Guest blog post by Rupert Tottman who spent a week in August on work experience at Doner London.
Writing this on the final day of my work experience week, I’d first like to thank everyone here at Doner for the opportunity they’ve offered me, the help they’ve given me and the general friendliness everyone’s shown me. Having never really thought about advertising before, this week has given me a real insight into what working the sector entails and has really inspired me to think about it as a possible career plan in the long term.
On Monday I stepped into Doner’s bright and open offices for the first time, my head filled with a mixture of excitement at being able to spend a week in what would no doubt be a interesting and innovative company in the vibrant advertising sector and trepidation at what, I thought, would be a long week filled with Starbucks runs and photocopying. The reality turned out to be far better than anything I had anticipated.
I was greeted by David Amstel, the Group Account Director, and in an initial meeting he filled me in on Doner’s exciting client base and ongoing projects and quickly set me to work on a research project analysing the advertising strategies of one of their headline clients, the Fiat Group, competitors, with the goal of giving a presentation to the cars account management team on Friday. This project gave me an opportunity to research and critically analyse the marketing strategies used by a collection of Doner’s rivals operating in the car industry and gave me an insight into the strategic processes and considerations that go into the planning and execution of every successful advertising campaign. The presentation I was asked to give on Friday went very well, and I was very grateful for the opportunity to present the cars account management team with my findings and conclusions, even if we had hugely different opinions on Mini’s #notnotmal July ad campaign, which I thought was brilliant, but the experts less so! I was also tasked with working on researching competitor websites for the upcoming redevelopment of the St Agur site, which was another opportunity for me to engage with the advertising world outside the Doner offices.
From Tuesday onwards, I was also involved in working on an active company pitch, from being party to the initial creative and planning meetings to coming up with and submitting some advert ideas of my own. This was a brilliant opportunity for me to contribute to an active project, and gave me an insight into what the process of creating an advert entails. I was tasked with presenting my ideas to the creative team on Wednesday, and whilst my ideas weren’t put forward for presentation to the client I was asked to adapt one of them into a proposition for a social media campaign. This allowed me to engage with all of the facets of creating an ad campaign, from creative to strategic and financial, and really fulfilled the promise of ‘work experience’, allowing me to step into the shoes of a member of an advertising pitch team and contribute to the process of creating an integrated ad campaign. Being party to the numerous meetings needed to coordinate a successful ad campaign also allowed me to see the full scope of the necessary components needed to put together a pitch, as well as giving me an opportunity to experience both the work done in pursuit of new clients and well as with existing ones.
Once again I’d like to thank everyone here at Doner for all their help and hard work in providing me with this invaluable experience, which will not only prove hugely beneficial in helping me to decide which career path I’d eventually like to go down but has also provided me with a broad and deep insight into the world of advertising. Everyone at Doner’s care and generosity has made this an unforgettable week for me, and should I decide that advertising is the place for me, and if everyone at Doner isn’t sick to death of me, one I’d very much like to repeat.
Thanks everyone, and maybe I’ll see you soon,