Introducing SMU’S 2018 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. The Ad Team will be working together to create a full campaign applying the scrum methodology. This year’s client is Ocean Spray and the challenge is to drive relevancy of the brand for millennials across both food and beverages.

Ad Team members shown in the order listed below.

Hayley Banas is an Advertising major on the Strategic Brand Management track with a minor in Psychology.

Myla Borden is an Advertising major on the Strategic Brand Management track with a minor in Graphic Design.

Mary Charles Byers is an Advertising major on the Digital Media Strategy track with a minor in Graphic Design.

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

Rita de Obarrio is an Advertising (Digital Media Strategy) and Psychology double major with a minor in Business.

Harrison Fiveash is a pre-major in Advertising interested on the Strategic Brand Management track with minors in Communications and Arts Entrepreneurship .

Anne-Marie Geisler is an Advertising major on the Digital Media Strategy track with a minor in Fashion Media.

Conrad Li is an Advertising major on the Digital Media Strategy track.

Alissa Llort is an Advertising major on the Strategic Brand Management track with a minor in Psychology.

Alex MacKillop is an Advertising major on the Strategic Brand Management track with minors in Business and International Studies.

London Mercer is an Advertising major on the Digital Media Strategy track with a minor in Graphic Design.

Shelby Pointer is an Advertising major on the Digital Media Strategy track with a minor in Graphic Design.

Juan Reyes is a Corporate Communications and Public Affairs major with a minor in Advertising.

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

Sara Ann Whiteley is a Journalism major with a minor in Advertising.

Frank Zhang is an Advertising (Digital Media Strategy) and Mathematics double major.

Four team members 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 Corpus Christi, TX in April, then (if they advance) at the National level in Chicago, IL in June.

 

 

TAI Professor Mark Allen Judges BBB Video Contest

TAI Professor Mark Allen

TAI Professor Mark Allen was one of six local advertising professionals to act as a judge for the BBB Serving North Central Texas’s video contest. Students from seven local high schools created 1-minute PSAs about BBB’s services to illustrate the contest theme, “Be Smart. Be Informed,” to North Texas consumers.

Students from local high schools Berkner High School, Booker T. Washington High School, Lagrone Advanced Technology Complex, Lincoln High School, New Tech High School @Coppell, Richardson High School, and Rockwall High School were selected to participate in the competition because of their strong film, journalism, and audio video production programs.

“I was totally blown away by the talent of the students and the advanced capabilities of the winning high school programs—in fact, I had a hard time believing that these were just high school students,” Professor Allen said. “I was equally impressed with the teachers I met from Richardson High School, Berkner High School and New Tech High School in Coppell. I have been talking with all three since the competition and we are making plans to have their students visit SMU to discuss opportunities for collaboration between our students in the future. I’m hoping some of these students might consider applying to TAI’s creative track in the future—we’d sure love to have them.”

The videos were judged on production quality, creativity, the teams’ ability to market them, and effectiveness at representing BBB. The first phase of the contest took place online. The 17 videos submitted racked up an impressive 320,259 likes on this site. The second phase of the contest took place on one of BBB|NCTX’s Facebook pages, where students were encouraged to promote the videos among their friends on Facebook.

TAI Professor Peter Noble speaking at the BBB Video Contest Awards

The winning team was from New Tech High School in Coppell for their video titled, “Don’t be scammed by this guy.” Berkner High School and LaGrone Advanced Technology Complex placed in the top three. The schools of the winning teams will collectively receive $4,000 in donations to their Audio Visual programs. The students of the winning team will each receive a GoPro digital video camera and cash prizes. The winning video will be used in BBB|NCTX marketing efforts for 2018.

TAI also had an information booth at the BBB Student Video Contest Prize Ceremony on December 7.

TAI’s Dr. Anna Kim Visits San Diego for Association for Consumer Research (ACR) Conference

This October, TAI Assistant Professor Dr. Eunjin (Anna) Kim traveled to San Diego to attend the 2017 Association for Consumer Research (ACR) Conference, a premier marketing conference. She presented a paper titled, “Narrative Advertising Effectiveness: The Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness.”

“This project departed from a basic premise, such that it is highly unlikely that all narrative ads produce equal amount of effectiveness (e.g., positive affective responses and positive cognitive responses),” Dr. Kim said. “Nowadays, advertising plays in a very competitive attention economy where consumers’ attention span is very short like that of gold fish. Storytelling has emerged as a new currency for capturing customer hearts. Marketers and researchers have been trying to understand the power of the storytelling in order to move their customers through their branding/sales objectives. I believe my research makes a significant contribution to the topic of narrative advertising effectiveness.”

Dr. Kim has two co-authors on this project, Dr. Sidharth Muralidharan, TAI Assistant Professor, and Dr. Eunseon Kwon, Assistant Professor of Strategic Communication at Texas Christian University. A paper based on this project is currently under review at Journal of Business Research, a premier academic journal.

“I really liked this conference because it offered me an excellent opportunity to showcase my research and to meet other seasoned scholars in my research area,” Dr. Kim said. “This conference has recently started to publish the Journal of the Association for Consumer Research (JACR) exploring consumer behavior topics with a thematic approach. I got some cute gifts from the journal at the conference. At the end of the conference, we visited San Diego Air & Space Museum.”

Dr. Kim has published her research in the Journal of Advertising, Marketing Letters, Psychology and Marketing, International Journal of Advertising, Cyberpsychology, Behavior, and Social Networking, Mobile Media & Communication and others. She teaches Digital Media Strategy 1, Consumer Insight and Persuasion, Strategic Brand Management 2, and Media Measurements and Metrics.

TAI Faculty are among the most productive advertising scholars worldwide. Their research interests span current industry topics of interest, including narrative advertising effectiveness, humor advertising, socially responsible advertising, and virtual product experiences, to name a few.

Below are pictures from Dr. Kim’s time in San Diego.

TAI Sponsors AAF Dallas Shining Stars

Tuesday June 13, Temerlin Advertising Institute attended AAF Dallas’ Shining Stars Award Luncheon as the presenting sponsor of the event. The event honored twenty women in the Dallas advertising industry who have incredible ambition, work ethic, creativity, and leadership.

TAI was proud to be the presenting sponsor of this inaugural event and honor these extraordinary women in our local industry.

“AAF’s 2017 Shining Stars possess a range and depth of experience that is truly impressive,” TAI Professor Peter Noble said. “They are literally stars in the advertising business. They are also ideal role models for our students. SMU’s Temerlin Advertising Institute is proud to sponsor this important celebration of their achievements.”

The event was just one of many partnerships that Temerlin Advertising Institute is a part of in the Dallas area.

“The Institute strongly believes in supporting, rewarding, and recognizing advertising executives and are proud to sponsor this event,” TAI Director Steve Edwards said. “We are involved with industry organizations like AAF Dallas to help support future colleagues. We’re happy to help the AAF build industry in our market in any way we can.”

Click here to view this year’s Shining Star Recipients.

TAI 2016-2017 Student Awards

It’s been a wonderful year here at Temerlin Advertising Institute. With so many creative, industry, and SMU awards earned by our students, we could not be prouder. Along with external awards, we’ve recognized some of our students who go above and beyond what is required of them. Below are all the awards, external and internal, earned by our students during the 2016-2017 academic year.

INDUSTRY:

TAI Assistant Director Amy Dahmann and TAI Team Player Award Winner Matthew Smyth

4A’s Multicultural Advertising Internship Program (MAIP) – Idara Akpan

AAF’s Most Promising Multicultural Student – Marisol Moran-Sendra & Sofia Rosell

AAF American Advertising Awards (ADDYs) – Helen Rieger, Jackson Foley, Liz Martinelli, Morgan Hoff, Samantha Butz, Tiffan Giraudon

AAF Stickell Internship – Alex Gurasich

Advertising Education Foundation of Houston Scholarship – Matthew Smyth, Gyeryeong Kim

Alliance for Women in Media (AWM) Dallas Irene Runnels-Paula McStay Scholarship – Rita De Obarrio

DFW Interactive Marketing Association Scholarship – Rita De Obarrio

DSVC National Show Best Print Advertising Campaign & Best Copy – Morgan Hoff & Tanner Thompson

SMU:

TAI Professor Muralidharan, Assistant Director Amy Dahmann, and TAI Donald Carty Leadership Award Recipient Jessica Giraudon

SMU Mortar Board Top 10 Sophomore – Jolie Guz

Engaged Learning Project – Samantha Butz

Hunt Scholar – Jessica Giraudon

TAI Student Marshal at Graduation – Paige Brown

TAI Undergraduate Reader at Graduation – Tanner Thompson

TAI:

TAI Anchor Award – Julia Christen, Kelsi Jiang

TAI Donald John Carty Leadership Award – Jessica Giraudon

Face of TAI Award – Marisol Moran-Sendra, Tanner Thompson

TAI Optimizer Award – Helen Rieger

TAI Professor Mark Allen and TAI Resilience Award Recipient Laura Walsh

TAI Outstanding Academic Achievement in Creative – Helen Rieger

TAI Outstand Academic Achievement in Digital – Paige Brown

TAI Outstanding Academic Achievement in Strategic Brand Management – Marison Moran-Sendra

TAI Outstanding Graduate Student – Lauren Lombardo

TAI Resilience Award – Laura Walsh

TAI Responsibility Award – Idara Akpan, Rachel Kainer

TAI Service Award – Ryan Blitzer

TAI Team Player Award – Matthew Smyth

HONOR SOCIETIES:

Alpha Delta Sigma – Amy Cooley, Bari Kesner, Gifford Mellick, Greyeong Kim, Helen Rieger, Jessica Giraudon, Joanna Fennessey, Julia Christen, Laura Walsh, London Mercer, Marisol Moran-Sendra, Matthew Smyth, Nicholas McCall, Paige Brown, Rachel Kainer, Tiffany Giraudon

TAI Alpha Delta Sigma Honor Society Members

Kappa Tau Alpha – Arden Leone, Marisonl Moran-Sendra, Mustafiz Rahman, Paige Brown, Samantha Butz

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 Faculty Named Judge for Ethics Awards Program

Dr. Carrie La Ferle, Professor of Advertising for the Temerlin Advertising Institute, has been selected as a judge for the upcoming Greater Dallas Business Ethics Awards Program 2016. The selection of judges is based on demonstration and commitment to ethical practices, and include accomplished professionals representing the business, academic, public service, and consulting communities. Read her thoughts on being selected as a judge below:

CarrieLaFerle

“I am honored to participate as a judge in the Greater Dallas Business Ethics Awards. It is very rewarding to see businesses wanting to be more and do more for their employees, business associates, customers and the community at large. The companies that compete for this award are working to put integrity in business first, treating people as having value and not as a means to an end while also growing their businesses through trust and long term relationships. It is exciting to be a member of a city where ethics and integrity are on the hearts and minds of many of the businesses working to shape our economy and our communities.”

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The Greater Dallas Business Ethics Award was founded in 2000 and honors Dallas-based companies that demonstrate a measurable commitment to ethical business practices in everyday operations, management philosophies and responses to crises or challenges.   The purpose of the GDBEA is to hold those businesses up as examples and provide guidance and support to companies that wish to improve their ability to operate ethically and ensure ethics are an integral part of their culture.

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. ”