Strategic Communications & Advertising Planning: Part 2 – Poster Pitch – 78%

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Following on from the situation analysis undertaken in Part 1, my team and I were then tasked to brainstorm a campaign in order to attain one of the suggested marketing communication objectives. We showcased our ideas in a 10-minute pitch, facilitated by an A0 poster, designed collaboratively using Adobe Photoshop.

We focussed on the Golf GTE, hybrid/electric car and utilised the car-purchasing-journey, adapted from Mintel, as a framework for our pull/profile strategy. SEO and a TV ad were strategically applied for the ‘initial search’ stage. We dreamt up a promotional event, VW Volt, intended to engage with the public and inform of VW’s commitment to sustainability. To aid potential customers’ ‘choice evaluation’ a partnership with Zipcar was tactically proposed, allowing the public to test-drive VW cars, encourage purchasing and ultimately, achieve return-on-investment. We divulged a budget and schedule for the campaign by way of a Gantt chart.

It was empowering to have the freedom to innovate my own extensive campaign on this assignment. Working as group of five, bouncing ideas off each other, while using the car-purchasing-journey as a guideline, made producing this comprehensive campaign seamless, fun, and creatively satisfying. The tricky part was keeping our presentation down to just 10 minutes long. However, practice helped achieved this and my previous experience with pitching helped the delivery to be confident and precise.

My team and I received 78% for the second part of this assignment, giving myself an overall average unit grade of 84%.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

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Advertising Management: Creating and Starring in a 30-Second Advert

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videoFor the first assignment of my 2nd year Advertising Management unit, as part of a team, I was tasked to create and star in a 30-second video advert. This was to raise awareness of MetMUnch, a student-led group that promotes eating SMART: Sustainable, Multi-cultural, Affordable, Realistic and Tasty. The ad was to be constructed in accord of one of five creative briefs. My group chose the Sport brief, it went as follows:

Brief Two – MMU Sport

  • Using natural connections between Sport and MetMUnch (nutrition, healthy eating) to devise cross-polination marketing opportunities between the two
  • Audience: All students (not necessarily those already interested or involved in sport), encouraging active, healthy lifestyle choices
  • Looking for content for social that can be shared and retweeted by @MMUSport and @MetMUnch, e.g. Twitter / Instagram friendly pics; punchy text images in style of below. Stuff that will make people stop scrolling through their feed and take notice!

The ad was uploaded to YouTube, it can be viewed here. For each of the five creative briefs, one winner was chosen. My group was privileged to be chosen winners for the Sport brief category.

This highly practical assignment was very enjoyable to take part in. Brainstorming ideas, making these ideas come to life and starring in the video, all in a team environment with a bunch of friends was a true highlight of the year. Winning the award put the icing on the cake.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

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Click to view my CV.

Consumer Behaviour & Culture – The National Lottery Award

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This post marks the first piece of work from the second year of my Advertising and Brand Management honours degree. The focus moved away from generalised marketing theory to more specific advertising and branding perspectives during my second year. Additionally, rather than simply regurgitating theory, the tasks demanded more practical application of concepts.

This shift is ideally represented in the assignment I am showcasing today. In what was referred to as a ‘live’ brief, I was tasked to aid The National Lottery in its attempt to engage young adults (16-24 year olds) in order to encourage participation of the bi-weekly lotto.

Myself and a partner conducted primary research, consisting of both an online questionnaire and a focus group, drawing upon theories of brand personality and values to try and establish what The National Lottery could do differently to increase involvement of young adults. We revealed our results in a 15 minute presentation.

An added incentive for this assignment revolved around a partnership MMU has with The National Lottery, where representatives of the company were to generously come to the University to listen to the top 3 presentations.

My partner and I were gratefully awarded to be one of the 3. The experience to present our humble findings to industry professionals was exhilarating. Insights drawn from the executives were very beneficial. Overall, the opportunity offered me invaluable experience, which I am extremely proud and thankful to have gained so early into my career.

Below is a letter I received from Nick Bonney, Head of Insight at The National Lottery, confirming the award.

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Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

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Digital Media and Marketing Platforms: “The Digital Agency Project”

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captureThe first assignment in this unit involved an interactive venture which gave me my first taste of what it would be like working at a marketing agency.

This assignment was a group task which made the project all the more engaging. Each team member was to choose their own specifically-defined role in the agency. If you’ve explored the rest of my blog you wont be surprised that I wasted no time in choosing the role of creative director for myself. The group decided upon the name Zenith Advertising for our agency.

The team was to produce two appraisals relating to the wide variety of services available on an array of digital platforms.

My partner and I focused upon mobile marketing strategies, highlighting opportunities (and some pitfalls) with technologies such as near field communication, proximity marketing using wireless, app development and QR codes. (Click on the image above to be taken to the blog post.)

Along with the more formal appraisals, the team utilised the blog in a typical fashion by showcasing external creations, commenting on current events and posting other pieces of research.

Overall, working in a flexible collaborative manner enabled a much more enjoyable creative approach to something which at first glance sounded quite dry – writing an appraisal. The freedom to brainstorm, design and create a blog website while researching the unit’s topics offered a dynamic and multi-faceted learning experience.

You can view the group’s work at https://zenithadz.wordpress.com/


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.