matts ipa excellence diploma final assignment advice 100310
DESCRIPTION
A presentation given by Matt Sadler of Karmarama (President's Prize winner on the 2007-8 IPA Excellence Diploma) to the class of 2009-10 with some personal advice on how to approach writing their final assignments.TRANSCRIPT
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IPA Excellence Diploma
Some personal advice on final assignments from someone whose
been there
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Lesson One: Structure
1. Where you are now
2. Getting good grades
3. A few practical pointers
4. Any other questions
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Where you are now
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You’re on the home straight
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A unique chance to take the spotlight
awaits
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This is a sprint finish
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Getting good grades
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Remember where the marks come from
ORIGINALITY CLARITY REFERENCESAPPLICATION
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It’s less about what you’ve read than what
you haven’t read
An opportunity to suggest something new
An invitation to disagree
Tell the judges something they don’t already know
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My starters for ten1. Look outside the advertising bubble. What could we learn from..?
– Research science (chaos theory, complexity theory, dynamic network analysis, evolutionary biology, particle physics, rigour, experimentation etc…)
– Theatre (the masters of emotion and atmosphere, creativity, audiences etc…)– Stand up comedy/Jay Z/Jon la Joie/Banksy etc. etc. etc.
2. The future is complicated, how can we make it practical? Are the next breakthroughs in production and resources?
3. Dare to dream: What emergent technologies are out there that we could put to use and evolve? What game changing move would you make if you were China/Google/Duncan Bannatyne/Simon Cowell?
4. Pick a fight: What’s hope and what’s hype? Could taking a contrary view unlock some fresh ground?
5. Originality isn’t limited to topic - it’s a mindset for approaching the whole thing
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The course reading should be your springboard
to uncharted waters
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Don’t worry if you don’t know exactly where you’re heading
when you set off
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Do pick a topic you’ll enjoy discovering
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Make sure it’s big enough for 7,000 words
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Application
Ensure your originality stays
grounded
One big case study or lots of little ones –
it’s up to you
Ask yourself: What’s the point?
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Look far & wide
Original references are the best references
Find the experts
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Content is half the battle, structure
the other
Remember you’re telling a story
A journey of 7,000 words needs signposts
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Imagine how you’d feel if you had to read twenty 7,000 word essays
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Then make it entertaining
Make it clear
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Re-editRe-editRe-editRe-editRe-editRe-editRe-editRe-editRe-editRe-editRe-edit
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A few practical pointers
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Book yourself some thinking space
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Get help
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Find a bastard
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You get out what you put in
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Any
s
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Matt Sadler
Download my (President’s Prize winning:) paper at www.infomagination.co.uk