recap of week 10 at Leo Burnett

week ten, very close to the end, but im soaking up whatever knowledge i can like a sponge

mainly during the week, ive been working closely with our strategy planner on the LBS Bina Group Strategy Proposal that is to be presented to them as the final this week. It was highly involving, in many aspects. Verbally sparring with my planner what to write into the power point presentation, where each line has to have a significant purpose and meaning to the overall strategy and brand purpose that we have come up with for them. It was making sure that the key message is clear, has a purpose in line with the brand attributes and strategic vision.

For example, in the slides we would explain what their brand vision is what the LBS Conviction should be, what their weaknesses is currently and how they can move up and strengthen their public image. Even the background pictures had to convey the message, to hold a consistency of professionalism as well as highlight the message said in each slide, it required a sense of art direction. so the planner and i would be around my desk, discussing on what is the best way to say the lines? what words to use? how do the words tie in with the purpose of the message? does the message stay in line with strategy and is it clear for the client? These questions are but a few that we tackled with as we finalized the slides. It required a great deal strategic thinking, will it satisfy the client's direction and also to ensure Leo Burnett's HumanKind philosophy is expressed throughout.

That was the highlight, although i also got to work on doing job requisition briefs for LBS and AIA, where it was to write what the client's request and objective of the campaigns we are doing for them. It had to short, but packed with the required information, and strategic overview of what our team should do according to client's request, and the agency's suggestions of what we think is best. Short and sweet, so that everyone from the brand director, to the creative team can understand the direction required.

that was week 10, till week 11.

Faridzul Fauzi (LUCT)