Charlie Robertson of Red Spider. Photo: Jack Liu

I knew something special was happening in the School of Journalism and Communication when I caught two of my advertising professors acting like students.

I didn’t think anything of it at first, but it was hard to ignore the blatant buzz of excitement pouring out of every office in Allen Hall. It was almost as if students and professors reversed roles for a week. Ad professors walked around whispering to one another with excitement while students, including myself, wondered what the big hoopla was all about. It didn’t take long for me to realize what my professors were talking about when an unfamiliar man with a ponytail and a thick Scottish accent walked in to my research class one Monday morning.

I didn’t know a lot about Charlie Robertson before he came to UO, but I did know that he was a well-respected account planner from the U.K. He wasn’t the intimidating man I sometimes imagine advertising executives to be. Robertson had a welcoming presence and an infinite number of ideas and strategies that excited me and reconfirmed the reason why I am studying advertising. I was lucky enough to have Robertson teach several of my classes the week he was in town. He taught us strategizing techniques that his consultancy Red Spider uses when working with advertising agencies. I am certain that each student in the room felt like he or she was being let in on a huge secret of success that elevated our motivation and desire to produce meaningful work.

Robertson made us step outside our comfort zones by questioning ways we research consumer lifestyle. Examining consumer interests and values through techniques such as writing a consumer pen portrait and creating a map of a consumer’s daily life showed all of us how important it is to not only become familiar with a consumer but to understand what motivates people to connect with advertising. Projects were fastpaced and gave students an idea of what real agency life is like. The most memorable moment of Robertson’s visit had to be when he separated us into teams and presented us with a Russian beer account. He gave each team $20 and told us to immerse ourselves in a beer drinking environment so we could further understand what the consumer experiences when using the product. That’s what I call innovative teaching!

By the end of Charlie Robertson’s visit, I could sense that many students who were in contact with him felt a sense of accomplishment from understanding the concepts he taught us from the Red Spider toolbox. As for myself, I walked away from Robertson’s visit with a great feeling of confidence. I no longer question whether or not I am capable of producing meaningful and successful work. Charlie Robertson’s visit made me aware of the intense training and extraordinary opportunities I am receiving from the School of Journalism and Communication at the University of Oregon.