Congratulations to TAI Students Isaac Cordova and Will Sutter for achieving the TOP creative award in the Texas Central Bullet Train Short Film Competition! And thank you to everyone who voted them to first place, we are proud!
Visit texascentral.com to stream their award-winning video.
“I spent this summer working at Marina Maher Communications as a Digital Marketing Intern in New York City. At Marina Maher, I was able to work with big brands daily, such as Novartis and PlanB One Step. I conducted extensive research and in-depth analyses of different brands. I learned about the healthcare industry, and grew proficient in several tools including Brandwatch and Unmetric.”
ILSE AREVALO (May ’20)
“This summer I interned at Blu Creative, which was started by a Temerlin alum! I learned about influencer marketing and social media management on their digital marketing team. I organized photoshoots, created organic growth marketing strategies, and designed social media decks for two clients.”
WHITNEY WILKERSON (May ’20)
“This summer I interned at Southwest Airlines on the paid media team. I have learned about influencer management from an in-house perspective and worked with a team to coordinate an onsite influencer event!”
MARY ELIZABETH CORDIA (May ’20)
“As a social intern at the Infinite Agency, I have worn many hats this summer which has been incredible. I have been able to travel to shoots, work on social calendars and copy for clients, help build out audits for potential new businesses, to even creating and concepting an entire campaign for our intern project. Infinite is truly helping me create a future in advertising!”
VICTORIA JACKSON (May ’21)
“As an intern for the Dallas Cowboys, I’ve had the amazing opportunity to see advertising and branding play out on a large scale working for the NFL. I’m happy to say that I’ve gained extensive first-hand experience about how branding works on such a large scale and can’t wait to take this knowledge out into the real world!”
SOPHIE MOORE (May ’20)
“As the Ad Review Intern for BBB Dallas I’ve been able to apply what I learned in Dr. LaFerle’s Advertising, Society, and Ethics to practice and enhance my knowledge of ethical business practices in advertising and the marketplace.”
KALEB MULUGETA (May ’20)
“As a Copywriting Intern at TracyLocke Chicago, I’ve been learning the art of crafting stories for brands to articulate and amplify their presence in shopper marketing.”
MAX WALTON (Dec ’20)
I had an amazing experience this summer as a Digital Yield Management intern at WarnerMedia, NYC.
I further developed analytical skills and was introduced to many aspects of forecasting and business insights tools. My internship not only taught me about revenue management but also gave me the opportunity to work on creative partnership projects myself.
After many dollar slices, I walk away from NYC with new connections with amazing people and invaluable knowledge that will certainly help my career.
This experience entailed interning for Duval Guillaume, while also assisting Publicis Emil, the global network agency for Daimler, as well as doing an English voiceover for Leo Burnett—all agencies are entities of Publicis Groupe.
My presence has been a bit of a hot topic, as it is uncommon to hear of a Texan girl going all the way to Brussels for an internship. Yet, here I was! But it all started like this…
One random day in April, I found myself googling internships in Brussels. A few agencies piqued my interest, so I spent the next few days sending emails. To my surprise, I received a reply from an agency, Duval Guillaume. I was shortly in correspondence with the Account Manager, Axelle Gontier, who oversaw the internship program. A Skype interview was scheduled and that Friday I received word that I had gotten the internship. All of this in the span of a week!
Then on June 3rd, 2019 I arrived at the Publicis building, the office stood tall and looked prestigious. When I walked in I could see the building had an industrial meets modern feel. I would come to learn that it used to be a customs office. I was welcomed by Nathalie, the HR manager, who gave me an office tour which was followed up by a detour to IT, where I received my company laptop. Shortly after, I met the entire Duval team and settled at my desk to start my days as a Duval intern.
As my time here came to an end, I couldn’t help but to feel this bittersweet feeling. After initially feeling anxious about going into the unknown, I soon found my rhythm. I had my morning routine of taking the Stade 51 tram, walking to the office, talking to the receptionists, getting my morning coffee, and starting my day. I had so many wonderful teachers who were so patient and kind. I interacted with many talented people who gave me great insight into life in this industry.
Here are some of my top moments from my time in Brussels:
- Former Publicis Groupe CEO Maurice Lévy walked passed, the glass conference room, I was in as I stared at him
- I was asked to do a voiceover for a Greenpeace voiceover, that didn’t end up getting used but nonetheless
- I was asked to do another voiceover for a breast cancer charity event
- I got credit for managing the PR on a Greenpeace project
- I helped Publicis Emil with any tasks they needed me to do
- I got to work with the coolest family-like team who welcomed me with open arms and who taught me so much
I was drawn to Brussels as I had fond memories of my time there with family, but I would have never expected to be an intern there. This summer in Brussels, at Duval Guillaume, was truly an experience that I will never forget!
The annual TAI Student Awards Luncheon on Friday, April 26 was a huge success! We always enjoy honoring our distinguished students for their dedication and accomplishments in the industry. Continue reading to view the award recipients.
Anna Grace Godoy
Mary Elizabeth Cordia
SILVER Medal* // Art Direction & Copy
COSTCO / “Prepared for anything.”
Gaelle Gachelin, AD/CW
Anna Rose Corell, AD/CW
HomeAdvisor / “Bridging the gap between you and home repair.”
Anna Rose Corell, AD/CW
Anger Room / “Lose your Cool. Keep your security deposit.”
Megan Cruikshank, AD
Graceley Todd, CW
Instacart / “Groceries delivered fast.”
Isaac Cordova, AD/CW
Sun Bum Sunscreen / “Get out there.”
Ellie Pace, AD/CW
Charlie O’Brien, AD/CW
BIC / “Light your way.”
Abby Coon, AD/CW
Madi Castellano, AD/CW
National Student Show
Young Ones Art Directors Club
Dallas ADDY Award Winners
District 10 ADDY Award Winners:
This Honor Society at SMU recognizes academic excellence and promotes scholarship in journalism and mass communication. Membership must be earned by excellence in academic work and is awarded to the top 10% of seniors graduating with degrees in communication disciplines.
AAF Multicultural Advertising Internship Program (MAIP)
Dallas Area Alliance for Women in Media Foundation Scholarship
Vance and Betty Lee Stickell Student Internship
Washington Media Scholars Foundation Scholarship
Most Promising Multicultural Student (MPMS)
Dallas Fort Worth Interactive Marketing Association (DFWIMA) Scholarship
Advertising Education Foundation (AEFH) of Houston iHeart Media Scholarship
AAF Tenth District awarded a Scholarship
Brenda Rivera Franco
Vance and Betty Lee Stickell Student Internship
Institute Graduate Scholars
Morris Hite Memorial Scholarship
Roger and Rosemary Enrico Scholarship
TAI Donald John Carty Leadership Award
TAI Anchor Award
TAI Optimizer Award
TAI Social Impact Award
TAI Resilience Award
TAI Service Award
TAI Team Player Award
Face of TAI Award
SMU Advertising Outstanding Senior In Strategic Brand Management
SMU Advertising Outstanding Senior In Creative
SMU Advertising Outstanding Senior In Digital Media Strategy
TAI Outstanding Graduate Student
2018 Scholar of the Year
Carrie La Ferle
Student Support Super Star
I am a junior majoring in Advertising with a specialization in Digital Media Strategy with minors in Graphic Design and Spanish. I’m also participating in the 4+1 SMU Advertising program that allows me to take undergraduate and graduate classes simultaneously in order to obtain bachelor’s and master’s advertising degrees in five years. During the 2018-2019 academic year, I received the following honors:
- 2019 Dallas Area Alliance for Women in Media Irene Runnels-Paula McStay College Scholarship
- 2019 Washington Media Scholars Foundation Media Fellows Scholarship
- SMU Pi Beta Phi Foundation Scholarship
- SMU Decima Chapter of Mortar Board National Honors Society
- Finalist for 2019 AAF Vance and Betty Lee Stickell Internship
- Finalist for 4A’s Multicultural Advertising Internship Program
I applied for these scholarships, internships, and honors societies at the end of the fall semester and was extremely nervous during the application processes because of the programs’ prestige and competitiveness. Managing deadlines, requesting letters of recommendation from professors and mentors, staying on top of daily homework assignments, and studying for tests was no easy feat. Nevertheless, I was determined to submit my applications, in case I wasn’t accepted as a junior, to refine my skills and experiences before becoming a senior.
When I was first notified that I received the 2019 Washington Media Scholars Foundation Media Fellows Scholarship, I was shocked! I couldn’t believe it until I spoke with a representative of the foundation who told me that my application was impressive and well-received. And while this was surprising, receiving two other scholarships–the 2019 Dallas Area Alliance for Women in Media Irene Runnels-Paula McStay College Scholarship and Pi Beta Phi Foundation at SMU Scholarship–was even more overwhelming. Additionally, qualifying for the 2019 AAF Vance and Betty Lee Stickell Internship and the 4A’s Multicultural Advertising Internship Program were both amazing opportunities, though I ultimately decided to participate in the 4A’s Multicultural Advertising Internship Program because of its focus to promote inclusion and diversity in the advertising industry. I am very passionate about this. My induction into the SMU Decima Chapter of Mortar Board National Honors Society is a privilege in itself and I am grateful to be a part of this organization that recognizes leadership, community service, and scholarship among students. As a 2019 MAIP Fellow, I will work at Digitas in Boston as a Media Buying and Planning intern this upcoming summer and am extremely excited.
SMU Advertising has provided me with amazing opportunities to network with professionals and connect with my peers as we prepare for future careers in the advertising industry. I hope to help foster a world where minorities are celebrated and accurately represented. I believe that I will make a difference in the industry, as a voice for minorities, and receiving these honors is just the beginning.
Did you know that you can minor in graphic design at SMU? SMU Advertising offers this minor to provide students with a basic understanding and development of skills necessary for design across all media.
I’m currently a junior and always knew that I wanted a creative career – I just didn’t know what it could be. So when I declared my English major in Dedman College as a sophomore, due to my love of writing and literature, I also considered minoring in other disciplines to figure out what I wanted to do in the real world. When I searched through the latest course catalog, I was most intrigued by the Typography class because I love art and fonts. However, I couldn’t take it because I needed to 1) declare the graphic design minor and 2) take three prerequisite classes. With limited Photoshop and Illustrator experience, I met with Cheryl, declared the minor and enrolled in Creative Production. My minors now include history, Spanish, and graphic design. They surprisingly fuse together nicely.
The graphic design minor is unique because it unites students from a variety of majors including the three advertising tracks, studio art and English. We all have different creative interests from 90s album covers to pop art which manifest in our work. I love the classes when we collectively critique design roughs because my peers’ feedback is always valuable and respectful – this ultimately pushes me to better my deigns. I also find it fascinating that we can be given the same project guidelines and produce utterly different, yet equally compelling, work. After taking the same courses these last few years, we’ve really bonded and come to understand each other’s styles in a small graphic design “cohort.”
I’ve almost completed the fourth and final prerequisite of the minor, and am eager to begin taking elective courses. However, the prerequisites were valuable and here’s why:
- Creative Production (ADV 1360)
This class taught me essential keyboard shortcuts in the Adobe Creative Suite which immediately expedited my design process. Having previously learned the programs by myself, these tricks were seriously ground-breaking and make me feel like a design wizard.
- Word and Image, Art and Design: 1900-Present (ADV 2323)
This was also right up my alley because it merges two of my favorite subjects: history and graphic design. I still reference the textbook from this class for inspiration because it streamlines historic design samples from cave art in Lascaux, France to postmodern Pee-wee Herman (my latest rediscovery is Lester Beall).
- Introduction to Graphic Design (ADV 3323)
I really enjoyed this course because I finally began integrating my knowledge of software and design into class projects. Seeing my personal work in print for the first time, instead of work for a client, was electrifying. I enjoyed learning color theory and creating packaging design for a Monster 826 coffee company.
- Typography (3361)
The course I’ve been waiting for! We hit the ground running this semester and dove into typeface classification, calligraphy and more. So far, I’ve prototyped a bitmap typeface and created album art for an angry Aztec band (Spanish + graphic design unite!). By this point, we’re all sort of “type geeks” and I love that we can identify and criticize typefaces together.
Despite my liberal arts major, the minor has helped me land a few advertising internships. Working at SLANT Partners in Downtown Dallas refined my professional skills because I learned how to gracefully correspond with clients. And the skills I developed through the graphic design classes also allowed me to work on real client projects including the brand development of a local philanthropic bakery. I now intern for the Temerlin Advertising Institute which has helped me meet more SMU Advertising faculty and learn about local networking opportunities. Because of this, I feel more connected to the school and industry alike.
If you’re considering the minor or are already enrolled in related courses, I encourage you to explore personal creative projects just for fun. The time you spend ‘playing’ is when you can really discover and develop your unique creative style. I spend much of my free time developing websites and animating graphics because those opportunities interest me but have not yet presented themselves in my courses. I also believe that I’m happier and more confident in my design skills through personal creative outlets because there’s no client or GPA pressure.
I’m excited to launch my creative career as a graphic designer after I graduate which would not be possible without the knowledge and experience I’ve acquired through the graphic design classes. I hope to work for a creative agency that specializes in digital, branding and packaging design. I’ve also considered freelancing before I eventually open up my own coffee shop… stay tuned.
Click here to learn more about the graphic design minor and course offerings.
This year I was selected as one of the 50 Most Promising Multicultural Students in the United States. This program was created by the American Advertising Federation (AAF) to immerse dedicated, multicultural students in the advertising industry before graduation. After being selected, I was invited to attend a 5-day conference in New York City. This was a unique experience for me because I visited the offices of various elite agencies and media companies including Wieden + Kennedy, Turner / CNN, Omnicom Group, Sparks and Honey, 72 and Sunny, McCann, FCB, and FCB Health, and IPG. During the visits, I spoke to advertising professionals and recruiters about agency culture, personal and professional experiences, and advocacy for multicultural talent in the industry.
Because this incredible opportunity unites hardworking students from different backgrounds across the country, I was able to connect with 49 students and learn from their experiences in advertising so far. I value these connections because together we are the future generation of advertisers and may work for the same companies someday. I am extremely grateful to have been selected for this opportunity and I encourage all multicultural students to apply next year.
To end, I wanted to share some of the pearls of wisdom that I collected from this trip:
- “School is never out, keep reading and learning!”
- “Fear is the indicator you are ready.”
- “As you enter the professional career, choose several mentors that are not like you and learn from them.”
- “Speak up. You will never regret speaking up and saying what you think.”
- And the quote that struck me the most: “If you are here, you have earned it. It is not a matter of luck. Be proud of that and embrace your achievements.“
While the first two days were filled with long walks and sessions like Designing better ecosystems, Advertising detox, and design thinking in practice we woke up early to finally see what all the hype was about realself/ House of modern beauty.
Upon arriving there was a wait but badges had priority. We signed a disclosure form and entered the house to explore. The RealSelfHouse of Modern Beauty offers consultations and treatments of Dysport, Emsculpt, HydraFacial, Invisalign, Natrelle, Restylane, SkinCeutical, TempSure Envi, and Vivace. Various assistants of the brand, dressed in Millennial Pink, approached us and discussed the benefits of each procedure and service. Surgeons and service providers were readily available to answer any questions. Walking through the house there were displays of success stories from procedures. We saw some travel sized goods and mistakenly thought we could get them. As we progressed through the house into the backyard there is a cute little bar covered in vines and dressed with pink flowers. Very chic and modern. Further into the backyard there were make shift tents with women getting procedures done as well as a stage for beauty panels through out the day.
“Great creative is about the gut feel and neuroscience proves it to be real.”
As advertisers we assume that great creative pieces will automatically result in high-recall and brand recognition. Human brains are decidedly lazy and have to be working all the time to gather and understand information, which means that advertisers need to work hard to make both the advertising message interesting and memorable.
In order for brands to be successful with their advertisements, they need to be understanding of the different ways to connect with consumers. They need to reduce the cognitive load that consumers are experiencing through their advertisements so that viewers don’t feel overwhelmed, but still understand the idea and message of the ad. Brands need to focus on three kinds of thinking to be successful and reduce the cognitive load: Brand Kind, Behavior Kind, and most importantly Brain Kind.
Brand Kind is the reality or relationship consumers have with brands; they are looking for “friends with benefits” relationship where they get what they want from the brand without too much effort. Behavior kind deals with the ability and opportunity for ads to bring a change in behavior such as making a purchase. Brain Kind is the most important one for brands to focus on and it deals with the visual shortcuts that allow brands to connect consumers using as many senses as possible. When ads only use one sense to reach consumers, there is not as much engagement, recognition, resonance, or relevance.
The speakers throughout this session showed that they used neuroscience to measure the key metrics stated above. Some of the world’s most memorable and well performing ads rated highly in engagement, but sometimes had the lowest brand recall. By using neuroscience, the presenters were trying to find a sweet spot between creativity and memory. Since memory is a finite resource, creatives need to find the best way to garner as much of it as possible. They believe that better experiences and engagement of senses can help with brand recall, but too much will lead to cognitive overload.
Brands that use creative ways to create moving ads (such as video) and experiential setups have the highest recognition, resonance, and relevance. Ads such as Sony’s Bravio Balls and Apple’s 1984 have high recall and recognition because of the ways they engage the brain. In the end, ads that have great creative elements that involve using different senses and direct brand messaging are the ones that stay with us the longest.