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.
Dr. Quan Xie has conducted new research on “Prosocial Campaigns With Virtual Influencers: Stories, Messages, and Beyond” alongside Eunjin Kim, Joo-Wha Hong, and Hye Min Kim.
How can virtual influencers be used to promote prosocial messages? In the digital age, virtual influencers (VIs) hold great potential to enhance prosocial campaigns. This research aims to identify effective strategies for using VIs to create a greater impact, build deeper connections with consumers, and drive meaningful social change. Specifically, it examines how VIs can promote socially responsible behaviors, such as raising awareness about cyberbullying. The study explores whether storytelling (narrative messaging) can make VIs more effective in delivering prosocial messages.
The study concentrates on the ways in which social media platforms have revolutionized the curation and diffusion of material. Influencers are leading the way in these changes, with Virtual Influencers (VIs) occupying a unique space in digital interaction. The use of virtual influencers (VIs) to encourage socially conscious behavior is examined in this research. By contrasting human-like (HVIs) and anime-like (AVIs) influencers, as well as narrative vs. non-narrative messaging approaches, it looks at how VIs can successfully transmit prosocial messages.
The research tested two types of VIs: one that looks human-like (human-like virtual influencers, HVIs) and another with an anime-style appearance (anime-like virtual influencers, AVIs), across two messaging styles—narrative (storytelling) and non-narrative (informational). Focusing on Gen Z and younger Millennials, the results showed that HVIs were more effective than AVIs in increasing support for the social cause and enhancing message credibility, especially when the message was non-narrative. However, when using a narrative style, this advantage of HVIs disappeared, with no significant difference in effectiveness between HVIs and AVIs in terms of message credibility and intent to support the cause. This study offers valuable insights for marketers and non- profit organizations on the effective use of VIs in disseminating prosocial messages.
In addition, the study highlights how look and narrative influence viewers understanding and reaction to prosocial messages from VIs, providing useful information for companies and marketers.
This research was presented in the annual 2024 Association for Education in Journalism and Mass Communication (AEJMC) in August.
The American Advertising Federation (AAF) hosts the annual ADDY Awards, which are the biggest and most prestigious competition in the advertising business. The competition is divided into three levels: local, district, and national. The District 10 competition took place in Dallas, Texas, back in March. Acorns campaign by Maddie Otero and Morgan Martinez won SILVER; Fender had Helena Hargraves and Kailyn Sawhny win SILVER; Skout’s Honor Pet Odor Eliminator campaign earned Helena Hargraves win GOLD; and Truth Initiative’s campaign led by Spencer Hogan, Bella Mac and Allie Weinstein win GOLD. Every student who placed Gold or Silver in the district level advances to the national competition.
Early in May, the national competition winners were revealed, and later that month, in Salt Lake City, Utah, during the AAF ADMERICA Conference, awards were presented.
At the National ADDY Awards, Truth Initiative campaign by Spencer Hogan, Bella Mac and Allie Weinstein was recognized with a SILVER ADDY. Acorns by Maddie Otero and Morgan Martinez earned a SILVER National ADDY. Helena’s campaign for Skout’s Honor Pet Odor Eliminator took home the SILVER , while Helena’s and Kailyn’s campaign for Fender took home the GOLD National ADDY Award.
We are beyond thrilled that Spencer, Bella, Allie, Morgan, Maddie, Helena and Kailyn’s campaigns received national recognition and brought four National ADDY Awards to SMU!
This Thursday, the Dallas Business Journal (DBJ) will host the Women in Business Awards. For 17 years, these awards have recognized women from diverse backgrounds for their exceptional leadership and impactful contributions to their industries and communities.
With over 250 nominees each year, the selection process is highly competitive. A panel of judges consisting of past women in business honorees helps make the selection alongside DBJ leaders. This year, Dr. Carrie La Ferle has been selected as one of the 27 esteemed women honored.
“I am honored to be selected as a recipient of the Dallas Business Journal’s (DBJ) Women in Business Awards. I love sharing the importance of culture for effective communication in advertising and marketing with the next generation, local & global organizations, and within the non-profit sphere. As a 2024 inductee to the Society of Culturally Intelligent (CQ) Fellows, I have had the opportunity to expand my knowledge in best practices in leadership across a broader range of cultures. Culture includes everyone, from national culture, to race and ethnicity, to gender and lifestyle, and even the homeless. Through my work with S.O.U.L. Church (soulchurch.org), a mobile church serving the Dallas homeless since 1995, we see the importance of learning about a culture to build trust and true understanding of needs, resulting in more heartfelt and effective outcomes. This award is an honor to receive as all the women receiving the DBJ’s Women in Business Award are absolute powerhouses in their respective disciplines and yet make time for giving back to the community. I look forward to seeing what each will continue to achieve in the future for themselves and for the betterment of Dallas and beyond.”
We are so proud of Dr. Carrie La Ferle for her accomplishment. As the award celebrates women who are leaders in the fields across various industries — with Dr. La Ferle in Advertising. This prestigious award is given to influential women who go above and beyond in their business and community and who will continue to impact our business landscape for years to come.
From April 25 to May 1, several of our students had the opportunity to tour and network with some of the world’s leading advertising companies during this year’s TAI creative NYC trip which serves as a discovery class. Dr. Mark Allen and Professor Willie Baronet planned and led graduate and undergraduate students in this unique immersive advertising experience.
“As always it was an inspiring and productive time in New York where we took our students to some of the best agencies in the world. Watching them meet our alums and seeing the amazing work they are producing is always a magical experience for me. This year we visited Anomaly, Ogilvy, Momentum, Walrus, NBC Universal, Kenneth Cole Studios, Translation and more!” – Willie Baronet
The first stop on the tour was Johannes Leonardo, a creative firm that encourages customer involvement on behalf of companies. TAI alum Tessa Conti gave us a tour of the distinctive JL church-style facility and updated us about her work with clients including Adidas, Amazon, and Kraft. Later on in the day, we went to Translation with Kaleb Mulugeta, a TAI graduate, and had breathtaking views of the Brooklyn Bridge. AdAge has named Translation the 2022 Agency of the Year and included it on their Agency A-List.
We began our Friday morning at Kenneth Cole Studios, where Maria Cuomo gave us a tour of the facility and shared some of Kenneth Cole’s advice. Despite being a fashion business, we learned about in-house advertising and the brand’s deliberate adherence to its identity. Amol Rana gave us a fascinating tour of Google and displayed some of his YouTube commercials. We had the opportunity to speak with several alumni for a Q&A session at the end of the week, during which we asked them questions regarding their post-college and professional lives and received some incredible advice.
The plan for the weekend was to visit Central Park, see shows on Broadway, and visit museums like the Whitney and MOMA in order to thoroughly immerse oneself in NYC life.
On Monday, we had a great start to the week by going to Momentum Worldwide, here they served us NY way. We learned everything there is to know about experimental advertising, which is the practice of leveraging technology to improve the human experience while creating memories for brands. Former TAI alumni Jordan Chlapecka and Allie Hartman talked about their experiences working with companies like Verizon, Nike, Coke, and AMEX. Next, we visited Ogilvy, where we met up with Helen Rieger and Morgan Hoff, two former SMU students. They were able to demonstrate several projects they had completed for Verizon, Nationwide, and Coca-Cola, but they also gave us advice on how to approach uncertain circumstances proactively when things could change unexpectedly. Deacon Webster’s Walrus was the final agency visit of the day, during which he explained his strategy of being calculating but yet humorous. We concluded Monday night with the senior dinner, where Willie and Mark gave inspirational speeches and many of us shed tears as our seniors begin a new chapter in their life.
On our last day, we began with a visit of the SNL and Jimmy Fallon sets at NBCUniversal. Michael Reidy, an SMU alum, welcomed us with breakfast before the panel discussion began. The panelists stressed that while our creativity will make us stand out, we must also enter this phase of our life with passion and resiliency. Eric Damassa led the final agency visit of the trip, which was Anomoly. Anomoly strives to cooperate with companies like eos, Ranch Water, and Obie that align with its mission. We concluded the trip with the Alumni Networking Event, where we had the chance to socialize with other alumni who live in the city and sing a few karaoke songs to round off our time together.
Overall, there are not enough words to describe our trip, so be sure to watch our reel on Instagram at @smu.advertising!
In the field of marketing and communications, integrating diversity, equity, and inclusion (DE&I) is extremely important. Recognizing this, TAI alumna, Kayla Griffis, a senior strategist at Saatchi & Saatchi, and Dr. Alice Kendrick, Professor of Advertising at Temerlin, worked together to publish a new content creation model that emphasizes the importance of inclusivity. Dr. Kendrick was honored to present the URICA! Model in Oxford, England last summer at the Oxford Roundtable Symposium.
Left: Dr. Alice Kendrick, Right: Kayla Griffis
Published in the Forum on Public Policy, this study titled, Integrating DE&I into content creation: The URICA! Model, stands out as a versatile tool for embedding DE&I principles into the fabric of academic and corporate environments. The URICA! Model was originally pioneered by Kayla Griffis as a graduate student project for an advertising class led by Dr. Kendrick. It initially focused on addressing the insensitive spread of digital blackface on social media. This project evolved into a robust model designed to guide content creators through a comprehensive process to help team members determine DE&I objectives and avoid marketing missteps based on a lack of cultural sensitivity.
The core of the URICA! Model involves a series of sequential steps and considerations that assist creators in ensuring their messaging is inclusive and sensitive to diverse audiences. It encourages a thorough understanding of cultural nuances, informs strategic decisions with solid DE&I foundations, and carefully considers the potential impacts of messaging. The model’s flexibility makes it suitable for a wide range of applications, and was concept-tested for use anywhere from classroom discussions to strategic planning in large corporations.
“[The URICA! Model] was an attempt to offer an approach, tool or a series of questions or areas that should be covered to help ensure that messaging of all different sorts, whether it’s advertising, a blog, just a headline, a jingle, or even a visual, (especially a visual in some cases) are as mindful as possible of the societal realities in which they will be released. That is to say, some things are insulting to groups, and they’re not even necessarily intending to be. In fact, I think in most cases they are not. It’s just an oversight and a lack of ability to see a message from another’s point of view.” – Dr. Alice Kendrick
Throughout the study, recommendations from corporate strategists and advertising professors who evaluated the URICA! Model are discussed and implemented, and current DE&I information and resources for students and professionals are included. Dr. Kendrick noted that when reviewing the model in the advertising field, “agencies seemed very much in favor of something like this, that would lend some structure to a discussion about the sensitivity of messaging.”
Dr. Kendrick presented the URICA! Model at the Oxford Roundtable Symposium in Oxford, England, in the Summer of 2023. Her presentation highlighted how the model structures discussions around sensitive messaging and its potential to be applied across various industries and educational settings. Her presentation was well-received by the international audience, which included academics and professionals, underscoring the model’s relevance and applicability.
As the conversation around diversity and inclusion continues to gain momentum, tools like the URICA! Model are essential for fostering meaningful change. They guide content creators through the intricate process of integrating inclusivity into their work, and set new standards for responsible communication in our increasingly digital world.
This past Friday at the AAF District 10 National Student Advertising Competition award ceremony, Temerlin Advertising Institute’s very own Dr. Mark Allen was honored with the Outstanding Advertising Educator of the Year Award. This award aims to recognize professors who have made outstanding and unselfish contributions to the growth and improvement of advertising through the academic process.
Dr. Allen joined TAI in 2003 to help start and build a new creative program for aspiring art directors, copywriters and designers centered in Dallas. During his time here he has made a huge impact on the Institute and has become a Senior Lecturer and the Creative Program Director.
Dr. Allen’s love for his students has not gone unnoticed and his tireless dedication to supporting them and their success was noted in the speech given during the presentation of this award. He tirelessly advocates for young creatives in their quest to find their voices in the wacky world of advertising.
One of his students said, “he selflessly dedicates the majority of his time to making sure his students have the best chance of success, sometimes to his detriment. He candidly tells us that we keep him up at night with thoughts of our futures where we go, and what we will accomplish.”
Another said, “he is the most dedicated and selfless teacher I’ve ever had throughout my entire education. I’ve never met a teacher who is willing and happy to sacrifice his own well-being, if it means it will help one of his students succeed.”
The presenter noted that he believes this is why professors teach: to inspire, to guide, and to illuminate the path.
Dr. Allen does just this. “He provides incentive, comfort, and stability to almost every student who walks through his door. Every time I’ve been on the precipice of admitting defeat, he has always been the voice at the end of the tunnel, reassuring me that I’m in the program for a reason and that as long as I work hard, everything will work out the way it’s supposed to,” said another student.
The Temerlin Advertising Institute is so proud of the work that Dr. Allen does every day, inside and outside of the classroom. We look forward to many more amazing years to come.
The Honoring Our Professors’ Excellence (HOPE) Banquet, organized by Southern Methodist University’s Residence Life and Student Housing (RLSH), serves as a symbol of appreciation for faculty excellence. It’s an annual event where students and educators come together to highlight the extraordinary efforts of professors who have gone above and beyond in enriching the educational journey of their students. This year, the spotlight was on Professor Willie Baronet, the Stan Richards Professor in Creative Advertising at SMU, who was honored with the prestigious HOPE Professor of the Year Award for his commitment to his students and his innovative teaching methods. This award aims to recognize his lasting impact at the Temerlin Advertising Institute and SMU community as a whole.
Creative student Roshan Gupta, a senior studying under Baronet, had the honor of delivering the speech that announced his professor as the HOPE Professor of the Year. Gupta’s words further emphasized Baronet’s influence on his students, saying,
“Willie has been by my side my entire college career…I can confidently say that Willie has had a tremendous impact on who I am today.”
Baronet’s approach to teaching is anything but conventional. His classes are a journey into the depths of creativity and self-exploration, pushing students to unveil parts of themselves and their imaginations they never knew existed. Gupta eloquently shared his transformative experience, stating,
“His classes are not for the faint of heart, and you are pushed to explore vulnerable parts of yourself and your imagination to create work that is fulfilling, meaningful, and intelligent.”
What sets Baronet apart is not just his ability to teach but to inspire. His dedication to cultivating an environment of diverse perspectives allows students to gain a deeper understanding of concepts and themselves.
“Willie transcends traditional teaching methods and implores us to dig as deep as we can into ourselves to find what drives us and gives us purpose.” – Roshan Gupta
Beyond the classroom, Baronet’s commitment to his students is unparalleled. Whether it is driving to a photo shoot in the middle of the day, hopping on a Zoom call in the midst of his busy schedule, or spending hours just talking, his devotion knows no bounds. As Gupta aptly put it, “I don’t know a single other professor who devotes the same level of care and attention to detail that Willie does for his students inside and outside of the classroom.”
Before joining the academic world, Baronet was the creative director for GroupBaronet (now known as MasonBaronet). His work has also been featured in prestigious publications such as Communication Arts, Graphis, and AIGA Graphic Design Annual, among others. Baronet’s creativity has been recognized with numerous awards from respected organizations, including the Dallas Advertising League and the Dallas Society of Visual Communications, and he has shared his insights on creativity, leadership, and social responsibility with audiences nationwide, including TEDx, Creative Mornings, and more.
Beyond his professional achievements, Willie Baronet has engaged in impactful artistic endeavors, notably his long-term project titled “WE ARE ALL HOMELESS.” Since 1993, Baronet has been collecting signs from homeless individuals, transforming these artifacts into powerful narratives that challenge perceptions and foster empathy. This project has not only been featured across various media platforms but has also been showcased in exhibitions both in the U.S. and the UK.
Willie Baronet’s recognition of the 2024 HOPE Undergrad Professor of the Year Award is a testament to his exceptional role not only as an educator but as a mentor, guide, and inspiration to his students. His innovative teaching methods, coupled with his unwavering dedication, exemplify the best of academic leadership and the impact a passionate professor can have on the lives of their students.
Congratulations, Professor Baronet, on this well-deserved honor. The HOPE Professor of the Year Award is a fitting recognition of your tireless devotion to your students.
It’s with immense pride that TAI announces the monumental achievement of our creative students at the prestigious Graphis International New Talent Annual. They have outdone themselves, placing an astonishing 54 campaigns in the competition, surpassing our previous record of 40. This accomplishment is not just a milestone for us, it’s a recognition of the exceptional talent, hard work, and unwavering dedication of our students and faculty.
The Graphis International New Talent Annual is renowned for its rigorous competition, attracting entries from universities across the globe. Yet, every single student from both of our creative cohorts won at least one award each, and some as many as ten, an unprecedented achievement! Our success at the Dallas ADDYs last month was only the start of a great awards season.
“This is just the beginning of an amazing run this Spring with the DSVC National Student Show and Young Ones just around the corner.” – Mark Allen
Our students’ achievements will also garner recognition on an international stage. Gold and Silver winners will have the honor of their work being featured in the hard-back annual due for release this summer. Those who earned Honorable Mentions will find their names and project descriptions commemorated in the back of the same volume.
For anyone looking to celebrate these achievements or draw inspiration from these amazing works, we encourage you to pre-order a copy of the New Talent 2024 here.
Congratulations again to all the students, as well as professors Mark Allen, Willie Baronet, and Cheryl Mendenhall, for their extraordinary achievements. As we look forward to the upcoming showcases and competitions, we are excited to see what our talented cohorts will accomplish next.
Full list of awards:
Graphis International New Talent Annual // 2024
GOLD
Oreophoria / Maddie Otero and Savanna Hodes
Silva Auri Logo / Juan Silva
Alzheimer’s Association / Maddie Otero
1Password / Roshan Gupta and Kayla Hanrahan
Open AI / Timothy Chae and Savanna Hodes
Amtrak / Timothy Chae and Blake Lyster
SILVER
BANYA Logo / Savanna Hodes
The Woods Logo / Savanna Hodes
Give Hugz Stuffed Animals Logo / Savanna Hodes
Maison Margiela REPLICA Fragrances / Morgan Martinez and Delaney Gendron
Skout’s Honor Pet Odor Eliminator / Helena Hargraves
Mountain House Camping Meals / Emma Clarke
Zildjian Cymbals / Timothy Chae and Ethan Jones
Fender / Kailyn Sawhny and Helena Hargraves
Insomnia Cookies / Ross Yenerich
Seedlip / Callie Oden and Emma Clarke
Evite / Caroline Davis and Blake Lyster
Hipcamp / Tyler Chapman and Linh Vu
Liquid IV / Nicole Zimmer and Andrea Torroni
AT&T It Can Wait / Roshan Gupta
L’Oréal Sublime Bronze Self-Tanner / Blake Lyster and Morgan Martinez
Shakespeare Pizza Logo / Ethan Jones
Drunk Elephant / Kaitlyn Blan and Caroline Davis
Mejuri / Roshan Gupta and Morgan Martinez
Edible Arrangements / Savanna Hodes
Smartwater / Juan Silva and Delaney Gendron
Truth Initiative / Anti-Vaping PSA / Spencer Hogan, Bella Mac and Allie Weinstein
I Can’t Believe It’s Not Butter (Print) / Roshan Gupta and Maddie Otero
Allianz Travel Insurance / Sydney Sam and Hannah Jacobbe
QuietOn / Ethan Jones and Atenas Vijil
Runderwear / Callie Oden
I Can’t Believe It’s Not Butter (TV) / Roshan Gupta and Maddie Otero
FTND Pull Back From Porn / Tyler Chapman
Unite America / Morgan Martinez
HONORABLE MENTION
Womanizer Logo / Morgan Martinez
Tuft & Paw / Morgan Martinez
Cry Wolf Logo / Morgan Martinez
Martinez Business Card / Morgan Martinez
Waze Logo / Kaitlyn Blan
Roshan Ocean Business Card / Roshan Gupta
Plan Blake Business Card / Blake Lyster
Stickermule / Juan Silva and Ethan Jones
ELF Cosmetics Logo / Juan Silva
Lovense Adult Toys Logo / Kaitlyn Blan
Acorns (Integrated) Maddie Otero & Morgan Martinez
Venmo /Juan Silva & Kaitlyn Blan
KILZ Primer / Spencer Hogan
RESY / Kayla Hanrahan and Savanna Hodes
Harry Potter World / Emma Georghakis and Will McKinnie
SXSW, short for South by Southwest, is an annual week-long event in Austin, Texas featuring sessions from countless industry professionals, film premiers, a creative expo, brand activations, comedy shows, music festivals, and more. Since it began in 1987 it has grown into one of the largest and most influential gatherings in the world for professionals from various industries.
Apart from it’s music festival, SXSW is especially renowned for its conference component, which covers a wide range of topics that include advertising, technology, film, music, and culture, featuring keynote speakers, panels, workshops, mentor meetings, and networking events.
Each year, Temerlin Advertising Institute sends a group of undergraduate and graduate students to Austin as part of a Special Topics class during the beginning of SMU Spring Break. The students are able to attend lectures on advertising trends, emerging technologies, and many of their other interests while also interacting with specific brands through their activations and experiencing first-hand how they use experiential marketing.
Get a quick glimpse at a day in the life at SXSW by checking out this video by TAI undergrads Samantha Brewster and Ava Ingram:
Some Top Sessions:
Although there were so many amazing sessions that it was hard to just choose a few, below are some of my favorite sessions from SXSW:
Beyond the Buzz: Navigating Hype Cycles in Advertising:
Led by Noor Naseer, the VP of Media Innovations and Technology at Basis Technologies, this session focused on understanding and effectively managing the lifecycle of trends within the advertising industry. The core idea revolves around the “hype cycle,” a concept that describes the typical progression of a new technology or trend, from its initial overenthusiasm through a period of disillusionment, and eventually to a more sustainable level of productivity and impact.
Consumers scroll 300ft per day which adds us to almost 21 miles a year. They are always looking for something new and novel. This includes places, people, products/services, ideas, etc. A lot of brand hype is often focused around a brand founder, more than the product itself because they serve as a “hype man.” People love a good story. But the most important part is timing. If you are too early with a product or service, you lose time and money, if you are late, others will grasp the lions share of the benefit.
The goal of this session was to help advertisers decern fleeting trends from those with long-term potential, emphasizing the importance of data-driven decision-making in this process. Some tangible ways to do this include using market signals, analyzing consumer behavior, and using tech and AI to predict which trends will stick. Additionally, Noor discussed the impact of hype cycles on marketing strategies, budget allocation, and the broader implications for brand positioning and consumer engagement.
Building Brands in the Unhappiness Era:
This session was a panel discussion with executives form Spanx, Olipop, and DailyPay where they discussed creating joy and building measurable increases in people’s wellbeing. It tackled the challenges and strategies for brand building in times marked by widespread consumer unhappiness and distrust. This era is characterized by economic uncertainties, political turmoil, social injustices, and environmental crises, which have collectively led to a decline in consumer optimism and trust in institutions, including brands.
The session explores how brands can navigate this complex landscape by adopting more empathetic, transparent, and value-driven communication strategies rather than continuing the negative narrative. It emphasizes the importance of understanding the root causes of consumer unhappiness and engaging with audiences in ways that demonstrate genuine commitment to making positive changes. Key themes include the shift from traditional advertising to more meaningful storytelling, the role of social responsibility in brand identity, and the need for authenticity in consumer engagement.
Spanx discussed the increase in responsibilities of working women over the past few years and how there is stressed caused by trying to keep up with it all. They try to create a solution to this by providing confidence inspiring clothing that can transition with working women throughout the day no matter their task. Olipop discussed the biology behind microbiomes and how there may be scientific reasons why people feel bad. They created their product to help solve this. DailyPay tackled the issue of financial uncertainty or anxiety by creating a product that helps people get paid what they have earned on their own terms.
Overall strategies discussed in the session involve leveraging data and insights to better understand consumer needs and expectations, fostering community and belonging through brand initiatives, and using technology and innovation to address societal challenges. The session also highlights the importance of internal culture in external brand perception, suggesting that brands must embody their values at every level of operation to build trust and loyalty with today’s skeptical consumers.
Ultimately, “Building Brands in the Unhappiness Era” provided a roadmap for brands to thrive by aligning with the values and concerns of their audiences, demonstrating a commitment to societal well-being, and finding the delicate balance between profitability and purpose in order to create consumer lifetime value.
Play as Brand Strategy:
This discussion with leaders from Adobe, Lyft, xDisney, and Cogs & Marvel focused on the innovative concept of integrating playfulness into branding and marketing strategies. This approach advocates for leveraging the intrinsic human love for play to create more engaging, memorable, and emotionally resonant brand experiences. The core idea revolved around the notion that when brands incorporate elements of fun, interactivity, and entertainment into their interactions with consumers, they can foster stronger connections, enhance customer loyalty, and differentiate themselves in a crowded marketplace.
Key topics covered in the session include the psychological underpinnings of why play is a powerful tool for engagement, examples of brands that have successfully implemented play into their marketing strategies, and practical tips for businesses looking to infuse play into their branding. The session also explores the balance between maintaining a professional brand image while introducing playful elements, ensuring that these strategies align with the brand’s values and audience expectations.
Some of the ways that play that can be utilized include gamification, interactive advertisements, experiential marketing events, and social media challenges. The discussion emphasized the importance of creativity and innovation in developing play-based branding strategies, as well as measuring the effectiveness of these initiatives through customer engagement metrics and feedback.
The ultimate goal is to provide consumers a place where they feel safe to mess up, where they can collaborate, and feel free, transformed, and rewarded for their time and engagement with the brand.
Activations:
Apart from the sessions there were also a number of super fun activations that TAI students were able to attend. Here are a few:
Sharpie x Papermate:
This activation took over an entire bar on Rainey Street. Visitors who attended were able to use the new Papermate and sharpie pens to draw on the walls, decorate coasters, hats, and bags, and even write personalized postcards to send to their friends and family. You were able to design our own drinks, using the many fun colors, and the bartenders would make your drink based on what you drew. There was also a fun patio area with various activities and a DJ.
Paramount+ Lodge
Taking over another bar on Rainey Street, the Paramount+ activation built up an additional two stories on top of the existing structure that housed various photo ops that were based on shows and movies on Paramount+. The overarching theme was based around a ski lodge feel and visitors were each given a badge when they entered that was made to feel like an exclusive VIP pass.
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LaCroix:
A bit of a walk from downtown, the La Croix house had a fun, summery atmosphere that had many photo ops, a live DJ, a bar to get your own LaCroix mocktail, and workers dressed in cute tennis outfits. Outside you could play in a ballpit pool, play cornhole, or just sit at a table and enjoy a refreshing water. They gave away cute tote bags, pop sockets, keychains, and more.
The Delta Lounge:
Taking over an upscale restaurant, stepping into The Delta Lounge was stepping into extravagance. Visitors were given two drink tickets and were able to sit anywhere at nice tables and booths where they were waited on by Delta staff. You could order delicious, chef-curated bites of their menu, and even grab a Starbucks drink from a corner booth where they featured flavors that could only be found in other countries. They also gave out tote bags, sweatshirts, hats and other fun goodies.
Celebrity Sightings:
There were also a few celebrity sightings at SXSW. These included but were not limited to:
Ryan Gosling on the red carpet at the Fall Guy movieJulie Bowen, in a session on brands leveraging celebrities for impactElijah Wood recording a live episode of his podcast, VisitationsSelena Gomez in a session on mental health discussing her brand, WonderMind
Tips and tricks:
This was my first year attending SXSW and one of the first things I would say when people asked me how it was would be, “overwhelming.” I stand by that. There is so much to do and see that it can be hard to decide where to go. The days can fill up fast, time flies, and you suddenly realize your feet are tired, only to check your phone and realize that you have walked over 7 miles that day without realizing it.
There is a bit of a learning curve, but a few days in, you get the hang of it. Here are a few tips and tricks I wish I would have had going in.
Plan Ahead: Before SXSW starts, take time to review the schedule and map out the sessions, panels, and events you want to attend. They will often be in different hotels or ballrooms so make sure that you plan to have travel time between. Some events and activations are only happening for a few days too, so make sure you take a look at the timing and prioritize so you don’t miss out.
TheSXSW app is a great tool for keeping track of your itinerary and any updates or changes to the schedule. It will also show you on the day of if a session is still open, filling up, or if it is full. This can help you know if you need to hurry up or if it isn’t worth it to walk across town anymore.
Download your schedule to your phone. Online and through the SXSW app, you can star your favorite sessions and events and build your personalized schedule. Once you have done this, you can download your schedule to your apple or google calendar and it will include the event info, times, and locations. This is super helpful for blocking out your schedule, especially when some events overlap or go all day. (I learned this after inputting it all manually for the first few days.)
SXXpress Pass. Some of the more popular SXSW sessions will have an option to claim a SXXpress pass. This pass will guaranty your entry to the session and allow you to go to a separate line that puts you in the front of the queue. The passes get released at 9am the day before the session and can be claimed on a first come-first served basis. So make sure you plan your sessions two days in advance and have your tabs open and ready for when you wake up in the morning in order to have the best chance of getting them.
Check-in: If you are coming into town on Friday, there is a late check in station. I highly recommend going in the evening instead of waiting to go in the morning. There was no line when we went and we heard that the lines were awful in the convention center the next morning. Also, be sure to fill out your profile and upload a profile picture ahead of time that is cropped to be like a headshot or ID photo. If you don’t have a photo or if it is not a clear photo of your face, you will have to take one there on their webcam… and trust me, the lighting won’t do you any favors.
Be Flexible: While it’s important to have a plan, some of the best SXSW experiences come from spontaneous decisions. Be open to changing your schedule based on recommendations from other attendees, intriguing events you learn about on site, or random pop ups or food stations you may just accidentally walk by.
Dress Comfortably: You’ll likely be on your feet and moving between venues throughout the day. Wear comfortable shoes and clothing appropriate for the weather. Check your weather app daily to know if you should pack an umbrella, etc. You don’t have to dress super professional, but make sure you are confident in what you are wearing because you never know who could be standing in a line next to you. Also, I recommend packing a light jacket or sweater to have with you because the temperature in the sessions vary and sometimes it may be a bit chilly.
Stay Charged: With long days and heavy use of your phone for scheduling, navigation, and social media, make sure you have a portable charger and a wall charger. (I forgot mine and I definitely regretted it.) There are some charging stations that can be found throughout SXSW but I wouldn’t rely on them.
Network Effectively: SXSW is a prime networking opportunity with professionals from a wide range of industries in attendance. Don’t be shy to introduce yourself and exchange contact information. Follow up with new connections after the festival to maintain those relationships. If you can, I would recommend having business cards on hand, or setting up a virtual business card in an app like HiHello that people can scan and exchange information with you.
Take Breaks: The pace of SXSW can be exhausting and use a lot of your social battery, so it’s important to take breaks to rest and recharge for yourself. Find quiet spots to relax during the day or take a night to turn in early and get solid sleep.
Explore Beyond Your Field: With such a diverse range of sessions and events, SXSW is the perfect time to explore topics outside your primary area of interest. You might discover new insights or innovations that could apply to your own field.
Stay Hydrated and Nourished: There are people handing out drinks or snacks all over the city. Make sure you are grabbing them when you see them. But make sure to drink plenty of water, not just cocktails and energy drinks, and have snacks on hand. Keeping hydrated and fueled will help you maintain your energy levels throughout the festival.
Takeaways:
Overall SXSW is highly recommended by everyone who went. It is such a fun and unique opportunity to experience new things and learn from top industry professionals. We were able to take away many insights that have already been implemented into student campaigns in various classes. The experience was invaluable.
TAI Professor Alice Kendrick and Mallorie Rodak (M.A. ’11) are helping visualize career pathways for multicultural advertising professionals in the U.S.
