Students hoping to work in an agency leave university with a new found ability. The world is theirs to conquer, but often they are missing one core skill, one they may not even know they lack. The ability to work as part of a large digital team. Up-Grade was conceived to help students see behind the curtain of agency life and learn how they can fit in.

1. right brain left brain harmony

2. UPGRADE

3. Pay no attention to
the manHead of client service.
Jessica Mullen,
behind the
curtain
On managing client interaction and
project management.

4. How does it all work?
To a student the world of agencies can seem amazing but daunting, we create
mad cap ideas like drum client service.
Jessica Mullen, Head of playing monkeys to sell chocolate and all the wonderful
interactive experiences you talk about with your friends.
On managing client interaction and
project management. do you have the courage, heart or brains to work in place
It can be a bit daunting,
like that. Fact is, its only when a team works together that great things happen.

5. The big idea
There are many career choices for students, for those that want to work in an agency
it’s incredibly important that they understand how the skills they learn at university fit
into a team.
We wanted to give that opportunity. Not a placement, not a competition, actual
experience of every function in an agency. What everyone does and how we do it.

6. What we did next
We approached Napier University and
said we wanted to change the way we
as an agency thought about student
placements.
Based on these six steps

7. We got our wish
Through a form on facebook thirty five students applied stating why they thought
they should be chosen. We chose ten to come to the agency every tues night at six
pm for two hours.

8. KNOCKERS
1.THE CLIENT:
Agency life Plastic surgeons
condensed 2.THE PROBLEM:
Breast implants are seen as tacky
3.THE INTENT:
In an agency winning work is extremely Change perception and increase queries
important and the pitch process is the greatest about breast augmentation among
example of the team coming together. affluent and influential members of society
From the estimated cost, to the time needed,
the research, the user testing, the technical
approach, the expected return on investment
and finally the big creative idea.
If you don’t get them all right you wont win the
work.
We set each pair a brief, simple, though
provoking briefs and six weeks to present their
bid for the work.
The only restrictions where the budget (50k)
and delivery date (8 weeks).

9. 6pm 7pm 8pm
Help with
Realise talk External talk brief
Insight and help
Each night there are two talks, preferably someone from the agency in the first hour
and then an external speaker in the second. Then if the students wanted to talk
about how they are getting on with the brief they can stay behind.
If they need help through the week they can post questions to a facebook group or
basecamp, which is viewed by everyone in the agency.

12. THE SPEAKERS

13. Client service
Jessica Mullen, Head of client service.
On managing client interaction and
project management.

14. Planning
Rob McLeod, Head of planning.
How to plan and gain business insight.

15. Technology
Jon Tonberg, Chief Technology Officer.
On the role of technology in defining and
crafting digital solutions.

16. Pitching & creative process
Don Smith, Creative Director.
Talking about pitching, how to do it well

17. Digital design
Dave Ward, Dept Creative Director.
A case study on the design and thinking
behind film4.com

18. Usability
Chris Rourke, MD of User Vision talking about
the importance of user research and testing

19. Clients
Ian MacKensie, Commissioner at Channel 4
On commissioning creative work across TV and
Digital

20. WEEK ONE WEEK TWO WEEK THREE
TASK SET: Research your brief TASK SET: Plan your project, TASK SET: Scope your idea
& generate initial ideas - Write define your budget & research technically, define the idea
an interpretation of the brief your users
Hour one Hour one Hour one
Intro & agency overview Estimating (time & cost) Shaping through tech
Hour two Hour two Hour two
Setting the brief Dreams of a client Real project example
Hour three Hour three Hour three
Planning Breakout sessions Breakout sessions

21. WEEK FOUR WEEK FIVE WEEK SIX
TASK SET: Work on creative, TASK SET: Pull all your work into
develop a proof of concept a pitch document and PITCH NIGHT
(Doesn't have to work) presentation for the final week
Hour one Hour one 30 Minute presentation
The industry & whats next Commissioning - Ch4
10 Minute questions
Hour two Hour two
Marketing in a large org How to pitch
Hour three Hour three
Breakout sessions Breakout sessions

24. THE WINNING PITCH

25. KNOCKERS
The idea 1.THE CLIENT:
Plastic surgeons
2.THE PROBLEM:
Natalie and Jamie worked on the ‘Knockers’ Breast implants are seen as tacky
brief. 3.THE INTENT:
Change perception and increase queries
They realised through research that women about breast augmentation among
are more concerned with what their friends will affluent and influential members of society
think, rather than cost or health.
With this in mind they created a mobile app
that allows the user to take a photo of
themselves and change their breast size. The
user can then share with friends or as a fun
task when with friends.
It also integrated clothes and culture to make
the experience more playful.

26. User research Timing plan
The team created example users They created a detailed timing plan
based on their research from concept to launch

27. Detailed costs Impact
A full cost breakdown by staff resource A supporting social media campaign
was created and expected reach was estimated

28. LOTS OF CREATIVE
The team put in a real effort to show how the campaign could grow, from mood
boards to blogs to stands in shopping centres. The proof of concept was a video
showing the functionality of the application.

29. View this video on you tube

30. The winning team recieved iPads

31. “Up-Grade has been an amazing
experience. During the last six weeks I’ve
gained a real feel for the practical side of
what it would be like to work in a digital
agency and have learnt far more than I
could possibly have imagined. I’ve also
been very lucky, as the experience has
opened doors for me within the industry,
and has subsequently landed me my first
full-time creative role with Tesco Bank.”
Natalie Jones

32. WE RAN AN ANONYMOUS QUESTIONNAIRE
AFTER UPGRADE ENDED

33. What was your view of working in agencies
before Up-Grade and has it changed at all?
“
Slightly intimidating. My view has definitely changed.
I didn't really know much, but I loved the community about the
agency and everyone seemed to be happy to help, which is
great! I now know I want to work in a team like this.
I hadn't realised how tasks are split in an agency, it was also very
interesting to see the general workflow in an agency and
work with a budget which doesn't apply to university projects
I didnt know what to expect in how an agency works.
It has changed hugely in term of budgeting and planning
and particularly the creative side of it too

34. How would you explain Up-Grade
to another student?
“
A really valuable experience worth taking part in.
A great insight into the profession.
Up-grade, everything you need to know about
the real world industry.
Best way i can describe up-grade to another student, is that
up-grade is the chance to gain a lot of agency experience in
a small amount of time, and a great opportunity.

35. THE STUDENTS HAVE ALSO USED THE EXPERIENCE
TO GIVE THEM AN EDGE IN FINDING WORK.

37. THERE ARE BENEFITS FOR THE AGENCY TOO

38. Positive PR in the industry

39. • Staff motivation and pride
within the agency
• High quality recruitment
method
• Be the agency that students
want to work at
• Give something back to the
industry
• Retain talent in the local
area

40. Planning
Thank you
Dave Ward - Deputy Creative Director
dave@realise.com