Published on 2 April 2014
A team of six Creative Advertising students from the University of the Sunshine Coast recently visited Singapore as part of the Australian Government’s Asiabound Study Tour program.
The students spent eight days prior to the start of this semester visiting some of Singapore’s leading advertising agencies and meeting advertising professionals.
USC’s Head of School of Communication and Associate Professor in Advertising Dr Rod McCulloch said the group spoke to representatives from local and multinational agencies, as well as from the Asian Association of Advertising Agencies and the Advertising Standards Authority of Singapore.
Dr McCulloch said Singapore was selected for this trip because of its multicultural society and its positive approach to the creation of consumer communication.
“The aim was to get exposure to the industry on a global level,” Dr McCulloch said. “Particularly in Singapore, students have the opportunity to look at the differences and nuances of creating advertising communication in a multicultural marketplace.
“A lot of business in Australia is related to our activities in South-East Asia, and Singapore is the gateway to that.”
Creative Advertising student Bridget McCulloch said the trip enabled the group of students to see behind the scenes of the global advertising market.
“We visited some of the biggest ad agencies in the world and received professional insight into international agencies that work with some of the biggest brands in the world,” she said.
Bridget said the trip also provided a range of practical networking opportunities and a chance to reflect on learning experiences.
“A lot of the things we learnt in Singapore we are now applying to our studies and will use throughout the rest of our careers,” she said. “The trip will open up a lot of opportunities for us.”
– Terry Walsh