Creatives Take NYC

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!

Another Big Win at the 2024 District 10 ADDY Awards!

Our amazing creative students have won 14 ADDY Awards at the 2024 AAF District 10 competition. This is more awards than any other school in Texas, Oklahoma, Arkansas, and Louisiana has won!

What’s even more impressive is that our students won as many awards as all the students from the University of Texas system, Texas A&M system, University of North Texas, Texas Tech University, and Texas Christian University put together!

The ADDY Awards are organized each year by the American Advertising Federation (AAF) and is the advertising industry’s largest and most representative competition. There are three tiers to the competition: local, district, and national. Each student who won Gold or Silver at the district level is now moving on to compete at the national level.

The winners of the national competition will be announced in early May and awards will be distributed at the AAF ADMERICA Conference in Salt Lake City later that month.

We’re so proud of our students and can’t wait to see how they do in the next round!

 The full list of Student AAF District 10 Winners can be found here.

 

SMU AAF DISTRICT 10 ADDY WINNERS:

SPECIAL JUDGE’S AWARDS

Acorns (Special Judge’s Award in Copywriting) Maddie Otero & Morgan Martinez

Amtrak (Special Judge’s Award in Video) Timothy Chae and Blake Lyster

 

GOLD 

Skout’s Honor Pet Odor Eliminator / Helena Hargraves

Truth Initiative / Spencer Hogan, Bella Mac and Allie Weinstein (Art Direction)

Truth Initiative / Spencer Hogan, Bella Mac and Allie Weinstein (Poster Campaign)

Amtrak / Timothy Chae and Blake Lyster

 

SILVER

Mountain House Camping Meals / Emma Clarke

Fender / Kailyn Sawhny and Helena Hargraves

Insomnia Cookies / Ross Yenerich

Seedlip / Callie Oden and Emma Clarke

FTND Pull Back From Porn / Tyler Chapman (Cinematography)

KILZ Primer / Spencer Hogan

Acorns / Maddie Otero & Morgan Martinez

 

HONORABLE MENTION

Venmo /Juan Silva & Kaitlyn Blan

FTND Pull Back from Porn (TV Advertising) / Tyler Chapman

Brand Integration at SXSW

SMU Advertising Seniors: Alan Sarieddine and  Alex Daly-Hill

Throughout our experience at SXSW we attended multiple activations, conferences, and events highlighting not only brands products and services, but the movements they are working on curating. The most prominent examples during SXSW involved brands integrating themselves with their communities based on their mission and story. Increasingly, consumers are more conscious than ever about the brands they choose to support. They want to know more than just what a company is selling; rather what they stand for, their values, personality, and how they are making a positive impact on the world. Brands that can effectively communicate their mission and story have a better chance of building a loyal following and gaining market share.

RokuCity embodied the chaos of SXSW with a 3 floor funhouse, where the visitor is transported into a physical representation of the TV software. Entering in groups, you follow a circuit of rooms, with numerous branded photo opportunities, merchandise, food and accessories including temporary tattoos, face jewels, and purple hair extensions. Throughout this experience there is no mention of the product, until the final room where you land at a living room, followed by an open top garden for a chance to socialize and relax. The event conveyed the personality of Roku, and made a lasting impression on visitors regarding their values, and identity. At no point was the product, price, or details mentioned, however recall for the product, product placement inside, and opportunities for earned media is bountiful.

Porsche, as expected , presented a showcase of car displays; an electric 911, concept future card, SXSW livery model, and an inflatable duck-embedded white 911. However, that ultimately was not the primary focus of Porsche’s house. The car brand used these models as excellent props to gather people at their convention, encourage photo taking, and direct ears to their rolling schedule of  presenters who detailed the projects Porsche are working with outside of automobiles, and the other brands and products they’re utilizing and learning from. While select visitors may be encouraged to purchase the car, this was not the sole purpose of the convention so they didn’t focus the car specifics but instead shared the ideas, and knowledge valuable to them. Speakers and shows highlighted the roles Porsche plays in the Arts, Tech and Corporate spheres, and what the brand does besides producing cars.

At the heart of Rainey Street, a University of Texas cookout featuring live music, free barbecue, photo booths, and alumni centers took center stage. Utilizing the prominent attributes of the university and state, visitors were temporarily welcomed into the school’s family, mixing with alumni, staff, and enjoying student driven entertainment through exhibits and music. Like Porsche and Roku, no mentions of the schools cost, reputation, ranking or life is displayed or explicit, rather the atmosphere and intangible qualities of the event are the star of the show. As SXSW is a 21+ event, it is unlikely that prospective students visited this location, however the earned media distributed worldwide post event from family members, friends, & scholarly connections to young academics is invaluable. It also offers an open ‘university’ style event for individuals who haven’t experienced an american, or southern campus, creating a unique touchpoint for potential future consumers.

One of the key benefits of integrating a brand’s mission and story into its marketing efforts is that it allows the company to connect with consumers on a deeper level. By sharing their values and beliefs it can build a sense of community with their customers and create a more emotional connection. This, in turn, can lead to increased loyalty and advocacy. By doing so it help it can also help to differentiate the brand from its competitors. In many industries, products and services can be commoditized, making it difficult for companies to stand out. Focusing on values and beliefs can create a unique identity that sets them apart from the competition. For those willing to make the effort, the rewards can be significant.

In conclusion, the trend of promoting a brand’s mission and story over its products at events like SXSW is a reflection of the changing expectations of consumers, and the recall an experience evokes over a traditional presentation, or advertisement. Ideas and movements, over pieces and products took center stage at SXSW in a world where identity is no longer cache, but the main attribute. Brands that can effectively communicate their mission and story have a better chance of building a loyal following and gaining market share. While it can be challenging to integrate a brand’s mission and story into its marketing efforts, the rewards can be significant for those that are willing to make the effort.

 

TAI TAKES HOME 30 AWARDS AT THE DALLAS ADDYS

Written by: Stella Cofoid

“The weight and distinction of these awards are marked not only by the talents of the students, but also by the win over many large and world-renowned agencies that were also in direct competition” 

Amongst the extraordinary, with an extravaganza to match, the annual ADDY’s was held on February 26, 2022. An exuberant and staggering 30 of the 38 student awards were awarded to Temerlin Advertising Institutes undergraduates at the annual symposium. Students took home twelve bronze awards, twelve silver, five gold, and the “Best of Show” award. TAI’s students, amongst professionals and other institutes of higher enrollment, was the only undergraduate program to take home a gold award. The weight and distinction of these awards are marked not only by the talents of the students, but also by the win over many large and world-renowned agencies that were also in direct competition from the Dallas-Ft-Worth metroplex.

When asked about the distinction and rigor of this competition, undergraduate professor Dr. Mark Allen stated that he was “very proud of this group of students and my TAI colleagues who have helped nurture our small-but-mighty program.” Dr. Allen pays special tribute to Willie Baronet and Cheryl Mendenhall, as it is through their creative guidance that “Temerlin continues to punch in a much heavier weight class than our size would typically allow. What other universities attempt to do with hundreds of students and dozens of faculty, we’ve been able to accomplish with a highly-skilled “special ops” group,” Dr. Allen states.

The praise won’t stop here. The winners of these awards will move to the District Ten competition, of which include all finalists from Texas, Louisiana, Arkansas, and Oklahoma. From there, Nationals will follow suit showcasing the best talent from across the United States on both the undergraduate and professional level. 

Congratulations to the following Dallas ADDY Winners for 2022. You are a part of what gives Temerlin its astute distinction and credibility in such a subjective field. 

Bravo! 

 

DALLAS ADDY WINNERS 2022

BRONZE / Dallas Ballet Academy > Out-Of-Home Campaign

Ceci Luther and Thida Sok

 BRONZE / Hearing Loss Association of America > Integrated Campaign

Ethan Rios, Ra Kazadi, and Thida Sok

 BRONZE / Inkbox Temporary Tattoos > Magazine Advertising

Anika Crouser and Sophie Heidenreich

BRONZE / Temerlin Advertising Institute > Out-Of-Home Poster Campaign

Tessa Conti

 BRONZE / Lodge Cast-Iron Skillets > Integrated Campaign

Caroline Soja and Ceci Luther

 BRONZE / QuadPay: Indulge Yourself > Art Direction

Natalie Castillo

 BRONZE / Story Corps / NPR Podcast > Out-Of-Home

Brittany Cooksey and Grace Peek

 BRONZE / Temerlin Advertising Institute > Art Direction

Tessa Conti

 BRONZE / Divorced Beheaded Died Survived > Book Design

Sarah Scambray

 BRONZE / US Postal Service: Through it All > Magazine Advertising 

Ethan Rios and Palmer Beldy

 BRONZE / Ring Video Doorbell > Integrated Campaign

Ra Kazadi

 BRONZE / Sabrina Handal Business Card > Stationery 

Sabrina Handal

 SILVER / Trust & Will Online Estate Planning > Integrated Campaigns 

Elizabeth Skrmetta and Charlotte Jernigan

 SILVER / Apartments.com > Out-Of-Home

Maggie Daly and Wolffe Bonewell

 SILVER / Obsessed with the Beard Feature > Publication Design

Sarah Scambray

 SILVER / Protect Your Hearing PSA > Out-Of-Home

Ethan Rios, Ra Kazadi, and Thida Sok

 SILVER / Protect Your Hearing PSA  > Magazine Advertising

Ethan Rios, Ra Kazadi, and Thida Sok

 SILVER / Trust & Will Online Estate Planning > Copywriting 

Elizabeth Skrmetta and Charlotte Jernigan

 SILVER / Angi’s List > Magazine Advertising

Alexa May

 SILVER / Apartments.com > Copywriting

Maggie Daly and Wolffe Bonewell

 SILVER / Dad Grass: Low Dose Hemp Joints > Integrated Campaign

Sarah Scambray and Sam Zimmerman

 SILVER / Gabb Wireless Phones for Kids > Copywriting

Helen Cheever

 SILVER / Girl Scouts > Magazine Advertising 

Meriel Upton and Olivia Hernandez

 SILVER / Half Price Books > Integrated Campaign 

Sarah Scambray, Palmer Beldy and Sam Zimmerman

 GOLD / LEGO: When did you stop building? > Animation or Special Effects 

Elizabeth Skrmetta and Ethan Rios

 GOLD / LEGO: When did you stop building? > Television Advertising 

Elizabeth Skrmetta and Ethan Rios

 GOLD / LEGO: When did you stop building? > Art Direction

Elizabeth Skrmetta and Ethan Rios

 GOLD / The One Club: Pay Your Interns PSA > Integrated Campaigns

Grace Peek and Palmer Beldy

 GOLD / Waffle House: Your House Away From Home > Integrated Campaigns 

Megan Ferm and Brooke Betik

 BEST OF SHOW / LEGO: When did you stop building? 

Elizabeth Skrmetta and Ethan Rios

Best of Show winners Ethan Rios and Elizabeth Skrmetta with professors Willie Baronet and Mark Allen

 

 

 

 

 

 

 

 

Watch the ‘Best of Show’ ad here: https://vimeo.com/654037863

Winning the Big iDea Takes More than Just a Great Idea!

A chance meeting while working in the hall at ULEE, SMU Psychology student and Neuroscience Lab Research Coordinator Madison McMahan met Advertising Professor Dr. Carrie La Ferle. After several conversations, they got to know each other. Recently, Madison shared her Big iDeas business idea: Panacea!

More than Instagram or Facebook. More than a dating app. Panacea helps people easily make friends based on shared interests and hobbies.

Taking cues from the world of advertising , Dr. La Ferle gave Madison some general ideas to consider for making a winning “pitch and presentation” on her Big iDeas Business Competition pitch.

After her Panacea idea won, Madison shared her enjoyment of the Big iDeas journey and learning how to start a business. “I had such wonderful encouragement from my family, friends, the Engaged Learning Team and SMU faculty Carrie La Ferle, Bruce Snider, and Carlos Martinez! This experience has given me huge insights into marketing, planning, advertising concepts, and the overall business world. The skills I have gained will help me in the future, especially with the things that I am super passionate about such as helping people find friends.”

Madison plans to launch the app in July and hopes everyone to be able to join Panacea to form new friendships.

To find out more about Panacea, or to be notified when the app is ready, please visit the website or email panaceaconnectionisgood@gmail.com.

Congratulations Madison and to the other 2021 Big iDeas Business Plan winners!

Find out more about Engaged Learning and Big iDeas at SMU.

FACULTY SPOTLIGHT: Difficult Year. Difficult Briefs. Smart Solutions.

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.

Continue reading “FACULTY SPOTLIGHT: Difficult Year. Difficult Briefs. Smart Solutions.”

Temerlin’s Take on Super Bowl Spots

Leading up to Sunday’s Super Bowl, Executive-in-Residence Amber Benson spoke with CBS 11 regarding her expectations for this year’s ads. In the interview, Benson noted that Super Bowl staples such as Budweiser, Coke and Pepsi chose to sit out the game, which provided space for newer and smaller brands to play. Benson accurately anticipated more humor in this year’s ads, explaining that advertisers know people needed a comedic break this year. What we didn’t expect to see was the humorous Oatly CEO singing off-key in a field, alone.

Professor Mark Allen agrees with Benson’s insights, citing GM’s “No Way Norway” with Will Ferrell as a big winner of the night. “This one had all the ingredients of a classic Super Bowl commercial: big-budget, big celebrities, big laughs. But this spot was much smarter than it may seem on the surface. Instead of interrupting the big game with a drive-by guilting about carbon emissions, fossil fuels and global warming, GM kept us laughing with an appeal to American patriotism and our competitive spirit. But this time it was all in the service of selling electric vehicles (without taking a cheap shot at gas-guzzling muscle cars). And Will Ferrell was perfect for this one—hilarious,” Allen explains.

Temerlin’s Ad Club organized a socially distant ad viewing party on February 10  and invited LERMA/ agency’s Brian Linder and Bill Cochran to share their creative insights with students. Temerlin senior Sarah Scambray helped organize the event. She says, “I’m so glad we were able to host an in-person event because it allowed everyone to see one another’s reactions as we watched the ads and discuss them openly afterward. It was a great break from the impersonal nature of meeting on Zoom. We also invited a couple of industry professionals to give their take, and it was really cool to hear their in-depth perspective on which ads were truly successful or not.”

Ad Club’s mission is to create a student community of those with an interest in and passion for advertising. The club offers agency and advertising-inspired events, career-building workshops and professional panels that give students the opportunity to learn about the advertising industry, develop the necessary skills to earn internships and jobs, and network with fellow students, alumni and industry professionals. To learn more about Ad Club or join, please contact Ad Club President Meredith Welborn at mjwelborn@smu.edu.

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.

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