Jay-Z - Greed, Glory or Superstar Status?

I have to go against all these words.

Since beginning my project here at Ogilvy, I have conducted some in depth research on rap/hip hop phenomenon Sean Carter better known as Jay Z. My naive initial approach was that Jay Z was a money grabbing, exploitative celebrity, but how my opinion changed.

He is an entrepreneur that makes the most of his ventures. He is not only a musician, but a producer, designer and investor.

Businesses:

- Owns part stake in NBA team New Jersey Jets.
- Co-owns widely recognised club 40/40, which has since expanded to various locations in America.
- Has his own clothing label Rocawear which turns over $700 million dollars annually.
- Assigned to Rocafella Records.
- Produces for the likes of Kanye West, who has taken the world by storm.

You may think this is all greed. Trying to get as much money as possible. But isn't this what everyone does in life? Although Jay Z is different from many others. He may have a multi million clothing company and sold 50 million albums, but he still finds time to donate money and time to people less fortunate.

- Prior to the devastation of Hurricane Katrina, Jay Z donated $1 million to the American Red Cross to deal with the aftermath of the tragedy.
- Set up the "Sean Carter Scholarship Foundation" which gives opportunities to those individuals who are looking to further their education.
- Also set up the "I will not lose" campaign: "Celebrates those who overcome adversity daily to continue to thrive and make the world a better place. These individuals have omitted the word can't from their vocabularies and have gone on to achieve in various ways. The campaign is the brainchild of one of those very people; Shawn Carter."
- Met with UN Secretary General Kofi Annan to help raise awareness and combat global water shortage. Jay Z took this to a global scale, making a documentary for MTV, "Water for life."

I think many people are to quick to conform to the stereotype that celebrities manipulate and don't do anything to improve the wider world outside show business. However, this is evidence to prove that Jay Z doesn't fit this particular stereotype, and is consistently working to make peoples' lives more fulfilling.

This is a quote that I find particularly relevant to Jay Z's career. He's been doubted, disrespected, but fought against this to achieve not only success, but a different form of celebrity.

Challenge me, doubt me, disrespect me, tell me I'm older tell me I’m slower tell me I can no longer fly, I want you to - Michael Jordan

Nearly Half Way Through

It's the end of my fourth week at Ogilvy and it's been a adventure since day one. After the busy, diary filled first two weeks, things have died down. I have not had much work to get on with and it's horrible not having the adrenalin of being under pressure.

However, I have experienced talks on Consulting, Digital Media, Interaction, Systems and Domain to name a few. These presentations have really helped broaden my knowledge and take a different perspective when looking at scenarios in the workplace.

Although I have not been tremendously busy, I have ensured that I have occupied myself in the meantime. Work on a team project for the end of the placement is well underway despite a few initial hiccups! Furthermore, I have been able to socialise with a number of people with varying experience, offering me useful advice on future careers.

I now know for a fact that I want to be involved in sport representation. Working day-to-day on brands isn't what really gives me the drive. Working on something I'm passionate about, will not only be seen through my work, but my enthusiasm to get up the career ladder.

With this in mind, I have contacted the four major players in the agent world. However, only one response. Despite this it was a positive one. I must not only say that I have a passion for sport, but how I will translate it into the world of sports marketing and pr. With this in mind, it's made me really think about writing CV's to "get ahead of the game".

What's instore for the next 5 weeks is not known, but I'm hoping for the opportunity to work in the PR department and develop my skills built up in my first year of University.

Equality or Stupidity?

South Africa have been a dominant force in Rugby Union over the last 15 years, but recent events have soured not only my opinion on South African Rugby, but I fear that future success will be limited.

Following the World Cup success in France against England, Coach Jake White was replaced by Peter De Villiers. Plans were implemented prior to the World Cup to have "Black Quota" which would come in to force following White's departure. This quota states that the South African starting line-up must consist of 25% black players. This angered me. I understand that there is a lack of black players participating in Rugby Union, but that is not down to racism, but ability.

In the recent Tri Nations match against New Zealand (to which they lost 19-8) South Africa included 7 black players: Bryan Habana, Conrad Jantjes, Odwa Ndungane, Ricky Januarie, Gurthro Steenkamp, Brian Mujati and Bolla Conradie. This meant that full back Percy Montgomery who has amassed nearly 900 points for South Africa was left rotting away on the bench. Not only this, but Francois Steyn a scorer of 52 points in 18 tests took his place on the substitutes bench. For someone who is regarded so high in World Rugby (kicked winning penalty in World Cup Final) to be left out of the starting line-up is bewildering.

Although I believe that the opportunities available to blacks in Rugby Union, I do not believe in the South Africa's stance on this quota. Whether it is political pressure or so called racial discrimination, players should be picked on merit not colour. If a black player is better than a white player, then I see no reason why they should not be in the starting team. But a quota that stipulates such a high percentage, is likely to worsen the South African game and their high standing in the sport.

Imagine if this happened in football. "Christiano Ronaldo, Wayne Rooney and Nemanja Vidic have been dropped due to the black quota that has been put in place." This would cause outroar within the public. Taking your best players out and replacing them with players of lower quality. It would be pure idiocy!

It is a situation that South Africa must sort out in order to continue their tradition of fluid, exciting and successful rugby. If this measure stays in place, I can only see South Africa "passing like a ship in the night."

* South Africa Rugby have also stated that "each of the four South African Super 12 squads must contain at least eight black players this season." *

Revolutionised

I am now over a week and a half into my summer placement scheme, and it has proved useful in helping me build a list of possible career paths. Initially, I thought I'd be going into Public Relations but I was thrown into the deep end and placed with Ogilvy Advertising. Having such a strong tradition and reputation in the advertising world, it was a daunting process.

Being relatively unfamiliar with advertising in general, I was coming into the business a mere mortal. With the strong legacy David Ogilvy left behind, I knew I would be in safe hands. I was placed under the watchful hands of two account executives on the current Hellmans and Comfort advertising campaigns. It begun with a lot of extensive research on data all over the Internet. However, as the week went on, I was entrusted with more responsibility and I have thrived upon it.

Not only have I become more knowledgeable about the Ogilvy philosophy and advertising process, I have become brain dead with computer functions.

Time sheets, despatches and expenses have become a vital part of the working process. However, possessing a limited amount of brain space, it has been quite difficult to take in the information and act upon it. But I'm working on it!

Next week begins with a Helmanns trip away beginning at 5am! I have not yet accustomed myself to the 8am mornings, so I think Red Bull or an all nighter might come in handy! (Ignore the latter!)

It has been a valuable experience, and although I don't see advertising as a long term thing for me, I will make the most of it, as I believe attitudes can change.

Additionally, the 10 weeks is broken into 2 x 5 week segments, so I will get an opportunity to channel my work in a different department on a separate campaign.

Upon signing off, I have to display what a vibrant and interesting working environment Ogilvy is set in. A young enthusiastic workforce, and poignant messages all across the workplace highlighting the prestige of working for such a reputable company.

The quotes surrounding the Ogilvy office:

"Champions aren't made in gyms. Champions are made from something they have deep inside them -- a desire, a dream, a vision." - Muhammad Ali

"If it doesn't sell, it isn't creative." - David Ogilvy

"We sell or else" - David Ogilvy

"Unless your campaign contains a big idea, it will pass like a ship in the night." - David Ogilvy

Summer Placement

After going through the rigours of the interview process for the summer placement with Ogilivy, I was met with great news that I had secured a place on the 10 week scheme. It was a bit of a shock really. Knowing that over 100 people had applied for a scheme that only takes 7 people, I was astounded!

It is now the day before I embark on a new journey and the nerves are showing. Questions / voices spinning around in my head, but all I know is that it will be an invaluable experience that I will never forget.

Packing seems to be more of a problem though. Trying to sort out what I will need for the next few months is a daunting process. However, making a list will hopefully sort out my lack of organisation at the moment.

From big city Bristol to London, it's a change you can't really compare with any other. Gone is the relative peace and quiet, and welcome the total utter mayhem of living and commuting in the capital. But at what cost? Having such a dire financial position, I am not only hoping this opportunity will help ease my financial worries, but it will provide a learning curve for my next few years at University. Furthermore, with working for such a well renowned company, I am optimistic that it will put me in a good position for my year in industry in year 3.

I will update my journey on a regular basis to show my progression as a pr practitioner, but also as a human being!

Fox hunting - Should it be banned?

Fox hunting is a widely talked about issue prompting both positive (tradition) and negative (animal cruelty) viewpoints. The ethics have been in question for many years until the activity was banned in February 2005. I will use this space to demonstrate my attitudes and beliefs of whether this ban was the correct action.

Fox hunting has been a dominant part of society for hundreds of years. Usually participated by the wealthier citizens of society, it was seen as a release from work whilst also being an active form of employment. Many people disagree whether the sport is 'humane' or 'cruel'.

• Hounds predominantly catch the weaker foxes, leaving the stronger wants to breed and face the winter. Many people believe that if the foxes aren't strong enough to get away, then they are not fit enough to survive.
• Hunters and supporters of fox hunting believe that the deaths of foxes are quick and see it as humane as opposed to protestors who see it as being cruel.
• It is a form of tradition and plays a vital role in rural areas as well as in society as a whole
• More recently, it has given opportunities to people from different backgrounds and social status.
• Creates job opportunities and assists in preserving wildlife.
• "Foxes and vermin and their numbers need to be controlled". - BBC
• The 'hunt' is performed under strict rules which must be conformed to, minimising damage to the environment.

However, on the opposing side, fox hunting has been seen as irresponsible, cruel and ethically wrong.

• "Fox hunters chase foxes for pleasure and not because they want to help farmers. Foxes could be controlled by shooting instead". - CBBC
• It may be considered as a way of life, but people make money robbing people in the street? Does this make it right?
• Approximately 20,000 foxes and 10,000 dogs are killed taking part in fox hunting every year.
• Animal rights activists believe it is immoral to chase and kill animals for the sake of sport - BBC
• Deaths are considered much longer for the foxes - anything between a matter of seconds and a couple of hours.
• 82% claimed that the hunt's main role was as 'a recreational and social force embodying a traditional rural pastime' - This poses the question of why they have to kill? - Enviroweb

There are many arguments for and against the sport as you can see. On the plus side it acts as a social event and a form of pest control. However, the drawbacks include the undoubtedly cruel way of killing and the vast number of casualties (both foxes and dogs) as a result.

I don't believe in either banning it or ignoring the fact it promotes violence. However, I believe there are solutions.

• Government should offer hunters an opportunity to hunt on an irregular basis by organising an event.


• Strict perameters should be put in place - fenced off area to minimise damage.


• Hunters' should conform to government guidelines of what they can and can't do. Failure to do so resulting in severe penalties.

I don't believe a complete ban is neccessary. If we were to ban all cruel / violent sports think what would be left?

• Boxing - promotes violence.


• Rugby - aspects of violence - stamping, gouging, punching.


• Martial arts - self explanatory


• Extreme fighting - "............"


• Wrestling - "............"

The list goes on..... And what would the reaction be? Complete uproar!

I feel if the government could negotiate and offer some sort of alternative, it would benefit both parties. The likelihood of this happening is severly unlikely

Gazza

To see such a quick demise, it saddens me. From the sensational goal against Scotland in Euro 96 to being sectioned under the mental health act it's been some journey.

Controversy has surrounded Paul Gascoigne throughout his career, whether it was through late night antics, suspected wife beating and alcoholism, but no-one could doubt his ability as a professional footballer.

His demise has coincided with his retirement from playing. What was his livelihood, his enjoyment has caused his plight from superstar status.

He has received tremendous support from fellow ex professionals and Frank Bruno, and lets hope it gets him back on track, “I feel very, very sorry for Paul. He’ll be very frightened. It’s a horrible place to be. “I just hope and pray that he manages to pull through and gets better very soon.” - Frank Bruno.

I sincerely hope that he finds a route back into football to rescue him from the slide. I'm praying he doesn't head down the George Best route. Lets hope he has the strength and determination to see him through this battle.

Group Work

This has been a major talking point throughout this year. Despite gaining good results, group work infuriates me. The fact that one person does the majority of the work and gets the same grade as a person who does relatively nothing is a little bewildering. The marking scheme needs to be addressed and adjusted to achieve equality!

However, ironically the process has worked the other way. After calling several meetings with a group, certain individuals take it on themselves to do work without discussing the elements with the group. Everyone needs their portfolio filling, but do you really need to resort to selfish means to do this? It's a group effort. As the saying goes, "There is no I in team." And before you clever ones say, but there's a ME that's rubbish!

On the plus side, group interaction has helped develop relationships within the group and improve the way I look at things. With so many angles to take on a number of issues, it is important to take on the views of fellow group members. This aspect of discussion has improved my critical thinking significantly.

"Glory built on selfish principles, is shame and guilt."

Placements

Since Christmas I have been frantically trying to find placements. I have found many companies slightly disrespectful in terms of contact. Despite numerous emails and phone calls, I was met with no response or "I'll take your number and get back to you tommorow". But as you may have worked out, this doesn't happen. Has common courteousy flown out of the window? Or are first year students just too much of a burden to respond? The question I ask myself is, "Did they just fall on success, or did they require nuturing and guidance?"

It's like a driving test. You can't pass without an instructor, so they were guided through the correct processes in order to pass. How do people like myself develop skills and knowledge without the opportunity to illustrate your enthusiasm or motivation to learn?

Luckily I had a fortunate break, and secured a 4-day placement with global firm Ogilvy. Working for such a renowned company, will hopefully give me an insight into the way professionals work, hopefully picking up new skills along the way. Not only do I hope it will benefit my portfolio work, but also act as a learning curve.

"Good manners cost nothing."

The lead up to Christmas

Since September, I have been working tirelessly to learn new skills and put them into practise, whether in exams or placement opportunities.

Writing for PR

I particularly enjoyed this module as I have previously found writing as a weakness. It has taught me a number of key things.

• To be more consise.
• Avoid jargon and big 'fancy' words (it's not big and it's not clever!)
• Helped me with grammatical errors e.g. knowing when government should be in capital letters, and when it should be used in lower case.
• Gain a better structure to my work, cutting out any unneccessary waffle!

PR Theory

This has been by far the most challenging module so far. Despite its variety and interesting nature, I have found it particularly difficult to implement theories into my work. Furthermore, being such a big module, I found it difficult to balance this module with the modules working alongside. Thankfully I had a saving grace when it came to exam time. A combination of group and individual revision enabled me to soar through the exam.

"Fail to prepare, prepare to fail."