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!
On April 17-19, Southern Methodist University had the honor of hosting the National Student Advertising Competition (NSAC) for the first time on campus in 41 years. NSAC is a collegiate advertising competition sponsored by the American Advertising Federation (AAF). Two hundred seventy-five students participated in this year’s competition, representing 21 universities from Arkansas, Louisiana, Oklahoma, and Texas. These talented students developed a campaign for Proctor & Gamble’s Tide for this year’s competition and presented it to a panel of judges.
Temerlin Advertising Institute Professor Nicole Haddad directed and led this year’s team. The SMU team showcased its skills and creativity and secured a commendable fourth-place finish. Ben Perry, a student on SMU’s team, earned the impressive title of best presenter in the competition.
“Seeing myself and others be recognized for the hard work we put in not only this year but throughout our academic careers was truly invigorating. Winning best presenter was an honor that reflected not just my own efforts but especially those of my classmates and team in our pursuit of great work and determination to make each other better every day. Being a Temerlin student is a true blessing.” – Ben Perry
In conjunction with NSAC, Southern Methodist University hosted the AAF’s Mosaic Awards. Companies, agencies, and individuals from District 10 (Arkansas, Louisiana, Oklahoma, and Texas) were recognized. Twenty-one awards were given for their commitment and work to diversity and inclusion. Our Endowed Distinguished Chair and Director of the Temerlin Advertising Institute, Joe Phua, spoke at the ceremony.
Additionally, the American Advertising Federation hosted an awards ceremony for District 10, where students and faculty members were recognized. Dr. Mark Allen was awarded the “Outstanding Educator of the Year” award, which you can read more about [here]. Scholarships, a symbol of academic excellence, were also awarded to students. We are delighted to acknowledge three of our creative students who were among the recipients. These students include Spencer Hogan who was awarded the Jim Goodnight AAF scholarship, Ethan Jones who was awarded the June Cerrato AAF scholarship, and Kailyn Sawhny who was awarded the Harry Ottman AAF scholarship.
“I’m honored and excited to receive this award! Thank you to all the people who have guided me through this journey. I am so excited to further my advertising experience!” – Kailyn Sawhny
We were thrilled to host this year’s AAF National Student Advertising Competition and are incredibly proud of the SMU’s Tide team and faculty for all their recognitions and accomplishments.
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.
Throughout his career, Temerlin professor Dr. Mark Allen has worked as an art director and designer for clients including the History Channel, the New York Yankees, Norton/Symantec, Martha Stewart, The Walking Dead, A&E Networks, HBO, the U.S. National Parks Service and the Vietnam Veterans Memorial Fund. His work has been recognized for creative excellence in the Print Regional Design Annual and Applied Arts magazine and by the Promotion Marketing Association, the Illustrators Society of Los Angeles and the Dallas Society of Visual Communications. He joined SMU’s newly established Temerlin Advertising Institute in 2003, where he currently teaches various creative advertising courses. Allen recently shared his insights into his students’ work and the shift in teaching creative courses brought about by the pandemic.
“I knew that teaching creative studio-based classes virtually was going to be a challenge, but it was much harder than I anticipated. It was difficult to hold our weekly critiques—the lifeblood of our creative classes—on Zoom because we’re used to walking around the room, making notes, and drawing sketches on the work that plasters every available surface in the classroom. Losing the spatial, tactile dimension of what we do in the classroom was felt every time we met online. Additionally, there’s usually a lot of back-and-forth with the students. But humor and sarcastic banter are hard to pull off on Zoom when most of the class is on mute. More than anything, I miss hearing the flood of input from my students during a critique. They are so smart and so funny, and I depend on their eyes, ears and brains to back me up—and to challenge my ill-advised suggestions. Zoom only allows you to focus on one thing at a time: one voice, one image, etc. And I don’t usually run my classes like that,” Allen explains.
Temerlin’s graphic design minor provides a basic understanding and development of skills necessary for message design across various media. Topics and skill sets may include identity (logos, branding collateral material, packaging), digital (social, mobile, online media), publication (magazines, newspapers, books), and other areas of design.
Professor Cheryl Mendenhall, program director for the graphic design minor, explains, “Learning to become a better visual communicator can enhance a variety of career paths. It’s so much more than learning the software used in the industry. It is about cultivating your ideas; using design principles of composition and layout; and learning about typography, imagery and color choices along with a little psychology to best present your ideas.” Research confirms the demand for graphic design skills:
The U.S. market size for graphic designers is $12.7 billion.
A Content Marketing Institute study reveals that 51% of business-to-business marketers say creating visual content is a priority.
According to a Digital Trends study by Adobe, 73% of companies invest in design to make their brand more recognizable than their competitors’.
Research by iScribblers shows that visuals are processed 60,000 times faster than text and that it takes twice as long to process and recognize words.
This year the Temerlin Advertising Institute has expanded the minor to include two new-upper level electives, Image-Making and Graphic Design for Digital Media. Image-Making explores various styles and techniques to produce conceptually based imagery. The second course, Graphic Design for Digital Media, examines specific design challenges posed by various digital media and platforms, including issues of scale, color, typography, resolution, file sizes and color modes.
Preview recent student graphic design work:
Learn more and apply to the graphic design minor here.
Stone Boutique is a Dallas-based fine and rare stone showroom that brings cutting-edge slab technology to the interior design consumer. Owners Francisco and Margarita Acosta are dedicated to disrupting the industry by leveraging their patented technology to pioneer a new start-to-finish purchasing experience. They explain:
“For us, discovering a once-in-a-lifetime slab is a magical experience. Over the course of our first 30 years in the industry, we watched in awe as pieces forged by the history of the world’s most intriguing places were unearthed, only to be delivered to the customer through a lifeless, inefficient, and frustrating processes. It wasn’t good enough for the customer or for us.”
The Acosta’s aspire to increase sales, expand offerings globally, and roll out a proprietary process to revolutionize the consumer journey. They have partnered this fall with Professor Peter Noble’s campaigns course seeking a complete integrated marketing and messaging strategy to achieve this goal. “We partnered with Stone Boutique for two reasons. First, they provide our senior advertising students with an unusual challenge — their business spans both business-to-business and business-to-consumer product categories. And second, with their proprietary technology Stone Boutique has the potential to rapidly grow from a relatively recent start-up into a leading global brand. They’re poised to disrupt the entire stone industry. At this stage in their brand development, Stone Boutique was interested in raising and enhancing awareness of their revolutionary stone selection process,” Noble explains. Temerlin students are eagerly working on the campaign; two teams will present a plans book and virtual presentation to the client early next month.
Our students greatly benefit from working with real-world class clients such as Stone Boutique.
Careers in the advertising industry heavily rely on networking opportunities; jobs are often found through referrals, former colleagues, and various industry events and organizations. The Meadows School of the Arts recently conducted research that revealed current students want to engage with fellow alumni but don’t always know how to make the first step. With traditional agency tours, internships, and industry events on pause, the need for student networking opportunities is critical. Recently, SMU launched a new platform, The SMU Network, to bridge the gap between current students and alumni.
Nikki Koenig graduated from Meadows in 2005 with her B.A. in Advertising. She founded Cykochik, a handbag, apparel and lifestyle company, from her dorm room during her undergraduate degree at SMU. Koenig used the tools acquired through her advertising courses to build a successful brand and quit her corporate job to focus full-time on Cykochik in 2013.
While Koenig was an SMU student, she also interned at Group Baronet, now MasonBaronet, an agency owned by Willie Baronet. Baronet, now the Stan Richards Professor in Creative Advertising at the Temerlin Advertising Institute, joined SMU in 2014. Over the past sixteen years, they have remained close; now she regularly speaks to his Intro to Creativity students, and guest critiques many of his creative courses and senior portfolios.
“Koenig has inspired many of my students with her edgy and illustrative designs and her passion for brand building with environmentally sustainable materials,” Baronet explains.
Koenig now serves on the Meadows 2050 Council to engage and connect Meadows alumni with students and serves as a mentor for The SMU Network.
The annual TAI Awards Luncheon was held in a first-ever virtual ceremony on Friday, May 1st. The event included COVID BINGO, senior superlatives, a video produced by seniors (below), and culminated with the presentation of awards.
Outstanding Achievement in Brand Management // MEGAN ROBERTSON
Outstanding Achievement in Digital Media // KAYLA GRIFFIS
Outstanding Achievement in Creative Advertising // ALLIE HARTMAN
Last week the Temerlin Advertising Institute hosted its annual communications career fair, organized by Temerlin’s Sandi Edgar and held in conjunction with her Business Communications class. The evening began with Ivonne Kinser from Avocados From Mexico and Francisco Cardenas from LERMA/ breaking down their Super Bowl strategy and the cross-collaboration needed to produce their award-winning work. Students then met with agencies hiring for both full-time and internship positions.
Have a position you’d like to share with our students? Learn more here.
This fall, Professor Peter Noble’s undergraduate campaigns course partnered with the world’s largest manufacturer of professional dental products and technologies, Dentsply Sirona, for a unique B2B marketing challenge. In three teams, the students conducted three individual market analyses and audience surveys to conclude their capstone project with a fully developed marketing plan for how to increase visibility and drive attendance to the SureSmile multi-day education event. The winning team, Agency Incite, traveled to SureSmile 2020 in San Diego at the end of February to make their pitch live on stage.
“The submitted concepts provide valuable insights about our industry and user base. As creative strategies, they offer usable models, for example, to leverage user feedback or behavior or point out emerging trends and opportunities. For our company, this partnership returned significant assets in creative, research, and strategy,” said Dominique Mondou, Vice President Traditional and Digital Orthodontics.
Click here to learn more about campaign clients or contact Sandi Edgar for more information.
