A presentation given by Matt Sadler of Karmarama (President's Prize winner on the 2007-8 IPA Excellence Diploma) to the class of 2009-10 with some personal advice on how to approach writing their final assignments.

1. IPA Excellence Diploma Some personal advice on final assignments from someone whose been there

3. Where you are now

4. You’re on the home straight

5. A unique chance to take the spotlight awaits

6. This is a sprint finish

7. Getting good grades

8. Remember where the marks come from ORIGINALITY CLARITY REFERENCES APPLICATION

10. It’s less about what you’ve read than what you haven’t read An opportunity to suggest something new An invitation to disagree Tell the judges something they don’t already know

12. The course reading should be your springboard to uncharted waters

13. Don’t worry if you don’t know exactly where you’re heading when you set off

14. Do pick a topic you’ll enjoy discovering

15. Make sure it’s big enough for 7,000 words

16. Application Ensure your originality stays grounded One big case study or lots of little ones – it’s up to you Ask yourself: What’s the point?

17. Look far & wide Original references are the best references Find the experts

18. Content is half the battle, structure the other Remember you’re telling a story A journey of 7,000 words needs signposts

19. Imagine how you’d feel if you had to read twenty 7,000 word essays

20. Then make it entertaining Make it clear

21. Re-edit Re-edit Re-edit Re-edit Re-edit Re-edit Re-edit Re-edit Re-edit Re-edit Re-edit

22. A few practical pointers

23. Book yourself some thinking space

24. Get help

25. Find a bastard

26. You get out what you put in

27. Any s

28. Matt Sadler Download my (President’s Prize winning:) paper at www.infomagination.co.uk