Alison McDonnell represents MEC at the annual EACA Summer training in Berlin

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Alison McDonnell represents MEC at the annual EACA Summer training in Berlin
14/07/2016

Below, Alison speaks about her experience. 

On the 3rd of July, I flew out to Berlin having been selected to represent MEC Ireland at the weeklong European Association of Communication Agencies Summer School. I was one of forty people from across Europe chosen to partake in the advanced course. Before leaving for Berlin, I looked into what the week would entail - it was obvious that it would be intense, with 6 hours of lectures a day. We would be covering a variety of topics from behavioural economics to breaking the rules of creativity with trainers who have won the Cannes Lion Grand Prix, and are best in class at what they do. However, the part of the week that I was most looking forward to was the pitch. We were divided into 8 groups, all of which would be pitching for the Deutsche Telekom pan European business. We were briefed on the first day by DDB, Deutsche Telekom’s agency, and it was game on from there. Everyone’s competitive streak came out. On the course, but in my group in particular, we had people from a variety of different countries (Italy,
Switzerland, Germany, Belgium, UK and Ireland) and various different backgrounds from TV production, event planning, training consultancy and media planning. It was sometimes difficult for us to land on the same page, as we all had different ways of working and processes that we were used to, but it was eye opening. By the end of the week we had all broadened our minds and had a deeper understanding for how we all worked as individuals. This helped us come together as a team and take advantage of and utilise our different strengths. There were many late nights in the Design Akadamie, followed by even later dinners. I have to admit, I was somewhat nervous heading off to Berlin on my ‘own’, but the moment I walked in on the first day, I was put at ease. Not only were we all in the same boat, it was obvious that we all were there for the same reasons – we love what we do, we are eager to learn and let’s be honest, who wouldn’t love a week in Berlin? It was such a fantastic week and I would love to do it all over again!

Alison McDonnell represents MEC at the annual EACA Summer training in Berlin