ALUMNI UPDATE: Network with an Advertising Alumnus

Careers in the advertising industry heavily rely on networking opportunities; jobs are often found through referrals, former colleagues, and various industry events and organizations. The Meadows School of the Arts recently conducted research that revealed current students want to engage with fellow alumni but don’t always know how to make the first step. With traditional agency tours, internships, and industry events on pause, the need for student networking opportunities is critical. Recently, SMU launched a new platform, The SMU Network, to bridge the gap between current students and alumni.

Nikki Koenig graduated from Meadows in 2005 with her B.A. in Advertising. She founded Cykochik, a handbag, apparel and lifestyle company, from her dorm room during her undergraduate degree at SMU. Koenig used the tools acquired through her advertising courses to build a successful brand and quit her corporate job to focus full-time on Cykochik in 2013.

While Koenig was an SMU student, she also interned at Group Baronet, now MasonBaronet, an agency owned by Willie Baronet. Baronet, now the Stan Richards Professor in Creative Advertising at the Temerlin Advertising Institute, joined SMU in 2014. Over the past sixteen years, they have remained close; now she regularly speaks to his Intro to Creativity students, and guest critiques many of his creative courses and senior portfolios.

“Koenig has inspired many of my students with her edgy and illustrative designs and her passion for brand building with environmentally sustainable materials,” Baronet explains.

Koenig now serves on the Meadows 2050 Council to engage and connect Meadows alumni with students and serves as a mentor for The SMU Network.

To learn more about The SMU Network or sign up, please visit: https://smunetwork.com/

FACULTY RESEARCH: How Luxury Brands Can Curate Luxe Experiences for Digital Media

As of late, luxury brands have shifted their focus to engage consumers with more meaningful and compelling digital content. According to Dr. Quan Xie, Assistant Professor of Advertising in the Temerlin Advertising Institute, only a small percentage of consumers can afford high-end luxury products, but it is not surprising to see those who aspire to this lifestyle also engross themselves in luxury branded content.

In recent research published in the Journal of Interactive Advertising, Dr. Xie studies luxury fashion brands’ content marketing practices on YouTube, and demonstrates that consumers’ perceived experiential value, social value, and unique value of the luxury branded content are positively related to their perceived brand exclusivity and customer intimacy, which in turn, will boost consumers’ loyalty toward the brand. In addition, consumers’ perceived functional value of the luxury brand’s YouTube channel is positively related to their perceived brand prestige and exclusivity. However, viewers’ perceived informative value was found not relate to brand prestige, exclusivity, or customer intimacy, suggesting that the informative value of luxury content may not play a role in brand building of high-end luxury fashion brands.

While a luxury brand like Bentley boasts around 7.8 million Instagram followers, Hermès has more than 10 million followers, and Dior maintains a following of 32.7 million. Having a large group of followers may generally be seen positively, but for luxury brands seeking to build long-term loyalty, marketers must boost consumers’ perceived brand exclusivity and concentrate on building an intimate customer-brand relationship.

Dr. Xie points to Chanel as the cornerstone for luxury brand-consumer engagement through an ambitious and meticulously planned content strategy. At the beginning of this year, they had around 52 million followers on Twitter and Instagram, and 1.65 million fans on YouTube, which makes Chanel the leading luxury brand across all platforms. For example, they post regularly and consistently while adopting a video-first strategy. This well-crafted content has successfully transformed general viewers into faithful audiences. That said, any time the focus is on luxury brand interactions, the experience must leave consumers with the perception of brand scarcity.

Brand scarcity refers to the rareness of the product or service (e.g., scarce materials, limited accessibility, and distribution) that enhance consumers’ desire or preferences. Since luxury experiences provide more customized services and cost more than conventional experiential purchases, luxury experiences are entitled to greater exclusivity. Luxury brands also aim to evoke exclusivity at all customer contact points.

In the end, Dr. Xie’s research suggests luxury brands should aim to create content that offers experiential value, such as backstage stories, intriguing legacy narratives, and content that is unique to luxury branding – like aesthetic close-up of craftsmanship, as well as content that promises social value to followers. These content values will contribute to followers’ perceived scarcity and intimacy of luxury brands, which, in turn, can build up to greater brand loyalty. Additionally, reliable social media channels can also contribute to increased brand exclusivity. Luxury brands should strategically humanize their owned social media channels to transform them into credible information sources among followers.

Click to learn more about Dr. Quan Xie and her research.

AWARDS: Celebrating Record-Setting Performance in the 2020 National Student Show and Conference

Temerlin Advertising Institute students recently competed in the 16th annual National Student Show and Conference (NSSC), sponsored by the Dallas Society of Visual Communications Foundation. The team of Kell Klopp and Allie Hartman won three awards: Best Overall Copywriting, Best of Advertising Category: Integrated Campaign, and Best of Advertising Category: Copywriting. Isaac Cordova won the prestigious Richard Patrick Memorial Scholarship Prize in Photography, given for the best body of photography work. The participants received their awards at the first NSSC virtual awards gala on April 25.

“This is an exceptionally competitive and prestigious show, and it’s a huge honor just to have your work accepted, let alone win,” said TAI Lecturer Mark Allen. “This year, we had more entries accepted than ever before and won more awards than ever before. We’re incredibly proud of these students!”

The NSSC began in 1957 as a one-day regional competition to give North Texas communication arts students the opportunity to showcase their work, and in the 1970s became the Dallas Society of Visual Communications Student Show. While there were many national competitions for established industry professionals, there were few competitions for up-and-coming students. In response, the DSVC Student Show transformed from a small, regional contest into a three-day national competition and conference in 2004. Now known as the NSSC, it is the largest  advertising and design competition for students in the country, offering over $20,000 in cash prizes and scholarship awards.

The three-day event typically features keynote speakers, breakout sessions and portfolio reviews followed by a dinner reception and awards gala. However, due to the coronavirus, the conference was canceled and the gala was moved online this year.

Allen participated in the DSVC Student Show when he was a student in the late ’90s.  He has taught in the Temerlin Advertising Institute since 2003, and was first brought on to help start the creative program for art directors and copywriters.

“I knew the NSSC was a great place for us to get our name out there and to get our students recognized,” said Allen. “I started encouraging students to compete back when I first came to SMU in 2003, and we’ve been participating ever since. The DSVC also holds a professional show around the same time every year; my fellow advertising colleague Professor Willie Baronet and I have both participated and have been fortunate enough to be recognized for some of the work we’ve done as art directors and designers over the years. It might be a ‘regional’ show but it’s got a national reputation.”

Allen played an influential role in the competition itself this past year.

“For years the only advertising categories that the NSSC recognized were the traditional big three: print, radio and television. So I worked with the DSVC to add several new advertising categories that reflect current industry standards: interactive, out-of-home, experiential and others,” he said.

He also influences his students to consider participating.

“I am the cheerleader who is always telling students to enter their work,” he said, noting that getting one’s work and name recognized with the best of the industry can help propel careers. “I also help them figure out strategically what the best categories are for them to enter. It’s easy if you have a commercial – you put it in the commercial category. But if you have an integrated campaign that has several different pieces, it can be tougher to decide where they should go.  Once we do, the students take it from there.

“The work primarily comes out of the Creative Specialization classes that Willie and I teach like Concepting, Portfolio and Advanced Portfolio, but more and more we’re also getting work into the show from students in our Graphic Design minor,” he said.

Allen said that while he was thrilled with his students’ performance at the competition, the feeling was bittersweet knowing he would soon say goodbye to his graduating seniors.

“I’m just really proud of our students for all kinds of reasons,” he said. “Our program is at a really sweet spot where we’ve got a lot of energy and talent; we’ve got a truly exceptional group all-around right now. You’d figure that we’d get used to this by now, but every year we miss our students when we have to send them off.”

The SMU winning entries are as follows:

Best Use of Copywriting ($500)
Grammarly—Kell Klopp ’20 and Allie Hartman ’20

Best of Category: Copywriting ($200)
Grammarly—Kell Klopp and Allie Hartman

Best of Category:  Integrated Campaign ($200)
Grammarly—Kell Klopp and Allie Hartman

Richard Patrick Memorial Scholarship ($2,500)
Smile Reversal (photography series)—Isaac Cordova ’21

Kell Klopp and Allie Hartman’s Grammarly campaign also won Best Copywriting in TAI’s Portfolio Night & Exhibition. In addition, it is featured on Ads of the World, an advertising archive and community that showcases creative advertising from around the world.

Grammerly Best Copywriting award

“We thought a lot about when it is necessary to use Grammarly and found that the truth is Grammarly is all around the easiest way to be the best you can be,” said Klopp and Hartman in a joint statement. “We wanted our ads to show how simple of an app it is while highlighting the importance of using Grammarly.

“It’s not easy being an advertising student, and to be able to have our work awarded like this means a lot to us. We work hard and try our best, and we couldn’t do such amazing work without our outstanding professors,” the duo said.

The NSSC was the first competition in which Isaac Cordova has entered his Smile Reversal series.

asian girl not smiling in black and white photo on gray background

“This photographic series explores the emotions we feel behind closed doors, going beyond the mask of ‘picture-perfectism,’” said Cordova. “On a path to become my most authentic self, this series came to life as I became more and more uncomfortable with how people wear a ‘mask’ meant to hide how they really feel inside. There is nothing more beautiful than a genuine expression.

“Winning the overall photography award at the NSSC is beyond rewarding. I’m proud to represent SMU and I take it as a sign to never stop creating!” Cordova said.

Altogether, nine SMU entries were accepted into this year’s competition. The full list of accepted work is as follows:

Integrated Campaign Category
Grammarly—Kell Klopp and Allie Hartman
Kong Chew Toys— Kell Klopp and Megan Cruikshank ’19

Out-of-home Category
Beyond Meat—Sam Smith ’21, Avery Bouch ’21 and Elijah Niemczyk ’21

Video / Commercial Category
Diptyque—Anna Rose Corell ’21 and Gaëlle Gachelin ’19
SelfControl App—Kell Klopp and Megan Cruikshank
Vinyl Me, Please—Charlie O’Brien ’20 and Will Sutter ’21

Copywriting Category 
Grammarly—Allie Hartman and Kell Klopp
Kong Chew Toys—Kell Klopp and Megan Cruikshank

Photography Category 
Smile Reversal (series)—Isaac Cordova

AWARDS: 2020 SMU Advertising Awards Luncheon Winners

The annual TAI Awards Luncheon was held in a first-ever virtual ceremony on Friday, May 1st. The event included COVID BINGO, senior superlatives, a video produced by seniors (below), and culminated with the presentation of awards.

2020 Award Recipients Include:

STUDENT AWARDS

Undergraduate Reader // ALLIE HARTMAN
Graduate Reader // PIPER HAMILL
Student Marshal // KAYLA GRIFFIS

Outstanding Achievement in Brand Management // MEGAN ROBERTSON
Outstanding Achievement in Digital Media // KAYLA GRIFFIS
Outstanding Achievement in Creative Advertising // ALLIE HARTMAN

TAI Outstanding Graduate Student // PIPER HAMILL

TAI Outstanding Graphic Designer // RANI VESTAL

Continue reading “AWARDS: 2020 SMU Advertising Awards Luncheon Winners”

INDUSTRY CONNECTIONS: Advertising Course Connects Students to Internships

Last week the Temerlin Advertising Institute hosted its annual communications career fair, organized by Temerlin’s Sandi Edgar and held in conjunction with her Business Communications class. The evening began with Ivonne Kinser from Avocados From Mexico and Francisco Cardenas from LERMA/ breaking down their Super Bowl strategy and the cross-collaboration needed to produce their award-winning work. Students then met with agencies hiring for both full-time and internship positions.

Have a position you’d like to share with our students? Learn more here.

Thank you to all who participated:

Agency Entourage

Avocados From Mexico

Inspire

Launch Agency

LERMA/

MarketScale

RocketBrand

Slant Partners

The Power Group

The Richards Group

INDUSTRY CONNECTIONS: Campaigns Class Lands Global Orthodontics Client

This fall, Professor Peter Noble’s undergraduate campaigns course partnered with the world’s largest manufacturer of professional dental products and technologies, Dentsply Sirona, for a unique B2B marketing challenge. In three teams, the students conducted three individual market analyses and audience surveys to conclude their capstone project with a fully developed marketing plan for how to increase visibility and drive attendance to the SureSmile multi-day education event. The winning team, Agency Incite, traveled to SureSmile 2020 in San Diego at the end of February to make their pitch live on stage.

“The submitted concepts provide valuable insights about our industry and user base. As creative strategies, they offer usable models, for example, to leverage user feedback or behavior or point out emerging trends and opportunities. For our company, this partnership returned significant assets in creative, research, and strategy,” said Dominique Mondou, Vice President Traditional and Digital Orthodontics.

Click here to learn more about campaign clients or contact Sandi Edgar for more information.

AWARDS: Creative Students to Showcase Winning Work at the 2020 DSVC National Student Show and Conference

Congratulations to the following Temerlin Students who’ve won 2020 DSCV National Student Show awards! This program is a professionally judged creative competition and conference built for students and their educators. Stay tuned to see the award-winning work!

Avery Bouch

Isaac Cordova

Anna Rose Corell

Megan Cruikshank

Gaëlle Gachelin

Allie Hartman

Kell Klopp

Elijah Niemczyk

Charlie O’Brien

Sam Smith

Will Sutter

 

AWARDS: Creative Students Win 9 AAF Dallas American Advertising Awards

The AAF American Advertising Awards is one of the industry’s largest creative competitions, attracting nearly 35,000 professional and student entries each year through local club competitions. Temerlin creative students won NINE American Advertising Awards (ADDYs) at the 2020 AAF Dallas awards show last week. “Our students represented us well in front of the Dallas advertising community tonight and with so many gold, silver and Best of Show winners advancing on, we’ll keep representing SMU at the regional and national levels” explains Professor Mark Allen.

Creative students have worked very hard over the past semester to produce several award-winning campaigns, and we couldn’t be happier to see them succeed. Professor Willie Baronet shares: “I’m so proud of all our students for killing it tonight, especially Gaelle and Anna Rose for taking home BEST OF SHOW!  And kudos to the TAI team for creating space for these students to flex their creative brilliance!”

Winners Include:

BEST OF SHOW

Anna Rose Corell & Gaëlle Gachelin / P3 (Magazine Advertising)

GOLD WINNERS

Anna Rose Corell & Gaëlle Gachelin / P3 (Magazine Advertising)

Sydney Bottum & Sophie Vos / Hello Fresh! (Magazine Advertising)

SILVER WINNERS

Olivia Childs / Keurig (Magazine Advertising)

Abby Coon & Charlie O’Brien / Slip (Poster)

Sam Smith, Avery Bouch, EJ Niemczyk / Beyond Meat (Integrated Campaigns)

Sam Smith, Avery Bouch, EJ Niemczyk / Beyond Meat (Illustration)

Olivia Childs & James Klopp / Native Deodorant (Illustration)

Anna Rose Corell & Gaëlle Gachelin / Diptyque (Animation or Special Effects)

COURSE HIGHLIGHT: Responsibility and Social Entrepreneurship

The Responsibility and Social Entrepreneurship graduate course leads students to identify the agents of change in the industry, defines responsibility in the advertising field, and demonstrates how responsible advertising evolves into an agent of cultural change.

Dr. Sid teaches this course using the case-study method so that students learn the challenges and benefits of implementing a CSR strategy for a brand. More importantly, students apply studied concepts to a marketing problem faced by a real-world client. He explains: “personally, I enjoy teaching this class because social responsibility ties in with my research agenda (green advertising, domestic violence, etc.) as well as TAI’s mission of ‘Better Advertising, Better World.’ Furthermore, to teach students ‘strategic’ CSR and show how social responsibility can benefit the brand (not just financially), as well as its stakeholders, is truly satisfying. At one point CSR was a point-of-difference but now it has become the norm. However, the initiative’s success largely depends on how to integrate social responsibility objectives with that of the business. Trying to find that balance through unique ideas on a shoe-string budget is challenging but seeing the students’ creativity shine through the entire process is a great experience.”

Follow Dr. Sid on LinkedIn for his latest research in this field.

Click here to learn more about our graduate program.

STUDENT SPOTLIGHT: Temerlin Students Featured in 2020 Lürzer’s Archive

It was back in the early 1980s that advertising copywriter and agency owner Walter Lürzer banged his fist down on the table and resolutely shouted out to himself: “If no one’s going to do it for me, I’m going to have to do it myself – for everyone!” What he was referring to, back in that dark pre-internet era, was the laborious process of hunting out and compiling advertising campaigns from around the world. In those days, there were not many ways of finding out how products and services were being advertised in, say, America, Asia, or individual European countries. The first issue of Lürzer’s Archive magazine was published October 1984 in Frankfurt, Germany which now has over 150,000 readers worldwide. Today, Lürzer’s Archive is the celebrated creative resource for advertising professionals worldwide which offers a full set of inspirational tools including Lürzer’s Archive magazine.

We celebrate Temerlin’s Kell Klopp and Megan Cruikshank’s Kong campaign which will be featured in the first issue of 2020! With this win, the Temerlin Advertising Institue’s overall Lürzer’s ranking is now #7 in the world and #4 in the United States.

Preview the award-winning work here: Continue reading “STUDENT SPOTLIGHT: Temerlin Students Featured in 2020 Lürzer’s Archive”