January 2020
5 books to help you January
Burning up.
blues.
The latest
beat the
on Australia’s
bushfires.
Smile for the camera. the debate over facial recognition wages on.
Death of a Highstreet. Can the Highstreet survive falling sales?
It’s official! The top
Introducing: Gina
10 travel
Bennett. The Applicant of the month.
tions for
destina2020.
Interviewer: We heard you got a 1st in your English Literature and Philosophy degree from the University of Leeds. What tips would you give current students who are looking to do the same? Gina: Students have probably heard all this before, but my tips would be: to study something you’re interested in, work hard and don’t leave work to the last minute. I found that the best way to stay on top of work is to break down an essay or a project into smaller tasks and set a deadline for each task. So, by the time the actual deadline arrives all you’re doing is adding the finishing touches. Oh, and I almost forgot, always have a timetable or schedule for the week. Once I started doing that, I became a lot more productive. Interviewer: What did you like most about your degree?
Gina: I loved English because I love stories. Always have. And studying them academically meant I really learnt about the way people tell them. And what I liked about philosophy was that it was different every week. You didn’t know what was going to get thrown at you. Although there were some quite difficult concepts, I really enjoyed getting my head around them. That being said, I would be happy if I never get asked again whether a table actually exists. Interviewer: Now it would be churlish not to ask the English student what their favourite book is. Gina: My favourite book is Jamaica Inn by Daphne Du Maurier. The descriptions in it are beautiful and the story is gripping. What more could you want? But don’t watch the BBC adaption, it doesn’t do it justice.
Interviewer: Ever since I got here, I’ve been itching to ask about a photo I saw on the way in. The one where you’re wearing a feathered mask and making a funny pose. Gina: Ah that one! That’s back from when I did a show in primary school. I have always been a bit of a
performer. What can I say? Theatre’s been a life-long love affair of mine. My friends and I always joked that we didn’t know why we kept doing it to ourselves. Why we kept doing shows. They’re always stressful but somehow, they’re still addictive. I think it’s because theatre allows your imagination to run wild. Interviewer: What has been your favourite show to work on? Gina: I would have to say my last show. Simply because we took it to the Edinburgh Fringe Festival and I love the Fringe. And I also got to direct physical theatre, one of my favourite types of theatre. It was also really nice to direct rather than act for my final show as directing allowed me to have more artistic control and more responsibility. Interviewer: Why do you love physical theatre so much Gina: The fact that I was able to get a group of people, who had never done physical theatre before, to create an incredible routine was just… I can’t describe it. It was such a proud moment for us directors to see this thing we had created together come alive on stage. It’s always nice to work with other people even if it’s just so you can share that sense of achievement with them. I couldn’t have asked to work with a better group of people. Interviewer: I am sure our readers will also want to know about what you’re wearing today. Where did you get your outfit from, especially that top? Gina: umm...I actually made this top. Well not just me, it was me and my Prince’s Trust team. Back in school we decided to raise money for the Prince’s Trust by creating a company that sold tie-dye tshirts. It was at the time that tie-dye was making a come-back. Interviewer: As you’re our Applicant of the month, I 1
guess it’s probably about time I ask you what role you’re applying for. Gina: I’m actually applying for FleishmanHillard and Fishburn’s Graduate Programme. I’ve known for a while that I’ve wanted to do PR and communications. I guess it’s because it just a new way for me to tell stories and to continue my love affair with the written word. I have really enjoyed learning about communications through elements of my previous work experiences. For instance, I really enjoyed creating social media campaigns for Divento and Business Showcase Southwest as it allowed me to think of new and exciting ways to engage and interact with an audience. I think it’s for a similar reason that I also enjoyed doing content for Divento’s website. At the Fringe I enjoyed thinking of innovative ways to stand out from the crowd to get people to listen to us, and to get them to come to our show over all the others. I also opted to organise the fundraisers for our show as I knew what it took to organise and run an event.
would be spent on much needed research into the markets where Brand Britain is believed to be more popular. Current research suggests that such places are China, India, Japan, USA and UAE. Next step is to create a brand that is sellable internationally. Research suggests that foreign countries want products that are good-quality, good-value and which have a known origin. This is a niche Brand Britain can capitalise itself on: it only sells high-quality products. As a result, only companies that pass a rigorous set of requirements can become Brand Britain certified and get the Brand Britain logo on their products. I think said logo should be a golden union jack as it sums up Brand Britain nicely: its British to a golden standard. I think one logo is needed internationally in order to create a recognisable brand (and not to send out too many mixed messages). The rest of the budget would be spent promoting Brand Britain. For one I would create a Brand Britain website that has all the necessary information about exporting various products to a foreign
Interviewer:Why FleishmanHillard and Fishburn?
Gina: I’ll answer your question with a question. Who would pass up the opportunity to work with and learn from one of the top communications agencies in the country? Especially when the company is part of such inspiring campaigns, like Olay’s be ‘your best beautiful’. I would love to be part of a company that is able to use their innovative spirit to make a real impact on everyday life. The programme is also the perfect opportunity for me to get stuck in and get hands on experience from day one. Interviewer: Where do you see yourself five years from now? Gina: I see myself excelling at an ambitious company and being recognised for my competency. In my vision of the future I would have further developed leadership skills and be the head of my own junior team that’s in charge of a few accounts. Interviewer: Each month we ask our applicant about what they would do in a current newsworthy situation. I guess we do it as a way to prove you are worthy of being our Applicant of the month. So, no pressure. This month our question to you is this: Brand Britain is looking to do a brand re-appraisal over the next 12 months. You have £500,000 to spend, only 20% of which can be spent on advertising. How would you spend this budget? Gina: To begin the £400,000 re-appraisal budget 2
country and what Brand Britain is. This would give the information needed to make British companies more confident about trading their British products abroad. I would also try to find Brand Britain ambassadors, celebrities, who could be the face of our campaign and help promote Brand Britain in our target markets. I think it would also help if the celebrity had a particular connection to the country we’re trying to trade with. I would also put on events. For instance, embassies could only use Brand Britain products when hosting events in embassies based in our target countries. It would also be spent on going to international trade shows, and perhaps hosting one of our own. To make the most of the £100,000 advertising budget we would need to do research to figure out how best to sell Bran Britain in each country. Due to the different cultures, the advertising campaigns would have to be tailored to each country. A generic one will not do. Some advertising would have to be done in the UK as well - just to make sure that companies are aware that Brand Britain exists, and it is something that they can be part of. Any events hosted or sponsored by Brand Britain will also need to be advertised to ensure that people turn up. This could all take the form of traditional advertising. However, we could also adopt a less expensive and less traditional method. For instance, Brand Britain could start a viral marketing campaign, or put on a newsworthy event, such as creating a Guinness World Record. The reason I believe it would be good to have an internet campaign is because it can become international quickly, which is what Brand Britain wants. Interviewer: Now for my last question. Tell us something about yourself that no one else knows. Gina: I can beat box. But only two beats! So, I’m not going to give my aspirations in communications to be a famous beat boxer anytime soon.
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