Cheshire Building Society and the Over 50's formed the task for this year's advertising module when resident 'Ad guy' Richard Wilson, MD of QX Brand & Business Development, set MA students the challenge of pitching their creative ideas to him.
The brief was to devise an ad that promoted Cheshire Building Society's 50PlusFreedom savings account for the 50 plus. The proposition? Instant access and a great rate for the over 50's Advertising Module Leader, Sally Chan, says; 'We've worked with Richard for many years and wanted to encourage students to think outside their comfort zone ... we wanted to see how good students were at meeting their client's brief, how clearly they understood the business and whether they have acquired sufficient insights'.
Students picked up some home truths about Britain's over 50's and how they should be represented in adverts. However, judging the creative work was not easy. According to Richard; 'In answering the brief, all student groups presented at leastone outstanding element that was very, very good ...many produced several'.
Angela Carroll, Programme Director, says: 'This activity enabled students to showcase their knowledge and ability in both advertising and media. There were some first rate presentations which demonstrated great insight and creativity'. Richard adds; 'The outstanding work ranged from insightful independent research,vibrant and inclusive presentations and some well thought through creative executions. It was a joy to behold, particularly given the different backgrounds the students have'. For their efforts, each winning group was awarded £60 Harvey Nichols gift vouchers.