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CREATIVE STRATEGIST FALL 2013 SOJC CREATIVE STRATEGIST J342 Intro Course to the Advertising Program

CONTEXT

IDENTITY

PLATFORM

DEBORAH MORRISON, PhD

Chambers Distinguished Professor of Advertising 331 ALLEN HALL HOURS: TU 2-4 and by appt DEBMOR@UOREGON.EDU @DEBKMORRISON #UOcreativeStrat

#UOCreativeStrat

GTF Senyo Ofori-Parku

senyof@googlemail.com Tuesday, 2-4pm and by appointment @ Allen Hall 210

Begin now. Consider yourself a young professional sharpening the tools that will build your career. The key to that: read, observe, ask questions, stay curious, act bravely and generously.

WHY WE’RE HERE The SOJC Advertising program is built on the Creative Strategist model. In this profession, everyone must be an idea generator as they use insight and analysis to solve problems. In fact, our major means we use CRITICAL, CONCEPTUAL & CREATIVE SKILLS TO SOLVE PROBLEMS RESPONSIBLY FOR BRANDS AND ISSUES IN A GLOBAL ECONOMY. Our faculty knows this to be the smartest, most innovative way to prepare you for the IDEA INDUSTRY.

WHAT YOU’LL LEARN This is an overview course that provides important evidence for your career and professional decisions. You will: • understand how brand work is conceptualized, developed, and produced • identify the continuum of professional career paths and what each demands in skillset and preparation • develop a personal identity with portfolio website, blog, and ideabook • sharpen collaboration and curation skills via projects We will focus on three important areas: • CONTEXT of the industry: details of agency and client side process and professional ethical responsibility • IDENTITY as you develop, showcase, and share the evidence you build about how you think and approach work • PLATFORM as your foundation for choosing subsequent courses, filling your portfolio of selected work, and developing a specialty you own. Buckle up.


SYLLABUS

WHAT YOU’LL BE DOING This will be unlike other courses you’ve taken. Your grade will be determined by how well you think and produce individually and collaboratively. Grades range from Fs to As. We will discuss in detail how each project is graded. Most points accumulate in the last 4 weeks of class. DUE DATES CAN CHANGE. ATTENDANCE IS MANDATORY. A+ 550-534 A 533-516 A- 515-496 B+ 495-480 B 479-458 B- 457-440 C+ 439-427 C 426-403 C- 402-385 384 = D 330 and below F Midterm Paper 150 points Midterm due Week 5 Oct 31 at beginning of class Rubric discussed in class. Portfolio Website 50 points Portfolio website ADDRESS due by NOV 10 5 pm on your LORE profile

Blog 75 points 20 BLOG POSTS DUE SUNDAY NOV 24 by 5 pm

Rubric discussed in class. Final Project 150 points DUE WEEK 10 AT EXTRAVAGANZA (attendance is mandatory) Two- or three-person teams. Collaboration is key. Rubric discussed in class. Ideabooks 100 points DUE WEEK 10 AT EXTRAVAGANZA 10 spreads on prompts listed in this syllabus. Investment 25 points

Attendance taken randomly. BOOK DISCUSSION QUIZZES Invest: Attend and speak in class. Ask questions of guest lecturers. Find ways to collaborate. Read books noted in class. Use twitter. Contribute to stream on LORE. Add to the knowledge and spirit of the class.

IMPORTANT This is a syllabus and this fine print contains vital information included on your final. • Attendance and engagement are mandatory, in class and in life. • Diversity of perspective and voice is vital to learning and will be respected. • Innovation and new ideas build opportunity. • Plagarism will result in your failing the class and possible University expulsion. • Be generous. • Do the right thing. • Be present, in class and life. • Make a plan. Work hard. • Find a way to be indispensable. • Guest speakers help drive the momentum of class. Treat them with respect. • If using a laptop helps, you may do so in class. If you’re checking Facebook or playing online poker (or other distractions), I’ll call you out. • Communication happens through multiple channels: uoregon email, twitter, Lore, Blackboard. • Check daily for class updates and announcements. Please contact me if you cannot come to class due to illness. • Be respectful of this classroom and the people in it. • Take vitamins and drink some water, this will be quite a journey.


Week One Why You’re Here TU OCT 1 Hello. Intro to The Creative Strategist way of life, expectations and a good idea about what to expect. TH Oct 3 Building a Platform Terms, processes, things and concepts to know. Finish IDEA INDUSTRY by TUESDAY, Oct 15. Week Two Agencies + Brands TU OCT 8 Brand Thinking. A little bit of history to consider how we got here. OCT 10 Advertising Agencies TH Understanding agency culture. Holding companies and independent shops. What’s a digital agency? and other difficult questions

SCHEDULE

Though this is a good roadmap, we’ll veer away as needed discuss trends, topics of interest, opportunities.

Week Three Career Paths TU OCT 15 Agencies or Client Side Careers The creative strategist + a professional life. Who does what? Job descriptions, personal philosophies and beyond- the-agency thinking. Hybrid thinkers and a new world of career directions. TH OCT 17 Makers of Things. Art directors. Writers. Creative directors. The world of creative. A New Brand World by Bedbury completed OCT 24 Week Four Account Planning + the Strategist OCT 22 The Account Planner. TU How insights build best work. The Planners Survey. The brief is a mighty tool. Oct 24 Interview and discussion. TH Week Five Brand + Account Management OCT 29 A Different Kind of Creative. TU Account and brand managers leading the process. Oct 31 Interview and discusion. TH

Week Six Media is the new creative TU NOV 5 Media Planners Planners and buyers and comm strategists. TH NOV 7 Interview and discussion. Portfolio website ADDRESS due by NOV 10 5 pm on your LORE profile Week Seven The Execution Phase NOV 12 Producers and Developers Make Things. TU TH NOV 14 Interview and discussion. Week Eight Where Do I Belong? TU NOV 19 Making Decisions about Your Career TH NOV 21 Interview 20 BLOG POSTS DUE SUNDAY NOV 24 by 5 pm Week Nine Get Stuff Done TU NOV 26 Project Work Day I’m in my office and ready to talk to teams about projects. TH Thanksgiving. Eat something good. Week Ten The Creative Strategist TU DEC 3 Make a plan. Career advice from the pros. 10 things to do before you graduate. TH DEC 5 Wrap-up and direction.

Project and Ideabooks due Sunday, DEC 8 at the Creative Strategist Extravaganza

IDEABOOKS due at extravaganza

IMPORTANT SEE YOUR ACADEMIC ADVISORS THROUGHOUT THE TERM. SEE YOUR ADVERTISING FACULTY ADVISOR AT LEAST ONCE DURING THE TERM.


BOOKS

Required IDEA INDUSTRY 2008 Robbs + Morrison A NEW BRAND WORLD 2002 Bedbury

Recommended THE ART OF CLIENT SERVICE 2003 SOLOMON THE CREATIVE PROCESS ILLUSTRATED 2010 Griffin + Morrison GRAPHIC DESIGN THINKING: BEYOND BRAINSTORMING 2011 Lupton, Editor HEY WHIPPLE, SQUEEZE THIS THE CLASSIC GUIDE TO CREATING GREAT ADS 2012 edition Sullivan THE IDEA WRITERS 2010 Iezzi MANAGE YOUR DAY-TO-DAY: BUILD YOUR ROUTINE, FIND YOUR FOCUS & SHARPEN YOUR CREATIVE MIND 2013 Glei, Editor THE PRACTICAL POCKET GUIDE TO ACCOUNT PLANNING 2013 Kocek WE FIRST 2011 Mainwaring

CURIOUS

RESOURCES www.brainpickings.org/ influxinsights.com/#

HYBRID SKILLS CURATION

edwardboches.com/ iamdaveallen.com/ www.heywhipple.com/2011/10/16/in-praise-of-thehumble-print-ad/ library.uoregon.edu/guides/journalism/prclass.html OneClub.org • ADCglobal.org

DESIGN THINKING PROCESS STRATEGY AND CREATIVE

creativity-online.com/

RUBRIC Investment 25 points Calculated at end of term. You’ll have a chance to explain how many absences, what you offered the class culture, your perspective on your investment. To do list: • Read. • Ask questions in class and of guest speakers that drive the discussion, lead the class. • Go beyond obligation in projects. • Collaborate with team members by investing in planning and outcomes. • #UOcreativeStrat


IDEABOOK

100 POINTS YOU NEED 10 COMPLETE SPREADS, each crafted to an interesting level (see below) FOR FULL CREDIT. Use these prompts to complete your ideabook. Importantly, these are great assignments for any job title. Think of this as an idea storehouse to complement your blog. These are hand drawn, written. You may use images, photos, color, etc in any style you wish. Be artful. You do not need to draw well. You need to think well. Each prompt demands a spread. Your ideabook doesn’t need to be perfect on each page. AGAIN: You do not need to know how to draw. Instead, think of yourself as a curator of your own ideas. These prompts should be your starting place. Invent, experiment, surprise yourself. Suggested ideabook can be purchased at The Duck Store in the Art Department: 8.5x11 Pentallic Recycled Drawing Book. CLEARLY LABEL + NUMBER EACH PROMPT. 1 :: DRAW YOUR CREATIVE PROCESS. Inspiration: THE CREATIVE PROCESS ILLUSTRATED: HOW ADVERTISING’S BIG IDEAS ARE BORN GRIFFIN + MORRISON 2010 2 :: DRAW EVERYTHING YOU BUY IN A DAY. Inspiration: OBSESSIVE CONSUMPTION: WHAT DID YOU BUY IN A DAY? BINGAMON-BURT 2010http://obsessiveconsumption.typepad.com/

3 :: CURATE A COLLECTION OF IDEAS, IMAGES, FACTS, INSIGHTS ABOUT ONE OF THE FOLLOWING: clouds place hunger 4 :: 6 DEGREES OF SEPARATION. Great brainstorming tool! With 6 images, connect ART to SCIENCE 5 :: MAP YOUR FAVORITE PLACE. Show traffic areas, dead ends, high energy points, directions, topography. 6 :: EXPLAIN WHAT PEOPLE KNOW ABOUT YOU VIA YOUR SOCIAL MEDIA PRESENCE...FACEBOOK, TWITTER, FORUMS, GOOGLE, INSTAGRAM, VINE. 7 :: COLLECT 3 JOB DESCRIPTIONS THAT INTEREST YOU. LIST WHAT YOU MUST DO TO GET THIS JOB. You can find job descriptions on agency sites, trade organizations and via calls for candidates on twitter (as example). 8 :: WRITE A BRAND PERSONA: EXPLAIN A BRAND YOU RESPECT BY CRAFTING A STORY OF HOW IT LIVES IN THE WORLD: A PLAYLIST? A NARRATIVE? A TONE OF VOICE? Make it interesting. 9 :: SHOW YOUR SKILLS IN A VENN DIAGRAM. Make it interesting and usable. 10 :: CRAFT A 100-WORD MANIFESTO OF WHAT YOU WANT YOUR CAREER TO BE. Be bold and aspirational. Let this be part of your personal roadmap.

RUBRIC

100 points

DUE WEEK 10 AT EXTRAVAGANZA 10 prompts 1 spread per prompt labeled and numbered Each spread shows a thoughtful approach to the prompt. Time and effort shows via craft and attention to detail. Each spread is ownable; that is, your voice and style are shown. Note: The biggest problems I usually see is work that is rushed, not well crafted, or shows little investment.


RUBRIC

Portfolio Website 50 points

Blog 75 points

Portfolio website ADDRESS due by NOV 10 5 pm on your LORE profile

20 BLOG POSTS DUE SUNDAY NOV 24 5 pm

INFRASTRUCTURE 15 points • header includes name and identity • template ready for clickable images of portfolio evidence • no filler included, evidence is appropriate and professional • links to ABOUT BLOG RESUME are live

CONTENT 50 points • topics are interesting, connected to your career direction • multiple links in each post • images included for readability and interest • ready for industry folks to read and understand what you can offer • each post is a paragraph or two; not an essay and not just an image post

ABOUT 20 points • 100 words or less in first person is interesting, proofread • does not begin with “I’m a junior at The University...” • contact info • interesting image or photo • claimed title + career path RESUME 15 points • 1 page • proofread (1 typo = no credit) • readable on your site • downloadable with appropriate doc label A range of examples offered in class. Make your portfolio site and your resume smart, clean, the platform for your life as a professional. This is about your life.

PROFESSIONAL DETAILS 25 POINTS • proofread • writing shows care • blog name • smart identity shows in header • each post numbered + dated 1-25 for this class Note: You can use whatever blog interface works best for you: Wordpress, Typepad, Tumblr. Post your blog address in the body of your LORE profile by October 18. Good examples: thepassiontheory.blogspot.com/ spenceradrian.com/blog/

BLOG

PORTFOLIO

RUBRIC


Midterm Paper 150 points due Week 5 Oct 31 at beginning of class Prompt discussed in class. CONTENT 75 points • 4-page max • concept is smart, answers the prompt • convincing discussion of your philosophy • writing style is crisp, well-edited • 3-5 sources listed as WORKS CITED at end of paper PROFESSIONAL DETAILS 50 points • proofread, no typos • appropriate title • appropriate spacing and margins • WORKS CITED are consistent style,full citations at end of paper MANDATORIES 25 points • printed double-sided • name + date in footer only • double-spaced, regular margins, 12 pt type (come on...) • no folders or cover sheet, stapled please

RUBRIC Final Project 150 points DUE WEEK 10 AT EXTRAVAGANZA Prompt discussed in class. CONTENT 75 points • smart concept forms the core: the brief • medium and content work together • audience learns new insight, new information or new perspective • all pieces of project work as campaign in terms of design, language, insight • audience + strategy evident PROFESSIONAL DETAILS 50 points • proofread, no typos • medium works, accessible • credits included in appropriate way • citations + attributions included in appropriate way • evidence of research + insight • execution uses best practices: printing or digital, handheld or pixels OWNABLE MOMENTS 25 points • well-crafted into singular project • x-factor makes this compelling • smart portfolio piece with minor changes All team members receive the same score.

The best of these can be turned into a simple deck that offers your perspective.

Best projects will make STRATEGY, CRAFT, STYLE ownable evidence.

Plagarism of any kind = failure of the class and discussions with Student Affairs.

Worst projects=sloppy, sophomoric, little effort, not proofread, no strategy holding it together, poor presentation.

PROJECT

MIDTERM

RUBRIC


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