Author: Tyler Outhouse |Major: Advertising and Public Relations | Semester: Fall 2024

In front of the London College of Communication during the first week of class

After studying in Rome in the summer of 2023, I knew that I wanted to go abroad again for a full semester. So, for the Fall 2024 semester, I spent three months studying in London, England. I was most interested in studying abroad in London because of the fact that it’s a global hub for media and the creative industries, but I was also interested in the opportunity to live in a major modern city that is much different than the area I have grown up in.

During my semester abroad, I studied advertising at the University of the Arts London. I took three classes while there. In the first class, Consumer Intelligence and Brand Engagement, I learned about consumer insights and the ways that research can be used to inform an advertising campaign and had the opportunity to work with two of my classmates to develop a rebranding and advertising campaign for an independent coffee shop in London. In my second class, Global Media Businesses, Practices, and Cultures, I learned about the global media landscape and how information flows between people around the world. I had the opportunity to analyze media content in a global context and complete a case study on the global marketing campaign for Stranger Things 4. In my third, and perhaps favorite, class, Professional Industry Practice, I got to work with a classmate to build a portfolio of creative advertisements. We created a new type of ad each week, including political ads, tactical ads, and “don’t do it” ads. This was by far the most fulfilling class for me as it allowed me to exercise my creativity and work on my ad-creation skills, which desperately needed improving. I was also able to leave London with a strong portfolio of work that can supplement future job applications.

The biggest shock that I experienced academically was the fact that my classes involved only one or two semester-long projects on which my grades were based, which is very different from classes at the U of A that generally have three or four exams and weekly assignments and readings. This structure was not my favorite, but I did appreciate how it gave me the opportunity to focus all of my attention on these projects. Another difference between UAL and the U of A was the fact that I had the same people in all of my classes. I really enjoyed this aspect of my academic experience because it allowed me to really connect with my peers. The short-term nature of study abroad programs and the experience of being a “new kid” can make it difficult to build new relationships, but the fact that I got to spend every day with the same group of students made it much easier to develop new friendships and build a network of like-minded peers that will be beneficial in my future job search.

Because I spent several months in London, I was really able to immerse myself in the city’s culture. One of my favorite parts of London was the pub culture in which friends gather to chat over food and drinks after a long day. My particular favorite was going to the local pub with friends on Sundays for a traditional British roast dinner. I also loved going to theatre productions on the West End. I saw several shows, including Wicked, Hadestown, and Les Misérables, and loved being able to sit down with my friends on the Tube after a show and gush about our favorite songs and actors. Because soccer – or football, as the Brits say – is such a popular sport in the UK and because I grew up playing it, I made it a priority to go to a match. I ended up going to three soccer matches, one of which was the United States women’s national team versus the England women’s national team. Although I spent the night cheering on the Americans, it was cool to see how enthusiastic the British fans are about their teams.

While abroad, I also had the opportunity to take several weekend trips across the UK and Europe. Within the UK, I visited Oxford, Cambridge, and Bath, along with cities in Wales and Scotland. I particularly enjoyed visiting the Welsh countryside, where I went on a guided canoeing trip and toured a few of the old castles that Wales is famous for. Outside of the UK, I had the opportunity to visit both Paris and Amsterdam. While in Paris, I took a trip to the Louvre, saw the Eiffel Tower, and indulged in French cuisine. My time in Amsterdam was mostly spent wandering around the canals, but I also had the opportunity to tour the Anne Frank House, which was intense but incredibly eye-opening.

While studying abroad, I was constantly reminded of how important it is to be comfortable with being uncomfortable. When you force yourself out of your comfort zone, you’re able to take full advantage of the opportunities around you, many of which are available in a city as bustling as London. I intend to take this mindset with me through the rest of my time at the U of A and beyond, especially as I take my first steps into the professional world and begin to find myself in new, potentially uncomfortable situations.