Programme NotesAims:
To raise awareness:
Synopsis:
00-01:00
Introduction to Rosie Arnold: a very advertising introduction to advertising.
01.00-04.02
How consumers are affected by adverts and revealing who's responsible for making adverts. Rosie's job description; she creates visual ideas to make brands more visible. A good profession for people who love ideas. You get paid very well, there is a lot of travel and a good lifestyle. 15 billion pounds a year is spent on the advertising industry. Explaining the function of advertising, and that it is a high pressure career. You work late and often at weekends. Rosie's advert history from 'The Big Issue' to Lynx deodorant.
04.03-08.17
Rosie has been at BBH advertising agency for 20 years. A brief history of BBH; first to use cool music in adverts. Appeal of the job, selling to all age groups. Rosie illustrates the process from brief through to production. She tells the story of her first major advert for Pretty Polly stockings.
08.18-10.47
History 1: Born in Scotland, moved to Dorset, England. Her father died when she was 3 years old. She was always creative and interested in arts and drama, and took an art foundation course in the 6th form. Rosie didn't have much technical expertise but had great passion, although her mother was unsure of her decision.
10.48-12.26
Rosie explains the relationship between copywriter and art director, and shows how she gets inspiration for her ideas. She teaches how to be creative and how to see the world differently.
12.27-15.25
The Process oftaking idea from draft to storyboard. Ultimate decision on quality of ideas made by client. A lengthy process.
15.26-19.08
History 2: Rosie went to Central St. Martins in London at 19, where she studied graphic design. She still wasn't sure what to do. She built up a portfolio and took an internship with an up-and-coming young ad agency. She learnt much from work-study environment. Met Kiki Kendrick - and became the first female creative team. Award winning; they get paid to chat and come up with ideas.
19.09-20.53
Rosie and a former copywriter relate the story about sticking to your guns during a Levi's campaign. She went up against her boss, and Rosie won out. She trusted her instinct, and was a success in the end.
20.54-End
In 2000 Rosie was promoted to the board of directors of BBH as managing director, handling 10 creative teams. She recently made a Lynx ad that played in 28 countries, and saw her advert in the cinema - a big thrill.
If you can excite other people with your ideas, it's a great profession.
Curriculum Relevance:
This programme can be used and discussed in conjunction with courses in sociology, psychology, media studies, art and drama, graphic arts, ethics, photography and filmmaking.
Background Information:
Some figures from the film
Early life and education
Though Rosie was born in Scotland, she grew up in Dorset, England. From a very early age, she was interested in visual things and was considered by many to be very creative. She studied fine arts in her 6th form, and later attended Central St. Martins in London to study graphic design.
First career decision
While attending Central St. Martins, Rosie was unsure of what to do as a career. She decided to take a work experience placement over the Christmas holidays with a young advertising agency called BBH. She has been with them ever since, for more than 20 years after starting out as one of the first female creatives in the industry.
The turning point
Making her first advert for Pretty Polly stockings, Rosie incorporated personal experience into the narrative. It was a success. She enjoys coming up with ideas and seeing them become adverts.
Conflict: The major and the minor
Advertising is an industry which is constantly changing and is in constant need of new ideas and images. Because of this, Rosie lives a very high-pressure existence, though a highly paid one. She is on a constant search for inspiration but at the end of the day, she accepts that the client has the final word. Most of her ideas go out the window and every day the battle for the next idea begins. She also understands you need to fight for your ideas and a bit of autonomy.
Resolution
Rosie was recently brought onto the board of directors for BBH as a managing director. As a creative director she is responsible for 10 creative teams working under her. Though the pressure is still on Rosie, she now works a 4 day week.
Activities:
Before viewing
In a group or class, brainstorm the following and record responses on a board or paper. Ask students what they associate with:
Briefly discuss what students personally think it would be like. Record their responses.
The film follows Rosie from art student to creative director of a big advertising agency. She grew up creative, began her career as an art student, then did work experience at an ad agency. Rosie teamed up with a female copywriter to become the first female creative team in the U.K. You may wish to have groups of students focus on the following:
After Viewing
Key Questions:
has the film made students:
Discuss and compare with their original brainstorm.
Activity (Class or group)
Links:
This web page contains links to other websites that are not under the control of and are not maintained by Channel 4 Television. Channel 4 Television is not responsible for the content of these sites and does not necessarily endorse the material on them.
http://www.adassoc.org.uk
http://www.aperfectcareer.co.uk
http://www.careers-gateway.co.uk
