Four Weeks at 3x1: New experiences, new perspectives

Coming from a graphic design background and having recently graduated in Creative Advertising, I started my internship at 3x1 with a decent understanding of the creative process, but much less experience in communications and PR. I was curious to learn what happened outside the visuals: how a brief is made, how campaigns come together and how teams communicate with their audiences. Over four weeks, I got to experience all of this and so much more.

One of the things I loved most was how different every week could be. Working across a range of projects, clients and sectors meant I was constantly learning something new, and rather than only seeing campaigns from behind a screen, I was able to get involved on site and see things happening in real time.

On just my second day, I was on site helping with Nairn’s 130th anniversary celebrations. It was an exciting introduction that gave me an early glimpse into what a career in communications could look like, and it set the tone for the rest of my internship.

Another highlight was the Wee Read campaign for the Scottish Library and Information Council. Visiting the Scottish Parliament and seeing the campaign in action, bringing people together around a shared message, was particularly memorable. It showed me how campaigns can create engagement in ways that go beyond a social media post.

Behind the scenes, I learnt a lot about the tools and processes that support communications work. During my media monitoring period, I was introduced to PressReader, and my mornings quickly changed. I wasn’t someone who regularly worked through newspapers, but I soon found myself reading the news, looking for relevant coverage and understanding how monitoring helps teams stay informed.

Learning about the AMEC Evaluation Framework particularly stood out. Understanding the importance of evaluating communications properly, rather than simply counting coverage, gave me a new perspective on how success can be measured. It’s something I’d like to incorporate into my future work, as I think understanding the impact of creative ideas is just as important as developing them.

One of the most valuable parts of my internship was having one-to-one sessions with people across 3x1. Everyone had their own speciality, and learning directly from them gave me a better understanding of the different roles in communications and how each contributes to the bigger picture.

I approached these four weeks wanting to be a sponge: to absorb as much as possible, ask questions, listen and understand how people worked. Some of the most valuable lessons came from simply having conversations, shadowing and being introduced to areas I had never considered before.

I still have my graphic design background and the creative perspective that comes with it, but I now have a much broader understanding of communications, PR, media monitoring, digital analytics and campaign evaluation, and how they all connect to help me become a more rounded creative.

I’m incredibly grateful to everyone at 3x1 who took the time to share their knowledge and make these four weeks so memorable. If there’s one thing I’ll take with me, it’s the importance of staying curious. There’s always something new to learn, a different perspective to listen to or an opportunity to step outside your comfort zone. I loved being a sponge at 3x1, and it’s an experience I’ll carry with me throughout my career.

- Ava Saberi