Guest Lecture by Ben Fettes: Co-Founder & Head of Strategy at The Lumery

The Advertising & Digital Media students at Macleay College Melbourne were lucky enough to be visited by Co-founder and Head of Strategy at The Lumery, Ben Fettes. The Lumery is a full-service customer experience agency that specialises in marketing and advertising technology. They make the connections between people, process, data and technology.

Ben spoke about how he started out creating his own agency and how The Lumery works. He mentioned that he first studied  Marketing & Advertising but left university early and took an extra 6 months gap until he landed a job at Clemenger BBDO Advertising Agency in Melbourne.

He and a friend often joked about starting up their own agency and working by their own rules. One night after a few too many drinks, they decided to turn their jokes into a reality. They knew everything was on the line, but they were willing to take that chance.

It took a bunch of sleepless work nights to get to where they are today – a year and a half later from their original idea at the beginning.

Ben gave us a sneak peek at what The Lumery can do for their clients. It was quite interesting to see all the website data that can actually be seen from the client end. It was also a little bit creepy to know that all that data is kept forever and that someone can see exactly what we are doing and what we are looking for.

It was interesting that they can also personalise sites for the consumer that is online at any given moment.

It was super cool to see what goes on behind the scenes and all the strategy that goes into it. Being able to find out all the different aspects of an agency really made us all excited to see what is in our own futures in regards to working in agency after graduation.

We’re all super thankful for this opportunity to witness first-hand the ins and outs of the advertising industry.

 

 

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By Jasmine Tambouras
Bachelor of Advertising & Media

What if you could know these things?

What if you could get some sort of insight into the key qualities and skills an ad agency looks for from a Macleay College grad. What if you could understand in advance just how valuable an internship is within an ad agency – even if you’re not at first getting paid?  What if these answers were available ahead of time from the very people who make the decisions that help guide the future career opportunities for Macleay College grads? Wouldn’t knowing just these answers be very powerful career information?

Well, these and a handful of other questions were one’s I was able to ask of the Ad Industry at the recent Media Federation Australia ( MFA) “Lecture The Lecturer” conference in Sydney.  Along with my fellow Macleay College lecturer Cameron Horn the MFA took us on a journey of presentations and workshops that helped the educators understand what the ad industry requires for their grads of the future. For the tertiary providers, we were encouraged to provide feedback on how we work closely with our students to equip them with the skills, knowledge and industry experience to meet the challenges of the advertising world beyond 2018.

 

MFA Industry Panel Members
MFA Industry Panel Members: Steven Burt – UM; Danielle LeToullec – OMD; Marcho echo – Bohemia

 

The value of an internship

 “Anyone who has actual working knowledge of the industry when being interviewed for a job at UM has a considerable advantage and grabs our attention. As the industry grows there’s an increase in the needs for requirements of basic levels of foundation skills and knowledge of the ad agency industry.”
Gemma Beeley – Universal Media Digital Lead ; MFA Interactive Board member

Agencies take internships very seriously and encourage grads / students to be part of internships. As an intern you may not initially be paid a full time equivalent wage, but the BIG ground shaker is this:  Around 8 in 10 internships lead to a full time position. Internships lead to great workplace opportunities via exposure to the agency operations and eco systems.

 

The key qualities and skills required

What are those unique skills or qualities an ad agency requires as a minimum that sets you apart from another grad applying for a position in their company?

    • Passion – a degree of some sort combined with a knowledge of the industry beyond just the basics
    • Ambition – to do and go that extra beyond the degree. Get your own Google Certification; working pro bono on a campaign for a charity are just a start
    • Curiosity and initiative – At Macleay College we can train skill but curiosity and initiative goes beyond the trainable skills. Seek, look, follow, question.

 

The advertising eco system is changing

What did I learn from the MFA’s industry insights? Media agency roles have changed and continue to evolve with agencies now becoming consultants and advisors as well as solving specific client issues. Understanding the nuances of agencies, the fluidity of their roles and client requirements, then giving these understandings to our grads is vital across all areas of our Macleay College curriculum is vital. It’s something we strive to equip you with throughout each and every one of your learning experiences with us.

 

David-Rogerson
By David Rogerson
Lecturer in Advertising, Digital Media and Business Entrepreneurship

Great advice from Zurich

Dr Zimper is welcomed to Macleay by Head of Faculty, Ian Thomson and Dean, Bob Robertson.

Great to have Dr Martin Zimper from the University of the Arts in Zurich at Macleay College. Martin was the international course consultant for the successful development and accreditation of Macleay’s Bachelor of Digital Media, which will be rolling out new specialisation streams in Content Writing, User Experience Design, Coding & Analytics and Digital Entrepreneurship in addition to the Digital Marketing and Content Creation streams from 2019.

You can read more about Ian’s trip to Zurich to consult with Dr Zimper here:

https://www.linkedin.com/pulse/media-future-education-sydney-zurich-comparison-ian-w-thomson/

#digitalmedia #macleaycollege #digitalmarketing #entrepreneurship

Media Strategy and Planning at Bohemia

It was a pleasure to be talking all things Disruption with guest lecturer Award winning Strategy Director Rebecca Alexander from Bohemia Group.

The students toured the agency and then spent time with Rebecca talking about disruption in media with practical sessions throughout. Disruptive people, companies and media campaigns.

We have some brilliant ideas for pet food should any clients out there be looking for the next big thing!

Thanks to Bohemia for the kind hospitality and to Rebecca for the amazing and very real experience.

 

Rebecca-Hamilton
By Rebecca Hamilton
Strategic Media Planning Lecturer, Advertising & Media

Industry experts bring real-world experience to Macleay College

Macleay’s Advertising & Digital Media faculty has welcomed three new industry experts to its teaching staff as part of its commitment to industry-focused learning.

Beck Hamilton is media director at Bohemia Group, one of Australia’s most innovative media agencies. Beck has a passion for getting to the heart of communications strategy and working with all elements of media, in particular with performance digital channels, the latest technology and trading systems. After her previous roles as director of marketing, sales and publicity at Disney Australia and as senior strategist at Slingshot Media, Beck will be teaching final year bachelor students STRATEGIC MEDIA PLANNING. A Macleay graduate herself, Beck will be able to offer Macleay’s advertising and media students personal and practical insights for launching their careers in the media sector.

Toby Vervaart has developed the new CODING and APP DEVELOPMENT units for Macleay’s advertising and digital media courses. With increasing demand for graduates with expertise in these areas, Toby’s experience as technical director at The Monkeys (voted Australia’s Ad Agency of the year now for 2 years running) will be invaluable for Macleay’s students wanting to build their knowledge and skills in the creative application of technology. Toby strongly believes in the web as a platform for expression and creativity and enjoys learning and teaching new ways for this to be achieved through emerging technologies. Macleay’s students are lucky to have Toby guiding their way through the labyrinth of coding languages and App development.

Lorena Chiarella is partnerships director at UM Worldwide. Lorena prides herself on her ability to manage, coach and build strong team identities. Previously at GroupM, IPG Mediabrands and a manager at Maxus, Macleay is excited to have Lorena bring her enigmatic personality to teaching the MEDIA LANDSCAPE unit to advertising and media students. A few opening words from Lorena herself “I’m genuinely excited for the opportunity to introduce Macleay’s students to the world of media and share exciting work from the industry to help foster their passion in advertising”. A number of Macleay graduates have started their careers in media with UM, and we’re sure Lorena will entice a few more to make the move into media.

Macleay’s students benefit from our innovation and industry-focused approach to education through teaching from expert professionals, project-based learning and popular internship program. Rated one of Australia’s leading higher education providers for student experience and teaching quality (Government QILT survey: 2016 & 2017), Macleay College produces graduates who are industry ready and primed for success. For more information about Macleay’s advertising and digital media courses, click here.

DIGITAL PHOTOGRAPHY: THE POWER OF VISUAL METAPHORS

“A visual metaphor is a device for encouraging insights, a tool to think with” states Noël Carroll in his book Beyond Aesthetics. Looking around at some of the world’s greatest ads, there is little doubt that one of the most powerful ways advertising communicates a message is through visual metaphors. It is an art in itself. To strip down an idea to its essence, then represent this through a powerful and visually engaging metaphor, making it easier to communicate the message to an audience. Our Advertising and Digital Media students produce an original photographic visual metaphor in our Digital Photography classes.

The first challenge of taking a great photo is coming up with a great idea. In this assignment, students nominate a client, product or service and develop a photographic ad to solve a specific communications problem. After a series of lessons in digital, studio and lifestyle photography, students take an original photo and retouch and composite it with a headline, typography and a brand logo.

“The first step is to nut out the core message, then sketch out visual solutions. Taking the photo is where the executional expertise comes in” says Digital Photography lecturer Simon Cardwell.

Simon runs the Digital Photography unit at our Sydney campus. In addition to being an accomplished fine arts and portrait photographer himself, Simon embodies Macleay’s principles of delivering student and industry focused education with industry expert teachers, project-based learning and a hands-on approach to learning.

Macleay-College-Advertising-Media-Student-Work

Advertising student Ray Phan (now working as a Designer at We Are Social) wanted to surprise his audience. His visual solution for Kinder Surprise – a chocolate egg with a hidden toy, was to remind us that eggs have long hidden unexpected hatchlings.

International student Carlos Alcantara (now working at Magna Global) approached his casual employer Des Renford Leisure Centre and offered to create an ad to help clients get their ‘muffin top’ into shape.

Recent Bachelor of Advertising and Media graduate Sophie Robertson created a soft and beautiful image of firm, round peaches to discreetly create awareness around screening for breast cancer.

Macleay College Digital Photography class

After taking time-out of her creative career to start a family, art director Helen Metlenko wanted to up-date her digital skills, and in the meantime, found out she was a pretty keen copywriter. Her visual ad for Patrick’s Barbers was pitched specifically at their male clientele.

Sam Harley (most recently Junior Creative at Host) topped the Diploma of Advertising course, and also came up with this crafty visual solution for the craft beer bar next door to the college.

Callam Hanks always had a creative ‘outside-of-the-box’ idea for his assignments. This was a very unexpected solution to the visual metaphor assignment, comparing the cost of a new car to the cost of raising a child. The ad was specifically aimed at getting teens to rethink their choices around unwanted teen pregnancy. No need to say Callam has gone on to create some innovative and out-there solutions in his new job as Social and Content Manager at Infinity Squared.

If you would like to know more about the Digital Photography classes, part of our Advertising & Media or Digital Media courses read on.

The art of becoming an Art Director

When Rowan Slade started his studies, he was a self-confessed “guy from a beachie town who made cappuccinos”. This might sound familiar. Finishing school and moving into a career can often be daunting, but after a couple of years of study Rowan discovered the art of becoming an Art Director. Proof of his artistic talent was on display recently with his graduating project from Macleay’s Bachelor of Advertising and Media, where Rowan created an art installation that explored the tension between the fantasy and brutality of Reality TV. 

Rowan describes the humble beginning of his creative career behind the cappuccino machine on his blog: “It was here, meeting and talking to a variety of different people, that I learned the value of customer experience for a business. I thrived working with others but decided that I didn’t want to be stuck in the hospitality bubble.”

“My life has been consistently drawn towards the creative arts and I’ve been a performer since my childhood; refer to mum for videos. I moved out on my own to Sydney where I’ve continued to study and further my career. I’ve studied acting, film & media production and travelled aplenty – and it’s all these influences of working within and being around creativity that have driven me to work in the advertising and media industry; in particular, the ability to use my creativity to drive business.”

Rowan has a keen eye and a great sense of style, so even his early college projects stood out. One of my favourites was a brand he developed from scratch (excuse the pun), for a real-world client in his Advanced Digital Design class. ‘RuvBox’ is a pet care pack that Rowan developed a logo, packaging, magazine advertising and merchandising for.

Rowan’s branding project for ‘RuvBox’

Once Rowan got a video camera in his hand, he started producing some fun and quirky video content, like this engaging digital content piece with Sophie Robertson visualising the word ‘Joy’ in their Art Direction and Design class.

But Rowan hasn’t limited his creative talents to visual mediums, he also produced a great podcast on ‘TV Streaming’ in his Radio Advertising & Podcasting class with our award-winning radio lecturer Cameron Horn. Have a listen here: https://drive.google.com/file/d/1djurNOZl_p-Iw6hBbL5S2iEXRzRbL2_E/view

It was of course a highlight of Rowan’s time at the college to see him create a visual installation exploring his ideas around Reality TV. It was an ambitious project to take over a whole room; design and build a floral installation; contrast this with a broken television and image of a bleeding heart; and invite people to sit in the installation and share their selfies on Instagram.

Both Adam Ross, executive creative director at the projects* and the marketing consultant Louise Chamberlain, who sat on the industry marking panel commended Rowan’s courage and ambition in creating an immersive and interactive installation. The next challenge for Rowan is to make his creative mark on the advertising industry. Stay tuned.

Rowan presenting his major art directing project to Adam Ross and Louise Chamberlain.

Reaction

Instagram reactions to Rowan’s installation.

If you would like to see more of Rowan’s work, you can check out the creative portfolio on his blog here:

https://rowanjslade.wordpress.com/creative-portfolio/

Featured image of Rowan Slade and fellow Advertising & Media student Grace Cooper by Alana Taylor-Benn.

Macleay College offers diploma and bachelor courses in Advertising & Media in the campus in both Sydney and Melbourne.  For more information click this link.

Congrats to our latest AdGrads!

Congratulations to the graduating Bachelor of Advertising and Media students who successfully presented their Major Projects to a panel of industry judges.

Major Project is the capstone unit of the Bachelor of Advertising and Media and prepares graduating students as they launch themselves into the industry. Based on their skills and passions, students are asked to plan, manage and execute all the stages of an original piece of work, to a high professional standard. The project can be: creative (print, audio, moving image etc); a digital media project (app, game, web, video, animation, interactive, social media):  strategic media project; or a marketing or account management project.

The students proudly presented the following works:

MatthewFiacchi-SpectrumMatthew Fiacchi developed Spectrum, a queer wellness app designed to improve quality of life for queer people of all backgrounds. The app provides unique information and resources that help users connect, learn and navigate difficult mental health issues. 

ataylor-benn_DilemmialsDillemials is a positive psychology, social media platform for millennials developed by Alana Taylor-Benn. The platform encourages users to share their thoughts, feelings and anxieties within a supportive digital community.

 AdrianaKind_study choices app2Adriana Kind created a careers and study advice app for prospective tertiary students. The app assists young adults in finding relevant study information and career advice after graduating from high school.

Grace Cooper - Your VibeYour Vibe is a health and safety campaign targeted at young music festival attendees. The brainchild of Grace Cooper, the campaign addresses the topic of drug and alcohol safety in a fun and engaging manner.

Sophie Robertson - Foodface1Sophie Robertson developed FoodFace, a full-service food sharing app that helps people make the most out of cooking. The app encourages users to share recipes, advice, reviews and dining experiences.

Rowan Slade - RealityTVvsFantasy1Reality TV vs. Fantasy TV is a beautifully executed art piece for young women, that represents the contrast of reality and fantasy. The work was installed on campus by Rowan Slade, and encouraged audiences to interact with the work, by taking a seat and a sharing selfie.

The judges were blown away by the level of creativity and innovation showcased by these talented students and are excited to see what’s next for them as they enter the industry.

If you are interested in a career in Advertising and Media, Macleay College is currently enrolling for the trimester 2, starting on May 28th.

Click here for more information.

“FALL IN LOVE WITH A PROBLEM, NOT A SPECIFIC SOLUTION.”

This statement by Laura Javier has been front-of-mind as we explored Opportunity-Based Learning (OBL) in the Creative Process unit as part of the Advertising & Media course at Macleay College, culminating in a creative pitch to the Creative Director, Cherie Davies of Sudler & Hennessey.

The creative solutions – borne from a fast-paced OBL workshop – were well-received by Cherie who recognises the value of responding to a ‘problem-based’ question as it requires us to dig deeper to uncover a clear insight.

During the 1-hour workshop, the small cohort of students researched the question posed; determined an insight; and reframed the original question with this insight. The workshop included empathy maps, triangulated research, user-centred design and design thinking techniques.

The students then worked in groups to develop their prototypes and iterate their concepts. They were grateful for the opportunity to present their mixed media campaign solutions at the Sudler & Hennessey advertising agency in Sydney.

“Presenting to a Creative Director of Cherie’s standing was a daunting yet beneficial experience and the feedback we obtained was invaluable – not only to the current assignment, but also how I’ll approach future campaigns”, said Macleay College advertising student Jamie-Lee Carter.

Cherie shared a snapshot of her stellar career journey since completing Award School in 2006, then offered some useful tips, especially in relation to hunting through creative briefs for the kernel of an idea, and the importance of a key insight and big idea that can be extended across multi channels and executions.

Recently nominated to Judge at Cannes Lions* 2018, we’re extremely grateful for the time Cherie invests in our programs at Macleay. Our partnership with agencies like Sudler & Hennessey supports our commitment to preparing our students for purposeful employment in a VUCA (volatile, uncertain, complex and ambiguous) world.

*Cannes Lions is the world’s largest festival and awards for the creative and marketing communications, entertainment, design and tech industries.

Macleay College’s industry and innovation focused advertising and media courses are currently enrolling for the mid-year intake (starts on the 28th May). For more information, click here!

 

Jules-Brooker

By Julieann Brooker
Creative Process Lecturer, Advertising & Media

A BLOG BY MACLEAY COLLEGE ADVERTISING & DIGITAL MEDIA STUDENTS

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