The Manchester Masters Blog

Caroline, Emily and Ric – of the 2009 Manchester Masters – are proud to announce that they emerged victorious at the prestigious Chartered Institute of Marketing (CIM) North ‘The Pitch 2010’ Competition hosted at McCann Manchester on 24^th February 2010.

‘The Pitch’ is a gruelling competition designed to test university students by issuing them a brief based around a real-life scenario; exactly the same as one that would be normally issued to a marketing consultancy or agency. Teams are given two weeks to read the brief, interpret it and produce a solution – culminating in a high-pressure 3 minute pitch to a panel of distinguished judges.

This year’s client was CrossCountry Trains – a marked contrast from the previous competitions where clients included Jaguar, Aldi and Durex. CrossCountry Trains spans more of the country than any other British Train Operating Company, covering around 1,500 miles and servicing over 100 stations. Needless to say, the client was big. However, the task was even bigger!

The objective of the brief was threefold:

• Segment the UK rail travelling public based on their behaviour and attitudes
• Create a core communications idea to inspire additional journeys amongst these segments
• Use different channels, promotional tools and tactics, and media integration to present the key message to the segment showing the greatest opportunity for additional rail journeys

After many long evening meetings fuelled by M&Ms (and Battenberg in Ric’s case), we went back and forth on ideas, but finally settled on our core communications concept: “Discover a great deal…more”. We felt this fit the brief perfectly, as it highlighted two of CrossCountry Trains’ main USPs – low cost tickets, and the UK’s largest rail network. We thought this concept would particularly inspire travellers in the ‘short leisure’ segment – showing them just how far they can go on a great deal. After endless brainstorming, researching and finalising, our idea was really coming together. However it was when we sat down with our friend, all-round good guy, and ridiculously talented graphic designer, Rik  Holden that we could see our idea form into a fully branded and integrated communications strategy.

Ric at one of our late night brainstorming meetings

Also known as ‘Team ThinkPlant’, Caroline, Emily and Ric arrived at the stunning McCann Manchester offices ready to pitch. After a long day, the evening session began, and it was announced we had made the top three and would be presenting again in the final – in front of all the teams and guests. We delivered a confident pitch, up against competitors from UCLAN and Manchester Business School. After a tense period of judges deliberation, the winner was announced – TEAM THINKPLANT! Champagne and confetti flowed as we mingled with the judges and were awarded our shield. Most rewarding of all, we were praised for our ‘excellent teamwork’, and praised by the client – who said our ideas would be ready to take to market immediately. High praise indeed!

Ideas from our winning pitch for CrossCountry Trains

Ric, Caroline and Emily celebrating their win

All in all, a great experience, a great day, and an extremely satisfying result! We hope the 2010 Manchester Masters will be inspired to enter next year’s competition and keep the winning streak going!

We would all like to thank the CIM North for organising such a great event, McCann Manchester for their hospitality, the event sponsors, and Gillian Cosser for her support on the day. Our warm congratulations also go out to all the teams who travelled from all over the north to compete.

CIM ‘The Pitch’ Website – http://www.cimnorth.co.uk/thepitch/

Working above a soap powder factory your nose will get so accustomed to the fresh aroma that everywhere else seems to smell unclean (not ideal when your flat mates’ idea of “clean” is piling the empty take away boxes in a corner). I know this because for the last eleven weeks I’ve been working for ACDOPRO, a FMCG company specialising in laundry-aids products.

Let me tell you something about laundry-aids. It is the most boring FMCG category. Fact. I didn’t get to hang with glamorous celebrities. I wasn’t rolling around in famous name brands. I wasn’t even working in an office full of “cool, young professionals”. I was working in a soap factory. But let’s not judge a factory by its output because that factory hides the wisest, most knowledgeable marketing guru of all. It’s not a person but one of the oldest washing powder brands around – ACDO – est 1919.

You probably haven’t heard of ACDO but if you want to see something weird ask your Nan about it and watch her reaction. It’s the unknown soldier of the marketing world, the one that was down on the front line engaging consumers whilst academics were pondering the definition of the term “marketing”. If the four P’s is marketing gospel then ACDO is the 13 apostle. I learnt more about marketing just by studying this brands history than I ever did sitting in a lecture theatre. Sure there are plenty of old brands to learn from but this is one of the few that didn’t get sucked up by the corporate vacuum. This one has been owned by the same family for over 90 years…and they trusted her with me.

That’s right, they made me brand manager of their founding brand (their other big brand is Dr. Beckmann if you’re interested). So I gave the ole gal a bit of face lift; re-positioned, re-packaged and re-branded. I know what you’re thinking and you’re right, you can’t just slip into a slinky new box stamped with a new logo and expect the world to bow at your feet. You have to use what value the brand already has and embrace it. Not fill it with marketing Botox. That just won’t wash (pun intended).

Those 90 years of heritage are a great asset to the brand and even though there is nothing cool about laundry there is something incredibly remarkable about a brand of that age remaining under the control of the original family. You’ve got to respect that. Holding on to the roots of a brand is an important lesson I learnt from this placement. Not because you should never forget where you’re coming from but because with great powder comes great responsibility.

It’s quite strange actually.  The 10 ‘Masters’ who were our first intake in 2009 are synonymous with the title so it’s quite bizarre that – after two long, gruelling but very rewarding Assessment days – we now have our 2010 x 10!

At the end of January, we closed the application – graduates had to upload a 30 second film (Google some on YouTube – they’re amazing) and answer five tough questions.

Six judges then spent a very long day judging these applications in order to achieve a top notch shortlist of between 40 and 50 candidates to take forward to the shortlist for 2010.

Tuesday and Wednesday of this week saw us squirreled away in Manchester Metropolitan University with the 44 shortlisted – terrified but highly excited – finalists and 14 – equally terrified and excited – judges!

Judges including leading Manchester agency reps (from True North, the eWord, MIDAS Tangerine PR), senior marketing gurus from top Manchester organisations (Cash Generator, Marketing Manchester, Manchester City Council, Chartered Institute of Marketing) a journalist from The Drum (top marketing journal), and marketing programme leaders from both MMU and the University of Manchester (Salford Uni was invited but could not spare anyone.)

This was serious stuff.  Through a series of individual and group tasks, designed by top HR specialists to give the candidates chance to shine and the judges the chance to spot potential stars, we observed and scored all day.  At the end of the first day, armed with our scores and observations, as well psychometric tests from Psycuity – leading business psychology company – we set about the task of whittling our 44 down to the final 20 to be invited back for the second day.

The second day was more (and less) of the same (more intense but less people) with individual interviews added in to give us greater knowledge of the candidates.

Again, the end of the day saw the judges using a whole host of scores, tests, observations and – to be honest, gut feelings – to select our final, very impressive 10.  And here they are!  And an impressive bunch they are too:

And so another year begins.

This year’s intake has impressed beyond all expectation (and the expectation was quite high!) and I have a feeling our 10 shiny new Manchester Masters will be just as good.

(Oh – by the way – in case you’re worried about the 34 who didn’t make it through, we ran a ‘matchmaking’ session yesterday which was attended by 20 leading Manchester businesses, all in the market for graduates and nearly every one said they’d like to interview between 4 – 5 grads for potential positions, so hopefully everyone else will be well on their way to a career in marketing.)

You can view or download the full size image here: http://bit.ly/mmmatchmaking

Be sure to follow us on twitter for more news! http://twitter.com/mcrmasters

With the application deadline looming by the end of this week, there might still be a few of you out there that are thinking about whether to apply or not. After all it is a bit of effort and creativity required to make a video. Let me help you with that decision – go for it.

Last year the deadline was coming up quickly, I did not have a decent camera and no clue how I could make my video stand out. On top of all that there were essays to write and lectures to attend. My attitude then was – I can at least give it my best shot and see what happens.

And what happened was probably the best thing that happened in my career so far. I made it! And looking back, I probably did not even now how lucky I was when I got through. Don’t get me wrong I was thrilled to be one of the 10 Manchester Masters and also just glad to have a job. Nevertheless, having completed about half of the programme, I know that it has truly changed my career outlook.

In the last year I have learned how mobile applications are developed and produced a strategic marketing plan for a real company, which is now being implemented and successfully so. I have then worked in B2B communications and learned all about Pantone references and how exhibition stands, magazine adverts and other campaigns are developed. I have provided press support at an exhibition in Germany, taking my first official business trip abroad.

I am now working at Deloitte, which in itself still amazes me every day I’m going in the office. Don’t get me wrong – the past 6 months have been very challenging, and hard work. You are studying full-time and working full-time in quite challenging roles, but what you get out it is more than worth it.

I have learned a lot about myself – about the strength I have, how business savvy I am, that the stuff they teach you at University actually does make sense in a real life context (at least some of it). I have also got a better idea what I like about a job, what I am good at and what I don’t like. I know where my priorities are now and some of it has really surprised me.

Having this opportunity to ‘try – out’ four different jobs in 12-months is a great opportunity. So give it your best shot and good luck to all of you!

Fran

So here it is my second blog… we’re now 6 months in and half way through our Manchester Masters journey (How time flies…did I use that cliché in may last blog?… never mind!).

My second placement was with Expotel Hotel Reservations Ltd, a corporate HBA (Hotel Booking Agent…. get with it!). When I first arrived I was surprised to learn, (and they weren’t shy about telling me), that they are the largest HBA in the UK, booking over 2 million room nights a year and managing big name clients such as Virgin Media. I worked as part of “The Commercial Team” which comprised of the Commercial Director, rates negotiation team and two commercial executives (one for Hotels and one for Travel). I entered the company at roughly the same time as a new marketing manager was hired. This all turned out to contribute toward a very unique and rewarding experience as the new marketing manager was keen for me to become involved in as much as possible.

My main role at Expotel was to keep on top of their newly developed website which went live two days after my arrival. The aim of the site was to increase functionality in terms of the amount of users the site was capable of handling at any one time, but also to give Expotel a platform on which to launch into the highly competitive and extremely value led world of consumer leisure travel. – One of the best experiences I gained from working for Expotel was my visit to World Travel Market 2009. All in all it was a fascinating week in which I learnt the ‘Hard Sell’ of business, met numerous new contacts and had a lot of laughs (especially with our biggest rival Expedia on the stand across from us – see picture of Dave our commercial exec below). Overall my time at the company encapsulated the work hard, play hard philosophy. Everyone within the company had an excellent work ethic and were equally willing to let their hair down and socialize when appropriate… (Anyone who goes on to work for a HBA as part of the scheme or otherwise will realize that a huge perk of the HBA industry is the free hotels).

So bring on 2010! – it’s saddening to think two placements have gone, but exciting to think i’ve got two still to go! – Next up, Creative Spark a Branding and Web Design agency in the city centre… who knows what the next 3 months will bring…

Cheers,

Tom

As we near the festive period and because we’re midway through a hectic week in our social calendar and today’s my birthday (all presents and donations accepted) I feel it’s about time to tell you about the social aspect of being a Manchester Master.

On this course never has the old adage of ‘work hard, play hard’ ever been truer. When the time comes to leave work or the library, the Masters do enjoy a civilised drink – we are students after all. In this line of work you need to be capable of socialising with the best of them. Six months in and we’ve bonded into quite a cohesive little unit who stay together and play together. I could share many a story about each and every Master. There’s been birthday parties, Christmas parties, Mexican parties, parties for the sake of having parties and the occasional impromptu party when four beers turns into five beers on a Friday evening.

For some reason it’s our flat that seems to be the setting for most of these parties. Perhaps it’s because we’re the apartment in the middle, perhaps it’s because Chris (the one that looks like Sideshow Bob) and I are the most entertaining, or perhaps – and probably most likely – because no-one else wants to do the clean up operation in the morning.

Aside from the parties we’ve also had to socialise for the good of Manchester Masters. The lengths we go to! We’ve been for dinners with our mentors, attended mingling events at the University and even wangled invites to the opening of Piccadilly Place. The common factor in all of these is the free wine. As a result, much like last night, it’s often the 10 Masters who are the last to leave the functions. Naturally we all conduct ourselves in a very professional manner at these events and we are generally the focal point of them so we do ensure we’re not too well lubricated but it never stops us having a good time. Anyway, i’ll leave this instalment for now, the MD’s taking us all off to sample a new restaurant on Deansgate now.

It’s a tough job but someone’s got to do it!

- Iain McFayden

I have to admit I have fallen behind in my blogging duty. The truth is I have been so overwhelmingly busy since starting the Manchester Masters programme that I have struggled to find any free time to sit down, clear my mind and reflect on the past four months.

My time at my first placement with The Market Creative seemed to fly by and looking back now, I am not surprised! From day one I was expected to pitch in and help with any and (nearly) every project which this busy agency seemed to undertake. I couldn’t believe my luck when I was asked to work with some of the biggest brands in the home sector and terrified when I found that I would be accompanying Sue Benson (the MD) to a real-live pitch for G-Plan sofas. Fortunately, everything went well and after 11 weeks I reluctantly left The Market Creative taking with me numerous rewarding and invaluable experiences.

I am now currently working at Million-2-1 and desperately trying to live up to the high standards Tom McKenna set during his time here. However, I am not going to talk about my second placement in this blog (don’t worry I’ll fill you in at the end of December), instead I am going to talk about one of the amazing events I have participated in recently.

When my mentor Tony Kane recommended I attend the annual DMA conference in which he was involved I was immediately keen. What a great chance to meet some professionals from the industry and practice my networking skills! I was allowed to bring a friend with me (we all know how intimidating these events can be on your own…) and Caz seemed like an obvious choice. How right I was! Caroline turned up equipped with business cards and a well rehearsed introduction to both herself and the Manchester Masters scheme.

The day was filled with seminars, tea breaks, lunch and I couldn’t believe how relevant all the seminar topics were to both our placement projects and our dissertations. I found Lisa Tomlinson’s (BJL) presentation on customer concentric planning particularly inspiring and was very grateful to receive her contact details at the end of the event. She has since very kindly offered her support in the initial planning of my dissertation project.

I am going to take this moment to thank Will Kintish for our excellent networking tutorial in July. Handshakes and ‘open-two’ conversation formations worked a treat and Caz and I both left the DMA conference having learnt a thing or two (or a few) and met some great people. I sincerely hope this will not be the last DMA event I attend and thank you very much to Tony for the opportunity.

Click here to visit the Kintish website.

Don’t worry I haven’t been sick on any bunny rabbits! Like any good marketer I used my title to grab your attention. The above subjects are totally unrelated… ahem…apart from the latter two!

 I’m currently sitting here at my second placement, Expotel, writing this blog (In my lunch break of course!) and it seems like time has flown by!  I’ve been a Manchester Master for over three months now and there’s definitely been a few exciting moments. From meeting Jeremy Kyle in my first week, to spending 3 months surrounded by animals of all descriptions, it’s certainly been an unusual experience thus far. My first placement was at Pets at Home (hence the office creatures) and was really enjoyable. As well as gaining a unique insight into the exciting world of retail, I met some great people and made some invaluable contacts. Expotel also looks like a really vibrant place to work… although I think I’m already missing having a puppy to play with when I want a break from work!

That covers the pets… on to the running. Stupidly… sorry, I meant to say eagerly… myself and three other MM’s (Manchester Masters…keep up!) chose to enter the City of Salford 10K (Now the penny drops as to the link between the running and vomiting!). I had been out on the Friday, and let’s just say I’d had a drink or five. This was not the wisest move I’ve ever made because by the time the run came around I was half dead after about 3K! Nevertheless I showed true grit and determination and got to the end in a personal best of 56:09 (It’s a personal best because I’d never bothered to run a full 10K before!). As you may be able to guess, the euphoria born from crossing the line soon left my body, as did that morning’s breakfast and possibly some of the aforementioned alcohol… I don’t think the Mayor of Salford who was waiting to greet the brave runners was too impressed!

So there we go pets, running and vomit. Who knows what will be added to that list by the time I write my next blog!

Cheers,

Tom

I have just completed my first 11 week placement, it has absolutely whizzed by! I was chuffed to bits to discover my first placement was with Ask Me PR, a music promotion / ‘plugging’ company based in the Northern Quarter. I would roll out of bed, in my lovely new free apartment, and stroll in to the city centre to begin work for a taxing ten o’clock start! There were certain perks to this job but despite the slightly later start, the hours were long and I was often required to carry out certain extra curricular activities; its a hard life when one’s only worry is whether the band you are going to see has put your name on the guest list!

My role involved promoting music singles to national and regional radio and television contacts. It is difficult to explain exactly what my role involved without delving in to the inner workings of the music industry, but the basics are to create as much buzz as possible around a band through securing air play for single releases and organising live sessions in radio / television stations. I was fortunate to be able to get involved with other aspects of the company such as band management. One of the most rewarding and exciting tasks involved within this was deciding upon a band’s next single, being included in such a crucial decision was a tremendous experience but also quite nerve racking, after all the future of the band in question can quite easily be decided by the success of their next single.

I want to share a few of the highlights and lasting memories I enjoyed at Ask Me: I was lucky enough to be able to secure and organise an acoustic session for a superb local band called ‘The Vanguards’ for a BBC Introduction session with Sam Walker, a superb experience I will never forget. I was also incredibly lucky to visit Reading festival to look after the regional press for Soft Toy Emergency. This involved setting up interviews for the band and making sure they were in the right places at the right times. Soft Toy absolutely blew the crowd away and were a true highlight of the festival. I will forever be indebted to Team Waterpolo, a Preston based band which gave me the honour of playing lead guitar on stage with them at Rock FM’s ‘Rock In the Park 2009′, even though I can not play guitar! Nice one gentlemen! You can see a snippet of the performance on the below video…..much fun indeed.

Take it easy xx

Chris is one of the ten 2009 Manchester Masters