Words By Mallory: A Portfolio by Mallory Mabe

Mad About Bridget

FEATURES

ith pants the size of your grandmother’s and every flirtatious encounter ending with a cringe-worthy blush, there was never a character more relatable than the infamous Miss Bridget Jones, who represented the life we all lived and the drama we aspired to have. With the latest tale of Miss Jones ‘Mad About the Boy’ now out, there is one question deep within our Darcy-loving hearts - Is Bridget Jones still relevant a decade on? Sure, emails have quickly turned into texts and answering machines have been replaced by Skype, but is there ever a time when the quirky, awkwardly determined Bridget isn’t on our level? I think not. Here are the life lessons a-la-Bridget that prove our contemporary heroine is still relevant today more than ever. Long live the party. With her signature chardonnay being old-fashioned, Bridget has now moved on to cocktails while keeping the original vodka craze alive. She drinks a bit too much, but isn’t an alcoholic. She has a group of best friends she can get wasted with who are always on her side no matter what the situation. Ring any bells? As a student, nothing could be more relevant than a girl’s night with cocktails, and although now replaced with Beyoncé, Miss Jones’ famous statement "I choose Vodka...and Chaka Khan" couldn’t be truer. Love isn’t patient. She sits at home waiting for the phone to ring and we glare at our phones awaiting texts. She fancied Mr Wrong but was constantly wishing for Mr Right to like her – just like us. Communication may be quicker through the internet but there is nothing easier about relationships. Dropping a cheeky text and no response for 2 hours? Drunk-dialling your ex? Bridget may be new to the awkwardness of such acts but she is the

original queen of verbal diarrhoea: "You once said you liked me just as I am and I just wanted to say likewise. I mean there are stupid things your mum buys you, tonight’s another... classic. You’re haughty, and you always say the wrong thing in every situation and I seriously believe that you should rethink the length of your sideburns. But, you’re a nice man and I like you. If you wanted to pop by some time that might be nice... more than nice." Never wear a skirt when climbing a fireman’s pole. It didn’t work for Bridget and it definitely won’t work for you. Don’t judge by first impressions. A seemingly arrogant know-it-all and a goofy klutz never seemed more wrong for one another - but that’s just what made Bridget and Mr Darcy a match made in heaven. You may hear him referring to you as a ‘verbally incontinent spinster, who smokes like a chimney, drinks like a fish and dresses like her mother’ but just hold out, that guy wearing the silly Santa jumper could be the love of your life. When you get an invite to a fancy dress party, check it and then check it again. One of the most important lessons for us to learn from – never get caught looking like a common prostitute at a family event. "Now, I’ll go home and... de-bunny." And finally, always be careful when answering the phone. It could be a prospective employer or even worse... Mum. "Bridget Jones, wanton sex goddess, with a very bad man between her thighs... Mum...Hi." Words Mallory Mabe NERVE | 39

FEATURE

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ONE cookie. four hours later we wake up from our food coma to realise that one cookie turned into all 36 of them

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We’ve all been there: sitting around during Christmas break devouring Grandma’s cookies and Mum’s cakes. At first, it starts off as just a simple snack. One cookie. Four hours later we wake up from our food coma to realise that one cookie turned into all 36 of them plus half of Mum’s cake. With the superpower to eat without gaining weight still yet to be discovered, the only solution for this problem is to figure out which of those naughty foods make you fat over the holidays and how to avoid them. . So what foods will make you look like Santa’s stuntdouble this holiday season?

CHRISTMAS HAM

Covered in salty, sugary glaze, this ham is the naughty substitute for the traditional, healthy turkey. You could eat your body weight in this ham – you know, as a present to yourself - but if possible, stick to the turkey meat. If it’s totally unavoidable (or totally irresistible...) limit yourself to smaller portions.

GINGERBREAD HOUSES

Made of sugary goodness so great you can taste it at the thought. This frosty, candycovered childhood favourite is a fairytale treat that should stay right there in the fairytales – unless you fancy looking like one of the Seven Dwarves. If you simply can’t go a year without your gingerbread fix, the healthy alternatives would be to switch the candy out for some trail mix or dried fruit. Or, if you find packing on those pounds a fun challenge then this is definitely the treat for you! Go on...

CHRISTMAS COOKIES

In the shapes of reindeer, Christmas trees and snowmen, these cookies will also shape your tummy. With no alternative besides gluten or sugar free, skipping or limiting your intake are your only

options if you’re planning on staying in the good kind of shape (e.g. not round...). Good luck resisting!

Fruit Cakes

The naughtiest of all Christmas’ indulgent treats, this is the Grinch of all Christmas desserts - lying to you straight away. Don’t let the fruit fool you into thinking these cakes are healthy in the slightest. Heavily loaded with sugar that can cause your good cholesterol to decrease and the bad to skyrocket, the smartest way to eat these are to switch out the fruit candies for bits of the real deal.

CHRISTMAS PUDDING

With 350 calories, 50 grams of fat and more than 30 grams of sugar, this festive favourite will be sure to give you that Santa appeal. Made with molasses, brandy, fruit candies and greases with butter and sugar, the unhealthiness of this dish is so over the top it hurts. No, seriously. You might have a heart attack. Consider trying a baked fruit dish for an alternative or a smaller portion with lowfat crème or custard. Or you could just spoil yourself – an extra bite couldn’t hurt? Whether you want to stay in shape this season or you aspire to work as Santa in a mall, these foods can either make or break your chances of getting on that naughty fat list. With healthier options of fruit pies, potatoes, vegetables or a nice, hot bowl of soup, take the time to figure out whether you will be naughty or nice to yourself this season!

RY MABE WORDS MALLO

ORIGINAL ILLUSTRATION BECKY HILL

- ELLIOT DESIGN LAUREN DEBONO NERVE 59

PLACING YOURSELF ON

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Mallory Mabe takes you through the experts top tips on securing the best placement out there. Original Illustration by Sam Mattacott It’s that dreadful yet exciting time of the year we need to start applying for placements. With assessments, parties and studying on top of having to apply, it may seem like a struggle to know where to begin. With the deadlines flying past you aren’t given much time to execute your grand plan, but these simple, yet effective tips will give you that extra oomph to stand out. Design Toby Gray

RESEARCH There’s nothing worse than being ill prepared. You begin with your name then have a giant brain-fart, so what is the first step in applying to your placements? Research! You can’t dive into the abyss without knowing what’s underneath so make sure you know what you’re applying for. As Dan Jackson, BA (Hons) PR Course Leader explains; "research the post so you know what sort of work they do, you may be asked this in the interview. Research also helps you find the best post for you in the first place." So transform yourself into Sherlock Holmes and detect every golden detail possible! DON’T KILL YOURSELF WITH PROCASTINATION The biggest "don’t" is to wait until the last minute. The longer you wait, the more opportunities you’ll miss. As a student, I have heard many people say they still haven’t applied to places despite it being the end of first term. You don’t need to apply to thousands upon thousands of placements, but when you think about it, each application raises your chances of finding somewhere incredible to work. Don’t sit there and watch the deadlines pass you by. Make a goal to apply to a certain amount of companies within a week or month and with that, you’re guaranteed to apply to all of the exciting places you dream of working, be it Disney, Microsoft or the BBC.

DON’T LIMIT YOURSELF Make sure that you apply all over the map. It may feel like a safe bet applying to places near home but you may end up with nothing. There are companies all over the world, so don’t limit your list of opportunities. With more applications, you are giving yourself the opportunity to increase the number of interviews you have as well as the possibility for more offers. Eva Coleman, PR student at Bournemouth’s Media School advises to ; “be sensible and apply to loads of places but definitely don’t be discouraged by rejection- maybe it just wasn’t right for you but something better for you will come along. Always grab every opportunity that comes your way.”

NERVE 56

FEATURE

GET CREATIVE Creativity is the key. Try every idea that pops into your head. Risk taking gets you noticed and by reminding yourself that no idea is a bad idea you will quickly be a memorable applicant. You need to be exciting and confident to give yourself the edge. Aside from actual applications, cover letters are the biggest challenge, but this is where creativity shines through. Tell your story and show potential employers why they’d be missing out if they didn’t hire you. Dan Jackson advises to tailor your application to each company. "I have known students who have gone to great lengths to impress placement companies: sending them application forms inside Easter eggs, teddy bears and even sending them a mobile phone with one number on it- the candidate’s!" For greater, more serious companies express your creativity more through your letter than wacky physical objects they may not be amused by. Make that letter scream with individuality.

LINEUP FOR ADVICE Ali Sheik, co-owner of PR agency Lineup Media gives us an inside look into what he and other companies look for in a placement student. What do you, and other companies, look for in work experience/placement applications? 1. Previous work experience - This immediately shows us that the candidate will have an understanding of the work they’ll be doing and why. It also shows us that they are motivated and resourceful. 2. Personality – They should try and inject this into their application, without being too gimmicky or overly confident. Show examples of how they’ve been resourceful, awards that they’ve won or interesting work placements they’ve secured outside of the industry. What is the best way a student can make themselves stand out through their application? 1. When writing a covering letter, make it sound like they really want to work at that company and explain why. Just because they are required to secure a placement, this should not be highlighted as the main reason

they’ve applied. 2. Grammar and spelling. Check and then double check. Confusing sentences, bad punctuation and typos will only create the wrong impression. 3. Call the company before sending in their CV. This is a good way to check that the position is still available and they are more likely to be remembered. 4. Research the company and reference case studies and clients in the covering letter/CV. 5. Highlight why they want to work at the company. What is the best advice you have for current and future students in the application process? 1. Figure out what area of their industry they’d like to go into and apply for companies that can offer them the right experience. 2. There are lots of good companies all over the country, not just in the big cities. They should spread their net wide and see what’s out there. 3. Stand out from other applicants by showing a company why they should take you on. 4. The earlier you start the more choices you’ll have.

NERVE 57

Latest News on Content Marketing - CMA - From the Daily Prophet to the Daily Mail, content marketing comes alive

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From the Daily Prophet to the Daily Mail, content marketing comes alive

In a world seemingly far away lives a magical newspaper. It's content is no ordinary content - it is alive! Images move as if the people within are living between the lines and text updates in an instant as the latest stories roll in. This paper builds a relationship with the reader, providing them with what they want and must know. From escapes from Azkaban to Weasley relationship gossip, The Daily Prophet has been the forefront of the Wizarding world but now, for the first time ever, its magic is taking our world by storm. While Hogwarts is still a figment of our imaginations, its newspaper The Daily Prophet is quite the opposite. Today, The Daily Prophet is available to us by a different name - digital content. From apps to websites, the content a brand produces is reachable across the globe with a simple click. From gifs and videos to instant news and shopping, there is something to be seen by every individual that is just as eye-catching as any spell. As brands transform their content approach, the messaging and audience will be the key developments that go along with it. Your audience wants to feel connected to your brand and have a one-to-one relationship with it. A father wants to know he can rely on you for his latest "how-to" video while a successful business woman will want to see the latest news updates second-by-second. They want to share your content with the world through social while saving it for themselves to read later within their beloved technology. No matter what your brand, digital content is one spell you need to cast.

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The Daily Magic The Daily Mail has recently launched its digital tablet application, Mail Plus. As one of Britain's most popular national newspapers, with a 1.8 million daily circulation, along with its sister title The Mail on Sunday, it has now transformed again into a leading digital source. Its website Mail Online, with 119 million unique browsers a month, makes it the largest newspaper website in the world and reimagining it's content for tablets has made the app just the same.

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Since its release, the Daily Mail Plus is selling almost 15,000 paid for copies per day according to the ABCs released on October 11th. Likewise, over in the Sunday edition of Mail Plus, sales have doubled from almost 6,000 an issue in April to 12,999 in September.

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With spellbinding updates guaranteed to meet each reader's desires combined with unique effects like video and shopping at your fingertips, the content transformation provided within Mail Plus has proven both effective and key to advancement of content marketing alltogether. The transition shown by The Daily Mail proves that digital content is required to spread messaging and information to an audience greater than ever before - reaching into the nooks and crannies of the world's populations. Bring Your Brand to Life As proven by Mail Plus, the magic of digital content is the availability of a variety of tools at your fingertips. With the capability to make your app both unique and proactive, you also have the ability to make it fun - make it interactive. Whether you are trying to get that dad to watch the latest "how-to" video or that business woman to constantly check your app for updates, make sure they can rely on you to make that simple yet interesting. Here are 3 key elements to make your content bewitching: Tap-to-buy Shopping Feature Give your audience the simple satisfaction of swiping through pages of the latest trends and purchasing them directly with one click. Instead of listing the item and telling them where to go, let them rely on you to provide that instant-buy option and to drive e-commerce opportunities.

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Latest News on Content Marketing - CMA - From the Daily Prophet to the Daily Mail, content marketing comes alive 360-Degree Photography Give your audience a holiday of a lifetime - through content of course. Let them jump into the pages of your app with the 360-degree effect that allows them to see locations as if they are standing there themselves but from the comfort of their own home. Interactive Graphics, Video & TV Whether you use the latest meme gifs or moving images let your app get inside the mind of the reader and vice-versa. While making interactive advertising simpler, there is a certain relationship built when a reader can relate to your brand. From clothing videos showcasing future clothing lines or a how-to-cook video with your own chef, feeling like they are connected to your brand will bring them back for more. Every day, Mail Plus features TV Plus, an interactive listings guide with more than 200 channels that readers can turn into their own personal TV and radio planner - with a social TV experience powered by TV app Zeebox. Make your app just as interactive by incorporating unique opportunities like TV or radio and give your audience that extra magic. Posted by: Mallory Mabe, Marketing and Communications Executive, Adobe

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Latest News on Content Marketing - CMA - Digital Publishing in 2014: The Future is now

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Digital Publishing in 2014: The Future is now

Dec 2013

Posted by: Mallory Mabe, Adobe From the moment the London sky is lit by fireworks above Big Ben and the ball drops in Times Square we anticipate the New Year with new-found hope and excitement. For most, the New Year means new opportunities, fresh starts and the latest updates in everything from fashion to technology. For publishers, this is the time of year to reconnect with audiences on a new level and recreate what makes them paramount. The New Year starts before January for content creative – way before. Advanced preparation is taken to make sure the New Year means new content, new business propositions and new creative progression. Here are the top 4 trends to look out for in 2014 according to Rupert Knowles, Adobe Digital Publishing Solutions Consultant: Retail Integration With magazines and newspapers gradually incorporating more retail integration over time, 2014 will see this at an all-time high. Over the Christmas shopping season these publications will be the go-to for top gifts which will then spark an increase in both usage and sales leading to more publications focusing on this as a key item to include for their specific audience. As presented in Daily Mail’s Plus app, shopping with a single click keeps an audience engaged and coming back for more. Interactive Advertising According to Rupert, “Advertisers will start to really appreciate interactive adverts. Motor manufacturers have been at the forefront of this transition but that will change in 2014 when brands and publications alike see how that link with the customer through such interaction is crucial to engaging with an audience. With brands such as Top Gear and T3 using 360 degree car views in their advertisements to bring more life to their message, other brands will be following in their tracks with their own unique twists.” New Business Models Out with the old and in with the new has never applied more to the digital publishing world than it does now. With the traditional magazine and newspaper having a specific date of publish each month it has become a form of monthly ritual for us to anticipate getting that content. Now we can anticipate shorter periods of publishing with publications transitioning from monthly to bi-monthly, weekly or even daily. Every publisher has their own need when it comes to getting the content out and this will be the year that is tried and tested. Magazines such as Esquire are starting weekly editions while others such as Vanity Fair are keeping it monthly. Corporate Publishing Internally For businesses, internal communication is just as important as external when it comes to their business and overall brand message. With companies like JP Morgan Chase, having an app that allows stakeholders to share business strategies and key market trends with the company, the future of internal publishing will see companies taking the initiative to create the digital bond within the company audience through apps, newsletters, or magazines.

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Think of the years as a version of software: 2013 is the older and 2014 the upgrade. Don’t waste the rest of 2013 wasting away in outdated opportunities, prepare and anticipate the exciting changes that will launch with those midnight fireworks. Posted by: Mallory Mabe, Marketing and Communications Executive, Adobe

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Latest News on Content Marketing - CMA - Avoiding 'Innovation Debt': The Creative Apocalypse

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Avoiding 'Innovation Debt': The Creative Apocalypse

At the recent CMA Breakfast Briefing with Adobe, David Hicks, Creative Director at Adverb in London and former Digital Editions Art Director at Future, discussed a rare topic that is crucial to the future of digital content - innovation debt: the cost that companies incur when they don't invest in their creatives and themselves. As individuals and employers of such creative minds, the key to avoiding innovation debt is to invest in yourselves and your employees. Be it a photographer taking the time to learn new techniques and experiment or the editor of Esquire learning the latest version of editing software on their weekly digital magazine, the software and sources we use to innovate on a daily basis are forever upgrading whether we like it or not. Make the time to learn the skills necessary to perfect your craft and provide the necessary software to your employees to do so. David exclaims that the key is to "find time in your day jobs to learn these tools - Keep innovating!"

2013

Who Cares? You should! Innovation Debt is the creative's version of paralysis. It is the creative apocalypse. When it occurs, we are left without the extra access to new and exciting knowledge to help us improve our skills and become the masters of our crafts. We are stuck and with creative technology constantly at a fast-paced incline, we have to keep up and teach ourselves the latest techniques. As content marketers, we rely on our agencies and creative teams to create the most engaging and incredible work possible but if we don't work with them to ensure all of the latest tools and skills are at their fingertips; we will be left behind in the constantly changing digital world.

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To ensure you avoid this infectious creative disease, here are 4 tips:

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Invest in Yourself Nobody is going to know your strengths better than you so you need to identify these and aim to master them. Take control of your skills by setting the time aside to learn the latest updates in the latest software you already use or to teach yourself something entirely new. For web designers, for example, their skill set is crucial to the development of whichever company or project they work for which requires them to set aside the time to learn the latest tools in their software and new languages such as Laravel or Flash. As employers of these creatives it is crucial that you provide the time and tools for not only them to invest in themselves but for you to use this to benefit your company. Step Away From The Desk! Make sure to make time for what I like to call ‘adult field trips'. Find a conference within your creative sector and go! These are not only the best ways to get inspired to improve on specific areas of your work and learn about latest technologies but it's an even better way to build a network with other creatives who might be able to help with any future issues you might encounter. Make Time for Failure The goal of trying new technology or techniques is to learn whether it is actually worth using. Does it benefit your unique skills sets or help you to perfect your craft? If you never try your hands at something not worth using for your work, you can probably guarantee you aren't trying aggressively enough. Don't let it get you! Creatives are our own breed of people. You could even say we are our own species, travelling throughout the world sharing magical talents that create the grand masterpieces seen through television, magazines and even graffiti on the sides of the roads. We are each unique in which magical talents we possess but nonetheless we have these for a reason: to innovate!

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Latest News on Content Marketing - CMA - Branding on-the-go

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Branding on-the-go

According to Female First, 43% of women say that they put make-up on in their cars on their daily commute. Though not all people are putting makeup on in their car, today's public is constantly on the move and they want their brands to be doing the same. From travelling to work, or doing the school run, to flying off on a well-earned break or holiday, people simply don't have the time to sit and grab the latest catalogue, brochure or magazine. Coupled with this is the explosion of smartphone and tablet adoption; with latest figures from Yougov's Tablet Tracker showing 26% of UK households own a tablet. The public is becoming more and more tech-savvy and mobile. With on-the-go access becoming the key to reaching these digital audiences, it is no surprise that smart brands are ensuring they too are present on these devices and creating a name for themselves in the publishing world. Adding a modern touch to tradition I will be the first to admit I still feel a sense of excitement when I get my hands on a new magazine, flipping through pages of the latest trends while sitting in bed with a nice cuppa. As much as I love this, though, I am still the mobile-savvy commuter who likes her information on the go. From my magazines to store apps, I want that information as soon as I can have it without the hassle of taking stacks of pages with me. Not only that, I want to be ‘the first' to know the latest information from my favourite brands, such as ASOS and Lakeland. There is no rivalry between digital or traditional, but without that digital presence, brands are missing out on getting in the hands of those tech-savvy readers. A digital publication provides certain brands the opportunity to offer more interactive content to their audience, customers or prospects. For example, Top Gear, the well-known BBC show, has a print magazine as a great brand extension of the show and using Adobe Digital Publishing Suite, now has a digital edition app available on iPad. The digital edition allows for interactive showcases of their latest car stories that present their readers with a much more engaging experience, similar to what the show delivers. And we know this interactive content works as people spend three times the amount of time reading interactive digital publications than flat PDF replicas of their print edition. Leading luxury real estate brokerage, Sotheby's, is another prime example of a brand that is listening to how its audience want to engage with them. Sotheby's transformed its sales tools with a privately distributed iPad app called Anthology: The Collection of an Extraordinary Brand to help the company's more than 12,800 sales associates market their services. Customers are given the chance to interact with their dreams to find that perfect home. Through creation of the app, the company eliminated the need to send printed brochures in 47 countries in the first month while achieving 670+ app launches and nearly 5,500 folio downloads. Customers, prospects and fans of all brands have one thing in common: direct access to their favourite retailer, supermarket, and iconic label. Be it a shopaholic with an ASOS app or a working mum with a Tesco app, everyone wants the convenience and connection with their favourite brands from right where they are. With these next three tips, you can engage customers with your brand on leading tablets and smartphones and bring your brand to life. 1. Reaching out to tech-savvy, new audiences Extend the reach of your brand's influence by engaging customers on popular mobile and tablet devices and allow them to share content via social networks. From supermarkets wanting to engage customers with the latest grocery offers to a clothing brand promoting their new season wear, having content at the tip of their fingers not only gives you more credibility as an updated resource, but brings your audience that sense of engagement as if being welcomed into the store face-to-face. We all want to be acknowledged when entering the

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store and making that digital reach provides your customers with just that. 2. Bring your publication to life You don't have to be a 3D company to have top-notch digital content. A clothing brand with a 360-degree view of its items, with videos and immediate purchasing, stands out more than a single image of a trendy jumper. You don't have to have to go to Hogwarts to develop a paper with moving images. Simply add interactivity, video and more to your brand's content to create a compelling brand experience. 3. Connect deeply with customers Printed materials distributed to Sotheby's audience were typically out-of-date not long after they were received. Through the app, customers are kept up-to-date, while the brand can gain insight into what content is working through in-built analytics - displaying the right content, at the right time, in the right format will resonate far more with your audience. Through analytics you have the ability to do this. Capturing consumer insight allows you to accelerate actionable insight, optimise marketing and connect with your customers on the subjects matter to them. Posted by: Mallory Mabe, Marketing and Communications Executive, Adobe

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