Retrospective DiaryJeff Power

Monday Saturday

Met as a team and decided that we would aim to meet up every 2nd

Weekend to ensure we have enough time to complete the project without undue stress.

Tuesday Sunday

Wednesday

.

Milestones & tasks this week

Homework this week -

•Review and dissect the brief Identify what it is we are being asked to do.

We decided on our Agency Name:

Fireworks - Illuminating ideas.

We defined our agency roles:

Managing Director - EdelleCreative Director - LauraArt Director - SarahArt Director - LaurenCopywriter - DaveCopywriter - JeffOnline Media Planner - CanBrand Planner - Kate

Thursday

We received the brief & our teams today. The brief immediately struck us as challenging both in length and diversity. The subject matter was very familiar to us all but we knew it would be a challenge to avoid cliché in our creative idea.

Friday Read the brief and prepared some questions for our first official meeting

Weekly Diary –Week Commencing 20h September 2010

Monday

Set up agency email address-

FireworksAgencyIreland@gmail.com

Saturday

We met up as a team and set put together our client briefAgreed on the questions for our survey to be sent to our Trade buyers (TA)I took an action to research and put together a mailing list for our trade buyers survey

Tuesday Sunday

Click toreview

Wednesday NotesThis weeks Saturday session really helped us all to condense and understand what we needed to do.Identifying our brand central thought as “Engage & Stimulate” this meant we had a platform to build our campaign on.

I found it useful to use a brief template from work from, so we could answer the questions and make some progress.

This session helped us to work together to combine the strengths of our creative's and execs.

ThursdayJonathan sub’d in as the client to field our questions.

I was a bit disappointed that the real client was unable to make it as understandably Jonathan had to be very wary of interpreting the brief for us.

Friday

Weekly Diary –Week Commencing 27h September 2010

MondayResearch week.

This week we want to circulate our surveys to our mailing list

Saturday

Tuesday

Using conference and trade buyers association websites from Ireland, UK and the USA I put together our mailing list of 100 plus email addresses.

Sunday

Wednesday

Made contact with a friend of a friend involved in incentive travel to schedule an interview. He was away so we agreed to talk in a couple of weeks.

NotesThis week was all about research. In hindsight it was a bit disjointed as we each took a different geographical area to research what they had done in the area of business tourism. It resulted in a lot of idea sharing and the sharing of different executions. It was good for us all to get ourselves in the mind of business tourism I think. If I had the time back I would have moved straight to target audience analysis and focus on what we would need to do for Ireland. With the timelines we were faced with it was difficult for us to review the submissions from 8 people.

ThursdayMentor Session with Diane

We all decided to take one area and research it. You just need to see what conference facilities and venues and touristy stuff there are in the Belfast region.Friday

Weekly Diary –Week Commencing 4h October 2010

Monday

This week we don’t feel that we are ready to meet with Michael yet. We need another meeting with Diane.

Saturday

Tuesday Sunday

Wednesday Notes

Thursday

Creative session with MichaelSwapped to meet with Diane

Friday

Weekly Diary –Week Commencing 11th October 2010

Monday Saturday

Tuesday

Spoke to my incentive travel contact, don’t really need the interview anymore, so said I may give him a shout if I do.

Sunday

Wednesday Notes

ThursdayMentor session with DianeThis came at the right time for us as a team. It was good to be reassured that we were going in the right direction and that we were in a good place. It was clear that we were at a point where we need to get our creative idea nailed. We have been struggling to avoid different clichés that we keep falling into. Meeting scheduled for Saturday Homework : Bring tagline ideas to Saturdays meeting.

FridayWorked on taglines for discussion on Saturday. https://sites.google.com/site/fireworksagency/project-updates/10tags

Weekly Diary –Week Commencing 18th October 2010

Monday SaturdayMet in DIT to workshop ideas that had been sent in by the group.

Brilliant interactive session. We wallboarded all the ideas and worked through each. Wiping out those that we didn’t like.

This was a really open session where ideas were being developed and worked through.

Tuesday SundayClick to View

Wednesday NotesReal progress this week. We are clear as a team what our USP is. Our People Set us apart. This is what has come through from all our surveys and interviews. It is clear that this somewhat obvious differentiator cannot be ignored. We need to be sure that our story is clear and concise. •Action on team to go through our research and identify the sound bite or response that we can draw our customer insight from. •Action for me to do an interview with contact from overseas with conference experience.

Thursday

Friday

Weekly Diary –Week Commencing 25th October 2010

MondayWe have an idea now and are feel that we have something in Beyond Convention.

Saturday

Tuesday Sunday

Wednesday

Interviewed Sam Bedford, head of online @ Vodafone

Got some really good verbatim stuff that brings our insight out ;O)

Notes

We need to be sure that we know what we are calling out through Beyond Convention. We are going in circles a little bit.

This week has been a challenge, as a team I think we are all very clear on where we are going with this idea. It feels a little stuck in our heads though. When we are questioned on it we are having some difficulty in articulating what the idea is and where it came from.

We are starting work on Creative so need to get this down asap.

Thursday

Digital session with Jonathan

In this meeting we socialised our “beyond convention” idea with Jonathan. It was well received. We worked through a few ideas and came back to w hat are we actually saying with Beyond Convention – is it about Facilities or People or both?

Friday

Weekly Diary –Week Commencing 1st November 2010

MondayWe are trying to focus our idea now. We are happy with Beyond Convention. Our planners have worked up a really good Target Audience profile and the media plan is taking shape.

Saturday

Tuesday Sunday

Wednesday

Produced Barriers/Actions/Enablers slide

Notes

Thursday

Mentor session with Diane

Another good session. Diane feels we are there with our idea, and when we talk about it we know where it came from. We need to look back through our research and find something that links it all together.

Friday

Weekly Diary –Week Commencing 8h November 2010

Monday Saturday

Tuesday Sunday

Wednesday Notes

Sarah & I are one of the creative teams. Dave & Lauren are the other.

We are to meet and work up some ideas to go through with Laura.

Meeting Sarah on Monday evening.

Michael has suggested our artwork and copy doesn’t have to be to hot, it should be delivered in a way that is Beyond Convention.

At this point having 5 creative's may make it more difficult to reach a decision.

ThursdayCreative session with MichaelThis meeting was the jumping off point for Creative’s on the Beyond Convention idea. On Michaels suggestion we agreed to break off into 2 creative teams. We are to pitch our idea back to our creative director and she can make the selection.

Friday

Weekly Diary –Week Commencing 15th November 2010

MondaySarah & I met to work through ideas to bring to Laura. This was a difficult session as it had been a long day for both and the ideas were slow to come to the top.We eventually settled on a number of ideas in the beyond convention themes. 1 of which was a visual of delegates at the conference centre listening intently. As the camera pans out we notice that a number of delegates are wearing various sporting props with their suits. E.g. man in grey suit with what are clearly golf shoes, showing that your conference in Ireland is about more than just the conference

Saturday

Worked up the advertorial draft.Concentrated on using a tone that was in keeping with the clients. This was where I called out the hygiene factors and then showcasing the elements that hold Ireland as a destination that is Beyond Convention

Tuesday

We Showed our work to Laura today. I don’t think we are there yet :O) We’ll see how Dave and Lauren get on.

Click to view Sunday

Wednesday Notes

So we have our creative execution.

I had my concerns about whether this execution will get our message across. On seeing a work up on Friday I am very happy that it is on point! I am working on the copy for the banner ads.

Thursday

Mentor session with Diane

We talked through some of our ideas with Diane and team today. We are going with the light motif through the different settings:•Convention centre – Innovativion•Dinner setting - Warmth• Business traveller - accessibility

Friday

Weekly Diary –Week Commencing 22nd November 2010

Monday

Worked on some copy ideas for our banner ads.

Saturday

Tuesday

We have decided that we don’t need copy for the banners.

This works better for the visual ads to address any language issues

Sunday

Wednesday Notes

Nearly there now, the visuals have taken shape and the slide deck is coming together.

The stress is clearly getting to some team members as some discussions are a little heated. :O)

Thursday

Creative session with Michael

Friday

Free templates on PresentationMagazine.com

Weekly Diary –Week Commencing 29h November 2010

Monday Saturday

First dry run. Lynne was our audience for our first end to end run. Now that we have started saying the pitch out loud we have been able to tweak for

best results

Tuesday

Practice session in Copywriting class

SundayThe team dynamic is much better than it was last week, a good team talk and the end in sight saw to that!

Wrote up my script for the pitch – for the hand-up document.

Wednesday NotesSince starting to run through the pitch we have been able to optimise and focus on performance. It would have been ideal to be in this position a week before. Thursday

Mentor Session with DianeBrought Diane through all our slides and got feedback on what could be reduced and what areas needed to be worked on further. This was really good for team morale, we gained confidence from what we had brought Diane through and all our question areas were answered.

Reworked our key consumer Insight

Friday

Weekly Diary –Week Commencing 6h December 2010

Monday

To Do:

Practice, practice, practice.

Saturday

Tuesday

Finishing touches to video edit for Sam’s interview.

Need to covert to play from Mac.

Sunday

Wednesday Notes

Thursday

Friday

Weekly Diary –Week Commencing 13h December 2010