Summer Internship!

I am currently working as an intern for Gravity an advertising agency on the Clarks account.

Clarks are in the process of rebranding themselves to attract a younger audience. Although for many Clarks is associated as the brand to buy school shoes Clarks is extremely popular in America. The rebrand will hopefully make fashion customers in the UK more aware of Clarks on such a level and convince them to shop.

It has been really interesting seeing all the aspects that go in to this and how a company plans their s/s 2012 campaign.

Gravity is currently working on a Retailer pack, POS to go in the shop and online, and Direct Mail.  I have been able to see first hand the planning that goes into such aspects and how the incentives for staff and customers have been thought up and designed. This will really help me with my university work as it an aspect that has only been covered on a fairly basic less innovative level.

On Friday I got to meet the client Richard Squire from Clarks, it was really good to see how someone knew so much about there company and brand and had a clear vision on what they were after.

As well as sitting in on meetings with the account directors, clients and design teams, I have helped the art directors by building a catalogue of the shoes listing their style, theme and colour. As Clarks sent them over without names. This involved searching through product catalogues to find the right pair. It also gave me a chance to see Clark’s s/s 2012 collection a year before it goes out.

As well as sitting in on meetings I have researched prices for images used in the retail pack, booked hotels for the clients and researched information for the other accounts. I also had the opportunity to look through Clark’s new customer profiles “Sue and Anna” and seen how Clarks are rebranding themselves.

Clarks are planning some really exciting events for the press and independent retailers to show the new brand image. It has been really exciting reading about the events that are planned and seeing what goes into them, they are really creative and out of the box and have definitely inspired me for my uni summer project.

I am really looking forward to the next two weeks as so far it has proven extremely interesting and exciting !