The Springboard Catch Up

It’s been a year since we last caught up with our Springboarders and in that time a lot has changed. We have a new group of Springboard learners in our Cape Town office, the Learnership kicked off at Quirk Jozi, and the interns are constantly learning how best to overcome any challenge the digital marketing world throws their way.

I sat down with these inquisitive minds to find out how they’ve enjoyed this experience, which projects have been their favourite to work on, and to hear more about the life lessons they’ll take with them once they complete the learnership.

Before we get into the nitty-gritty, meet our Springboard learners:

Why did you initially want to join the Springboard Learnership? 

Banele: “I had studied Marketing Management but I was struggling to break into the field as it was drastically shifting into a more digital space – which I had less experience in. I realised I was getting left behind and decided that I needed to upskill myself in order to keep up with the changing times. This internship was a great opportunity for me to get my foot in the door and to get some real practical experience and gain valuable knowledge.”

Aviwe: “I’d always had a keen interest in marketing, and when a friend of mine who was a previous Springboard learner told me about the programme, I knew it would be a good learning platform to further my knowledge in marketing and advertising.”

Do you have a favourite brand or campaign that you worked on while you’ve been here, and can you tell us what you enjoyed about it and learnt from it?

Luvuyo ‘Papi’: “I was very lucky to have the opportunity to work on a brief from Woolworths which asked us to come up with a creative idea as to how they could be more visible as a sponsor for the Cape Epic. I was put into a group, and we competed against a few other groups to eventually present our ideas to a panel of judges. Unfortunately our idea was not the winner, although we did receive a bronze, and were later called back by Woolworths to assist with the creative look and feel of an app that they were looking at building.”

Banele: “It has been very interesting, fun and engaging to manage various social media profiles for an array of different clients. From food brands to car brands, it’s been important to learn about the correct tone of voice, how to offer real value, and how to communicate the specifications of the brand’s products and services. I’ve also been fortunate to be involved in a few shoots for ads where I got to experience just how the creative director uses his magic to create an advert.”

Jaime: “My 15 seconds of fame with the Three Ships Whisky Master’s Collection will always stick out in my mind.”

What has been your biggest learning curve or challenge to overcome while being part of the team?

Shana: “Deadlines, deadlines, and more deadlines! They are no joke.”

Ayesha: “Presenting in front of a crowd was challenging for me. Big crowds make me quite nervous, so I had to learn to get my point across clearly.”

Jaime: “Learning about so many different disciplines within digital in such a short space of time can be quite challenging, but it has been really fun and worthwhile at the same time.”

How has the programme exceeded your expectations?

Zamaziya: “Because I’ve been able to immerse myself completely in a number of different brands, I’ve come to really know more about each brand and their nuances, while also identifying opportunities to genuinely add value to their customers’ lives.”

Ayesha: “It has been so much more practical than purely theory-based. It’s allowed me to get a bigger picture of what it would really be like to enter and work in the world of marketing because it has shown me just how diverse marketing, especially in the digital space, really is.”

What have you loved most about the agency culture while spending your time at Quirk?

Zamaziya: “The generosity and willingness of other employees to share their knowledge and experience has been invaluable. I wish I had these people in my life ages ago to help guide me in the right direction!”

Jaime: “Just the working environment, really. It is a solid mixture of work and fun. Agency life really is something else!”

Aviwe: “The intern pen! Being around such wonderful and driven individuals while also getting the chance to meet and greet some of the most important people within the marketing industry. It’s been a great introduction to the world of digital marketing.”

How would you describe the Springboard experience in one sentence?

Shana: “#LifeChanging.”

Luvuyo ‘Papi’: “Life-changing and mindgasmatic!”

Aviwe: “One word: awesome.”

QuirkU: Rich Mulholland Edition

The More Things Change, the More They Stay the Same

On Wednesday 18 May 2016 Rich Mulholland, founder of presentation firm, Missing Link, and co-founder of perspective lab, 21Tanks, joined us in Jozi to present a #QuirkU. He chatted to the QuirkStars about how, despite popular belief, we don’t really change that drastically from one generation to the next. The more things “change” the more they really stay the same. Here’s what we learnt.

“This is more of a rant”

We are currently living in a “new world of work” where people are spending more and more time working to live instead of living to work. “Work is not your life’s meaning! But that’s okay because there should be life outside of work.” says Rich. He is a firm believer in balance, in working hard and smart, but then playing just as hard in order to stay sane.

He carries on to mention his frustration with the current obsession with Tech Disruption, “What about the calculator? We’ve been having it!” It isn’t something new. What this mini rant comes down to is that “change” is not a new concept, that we should be experiencing our lives fully, and not just going through the motions.

Rich believes the majority of people today are obsessed with what he calls the “Cult of Quick” – a phenomenon that many refer to as a millennial crisis of instant gratification. Except that this is not a crisis limited specifically to millennials, or any other generation specifically for that matter. Across various generations, people have become more impatient and expectant of more immediate results.

”Everyone has a short attention span!”

It is not only millennials who struggle with the short attention span that comes with the “Cult of Quick”, but everyone who has been exposed to the immediacy of the latest technology coupled with social media. More often than not we are finding that our grandparents and parents are also getting sucked into the distraction of Facebook and the like. Rich would argue that generations are starting to blur together, that we are all starting to embody the same set of characteristics and that we are not so distinctly differently.

Rich backs this theory up by pointing out one of the biggest sayings today about millennials, that they want to good and make the world a better place. “But this is not a new idea! Students do that, they protest. There’s a long history of protests!” he points out, further supporting his theory that this millennial generation is not so different from the one before it.

”They aren’t different.”

Because Rich believes that Millennials aren’t that different from other generations, he thinks we should start treating them a little differently to help push them in a better direction. He says we need to:

  1. Realise we’re making up a generation as we go, while we are in it, which is wrong because we are putting them into a narrowly defined box without the necessary perspective to do so.
  2. “Stop pandering!” he says after mentioning that gratitude (for us pandering them) soon becomes dependency, which quickly ends in entitlement, leaving us with screaming brats.
  3. We need to push them a bit harder and we shouldn’t do them any favours, they’ll all be fine in the end. “Let them make mistakes. Give them responsibility so that they can learn.” Rich says this will help drive work ethic.

In the end, we are all so obsessed with the cult of quick that it may be worth promoting mistakes and earlier failure as part of the learning process. In Rich’s words, “Go to work, drink a cement pill, and harden the f*ck up.”

 

Worthwhile – Chewbacca masks, hyper-reality, missed calls, 90’s TV

Hello!

Things have been rather busy of late, what with brand immersions in Lagos and workshops in Dubai last week, so to get things off to a palate-cleansing start, let’s begin with by far the most viewed Facebook Live video:

via BBC – Mum in Chewbacca mask shatters Facebook Live record

With that out the way, here’s this month’s Worthwhile…

enjoy,

scott (@thescott)

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Here’s a pretty radical view of the future of augmented reality (layering interfaces or experiences over a real world view).

Hyper-Reality

Our physical and virtual realities are becoming increasingly intertwined. Technologies such as VR, augmented reality, wearables, and the internet of things are pointing to a world where technology will envelop every aspect of our lives. It will be the glue between every interaction and experience, offering amazing possibilities, while also controlling the way we understand the world. Hyper-Reality attempts to explore this exciting but dangerous trajectory. It was crowdfunded, and shot on location in Medellín, Colombia.

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Quiet Is The New Loud

85 percent of Facebook video is watched without sound via Digiday

Facebook might be hosting upwards of 8 billion views per day on its platform, but a wide majority of that viewership is happening in silence.

As much as 85 percent of video views happen with the sound off, according to multiple publishers.

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From an emerging market point of view, Wall Street Journal’s 5 Things You Can Get in India With a Missed Call really highlights the opportunities for innovation that exist within the more traditional channels.

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For those readers in the retail world, this is a good post about the forces of disruption and retail: Disruption’s Long, Slow, Complex Journey

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This post is not sponsored, if it was, I would have read this first:
Here are some good, bad, and ugly examples of sponsored content

As with any other new venture, trial and error is integral to learning. While some, like Edelman, have tried to create ethical guidelines, the best way to learn what makes good sponsored content is to understand the successes and failures of past campaigns. We look at five well-known publishers to understand where they went wrong, and how they have, or could have, learned from them.

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If you’re one for nostalgia, head straight back to the 90’s with this 90’s TV simulator: my90stv.com

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And here endeth the post!

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