Zeba MaqsoodCIIT/SP21-BMC-028/LHRMr. Yahya AhmadLHR TP 99712026-01-222024https://repository.cuilahore.edu.pk/handle/123456789/735This report gives an overview of my six-week internship at Marshmallow Advertising Agency in Lahore, a full-service agency that works with international clients. My time at Marshmallow was a valuable learning experience. In this report, I will share what I learned and experienced during these six weeks. The report includes a detailed overview of Marshmallow, the company’s structure, the internship schedule, acknowledgements, and the training I received. I spend the first week observing and understanding all that goes on department. After observation, I closely worked with social media executive Mr. Muzzamil who helped me to understand the basics on how to create a content calendar for any organization or product launch. After this, I made a content calendar of Iffat Anwar Medical Complex. After that I learn how to pitch a client. In this I learnt different tactics like how to present, conduct SWOT Analysis and how to analyse your competitors which help you in pitching your client. In addition, the report contains reflective journals, a SWOT analysis, and an overview of Marshmallow’s in-house production process. The reflective journal includes my daily tasks and routine. I also discussed the company’s core values, goals, vision, competitors, and introduced the production department. During my internship, I gained a solid understanding of the production process and was able to apply the knowledge I had gained from my studies to real-world media industry situations. To enhance the report, I have included samples of my work at the end and added recommendations to help avoid challenges in the futureenDepartment of Media and Communication StudiesSP21Media and Communication StudiesAssistant Producer at Paigham TVorganization of elements involved in the production stagescript analyzing and readingMr. Yahya Ahmad URIThesis