SMU Advertising

The week of October 24, 2022, over 150 CMOs and business leaders joined together in Orlando, Florida, as a force for growth and good. This is the first time the entire council has met in person in three years.

Dr. Carrie La Ferle of the Temerlin Advertising Institute (sitting first row 2nd from right) and an expert in Culture & Ethics was in attendance helping to shape initiatives for the year ahead.

Below are the actions agreed to be taken in 2023 by the ANA’s Global CMO Growth Council.

SUSTAINABILITY: When we focus on driving growth in ways that are good for the environment, consumers will reward us, which will drive the economy.

TALENT: Our goal is to affect 50,000 marketers and 50,000 students in 2023.

Diversity, Equity, Inclusion, and Belonging (DEIB): Multicultural market growth represents the single most significant opportunity for business growth today.

Humanized Brand Growth: A shift from referencing B2C or B2B with a preference for B4H (Brands for Humans). Growth comes from brands acting in a human-centric way – creating real value to address human needs in innovative ways for the people they serve.

These initiatives will help the industry work together to change habits and systems that limit market growth, including those damaging our planet. As many on the council believe, advertisers and marketers have the power to reach a lot of people, but with power comes responsibility. As La Ferle sums it up “we have a responsibility to use our tools over the people we serve and the environment we live in for growth and good, resulting in a win for all.”

By: Sarah Jane Eckelkamp

Professor Dr. Joe Phua appointed as Endowed Distinguished Chair and Director of the nationally ranked Temerlin Advertising Institute at Southern Methodist University in Dallas, Texas.

Please join the Temerlin Advertising Institute in welcoming Dr. Joe Phua to the Meadows School of the Arts leadership team. 

Dr. Joe Phua’s past experiences include work in the advertising industry and academia. Before earning his Ph.D. from the University of Southern California (2011), where years earlier he earned his undergraduate degree in Cinema-Television, he worked for several major media companies, including MTV Networks, Viacom, IPG, and Paramount Pictures. He said this experience in Hollywood and Los Angeles gave him a “strong understanding of the international media industries and the role of marketing communications within the global economy and in major multinational corporations.”

After earning his Ph.D., Dr. Phua entered the world of academia. He spent over a decade at the University of Georgia Grady College of Journalism and Mass Communication, where he taught classes in digital advertising, strategic planning, social media branding, and others. He simultaneously conducted research focused on using digital media technologies for effective persuasive interventions in health contexts, such as obesity, healthy eating, vaccines, and e-cigarettes, with major externally-funded grants in these areas.

Dr. Phua said he plans to use his past experiences to “help TAI continue to build its stellar reputation as a major center in the United States and internationally for advertising education and research.” As well as to “give SMU advertising students a strong and well-rounded education, so they have the necessary tools and knowledge to become future leaders in advertising.”

He believes that “in order to create great advertising, we need to first experience and know the world around us.” One of the tools the new Director plans to utilize for TAI is Dallas’ status as a major media and arts hub. The strong and emerging tech and innovation scenes increase the attractiveness of the metroplex in which SMU is located, and Dr. Phua “sees many opportunities for TAI moving forward in terms of jobs and internships for advertising students, corporate partnerships for undergrad and graduate programs, and harnessing the location to play a leadership role in nurturing and educating the next generation of advertising and marketing professionals, leaders and innovators.”

His ultimate goals include “making the Temerlin Advertising Institute an International hub for world-class advertising education and research” and he desires to “shape the next generation of leaders in the field” through “training and educating the best students who will go on to change the world through their work.” All while “nurturing research that can exert a positive impact in the world,” as Dr. Phua’s priorities for research include “more varied research opportunities for students and faculty, such as in the areas of data science and artificial intelligence.”

Temerlin’s motto “Better Advertising. Better World” embodies, for Dr. Phua, how “advertisements tell stories and reflect the world around us.” He believes “ads are pieces of art that educate and inform us, while also serving as “mirrors” reflecting who we are as a culture, a country, a world. Advertisements have the ability to persuade and change how people perceive brands, products, and companies. Additionally, advertisements can shape how people think about important social, political, and environmental issues.” Dr. Phua believes “that we can create a better world with better advertising. We can use advertising to create awareness for, advocate, shape ideas, tell stories, and seed conversations around issues of concern in our world, thereby helping to change the world, a little at a time.” SMU’s motto “World changers shaped here” is also meaningful to TAI’s new Chair as he believes “that is exactly what we do at Temerlin. We educate advertising students who will go on to create better advertising and thus change the world. Our responsibility as educators at Temerlin is, therefore, to shape future leaders in advertising who are creative, curious, tenacious, and passionate about the world around them, and who will go on to become world changers.” says Dr. Phua.

We are thrilled to have Dr. Joe Phua joining the Meadows leadership team as Professor and Endowed Distinguished Director and Chair. Please give him a warm Mustang welcome!

A Word From the Director and Chair…

“I would like to tell current, future, and past students to always remember to think big and dream big. Believe in yourself. You have the power and ability to change the world.” -Dr. Joe Phua

Another record-breaking year for SMU Advertising!

Written By: Sarah Jane Eckelkamp

We are only halfway through 2022, and TAI students have already doubled the accomplishments of the previous year. Throughout the semester, Temerlin Advertising Institute students enter their campaigns into various local and national competitions. TAI is celebrating several students who have been recognized by prestigious advertising competitions like Graphis, the American Advertising Federation Student Competition, the National Student Advertising Competition, Young Ones, and more. Even though the past two years were characterized by irregularity due to COVID, this awards season was inspiring and unprecedented. Creative Program Director and Senior Lecturer Mark Allen believes that this year’s success was “built on a long tradition of artistic and strategic excellence within Temerlin’s creative program, resulting in the most successful year we’ve ever had when it comes to student competitions.”

The Student One Show:

Young Ones, aka the Student One Show, is organized by The One Club for Creativity and is the world’s premier creative competition for advertising students. 

Last month, our Young Ones winners took home 24 Shortlists, 3 Merit Awards, and 4 ADC Cubes (2 Gold, 1 Silver, 1 Bronze), earning SMU Temerlin Advertising Institute a Top 5 ranking in the United States and Top 10 in the world.

TAI students represented and were recognized across over a dozen categories, including art direction, copywriting, integrated campaigns, animation, sound design, narrative, film craft, and advertising/design for good. Our creatives cleaned up! Despite only competing in the ADC category, which recognizes campaigns created as coursework during the school year, SMU still obtained extraordinary rankings—which speaks highly of the level and quality of work produced by students through their mentorship from professors in the classroom. Because this category does not assign a particular client or brief, students are able to showcase the exemplary work they produce in the ordinary course of each semester within the Temerlin Advertising Institute. Professor Allen noted that “while it’s fun to win trophies as a reward for all our hard work, awards are really more about verifying (externally) what we already know about our program (internally) through an independent, internationally-renowned group of creative professionals—namely, that TAI  is one of the best advertising programs in the country.” The Student One Show truly recognizes the dedication of our students and faculty to positively shaping the future of the advertising industry. 

Congratulations to those identified below and all who mentored them along the way! And thank you to The One Club for Creativity for supporting students worldwide. 

2022 YOUNG ONES // WINNERS + SHORTLIST

See the winning work here. 

CUBE / LEGO: When did you stop building? > Film Craft: Animation / Elizabeth Skrmetta and Ethan Rios

CUBE / LEGO: When did you stop building? > Film Craft: Narrative / Elizabeth Skrmetta and Ethan Rios 

CUBE / LEGO: When did you stop building? > Television / Film / Online Video / Elizabeth Skrmetta and Ethan Rios 

CUBE / LEGO: When did you stop building? > Advertising: Craft in Video – Visual / Elizabeth Skrmetta and Ethan Rios 

MERIT / Half Price Books > Integrated Campaign / Sarah Scambray, Palmer Beldy and Sam Zimmerman 

MERIT / Band-Aid > Advertising: Television / Film / Online Video / Tessa Conti and Avery Levoyer 

MERIT / Band-Aid > Advertising: Direct / Tessa Conti and Avery Levoyer

SHORTLIST / Inkbox Temporary Tattoos > Magazine Advertising / Anika Crouser and Sophie Heidenreich

SHORTLIST / Rent the Runway: In Every Season > Out of Home / Sophie Heidenreich

SHORTLIST / The One Club: Pay Your Interns >Design for Good: Advertising / Grace Peek and Palmer Beldy

SHORTLIST / The One Club: Pay Your Interns > TV / Film / Online Video / Grace Peek and Palmer Beldy

SHORTLIST / Ring Video Doorbell > Integrated Campaign / Ra Kazadi

SHORTLIST / Temerlin Advertising Institute > Out-Of-Home / Posters / Tessa Conti

SHORTLIST / Lodge Cast-Iron Skillets > Integrated Campaign / Caroline Soja and Ceci Luther

SHORTLIST / Gabb Wireless Phones for Kids > Copywriting / Helen Cheever

SHORTLIST / Dad Grass: Low Dose Hemp Joints > Integrated Campaign / Sarah Scambray and Sam Zimmerman

SHORTLIST / Waffle House > Out-of-Home Poster / Megan Ferm and Brooke Betik

SHORTLIST / Story Corps / NPR Podcast > Out-Of-Home / Brittany Cooksey and Grace Peek 

SHORTLIST / Band-Aid > Motion / Film Craft: Short Video / Tessa Conti and Avery Levoyer

SHORTLIST / Band-Aid > Advertising: Craft in Video / Audio: Sound / Tessa Conti and Avery Levoyer 

SHORTLIST / Dungeons & Dragons > Out of Home Poster / Siena Marek and Olivia Porsch

SHORTLIST / US Postal Service > Out of Home Print / Ethan Rios and Palmer Beldy

SHORTLIST / US Postal Service > Copywriting / Ethan Rios and Palmer Beldy

SHORTLIST / Netflix > Design for Good: Advertising / Mariana Midolo

Graphis New Talent Annual: 

It doesn’t stop there…The Graphis New Talent Annual is a competition that showcases some of the most talented industry newcomers. Since 1944, Graphis has awarded some of the most influential work in the communication arts and, through the New Talent Annual, recognizes “rising stars.” The recognized students come from around the world, and the awarded work is published in a printed hardback volume each spring. 

One of TAI’s rising stars was Sarah Scambray (’22), now Junior Art Director at Slingshot agency, who had five campaigns recognized in the Graphis competition. Scambray said, “It was a huge honor to have work selected from such a wide pool of talented people – especially considering the fact that the judging for these competitions can feel so subjective, and each project is so unique.” Students Ethan Rios, Grace Peek, Palmer Beldy, Sam Zimmerman, Meriel Upton, Helen Cheever, and Elizabeth Skrmetta also placed in several divisions or with more than one campaign. They were alongside Scambray, who said, “Sometimes pieces that win gold in one competition won’t even place in another, so it was encouraging to see work do well across the board.”

SMU Advertising won in multiple categories across both Advertising and Graphic Design this year, taking home 25 awards in the 2022 Graphis New Talent Annual: 7 Golds, 10 Silvers, and 8 Honorable Mentions — the awardees are listed below. Congratulations to all the rising stars! A title which, according to Scambray, “encourages students not to become complacent, but to keep pushing to create better and better work.” Thank you, Graphis!

2022 GRAPHIS NEW TALENT ANNUAL WINNERS

See the winning work here.

GOLD (7)

Sarah Scambray / Divorced Beheaded / Publication

Sharese Rivait / Milkbone Minty Brushing Chews / Integrated 

Sarah Scambray / Rod the Father / Poster

Ethan Rios and Elizabeth Skrmetta / LEGO / Commercial

Sarah Scambray / Huggies / Logo

Grace Peek and Palmer Beldy / Pay Your Interns / Social Video

Sarah Scambray and Sam Zimmerman / Dad Grass / Integrated

SILVER (10)

Emily Elhilow / Krylon High Heat / Integrated

Grace Peek / All Terrain Poison Ivy Cream / Out-of-Home    

Ra Kazadi / Ring Video Doorbell / Integrated   

Ethan Rios / Nair for Men / Out-of-Home

Palmer Beldy, Sarah Scambray & Sam Zimmerman / Half-Priced Books Integrated

Megan Ferm and Brooke Betik / Waffle House / Integrated

Natalie Castillo / Quadpay / Integrated 

Meriel Upton / Fight the New Drug/ Integrated 

Lodge Cast-Iron Skillets / Caroline Soda & Ceci Luther / Out-of-Home

Meriel Upton and Olivia Hernandez / Girl Scouts /  Print

HONORABLE MENTION (8)

Elizabeth Skrmetta and Charlotte Jernigan / Trust & Will / Integrated

Scarborough Renaissance Festival // Elizabeth Skrmetta / Out-of-Home

Wolffe Bonewell and Maggie Daly / Apartments.com / Out-of-Home

Helen Cheever and Palmer Beldy / Genesis Women’s Shelter / Poster

The Beard / Sarah Scambray / Publication

Gabb Wireless / Helen Cheever / Integrated

Meredith Welborn and Luke Lockwood / 23andMe / Commercial Campaign

Thida Sok / Purple Mattress / Logo

American Advertising Federation Student Competition (ADDYs):

The New Talent Annual wasn’t the final stage our students shined on. After winning 30 awards, more than any school in the history of the Dallas ADDY competition in February, dozens of our student campaigns moved onto the District and National levels. SMU competes in District 10, comprised of powerhouse schools from Texas, Oklahoma, Arkansas, and Louisiana – including UT, Texas A&M, TCU, UNT, and LSU. 

Despite being significantly smaller than many competing schools, TAI brought home 21 awards from the District 10 competition: This includes the Overall Student Best of Show Award! The District level performance resulted in a dozen entries, Gold and Silver, qualifying to advance and represent SMU at the National level in Nashville.

At the beginning of June, several students journeyed to Nashville to accept 8National ADDYs – 3 Gold and 5 Silver! Setting a new Temerlin record and winning more than any other university in the country. Elizabeth Skrmetta was one of several students whose work made it to the final stage and said, “It has been beyond humbling to have had a campaign recognized by so many industry leaders across the competition circuit.” She and classmate Ethan Rios crafted a LEGO campaign that received a plethora of attention, ultimately receiving Gold at every level of the ADDYs and many other accolades. Skrmetta graduated in May and said she is “so grateful to the faculty and staff of Temerlin, and would not be the creative [she] is today without each and every one of them.” She feels the “When did you stop building?” campaign is a true culmination of all of the knowledge and skills learned from everyone in TAI, but especially Professor Mark Allen, who was a guiding light throughout the creation of this campaign.” 

Temerlin is grateful for the American Advertising Federation and its continued support for the next generation of advertising professionals. Listed below are the District and National ADDY Award Winners! Congratulations to all! 

National ADDY Winners List: 

GOLD / LEGO: Ethan Rios and Elizabeth Skrmetta

GOLD / Obsessed with the Beard Feature: Sarah Scambray

GOLD / Sooty Corps NPR Podcast: Grace Peek and Brittany Cooksey

SILVER / Lodge Cast-Iron Skillet: Caroline Soja and Ceci Luther 

SILVER / The One Club: Pay Your Interns PSA: Palmer Beldy and Grace Peek

SILVER / LEGO: When did you stop building?: Ethan Rios and Elizabeth Skrmetta 

SILVER / Angi’s List: Alexa May

AAF DISTRICT 10 WINNERS LIST: 

Watch the Best of Show Winner here.

Best of Show // LEGO: When did you stop building? / Ethan Rios & Elizabeth Skrmetta 

Student Special Judges Award // LEGO: When did you stop building? / Ethan Rios & Elizabeth Skrmetta

Gold / The One Club: Pay Your Interns PSA / Integrated Campaign / Palmer Beldy & Grace Peek

Gold / Temerlin Advertising Institute / Art Direction / Campaign Tessa Conti

Gold / LEGO: When did you stop building? / Animation or Special Effects / Ethan Rios & Elizabeth Skrmetta

Gold / Obsessed with the Beard / Publication Design / Sarah Scambray

Gold / LEGO: When did you stop building? / Art Direction / Ethan Rios & Elizabeth Skrmetta

Gold / Lodge Cast-Iron Skillets / Integrated Campaign / Caroline Soja & Ceci Luther

Silver / Your House Away From Home / Integrated Campaign / Megan Ferm & Brooke Betik

Silver / LEGO: When did you stop building? / Television Advertising / Ethan Rios & Elizabeth Skrmetta

Silver / Angi’s List / Magazine Campaign / Alexa May

Silver / Trust & Will Online Estate Planning / Copywriting / Elizabeth Skrmetta & Charlotte Jernigan

Silver / Gabb Wireless Phones for Kids / Copywriting / Helen Cheever

Silver / Story Corps / NPR Podcast / Out-of-Home Poster Campaign / Grace Peek & Brittany Cooksey

Bronze / Dad Grass: Low Dose Hemp Joints / Integrated Campaign / Sarah Scambray & Sam Zimmerman

Bronze / US Postal Service: Through it All / Magazine Campaign / Palmer Beldy & Ethan Rios

Bronze / Dallas Ballet Academy / Out-of-Home Campaign / Thida Sok & Ceci Luther

Bronze / Half Price Books / Integrated Campaign /Sarah Scambray, Sam Zimmerman, & Palmer Beldy

Bronze / QuadPay: Indulge Yourself / Art Direction / Natalie Castillo

Bronze / Apartments.com / Copywriting / Maggie Daly & Wolffe Bonewell

Bronze / Temerlin Advertising Institute / Out-of-Home Poster Campaign / Tessa Conti

National Student Advertising Competition (NSAC): 

The American Advertising Federation also supports the next generation of advertisers through the National Student Advertising Competition (NSAC.) This year, Professor Nicole Haddad mentored a team of students from across all three advertising tracks – digital media strategy, strategic brand management, and creative – Cox School of Business, and Dedman College as they created a campaign for Meta Quest by Facebook. The 2022 SMU team members were Palmer Beldy, Amber Bormann, Rachael Briner, Helen Cheever, Grant De Paoli, Kalena Dorgan, Jackson Ferris, Emme Rothberg, Brendan Shelley, Bailey Sullivan, Meriel Upton, Brooke Weber, and Sophie Yuill.

For the first time since 2019, the competition occurred in person, and the team ventured to Houston, Texas, where they presented their semester of research, insights, and ideas to a panel of judges and the brand. Professor Haddad felt that “The team conducted powerful primary research to uncover unique insights while the creative team members brought it to life through digital advertising and media activations. The special sauce that made this team work so well together was the chemistry and bond that everyone had. So much fun was had together, and those bonds ultimately fueled incredible teamwork.”

This year, SMU won the District 10 Third Place prize and the Judge’s Special Award from Meta for the “Most Uncomfortable Truths.” The Judge’s Special Award was awarded for the boldest idea rooted in an insight that made the client the “most uncomfortable.” Professor Haddad claims the special award “illustrated how successful the team was in identifying and honing in on a key insight, and marrying that insight to create bold, truth-telling content.” 

A job well done…!

The success of Temerlin’s students this year was outstanding. Professor Mark Allen believes, “If we’re fortunate enough to keep this tradition going, it makes SMU a place that new students want to study and galvanizes our alumni base—and this keeps the whole cycle going.” 

Congratulations again to all, and thank you to all who made this year possible.Especially Mark Allen – Senior Lecturer and Creative Program Director, Willie Baronet – Stan Richards Professor in Creative Advertising, Cheryl Mendenhall – Senior Lecturer and Program Director for Graphic Design Minors, Tami Fowler – Senior Program Specialist, and Gordon Law – Executive in Residence and 2021-2022 Interim Chair. What a year!

 

Written by: Stella Cofoid

Creative Program Director and Senior Lecturer Dr. Mark Allen Named to Young Ones Jury. 

The Young Ones Competition critiques and scores the essentials of Advertising: portfolios, briefs, and art direction. The partnership between One Club and Southern Methodist University dates back to 2005, around the same time as the groundbreaking of the Temerlin Advertising Institute. Dr. Mark Allen, an undergraduate and graduate-level professor, has been selected for the fourth year in a row to be on the Young Ones jury. He has served in several different capacities each time he has been chosen. This year, he is serving in the “Portfolio Competition,” which recognizes the world’s best student portfolios. The portfolios are examined and scored based on the entirety of their content, not just one singular campaign. When asked his thoughts on working alongside some of his former students as a juror, Dr. Mark Allen states that he feels “proud and humbled, as contradictory as that sounds.” Proud and humbled, complementary terms rather than contradictory, serve to prove the eloquence and pour of knowledge that professors at the Temerlin Advertising Institute instill into their students as the students become respected colleagues. Alumni that have also served in this capacity are Greg Peterson, Morgan Hoff, and Tanner Thompson, just to name a few. These students have gone on to lead impeccable careers and are widely respected in their fields. Through moving up in agencies, curating Super Bowl commercials, and more, their success signifies the due diligence of their own internal drive and the professors that showed them how to be passionate about their work. 

 The “Student One Show” is an exclusive exhibition of the top portfolio programs in the country. As Temerlin grew, so did the talent of the students, readily preparing them for a competition of this scale. In 2010, this sentiment proved true as the Temerlin Advertising Institutes students had more than twice as many pieces accepted into the show than a graduate-level program competitor. The competition shifted once it went to an invitation-only, international competition in 2015, to which our students still kept up and shattered undergraduate barriers and were awarded based on their creative and strategic excellence. 

This global creative competition is no walk on the yellow brick road. It is magnificently packed with the world’s most creative talent. Dr. Mark Allen, aware of the talent that this competition attracts, plays on this to get his students ready for the quest. Berghs School of Communication in Stockholm is a strong stand-out competitor year after year. Dr. Allen stated that to rile his students up to go up against the smart and creative work of Berghs in 2008-2010, he made the passwords on all of the creative studio computers “beat_the_swedes.” Witty and passion-driven, the 15 creative students selected each year earn their keep. There is no formulaic trick to the creativity that each cohort of students brings to the table. The reason and difference with the students of Temerlin? Dr. Allen declares it is because of the family atmosphere that the program promotes and maintains between students and faculty. It is the differentiating factor between TAI students and professors’ work and others that enter the competition. 

Please help congratulate Temerlin’s very own Dr. Mark Allen on his contribution to the Young Ones Competition throughout the years, being selected for the fourth time as a juror, and for his continued success in contributing to the passions and creativity of his students. 

Cheers, Dr. Mark Allen!