ROSIE ARNOLD

Aims

To raise awareness:

• that creativity is limited only by your imagination
• that advertising forces you to see the world around you
• that advertising allows you to participate in how society is defined
• that there is tremendous room for earning potential

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.

• England & Wales
• Northern Ireland
• Scotland

Programme outline

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.