Lucy, how did your team begin to develop a response to your client brief, and how did you get involved?
My group was made up of students from 3 different MA courses — Public Relations (the course that I’m on), Advertising, and Media, Communications and Critical Practice. Because of this, all of us had very different ideas on the best way to approach the brief, and there was a lot of discussion and critical analysis during our creative process. We talked a lot about - and did a lot of research on - who our target audience was, and what could convince them to donate their time or money to a charity.
From there, we were able to decide who would be speaking in our advertisement, the perspective we would take, how we could incorporate “dynamic” lines, and what emotions we could tap into while ensuring we weren’t exploiting the trauma of childhood cancer.
Throughout the Collaborative Unit, I was fortunate enough to have a hand in a lot of different aspects of our project. My main roles involved researching how people in the UK relate and respond to cancer and charities, and producing a communications audit for CLIC Sargent. I also contributed to the writing of the script, and the putting together of our pitch deck.
Kim, how have our MA students been able to support your work through their suggestions?
The vast differences between each of the students' ideas showed just how much is possible with a brief and the data points provided.
When people initially start using data and personalisation, the number of creative opportunities available can feel overwhelming, which means people often simplify the scripts so much that it doesn't feel like an original idea. However, the students showcased how the simplicity of using just 1 or 2 data points combined with the right creative execution can actually open up doors to many different ideas and concepts. This is something we want to encourage industry-wide when working with external creative agencies and partners.
Another key learning was not to over-complicate the process. When we initially spoke to the students, we kept the training straightforward and simple, but afterwards worried that they didn't have enough information and there would be loads of follow-up questions. This was actually not the case - we learnt that our system and processes are extremely intuitive, and so can focus our priorities on developing the product to be even more seamless.