My Global Experience – New York Advertising Week (2018)

Written by: Lauren Clancy

At the beginning of October, I was given the chance to travel to New York for Advertising Week through Centennial College’s SaGE Program. As an advertising student, AdWeek is a great opportunity to explore a new city, network with industry professionals, and learn more about industry issues.


Seminar Highlights

Over the course of four days, I attended eight seminars that I thought would best address where advertising was headed in the future. I wanted to learn about the issues that would impact my career when I graduated.

Day One

“One of our most powerful weapons was silence.”
-Daniel Fink, Executive Director at Marvel Entertainment

The most interesting seminar I attended on the first day was “Marvel and the Power of Podcast Storytelling for Brands.” After learning about the rise of podcasts in class, I wanted to understand how podcasts will soon become part of advertising communications platforms. Executive Director for Marvel Entertainment, Daniel Fink, discussed the creation of Wolverine: The Long Night. He addressed the struggle of turning X-Men’s Wolverine from an action-based character into an intriguing audio-based storyteller. For Daniel Fink, “one of our most powerful weapons was silence.” By refusing to give the audience information for a few seconds Marvel discovered how to make podcasts compelling. I think it is important that brands also learn how to build tension and intrigue to keep consumers interested in an audio-based medium. What struck me most was the realization that the rise of podcasts will mean brands will also soon need an audio identity, which will add a new level of intricacy for advertisers.

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Day Two

“The format of your message is just as important as the message itself.”
-Joe Federer, Brand Strategist at Reddit

On the second day, my favourite seminar was “Memeology 101: The New Language of Cultural Ideas.” Brand Strategist for Reddit, Joe Federer, considered how brands could use the format of a meme and alter the content to reach young consumers in a more relatable way. He stressed, “The format of your message is just as important as the message itself.” The panel discussed how advertisers must understand that an image overlaid with text can be more culturally powerful than a Tweet. What I found most interesting was that the challenge for advertisers is to use memes organically. Memes are often based on current events and cannot be planned in advance. In an industry where planning is critical, it will be interesting to see how we will learn to recognize the potential for memes as they arise and jump on them quickly.

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Day Three

“Just because your movie was ranked number one that week doesn’t mean it was a good movie. There may have just not been any good movies out that week.”
-Will Smith

Personally, the most memorable seminar of all of AdWeek was “The Jump with Will Smith: One Iconic Storyteller’s Journey of Reinvention and Connection.” Will Smith discussed the recent launch of his YouTube channel and the lessons he learned from producing engaging content. He realized that metrics are not always the most important factor. He related this insight back to his film career, stating, “Just because your movie was ranked number one that week doesn’t mean it was a good movie. There may have just not been any good movies out that week.” I found this relatable to advertising because we will need to not just look at numbers. Rather, we need to also consider what people are saying about the ads and the brands. Just because people had exposure to an ad doesn’t mean they bought a product or viewed the ad favourably. Overall, I was impressed by Will Smith’s insight and charisma and I think he made a very interesting presentation about how to be a good storyteller.

 

Day Four

“Time spent on stories will pass time spent on feed.”
– Nicolò Brentan, Head of Sales at MakeMeReach

On the last day, the seminar that stood out most to me was “The Social Evolution.” While most advertising students are aware of digital becoming more impactful than traditional media, it was interesting to see how things are changing even within social media. According to Nicolò Brentan, Head of Sales at MakeMeReach, “time spent on stories will pass time spent on feed.” The reason for this shift is because stories feel more natural and authentic to consumers than carefully planned posts. I think it was important to understand that prioritizing social media alone will not be enough in the near future. Consumers are now shifting their focus from permanent posts to temporary stories which changes how advertisers can best reach consumers. As someone entering the industry, it will be important to recognize these trends and understand how to capitalize on them.

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Vendors
Admidst the flurry of attendees rushing between seminars were vendors showcasing new technology, and offering treats and prizes. I loved that there was always something new and exciting to see and try at AdWeek.

 

 


Manhattan

In addition to attending AdWeek seminars, we also had the opportunity to explore Manhattan. It was surreal to experience a place in person that you always see in movies. While we explored many of New York’s notable locations and restaurants, my most memorable experiences were going to Times Square and The Metropolitan Museum of Art (The Met).

Times Square
The first night my classmates and I arrived in New York, we decided to travel to the most iconic place in Manhattan, Times Square. The streets may have been busy with people but the buildings were even busier with ads. It was hard to know where to look with the flashing lights, giant billboards, and noise. I do not think there is a better place for an advertising student to get a sense of the impact of the industry than Times Square.

 

The Met
With the exception of the seminars, my favourite experience from the trip was going to The Met. As a self-identified history buff, seeing a massive collection of ancient Egyptian, Greek, and Roman artifacts made me feel like a kid in a candy shop. One of my favourite exhibits was a reconstructed Egyptian temple that dominated an entire room. I am so thankful that we made time to go to The Met and I believe that any person, no matter his or her interest in history, can find something there that astounds them.

 


The Takeaway

Overall, travelling to New York for AdWeek was an amazing experience. Over the course of the conference, I was able to gain further insight into topics I was previously mindful of. Yet, I was surprused that I also become aware of upcoming industry issues that I was not previously aware of but should investigate further since they will impact my career. Centennial’s SaGE Program has afforded me professional growth and the ability to travel with my classmates to a place I have always wanted to visit.

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Thank you SaGE for an unforgettable Global Experience!

-Lauren

‘We Live in Paradise..!’ (Summer International Program – Italy)

Dante Alighieri – The father of Italian Language said this, and trust me all the people residing in Italy believe this very firmly. And I am extremely fortunate to experience it to the fullest and living life the Italian way..!

Starting a journey with many postponed/canceled events resulting in not meeting a single person of my group made me skeptical but contrasting it completely the group that I got because of this summer program at the prestigious and much honored Centennial College was indescribable. They were the best and extremely fun-loving travelers I’ve met in my lifetime. They are some of the most caring, most mannered and most adorable people I’ve ever met. They were not my friends before but in 15 days all of them became more than family to me. Again a lot of thanks goes to Centennial College..! I’m not exaggerating about them; not even a bit – this is the truth, meet them & find out yourself.

This incredible group consisted of 19 friends from all across the world..! They were from  Uganda, Afghanistan, Russia, Hong Kong, Vietnam, Brazil, Canada, Mexico, Philippines, Africa, Sri Lanka, and myself from India. Truly a Global Experience..! Centennial College will surely be remembered forever by me with utmost reverence. Thanks, @CentennialCollege for selecting me in #SIPItalyUrbania and #SaGE for arranging everything so perfectly and gifting me the #GlobalExperience. I learned a lot from you all..!

The hosts Lea and uncle cared us with unseen love &  extreme respect – treating us just like their sons and served us delicious food with a personalized table-linen(our names written on them) – Ps She had 30 years of experience as a cook/chef. The L’insegnante (teacher) Anna Ferri who took our Language Class was the coolest and the best teacher I ever had. She was awesome at teaching Italian, a caring, and a happy person. She did her best to understand us. Even she used to play great Italian songs in-class to fill the blanks listening correctly to the lyrics. And yes, we even watched a movie in class. Thanks, Lea and Anna for making Italy trip very memorable.

Thanks, Diletta for arranging the housing so properly – can’t expect anything more even in my imagination. Lastly, thank you very much, Pearl, for arranging the make-up orientation and supporting me very well through the whole process. I came to know how an excellent email looks like.. Giovanni – the Managing Director at Centro Studi Italiani and Enrico the student coordinator thanks for all your help, patience, and #extraordinary support. Happy Birthday and thanks to Anna for being with us and guiding us at all places – Urbino, Venice, Florence, Gubbio and Rome.

Grazie Mille (Thank You Very Much) Centennial for bestowing us with a remarkable and unforgettable #international experience, providing us the substantial bursary and giving abundant happiness in college-life.

Readers, I highly recommend to experience the Paradise yourself..! I bet you’ll have many things to say and tons of memories to share. Even my computer has 141+ Gig memories of Italy…IMG_20170924_102801_012.jpg

#Cheers to the reality that was better than a dream..!

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Do share your precious comments, thoughts.

Forgive the errors with your big heart.. & thanks for reading. I’ve shared many more events, memories, and photos of Italy on Facebook. Click Here to read and see them all..!

Written by: Rishit Sheth

7 Things I Dare You To Do While Studying Abroad

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My classmate and I are in class playing a board game to help us practice our Spanish.  We are holding our list of items we needed to get, such as 1 kg of jamón and 1.5 kg of azucar.

No entiendo is a Spanish phrase I often say when I do not understand what the other person is saying to me while I am here in Spain as part of Centennial’s SIPs.  It is also the same phrase I hear from the other person as well.  In Oviedo, where I am doing my SIPs, I gain more Spanish because the majority of the people you interact with are locals.  One day, my homestay mom wanted to accompany me to places to help with translation.  But I kindly refused and thinking I could do it on my own.  Well, after being laughed at numerous times, receiving all kinds of facial expression from the other person, and even one person stared at me blankly and walked away.  These are the kinds of reactions I received from the locals when we are not interacting with the same language, me with Spanglish, a word derived from English and Spanish, and the other person with Spanish.  But it is when you get out there to self improve on learning Spanish that these attitudes from people will result.  Its actually vale, okay in Spanish!  So, I hope to help you put your newly learn-ing language to functionality by daring you what I had dared myself to do.  I present to you 7 things I dare you to do while studying abroad in Oviedo.

  1. Sign up for a library card at the local library:  I am thankful that it is accessible to sign up for a library card in Oviedo, so I could borrow books to read on my break time at school and bus rides on school trips.  But, it was definitely a challenge when I tried this.  How will this help with your Spanish?  It will help you by giving the experience in signing forms and speaking…attempting Spanish.  There are common words that you can learn as well, such as nombre, apellidarse, and dirección: name, family name, and address.
  2. Ask 2o people in the first week of school, their name and where they are from..in Spanish:  ¿Como te llama? y ¿De donde eres? (You are asking for their name and the country they are from)  Encantado/a means nice to meet you. This will help you practice the basic introduction to others in Spanish and also making new friends 🙂
  3. Order tarrón helado:  I dare you to order something or this typical flavor known in Oviedo at the local ice cream shop. It is an almond ice cream and during the winter holiday, the tarrón fruit dessert is popular as a gift.  In general, I dare you to order food, because my first time ordering croissants, I ended up with 6 croissants and costing me more then what I intend.  The experience will help you practice numbers and ordering.  Such as when you enter the shop it is polite and typical to greet the people with buenas or hola, bueno días.  To order you could use me gusta… or necesito (I like and I need).
  4. Attend the festival de verano:  During the summer month, the province will have summer festivals.  In Oviedo, the festival of summer offers free concerts in historical monuments, and discounted tickets to theatrical performances.  I had the chance to attend several musicals.  So, how will this help you?   I had to find the location of the place, so I practice my Spanish by asking for directions.  You could use hola, señor/a, donde es.  As well as, everyone I heard when I was in line or seated were speaking Spanish.  That way, I am immersing myself in listening to Spanish.
  5. Watch television:  The local channels offers news, and local tv shows.  I found this helpful in learning Spanish because I start hearing repeated words and phrases, such as tambien, entonces, pero, and mañana. (also, so, but, and tomorrow).
  6. Wonder the streets:  I dare you to wonder the local streets, read the street names, names of shops, and listen on people’s conversations.  This will help you be acquainted to some words and activate your hearing and seeing cues.
  7. Go out on a group trip 

!Hasta luego!

Sherry Ing

Massage Therapy student studying at the Universidad de Oviedo intensive Spanish classes as part of Centennial College’s SIPs this summer.

Rosy walls, Wedding Bells, Mountain Peaks, Cowbells, Vibrant Hues…Buen Días!

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I went on a school field trip to Picos de Europa, a national park in northern Spain.  There were never ending peaks of mountains and cows roaming the hills.

Its my third week studying Spanish at the University of Oviedo as part of Centennial College’s SIPs, and I just finished the weekend off with a school trip to Covadonga, Picos de Europa, and Congas de Onís.  These trips shows the history of Asturias according to my professor and locals.  Our first stop was the Congas de Onís, which had the Puente Romano.  It is a bridge built in the medieval times from the reign of Alfonso XI of Castille and Leon.  In the middle of the reconstructed bridge, hangs the Victoria Cross, that relates to the battle of Covadonga.  On our way to Picos de Europa, a national park in Northern coast of Spain, we had to stop for passing cows, that lived in these mountains.  The cow bells rang in the background, as I hiked up and down the paved path along these mountain peaks.  Beyond these inlands were lakes, Ercina and Enol, that glowed with a deep blue hues.  It was quite a magnificent view!  What I also saw and learn was that it was a site for mining.

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Lucky day for my school, we witnessed part of a wedding ceremony.  In the picture, you can see the four musicians, the bag pipe is a traditional instrument you will hear in Asturias.

Covadonga was our next location, and it has a history that relates to religions; Christianity and Muslim.  I am not verse in history, but before choosing the SIPs, I researched Oviedo, and found this part interesting.  On train and bus rides in Spain, each region and cities I pass by, I start noticing geographical, cultural and religious influences.  Another note, I had a chance to see the elegantly dressed guests of a wedding in the rosie wall, Basilica of Santa María la Real of Covadonga.  The traditional bag pipe was played.  According to my professor, it is custom for a Spanish wedding guests to gift about 150€ each when they do accept their invites.  I guest I will be sending my best wishes to any future Spanish weddings.

¡Hasta luego!

Sherry Ing, currently enjoying the Spanish course in Centennial College’s SIPs at the University of Oviedo this summer.

Top 5 Reasons Why You Should Choose Homestay

TOP 5 REASONS WHY YOU SHOULD CHOOSE HOMESTAY

Its the second week that I am studying at the University of Oviedo intensive spanish course as part of Centennial College’s SIPs in Spain.  It is important to know the living choices when studying abroad, you have the option of staying in homestay or student resident, etc.  These living choices has some benefits and advantages when learning a new language.  Here is my top 5 reasons why you should choose homestay.

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5.FAMILIA.  

I get to live with a homestay family who is based in Oviedo.  They know the Catalan Romance language, and also Spanish. They know the city well and  I can ask many questions, such as locations of monuments, the hours of operation of stores, etc.

4.FOOD, FOOD, FOOD.  

Did I mention about food?  My homestay family makes what they usually eat here in Oviedo.  I get to live the way they do through their culinary.  Though my stomach protested in the first week to have some vegetables, I made progress to negotiate with my homestay that VERDE is a must for me. For dessert, I enjoy the fresh local cherries that they have here, its very delicious.  I have lunch very late in the afternoon, that I am not used to, which is around 2pm.  Negotiation with my homestay family is in process to have an earlier breakfast…so I can leave early to school because I still get lost on my way to school.

3. TURN DOWN THE VOLUME.  

When living in a homestay, I can focus more on my studies, so I can be one step closer to my goals of fluency in Spanish.  I do not have to worry about random weeknights parties from roommates.  Hilariously, my upstair neighbours likes to walk in their heels, I think its time for them to invest in carpets, no?

2.SIESTA, YES PLEASE!

I get a chance to do what my family do and learn their way of living.  In the afternoon,  I enjoy my siesta, cat nap, which I find helps me reenergize.

1.SPANISH 24/7.

My homestay family makes an effort to speak to me, despite the communication challenges of not fully understanding each others native language.  In this way, I am in an immersive environment that allows me to  listen and try my best to communicate verbally in Spanish, so I can practice my Spanish.

¡Hasta luego!

Sherry Ing

Centennial College Massage Therapy student, currently studying Spanish at the University of Oviedo in Spain for the summer.

 

Finding A Voice and Becoming a Leader

It took me a while to find my voice in Nicaragua. In a group of 23 leaders, it was difficult to feel like I had a say or could sway an opinion. We had a few group members who were obviously born to be leaders; They had strong, confident and inclusive personalities that made everyone feel heard. I have always found that when no one is willing to step up and take a lead, I will happily take on the role. However, with so many people eager to fill that position, I was finding it hard to speak up. Throughout the week I began to remember that I was chosen to take part in this GCELE for a reason.  I grew more confident as the week went on, and began to feel more comfortable speaking up and working as a leader. I remembered that I am a good public speaker, and fortunately, I had plenty of opportunities to use that sIMG_5499kill on this trip. It was very rewarding to collaborate with all of the unique and inspiring personalities involved with this GCELE, and we all had a chance to merge as leaders throughout the week. Despite all of our different leadership styles, we worked together and taught our health initiatives successfully. Not only were we able to help a community, we were also able to grow as a group and as individuals.

  • Amy Mepham, Nicaragua 2015

Closing off 2012

Hello Blogosphere!

Sorry for the delay in starting my blog but in the flurry of activities (the Christmas Holidays and New Year’s Eve celebrations) I could not find the time to publish my posts. Luckily, I did document them (plus I have a great memory) so here are my thoughts in the time leading up to my departure.

The Perils of Packing

With a week until I leave I finally started packing. I thought I could manage one suitcase but there’s no way, so I’m paying for one more. In addition, I will have my carry on and a back pack! 4 months is a long time to fit into only 4 pieces of luggage!

As I roll my clothes up (an effective way to use your space) I’m thinking about what awaits me on the other side. Certainly the obvious hot weather, beautiful nature and the ocean. More than that, it’s a fresh start on a personal level in a new place and a new adventure academically, studying in Spanish at UT Cancun (Universidad Technologica)

I am still finding it surreal and I will until the first burst of Mexican air fills my lungs!

As I sift through my summer clothes bins, I’ve also decided I want Cancun to have my real home feel so I’m bringing “non essentials” like my incense, scented oils to burn and painting supplies. Those scents will comfort me in times of need. Plus I really want to paint my “oeuvre d’art” while I’m in Cancun. (I’ll keep you posted)

I have plans to see most of my friends and family this weekend at my Buen Viaje Fiesta my lovely parents and sister are putting together for me. Another post to come about that.

Well here’s the chaos that is my room for the next few days until I zip up my life to take away into the Mexican Sun!

Adios amigos,Image

Written by: Mel

Long Weekend!

Im so happy that it is a long weekend this week! I will not have work on Friday! I think this could be the only long weekend that I will encounter while I’m here. Although it will not really be a “long weekend” for me because there is an event that I will have to attend for the company… so technically speaking, it will be a regular weekend for me L I was looking so forward to this long weekend because then I will be able to explore GuangZhou more but now I guess I won’t be able to do that! 😦

On the brighter side, I recently found out that my childhood friend is ALSO in china for the summer and he will be visiting me this week over the long weekend! So I am excited to see him because I haven’t seen him for years! I am looking forward to this weekend! It will be an exciting one! We will be exploring some parts of GuangZhou! Once I have pictures, I will be sharing them with everyone! 😀