I’ve been doing some work for Mary Kotyuk for the past couple of days. Her role in Tracy Locke is the Group Strategy Director who looks into “Shopper Activation”. 

This area of the company looks into a variety of different things from “behind the scenes” such for company’s and actually going into the store and reviewing how products are advertised when people are walking around the shop. This is called a Store Walk where someone will take photos of specific displays and aisles and report back to the team they’re working on and talk about what is good and what can be improved. This work also requires travel to the clients and other TL offices to allow each person to communicate their findings. 

Part of the work I have done for her over the past couple of days is look at a variety of companys’ strategic priorities and initiatives from the past year and what they have planned for this year. Additionally, I’ve looked at what type of competition they have with other stores looked at each individual SWOT analysis to help see where improvements can be made and what their strengths are. This required a lot of research about what the company sells/intends to sell and what their aims for the year are. It also meant deciding what information I found was the most relevant and necessary. Each page of the deck is for a specific company so it must be kept short and snappy in order for people here at Tracy Locke to know what they are looking for for each client. This sounds quite a simple task but it has taken a lot of time to ensure all the correct information is collated. 

I sat in on a meeting this morning with a variety of other people in the company, including Stephen Miller who is one of the managing partners in the company, who were speaking about how much money that should be spent on each client and their advertisements. While discussing this the “Golden Circle” was mentioned. It contains 3 sections:

What we do

How we do it

Why we do it

This is the motive followed by TL when making advertisements for the company when designing for clients and allows the process involved to be simple and allow a good outcome. If you’d like to read more about the Golden Circle here is a good link. It has been written by Simon Sinek who has also taken part in TED talks on the subject.

http://enviableworkplace.com/executive-summary-golden-circle-simon-sinek/

Although it may not sound like much, I have been pretty busy these past couple of days which has been good! From working with Mary I have been able to see how another role in the advertising world is done and this type of advertising requires a lot of work to be published.