Barrie Spelling IDM Summerschool 2011 (Wednesday)

Wednesday morning we changed the pace up a little, with Wendy Pearson of Direct Line enlightening us about segmentation.  Though we all knew that a great plan can only be implemented or even conceived after deciding exactly who to target, many of us weren't too savvy as to the intricacies and inherent complexities of undertaking such a task.  However, being set some group work that was fed back to the collective, we all got a flavour of how a company like Direct Line segments as effectively as it does, managing to remain an insurance giant without resorting to aggregator sites.

After this, EHS 4D Group came in to go through the moderately recent rise of digital, it's necessity as a marketing medium, and how it's progressing as a tool for marketers.  Providing numerous examples of successes such as Intel's "Museum of Me", Nike's "1948", and O2's "3D rugby" (done by AIS), we all received some interesting insight as to what's being done at the moment, and the vast possibilities of digital as a discipline.

All excited over the prospect of being the future creative minds behind campaigns such as these, our heads were brimming with ideas  for our afternoon of working on our case studies.  That said, knowing that the patrons evening at The Goring would be the focus  of Thursday, the pressure was on to get our presentations pretty much nailed by the days end. 

The IDM's 8pm closure meant we eventually had to leave the building and search further afield for the work necessity of wifi.  Fortunately for our team however, Kristina's nearby house meant that we were able to work in a bit more comfort than others, who had to sponge off of Pizza Express until kick-out time.

 Trying to get into the Bacardi spirit, we decided to have a few of the cocktails we were marketing, and have our own little "Bacardi Together" moment.  Getting fully stuck in to the task, we had a great night working on our pitch, feeling like  we were getting a true taste of what agency work would be like when the pressure's on.  Whilst it was a long night, we all worked really well together and before we knew it it was 2:30 and our presentation was pretty much sorted.