PROGRAM FEATURE: Why SMU Students Should Consider Temerlin’s Graphic Design Minor

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.

INDUSTRY CONNECTIONS: Stone Boutique Partners with Campaigns Students

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.

ALUMNI UPDATE: Network with an Advertising Alumnus

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.

To learn more about The SMU Network or sign up, please visit: https://smunetwork.com/

AWARDS: 2020 SMU Advertising Awards Luncheon Winners

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.

2020 Award Recipients Include:

STUDENT AWARDS

Undergraduate Reader // ALLIE HARTMAN
Graduate Reader // PIPER HAMILL
Student Marshal // KAYLA GRIFFIS

Outstanding Achievement in Brand Management // MEGAN ROBERTSON
Outstanding Achievement in Digital Media // KAYLA GRIFFIS
Outstanding Achievement in Creative Advertising // ALLIE HARTMAN

TAI Outstanding Graduate Student // PIPER HAMILL

TAI Outstanding Graphic Designer // RANI VESTAL

Continue reading “AWARDS: 2020 SMU Advertising Awards Luncheon Winners”

INDUSTRY CONNECTIONS: Advertising Course Connects Students to Internships

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.

Thank you to all who participated:

Agency Entourage

Avocados From Mexico

Inspire

Launch Agency

LERMA/

MarketScale

RocketBrand

Slant Partners

The Power Group

The Richards Group

INDUSTRY CONNECTIONS: Campaigns Class Lands Global Orthodontics Client

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.

COURSE HIGHLIGHT: Responsibility and Social Entrepreneurship

The Responsibility and Social Entrepreneurship graduate course leads students to identify the agents of change in the industry, defines responsibility in the advertising field, and demonstrates how responsible advertising evolves into an agent of cultural change.

Dr. Sid teaches this course using the case-study method so that students learn the challenges and benefits of implementing a CSR strategy for a brand. More importantly, students apply studied concepts to a marketing problem faced by a real-world client. He explains: “personally, I enjoy teaching this class because social responsibility ties in with my research agenda (green advertising, domestic violence, etc.) as well as TAI’s mission of ‘Better Advertising, Better World.’ Furthermore, to teach students ‘strategic’ CSR and show how social responsibility can benefit the brand (not just financially), as well as its stakeholders, is truly satisfying. At one point CSR was a point-of-difference but now it has become the norm. However, the initiative’s success largely depends on how to integrate social responsibility objectives with that of the business. Trying to find that balance through unique ideas on a shoe-string budget is challenging but seeing the students’ creativity shine through the entire process is a great experience.”

Follow Dr. Sid on LinkedIn for his latest research in this field.

Click here to learn more about our graduate program.

STUDENT SPOTLIGHT: Introducing the 2020 SMU NSAC Adobe Team

By Kaleb Mulugeta

SMU’s Temerlin Advertising Institute is home to three undergraduate advertising tracks specializing in their respective disciplines: Creative, Digital Media Strategy and Strategic Brand Management. Mimicking an advertising agency setting, NSAC unites the three tracks to collaborate on a multi-media marketing plan while providing national exposure for students to land internships and full-time opportunities. Hillery Lemon ’19 recounts her time on last year’s winning team as “A really valuable experience. Especially as a creative student, because I got to work with the other advertising specializations and see what it really takes to put a campaign together. It’s so satisfying seeing your work do well!”

The National Student Advertising Competition (NSAC) is the premier collegiate competition founded by the American Advertising Federation (AAF). Led by Professor Amber Benson, each team is asked to devise a completely integrated campaign and pitches their work to savvy advertising professionals which are judged at the district, semi-final, and national levels. Prior NSAC clients include Ocean Spray, Snapple, Nissan, Coca-Cola, State Farm (and more). This year it’s Adobe. Yes, that Adobe.

Collaboration, presentation, and strategic planning are invaluable skills for students preparing to enter the ad industry. The SMU Ad Team exists to nurture these skills and give students a chance to present their work to a real client and a panel of industry experts. And we’ve been pretty successful. Last year, SMU won 1st place at the NSAC District 10 Competition and was a national finalist with an insightful advertising campaign for Wienerschnitzel.

The SMU 2020 Ad Team: Professor Amber Benson, Kathryn Chavez, Sarah Jane Eckelkamp, Jackson Ferris, Avery Fuller-Monk, Sebastian Gutierrez, Caillie Horner, Sarah Katsikas, Meryn Kennedy, Lauren Kobayashi, Erin McCraw, Abhinav Nadella, Ankita Padarthy, Riley Preston, Susan Slaton, Lizzie Venditti, and Whitney Wilkerson.


How do I join?

Temerlin’s highest-performing students need to apply to compete on the NSAC stage. Applications open each fall, keep an eye on your email. Pony Up Team Adobe!

ALUMNI UPDATE: Producing the iPhone 11 Keynote Film

Interview by Professor Mark Allen

Ask any advertising student (or professional) to name who’s on their career bucket list and most likely you’ll find Apple near the top. In the same league as brands like Nike, Volkswagen and Coke, the creative heavyweight from Cupertino consistently pumps out ads that are just as revolutionary as their products.

This September, Apple released its much-anticipated iPhone 11 Pro with a seriously beefed-up camera. To show off the device’s impressive new video capabilities, Apple asked TAI alumnus, Diego Contreras (’08), to create a short film for the official worldwide launch at the most recent Apple Keynote. With an iPhone 11 Pro and an extraordinary amount of talent, this is what he produced:

The new iPhone camera is incredible, no doubt. But one thing is even clearer to me: I still don’t expect my videos to look anywhere near this good—that is, unless Diego Contreras happens to be holding my iPhone.

I’ve kept up with Diego and his career ever since he was an art direction student of mine back in 2006–08. In addition to being a unique creative talent, he’s one of the kindest people you’ll ever meet. Whether it’s dinner when we find ourselves in the same city or giving advice to my advertising students via Skype, he always makes time in his busy schedule to catch up and give back.

One of my fondest memories of Diego was how he always found a way to have fun while working so hard. When he returned to our program as a senior, I asked him to lead our Fall Startup Meeting—our annual gathering of creative students after returning from summer break. Diego kicked off the event with a crazy video he shot and edited of him and a few other creative students wreaking havoc at a local grocery store on motorized carts. He even hosted a goofy awards show, featuring trophies that he made himself. He gave me the Vidal Sassoon Best Hair Award, made from an empty bottle of shampoo that he spray-painted gold. It was very much like Diego’s own version of The Dundie Awards. The point here is that Diego spent a ton of time creating a bunch of completely unnecessary content and made-up awards in order to foster a culture of fun and creativity around hard work. More than 10 years later, I still see the effects of Diego’s contribution to the culture of fun, hard work and camaraderie in our program.

Since graduating from SMU, Diego has worked for a truly impressive list of agencies. He started out as art director at Crispin, Porter + Bogusky in Boulder, then went to Anomaly in New York. He became an associate creative director at BBDO and then launched out on his own as a film and commercial director, currently working with Reset Content in LA. In light of his momentous project for Apple, I caught up with Diego and hit him with a barrage of questions:
Continue reading “ALUMNI UPDATE: Producing the iPhone 11 Keynote Film”