CHI&Partners

The First Week

Day 1

My first day was obviously a nerve-filled one - new area, new company, new people etc but I was very glad I had worked at BBH previously in April as that gave me a little more confidence.

After settling in, I got straight onto my first task which was to create a powerpoint about big named rivals such as Coke vs. Pepsi, Virgin vs. BA and Heinz vs. Branston. I searched for advertising that each brand had created which in some way involved their rival. I included what effect this had on each brand and talked about who was the stronger half. Later in the day I presented this one on one to Ashley who had set me the task. He in turn asked me questions which got my mind thinking back over the days research.

Day 2 

In the morning I got set a large task surrounding Budgens, by my mentor, Kat. I was to create a powerpoint describing and demonstrating Budgens' 3 year advertising history. This is when I got taught how to use 'Ebiquity', a huge database full of global advertisements ranging from present to decades back. So after putting in my dates and key words and country I ordered the press and TV ads that Budgens had made. The second part of this was to create a Budgens Market Report. I had to include what they were, what they had been up to, a bit about the market they were in and articles they were in. I used Bournemouth University's link to 'Mintel' to read about the convenience store market and get some expenditure graphs and learn about their demographics. The feedback from my work was very praised which made me feel relieved and happy. 
Next, I was sent to Hamley's to source two soft toys that CHI needed for a meeting about a new programme coming out. I was told a description of a 'camp unicorn' and an 'intelligent crocodile'. I loved this task as Hamley's was a childhood favourite of mine and it brought back a lot of nostalgia!
Lastly, I was set my week's project which was a presentation on the past year's best digital campaigns. 

Day 3

Today I helped out on the Lexus account, taking screenshots of Lexus UK's global counterpart's advertising and use of online platforms. It was interesting to see how their current campaign ran across different countries. 
Later I was given a brief to create a powerpoint on the UK's online gambling industry and to include market research, compare the different sites and research into Social Currency and Wynn's Red Card. 

Day 4

On Thursday I was given a short film to transcribe by Hannah on the Lexus team, which proved quite difficult as it had a lot of technical vocabulary due to it being based on Quadrotors! 
Then I was sent out to Apple and John Lewis to take photographs of their 'home technology' displays and packing for the products. This was quite a mission as I wasn't really allowed to do so, so I had to be extra sneaky. 
After lunch, Lily, one of the graduates asked me to fill in an Excel spreadsheet for Argos' items catalogue and accompanying photos. 
Lastly, to much perfection, I finished my digital campaign project.
Around 5.30 we were asked to join a show and tell sort of get together in the bar where each month the different accounts show everyone what they've been working on and any awards won etc. which was a great laugh and there was a free bar! After a glass of wine I got networking to the younger colleagues who had joined straight from University. 

Day 5

Freddie, one of the graduates, asked me to assist him on prep for a pitch they were getting ready for. I had to create a powerpoint on anything and everything I could find about the company with a focus on their advertising. 
Next, Lexus asked me back to do another transcription for a similar clip.
Then I was sent out to photograph a nearby Argos store from different angles in a semi circle in front of the shop. I got a few strange looks. The highlight of the day was free pizza for everyone at lunchtime!

Day 6

I helped Freddie with a monthly summary of different market's top stories. I was to find the top 3 articles for Mobile, Broadband and Television. A month is a long time, so I had to choose my stories wisely and based on importance. I was later given my second week's presentation task of which I was to choose from a list. I chose Sustainability because I think it is hugely important and it interests me the different ways that companies choose to tackle it. 

Day 7

Today I was to create a powerpoint, or what CHI call a 'deck', given to me by one of the senior planners. It was based on co-working spaces around London - what they are, why, how, who etc. I wasn't familiar with the term but after some short researching I came to learn it was about people joining others in a mutual work space, sometimes paying for a desk, all were completely different. I had to then compare and contrast the top 6 I was given to look in to. 

Day 8

This morning I helped Lily prepare for a series of Christmas adverts that were starting to be aired. I had to order in some items for a shoot and update the excel spreadsheet with what I had reserved, where and how many were left. Looking at some of the items brought back memories from when I was younger and I started to feel all Christmassy! Later Kat talked to me about the grad-scheme they offer and said I should definitely apply nearer the time which was very exciting, I would love to do it. 

Day 9

Freddie needed a hand creating a presentation for a brand they had recently been given work by. I helped uncover the main rivals and what they did and through what communication. Luckily, it was something I was quite familiar with so I knew where to look and what to look for. Later I helped Ash find some examples of creative customer reward schemes which was quite fun as some of them were really cool ideas!

Day 10 

My last day at CHI was certainly not a boring one! I came in early to cease the day and finish off what I'd started for Freddie. By mid-morning I was given a task to find and explain how 5 different Television shows - aired on the same channel - went into ad breaks and how they ended the show. This took a lot of rummaging around as YouTube wasn't displaying ad breaks and it was hard to find a full episode anywhere else! Eventually by early afternoon I had finished it. Just in time to help the Lexus team with some research. I was given two 2-hour long focus groups to watch and under titles Kate had given me, note down quotes and the timing of them. This took a very long time due to the stop and start and perhaps because it was in French! although it did have an English translator over the top. Being a perfectionist, I spent maybe a little too long making sure I got everything word for word. All this was good practise for time-managent and noticing where I can learn from myself. 

I was sad to leave as I had been made to feel so at home and got to know the area pretty well which I loved - Oxford Street was literally 10 seconds away! I got a couple of good bye emails and appreciation for my help which made me feel quite good about my stay with CHI. Being a fairly young agency, I felt I had a lot in common with the people who worked there and felt very comfortable. Maybe one day i'll be back!