Barry Spelling IDM Summerschool 2011 (condensed)

Monday
Having made it through the tough application and tougher assessment day, on Monday 27 June twenty-seven bright eyed and bushy tailed university grads headed to the IDM for the commencement of the Barrie Spelling Top Student Summer School 2011.

With the (un)usual ice-breakers getting us all giggling and bonding (over some of the bizarre facts we'd revealed about ourselves in the application process), it was time for our first of many seminars with none other than IDM founder and MD Derek Holder. Proving to be both an enlightening an eloquent speaker we were all brought up to speed with the discipline of direct and digital marketing.

After a lunch of a much higher calibre than most were anticipating, the moment that we'd all been wondering about for so long was upon us; the brief.

This year's pitch was, excitingly for us, Bacardi Superior, provided by Rapp's ever friendly and helpful Gavin Hilton and Louise Morgan.

Following a brief period for our groups to discuss initial thoughts, Monday was finished off by a chance to meet and grill some of last year's IDM Summer School graduates, accompanied by dinner and drinks at The Park Lodge Hotel next door.

Tuesday
Getting straight into it on Tuesday, we were given the task of producing a full campaign for O2 Priority. Each feeding back to the group, everyone came up with some fantastic and wildly differing ideas.

Next up was a wonderful talk from Martin Troughton, founder of Harrison Troughton Wunderman (among many other ventures). With a career tale packed full of anecdotes and advice his presentation made for a truly enthralling experience, and showed us the many twists and turns a marketing career can take.

After lunch was the big trip out, this year to the Willy Wonka's Marketing Factory of OgilvyOne. Packed full of technology and gadgets, the best way to describe it would be as a more purposeful kids section of the Science Museum (though its client-wooing abilities are undoubtedly evident).

After being given a tour round the Design Labs, we were given an audience with such moguls as friendly UK Chairman Paul O'Donnell and the ever tangential Rory Sutherland, alongside the recent Ogilvy Fellowship intake.

Our minds reeling and full of inspiration from what we'd seen and heard, it was time for (you guessed it), drinks! Heading down to the in-house bar, we had a great time chatting with some Ogilvites before heading off for a group meal at Wagamamas.

Wednesday
Wednesday morning changed the pace a little, with Wendy Pearson of Direct Line giving us a crash course in segmentation. Whilst not perhaps the most exciting area of marketing, we all appreciated that it's not all glitz and glam, and any half decent plan is founded on good segmentation.

This was followed by EHS 4D Group taking us through the recent rise of digital, its necessity as a marketing medium, and how it's progressing as a marketing tool. Providing numerous examples of successes such as Intel's "Museum of Me", Nike's "1948", and O2's "3D rugby" (produced by Archibald Ingall Streeton), we all received some interesting insight as to what's being done at the moment, and the vast possibilities of digital as a discipline.

The morning's events causing all of us to become excited over the prospect of being the minds behind such successes, our heads were brimming with ideas for our afternoon of case study work.

The IDM's 8pm closure meant we had to search further afield for wifi, some even resorting to sponging off of Pizza Express. Despite working late into the night to get the pitches as done as possible, everyone's spirits were high. This felt like the real thing.

Thursday
Thursday wasn't a time for tired eyes, when straight away we were given the task of improving Laithwaite's Wine's direct mail. After all scratching our heads for a while, we all put on our thinking caps and the ideas started flowing. Before long everyone had come up with loads of (hopefully useful) ideas.

Next up the social experts Sam and Felix of Essential Communications gave many a rude awakening on how easy it was to unearth unemployable info on you on social sites. After this shock, they went into how to effectively brand yourself and utilise social media for furthering your career - something useful both now and in the future.

Soon after, the main event of the week had arrived; the IDM Patrons' reception at London's Goring Hotel.

Heading off in our Apprentice-style suits and black cabs, we were soon greeted by drinks and the obligatory event photographer. Derek Holder then disposing of the pleasantries, it wasn't long before we were mixing with all the senior marketer patrons and having a great time. Representing both clients and agencies, the multitude of experienced and knowledgeable marketers at the event meant that everyone had a fantastic, rewarding and fruitful evening.

Unfortunately however, as all good things do, it had to end. So at 9pm we were unwillingly shepherded back into the black cabs back to Teddington, to get ready for our pitches the following day.

Friday
Not quite believing that the big (and last) day was already here, everyone turned up with mixed feelings of nerves and excitement, presentations at the ready.

Each group pitched their campaign idea for Bacardi Superior to a panel of 12 (as well as to all our fellow Summer School delegates), all subsequently receiving highly detailed and useful feedback. Overall, everyone did brilliantly. We were all amazed at the variety, depth, and quality of work produced by all, with everyone's presentation skills matching the content.

This sadly marked the end of the week and it wasn't long before we all had to part ways to get our respective trains and planes to take us back to all corners of the UK.

Speaking on behalf of others, I think it's safe to say we all had a fantastic time. We all learnt a huge amount, met some fascinating people, and got the opportunity to do some brilliant work with some like-minded friends.

With such a high calibre of delegates, agencies and clients all involved in this year's summer school, I would highly recommend to all getting involved in any way possible in the future.