After a chance email to the Bristol office of the award-winning digital advertising agency Indicia, I was fortunate enough to be invited for two weeks work experience.
I had undertaken work experience in advertising before, but it was largely 'hands-off' and observational.
My time at Indicia could not have been more different!
The agency is, quite deservedly, experiencing a really busy time at the moment. This meant that all hands (including my own inexperienced mitts) were very much on deck!
The prospect of diving into live briefs initially terrified me, but in hindsight it was definitely the best way to learn because I feel I've soaked up a wealth of knowledge and experience in a short space of time.
Even better, my work was actually used and I left feeling like I'd been more of a help than a hindrance!
Variety takes on new meanings when working in the advertising agency.
Business moves super quick and so must your brain, as you find yourself flitting between several projects in a single day. During a measly fortnight I worked on briefs for Very.co.uk, Majestic Wine, Wetherspoon, Welcome Break, Pure Gym, FriendsLife, tenpin and Rias.
Read that without pausing for breath, I dare ya.
Personally I loved this aspect of my time at Indicia. It must be unbearably boring to turn up to work each day and march through the same old rigmarole.
Well.... not literally.
What I mean by this is each brand has a specific identity; a character, if you will. In order to be a successful creative you must not only understand this particular identity, but actively subsume it in order to speak on their behalf. In this sense, a copywriter is like a satanic spirit in a horror film who possesses a person and goes undetected by their family and friends. Kind of....
Anyway, your tone of voice must be versatile and able to morph from formal and professional to fun and colloquial in an instant.
Whilst I'm a confident person, I do lack confidence in my abilities. So, though I love ransacking my mind for creative ideas, I cringe at the thought of broadcasting them and being informed that they're pretty crappy.
Unfortunately, or fortunately, this attitude is completely unproductive in a creative environment. You must have the bravery to throw any idea you have out there.
Even if nine out of ten suggestions are rejected, you only need one little golden nugget. Moreover, the idea people like the best probably wasn't the one you had the most faith in.
This is not to say you should not be a harsh critic of yourself; you absolutely should. How can your ideas grow and flourish unless you reflect on them?
Offices, on the whole, do little to project an image of fun. However I have to say I had a bloody good laugh at Indicia.
Although everyone was up-to-their-eyeballs busy, they all seemed genuinely happy to be where they were.
Regular euphemism-based banter, the occasional free-kick, the odd megaphone announcement, a few tunes played on spoons, and obligatory cake for breakfast is apparently the key to huge success in the advertising industry. And that, folks, is just fine by me :)
I will definitely miss the exciting projects and wonderful people of Indicia, and hope to find myself there again some day..
My time at Indicia could not have been more different!
The agency is, quite deservedly, experiencing a really busy time at the moment. This meant that all hands (including my own inexperienced mitts) were very much on deck!
The prospect of diving into live briefs initially terrified me, but in hindsight it was definitely the best way to learn because I feel I've soaked up a wealth of knowledge and experience in a short space of time.
Even better, my work was actually used and I left feeling like I'd been more of a help than a hindrance!
Lessons learned
Days don't duplicate
Business moves super quick and so must your brain, as you find yourself flitting between several projects in a single day. During a measly fortnight I worked on briefs for Very.co.uk, Majestic Wine, Wetherspoon, Welcome Break, Pure Gym, FriendsLife, tenpin and Rias.
Read that without pausing for breath, I dare ya.
Personally I loved this aspect of my time at Indicia. It must be unbearably boring to turn up to work each day and march through the same old rigmarole.
Multiple personality disorder helps
Well.... not literally.
What I mean by this is each brand has a specific identity; a character, if you will. In order to be a successful creative you must not only understand this particular identity, but actively subsume it in order to speak on their behalf. In this sense, a copywriter is like a satanic spirit in a horror film who possesses a person and goes undetected by their family and friends. Kind of....
Anyway, your tone of voice must be versatile and able to morph from formal and professional to fun and colloquial in an instant.
No room at the inn-security
Unfortunately, or fortunately, this attitude is completely unproductive in a creative environment. You must have the bravery to throw any idea you have out there.
Even if nine out of ten suggestions are rejected, you only need one little golden nugget. Moreover, the idea people like the best probably wasn't the one you had the most faith in.
This is not to say you should not be a harsh critic of yourself; you absolutely should. How can your ideas grow and flourish unless you reflect on them?
A healthy dose of fun gets the job done
Offices, on the whole, do little to project an image of fun. However I have to say I had a bloody good laugh at Indicia.
Although everyone was up-to-their-eyeballs busy, they all seemed genuinely happy to be where they were.
Regular euphemism-based banter, the occasional free-kick, the odd megaphone announcement, a few tunes played on spoons, and obligatory cake for breakfast is apparently the key to huge success in the advertising industry. And that, folks, is just fine by me :)
I will definitely miss the exciting projects and wonderful people of Indicia, and hope to find myself there again some day..
