Matts Ipa Excellence Diploma Final Assignment Advice 100310


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A presentation given by Matt Sadler of Karmarama (President's Prize winner on the 2007-8 IPA Excellence Diploma) to the class of 2009-10 with some personal advice on how to approach writing their final assignments.

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Matts Ipa Excellence Diploma Final Assignment Advice 100310

  1. 1. IPA Excellence Diploma Some personal advice on final assignments from someone whose been there
  2. 2. Lesson One: Structure <ul><li>Where you are now </li></ul><ul><li>Getting good grades </li></ul><ul><li>A few practical pointers </li></ul><ul><li>Any other questions </li></ul>
  3. 3. Where you are now
  4. 4. You’re on the home straight
  5. 5. A unique chance to take the spotlight awaits
  6. 6. This is a sprint finish
  7. 7. Getting good grades
  8. 8. Remember where the marks come from ORIGINALITY CLARITY REFERENCES APPLICATION
  9. 10. It’s less about what you’ve read than what you haven’t read An opportunity to suggest something new An invitation to disagree Tell the judges something they don’t already know
  10. 11. My starters for ten <ul><li>Look outside the advertising bubble. What could we learn from..? </li></ul><ul><ul><li>Research science (chaos theory, complexity theory, dynamic network analysis, evolutionary biology, particle physics, rigour, experimentation etc…) </li></ul></ul><ul><ul><li>Theatre (the masters of emotion and atmosphere, creativity, audiences etc…) </li></ul></ul><ul><ul><li>Stand up comedy/Jay Z/Jon la Joie/Banksy etc. etc. etc. </li></ul></ul><ul><li>The future is complicated, how can we make it practical? Are the next breakthroughs in production and resources? </li></ul><ul><li>Dare to dream: What emergent technologies are out there that we could put to use and evolve? What game changing move would you make if you were China/Google/Duncan Bannatyne/Simon Cowell? </li></ul><ul><li>Pick a fight: What’s hope and what’s hype? Could taking a contrary view unlock some fresh ground? </li></ul><ul><li>Originality isn’t limited to topic - it’s a mindset for approaching the whole thing </li></ul>
  11. 12. The course reading should be your springboard to uncharted waters
  12. 13. Don’t worry if you don’t know exactly where you’re heading when you set off
  13. 14. Do pick a topic you’ll enjoy discovering
  14. 15. Make sure it’s big enough for 7,000 words
  15. 16. Application Ensure your originality stays grounded One big case study or lots of little ones – it’s up to you Ask yourself: What’s the point?
  16. 17. Look far & wide Original references are the best references Find the experts
  17. 18. Content is half the battle, structure the other Remember you’re telling a story A journey of 7,000 words needs signposts
  18. 19. Imagine how you’d feel if you had to read twenty 7,000 word essays
  19. 20. Then make it entertaining Make it clear
  20. 21. Re-edit Re-edit Re-edit Re-edit Re-edit Re-edit Re-edit Re-edit Re-edit Re-edit Re-edit
  21. 22. A few practical pointers
  22. 23. Book yourself some thinking space
  23. 24. Get help
  24. 25. Find a bastard
  25. 26. You get out what you put in
  26. 27. Any s
  27. 28. Matt Sadler Download my (President’s Prize winning:) paper at