Internship Report

Spellbound Leo Burnett

Course: BUS498.79 | Fall 2020

Submitted To
Ms. Tanjina Shahjahan
Lecturer
Department of Accounting & Finance
North South University

Submitted By
Abdullah Al Ahad
ID: 161 1573 030

Letter of Transmittal

12 January 2021
Ms. Tanjina Shahjahan
Lecturer
Department of Accounting & Finance
North South University

Subject: Submission of Internship Report on Spellbound Leo Burnett.

Dear Madam,

It is an honor to inform you that I have completed my three months internship in the Brand

Communications team of Spellbound Leo Burnett. I conveyed my best to prepare this report

on the internship according to your guidance and given instructions. It has been a wonderful

journey with Spellbound Leo Burnett where I got to face the real-world challenges and learn

from the experts of the Marketing & Advertising industry about the processes and functions.

This report is a brief description of my journey with Spellbound Leo Burnett and the

knowledge I have acquired throughout the journey. I hope that this report meets the

expectations of you and explains my experience and learning of this internship. I cordially

thank you for giving me the opportunity to submit this report. I would be available to make

any clarification if needed.

Sincerely,

_____________________
Abdullah Al Ahad
ID: 161 1573 030
Course: BUS498.79
North South University
Acknowledgment

This internship report is an accumulation of many people’s endeavors. In the beginning, I

would like to convey my sincere appreciation to the almighty Allah for giving me the
strength & the ability to finish the task within the planned time. Then I would like to express

my sincere gratitude to all those who have contributed to the adequate preparation of this

report. A significant contribution was received from the officers in the Brand

Communications team of Spellbound Leo Burnett. I would like to thank my line manager Mr.

M Kawsar Ahmed, Executive Sr. Manager in Business Development, my supervisor Shah

Hasibur Rahman, Account Director and Shamim Reja, Sr. Executive, Brand Communications

who has been always so supportive and helpful over my whole internship period. To prepare

this internship report considerable thinking & information input from various sources were

involved. I would also like to express my sincere gratitude to my internship supervisor Ms.

Tanjina Shahjahan, Lecturer of North South University, Bangladesh. I am deeply indebted to

her wholehearted supervision during my internship period. His valuable suggestion &

guideline helped me a lot to prepare the report in an organized manner. I would also like to

thank Spellbound Leo Burnett's authority for allowing me to do my internship under them.

Spellbound Leo Burnett's experience & expertise helped me understand various elements

relevant to my study.

Executive Summary
My Internship report is about Brand Communications team of Spellbound Leo Burnett.

Where I have worked for three months. In this report, I have described the company profile,

my internship experience, job responsibilities, and functions of the departments, difficulties

that I have faced, my interactions with coworkers and supervisors, expectations vs.

experience, influence on my career plan. I also gave some recommendations about how to

resolve those problems and their implications. In this internship period I research on many

sector and company, also give campaign idea which can be apply and get better result for the

company. The differences between the theories I have learned in my courses and what I

experienced are described in this report. During my internship, I faced many challenges, also

identified some areas which need improvement. I addressed that in my report as well.

Practical work and assignments have helped me to apply the theories in the corporate culture

which I learned in the courses of my BBA program. I felt there were many functions and

tasks which I could have done more efficiently and effectively. So, I have also mentioned

what I would do differently if I had to redo this internship. The report is a result of my three

months long internship program, and it is made for the accomplishment of the internship

program as required by the School of Business & Economics (SBE) of North South

University.
Table of Contents

Company Profile ................................................................................................................................... 1

Corporate Division/Department............................................................................................................ 2

Management Team................................................................................................................................ 2

Organogram of the Company................................................................................................................ 3

Assignments & Contribution ................................................................................................................ 4

Learning Outcomes............................................................................................................................... 6

Interaction between Coworkers and Supervisors.................................................................................. 7

Difficulties Encountered ....................................................................................................................... 8

Expectations versus Experience............................................................................................................ 9

Influence in My Career Plan ............................................................................................................... 10

Redoing the Internship........................................................................................................................ 10

Conclusion .......................................................................................................................................... 11

Recommendation ................................................................................................................................ 11

Reference ............................................................................................................................................ 12

Appendix............................................................................................................................................. 13
Company Profile

Spellbound Leo Burnett

#EngagingEvolution

Revolution in ideas is what always exists in our minds from the journey we began in 2007.

We said that we are young but experienced as the three persons who started the journey had

an average age of 23. At the same time, we knew that as we grow old, we would brand us as

experienced but young. Our practice of energy to chase the odds to bring positive changes

enriched us with this confidence. Spellbound was born with the belief that life of a brand is

mighty when the brand acts for life. A visionary man started a remarkable journey in 1935 in

the land of opportunities of that time by his own name, Leo Burnett and became one of the

100 most influential persons of the world in 20th century through creating impact with ideas

and the concept of Humankind. Today this ever green vision which leads over 69 countries

with 9000+ people worldwide is the energy to bring positive changes with ideas. It is time for

160 million people of Bangladesh to rise high as well as for Spellbound to collaborate

globally to engage evolution in advertising industry to transform these human behaviors with

the power of creativity to build a positive Bangladesh and to brand Bangladesh globally.

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Corporate Division/Department

Spellbound Leo Burnett has restructured its management system. In the new management

system, seven departments have been created. Earlier, they had six different departments with

a long level hierarchy. The new corporate management system departments are Accounts &

Finance, Brand Communications, Creative, Planning & Strategy, Web Platform & IT, HR &

Admin, Event & Activation.

Management Team
Chief Executive Officer Mohammad Sadequl Arefeen

Chief Financial Officer Mohammad Kaium

Accounts Director Shah Hasibur Rahman

Associate Creative Director Md. Shaiful Azam

Head of Operations Mehadi Hasan

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Organogram of the Company

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Assignments & Contribution

I have completed various tasks during my internship, which mainly was focused on Research
& development. Under the supervision of the seniors of my team, Mr. Shah Hasibur Rahman,
Mr. M Kawsar, Mr. Shamim Reja, Ms. Rashedul Raju, and Mr. Mizanur Rahman. I have
participated in different projects as well as the day-to-day activities of the Brand
Communications team. Below is a brief description of my assignments and contribution to
the team:

Digital presentation for Social Islami Bank Limited (SIBL):

Where I research on SIBL, what is their current situation on digital platform, then find out
who their competitor, what’s competitors position in digital platform, what is SIBL problems
for digital platforms, what can we do for them. Make all done and work with creative team
for visuals items, where I also learned how we show our plan to our clients.

City Alo TVC:

TVC recce. Its means before make a TVC, need to know how it will be shoot, where with
whom will shoot, what is the purpose of the shoot, actually how it will happen that is call
recce. In this project I was first to last. Where I learned how to make a TVC (AD) for a
company or client. It was City Bank TVC. This time I work with creative & production team.
Here I help make scrip for TVC, go in shooting and try to be a part of execution.

Rupayon Grope:

In this project I work in different criteria’s like research on their current situation in market
and industry, People prospection about them. Their new project, analysis new target market,
campaign idea, budget for that. I plan ATL, BTL, TTL plan. Online- Offline planning, make
creative work with creative team. Then working on Budget. Where I am doing grant chart, its
show when, where, how many time promotions will be done, for that how much money will
cost and by spending that money what they will get. Those grant chart on Digital marketing,
TVC, Newspaper, Road side branding, Radio and complain. After finishing all those specific
budget, all together will make total budget.

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Field Research at Moheskhali:

This is an amazing work experience for me. Because this work in field and tour both for me,
where I spend a week in Moheshkhali and collect data about these people life style, income
source, working sector.

Zee Network:
Zee network lunching their channel in Bangladesh. With Brand communications team we
research about them and after that give lunching idea and campaign for them.

Survey On 200 People

My assignment was call two hundred people for survey. For survey I prepared a sample
questioner, also all team member submits one sample questioner. I was very happy when I
heard my questioner selected for the survey. After make questioner, my task was call two
hundred people and collect the data. Where I talk to different kind of people. It was different
kind of experience for me. This work can be relating with telemarketing and marketing
research.

Kumudini Welfare Trust

Then come kumudini welfare trust. We want to propose some idea. My supervisor told me
give some campaign idea.so, I came up with the idea of launching an e-book about the life
story of Ranada Prasad where the youths of Bangladesh can be inspired by reading Prasad’s
struggle. I suggested user generated content campaign in Instagram. The campaign will
encourage the students to submit photographs to Instagram of their outdoor lives at the
Ranada Prasad’s university and tag them with #iLearnHereAtRanadaPrasad or similar
hashtag where Ranada Prasad has to be there. The best shots will be chosen for Instagram,
creating a cheerful, student-influenced social media campaign, powered by user-generated
content, a useful tool for college ad campaigns.

Fire Accident Risk Factor

My task was research on fire risk factor in Bangladesh. It means how much risk in fire
accident, how much safety or protection we have. Those related news, report, article have on
internet. I found lots of secondary data in internet, which show our first aid facility not much
good. For this research I spend almost three days.

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Learning Outcomes

This internship journey has been an invaluable experience. Not only did I have the

opportunity to learn about the job itself, but I also had the opportunity to gain information

about issues outside the jobs that I feel will go a long way. Firstly, this internship opportunity

provides me the practical experience about how the corporate world looks like. Here, I finally

got the chance of using the theoretical knowledge that we have acquired all these years and

put it into practical use by daily organizational activities and solving everyday corporate

challenges and problem-solving. I was given many tasks at the same time and the deadline

which has made me understand the importance of working under pressure to meet the

deadlines. Working in the Commercial Department, I got to know about various important

insights of the Marketing industry. Before starting the internship, I did not have much

knowledge about how a Marketing Agency work for different clients or products. I got a

proper understanding by working here. Also, my efficiency in Excel has been improved

immensely. Apart from Excel, I also had to work with PowerPoint, Word which polished my

computer skills. I also got to know how the teams work and collaborate in order to achieve a

goal. Good teamwork and communication are an essential part of any business to flourish. I

also learned how to adapt to continuously changing situations and understood the importance

of keeping good relationships among employees. Furthermore, I learned, knowing the

corporate culture, how to communicate with your seniors, how to greet them and

understanding when to talk with them. Overall, this internship experience trained me to face

the upcoming stages of the corporate world.

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Interaction between Coworkers and Supervisors

Spellbound Leo Burnett is a friendly place that any would love to work. The best part of the
internship probably was the experience that I collected from my colleagues. I was the most
junior among the members of my team but I never felt like an outsider employee from other
employees during my internship period. Every employee is friendly and welcoming, where I
never felt left alone. The most interesting information was that there is always people share
ideas and discuss about their work. I found this to be unique and appreciable because it is an
indication of free mind work place. As Spellbound Leo Burnett follows a formal structure,
employee call each other with ‘Bhaiya or Apu’ tag to make more meaningful relationships.
My supervisor, coworkers, the whole Brand Communications team were very supportive,
helpful and friendly. They were very polite and cordial that made me much comfortable to
work with them from the beginning. Their inspiring attitude always gave me more confidence
to complete my work properly. They guided me about the department and always answered
all my queries with patience. In the internship period, most of the times I worked with two
supervisors. My supervisors used to describe the whole working process very precisely
before assigning me any work. Since I was new to the department, they helped me a lot to
clear all of my doubts. I also worked with other members of my team and they were very
friendly and helpful. Whenever I faced any problems or need suggestions, I asked my team
members or other employees and they always helped me having a smile on their faces. The
people at Spellbound Leo Burnett are so friendly that even the chief officers of the company
exchange greetings with the interns and see them as colleagues. Apart from that, many fun
activities are arranged for building better relationships among employees such as team lunch,
picnic, playing badminton & table tennis etc. The use of text messages, WhatsApp messages
and phone calls were the means of internal communication. Although for the employees of
the organization there is a platform like social media called ‘Workplace’ which is used as a
mode of communication between them. Besides, my intern colleagues from other
departments were also very cooperative and friendly during my internship period.

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Difficulties Encountered

It was a wonderful opportunity to work in such a nice environment as an intern at

Spellbound Leo Burnett. I had an excellent opportunity to work so closely with them and

gather practical experience about corporate life and how it works. Apart from doing my job

responsibilities, I observed and faced some practices and problems here.

 I was an intern in the Brand Communications team; the members of my team had to

participate in group meetings, field visits, product testing. As a result, it was quite

difficult to gain perspective or feedback on my work often.

 The laptops that I worked with was an old model, the software was not updated. I had

to work with very a slow working laptop. While working in Excel and PowerPoint,

every time it used to take much time to take a command, which affected my work

performance.

 There are certain tools that are required to get our work done on a daily basis. Most of

them are not user- friendly and in some cases are awfully slow.

 Due to confidentiality, there were information that they didn’t want to share outside of

the office. For that reason, I was not allowed to sit in the team meetings and

prohibited from working in certain projects. Even interns did not have access to

particular websites using their Wi-Fi, so for my work purpose, I need to use data from

my mobile phone to gather that information from that particular website. Also, to

make my work easier, I wanted to install certain software but the admin did not permit

it.

 In some cases, there was a lack of communication among departments which creates

misunderstandings and dilemmas among many functions.

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Expectations versus Experience

The expectation was actually different from the experience that I had. Before joining

Spellbound Leo Burnett, my expectation was very low. I have heard from many that

unimportant assignments are granted to interns that do not add any value. Therefore, I

expected at least to know and become part of a corporate culture that would benefit me in the

future. I have really had a mixed experience at Spellbound Leo Burnett. This internship

experience gave me the chance to learn what a corporate life actually feels like, which was

quite different from what I imagined it to be. I learned some of the office works, developed

strong networks, was acquainted with the practices of the business. It has strengthened my

understanding of work. I met some great people who made me feel like being part of

Spellbound Leo Burnett. All the chief level officers, including the CEO, CFO, HR were very

friendly. Even we got to learn many things from them. Whenever they see anyone, they

would always greet us with a smile and talk with us. Through the Internship Program I had

the chance to make friends with interns from other department and they were so supportive

and open-minded that is really tough to have these types of people in this corporate world.

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Influence in My Career Plan

I had a minimal understanding before doing the internship about how an organization works

and how each department collaborates with each other to get a project done. After starting my

internship at Spellbound Leo Burnett, I got a glimpse of the corporate world for the first time

and accumulating knowledge for approaching the job sector. As a marketing major student, I

always wanted to work in the marketing sector. By working in the Brand Communications

department, I got the chance to get to know how to identify target customers and how to

Branding. I also got insights into working for other departments as well by communicating

with other interns. All these experiences helped me to learn about all the aspects of an

organization. Using these experiences, I wish to start my own company.

However, I do not see myself as an employee, working for a corporation in the future. I used

to give 10 am to 7 pm for Spellbound Leo Burnett for 5 days per week. My reasoning is, if I

put this amount of time, effort and discipline in building my brand, in the long term it will be

able to add value to our society and create employment. This internship made me think about

my career and I feel strongly about building a company of my own.

Redoing the Internship

If I ever get the chance to redo the internship, then I will obviously take the opportunity to

work in the HR department. In general, the HR department works on managing the

employees. I believe working with them closely will help me to get valuable insight into

managing people.

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Conclusion
Spellbound Leo Burnett Internship was a great and enriching experience for me and it
presented me with the real corporate world scenario. I tried to relate my academic knowledge
as much as I could with Spellbound Leo Burnett. By doing so, it enhanced my
communication skills, made interpersonal development, and advanced my analytical and
technical skills, which will come handy in the future to play a major role in my corporate
career. My whole working experience was amazing. Overall, this was one of the best
experiences of my student life.

Recommendation
I highlighted some shortcomings of Spellbound Leo Burnett in a segment of my report. I
would also like to provide some recommendations about the internship program that I have
dealt with. I hope these recommendations will help the company as well as future interns.

 Spellbound Leo Burnett should arrange more external and internal training programs
for its employees, mainly for the newcomers, which will motivate the employees to
work more and increase productivity.
 Spellbound Leo Burnett should focus on using the latest tangible assets. It will
increase employee productivity.
 Although many employees do not want to share information due to confidentiality,
they need to be more welcoming about this problem. They should at least give an
overview of the roles and responsibilities as a whole.
 Before taking action, a department should consult with the respective department so
that there will not happen any miscommunication.

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Reference

Burnett, S. L. (n.d.). about us. Retrieved from spellbound-leoburnett.com: https://www.spellbound-

leoburnett.com/about-us/

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Appendix
Internship Journals
(Week-1)

I joined in a Marketing Agency called Spellbound Leo Burnett, Its Affiliate with
Global marketing agency Leo Burnett in 2018. I am working with Brand Communication
Team. Currently their clients are Dhaka Bank, Metrocem, Pan Pacific Sonargaon Dhaka
Hotel, Social Islami Bank Limited, Excelerate Energy so on. I am helping them to make
presentation, research, idea generate etc work which is reflate Mkt465 (Brand Management)
Course. Also Mkt337 (Integrated Marketing Communications) course fully related with this
company all activates. How to take brief, how to plan, how to execute it, how to work with
team, I am learning each and every point every day.

In my very first week my first work was make a digital presentation for Social Islami
Bank Limited (SIBL). Where I research on SIBL, what is their current situation on digital
platform, then find out who their competitor, what’s competitors position in digital platform,
what is SIBL problems for digital platforms, What can we do for them. Make all done and
work with creative team for visuals items, where I also learned how we show our plan to our
clients. Basically. All work related with Mkt465 course, But INB372 and MKT412 linked
with my works.

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(Week-2)

In my second week of internship, I start my work with a TVC recce. Its means before make a
TVC, need to know how it will be shoot, where with whom will shoot, what is the purpose of
the shoot, actually how it will happen that is call recce. In this project I was first to last.
Where I learned how to make a TVC (AD) for a company or client. It was City Bank TVC.
This time I work with creative & production team. Here I help make scrip for TVC, go in
shooting and try to be a part of execution.

After that I work on Rupayon Grope. Here my work was, research previous work like their
Online promotion, Branding, printing promotion etc. Its related with my Mkt470 course. I
find out how many project they did, how they promotion those project in print, online and
broadcast media.

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(Week-3)

Third week of my internship, continuously I working on Rupayon Group project. After my

research on their branding, me went with my team for meeting. We give presentation about
our agency, how we work, what we did before. After that they give a brief about their new
project, what they will do, what they want from us. That was amazing day for me. Cause this
meeting was with Rupayon Group’s MD and directors. Once again this work relates with my
MKT465 which is Brand Management and Marketing research MKT470. From this work I
learn how to give presentation about company and how to take proper brief before work
for client.

After Three week of working in this company, I realize agency life is full of dedication,
here time have no boundary, no one can say when work will come. Always prepare for
work and stick together with team. I saw some colleague work at night and start next day

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work from office. But people in this agency so friendly and helpful. I always try to learn
something from them. The environment is so good for work.

(Week-4)

In my Fourth week of internship, continue working on Rupayan project. This week I did 360-
degree marketing planning for them. Where I plan ATL, BTL, TTL plan. Online- Offline
planning, make creative work with creative team. Then working on Budget. Where I am
doing grant chart, its show when, where, how many time promotions will be done, for that
how much money will cost and by spending that money what they will get. Those grant chart
on Digital marketing, TVC, Newspaper, Road side branding, Radio and complain. After
finishing all those specific budget, all together will make total budget.

This week most work was financial. It was very exciting and interesting work for me.
Working on this project I am learning 360-degree marketing. In my MKT460 course I

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learned how to branding for a company, but here I learning how to execute those plan, how to
submit those plan in a proper manner.

(Week-5)

Internship Week number five, Rupayan project Budget, presentation and all creative work
submitted this week. My work was those thing manage, follow up the work and report my
boss. After that my new assignment was call two hundred people for survey. For survey I
prepared a sample questioner, also all team member submits one sample questioner. I was
very happy when I heard my questioner selected for the survey. After make questioner, my
task was call two hundred people and collect the data. Where I talk to different kind of
people. It was different kind of experience for me. This work can be relate with telemarketing
and marketing research.

From this company I learning how marketing agency work. If I give my point of view, it’s
like a company who work for other company, brand. Give them new ideas by that they can
get better position in market, also increase their sale. So far I believe without team work this
type of work can’t be possible. Here every day do barnstorming before start work. Then give
report whole day work feedback.

(Week-6)

Sixth week of my Internship spend on survey. For a government project me with my team
went to Moheskhali. We did experience survey which was sudden and real data collection. In
this survey our plan was talk to Moheskhali people directly about their life style, what kind of
problem they facing after corona pandemic, what they did in corona, how they survived. We
find out their people income class, working category, life style, education level, people major
want etc. Also we talk with there local NGOs, Hospital and education instructions. In our five
days tour in Moheskhali, we get all kind of data from Moheshkali people, by that we can
know all about Moheshkhali and there people.

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This was my first field work experience and as my office colleagues point of view I did good
coordination. By this work experience now I know how to work in field sector with rural
people. Once again this work relates with MKT470 course which is marketing research.

(Week-7)

In the seventh week, the first task that I was assigned with was listing the current shows of
Zee Bangla. I attended a meeting where we were briefed about Zee Bangla. We were asked to
analyze few of the questions regarding the launch of Zee Bangla in Bangladesh. The most
important question was whether there are any religious or social embargo which affects
consumer behavior towards watching Zee Bangla’s shows. I was asked to make a
questionnaire and submit in our Whatsapp group.

Then come kumudini welfare trust. We want to propose some idea. My supervisor told me
give some campaign idea.so, I came up with the idea of launching an e-book about the life
story of Ranada Prasad where the youths of Bangladesh can be inspired by reading Prasad’s
struggle.

A commercial video where it is nicely integrated with bipolar disorder and the drugs a current
pharmaceuticals company is offering. Kumudini pharmaceuticals have similar drugs and can
come up with similar video commercials. In this manner, patients suffering from bipolar
disorder and depression can visualize that it is normal to go through depression in some part
of their life.

I suggested user generated content campaign in Instagram. The campaign will encourage the
students to submit photographs to Instagram of their outdoor lives at the Ranada Prasad’s
university and tag them with #iLearnHereAtRanadaPrasad or similar hashtag where Ranada
Prasad has to be there. The best shots will be chosen for Instagram, creating a cheerful,
student-influenced social media campaign, powered by user-generated content, a useful tool
for college ad campaigns.

Similar display banners is likely going to increase the sale of Kumudini crafts and engage
potential customers to buy from the online platform of Kumudini Handicrafts. The lucrative
offer of winning an iPhone is likely to grab major attention on the internet.

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I redesigned a subsection of their website where potential customers have to sign up using
their email address and personal information to get a promotional offer. In this way,
Kumudini will be branding their coming jewelry collection.

I suggested a women empowerment campaign will motivate the current female nurses,
doctors, students and the stakeholders of Kumudini. On top of that, a positive brand image is
going to grow for Kumudini Welfare Trust.

(Week-8)

In my eight week of internship, My task was research on fire risk factor in Bangladesh. It
means how much risk in fire accident, how much safety or protection we have. Those related
news, report, article have on internet. I found lots of secondary data in internet, which show
our first aid facility not much good. For this research I spend almost three days. After that, I
worked with HR and help to short list to new recruitment for Senior visualizer. In this work I
learn how to recruit a person from a company, how they choose people for their position.
This week was really busy and rush time for this company. There is so many deadline and
work for clients.

(Week-9)

Internship week number nine, this week task is too hard and patience. Because the whole
week I find out 500 International and 500 national different category top ranked companies
MD, CEO contact details. My filters points are Company name, Headquarter, MD, CEO
Name, Contact details. Categories are Automobiles, Bank, NGO, Marketing agency,
Construction, Textile industry, Pharmaceutical, Media (TV, Radio, Newspaper), Food &
Beverage, IT farm, E-Commerce, Mobile & TV brand, Motor Bike. This is one of the hardest
work for me in the internship period. But I learned and know about so many industry current
ranking globally and nationally.

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(Week-10)

This is our last internship week, so Spellbound organize a inter Table tennis and Hand
football tournament. Where all intern student participant with his favorite person in this
company. This tournament was too fun and enjoyable for us. Because a company organize a
tournament just for internship student. This is so rare and emotional for us. Everyone was so
friendly and helpful in this company. We work together and spend almost half of a day. So,
this is the end of my internship in this company.

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