Category: Better Advertising. Better World.

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Adjunct Edition Better Advertising. Better World. Faculty Faculty Feature Faculty Interviews News TAI Classes

SMU Adjunct Edition Spotlight: Dale Alexander

Dale Alexander brings a career’s worth of industry experience, creative energy, and mentorship into the classroom as a TAI adjunct. With a background that includes leading marketing efforts for the Dallas Mavericks, Dale approaches teaching with the same philosophy that has guided his professional life: enthusiasm, belief in the work, and a deep respect for the people behind the ideas. This spring, he will be teaching ADV 4343: Strategic Promotion Management, where students can expect a blend of real-world insight and strategic thinking.

One of the biggest lessons Dale carried with him from his time at the Mavericks is simple but powerful: enthusiasm matters.

Not performative hype or a “fake it till you make it” attitude, but genuine belief in the work. If he’s not excited about a project, presentation, or idea, he believes it’s unrealistic to expect a fan, client, or audience to be. That lack of belief shows up everywhere, from what’s written on the page to how someone carries themselves in a room.

Dale is also realistic. Not every project will be a dream assignment. What separates strong professionals is how they show up anyway. Those who resist the urge to coast through uninspiring work are the ones clients trust, leaders promote, and teammates enjoy working with. Enthusiasm, in that sense, becomes a differentiator.

Teaching feels like a natural extension of Dale’s career. Throughout his time in the industry, he’s always made space for interns and junior team members, both as a way to repay the support he received early on and to show that the advertising and marketing world can be a place where people genuinely want to build each other up.

That mindset defines his teaching style. Dale aims for a balance of “book smarts” and “street smarts,” helping students understand theory while also preparing them for the realities of agency, brand, and property-side work. His goal is to encourage students to take ownership of their careers sooner, to move from the passenger seat into the captain’s chair and gain momentum before graduation.

He’s also quietly campaigning for a new title: “RADjunct Professor.” Time will tell…

An ’80s kid who grew up in Southeast Asia, Dale didn’t have regular access to American television. Instead, family friends mailed VHS tapes filled with recorded shows, tapes he watched repeatedly until they wore out. Tucked between the programming were commercials, which quickly became his favorite part.

Those short, story-driven “mini-movies” sparked a lifelong fascination. Once Dale realized advertising was something you could actually do for a living, the path became clear. The idea that something you create could stick with someone – through a jingle, a visual, or a message – continues to motivate his work.

One influence that often surprises students is how much improv has shaped Dale’s life and career. Beyond meeting his wife at a college audition, studying improv taught him how to listen more closely, stay present, and build on the ideas of others.

Throughout his career, Dale has used improv techniques with teams to push people outside their comfort zones and remind them that creativity isn’t limited by job titles. Strategy and ideas can come from anyone. In many ways, he believes everyone is already improvising in daily life by responding to situations without a script. Learning improv simply strengthens that muscle so it’s ready when it matters most.

When it comes to legacy, Dale doesn’t point to a single campaign or achievement. For him, creativity is most meaningful when it’s shared. While solo success has its place, he believes the real value lies in building something alongside others – celebrating the wins, laughing about the failures, and appreciating the climb together!

Starting his career at the bottom gave Dale perspective on both success and setback. Looking ahead, his hope is that the people he’s worked with feel their time together was worthwhile. If that’s what he leaves behind, he considers that a creative legacy worth having – even if “RADjunct Professor” never fully catches on. Welcome to TAI Dale, we are thrilled to have you join us!

 

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Adjunct Edition Better Advertising. Better World. Faculty Faculty Feature News TAI Alumni TAI Classes

Introducing TAI’s New Adjunct Lecturer: Noble Farr

The Temerlin Advertising Institute is thrilled to welcome back one of its own, Noble Farr, a graduate of SMU’s TAI program and now the newest addition to our adjunct faculty. With a keen eye for understanding why people think and act the way they do, Noble brings a genuine passion for consumer behavior into the classroom.

When asked how he stays curious in a world of rapidly changing consumer behavior and media landscapes, Noble explains that curiosity comes naturally when your field is all around you.

“The great thing about studying consumer behavior is that it’s always around you. We (consumers) are constantly, well, behaving, and noticing the trends, quirks, or seemingly out-of-place moments is what makes life as a ‘consumer behavioralist’ equally exciting and exhausting.”

He admits that the constant observing can be both a strength and a curse.

“You become insufferable to watch college football because you’re focus-grouping the commercials instead of talking about the plays; your sacred scrolling time quickly turns into saving Instagram reels in a folder titled ‘Work Inspo’; and at some point your photo album – also titled ‘Work Inspo,’ filled with reasonless photos and screenshots – grows larger than the one titled ‘Wedding.’”

For Noble, the draw to consumer behavior is simple:

“Trying to wrap your brain around why people do what they do is a wonderful addiction. Being curious is the easy part (we’re all inherently nosy); making sense of it all is the skill I’m most excited to simultaneously teach and hone this semester.”

When it comes to what he hopes students will take away from his classes, Noble emphasizes both introspection and empathy.

“I hope they become more active participants in tracking their own behavior as much as they do the ‘consumers’ we’ll be studying.”

He wants theories—from persuasion to learning and memory to The Self—to feel relevant and useful.

“I hope [these chapters] find wonderfully practical application in their own lives, making us smarter, less passive consumers.”

He also encourages students to see “the consumer” as a real person, not an abstract concept.

“It’s easy to compartmentalize the ‘other’ when we give them a label, and too often we think of consumers more as data points than people. My goal is to encourage an equal parts empathetic and evidence-based approach to studying consumer behavior.”

As a former TAI graduate returning to the program as a professor, Noble brings both familiarity and fresh perspective. We’re excited for the insight, humor, and curiosity he’ll bring to our students next semester.

Welcome back to TAI, Noble. We are thrilled to have you join us!

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Better Advertising. Better World. Faculty Faculty Feature Faculty Research News Professional Development Research

How Professor Quan Xie Helps Scholars Promote Their Work’s Societal Impact

Important academic discoveries often go unseen by the people who could benefit from them most. Studies show that business leaders and policymakers engage with fewer than 15% of published research, leaving valuable insights underused.

To help close this gap, Professor Quan Xie partnered with an international research team to develop new digital marketing–driven strategies that help scholars share their work more effectively beyond academic circles.

“Academia has long struggled to communicate research outside its own walls,” Dr. Xie said. “Digital technology now gives scholars powerful tools to increase visibility and maximize the impact of their findings – especially in a time of widespread misinformation.”

Published in the Journal of Global Marketing, the team’s two studies introduce:

  • A Dual-Path Digital Dissemination Framework that helps scholars build a strong personal brand and strategically share research across platforms such as LinkedIn, YouTube, podcasts, and ResearchGate.
  • The DESTINY Strategy –  Digital, Engagement, Storytelling, Time, Innovation, Network and Yield: a structured approach that makes research both rigorous and accessible. Its “Yield” component encourages measuring success not just through citations, but through real-world influence on policy, business practices, and public understanding.

The frameworks also offer platform recommendations for each research stage, from early peer feedback to public-facing social content, giving scholars a roadmap to maximize reach and relevance.

Co-authors include Weng Marc Lim (Sunway University), Sakshi Kathuria (Fortune Institute of International Business), Kimmy Chan (Hong Kong Baptist University), Dana-Nicoleta Lascu (University of Richmond), and Ajay K. Manrai (University of Delaware).

TAI celebrates Dr. Xie’s leadership in advancing how meaningful research is communicated and how it can drive real societal impact.

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Better Advertising. Better World. Guest Lecturers News Professional Development TAI Alumni TAI Classes TAI Students

Guest Speaker Spotlight: Kayla Griffis on Turning Insights Into Strategy

This week in SBM-1, students had the opportunity to learn from Kayla Griffis, an alumnus from both our Digital Media Strategy undergraduate track and our M.A. in Advertising program. Kayla now serves as a Sr. Experience Strategist at RAPP, where she translates cultural understanding and consumer insight into impactful brand strategies.

Kayla broke down how strong insights go beyond surface-level observations – they reveal motivations, tensions, and cultural shifts that can guide smarter, long-term strategic decisions. To demonstrate this, she walked students through powerful examples from Nike, Old Spice, Arm & Hammer, and Subaru, highlighting how each brand used insight-driven thinking to reshape perception and behavior.

Students also got a behind-the-scenes look at a strategic brief Kayla developed for “Beyond Meat”, showing how insights evolve from research findings into clear, inspiring strategic direction for creative teams.

Before closing, Kayla emphasized the importance of continually strengthening cultural awareness as a future advertiser, it is important to stay curious, observant, and engaged with the world around you.

Want to sharpen your cultural radar as a future advertiser?
Kayla Griffis’ newsletter Culturally Curious delivers quick, insightful takes on the trends shaping consumer behavior and how brands can authentically connect with them.

Why check it out?

  • Spot emerging cultural shifts before and after they hit mainstream.
  • Learn how brands can translate culture into campaigns.
  • Gain an edge in class projects, internships, and beyond.

Subscribe here: https://culturallycurious.substack.com/

 

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Adjunct Edition Better Advertising. Better World. Faculty Faculty Feature Faculty Interviews News TAI Classes

Adjunct Edition Spotlight: Art Garcia

We’re excited to introduce a new feature celebrating our talented adjunct faculty shaping the creative minds of SMU, beginning with sculptor, designer, educator, and community mentor Art Garcia. Art teaches ADV 4368: Graphic Design for Digital Media, where his practice and belief in visual storytelling guide students in exploring design through research, experimentation, and cultural context.

For more than 30 years, Art has built a career rooted deeply in Texas. From early days designing environmental graphics for public spaces, to sculptural installations shown in parks and galleries across the nation, his work is a testament to storytelling through form, material, and place.

Texas isn’t just home for Art, it’s a wellspring of influence. “Our social discourse is prevalent in our society, and it seems more so today than any other time,” he reflects. His creative practice draws on environment, culture, and personal history to create pieces that speak visually where words fall short.

Art founded his studio, Graphic Content, in 1998 with a vision of crafting meaningful communication arts. Economic shifts during the 2010s led the work to evolve into a sculpture-focused practice, an evolution that expanded rather than narrowed his voice. Today, his work lives across sculpture parks, galleries, and civic spaces, always committed to “fostering a visual dialogue transcending the spoken word.”

Beyond his studio, Art’s legacy extends into mentorship and youth development. As founder of the Oak Cliff Wrestling Club, he empowered athletes by encouraging them to develop resilience, discipline, pride, and the possibility of something different.

Art approaches teaching the way he approaches art: with rigor, curiosity, and humanity.

His mantra for students is simple:
“Research, practice, experiment, fail. Repeat. The byproduct of this process is success.”

Color, material, and context are core to his practice, and he challenges students to think conceptually and visually – “Speak with iconography and use words only when you have to.”

In the classroom Art bridges life, technology, and culture. He sees AI not as a threat, but as the next frontier – just as early computers once stirred uncertainty in the art world. “We’ve adapted before,” he says. “How cool will it be to acclimate with this new technology?”

Asked what inspires him most, Art refuses to choose: “Everything art, my contemporaries, my grandchildren, nature, beings large and small… Everything must be included to establish your journey, otherwise voids will occur.”

His advice to emerging artists?
“Become relentless in studying your craft. Make, make, make and understand failure is only a stepping stone to succeed.”

From whimsical palettes to metal, wood, fibers, and found objects, Art follows curiosity over convention. He’s currently creating a public art piece informed by Eadweard Muybridge and along with Jay Sullivan, Professor Emeritus of Art, Meadow School of the Arts, he is producing a fine-art catalogue exploring typography, image and print; two very different pursuits, united by material and concept.

And in true Art fashion even his high school wrestling story reads like sculpture – shaped by grit, humor, and resilience.

With works recently acquired by the City of Sheridan, Wyoming, a new outdoor exhibit, “The Finley Park Cultural Stroll” in Columbia, South Carolina and in January an upcoming exhibition called “Sculpture on the Lawn” in Orlando, Florida. Art continues to build, inspire, and imagine what’s possible for the next generation of artists and thinkers.

Welcome to our first Adjunct Edition spotlight. And Art, thank you for sharing your creative world with ours.

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AAF AAF Houston Awards and Projects Better Advertising. Better World. Faculty News Professional Organizations

Dr. Alice Kendrick Honoured with AAF Dallas Luminary Award

We are thrilled to celebrate Dr. Alice Kendrick for receiving the Luminary Award from the American Advertising Federation (AAF) Dallas! This prestigious recognition highlights her remarkable contributions to the advertising industry and over 40 years of inspiring, mentoring, and educating future leaders.

The ceremony was especially meaningful, as several of the other honourees were once her students which was truly a full-circle moment that reflects the lasting impact of her guidance and leadership.

Dr. Kendrick has long been a respected figure in advertising, known not only for her professional accomplishments but also for her unwavering dedication to nurturing the next generation of industry talent. Her influence extends far beyond the classroom, leaving a lasting mark on both her students and the broader advertising community.

We are proud to see Dr. Kendrick recognized in such a meaningful way. Congratulations Dr. Kendrick!

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Agency Better Advertising. Better World. Guest Lecturers TAI Alumni TAI Classes TAI Students

Guest Speaker Spotlight: Noble Farr on Strategy, Tactics, and the Power of Insights

Professor Sid Muralidharan’s Strategic Brand Management-1 (SBM-1) class recently welcomed Noble Farr, Senior Research and Insights Analyst at TRUth Marketing + Media, and a former graduate student of the M.A. in Advertising program at TAI.

During his visit, Noble brought an engaging and thought-provoking perspective to the class, breaking down the crucial difference between strategy and tactics in marketing. He emphasized how strategy defines the ‘why’ – the overarching purpose and direction behind a campaign, while tactics shape the ‘how’ – the specific actions taken to bring that strategy to life.

He also emphasized the importance of insights in developing effective marketing strategies. Noble highlighted how meaningful insights, grounded in an understanding of audience motivations and behaviours, can turn data into powerful storytelling that resonates and drives results.

The session provided students with a deeper appreciation for the role of insight-driven thinking in shaping successful marketing strategies.

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Better Advertising. Better World. News Professional Development TAI Alumni

Alumni Spotlight: Behind the “Master It” Campaign for Master Lock

Four Temerlin Advertising Institute Alumni Help Reimagine the Master Lock Brand

Master Lock, founded in 1921, built its legacy on toughness and reliability, most famously demonstrated in its 1970 “Tough Under Fire” campaign, which showed one of its padlocks withstanding bullets from a rifle. For decades, the brand focused its messaging on security and durability. But today, Master Lock is opening a new chapter.

With the help of four alumni from SMU’s Temerlin Advertising Institute, the brand has launched a bold rebranding effort: the “Master It” campaign. This campaign shows everyday people mastering meaningful goals, encouraging audiences to “Master” what matters most in their lives.

Four TAI graduates played key roles in bringing this vision to life through the Chicago-based agency Laughlin Constable, where Pat Laughlin (’02) serves as Chief Creative Officer. He was joined by Randall Kenworthy (’10) as Copywriter/Creative Director, Kalena Dorgan (’22) on strategy, and Laura Leatherberry (’08) in a freelance account management role.

While the brand remains rooted in safety and security, the campaign reframes “Master” as an action word. It invites audiences to think more deeply about the role Master Lock can play in helping them protect what matters.

We had the opportunity to connect with the four Temerlin Advertising Institute alumni behind the “Master It” campaign to hear their reflections on both the creative process and their time at Temerlin. Each shared unique insights into the challenges and breakthroughs that helped shape the campaign.

To kick things off, we asked Pat Laughlin (’02), Chief Creative Officer at Laughlin Constable:
What was the biggest creative or strategic challenge during this campaign, and how did you overcome it?

“One of the biggest challenges in creating a new campaign for a known brand is that people know it. So how do you evolve their perception while remaining true to what the brand is about? Creatively we had to make sure that whatever we did felt like Master Lock. It had to be something a discount brand like Amazon couldn’t say. Our strategy team uncovered a powerful insight about the user and responsibility. Our strategic north star (what we base all creative off of) was ‘for moments of uncompromising responsibility.’ To get to the idea of ‘Master It,’ we explored a variety of campaign angles. I think we presented 5 different territories to the client. But the moment that things seemed to click was thinking about what balancing responsibility between work life and home life looked like. It took the shape of a dad locking up a job site matched up to him unlocking a lock box at a baseball field to coach his kid’s team. The idea of moving from one job to the next and how throughout our life we’re trying to be our best, we’re trying to master these moments. And then it was like, ‘ohhhhhhhhh, that’s something.’ And then Randall (Alum 10′) just cranked out banger headline after banger headline.” — Pat Laughlin, CCO (Alum ’02)

Next, we spoke with Laura Leatherberry (’08), Group Account Director (Freelance):
For a brand as iconic and established as Master Lock, how do you find the balance between honoring its history and pushing it in a new direction?

“It was essential we not lose the brand’s heart and soul. We simply found a more current and culturally relevant way to share their story. What I love most about the campaign idea is how big it feels. You can bring this campaign to life in so many ways and tell so many cool stories. I’m definitely excited to see what’s next for the campaign.” — Laura Leatherberry, Group Account Director (Freelance) (Alum ‘08)

We caught up with Randall Kenworthy (’10), Creative Director, who shared how TAI shaped his creative approach:
How did your SMU/Temerlin experience help prepare you for working on a brand refresh of this scale? 

“When I think back, I’m grateful that my time at SMU gave me the tools to feel immediately prepared upon entering the real world of advertising. Mostly because my coursework in the Temerlin creative track was more challenging and came with higher expectations than my first role as a junior copywriter. But feeling ahead of the curve gave me the confidence to my best work, and that set my career in the right direction. And when it comes to momentum, it’s much easier to maintain it from the start than it is to create it later on. ” — Randall Kenworthy, Creative Director (Alum ‘10)

Kalena Dorgan (’22), strategist, shared how TAI prepared her for this moment:
Looking back, are there any professors, classes, or projects from SMU that especially shaped the way you think about your work today?

“Working on the Master Lock campaign, I frequently think about Gordon Law’s Master Lock case study (the one featuring the 1974 commercial!). I believe this case study was primarily for a SBM class, but he touched on it during a DMS class, as well! I find it funny how I learned about Master Lock’s iconic advertising history in an SMU class and then end up working on the brand and helping rebrand them for first time in years! Full-circle moment, for sure!” — Kalena Dorgan, Strategist (Alum ‘22)

We then asked the group…
What advice would you give to SMU students dreaming of working on big brand campaigns?

Pat Laughlin (’02)

“First step is to become an expert on what is considered great advertising. Look into the One Show, Communications Arts, Cannes, become a student of ads. Figure out what makes them great. Why do they move you? And then look at who did them. Look at those agencies and start to uncover how they approach campaigns. The other thing is to be a student of culture. Listen to a bunch of music. Challenge your perceptions. Follow artists and not just influencers. The other really important thing to keep in mind, something that I wish I knew back when I was a student, cherish every relationship you make. Build connections with your classmates. Keep in touch. Be kind (!!!!!! It’s important!). Simply having the SMU connection is a great way to open doors with people from other years at the school. Kalena is a perfect example of that. She reached out to me out of the blue as an SMU student wanting to talk advertising. That’s all it took to get the first conversation. Value all the relationships you’re making now, you never know when you’ll run into each other again. “

Laura Leatherberry (’08)

“Anything is possible. I went straight to NYC to work in advertising without knowing anyone there. I wanted to work at some of the biggest and best agencies in the world and on some of the biggest and best brands in the world. And I did. But after a while, I shifted my goals. Now, I care more about creating work that matters and working with agencies and brands who are making a meaningful difference in the world. I also enjoy creating my own schedule, working across roles, and building my own legacy. Part of me wishes I figured that out sooner. So, my advice is don’t chase fame in advertising. Do what makes you happy. Make work that matters. Use your power for good, and the accolades will follow.”

Alum Laura Leatherberry in 2007 (second from left) celebrating with classmates in Fort Worth after presenting their NSAC competition campaign for client Coca-Cola.

Randall Kenworthy (’10) 

“My advice to current Temerlin students is to work your tail off. Because it will pay off. Many people want to be creative for a living. What you do at SMU is your proof that you should be one of them. So when Mark tells you to write 100 headlines, don’t phone it in on the last 10. Give your all to all 100.”

Alum Randall Kenworthy in 2008 (upper left in the white hat) in the creative studio during the final days before portfolio critique. After an all-nighter, copywriting student Ben Turk dozed off—only to be wrapped in tape and newspaper by his classmates. The sign reads, “Don’t sleep at the lab!”

Kalena Dorgan (’22)

“The most fulfilling experience at TAI that helped me understand working at an agency and on a campaign of this scale was NSAC. The fast-paced nature and working with a variety of disciplines with NSAC was such a valuable experience that translated nicely into my first agency job and first “big” campaign. It gives you first-hand experience of working in an agency-like, fast-paced setting. Highly recommend!!”

Alum Kalena Dorgan (bottom right) with her NSAC competition team in Houston after presenting their campaign for client Meta Quest 2.

We’re proud to call these four hardworking and talented individuals alumni of the Temerlin Advertising Institute. Their work on the “Master It” campaign reflects the kind of bold, thoughtful storytelling and strategic thinking that define our motto: Better Advertising. Better World.

For more information and to watch the campaign, click here.

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Better Advertising. Better World. Professional Development TAI Students

TAI Students Shine as Semifinalists in USPS Innovation Challenge

The ANA Educational Foundation hosts a case competition with the goal creating awareness among marketing and communications students of the role and effectiveness of direct marketing within omnichannel marketing campaigns. The challenge for students is to create a marketing plan and campaign idea to drive Gen Z to sign up for USPS’s “Informed Delivery” service.

SMU Temerlin Advertising Institute was extended an invite through Dr. Carrie LaFerle’s direct involvement with the ANA Education Foundation (AEF). The campaign was lead by Professor Andrew Elliot for the ADV 2333 Internet and Mobile Advertising class.

“A sharp insight and a rock-solid plan turned a class assignment into a defining moment—one where our students proved they’re capable of more than they imagined. Watching them rise to this challenge has been nothing short of inspiring.” – Professor Andrew Elliott

On November 21, 2024 Athenas Mamatas, Jaime Maybery, Samantha Hernandez, and Shivani Kosuri were recognized as the 2024 Semifinalist for the USPS Innovation Challenge placing for the semifinals to travel to Washington DC. On December 6 the students and Professor Elliott arrived to USPS Headquarters in DC to present their campaign.

“Under the guidance of Professor Andrew Elliott, I had an incredible time participating in the USPS Direct Effect Innovation Challenge! This challenge provided me with a real-world experience which allowed me to remember why I fell in love with advertising in the first place. Being able to work on something that impacts and contributes to a larger part of our society was an incredibly fulfilling experience and I can’t wait to be apart of more work like this in the future!” – Shivani Kosuri

The strategy was to support Gen Z by delivering certainty in a world full of uncertainty with the big idea of “life’s unpredictable.” Athenas, Jaime, Samantha, and Shivani leveraged Gen Z’s unpredictable moments to effectively showcase the service’s relevance in their lives.

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Better Advertising. Better World. Professional Development TAI Alumni

Rollercoaster or Labyrinth? TAI Professor and Alumna Visualize Career Pathways

TAI Professor Alice Kendrick and Mallorie Rodak (M.A. ’11) are helping visualize career pathways for multicultural advertising professionals in the U.S.

In collaboration with the ADCOLOR organization and Cardinal Change Consulting, Kendrick and Rodak gathered workplace trends and fielded a survey in which 181 members of the ADCOLOR community described their career journeys with both words and images.

ADCOLOR is an organization that celebrates and advocates diversity in the creative and technology industries.  Results of the survey and related research were presented at the ADCOLOR conference Nov. 15 in Los Angeles.

A primary focus of the research was among women of color in the advertising workforce, and results reflected instances of fulfillment and success among respondents, as well as burnout and uncertainty.  “Forty percent of respondents said they had changed jobs in the past two years, and a common theme was that they felt it necessary to change employers to get a promotion,” said Kendrick.  More than six in ten said they had experienced a sense of lack of belonging at work during their careers.

“Career pathway models are shaped by complexity, mystery, and hidden navigational challenges, like icebergs, labyrinths, spirals, and Bermuda triangles,” concluded Rodak, who is Director of Brand Strategy at TRG.

She and Kendrick have collaborated on research among the ADCOLOR community for the past three years.