Agency visits

Last month this year’s newly foreign recruited Future Media students repacked their bags for a three-day trip to the hub of British advertising and where it all happens: London. Six very different agencies, from award winning giants to small independent start-ups, had generously invited us to visit them and see for ourselves what agency life is all about.

agencies

With every student coming from a different background and prsuing a more creative or more strategic career, our opinions varied as we tried to define our key take-way of this trip.

 

Nelson Barnica, Honduras

“15 students, 6 agencies, 3 days and 1 take-away…sounds like the intro to a reality show. At the end of the 3 days we all survived (pun intended), and I think everybody got something out of it, be it positive or negative. In my case, my key take-away was a reassurance that I made the right decision for my career path but also left one thing clear: if I want to be in advertising and in the UK, I have to work, work and work at it but also have fun.”

 

Eva Witschi, Switzerland

“The four days we spent in London were intensive and interesting. On the one hand, it was very insightful to see how these different agencies work; be it their methodologies, the work they produce or the atmosphere in their office. On the other hand, we got a glimpse of the advertising market in the UK. Of course, we have only seen a handful of agencies, which is in no way representative, but for me it was interesting to see the difference between Switzerland and the UK. Seeing as the UK advertising industry is one of the most creative and renowned in the world, London week has definitely encouraged me to stay here for a while.”

 

Halldís Guðmundsdóttir, Iceland

“After our agency visits in London I learned a lot about how agencies work and I enjoyed seeing some of the projects each agency had done and hearing about the development of the idea and work; how long the whole process took, how many people worked on each project, how it was executed etc. Visiting these agencies kind of made me want to take courses that would help me get more into the tech world and understand it better, since it is clearly the present and future in agencies.“

 

Han Xiao, China

“Throughout the whole week, I realised that advertising and marketing are significantly dependent on each other. The fancy and interesting creative commercials audiences watch on TV are based on a lot of research, data and evidence. To be able to work in the advertising industry doesn’t only require creative thinking, but also logical analysis and the use of methodologies to reach the most essential audiences and position for brand. In this case, I think the one takeaway I value the most is the importance of research behind every campaign.”

 

Halinh Truong, Germany

“If I had to describe London week in one word, it would be “inspirational“. Every single agency took their time to welcome us into their world and I was overwhelmed by their great stories, passion and the love they put into each project. What inspired me the most was their ability to turn simple data into successful campaigns. AMVBBDO and Red Bee Creative, for example, impressed me with their willingness to go beyond the pale and take campaigns to the next level. Found, as a digital performance agency, gave us so many useful and interesting insights and Seenit welcomed us with their young and fresh spirit. Getting behind-the-scenes of it all, definitely fuelled my passion for the creative industry.”

 

Bianca Pryce, England

“Agency week was very insightful – visiting some of the agencies reinforced the importance of having a strong grasp of the clients’ brand. Although obvious this ensures consistency since the creative process doesn’t stop. Consistency is the key to the success of a brand and creates longevity. One thing that resonated with me personally was that it’s ok to use failures as leverage to re-create an idea or access opportunities. Both Ed of Seenit and Luke from Found touched on this; I will certainly bear this in mind as I pursue my career.”

 

Kaurwakki Gautam, India

“The importance of having the right work environment was one of my key take-aways. Lambie-Nairn for example told us that they value all-inclusiveness in creative brainstorming sessions, from the admin to the strategy department. They believe everyone’s creative opinion can spark a successful campaign. Freedom is one of the necessary elements to creative thinking.  Certainly, spending more than a few days with an agency would be extremely useful as it would give us the opportunity to be a part of inspirational ideas. And for me personally, this would be a dream come true.”

 

Alejandro Lopez Manzanera, Spain

“The London Week was a very interesting experience that I would recommend to anyone. All the agency and company visits helped me to get a glimpse of how things are done in advertising here in Britain. These agencies are at the cutting-edge compared to their Spanish branches and learning more about their methodologies was really illustrative. I’m looking forward for our next agency visit, hoping to see a more Mast of Science approach on them to help me in deciding my path.”

 

Marie Adeyelure, Nigeria

“My one takeaway was that the ‘BIG IDEA’ doesn’t just happen; it’s a result of some serious research and strategy gathered and executed using strategic methodology to drill down to what is really important. Every agency we visited had its own specific methodology which it used to  produce the creative execution of ideas that blow us away when they’re rolled out in TV ads, social media and experiential marketing campaigns. One thing was clear; while good creative work looks like magic to the viewer, there’s a science to it.”

 

Yasmin Ibrahim, Somalia

“It was very interesting to see how these big agencies work… well some more than others!! My two favourite agencies that we visited were FOUND and Seenit. FOUND gave a very informative presentation in what they do and why- I noticed that smaller agencies have more passion towards what they’re doing and I really liked that. My main take of the whole trip is that if I had the opportunity to choose between working in a big or small agency, I would pick the small one.”

 

Fanny Tacheny, Belgium

“During our London week, I collected great memories. My favourite one was certainly the presentation at the start-up „Seenit“. Hearing the founder herself talk about her vision was above inspiring and built up a desire in me to actually start my own business in the future. I enjoyed all the agencies and the presentations, but the passion and love at Seenit and the idea to create something from scratch – that is what I am looking forward to. Maybe someday, I will have the opportunity to welcome students myself and tell them my own story.”

 

I-Hsuan Liu, Taiwan

“This is the first time I was involved with the digital marketing industry in the UK. It was a nice experience to visit real agencies in London. We could understand more about local advertising, culture and campaigns. I am interested in their work and work environment. Some had entire departments to create their innovative products and satisfy client’s needs. Visiting different agencies inspired me to further deepen my understanding of the use of technology in advertising.”

 

Eleni Los, Germany

“Being one of thousands of marketing students in the UK can be quite intimidating at times. Carefully peering at other student’s creative portfolios and work experience makes you question your own abilities on a regular basis. But when asking these ad agencies, including major players such as Ogilvy, what skills they were looking for, they didn’t talk about adobe cc or your postgraduate degree. Without exception everyone replied that first and foremost “you have to be a peoples person”. Because no matter how talented you are, you’re going to work together with other people constantly and if you’re unsure about how to do something, someone else might know. And that is something that really stuck with me.”

 

Yu-Wun Wang, Taiwan

“It was a definitely an irreplaceable experience for me visiting these six agencies in London. We didn’t just look around their office, but we had a chance to gain a further understanding of their work. Because they were so different, it was really great to hear their core values and the methodologies they are applying. Additionally, this experience inspired me to learn more about digital marketing to get a chance work with them in the future.”

 

Tape Thititorn, Thailand

“L – Lucky
O – Opportunities
N – New
D – Dimensions
O – Of
N – Nonstop
W –  Wealth
E –  Education
E – Excellent
K – Knowledge

London Week 25-27 October 2016”

Agency visits, Team, Uncategorized

Future Media - London Agency Week

The newest recruits at the Agency got to spend 96 Hours in London to gain insights into the digital marketing industry and network with like-minded professional. This is part of the induction into the agency, 6 of the top digital marketing agencies were visited during this period. The new recruits would share their experiences through the next series of blogposts.

To share the experience on social media the Hashtag #FMLDN2014 was created. A total of 80 tweets including pictures were recorded under the hashtag top influencers of the hashtag were:
@Jackg132-28mentions
@Ad340soye-25mentions
@Qrious85-20 mentions

There where noticeable strategic brand placements on products and service around London which would definitely increase TOMA (Top Of Mind Awareness) scores for the respective brands, the ones that stood out were MasterCard, with the branded plastics sleeves of the oyster card and Virgin who provided Wi-Fi during transit on the underground.

Here is a list of some of the apps that came in handy during the London visit.
Twitter, Google maps, Gmail, Tube map, Foursquare, Instagram, Tinder, Qr-code reader.
Embracing one of the trends of 2014 in digital marketing Social Mobile Location marketing (SoMoLo), we used location based social platform foursquare for check-ins and to get recommendations of places to visit in whichever area we where, we visited the Halcyon gallery on Bond street where we saw an original Andy Warhol “Mao-Zedong” and unlocked the Andy Warhol badge on Foursquare.

From the previous blogpost on the introduction to the new recruits there is a diverse cultural background and we got to experience a bit of each others culture we went to a halal restaurant for dinner and we all tried hummus- Hummus is a Middle Eastern and Arabic food dip or spread made from cooked, mashed chickpeas blended with tahini, olive oil, lemon juice, salt and garlic.

We also had some home cooked Vietnamese meal courtesy of our personal chef- @ThanhHoaHoang

Stay tuned for next weeks post on The Rise of Social Video – Unruly & Social Partners.

Agency visits, Team, Uncategorized

London Agency Week

Unruly

Unruly home of social video-Unruly is the leading global platform for social video marketing and works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media channels.

At Unruly there are specially designed software’s used to turn target audiences into engaged viewers and engaged viewers into customers and advocates.

Brands can predict shareability with Unruly Labs, activate the Open Web with Unruly Activate and prove social ROI with Unruly Analytics, a cloud-based dashboard providing real-time competitive benchmarks across 6 billion customizable data points.

@Mightybarnski also shared Dr. Karen Nelson-Fields 7 steps for social video success

  • Make it emotional- videos that elicit a strong emotional response either positive or negative are twice as likely to be shared, positive responses are 30% more likely to be shared.
  • Be positive.
  • Focus on personal triumphs and weather instead of cute cats and celebs.
  • Little branding.
  • Don’t under invest in distribution.
  • Exhilaration is the most successful trigger when recalling videos with 65% recall rate while hilarity is second at 51%.
  • Quality reach is key.

The group had the opportunity to use the unruly social lab to carry out a share rank test on the @PouPurrie Video which you can watch here:

In the Unruly social lab, videos are ranked on the level of various psychological responses such as(Exhilaration, Hilarity, disgust etc) and the level of social motivation such as(shared passion, shared emotional experience)

The famous viral video chart was created in 2006 by Unruly, the viral video chartis a list of the most successful social videos based on number of shares

While at Unruly we were informed that their employability skills are mainly behavioral and coded into the acronym PANDA (P=Passion) if you know the rest of the letters kindly leave the answers in the comment box.

After visiting Unruly media in shore ditch we walked through Brick Lane- where we saw some street art such as, Belgian artist ROA’s famous crane on Hansbury Street as well as other art installations.

We stopped at the famous Beigel shop- where we had a bite to eat and we can confirm that their bagels are pretty much one of the best.

Our final stop on Brick lane was the Spitalfields market, which wasn’t too busy because we were there on a Monday but we got an idea of what the place would feel like at the weekends.

Next stop was Social Partners

Social Partners- Grey London+ Gray EMEA

Located on a busy street and surrounded by sophisticated jewelry stores, The Social Partner is out next stop. Unlike Unruly that its office resembles a bee hive, The Social Partner building brings out the professional atmosphere with its elegant and beautiful office design. Welcoming us is an Asian guy named Kwai Chi – a representative for The Social Partner, and our journey was even more remarkable with another interesting experience.

We were taken part in a 3-hour presentation, in which a lot of information about the recent world’s trends was mentioned. However, the fantastic thing about The Social Partner was not its presentation, but the presenter himself. Imagine you’re sitting inside a 3D theater, putting the 3D glass on, and now enjoying our lively world from a totally different point of view.

What is the definition of social media in your opinion? Spending time hanging out with friends on Google Hangout, replying non-stop on you Facebook post, tweeting news that amuse you, or simply staring at your computer screen watching some dudes making vlogs on Youtube? All of them are drawn into a mere conclusion for normal social media definition: entertainment. However, the presenter Kwai Chi showed us a different definition for it: social media equals social marketing. Put it simple, making money.

Forget about wasting tons of trees, ink and especially money to produce brochures, forget about asking those sales for the quality of products since you clearly know they’re only telling how good they are and why you should buy their goods, it is Internet era, and we do things on the Internet.

Kwai Chi is one of the leading people taking advantage of those free social media platforms to build up their own brands. Starting making video about racism on Youtube, this Chinese guy soon recognized the power of video content thus he began making videos on reviewing household products, health gadgets, foods and quickly became well-known on the world’s biggest video channel. He criticized those companies for their products (according to his opinion) and then now ends up working for them. A huge number of products from various companies are now day by day sending straight to his home and his work is to making a review video for them. That’s how he makes money from what we called “entertainment”.

Curious already? Here is the introduction video of Kwai Chi

Furthermore, he analyzed the main trend of social media world nowadays, from Social Mobile messaging, Rise on mobile local (SoMoLo) to wearable hardwares (i.e: health monitor in an eraser’s size) and then introduced us other Youtube-er who also use social media for personal brand’s marketing strategy.

Pewdiepie – game reviewer, most subscribed channel on Youtube, and his work is to reviewing new games (of course) and swearing (sad but true). Yet the number one position on Youtube is him. This video is his review about the game Flappy Bird (this is a Vietnamese product, rise of the Asians!), you can have a look here:

Dude perfect – using social media for marketing. They combine interesting sports themed content with brand in order to promote them. Eating Pringles and doing a lot of nearly-unbelievable sports with Pringles box container and pingpong ball, Dude perfect has done a good job of increasing the sales of Pringles and polishing its brand name, along with Walmart (one small screen and that’s all, sad but true again). You can watch one typical video of them here:

Kwai Chi also mentioned about the rise of Asia. Heard about LINE? Yes, Japanese product, Brown the Bear and Cony the Rabbit. WeChat, Weibo? Here comes the Chinese. Asian countries are trying their best to catch up with their senior European countries in the technology competition. And those three products are the evidence of their efforts.

At the end of the day, we came back to our apartment with mixed feelings and opinions about what Kwai Chi presented, but we can assure one thing that if he can succeed with social marketing, we know we also can.