Student: Ashley Mercer
I had an amazing experience attending SXSW in Austin for the first time. I had no idea what to expect.
From the moment we arrived, we got right to it. I listened to founders and industry leaders share their experiences working with global brands. They had different perspectives, and I took in a lot of useful insights. As someone with a creative background, it was interesting to see how strategy and creativity can work together to shape a brand’s vision.
One of the highlights was hearing from DIBS Beauty co-founders Jeff Lee and Courtney Shields. They provided great insight into the early stages of their brand and its future.
I also stopped by The Female Quotient lounge on International Women’s Day and attended an insightful talk about The Disruptor’s Advantage: AI and Brand Growth. The panel featured leaders such as Alyssa Altman (EVP, Industry Lead, Publicis Sapient), Mindy Barry (Global VP of Marketing, SHEBA Brand, Mars Pet Nutrition), Logan Duran (VP, ESG, Tapestry), Chelsea Hirschhorn (CEO & Founder, Frida), and Caroline Dettman (Chief Creative & Marketing Officer, The Female Quotient). Another standout session was Demystifying Rural Life: A Crash Course on Marketing to
the Heartland, led by Camila Caldas and Charlie McKittrick of Mother. They discussed how the Heartland often feels disrespected and misunderstood by marketers. As someone from Oklahoma, I resonated with this deeply. They emphasized the importance of exploring different communities and understanding the values that matter most in the Midwest and South—family, respect, loyalty, and love.
I also had the opportunity to attend a mentor session with Anca Platon Trifan. One of my biggest takeaways was her perspective on embracing the moments, skills, and lessons that shape your unique journey—what she described as everyone having their own “flower bouquet.” She spoke about finding your voice, whether through podcasting or other creative outlets, and the challenge of knowing whether your audience is truly listening.
The brand activations were another highlight. Some of the most creative activations came from Aveeno, Amazon Prime, DIBS, Meta, Kendra Scott, and Blackmagic Design.
Lastly, one of the most exciting moments was getting to see The Last of Us stars and creators, including Pedro Pascal and Bella Ramsey. They premiered an exclusive full trailer for the new season.
Overall, I had an incredible time and am so grateful to SMU’s Temerlin Advertising Institute for providing students with such an amazing opportunity.
