SMU Ad Team Leaders Expectations for Competition

2017 Ad Team members.

With their first workshop completed, SMU’s NSAC Ad Team has begun their work toward creating a campaign for Tai Pei Frozen Asian Foods. SMU’s Ad Team is broken up into four smaller teams: Creative, Strategy/Planning, Media & Research, and Account. Each team is headed by a team leader, who was chosen by Ad Team manager Professor Amber Benson. With Ad Team beginning, the four team leaders shared their expectations for what this semester will hold for them.

Laura Walsh, Executive Creative Director – Creative Team

“I am extremely optimistic for Ad Team this year. There’s so much talent in each area of the team. It won’t always be easy, but I am confident that we can use one another’s strengths and talents as well as Professor Benson’s experience to really succeed in April. As far as creative, I’m excited to see what we can do and how far we can push the envelope with Tai Pei as a client.”

Nicholas McCall, Strategy & Planning Director – Strategy & Planning Team

“I’m really looking forward to working with the members of the Ad Team. We’ve got an incredibly talented group of people with majors ranging from Digital Advertising to Marketing. Everyone has their own unique abilities that they are bringing to the table. It will be awesome to see how we are able to leverage those skills to develop the best possible advertising campaign for Tai Pei!”

Gifford Mellick, Research & Media Director – Research & Media Team

“I’m really excited to be a part of Ad Team this year, there are so many smart and talented people participating! We all want to do really well and I know all of the discipline leaders are super excited to work with our teams. Our client this year is very interesting and in a category that doesn’t get talked about that much. I can’t wait to see what our team comes up with in terms of research, strategy and creative. We have a pretty big group so I know a ton of great ideas are going to come out of this project. I really want to make it to nationals, getting out of our district will be tough but I believe our team and resources that we have at TAI and SMU will be a big advantage.”

Lex Pedraza, Group Account Director – Account Team

“I’m extremely excited to be a part of the Ad Team experience. With the new organizational structure put in place by Professor Benson this year you can definitely feel a renewed sense of excitement from the entire team. I truly believe this year we have the smartest, most creative and most dedicated students on our team and I’m looking forward to winning it all this year!”

From a leadership perspective, everyone has a positive outlook going into this semester. Ad Team will present their integrated marketing communications plan at the AAF District 10 Convention, ADVENTION, on Wednesday, April 5 in Fort Worth, Texas. The winning team(s) from each district will advance to the semi-finals competition in early May. Eight finalists will then compete for the national title at the annual ADMERICA conference, which will take place in New Orleans, Louisiana in early June. TAI is confident in Ad Team’s abilities and cannot wait to see what they come up with.

Introducing SMU’s 2017 NSAC Ad Team Members

This year SMU will be competing again in the National Student Advertising Competition (NSAC). Students were selected by Ad Team manager Professor Amber Benson to be a part of SMU’s award-winning Ad Team, Praxis. The Ad Team is broken up into four teams, including Creative, Strategy/Planning, Media & Research, and Account. These teams will work together to create a full campaign for this year’s client, Tai Pei Frozen Asian Food.

Ad Team members
Ad Team members shown in the order listed below. Not pictured: Matthew Smyth, Melissa Hodges, and Mariela Tanchez.

Creative Team:

Laura Walsh is the Executive Creative Director. She is an Advertising (Creative) and Marketing double major with a minor in Graphic Design.

Matthew Smyth is an Art Director/Copywriter. He is an Advertising major on the Creative track with a minor in Graphic Design.

Tiffany Giraudon is an Art Director/Copywriter. She is an Advertising (Creative) and Studio Art double major with minors in Graphic Design and Art History.

Abby Coon is an Art Director/Copywriter. She is an Art and Advertising (Creative) double major with a minor in Photography.

Melissa Hodges is an Art Director/Copywriter. She is a Marketing major with a minor in Advertising.

Christina Skertchly is an Art Director/Copywriter. She is an Advertising major on the Creative track with minors in Business Administration and Graphic Design.

Emma Clayton is an Art Director/Copywriter. She is an Advertising major on the Digital Media track.

Rachel Kainer is the Copy Chief. She is an Advertising major on the Digital Media track with Psychology and Sports Management minors.

Eric Sedeno is the Graphic Designer. He is an Advertising major on the Creative track with a minor in Graphic Design.

Kendall Krieger is the Video Producer. She is an Advertising (Digital) and Film double major.

Strategy/Planning Team:

Nicholas McCall is the Planning Director. He is an Advertising major on the Digital Media track with minors in Chinese and Statistics.

Cheyenne Tilford is the Strategy Manager. She is an Advertising major on the Strategic Brand Management track with minors in Fashion Media and Arts Entrepreneurship.

Joanna Fennessey is an Integrated Strategist. She is an Advertising major on the Strategic Brand Management track with a minor in Psychology.

Cooper Wildeson is an Integrated Strategist. He is a Marketing and Advertising (Digital) double major.

Paige Brown is an Interactive Strategist. She is an Advertising major on the Digital Media track with a French minor.

Rebecca Romero is an Interactive Strategist. She is an Advertising major on the Digital Media track with minors in Psychology and English.

Sara Jane Stephens is an Experiential Strategist. She is an Advertising major on the Strategic Brand Management track with a minor in Spanish.

Amy Cooley is an Experiential Strategist. She is an Advertising (Strategic Brand Management) and Spanish double major.

Media & Research Team:

Gifford Mellick is the Research & Media Director. He is an Advertising major on the Strategic Brand Management track with a minor in Statistics.

Peyton Turbeville is the Insights Manager for Primary Research. She is an Advertising (Strategic Brand Management) and Psychology double major.

Gyeryeong Kim is the Insights Manager for Secondary Research. She is an Advertising major on the Digital Media Strategy track.

Chad Brennecke is the Business Analyst. He is a Marketing major with an Advertising minor.

Yuan Yuan Wu is a Media Planner. She is an Advertising major on the Strategic Brand Management track.

Emma Flores is a Media Planner. She is an Advertising pre-major.

Account Team:

Lex Pedraza is the Group Account Director. He is a Markets & Culture major with an Advertising minor.

Jessica Giraudon is the Project Manager. She is an Advertising major on the Strategic Brand Management track.

Donald Conkey is the Assistant Project Manager. He is a Political Science major with an Advertising minor.

Mariela Tanchez is the Production Manager. She is a Communications major with an Advertising minor.

Margot Wynant is a Business Development Manager. She is an Advertising major on the Digital Media track with a minor in Graphic Design.

Alex Gurasich is a Business Development Manager. He is an Advertising major on the Digital Media Strategy track.

Four of these Ad Team members, not yet decided, will be selected to present the team’s work in a 20-minute long presentation to a panel of judges made up of industry experts at each level of competition – first at the District level in Fort Worth, TX in April, then (if they advance) at the National level in New Orleans, LA in June.

TAI & AAF Dallas Co-Host Breakfast Event with Government Affairs Speaker Clark Rector

Wednesday, September 21, Temerlin Advertising Institute, joined with AAF Dallas and 4A’s, hosted an event called “Broccoli for Breakfast.” The event offered breakfast to all attendees and a guest speaker Clark Rector, EVP Government Affairs for AAF, and his lecture “A Targeted Industry in an Unpredictable Political Environment.”

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Speaker Clark Rector at the podium.

As the EVP Government Affairs for AAF, Rector is in charge of the grassroots lobbying efforts of the AAF and its’ members. They have been successful in defeating ad tax proposals and other threats to the advertising industry in Congress.

Many industry professionals, including various TAI professors, made their way to the SMU campus to hear Rector speak about the effects of politics on the advertising industry and what the advertising community can do to get involved.

“I really enjoyed Clark’s speech about the role of advertising in our local and national economy,” TAI Professor Eunjin (Anna) Kim said. “As he said, people think [about] advertising negatively, such as advertising promotes materialism, ignores fundamental needs but creates unnecessary desires, and deceives consumers. It’s not easy for us to think about positive side of advertising, even for me. As an advertising faculty, I can say, ‘well advertising provides information, educates consumers, and even sometimes is entertaining.’ But that’s all that I can think of. I haven’t really thought about the economic role of advertising. It creates millions of jobs and boosts sales, representing 15% of the total economic output in the State. Advertising indeed pays a vital role in our society, just like the event name, ‘Broccoli for Breakfast’!”

Attendees in the Martha Mack Proctor Ballroom at SMU.
Attendees in the Martha Mack Proctor Ballroom at SMU.

TAI is passionate about staying informed on all current topics in the advertising industry, hosting guest speakers periodically throughout the year.

TAI Students Participate in the 2016 Most Promising Multicultural Students Program

TAI students Marissa Lopez (’16) and Tien Dang (’16) were selected for the AAF’s Most Promising Multicultural Student(MPMS) Class of 2016. The program, held from February 15th to February 18th at The Roosevelt Hotel in New York City, selected only 50 students from across the country to participate. Read about Marissa’s experience:

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“Being a part of the Most Promising Multicultural Student Class of 2016 was one of the most rewarding experiences I’ve ever had. It was truly an honor to be selected by the AAF as one of 50 students from across the country. I left the weeklong networking immersion program, with a whole new perspective and respect for the industry. MPMS opened my eyes to understanding what a truly incredible and passionate industry advertising is. The individuals I met over the week, from professionals to other students were all extremely inspiring. From learning how to embrace diversity in advertising to the best ways to go about starting your career in the ad world, everything I learned from speaking with and listening to these individuals are things that will help me in my career for the rest of my life.

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Overall this program was extremely helpful for someone approaching graduation and looking to start his or her career in advertising. Some of the best takeaways from the program were to never stop learning, take risks, and to stay true to oneself. I believe that with this knowledge in mind the possibilities are endless. This program has allowed me to connect with agencies I had never thought about interacting with until I was standing in front of their table during a recruiters expo or standing in their very own office during our daily agency visits. Wonderful professional connections were made over the course of the week and so much knowledge was gained. However, most importantly I formed life long connections with my fellow MPMS Class. We are the future, and I can’t wait to see where each of us ends up. ”

 

TAI Students Win Big at the 54th Annual AAF American Advertising Awards local competition

Written by: Willie Baronet BaronetWillie

TAI students Mackenzie Cimala, Tien Dang, Samantha Butz and Mallory Massa won the majority of honors in the Student category of the 54th annual American Advertising Federation (AAF) American Advertising Awards (formerly the ADDYs) local competition, hosted by AAF-Dallas on February 18 at Gas Monkey Live in Dallas.

Of the 15 awards presented to college students at this year’s competition, SMU won a total of seven in four categories, including three gold, one silver and three bronze awards. Senior Mackenzie Cimala won five awards, the most of any university student in the contest, including three gold and two bronze awards; gold-winning submissions automatically advance to the district level competition in Lubbock, Texas, April 14-16. Tien Dang was co-winner for two of Mackenzie’s entries, Sam Butz won a silver, and Mallory Massa won a bronze. Images of their winning work is pictured below.

“It is wonderful to see the students showcase their talents to the DFW advertising industry, as well as their parents, Temerlin alumni and their professors,” said Dr. Steve Edwards, director of the Temerlin Advertising Institute. “Awards are just one indicator of the quality of not only the students, but the dedicated agency executives and academic experts teaching in the program. We are so proud of Mackenzie Cimala for a truly outstanding performance! She, Samantha Butz, Mallory Massa and Tien Dang all have bright futures in the industry.”

Edwards noted that the students’ work follows that of many prominent TAI alumni, “including David Drown and Megan Lee, who each won multiple awards in the professional categories. We are especially proud of work by former TAI master’s student Arturo Lee and his team at Dieste, a Hispanic marketing agency. Their campaign, titled ‘Adoptable Trends,’ received a gold award in the Online/Interactive category and was named Best of Show.”

Willie Baronet, the Stan Richards Professor in Creative Advertising, said, “I am so proud of the achievements of Mackenzie, Sam, Mallory and Tien! I’ve watched them develop from wide-eyed newbies in Intro to Creativity into creative forces to be reckoned with. I’m confident this is only the first of many shows that will feature their work, and the work of many of their classmates! I’m honored to be a part of the Temerlin team here at SMU.”

“I was so honored to be one of the winners,” said Cimala, who took home five awards. “As a double major in both creative advertising and studio art and minor in graphic design at Meadows, I’ve been able to gain the skills and artistic perspective that enabled me to develop portfolio pieces worthy of ADDY awards. The feedback in our portfolio classes from fellow students, TAI professors and Dallas advertising creatives has been invaluable and allowed me to improve my work. TAI has given me a great academic experience that has also prepared me for the real world ahead.”

Over 950 entries were submitted this year from more than 70 Dallas advertising agencies and universities. Judges were Stephen Cargile, principal creative designer at Walt Disney Imagineering; Eunie Kwon, interactive design director at Mirum Agency; and Marcelo Padoca, creative director and copywriter at The Community (formerly La Communidad)

 

addysgroupFaculty, friends and family were there to cheer on the winners!

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Left to right: Mallory Massa, Mackenzie Cimala, Sam Butz

GOLD AWARD

CLIENT:                    Bowen House

CATEGORY:             Elements of Advertising – Logo Design

CREDITS:                 Mackenzie Cimala ’16, Designer

Screen Shot 2016-02-28 at 12.25.39 PMCLIENT:                    Fig & Olive – Logo design

CATEGORY:             Elements of Advertising – Logo Design

CREDITS:                 Mackenzie Cimala ’16, Designer

Screen Shot 2016-02-28 at 12.25.12 PMCLIENT:                    Fig & Olive – Olive oil bottle

CATEGORY:             Product or Service Sales Promotion – Packaging

CREDITS:                  Mackenzie Cimala ’16, Designer

Screen Shot 2016-02-28 at 12.25.20 PMSILVER AWARD

CLIENT:                  Dr. Frommholtz’s Candy (fictional line of novelty jelly beans)

CATEGORY:            Product or Service Sales Promotion – Packaging

CREDITS               Samantha Butz ’17

Butz_Dr. Frommholtz's Candy_2BRONZE AWARD

CLIENT:                     MiraLax – “This Too Shall Pass”

CATEGORY:             Print Campaign – Magazine

CREDITS:                 Mallory Massa ’16

Screen Shot 2016-02-28 at 12.26.39 PM243CLIENT:                     BarkBox

CATEGORY:              Print Campaign – Magazine

CREDITS:                 Mackenzie Cimala ’16, Art Director  ;  Tien Dang ’16, Copywriter

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TAI Student Tien Dang Completes Internship at Publicis HCG in NYC

In February, SMU Advertising major (’16) Tien Dang was selected for the 2015 Multicultural Advertising Internship Program (MAIP). Read about her experience summer internship experience below. IMG_6731

“This summer, I interned at Publicis HCG. I was also a part of MAIP (Multicultural Advertising Internship Program). In simpler terms, I participated in an intensive advertising internship. From 9am-5pm, I’d work on projects at my internship. This ranged from planning social events for the office, to writing copy for clients, and even working on an unbranded depression app for the Apple Watch for our intern project. At 5pm, I’d go home to grab dinner and would continue to work from 6-10pm, sometimes even later on MAIP’s project partnering with Weiden + Kennedy on a Nike campaign.

IMG_6246My first day in New York was a scene right out of a movie. I managed to get myself to Target via subway, but had no idea how to get back home. The Uber driver who picked me up not only offered me his mixtape and a date the following weekend, but also dropped me off no where near where I needed to be. My phone died and my friends that I somehow managed to find accidentally put me on the wrong train home. When I finally made it back, I realized that between lugging my purchases from Target around town, and grabbing dinner, I had lost my ID to get into my room. I was feeling discouraged, but was hopeful for better days to come.

IMG_6698As the summer moved forward, I became more acquainted with the city and the people that came with it. The one thing that I loved most about interning in NYC and being apart of MAIP was that I had 80 other friends who were experiencing the same things I was. We made each other laugh, cooked dinner when someone was too busy to feed themselves, and always made it a point to keep everyone motivated. As interns and fellows, we learned to work hard and save some time to play as well. We filled our free days with visits to Coney Island, stuffing our faces with delicious food at Smorgasburg, and appreciating all of the art that NYC had to offer.

By August, my internship was coming to a bittersweet end. MAIP celebrated with a week long Face of Talent program. Not only was I able to network with some of advertising’s best agencies, but I was also awarded ANA’s Multicultural Excellence Scholarship, which will help me finish out my last year at SMU. I left New York with a renewed passion for advertising, as well as an appreciation for how far I had come that summer. There aren’t many things I know for certain, but I do know that this isn’t the last that New York has seen of me.”

The 4A’s Multicultural Advertising Intern Program (MAIP) connects aspiring diverse entry- level advertising professionals with prestigious advertising agencies. Since its inception in 1973, MAIP offers multicultural students a unique paid, full-time summer internship at 4A’s participating agencies nationwide, combining real-world work experience, networking opportunities within the industry, and a valuable professional credential to better position themselves in the marketplace. Simultaneously, the program offers advertising agencies the opportunity to access top talent and strengthens the 4A’s efforts to enhance the workforce diversity of our industry.

The 2016 MAIP application deadline is October 30, 2015.

Congratulations to National Student Advertising Competition Team!

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Students from the Temerlin Advertising Institute competed with 18 other universities in the 2015 American Advertising Federation District 10 Convention.
Congratulations to the members of the National Student Advertising Competition Team on their third place finish this weekend!
Led by Professors Peter Noble and Willie Baronet, the students did an amazing job representing SMU and we are proud of all the work that they put forward this semester to make it happen.
Also at the convention, Dr. Carrie La Ferle represented SMU as member of the Keynote panel. Dr. La Ferle along with other noted national leaders from the BBB and FTC presented at the Keynote Luncheon on Advertising Ethics and Truth In Advertising. Way to go SMU!
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Finally, TAI undergraduate Sarah Campbell won the AAF 10th district O Joe Russell Scholarship!
All-in-all a pretty spectacular weekend!
Dr. Edwards

TAI Student Awarded Sam Bloom Memorial Scholarship from AAF Dallas

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Vince Wagliardo receives Sam Bloom Memorial Scholarship

Vince Wagliardo, a senior Temerlin Advertising Institute major, was this year’s recipient of the Sam Bloom Memorial Scholarship which is awarded each Spring by the AAF Dallas Foundation. The Sam Bloom Memorial Scholarship is designed to recognize, promote and encourage academically talented students of advertising and related disciplines, helping them to complete their college studies. Reflective of the competitive world of business, the $2,000 award was granted on a comprehensive basis rather than solely by recommendation of the attending college or university of the recipient. Vince was evaluated based on work samples, application essay, recommendations, and academic record. Please join TAI in congratulating Vince on receiving this exciting award!

TAI Creative Students Win American Advertising/ADDY Awards

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SMU Students win local American Advertising Awards

Students at the Temerlin Advertising Institute at SMU’s Meadows School of the Arts won multiple honors, including Best of Show, in the Student category of the annual American Advertising Federation (AAF) American Advertising Awards local competition, hosted by AAF-Dallas on February 26 at the Hyatt Regency Dallas. The awards were formerly known as the ADDYs.

The American Advertising Awards are the advertising industry’s largest and most representative competition, recognizing and rewarding creative excellence in the art of advertising. Every year more than 50,000 entries are submitted in local American Advertising Awards competitions. The Student American Advertising Awards, sponsored by the American Advertising Federation and National Ad 2, are a sub-category designed especially for college students. Applicants must be enrolled full- or part-time in an accredited U.S. educational institution.

SMU students won awards in three categories, including one bronze, one silver and one gold. The gold-winning entry, a digital/mobile app developed for Einstein Brothers by Mackenzie Keck (B.A. ’14), was named Student Best of Show.

The SMU winning entries were as follows:

BRONZE AWARD

CLIENT: Scotch Blue Painter’s Tape
CATEGORY: Consumer/Trade Publication Campaign
CREDITS: Alexandra Nowlin and Jaimmy Koroma

SILVER AWARD

CLIENT: Dallas Zoo
CATEGORY: Non-Traditional Campaign
CREDITS: Mackenzie Keck and Paul Curry

GOLD AWARD AND STUDENT BEST OF SHOW

CLIENT: Einstein Brothers
CATEGORY: Digital-Mobile Apps
CREDITS: Mackenzie Keck

“We are proud of the work done by these imaginative and enthusiastic Temerlin students,” said Dr. Steve Edwards, chair of the Temerlin Advertising Institute. “There is no greater visibility for advertising students in Dallas than receiving these beautiful awards in front of 1000 professionals.”

Mackenzie Keck, an advertising/creative major with a double minor in film and graphic design, said she was thrilled to have won both a gold and Student Best of Show. “I am especially honored because there were so many outstanding student entries this year,” she said. “The creative program at SMU Temerlin has helped me so much – it provides well rounded training that most other schools don’t have. It lets us get an undergraduate degree and develop our portfolios at the same time.”