TAI Creative Advertising Students Meet with Industry Professionals for Critique

On Monday, September 12, first-year TAI Creative Advertising students in Professor Mark Allen’s Concepting class were given an opportunity that many students will never get – to show their work to multiple industry professionals and get feedback from people who are currently working in the field.

Professor Allen calls it “Speed-Dating Critique.” Each professional is stationed at a separate table to speak one-on-one with the students, who will each have a stack of 50-60 concept sketches loosely organized by similar concepts and themes. Students spend roughly ten minutes with at least three to four different professionals throughout the class period, receiving feedback on which of their ideas are most promising.

Professor Allen's Concepting class during "Speed-Dating Critique."
Professor Allen’s Concepting class during “Speed-Dating Critique.”

“I do this event twice every semester,” Professor Allen said. “But this time the response from the local advertising community has been overwhelming—we typically have 4-5 professionals volunteer to review work, but this time I [had] 14-16!”

Some of the professionals who participated in the critique include: Steve Grimes, Creative Director (CD) at The Richards Group; Shelby Tamura, Art Director (AD) at The Richards Group; Dr. Ben Wyeth, Copywriter at The Richards Group and SMU Adjunct Professor; Randall Kenworthy, Freelance Copywriter; Greg Hunter, Group Creative Director (GCD) and Principal at Firehouse; Julie Bowman, Senior CD at Slingshot; Jose Benitez, Senior Copywriter at Dieste; Arturo Lee, AD at Dieste; Jason Shipp, GCD at Moroch and SMU Adjunct Professor; Matt Villanueva, Associate Creative Director at Moroch; and Matt Lindner, Copywriter at Moroch.

“I gained some priceless advice after talking with industry professionals during Concepting,” sophomore TAI student Jolie Guz said. “I still cannot believe that in my third week in the Creative program, we were able to put our work in front of art directors and copywriters from The Richards Group, Moroch and more. I am looking forward to being able to meet more and more Dallas area creatives during my time in Temerlin!”

Several of these advertising professionals are alums of TAI, having attended SMU for their undergraduate and/or graduate degrees. Having successful professionals visit an undergraduate class to provide input on student work is an incredible experience. However, having successful professionals who were once in your exact same position (in the same program at the same school) is an invaluable experience, providing students with even more motivation and confidence to be successful in their careers after graduation.

The Temerlin Advertising Institute offers students the opportunity to earn a BA in Advertising while specializing their knowledge in one of three key industry areas: Creative, Digital Media Strategy, and Strategic Brand Management. The major is designed to provide students with the optimal blend of theory and practice. Learn more about the major and specializations here.

TAI Alum Jordan Kretchmer’s Company Livefyre Acquired by Adobe

Credit: Branding Magazine
Jordan Kretchmer (’06) Photo Credit: Branding Magazine

In July of 2009, TAI Alum Jordan Kretchmer (’06) founded Livefyre, a content marketing and engagement platform. In the past seven years Livefyre has grown tremendously, acquiring customers like CNN, Coca-Cola, Major League Baseball, and Cisco. Due to their growing success, Livefyre caught the eye of Adobe, who has since acquired and integrated it into their Adobe Experience Manager.

In his time at SMU, Kretchmer was a member of Praxis, SMU’s award-winning Ad Team, for two consecutive years. He served as Vice President and Creative Director and was a presenter for the Visit Florida campaign, which won the 2004 National Championship in the American Advertising Federation’s National Student Advertising Competition.

Kretchmer had a successful career in advertising before founding his company. He worked as an Art Director at Tribal DDB, VP Associate Creative Director at Mullen, Associate Creative Director at Butler, Shine, Stern & Partners, and Vice President Brand at Current TV. He is also currently on the Board of Directors at Mashable and is a Venture Partner at Draft Ventures and will continue his work as CEO of Livefyre, while also working with Adobe.

After being acquired by Adobe in May, Livefyre became a product available within the Adobe Experience Manager, as well as remaining a stand-alone service outside of Adobe. According to Adobe, “[Livefyre is] an all-new capability of Adobe Experience Manager that lets you tap into everything shared on the web to create a constant flow of fresh and high-quality content on your own sites.”

Photo Credit: Ken Yeung/VentureBeat
Photo Credit: Ken Yeung/VentureBeat

The purpose of Livefyre is to allow companies access to user-created content in one aggregated location. Originally Livefyre was created as a commenting platform, where companies can gather all the comments being posted online about their product, service or event, in one place. Many of the major news sources, including Fox News and CNN, use this aspect of Livefyre to display comments during live events, like political debates.

In an interview with Branding magazine, Kretchmer explained “when you integrate user-generated content with professionally-created content you get to tell your story alongside all of your best fans.” Livefyre was created to be this solution for brands, and now the company that Kretchmer created from scratch seven years ago is providing that solution to some of the biggest brand names on one of the biggest platforms available, Adobe.

TAI Alumna Spotlight: Jena Jessen, Designer for the Dallas Mavericks

Jena Jessen (’12) had a long-time dream realized when she was hired as a designer for the Dallas Mavericks in June. In her position, Jessen is responsible for creating graphics, collateral, presentations, infographics and logos for the team. With an average home game attendance of 20,000, and more than 65 million fans internationally, designing for the Mavericks is no small job.

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TAI alumna, Jena Jessen (’12), designs infographics, logos and other collateral for the Dallas Mavericks.

Jessen graduated from SMU’s Temerlin Advertising Institute (TAI) with a BA in Advertising in December 2012. During her time in TAI’s creative advertising program, she learned several valuable lessons that she has carried with her during her career:

  1. Keep pushing your work further until it is great
  2. Condition your craft
  3. Have a great portfolio site

Under the leadership of the TAI creative faculty, Jessen learned how to “push through the junk until [she] landed at a great idea.” She also learned that conditioning and self-discipline are critical to being successful in the industry. Jessen notes that conditioning is different from motivation, which is fleeting. Like the athletes she now designs for, Jessen conditions her craft through both work and freelance projects to make sure she is staying engaged in the discipline and growing as a professional. Having a great portfolio hosting platform to showcase work is helpful as well. Jessen recommends Cargo Collective, which she was introduced to at TAI.

Jena & DirkJessen’s journey to Victory Park has included stops at Dallas agencies such as MEplusYOU, where she interned, and Speck Communications, where she served as a full time Art Director. She credits her time with these agencies, as well as the knowledge and skills she learned at the Temerlin Advertising Institute, to her landing the position with the Mavericks.

Jessen also serves as the Creative Chair for Ad2Dallas, an affiliate of AAF Dallas, whose mission is to strengthen the skills and connections of Dallas advertising, marketing and public relations professionals age 32 years and younger. For more information on Ad2Dallas, including upcoming events, visit: http://aafdallas.org/ad2dallas/.

TAI Alumna Launches Startup Promoting Tourism in Developing Cities

Temerlin Advertising Institute alumna Karissa Jobman (’13) is combining her advertising acumen and love of travel through Bucket, a startup aimed to boost tourism activities in Quito, Ecuador and other developing cities. BucketLogoAbout Bucket
“Bucket started out of a vision to share the culture of Latin America with the world by making tourism more accessible to international markets” says Jobman. This vision came to her and fellow co-founder, Daniel Pino, through a serendipitous meeting while the two were working for Southwest Airlines in Dallas, Texas. In October 2014, their vision became a reality when Quito’s Tourism Bureau selected Bucket as a recipient of their tourism innovation competition.

Bucket’s purpose is to promote tourism in developing cities through partnerships with the top attractions in each city, providing technologically accessible, discounted, convenient ways to travel the world. Bucket combines entrance tickets to the top attractions in each partner city, offering one Bucket Pass with full access to each attraction at a discounted price. Travelers can purchase the pass online or by mobile device. The Bucket app also features attraction information and trips.

Bucket launches today, July 23, in Quito, Ecuador. Tickets go on sale August 10.

About Jobman
Karissa JobmanKarissa Jobman came to SMU from Omaha, Nebraska to study advertising at the Temerlin Advertising Institute. She first visited South America through the Alternative Breaks program to Ecuador, then spent a semester of her junior year studying abroad in Buenos Aires, Argentina.

Jobman graduated from SMU with a BA in Advertising in December 2013. After graduation she interned with Southwest Airlines in the Community Affairs and Grassroots department, where she met her Bucket co-founder. As the CPO of Bucket, Jobman uses her advertising expertise to create an enhanced digital experience, as well as manage the brand and product development of the company.

You can follow Bucket on Twitter @BucketPass and Facebook.

TAI MA Alumnus Wins at Cannes

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What do you do when a no kill Animal Shelter in DFW turns to you increase exposure for the many animals looking for a loving home? If you’re Arturo Lee (MA ’14) and the team at Dieste, you create an award-winning campaign!

About the Campaign
Adoptable Trends is a proactive campaign for Dallas Pets Alive!, a no kill shelter servicingdpa_trends_dieste-01 the DFW area. The talented team at Dieste came to the conclusion that the main reason most of these dogs don’t get adopted is due to their lack of exposure online. If people could only look at their adorable faces for even a second they might be more inclined to adopt. By redirecting the online traffic that daily trends get, Dieste was able to shine a spotlight on dogs that would otherwise stay homeless. How did they do this? By simply renaming the dogs after new trends and tagging them around social media. Dieste also created some funny films in order to push the campaign even further. This idea was engineered by Jose Benitez, Sr. Copywriter; Francisco Arranz, Sr. Art Director; and TAI MA Alumnus Arturo Lee, Jr. Art Director.

Accolades
The campaign has done well at many festivals, and has won such merits as 2 shortlists at The Wave, 2 Silvers at the USH Idea Awards, 2 Silver SOL Awards, and most recently 3 shortlists at Cannes, 1 Bronze Lion in Cyber for Best Use of Social Data & Insight, and a Silver Lion in Media for Best Use of Digital Content.

About Arturo Lee
Arturo Lee was born in Mexico City and moved to Houston, Texas at the age of 8. Hebiopic attended Texas A&M University where he received a Bachelor’s in Business Administration in Marketing. From there, Arturo attended the Temerlin Advertising Institute at Southern Methodist University where he received his Master’s Degree in Advertising. Upon graduation he began working for Dieste, first as an intern and then as a Junior Art Director. You can follow Arturo on Twitter @arturolee4.

TAI Alumna Gives Back: Erin Hedrick of The Richards Group

TRGHomeDepot
On June 18th, I had the incredibly opportunity to participate in the 10th Annual Home Team Build here at The Richards Group. As a recent graduate of the Temerlin Advertising Institute at SMU, I was excited about joining the working world, but was nervous about that whole “work/life balance” everyone kept talking about. Community service has been an ongoing theme and hobby in my life, and I wasn’t sure where that would fit into a busy, new schedule. But when I joined The Home Depot account at TRG, I was thrilled to learn that I was joining a team of people who were equally passionate about giving back.

Years ago, The Home Depot committed to an annual day of service to help those in need. In response, the team of people working on The Home Depot account here at The Richards Group decided to make the same commitment. For ten years, the Home Team has raised money and fixed up the homes of local Dallas families in need of a helping hand. And this year, we took on two houses, instead of one.

I pulled up to work at 6:00 in the morning, and was greeted by my surprisingly enthusiastic-for-it-being-so-early coworkers. We got on the bus and headed to work. We ripped up carpets. We chipped off old paint. We installed brand new appliances. We got dirty, sunburnt, and wow are we sore. But none of that mattered when the homeowners walked through the door at the end of the day, because we realized the difference that our work had made.

My education at TAI showed me that this is an industry where there are unlimited opportunities to give back, you just have to have the courage to take them. And boy, am I glad I did.

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About the Author
Erin Hedrick is a 2015 MA in Advertising graduate from the Temerlin Advertising Institute at SMU, with a BA in Film & Media Arts. She currently works as a Brand Manager for The Home Depot account at The Richards Group.

TAI Graduate with Dieste Pays Tribute to Advertising Greats

Arturo Lee, a 2014 graduate of the TAI Masters in Advertising program, is now working at Dieste, a Hispanic marketing agency in Dallas. He and a group of creatives at the agency recently put out a tribute to the great creatives in advertising. Read more about the project from Arturo:

LosDeADMen“Los DeAD Men”: A Dia de Muertos Tribute to some of the greatest creative minds.

“Ever since my graduation from TAI I have been fortunate enough to work at Dieste. Dieste is a USH full service agency that handles clients like Cricket Wireless, AT&T, Goya Foods, and Hershey’s.

It should come as no surprise just how important Dia de los Muertos is for a Hispanic agency, so to commemorate this great holiday, a few of the creatives came up with the idea to pay tribute to some of the greatest creative minds in the industry.

By creating caricature gifs, some of the industry’s figureheads came to life as their very own Catrinas (skull paintings). Each of these gifs were then mounted on their very own Tumblr and shared throughout social media.

The tribute turned out to be a great success as many of the people honored (along with their agencies), retweeted and shared the work online. It was a truly amazing experience to get a chance to work on something so unique and that involved many famous names like David Droga, Gerry Graf and Marcelo Serpa.”

TAI Student Danielle Olson Empowering Mayan Women Through Entrepreneurship in Valladolid Mexico

DanielleOlson

Next week Danielle Olson heads to Mexico to work for a nonprofit Dutzi Design which seeks to empower the Mayan women of Valladolid, teaching them entrepreneurship.

To support these efforts Danielle has organized a Trunk Show fundraising event to showcase these women’s handbags.

The event will begin at 8pm, June 3rd on the rooftop of the restaurant Sundown at Granada (which is located directly next to Granada theater), 3520 Greenville Ave, Dallas, TX 75206.

Two other companies will be showing their stuff including Commonwealth Couture, a designer vintage shop located in Snider Plaza. The other is jewelry designer Shona Gilbert who will be showcasing her work. Live Hair Group (a hair salon across from the venue) will set up a booth that will do free hairstyles for all the guests.

All are invited to come and support this great cause!

We love seeing our Temerlin Advertising Students changing the world! Way to go Danielle.