Focus area was ADVERTISING
‘Globalisation and Transformation of the Australian Advertising Industry’
From the outset my group decided to share the load equally. We all had an interest in advertising; whether it was how consumers interact, Australia’s industry or relating it to something of a personal interest. So, it worked well because each individual had a different area they wanted to focus on, naturally segmenting the workload up. I was extremely interested in the inner working of the industry and where Australia was ranking against the ‘big dogs’ of NY and London. I would say due to my excitement and evident drive surrounding the project, my role developed into that of the ‘leader’. I use the term leader in a relaxed sense, what I offered to the group was direction and ideas. The presentation, for instance, was where my leadership role was cemented. Through coming up with the core ‘Gruen Transfer esk’ theme and the structure of the presentation. I became the point of reference to help our group effectively and concisely execute. Similarly, when reflecting back on the research question I largely assisted with finding a logical structure to respond to our question. In regard to the website, I was the mind behind it both in the creation and uploading of content. To further add to this I sourced both of our interviews and ensured that the questions were of relevance. The main issues faced within my role, personally, regarded my time management. I am not an obviously organized individual, so to then have others waiting on my direction – I struggled to finish my own work on time. However, somehow I managed to pull it off and get all of the work complete. Although a little bit more assistance from other group members would have been appreciated, as I felt some did lack in proactive and self-sufficient attitudes.
My research capability has improved dramatically since undertaking this assignment. The key moment that brings me to this conclusion was the process of the interviews. Somehow through sending many an email, I had managed to secure two interviews with very high-ranking global agencies. I felt a lot of pressure to not waste their time and impress them with my knowledge. By compiling a list of questions (assisted by the group) based on the research that had been undertaken, and scratching up on my knowledge of the particular agencies – so that I ‘idiot-proofed’ myself – made a world of a difference. Through this in-depth researching it provided me with the tools to conduct a successful interview. The main thing I learnt out of this is that there is always more researching, as after the interviews another ‘can of worms’ opened up. The agencies put things in a new perspective, a real perspective, and highlighted some areas we had overlooked. I don’t feel that my learning behaviors altered much within the progress of this project. I believe that I did become more proactive and professional, mainly again through the organizing of the interviews. The only other thing that I could note would be my ‘leadership role’. It’s not something I tend to take on, as I prefer to be an equal to my group members. So when reflecting on this, I am quietly pleased, as I feel I done an ok job and no bridges were burned. My strengths around a research project like is, include being logical, level headed and creative. I also feel that due to its large collaborative sense, I do interact well with others. Weaknesses include reading and absorbing large bodies of text, time management and asking ‘more’ of people. In my group I did end up doing more than my fair share of the work, I should have spoken up before it was too late, so that I didn’t end up lumped with an overwhelming amount of work.
Again, when reflecting on the process of the project I think the key strategies that work surrounded planning and listening to the interviews. To hear current professionals speak about the industry and how globalisation wasn’t this ‘big monster’ was a real insight. Particularly with the introduction of the digital age, its not disregarded but instead integrated. Collaborative strategies that my group implemented involved segmenting up the sections, so that each of us focused on our own topic. Then when considering the big picture, it thoroughly answered the question. In terms of the group keeping on track and not overlapping in content, consistent group meetings and conversations via Facebook helped us collaborate. One ‘make shift’ strategy that I implemented was going to Swanston street library, with one book in mind, and then shifting through the aisles to find other relevant books. I am aware this is not the ‘traditional’ way to use a library, yet through doing this I discovered new information that was relevant in a broader sense. In many ways this is what the pre-Google kids would have done. I find it helpful to read physical text as opposed to screen text, so this was a way I could absorb the information easier. What didn’t work well was my strategy to reference. Because I mostly referenced hard copy books, copy and paste was not an option. So I decided to hand write useful quote and notes and then transfer them to a digital copy, this was extremely time consuming and upon reflection a waste of valuable time.
The main problem I faced within this project was allowing myself enough time (and interest) in sitting down to read heavily academic articles and research. This was how I initially envisaged the process and the thought of endless reading did result in unmotivated attitudes. The annotated bibliography for instance seemed a huge task to tackle, but once I had found some ‘lighter’ readings things took a turn for the better. Through researching a topic I have an interest in, and luckily a topic (advertising) that at its core is creative, meant that there was research out there that wasn’t referenced in Latin. Watching shows such as ‘The Gruen Transfer’ and scrolling through Ad Blogs was all research. Particularly when considering my area – the current industry. In terms of the group, a problem that I faced was having members lean on my enthusiasm more than I would have liked. I had to face a lot of ‘new’ things alone, such as the creation of the website and organizing the interviews. However, I did not voice any opinions surrounding this and in the end I ended up having a lot of fun doing both. Through tackling these tasks solo, it had a positive effect in building up my confidence and sparking a thought that maybe the advertising industry is a place I could see myself.
Connections & intersections
This course was valuable in that it enabled you to take topic of interest and really explore and widen your knowledge of it. Imbedded within this were research skills, this I see as a key asset. I perceived my research capabilities to be quite high before entering this course. However, now at its completion, I am surprised at how much my skills have advanced and developed. A key value in this sense is professionalism. Particularly when involving industry professionals, it not only puts the pressure on to perform, but to also complete a project that is of a high standard. I also feel another value was working in a team environment, as otherwise the task would have been impossible. I learnt that under-pressure I have good problem solving skills, that I remain calm, creative and logical. An example of this was when we were filming the introduction to our presentation and the initial idea fell through. Within a short period of time I had compromised the idea and got us moving forward. I am also surprised at how easily a leadership role came. I did find it frustrating at times that I didn’t really have someone to bounce ideas off and collaborate creatively with, so this is another thing I learnt about myself. In that I don’t mind taking on the role of leader, but in an ideal situation I would prefer to work as equal within a group environment. When considering my future career, I feel that what I have learnt in this course has really sparked and ignited something I have overlooked for sometime. The research topic for starters was something I became pleasantly surprised by and through visiting some beautiful offices and meeting relevant people, I now feel it could be the place for me.
Overall I feel that I have worked hard in this course and as a result gained some great insights, for these reasons I give myself a HD.