By Gabriella Pfeffer My Summer Internship At

Applying for the internship:Last January I set out on my long internship adventure by deciding what type of internship I was going to pursue and how I was going to apply for it. I researched online, searched company websites, and read internship reviews in order to help me make this choice. I decided that an internship in advertising sounded the most exciting and fitting for me as I had already interned at a PR agency and always found advertising and commercials fascinating. I spotted DMA Uniteds summer internship posting on http://fashionista.com/ and immediately contacted them. The interview was short and went really smoothly, and I heard back from them promptly later that same day.My Role:During my time in DMA United I worked as an account management intern for Zoe Bunyard. DMA United clients are assigned to different account managers who are in charge of all their assigned clients projects etc. Zoe managed Paul Morelli, Skin Medica, Russel Westbrook, Nigel Barker, and La Praries projects. As Zoes intern I learnt a lot about the world of advertising and gained a great deal of experience. Zoe went above and beyond to explain to me the ins and outs of advertising and the importance of being meticulous, always presenting your best (even when it seems like an unimportant task), being creative and making sure to be on top of deadlines. Zoe really inspired me to pursue a career in advertising although I am still not sure if I would want to work in house or in an ad agency.About DMA United:DMA united is a full-service advertising and representation agency based in Soho. DMA united is the first talent representation agency to provide new business development services to designers and brands within the luxury sector. This includes: brand positioning, strategy, corporate identity, advertising, photoshoot production, packaging, media planning and buying, commercial endorsements, retail expansion, and design consultation. DMA united creates platforms for clients that connects them to their target consumers, leverages their assets within larger organizations, creates new streams of revenue and enhances overall brand equity.DMA Uniteds Client List: Alice Roi, Allison Baver, Andr Leon Talley, Constance White, Cushnie et ochs, Defend-Paris, Del Toro, Diane Smith, Freemans, Gaby Basora Tucker, Karen Elson, Kelly Rutherford, Lisa Rinna, Mark McNairy, Melania Trump, Monica Botkier, Nigel Barker (photographer), Pamela Love, Pepsi, Playboy, Russell Jackson, Russell Westbrook, Selima Salaun, Seu Jorge, Shaun White, Susan Moses, Terri Oneal, The Face (TV series), Council of Fashion Designers of America, Clio Sport, Colorescience, Fern Mallis, Fleurian, Hilldun, JTD-Fest, La Prairie, Meet.com, Numro Russia, New York City Ballet, Paul Morelli, RW & Co., Skin Medica, True Religion, Zappos Couture.

History of DMA UnitedInk&co launched in 1994 as an advertising agency whereas the Designers Management Agency was created in 2001 as the first talent representation agency providing new business development services to designers and brands. In 1998, Marc Beckman (CEO of Designers Management Agency) hired Sam Sohaili of Ink&Co to design a luxury line of cosmetics that was subsequently launched at Harrods in London and Henri Bendel in New York City. Marc the attorney and Sam the expert marketer worked really well together and (after deciding that the stardom of fashion designers was on the rise) set out to develop a new type of celebrity, the fashion designer. In 2012 the two agencies merged to form DMA United and have remained a driving force in the industry henceforth.My First Task - Understanding My Clients:During the first few days of my internship, my boss Zoe insisted I spend all my time understanding and learning about her clients. This included reading through all DMAs past projects with them which I found on the company server, reading up on them online, and truly understanding their brand their appeal, their target market etc. It was pretty exciting because many of the documents I read really related to what we learnt last semester in marketing management. For example when reading up on Skin Medica I saw a document which they created during one of their previous projects to help them brainstorm and think up ideas which including the Marketing Mix and Positioning etc.About My Clients:Russel Westbrook Russell Westbrook is an NBA basketball player who currently plays for the Oklahoma City Thunder.

Paul Morelli Paul Morelli, designs and creates a unique and broad range of luxury fine jewelry from made-to-order, to timeless classics, to signature pieces reflecting current influences.Skin Medica For over 10 years, SkinMedica has been developing innovative skin care treatments that help rejuvenate skin. Their best selling products have been featured in Elle, INSTYLE, Self, People, Web MD and many other magazines and television shows including The View and The Today Show to name a few.

Nigel Barker Nigel Barker is an English reality TV show personality, photographer, author, spokesperson, filmmaker, and former model.

La Prarie La prairie is an upscale luxury skincare brand which goes beyond ordinary skincare to intercept aging at its source. Project 1 - Paul Morelli

Paul Morelli was looking to update and reposition their brand to make it more well known and to attract a slightly younger crowd. As part of the brand revamping project, DMA United along with Morellis PR agency decided to brainstorm who would be an appropriate muse for Paul Morelli to create a collection based on and use in campaigns etc. There were many factors involved in the decision process: We knew the muse had to attract an upscale audience as Morelli is a very expensive luxury brand, and we knew the muse couldnt be too young because although they wanted a younger image most of their current clients are much older. Morelli also wanted his muse to specifically be all American as that is one of his brands features, Designed & Crafted in America Since 1981. We also had to make sure that the potential muse wasnt too famous because then it would be very expensive to use them for campaigns and Paul Morelli wasnt willing to spend too much on it. After much brainstorming, suggestions, and narrowing down we came up with a list of about 7 semi well known, luxury celebrity figures ranging from oligarchs, artists, and actresses see below:

Project 2 - Russel Westbrook NBA Basketball Player Russel Westbrook was creating his very own sunglass line Westbrook Frames with the help of DMA United. As part of Westbrook Frames launch DMA was to create a website which included the Westbrook Frames shop, information about the brand, and links to social media pages. I was asked to proof the whole website to check for any spelling, grammar, copy, or image errors as well as glitches. I then noted the errors down in two separate google docs, glitches and technical errors in a google doc for the developer, and all other errors in a google doc for DMAs graphic designer. After it was sent to both teams I would constantly recheck the site to see what had been fixed and update the google doc accordingly. My boss Zoe taught me to be extremely meticulous, the smallest mistake could make a world of difference in how professional the brand looks e.g. a single wrong digit could mess up millions of orders. She explained how once she messed up and sent off a small ad with a tiny spelling error and got in huge trouble, you cant afford to make little mistakes in advertising.

Project 3 Part 1 - Nigel Barker Art Van Nigel Barker has a deal with Detroit based interior design/ furniture company, Art Van. This means he is their face in many ads and campaign and also helps them come up with new campaigns etc. In the past Art Van werent very focused on social media and decided they needed to get with the times and create a massive social media campaign based on their younger line AV2. Zoe allowed me a few days to research similar companies social media campaigns and brainstorm a few ideas for Art Van that Nigel would put forward to them. See my campaign suggestions below below:#Sofie Photobooth In store Photobooth with the backdrop being either a mock up of the catalogue cover scene or a white washed wall with the espresso sofa - participants will get their photo taken using the AV2 inspired (fun and young) props and their photos will be posted on ArtVan's facebook page (they can then share it by visiting the page which will attract attention to ArtVan's social media pages.)- There will ALSO be a weekly contest for the photobooth post with the most likes to win a 200 dollar gift card for AV2 - this contest will get people to encourage their friends to like their pic and raise awareness of the AV2 brand and Artvan - overall Nigel's favorite of the winning posts will have AV2 inspired Nigel photoshoot in store.Design your ideal living room/ #sofie scene contest On ArtVan website customers are encouraged to participate in contest to create their own ideal AV2 living room by choosing from product collection and inserting them around the espresso sofa backdrop - as a final touch contestant are able to take a picture of themselves and insert it in to be on couch - contestants will then post their ideal livingrooms #sofie on instagram and write a fun/fitting caption and edit it how they like for the chance to win 5 of their favorite products from their room.Extreme Bed Room/ Living Room Makeover Webisodes People will post #sofie OR #AV2Makeover and a pic of their makeover desperate room on instagram and the ArtVan staff will pick a weekly winner to have a AV2 makeover - the webisodes will be fun but short and to the point and also have a shoppable video feature - the videos can feature Nigel or an interior designer who will give design tips throughout (so will also be good PR for the the designer so perhaps they will participate for free).Blogging Campaign/ Contest Ten famous Detroit/ national bloggers will compete in store (one by one) to design the best #sofie scene - white washed wall with the espresso sofa backdrop - they are able to accessorize and add as much as they like from AV2 products. Each blogger will post their before and after pic or video of their scene makeover on their blog along with some press coverage about the contest and the AV2 collection with a link to the other blogger contestants scenes. People then vote their favorite blogger scene by posting #sofie and the name of which blogger they want to win. The winning blogger will receive official title of AV2 blogger and be featured in campaigns and/ or receive some sort of prize.

SpotAV2 Scavenger Hunt Scavenger hunt in Detroit where AV2 furniture/ products will be spread around Detroit = hotels/boutiques/cafes for one day - and contestant will need to take pics of all the AV2 products they spot by following the hunt hints (that they will receive in store along with an AV2 goodie bag) and post them on instagram and tag ArtVan, AV2, and #sofie. The first contestant to complete the scavenger hunt or the contestant who spots the most AV2 products will win something = this is a fun day activity as it's a scavenger hunt and not only promotes AV2 but also sites and places in Detroit (making them likely to participate), this also integrates social media - and is not so expensive just slightly time consuming. Project 3 Part 2 - Nigel Barker Art VanSOCIAL MEDIA CASE STUDYAfter brainstorming social media campaign ideas, Zoe asked me to research similar brands social media efforts in terms of statistics of followers, what they post, where they post, how often they post, and any big social media campaigns they have carried out. She then asked me to put it all in one document to forward to Nigel who would be meeting Art Van to discuss social media and wanted to be up to date on their competition. Below is some of what I created:

SOCIAL MEDIA CASE STUDY Art Van: Instagram Content:Post once a day.They post pictures of Art Van furniture/ accessories from interesting angle typically artsy photo and fitting to the day e.g. on Sunday posted phot of Art Van clock captioned - Wish time would stop this #relaxing Sunday! Their posts have a vintage look not sure if thats exactly what they were going for but it doesnt really attract a young, bargain hunting audience.Fan base: Target Market: Their posts seem to be appealing to older artistic, vintage styled consumers who are interested in looking at Art Van furniture from a different view purely for fun (like instead of the typical cheap, younger hip furniture line.)Use hashtags #style #design #interior #ArtVan #decor #instacool #picoftheday #love #beautiful #interiordesign #ArtVanStyle These are typically all together on all their posts and theyll add a few more hastags which are fitting for the day e.g. #TGIF, #TBT.Current Fan #: 220 followers.

Twitter Content: They post 1 to 4 times a day depending on the day.Post alerts for promotions/ sales/ deals, about new collections and products, new store openings, charity events, contests Art Van Charity Challenge, and links to their Facebook page, website or blog to see fun random things like Back Pain? We've got answers for you! or The 'inside scoop' on outdoor furniture.Id say about a quarter of their tweets include visuals.They dont use hashtags often, I only saw - #MadeInAmerica for HGTV furniture, and #Design #Decor once or twice no unique Art Van hashtags which they should have! Partnership/ Brand Ambassador SPOKESPERSON International home designer and co-host of the Love it or List it television show. Hilary posted Can't wait to sleep tonight! @ArtVanFurniture "I Love My Pillow" put to the test! #STAYTUNED. this was very smart they got an interior design influencer to get involved in their brand and attract attention to their social media they should do more of this and build on this idea!Fan base: Target Market: People who already know of Art Van and are looking to be up to date on Art Vans promotions and new collections etc .Current Follower #: 10,100Facebook Content: Mostly filled with promotions/ sales/ links to coupons, new store openings, contests and events, new collections and products, posts about happy customers, and also occasionally have links to interesting articles relevant to their brand about sleep, and links to cool posts on their blogs. All their posts include images.Post between 1 3 times a day depending on the day.110,409 likes.Seems to be aimed at similar audience to their Twitter already customers of Art Van looking for great deals etc.1. Social Voice - Mom&More mentioned in their pdf but couldnt find mention of ArtVan on her page.Pinterest 29 boards mostly random collections but fun and unique themes - Thread & Feather, Rustic Style: Art Van, Traditional Style: Art Van, Casual Style: Art Van, HGTV Caravan Collection / by Art Van Furniture, Kids & Teens. 1. Social Voice - Hannas 1st Home (Pinterest) -mentioned in their pdf but couldnt find anything about it.Blog Weve Got the LookPost Fun relevant interesting articles e.g. Dorm Sweet Dorm, 5 Questions For Our Outdoor Furniture Buyer, Brand Spotlight Thread and Feather, in season produce for JulyTheir blog doesnt really look so aesthetically pleasing they need more images for their posts and more fun colorful font it kind of looks a bit boring although the content is interesting.I am not sure how often they post.

VERDICT They could really do so much more with their Instagram its basically a waste of an account right now they should be posting at least twice a day a wider variety of their collection or other sorts of inspiration to express their brand voice please make sure that they are giving off the look they want to (do they really want to be appearing so vintage and antique?) They are sufficiently on top of their twitter although they may benefit from using more visuals. Their Facebook seems to be their most successful account as they post about a variety of things attracting followers to be interested in their brand and also keep up to date with promotions. Their blog has some interesting content but they could definitely do with a blog post visual makeover. Also they should make use of YouTube. Their Pinterest is great and will grow from the Pin It to Win contest that they are planning for next year. I believe their Charity challenge and having Hilary Farr as their spokesperson gained them a larger fan base.CB2:Instagram Content : 1. Aside from the classic posts of pictures from their newest collection, CB2s Instagram resembles that of a regular person/ style blogger but reflecting CB2s brand voice: they post pictures of their style and art inspirations (architecture, food, art, fashion all young, bright, colorful between modern and classic), as well as everyday life posts of CB2s pet dog, happy holiday greetings, pics of dinner in order to relate to and attract their younger hip/ chilled target market.1. The categories/ hashtags of their posts include: #cb2style / #cb2trends = for their style inspiration mood boards, #cb2places = for their vacation destinations/ scenery shots/ event recommendations ( CB2 wants to tie itself to traveling all mostly young, hip, and affordable places) , #cb2eats = for when they post pictures of restaurants to visit or their latest meal, #cb2pets = when they post pictures of their favorite pets to position themselves as a fun loving brand, #cb2fall/ #cb2outdoor = when posting about/ pictures of their collection, #cb2playlist = sharing their favorite new music cool, unique, vintage singles reflecting hip CB2 style, #cb2events. NORMALLY ALWAYS HASHTAG - #cb2.1. Posts 1 3 xs a day typically 2. This is a good amount but perhaps they should be more consistent.1. When they post pictures of their collection its mostly indoor pictures of their products, they tend to be more subtle colors such as grey, blues, purples, browns (but still has a trendy, young look) chairs, tables, and occasionally accessories. Fan base: 1. Target Market: young, fashion conscious, fun mostly females.1. Current Fan #: 9244 followers. 1. How they increased following: through their APTCB2 campaign, otherwise they havent had a significant change in their Instagram to increase followers and they havent had any major Instagram contests in the last few months but their following increases over time as they are a well known brand.1. How many likes per post: between 150 and 200 likes per post.

Twitter Content: Their Twitter is mostly filled with posts (with visuals) about promotions and new products often including links to the CB2 website. They also post about events and campaigns and contests such as AptCB2. They occasionally post about their Instagram posts (with no pictures but include a link to the Instagram post) perhaps as an attempt to attract new fans to their Instagram. 1. CB2s Twitter is aimed at the older (and busier) bargain hunters looking for new exciting deals and want to keep up to date with CB2s latest collections.1. The categories/ hashtags of their posts include: #yousnoonzeyoulose = as a caption for their promotions showing that CB2s Twitter is connecting to a more price conscious market who would feel theyre missing out by not partaking in special deals. They used hashtag #APTCB2 a lot when it was going on, and #CB2events when posting about events. Post roughly 2 times a day.Brand Ambassadors/ partnerships: When they had the APTCB2 campaign they posted about the guest pinners and linked the posts to their pages. Fan base: Target Market: bargain hunters, CB2 fans/ regular customers.Current Fan #: 13400 followers.How they increased following: through their APTCB2 campaign and events and contests.

Facebook Content: Basically the same content as their Twitter but without the links to Instagram and all posts have images.Posts once a day or once every two days seem less on top of their Facebook than their Instagram.Brand Ambassadors/ Partnerships: posted a lot about their APTCB2 guest pinners interviews with them/ articles about it and them etc I believe this largely increased following.Fan base: Target Market: CB2 fans, bargain hunters.Current Likes #: 140,000 Roughly 10-40 likes per post.Pinterest 1. On their Pinterest they tend to pin different items from their collection for different rooms of the house. APTCB2 gained them a large Pinterest following.YoutubeThey only posted videos for APTCB2 campaign.Blog CB2 In The LoopPost daily - Categories are behind the scenes (how things are made), giving (volunteer efforts), how to (DIY Tutorials), learn, look, meet us, scoop, watch.VERDICT 1. I believe that CB2 is pretty successful on social media they consistently post and have a decent following I like how they use different social media platforms for different purposes their Instagram is used for promotional purposes and to create a relevant brand voice and following, whereas their Facebook and Twitter are used to drive sales and attract consumers to keep up with sales, promotions, and new collections. Their APTCB2 campaign was legendary as it gained major press coverage and hugely increased their following over all their social media platforms.

ANALYSIS OF ARTVAN SOCIAL MEDIA EFFORTS:Art Van seems to currently be most successful at driving sales efforts claiming most of their fans are following them for their promotions and sales.They seem to be mostly focusing on Pinterest, Facebook, and Twitter however they should perhaps make more of an effort to increase their Instagram fan base by posting more relevant images and inspirations to attract their target market ALSO integrate Instagram contests. They can also take tips from West Elm and IKEA to make use of a YouTube channel and teach their fans more about what goes into their brand.They currently have three social characters (:one on Twitter one on Pinterest and one on Facebook) perhaps they can make more partnerships/ collaborations with influencers that they will connect to their posts and who will likewise connect them back and gain Art Van more fans.

ART VAN SOCIAL MEDIA BASIC TIPS:Post on Instagram, Twitter, and Facebook twice a day even if some of them have the same content.Make sure at least one of your social media pages is expressing your brands voice/ image and at least one is driving sales but can be consistent throughout all of them if you rather!Create a YouTube channel and post at least one video every week post the video on other social media accounts.Create more collaborations take tips from West Elm with posting products alongside other influencers e.g. cookie recipe on Art Van plate to gain more fans from influencer.Create more unique social media contests.Create several relevant hashtags that you will use according to the category of your post e.g. #ArtVanSteal = for sales/ #ArtVanPick = favorite product of week/ #ArtVanART = art inspirations etc, #ArtVanDestination = for vacation spots or Art van events, #ArtVanCares = for Art Van Charity challenges/initiatives.Express and define Art Van brand voice/ image through social media perhaps this can be focused on through Instagram take tips from CB2 not only posting pictures of your collection but posting about brand inspirations and events etc to make it more exciting for your followers and to gain new followers.Make sure to always respond to comments and retweet anything that relates to your brand.

Project 4 - La Prarie Creative Mailing and Gifting

DMAs client La Prarie was coming out with two new products to add to their Cellular Ice Crystal Emulsion collection. As part of the product launch, La Praries PR headquarters asked DMA to come up with creative mailing and gifting ideas for the new products. Creative Mailing is when you present the product to editors (who will hopefully write about it) in an exciting memorable way that conveys the products message and function, this could include a teaser hinting to the product on the first day and then continuing the idea along with the product itself on the second day. See what we came up with below:I. Creative Mailing:All About The Ingredients:Deskside One: Focusing on Cellular Swiss Ice Crystal Emulsion and Cellular Swiss Ice Crystal Eye Cream's key ingredients, the products are presented on a Lucite tray accompanied by a crystal planter filled with soil which is disguised by a layer of sugar crystals. Alongside them, Purple Saxifrage and Soldanella Alpina seeds are gracefully presented in purple and silver organza bags, offering editor's the opportunity to plant their very own survivor plants within the crystal planter as a gift.OR...Deskside Two: Presenting the unique components of Cellular Swiss Ice Crystal Emulsion and Cellular Swiss Ice Crystal Eye Cream a combination of the ingredients are elegantly gifted to the editor in their alternate forms. Purple Saxifrage and Soldanella Alpina plants are arranged beautifully in a silver and purple accented vase alongside a clear and silver laced gift box inclusive of a Shea Butter candle, Shea Butter soap bar and an Algae peel off face mask (or algae treatment of some kind) highlighting all beneficial accents of the product. The products are showcased on a central Lucite platform.First Signs Of Aging/ Freeze Time:Deskside One: The editor is presented with an elegant portable mini silver freezing carrying case containing an "ice cafe"- to reflect Cellular Swiss Ice Crystal Emulsion and Eye Cream's refreshing impact and origin from the icy Alps. Inside the compact freezer rests an ice platter with either a berry or coconut sorbet decorated with an assortment of berries rich in anti oxidants and survivalist plants highlighting the age defiant results of Cellular Swiss Ice Crystal Emulsion and Eye Cream's ability to combat the first signs of aging and resilience against extreme environmental stresses. ORDeskside Two: The Cellular Swiss Ice Crystal full collection is presented on a Lucite tray, accompanied by a block of ice. The two new products are chiseled out by an expert ice sculptor dressed in a silver and purple accented tuxe. The sculptor then hands the editor a gift card to a private ice sculpting class, or offers the editor a class on the spot. (For smaller budgets - a ready made ice sculpture will be delivered with the full Cellular Swiss Ice Crystal collection perched inside and accessible to the editor- or a gift certificate inside the ice block while the products rest on the Lucite tray.)Light-weight, comfortable, perfectly balanced emulsion:Deskside One: The Cellular Swiss Ice Crystal collection is delivered on a perfectly balanced scale (or the Lucite box accompanied by a beautiful desk sized scale), with the Cellular Swiss Ice Crystal Emulsion and Eye Cream on one side and the rest of the collection on the other. Next to the Emulsion and Eye Cream sits a gift card for an Acrobatic Partner Balancing Class, enabling the editor to learn how to balance from the experts- while also highlighting the light as a feather formula used in the products.

II. General Gifting:- Luxury crystal clutch filled with a gift certificate to a crystal etching/ carving class.- Crystal paperweight, crystal pen, (crystal memory stick) and/or a la prairie notepad delivered in a clear gift box.- A white and silver luxury vintage camera is gifted in a purple and silver accented gift box to capture timeless beauty beginning now.- A silver silk drawstring bag encases a pair of sleek white ice skates along with a certificate for a private ice skating class - reflecting Cellular Swiss Ice Crystal Emulsion & Eye Cream's origin from ice and extreme environments.- Luxury cold protection gear to highlight the Swiss Ice Crystal Complex which fortifies the skin's resilience to cope with extreme environmental stressers. Each gift/ gift set is presented in a silver and white gift box with purple accents: - Fur wrap.- Fur lined puffer jacket.- Suede gloves and fur earmuffs- Fur lined rain boots and luxury cashmere silver socks

III. Higher Price Point/VIP Gifts:- Swiss chalet rental and ski passes for two for a weekend - reflecting Cellular Swiss Ice Crystal Emulsion and Cellular Swiss Ice Crystal Eye Cream 's source in the Alps.- Feel lightweight, comfortable and perfectly balanced in life: A lightweight, clear gift box contains a a gift card for a Chakra balancing meditation class.- Luxury ski gear package- Designer silver ski's/ snowboard, ski boots, helmet, gloves, goggles, and ski wear, hinting to Cellular Swiss Ice Crystal Emulsion and Cellular Swiss Ice Crystal Eye Cream's Alps source and protection against extreme environmental stresses.- Alps Exploration Kit - Silver binoculars, stainless steel thermos flask, silver cooler, top quality hiking boots, and a crystal vintage compass necklace all in a white and silver enhanced trunk - Ready for the daily extremes of life!- Expert lead historical walking tour followed by a ride in a vintage luxury car to an old cheese and wine tasting session - to "push back the forces of age and time."

IV. VIP - VIP Gifting:- Flights, accommodation and tickets to two Skiing/ Snowboarding games in the Pyeongchang 2018 Winter Olympic Games.- Gift card for a meal for two at a Michelin star restaurant on top of a mountain, followed by an expert lead climbing tour of the mountain - Reflecting Swiss Ice Crystal Complex's source in the Alps. Or two can be done as two separate ideas.

Conclusion:I think this paper pretty much gives you a glimpse at what my summer internship experience was like. I will not lie and say it was all fun and exciting, there were some mundane tasks like picking up tea for the CEO, packaging a hundred pairs of sunglasses to send off to celebrities, and proofing a website for two weeks straight (I honestly dont know when Ill ever be able to look at that website again). But to be honest, I now learnt what a real job in the advertising industry is like, there are some really creative projects which are very enjoyable and fun to work on, and theres also lots of boring tasks as well as stressful deadlines. My boss Zoe was kind enough to offer to be my reference in any future job applications or grad school etc and said she would be happy to help me out finding a job in the future. I couldnt have asked for more!