to contribute to the team immediately. The reason being that I was not familiar with the client in terms of the global home appliances market, the direct competitors and their

preference of strategy.

Therefore, I spent much time on understanding these factors. A huge number of inner resources were generously shared by my colleagues and I asked them many questions in meetings or personally. The experience opened my mind and the communication

in the office strengthens my insights.

In the office, it is so important to build up intimate and harmonious relationships with colleagues. Usually these opportunities develop after receiving colleague’s feedback and suggestions. I believe that people joining the industry should regard this as a

top priority.



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During my 21 days internship, I worked under stressful conditions frequently and we usually carried out more than three projects continuously. Rolling up an IMC communication strategy in five days and working overnight made me tired and I found it difficult to focus on my work. To relieve pressures I stood up and left the office temportarily. This refreshed my mind while brainstorming. Moreover, I undertook yoga to benefit my health after work. This ensured my work life balance was a priority. I consider this an important entry into the Chinese advertising industry. And also it is vital for people who are looking for opportunities to intern or to be

employed in China.


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The last three years has seen the expansion of IMC campaigns in the Chinese advertising industry.

In China, the clients, such as Haier Group are more likely to ask for integrated strategies in order to advertise their products or services. They emphasize a need for creative ideas and to execute them with a very generous budget. For Haier Group, they spend more than a hundred million yuan (roughly 15 million Australian dollars) on the communication industry each

year. Nowadays, advertising strategies can be undermined by the requirements from a particular client.

Three years ago, advertising campaigns were based on the advertisement production instead of creativity and strategy. The basic work for art directors was to visualize the images via their computers. I experienced this when I worked in a small

advertising agency in China in 2009.

This rapid shift was recognized by my supervisor Rainy Zhou. She faced the changes in the Chinese advertising industry in last ten years. She interned in a Taiwanese advertising agency in Shanghai after her university studies, and then she was hired as a junior art director. Zhou has achieved her career objectives and since became an outstanding accounts manager

and a strategy planner in Ogilvy Qingdao Office.


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Zhou supervised and helped me to find the right direction in the 21 days internship. She guaranteed my art directing skills and acknowledged my contributions to their work. She suggested that I became a strategy planner in the future. And she recognized that what I had learnt at RMIT University in Australia is more related to strategy planning from a Chinese perspective. Outstanding strategy planners are in need within the current Chinese advertising landscape. Compared with art direction, strategy planning particularly the plan of IMC campaign, is a combination of marketing analysis, creative thinking and efficient communication with the client. Zhou pointed out that becoming a strategy planner in the future would bring more possibility for me

to explore my career globally and that rewards could be most profitable.




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Based on Zhou’s specialized suggestions and my personal thinking, I arranged my career

objectives and listed them below:

Continue to study for Master of IMC in America after bachelor degree

Creative strategic work in a global organization

Work in the field within a number of the organizations to learn skills on the job across multiple industries

Short courses to refresh my professional knowledge in areas such as marketing, business management

and information technology

To continue social and professional networking to maximize possible professional outcome

10 years to set up my own business

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Internship Experience ReportAdvertising Professional

Practice II

what i have learnt - internship exprience report part 4

Documents

chinese advertising

advertising campaigns

advertising strategies

taiwanese advertising

small advertising agency

strategy planner

communication industry

basic work