Friday, January 27, 2006

Accepted today for a Masters Progam




http://www.academyart.edu/

The MFA in Advertising is designed to provide the graduate student with expertise in directing a full advertising campaign from concept to finish, including market research, strategy, copywriting, art direction and presentation. Graduate students focus on establishing themselves as creative communicators capable of formulating carefully planned strategies and expression in the traditional media and in emerging interactive advertising.

The curriculum reflects the professional aspects of the industry by integrating technology with visual communication. Collaboration is also stressed. Consequently, the curriculum encourages individual focus culminating in the graduate student's Final Project — a competitive portfolio that demonstrates a mastery of advertising principles.

My particular focus will be on what is commonly known within the industry as, Account Planning. (see explaination below for more specifics on this field). In short, Account Planners work closely with Art Directors and Copywriters to create effective advertising communications. Account Planners don't usually write copy or design visuals (they can if they're good) but instead provide guidance in keeping the communication on strategy for the target audience.

I will begin this 2.3 year program on January 30th, 2006.

This website hereafter will give you an idea as to the quality of work I need to produce at the commencement of my graduate program here... http://media.academyart.edu/galleries/ADV/index.html

...so what is "Account Planning" within Advertising?

Well, if you're interested, here is the official definition, updated in 2001...
http://www.apg.org.uk/about-us/what-is-planning.cfm

Account Planning Department:
The Account Planning department used to be called the Research Department. This is the department that came up with the famous line of Americans having “2.3 children”. So the British came up with the idea of Planning. Planners are responsible for the consumer’s view point. They are the eyes and ears of the consumer. They advocate this view point to the client, the creatives, and the media department. They are also a very creative bunch. How do you get into the heads of athletic high school girls? Hang out with some on a HS basketball team, become a member of the team, go everywhere they go, and do everything they do - for a solid month.

Job description of Account Planners:
Account planners play a key part in developing advertising campaigns for a huge range of products and services. Their role is to combine the attitudes and interests of consumers, clients and creatives to help produce effective advertising. Acting as the voice of the consumer within an agency, planners use research data to identify ideal audiences and optimum methods of communication. They combine market data, qualitative research and product knowledge within a core proposition to enable the creative team to produce advertising ideas that resolve defined business problems. With increasing public awareness of marketing strategies, a key challenge is to develop innovative ways to reach consumers.

Typical work activities may include:



  • liaising with clients to identify specific business problems and develop ideas;
  • communicating with colleagues within the agency, such as creatives and account managers, in the process of developing a campaign;
  • analysing a wide range of information in great detail to gain a comprehensive context to advertising strategies. This may include demographics, socio-economics and the market for the client's product and market share;
  • commissioning research from outside organisations, as required, to inform advertising strategies, using both qualitative methods, such as focus group discussions and structured interviews, and quantitative methods, such as demographic profiling and questionnaires;
  • running qualitative research groups;
  • monitoring cultural and social trends, and their impact on consumers' attitudes, behaviour and perceptions, using a variety of market and research data;
  • finding an 'angle' on a specific product or service on which to base an advertising campaign;
  • researching the product or service, which may involve gaining technical or specific knowledge;
  • reconciling the differences between consumers' current perceptions of the brand and the way in which the client wishes the brand to be perceived;
  • meeting the client to learn the background to the brand and advising on possible approaches or adaptation of approach to the target market;
  • providing the creative team with a clearly defined brief that contains concise information on the product, audience and strategy enabling them to develop creative ideas that may be applied to a variety of media channels that will promote the idea most effectively;
  • presenting conclusions and ideas to clients and other agency staff;
  • analysing and interpreting customer response and sales data in order to evaluate the effectiveness of the campaign.

http://www.ciadvertising.org/SA/spring_03/382j/MDEMORI/stanley%20pollitt/AP.htm

Sunday, January 01, 2006

2006 Winter Wonderland














This holiday season could have easily been spent in the desert weather of Morocco, but instead I've chosen the extreme cold of Austria. Below are images I took from the region of Styria over the course of a month.

Tourism Weblink for Graz, Austria:
http://cms.graztourismus.at/cms/ziel/42425/EN/

























VW Bus - Graz

























Streets of Snow - Graz




















Church - Kärnten Mountains
















Cabin Sunrise - Kärnten Mountains




















Valley - Kärnten Mountains




















Valley2 - Kärnten Mountains Posted by Picasa
















Prebel - Kärnten MountainsPosted by Picasa

2005 Winter Wonderland...

This powerpoint slideshow is from a town called Versoix which is near Geneva City in Switzerland. This was taken during the mid-winter of 2005 near the lake (behind the shots) called Leman Lakei. It's very beautiful and equally surreal, because I can not imagine how it must have felt there during this time...

PowerPoint (2.6MB)
http://www.cs.uml.edu/~omacneil/Ice_Switzerland.pps

Album Info. of "Ameno", by Era...
http://www.amazon.com/gp/product/B000007ODM/ref=m_art_bow_1/104-0604626-4183161?s=music&v=glance&n=5174

Below is just an example of many amazing pictures that can be viewed on this powerpoint slideshow...

Friday, November 18, 2005

Blind faith in the Peace Corps mission...


















In this post, I would like to express an insider's view of the Peace Corps, which will lead you to just a few of the reasons I decided to exit the Peace Corps after serving just over a year's time. This goes without saying, but the Peace Corps experience is quite different for everyone, and this is just one viewpoint of it. However, I can assure you that my experience is shared by many returned Peace Corps volunteers and those currently serving.

As is the Peace Corps, thousands of volunteers spend two years of their lives bettering dozens of countries. But there's another side to the story. The budget for 7,700 volunteers is more than $300 million a year. For the roughly $80,000 it costs to support a volunteer for two years, a team of "true" development consultants could visit these 3rd world villages and provide a larger impact. But the Peace Corps doesn't work that way. Its primary focus is building cross-cultural friendships. To encourage friendships, the bulk of volunteers still serve in situations like simular to conditions of — remoteness, solitude, living at the locals' level, eking out progress by patience and wit. This was my experience as well, which is the common perception of the Peace Corps. However, technology and international politics have changed the world since 1960 in ways that make the "roughing it" philosophy counterproductive. The Peace Corps could better the world quicker by changing its focus. And as it still stands today, the program's methods revolve around these three goals:

• "Helping the people of interested countries in meeting their needs for trained men and women."
• "Helping promote a better understanding of Americans on the part of the peoples served."
• "Helping promote a better understanding of other peoples on the part of all Americans."

While the Peace Corps commercials talk about development, only one of these goals is about that version of helping. The value is more in cross-cultural exchange. Since the focus is exchange, not development, volunteers are encouraged to live as their hosts do. There is a funny volunteer competitive thing about who has to 'rough it' more, and people without electricity, running water, etc., seem to get the most bragging rights. Turkish (squating) toilets are fine, but the roughing-it philosophy also means limiting access to technology, even though it's sprouting all over the developing world. It means having most volunteers, "except in a few cases," serve by themselves. Because friendship is primary, I found my project vague or featuring little accountability. When I arrived to my site there in Morocco, I arrived to learn that my hosts weren't sure what the Peace Corps or my mission was. While overcoming these obstacles is a character-building experience, isolation, lack of technology and vagueness make service quite inefficient. That need not be the case. The world has changed since Kennedy's speech. When John Coyne, who runs the website Peace Corps Writers, flew to Addis Ababa in 1962, it was his second time on a plane. Few volunteers can say that now. Our needs, likewise, have changed. Under Kennedy, we battled the USSR for the developing world's soul. Now there may be a case for Arab world friendship programs, but elsewhere, people need American friends less than they need to stop carrying water six hours a day. Possible steps The Peace Corps, with its well-respected brand name, is uniquely positioned to make that happen.

Hosting Peace Corps volunteers is a cost-effective way for developing countries to have early access to the cutting edge of modern life, including mastery of the English language. On balance, with the exception of Sub-Saharan Africa, the first goal appears to remain valid but has lost some urgency. The Second Goal is to promote understanding of Americans among people in developing countries. The United States is far better equipped than other countries to use hard instruments to fight global threats such as terrorism. The task will be easier to the extent that people in developing countries appreciate what Americans are doing. At the moment, the United States faces considerable skepticism. Public diplomacy may not be sufficient to turn the tide. Personal relationships have always been the best way to promote American ideals. Fostering these relationships has been the greatest success of the Peace Corps. The Second Goal appears to have even greater urgency today than it did 40 years ago. The Third Goal is to promote understanding among Americans of people in developing countries. The Peace Corps agency may not be the best instrument for advancing this goal because it competes with the primary mission of placing qualified volunteers in communities abroad.

A more positive attitude toward country-specific labels could make it easier to start programs elsewhere. Greater host-country ownership. Peace Corps operations are visibly driven by Americans. Appointing host-country nationals as country directors or co-directors could increase country ownership of Peace Corps programs. If the primary mission shifts toward increasing mutual understanding through personal relationships, a logical result would be to reexamine the potential for placing volunteers from foreign countries in U.S. communities. American volunteers may be more effective serving under the United Nations flag than under the U.S. flag in some countries. The U.N. Volunteers program has about 5,000 volunteers in the field. Less than 50 are Americans. Can the supply of volunteers be increased? While Peace Corps management believes that the current level of demand is consistent with the objective of filling 14,000 slots by 2007, some observers are concerned that levels above 10,000 may not be feasible without lowering standards. Perhaps the hardest question to answer is how the quality of Peace Corps volunteers has changed over the past 40 years. The absence of empirical studies of volunteer effectiveness reflects the difficulty of structuring a survey that would yield convincing results. When jobs are hard to find for college graduates, the application flow tends to increase. It is less clear how sensitive the supply is to the amount of the readjustment allowance that accumulates now at the rate of $225 per month. This amount is less than 60 percent of what AmeriCorps members accumulate. A case could be made for a Peace Corps allowance higher than the AmeriCorps allowance on the basis of hardship and national interest. Two other steps to increase supply are worth considering. The baby boom generation is one. Many baby boomers are at their peak in terms of technical skills and civic understanding. Tapping this rich pool of talent effectively, however, may require a separate recruiting operation and staff support structure, and a different service formula. An older staff person dedicated to backstopping older volunteers in each country office could help to minimize early termination. A one-year service commitment could make the Peace Corps more attractive to older Americans, possibly combined with the option of returning to the same site or country after a three-month break. Customized placement. Current Peace Corps policy discourages applicants from applying for assignment to a specific country. As a consequence, applicants with a compelling interest in a particular country may never get invited to training. Customizing products and services is a basic trend in today’s world. A more customized recruitment and placement process could have a measurable impact on supply and even more on the results achieved in the field. Can support policies be improved? Attrition is a perennial concern. Since the late 1950s, the attrition rate over the 27-month period from the time a nominee accepts an invitation to train to completion of service is on the order of 28 percent to 30 percent. Other major causes include health problems and discontent with site-specific working conditions. While the attrition rate seems high, it may be lowered by finding more suitable sites. Knowledgeable observers consistently cite good programming as the key to volunteer effectiveness. Programming consists of selecting a specific area of activity (project), finding suitable sites, designing sound training programs and helping volunteers overcome problems that inevitably arise. These are core responsibilities of the country offices. Seeking economies in this area may be penny-wise and pound-foolish. Don't get me wrong, the Peace Corps is a gem, but a small one in a big world. The central policy issue today is whether to preserve it as is or to create a new program with a mission that appeals to a broader group of developing countries and attracts a larger number of qualified volunteers. The Bush administration’s current plan to double the number of Peace Corps volunteers is not particularly ambitious, but expansion driven from the bottom up rather than the current top-down approach is more likely to preserve the luster of the Peace Corps. Putting a substantially larger number of American volunteers in developing countries for meaningful work looks feasible, but probably requires a fresh approach.

And this, amoung a few other reasons, has led me to leave the Peace Corps short of my two year commitment. I feel somewhat saddened by my early departure, but liberated in my decision to leave. I can only hope that those reading this blog might benefit from my experience, and judge me not on my time commitment, but rather on my accurate account of the events leading up to my decision to leave. If you have an interest in or currently applying to the Peace Corps, it's important for you to go in knowing that there is a strong possibility that you too will be faced with this.

Best of luck to you!

Saturday, November 12, 2005

< < < Going Home!!


TOUR OF DUTY:
September 11th, 2004 - November 12th, 2005.Posted by Picasa

Wednesday, October 26, 2005

Random Photos from Morocco...


Summertime in Northern Morocco - One of my random train conversations with the other Moroccans onboard. I'm fluent in body-language, in case they don't understand my Arabic. Posted by Picasa

Hu'ya mn Hlib! (brother of milk):
During our training sessions a year ago in Tineghir, we learned of a name given to the most sacred of brotherhoods. In some highland mountainside areas of Morocco, it is common for women to share the responsibilities of nursing the young. All those babies who nurse from the same mother, are considered instant family. Even though we were nursed separately, we quickly picked up on this title, as we soon became known as the "Brothers of Milk". Posted by Picasa















Myself, my host from the city of in Tineghir, and my buddy Lee.






















Passing for an Arab!
With a nasty neck beard such as this, it was quite hard for others to discern my true orgins and forwardedly assumed me to be that of a typical Arab roaming the Moroccan lands. This proved to be advantageous at times, but equally dangerous at others. As much as I was not treated in a manner associated with that of a tourist, I was often misguidedly subjected to the Moroccan laws placed on their citizens and at the mercy of the police that thoroughly carried these out. As an American annointed with the vast freedoms of our country, living within the strict guidelines of the Islamic world had its challenges.

Tuesday, October 25, 2005

Why are we driven to Volunteer?


One of the reasons I came to the Peace Corps is because I felt the impulse to place my concerns on the shelf and help those with more pressing issues than I. With the creation of this Blog Website to chronicle my process, I have had numerous individuals commenting on my website about how they too wish they would have joined the Peace Corps. However, being a Peace Corps Volunteer is just a name given to those who desire to help the less fortunate. Moreover, we are each given an opportunity to help others in need, and it is truly a gift to be placed in a position where you can aid others. So, I would say those that are annointed with this impluse, that there are other ways to show your support.

Now as you might imagine, the world news travels alittle bit slower to me here in this small village of Morocco. And it is a rare opportunity that I reach the internet or therefore have access to an english journal. However, just the other day I found an english newspaper crumbed in the waste-bin of some restaurant. And as I began to read the featured article, my eyes began to unconsciencously flood with the breaking of each sentence. I'm talking, of course, about the recent tragedies happening in Louisiana.

My first reaction was "helplessness", as I sat there with no phone or way to immediately communicate with my friends/family. I became somewhat angry with myself, as I was a prime example of why Americans should be spending more time tending to the problems on their own domestic soil, rather than trying to uproot the international ones. I couldn't help but contemplate my existence, as I sit here in Morocco, placing 2+ years of my life in the poorest parts of a 3rd world country, when my own homeland is being struck with one of its worst natural diasasters since the 1906 San Francisco earthquake.

As I think more about this tragedy, I can't help but recount the words of my childhood friend, who once said to me, "Something that has always puzzled me all my life is why, when I am in special need of help, the good deed is usually done by somebody on whom I have no claim."

Wednesday, September 21, 2005

"Life is Calling. How far will you go?"


In addition to this print ad and others, the Peace Corps has launched a brand new recruiting campaign. It's my opinion, that they have successfully replaced the 1960's hippy stereotype and given it a bit of a face-lift, which is only about 50 years past due. (it's government though, so what do you expect)

I just saw the commerical, and it's pretty good, I must say. They casted Matthew McConaughey to do the voice-over work. Here is a direct weblink if you'd like to watch the commerical... http://www.peacecorps.gov/index.cfm?shell=resources.media.psaShowVideo&vd=psaE&bwd=whbe

(Transcript)

How far would you go to help someone?
Would you go to the end of your driveway?
Would you cross a street?
Would you cross an ocean?
To a place 6,000 miles from home?

And how long would you go?

Would you go for a week?
A month?
A year?
Would you go for 2 years?
Would you go if you could use your knowledge to teach someone and, in the process, maybe learn something yourself?

Life is calling...

How far will you go?
Posted by Picasa