NDU Term Paper | Intenship Report


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NDU Term Paper, Intenship Report by Naja Faysal

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NDU Term Paper | Intenship Report

  1. 1. Notre Dame University Faculty of Humanities Department of Mass Communication Internship Report Company name: Rouge Inc s.a.r.l (Syoufi Str. Ashrafieh- Beirut, Lebanon, Tel: (961) 1 612561) Supervisor: Mr. Raymond Merhib Start Date for Internship: November 18th, 2005 End Date for Internship: February 3rd, 2006 Submitted to: Mrs. Gloria Mattar by: Naja Faysal #2002-8058 (Zouk Mosbeh, Lebanon, Tel: (961) 3 923956) Course: Internship in Advertising (ADM481) (Fall 2005) Report Date: February 25th, 2006
  2. 2. TABLE OF CONTENT: I. The Company’s history II. The company’s departmental organization A. The function of each department B. Channeling of business between departments III. The project/job handled at the company A. Analysis B. Conclusion IV. Bibliography and References V. Agency’s evaluation of the student’s internship (Attached)
  3. 3. THE HISTORY OF THE COMPANY Rouge Inc is now a local full service advertising agency that caters to all the communication needs of their clients. It is located in Achrafieh, in the heart of the city, which, enables the company advanced networking for their local clients. For a long time Rouge Inc has been the associate to Bates, a worldwide advertising agency that used Rouge as its offices in the Middle East. In 1999, Rouge and Bates Worldwide merged and started operations under the same management and the company was renamed Bates Rouge. In January 2004 Bates Worldwide was sold to WPP. WPP is a multi billion- dollar corporation and it is a mother company to a number of worldwide agencies such as JWT. After WPP bought Bates, once again, Rouge had another major transformation; it separated itself from the Bates group and once again reestablished itself as a local advertising agency. Now as an independent agency, Rouge Inc has a ranking of 4.5 to 5 million dollars and their major clients include Group Mediterranee, SNA and Mercedes Benz. THE COMPANY'S DEPARTMENTAL ORGANIZATION A. Administration The administrative department consists of the Financial and the Human Resources Department. The Financial Department deals with all the "cash" from the payroll to financial statements to the delivery of reports to the management and the government. The Human Resources department deals with “the people”. Its main task is to recruit the right people and keep all those in the company satisfied. B. Commercial Department a. Account Handling They are the backbone of the agency; they are the direct contact for both the agency and the client. They run the day- to-day as well as long-term operations of the client. Without
  4. 4. them, the company will not be able to fully comprehend the needs of the clients. They maintain a positive relationship with the client and guarantee satisfaction for both their client and the internal departments. b. Planning and research This department consists of marketing personnel and advertising experts that conduct and base their conclusions on specialized research procedures. Without them a creative brief cannot be written by the account handlers. They set the platform to every brand according to the client's forecasts and the agency's recommendation to where the brand should be going in the long run only. c. Media At Rouge Inc they deal with a company called Starcom that specializes in media buying. C. Creative Department a. Concept development At Rouge Inc a concept is developed in teams. Each team consists of an art director and a copy writer. The team receives a creative brief from the account handlers. This brief sets the pathway of development for the creative team. The creative team then brainstorms within the guidelines of the brief and they come up with a concept for the given project. After the concept is approved by their supervisor or team head they create sketches of the campaign. b. Production There are two types of production departments, print and TV/radio. The print production department deals with the finalization of the sketches given to them by the creative department. After the approval of the concept and the sketches, the production department perfects the 'sketch' and it is turned into 'artwork'.
  5. 5. When this artwork is completed it is ready for publication in the given media assigned by the account handlers. The TV/radio department receives a storyboard or radio script from the creative team. They coordinate with external production houses and studios to complete the sketch and turn it into a TV or radio commercial ready for airing. c. Management (traffic) The traffic department is the gateway to the end product. When an account executive or director sends a brief to the creative department it has to go through traffic. Traffic rates the urgency of the job and puts it into the creative system according to its importance. The department assigns the creative team and deadlines. It then coordinates with the production department for finalization of ‘sketches’. Any changes in briefs or meetings conducted between the creative, production and account handling departments in the agency are to go through traffic. THE JOB HANDLED AT THE COMPANY From the beginning I believed that my internship should be an opportunity to get into the real business. My purpose was to get an opportunity to practice various advertising principles in the real world. In addition, to provide me with a wide understanding of how advertising agencies operate. My internship took place at the Creative Department at Rouge Inc. It was a great experience because I demanded real opportunity to learn. I unlike other trainees did not spend hours at the company entering data, scanning documents, filling out questionnaires, and sometimes "distributing coffee". I believed that I was there to learn and I was able to tell this to my interviewer. Mr. Raymond Mirhib, the Creative Director of Rouge Inc was my supervisor. During my interview, he felt my ambition and desire for a training period that would prepare me to handle a challenging job later on. Thus we agreed on making it beneficial for both parties.
  6. 6. In the first 2 to 3 days, I toured the agency. He introduced me to the creative department team and showed me the offices and the role of each. Afterwards, we were sitting and discussing the agency's operation and how the departments are organized in which they serve the agency's main goals. He explained to me that success is a result of hard work. Thus, gaining a 'pitch' requires working hard to convince the client that we have the "magic stick" for his communication problems. After knowing how Rouge Inc runs and who the main clients are, I observed how the creative team behaves, thinks, what they do, and how they sit together to brainstorm. I had the opportunity to sit with them a couple of times, while they were brainstorming on a specific campaign. Due to confidentiality, I cannot write about the clients and the campaigns because this may affect the agency that gave me a training opportunity. Later on, I handled important briefs in which they were working on, I was told to challenge the brief and create a better one. At this point, Mr. Mirhib told me: "Now you are handling the Account Executive job". In fact, that's what happened, I worked on 3 briefs, I read them carefully, I did the research, and I rewrote them. I changed major parts of the briefs and I was able to defend my ideas through backing them up by research; For instance, in one campaign I did a big change in the target group profile because I was convinced that the target segment they mentioned was not precise. On another campaign I came up with a new USP that really works much better. I also made a detailed overview on the brand, client, consumer, and the campaign itself. The briefs were really challenging because they were different types of products and services. Thus, each one required different strategies. After working on the Creative Brief, my next step was to develop the "creative concept". I attended the brainstorming sessions with the creative team and monitored their sequence of thought. I kept tabs on their progress and developed one in parallel, which I later presented to Mr. Mirhib of which he gave me constructive criticism of my work. After I gained approval of the concepts, and since I have the technical capabilities in both Adobe Photoshop and Illustrator, I proposed layouts. At this stage Mr. Mirhib gave me the chance to explore art direction. He gave me important information on how to improve my skills in art direction. He told me: "the more you get exposed, the brighter your ideas will be, both conceptually and visually".
  7. 7. By this, my internship ensured a quality circulation of the departments in the agency, where I developed briefs and was involved in the creative executions. Hence, making my internship a great experience… REFERENCES: • Mr. Raymond Mirhib Creative Director Rouge Inc