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)
Showing posts with label Leo Burnett. Show all posts
Showing posts with label Leo Burnett. Show all posts
Sunday, April 17, 2011
Friday, April 8, 2011
this is week 9 of my time at Leo Burnett, plenty to do and plenty to say.
I will start of with Monday. A new client was approached, this one an Australian brand; Boost Juice. They came in the morning, both the Managing Director, Dr. Soraya and Director Nick Tiernan of Boost Juice Bars Malaysia, wanted to expand and enhance their public presence in Malaysia and we were here to help them. So there i was in the conference room with our Strategy Planner, Senior Account Executive, Creative Director and Brand Director, and on the other side was Boost Juice. We started of with a powerpoint presentation to highlight what we know of Boost Juice currently and what is it they want to do for their expansion and publicity in Malaysia. The session involved a lot of discussion, where i also contributed, giving out ideas and explaining about Malaysian consumer mindset, social interactions and beverage affinities. It was a sparring session of where we presented the HumanKind philosophy, and how we can incorporate it into their campaign. This workshop lasted from 10am to 2am and it ended with solid vision direction for Boost Juice.
The whole week was similar to this workshop for Boost Juice, except with different clients, like AIA Insurance, CIMA, but the discussions were internally with the creative team. My contribution was verbal, sparring ideas with my superiors and learning the ideation and brand direction aspects.
On Thursday 7th April, i sat in with a press release interview for Yomeishu, the Japanese company. The newspaper agency in Malaysia, The Star came in with their reporter and photographer, to the Leo Burnett office, where we had the CEO of the sole distributor of Yomeishu Banfoong Sydney, Ms Lynne Chiang. At this session, i got to see how the process of getting a story of a press release was done, even as the CEO talked, the PR person on our side can step in. The type of questions as well, and how the formation of what the reporter can ask was done, like a media kit.
Thats the highlight of my week, see you for the next
Faridzul LUCT
I will start of with Monday. A new client was approached, this one an Australian brand; Boost Juice. They came in the morning, both the Managing Director, Dr. Soraya and Director Nick Tiernan of Boost Juice Bars Malaysia, wanted to expand and enhance their public presence in Malaysia and we were here to help them. So there i was in the conference room with our Strategy Planner, Senior Account Executive, Creative Director and Brand Director, and on the other side was Boost Juice. We started of with a powerpoint presentation to highlight what we know of Boost Juice currently and what is it they want to do for their expansion and publicity in Malaysia. The session involved a lot of discussion, where i also contributed, giving out ideas and explaining about Malaysian consumer mindset, social interactions and beverage affinities. It was a sparring session of where we presented the HumanKind philosophy, and how we can incorporate it into their campaign. This workshop lasted from 10am to 2am and it ended with solid vision direction for Boost Juice.
The whole week was similar to this workshop for Boost Juice, except with different clients, like AIA Insurance, CIMA, but the discussions were internally with the creative team. My contribution was verbal, sparring ideas with my superiors and learning the ideation and brand direction aspects.
On Thursday 7th April, i sat in with a press release interview for Yomeishu, the Japanese company. The newspaper agency in Malaysia, The Star came in with their reporter and photographer, to the Leo Burnett office, where we had the CEO of the sole distributor of Yomeishu Banfoong Sydney, Ms Lynne Chiang. At this session, i got to see how the process of getting a story of a press release was done, even as the CEO talked, the PR person on our side can step in. The type of questions as well, and how the formation of what the reporter can ask was done, like a media kit.
Thats the highlight of my week, see you for the next
Faridzul LUCT
Thursday, March 31, 2011
week 8 recap
week 8, what a rollercoaster ride of corporate hustle and bustle it has been
This week has also been one of pressure and excitement, especially yesterday, 31 March. One word; IPC. The International Product Committee, launched by Jarek Ziebinski, President of Leo Burnett & Arc Asia Pacific came down to Malaysia's branch of Leo Burnett. The IPC come down every year to judge and rate each department of Leo Burnett Malaysia, through their campaigns and ads, they will score the work through the HumanKind scale so that they will be documented for benchmarking if they are good enough. Our department was up to present in the conference room, where it was setup with couches instead so it resembled a small cinema room. We picked the what would we thought were the best we had done for this year's clients in terms of campaigns, ads, public involvement. The few we presented was YTL's YES campaign, Yomeishu, AIA Takaful Insurance and PAWS. The scores the Mr Ziebinski and his team, ranged from 4 to 7+ throughout. I can tell you we were proud of that, getting above 5 is a monumental task. Although i only had a minor role in some of these campaigns, i felt the pressure and relief that the rest of the department felt. Mainly I learned a tremendous lot from the judges, the way my superior presented to them, and also how high the expectations are when the Leo Burnett brand is being put out there for the public, that each campaign is expected to transform human behavior. Communication, a key element i learnt yesterday, in all levels, top to bottom.
Here's the HumanKind Scale
this is the end of a second month, starting onto the 3rd. Bring it on
This week has also been one of pressure and excitement, especially yesterday, 31 March. One word; IPC. The International Product Committee, launched by Jarek Ziebinski, President of Leo Burnett & Arc Asia Pacific came down to Malaysia's branch of Leo Burnett. The IPC come down every year to judge and rate each department of Leo Burnett Malaysia, through their campaigns and ads, they will score the work through the HumanKind scale so that they will be documented for benchmarking if they are good enough. Our department was up to present in the conference room, where it was setup with couches instead so it resembled a small cinema room. We picked the what would we thought were the best we had done for this year's clients in terms of campaigns, ads, public involvement. The few we presented was YTL's YES campaign, Yomeishu, AIA Takaful Insurance and PAWS. The scores the Mr Ziebinski and his team, ranged from 4 to 7+ throughout. I can tell you we were proud of that, getting above 5 is a monumental task. Although i only had a minor role in some of these campaigns, i felt the pressure and relief that the rest of the department felt. Mainly I learned a tremendous lot from the judges, the way my superior presented to them, and also how high the expectations are when the Leo Burnett brand is being put out there for the public, that each campaign is expected to transform human behavior. Communication, a key element i learnt yesterday, in all levels, top to bottom.
Here's the HumanKind Scale
this is the end of a second month, starting onto the 3rd. Bring it on
Tuesday, March 22, 2011
week 6 recap + week 7(first half)
Hello all,
this is another recap of last week and half of this week, as this week there was a significant event. Beginning of last week, 14 to 18th March. That week was the finalization of the competitor analysis, which consisted of over a 100 slides of four other competitors of the property developer, that i managed to finish by the 18th. After the slides, i had to develop an overall summary of the trends and vision/mission consistencies or variability in their philosophy. In between at the same time there was our final interview to be compiled. Most of the week was being at the office, helping out on other accounts, from ING and UOB. On the 16th, my superiors brought me to join them, on their presentation of their 3 best ad campaigns to Leo Burnett Malaysia's Chairman Ali Muhammad, for the International Product Committee (IPC) where ad campaigns from different departments of Leo Burnett are rated on 1 to 10 scale of Leo Burnett's HumanKind scale. This was a preliminary evaluation before the IPC comes to Malaysia to rate the different departments later in the year.
This week, particularly the 22nd, was the audit framework proposal to our client, the property developer. It was powerpoint board room presentation, where a group of their top management was there to listen and ask. Their HR exec, Projects Exec, and the son of the Managing Director of the developer was there. On our side, it was our General Manager, and Strategy Planner who did the presenting. My summary and competitor analysis was used by them to present to the developer the trends of the others, and to present direction of their re-branding to revolve around Leo Burnett's philosophy of changing HumanKind Behavior. It lasted 3 hours, with many questions and discussion, and negotiation on what they like, and what they wanted tweaked. The proposal covered mainly the external position for the developer to have, from PR, events, brand vision, mission, spokespeople, media exposure, brand attributes that their company will be moulded over for a period of a few months by Leo Burnett.
Il get back to you all next week
Faridzul Fauzi (LUCT)
this is another recap of last week and half of this week, as this week there was a significant event. Beginning of last week, 14 to 18th March. That week was the finalization of the competitor analysis, which consisted of over a 100 slides of four other competitors of the property developer, that i managed to finish by the 18th. After the slides, i had to develop an overall summary of the trends and vision/mission consistencies or variability in their philosophy. In between at the same time there was our final interview to be compiled. Most of the week was being at the office, helping out on other accounts, from ING and UOB. On the 16th, my superiors brought me to join them, on their presentation of their 3 best ad campaigns to Leo Burnett Malaysia's Chairman Ali Muhammad, for the International Product Committee (IPC) where ad campaigns from different departments of Leo Burnett are rated on 1 to 10 scale of Leo Burnett's HumanKind scale. This was a preliminary evaluation before the IPC comes to Malaysia to rate the different departments later in the year.
This week, particularly the 22nd, was the audit framework proposal to our client, the property developer. It was powerpoint board room presentation, where a group of their top management was there to listen and ask. Their HR exec, Projects Exec, and the son of the Managing Director of the developer was there. On our side, it was our General Manager, and Strategy Planner who did the presenting. My summary and competitor analysis was used by them to present to the developer the trends of the others, and to present direction of their re-branding to revolve around Leo Burnett's philosophy of changing HumanKind Behavior. It lasted 3 hours, with many questions and discussion, and negotiation on what they like, and what they wanted tweaked. The proposal covered mainly the external position for the developer to have, from PR, events, brand vision, mission, spokespeople, media exposure, brand attributes that their company will be moulded over for a period of a few months by Leo Burnett.
Il get back to you all next week
Faridzul Fauzi (LUCT)
Sunday, March 13, 2011
Week 5 recap
A bit late, but this is a recap of last week from March 7 to 11.
Okay again, quite a filling week, from meeting room discussions, interviews, traveling, transcripts and and analyzing.
Starting with the meeting room discussion from the beginning of the week, where m superiors, including the strategy planner, brand director where there in the meeting. I was in there with the summary of what we gathered from the interviews in the month of February, and i gave my full input, as i was following on every interview we had done. I was there telling the group about our findings in terms of what themes were consistent, the opinions they said on what the future of their company is and how each person, from the top level management to the staff. Thursday 10th March, i was part of the interview with the MD (Managing Director) of their company. After i recapped on the summary, we drew up on a whiteboard, what it is we can improve upon, so it is like a draft for their re-branding recommendation. It was about a 2 and a half hour back and forth, between me and superiors among each other, throwing up ideas, and seeing where we can focus on in terms of what is feasible. I cannot tell details of what needs changing, as it is P & C.
During the week, i would also help on other accounts, kind of ad hoc work for me, so i help out in other discussions of ground activation programs for a client wanting to do something for Mother's Day, so a lot of ideation and negotiating with what is feasible within the clients budget.
During the week, i noticed a growth of my responsibilities and the amount of verbal input i provide, my superiors would discuss with me on potential strategy plans for LBS re-branding, what kind of awards they should strive for, and what CSR program would be best.
All in all a great week, and today, starting another one. till next time.
Faridzul Fauzi LUCT
Okay again, quite a filling week, from meeting room discussions, interviews, traveling, transcripts and and analyzing.
Starting with the meeting room discussion from the beginning of the week, where m superiors, including the strategy planner, brand director where there in the meeting. I was in there with the summary of what we gathered from the interviews in the month of February, and i gave my full input, as i was following on every interview we had done. I was there telling the group about our findings in terms of what themes were consistent, the opinions they said on what the future of their company is and how each person, from the top level management to the staff. Thursday 10th March, i was part of the interview with the MD (Managing Director) of their company. After i recapped on the summary, we drew up on a whiteboard, what it is we can improve upon, so it is like a draft for their re-branding recommendation. It was about a 2 and a half hour back and forth, between me and superiors among each other, throwing up ideas, and seeing where we can focus on in terms of what is feasible. I cannot tell details of what needs changing, as it is P & C.
During the week, i would also help on other accounts, kind of ad hoc work for me, so i help out in other discussions of ground activation programs for a client wanting to do something for Mother's Day, so a lot of ideation and negotiating with what is feasible within the clients budget.
During the week, i noticed a growth of my responsibilities and the amount of verbal input i provide, my superiors would discuss with me on potential strategy plans for LBS re-branding, what kind of awards they should strive for, and what CSR program would be best.
All in all a great week, and today, starting another one. till next time.
Faridzul Fauzi LUCT
Sunday, March 6, 2011
week 4 recap
Hey everybody
okay its been a full month, since working at Leo Burnett, and it has been a roller coaster ride. So for last week it was a mix of moving around seeing clients, and being in the office bistro brainstorming. So il start with the beginning of March, wher we are nearing the completion of the interview sessions, however, some of the top level members, are very busy and had to postpone to a later time. This affects us in that the recommendation to LBS Group property developer is by end of March. So i had to make a lot of calls to the interviewees, who were top level management in their companies, so i had to negotiate what would be the most convenient time for both sides. During the interviews themselves, i would participate by asking questions about the re-branding. Dealing with clients is always fast paced, and you have to be ready for anything. My superiors are working on other accounts at the same time, so it becomes a juggling act, because i would also join on helping out with the other accounts. Mainly what i got out of that week, was communication with the client has to be solid, quick, and precise. I have barely room for error, and time management is key, as i have to write the transcripts right after. By the 8th March i will have to compile the transcripts so far, which is 16 transcripts with 8 pages each on average. We will have a mini workshop on what is the trend found, consistency, important opinions found through the interviews so far that would be implemented in the recommendation for LBS's re-branding. A recap of February has been good, from just starting off till now, i have been given more responsibilities, been asked on input more in matters, and has more direct contact with the client, all in all; its getting better and better.
Till next week
okay its been a full month, since working at Leo Burnett, and it has been a roller coaster ride. So for last week it was a mix of moving around seeing clients, and being in the office bistro brainstorming. So il start with the beginning of March, wher we are nearing the completion of the interview sessions, however, some of the top level members, are very busy and had to postpone to a later time. This affects us in that the recommendation to LBS Group property developer is by end of March. So i had to make a lot of calls to the interviewees, who were top level management in their companies, so i had to negotiate what would be the most convenient time for both sides. During the interviews themselves, i would participate by asking questions about the re-branding. Dealing with clients is always fast paced, and you have to be ready for anything. My superiors are working on other accounts at the same time, so it becomes a juggling act, because i would also join on helping out with the other accounts. Mainly what i got out of that week, was communication with the client has to be solid, quick, and precise. I have barely room for error, and time management is key, as i have to write the transcripts right after. By the 8th March i will have to compile the transcripts so far, which is 16 transcripts with 8 pages each on average. We will have a mini workshop on what is the trend found, consistency, important opinions found through the interviews so far that would be implemented in the recommendation for LBS's re-branding. A recap of February has been good, from just starting off till now, i have been given more responsibilities, been asked on input more in matters, and has more direct contact with the client, all in all; its getting better and better.
Till next week
Sunday, February 27, 2011
3rd week recap
Hello all, its been a little late, had some side work over the weekend, il explain.
The beginning of the week from February 21st, to 25th, it was full of interviews with the client. Not only from the property developer, but from the supplier, and customer. Still very exciting, getting all kinds of insight for the research and my own knowledge. Got to interview one of the Dato's at the Kuala Lumpur Golf Club in Mont Kiara, one of the top level directors of the LBS Bina Group, the client. The day after, another interview but with a customer during dinner at the Concorde Hotel in Shah Alam. These interviews, aka qualitative data, required doing transcripts and at the same time Im continuing with the competitive analysis. But mainly during the week, it was traveling here and there to meet with the client, and chasing time for reschedules, where some of the interviewees cancel in the last minute. Clients, that's how they are. During the weekend I was part of a Coca Cola focus group, for a new ad campaign, i was invited by one of my superiors to take part. So it was all about giving opinions with a bunch of other youths and friends from uni.
The beginning of the week from February 21st, to 25th, it was full of interviews with the client. Not only from the property developer, but from the supplier, and customer. Still very exciting, getting all kinds of insight for the research and my own knowledge. Got to interview one of the Dato's at the Kuala Lumpur Golf Club in Mont Kiara, one of the top level directors of the LBS Bina Group, the client. The day after, another interview but with a customer during dinner at the Concorde Hotel in Shah Alam. These interviews, aka qualitative data, required doing transcripts and at the same time Im continuing with the competitive analysis. But mainly during the week, it was traveling here and there to meet with the client, and chasing time for reschedules, where some of the interviewees cancel in the last minute. Clients, that's how they are. During the weekend I was part of a Coca Cola focus group, for a new ad campaign, i was invited by one of my superiors to take part. So it was all about giving opinions with a bunch of other youths and friends from uni.
Monday, February 7, 2011
First day at Leo Burnett
Hey everyone,
Its been 4 days since settling in the office at LB, and a word for it is: wow. Exactly how i imagined a global PR agency would be, walking down the hallways seeing numerous awards, billboards large and small of different clients around the LB office, busy people going around, words of 'client', 'campaigns' being thrown all over the place, this is where it sunk into my head that this is Leo Burnett.
Being shown to my little office room for the first time, knowing that this is where i will be 5 days a week for three months, it gave a great feeling of belonging. My position is interning with the brand management team, where the client is McDonalds. Currently the team is being the liaison between the creative team and McDonalds for their campaigns and ads, as well as handling some of the press releases for the client as well.
For starters like me, i am handling some competitor research, organizing and sending cost estimates to the different departments of LB. Although further down the line, i was briefed that i will be involved with dealing with the client directly and be responsible for being a liaising member of the team.
Thats it for now, more updates soon.
Faridzul Fauzi
Its been 4 days since settling in the office at LB, and a word for it is: wow. Exactly how i imagined a global PR agency would be, walking down the hallways seeing numerous awards, billboards large and small of different clients around the LB office, busy people going around, words of 'client', 'campaigns' being thrown all over the place, this is where it sunk into my head that this is Leo Burnett.
Being shown to my little office room for the first time, knowing that this is where i will be 5 days a week for three months, it gave a great feeling of belonging. My position is interning with the brand management team, where the client is McDonalds. Currently the team is being the liaison between the creative team and McDonalds for their campaigns and ads, as well as handling some of the press releases for the client as well.
For starters like me, i am handling some competitor research, organizing and sending cost estimates to the different departments of LB. Although further down the line, i was briefed that i will be involved with dealing with the client directly and be responsible for being a liaising member of the team.
Thats it for now, more updates soon.
Faridzul Fauzi
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