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As the applause died down and the cheers for encores abated, there was an air of finality as the inaugural DMC Boot Camp came to a close. Our Diploma in Media and Communication (DMC) Year 1 students and lecturers ended the event with mashups of popular songs in the DMC Talent Show, such as Bruno Mars’ “Just the Way You Are”, Radiohead’s “Creep” and even a rendition of Barney’s “I Love You”, proving that students and lecturers alike have the ability to study hard and play even harder.


The DMC Boot Camp was organised to introduce the students to the new Integrated Marketing Communication focus in DMC and to get them used to the idea of studying and learning in The Agency -- our innovative new learning space. At the camp, students were challenged to build an integrated marketing communication programme on the side of either conservation or redevelopment. The subject: Bukit Brown cemetery.

The challenge culminated in a 10-minute pitch. Each group had to present a compelling case to wow a panel of judges, which included Mrs Lam Yoke Peng, the Director of the School of Communication, Arts & Social Sciences (CASS), Mr Jimmy Neo, the regional creative director for OgilvyAction in Singapore and Mr Chew Lip Heng, director, Client Development at Atomz).

The panel of judges, from left to right, Mr Jimmy Neo, Mrs Lam Yoke Peng, Mr Chew

Students had the help of Ms Peilin Lee, the senior manager of the strategic solutions of Starcom MediaVest Group Singapore, one of the largest brand communication groups in the world. Ms Lee spoke on leveraging integrated marketing communication to better connect with consumers.

 Starcom is providing DMC with a mentorship programme which includes extracurricular networking opportunities and master classes. Said Ms Lee on the partnership between Starcomm and DMC:  “A partnership between a media agency and SP is quite a beautiful partnership because on one hand, I think our agency is all about grooming talents.

“We call ourselves the liquid talent agency as it is fantastic for us to have the opportunity to talk to young people and to kind of inspire them and to excite them. I think what I got from the lecture is  a youthful young energy which is something that is just very inspiring. It is like a good injection of energy back into the agency world.”

Marcom expert Ms Peilin Lee

Ultimately, the camp, a mixture of exercise, fun, team-building and communication, inspired the students. They are now eagerly looking forward to working and learning as an agency, in a real integrated marketing communication agency.

This was one of the exciting things unveiled to students at the camp. From the next academic year, our Diploma in Media and Communication students will spend their second year in The Agency. This is a place where they will be mentored by staff from StarCom MediaVest, and where they will work on real projects, learning the basics of integrating various communication platforms to meet the needs of clients in different situations.

Happy campers at DMC Boot Camp 2011