SXSW is always packed with cool innovations, but my stop at the SeedAI House this year was definitely a standout—especially getting to try out Meta’s latest tech. First up were the Ray-Ban Meta smart glasses, and honestly, they looked and felt just like regular Ray-Bans. But the built-in AI and hands-free photo and video capture? That’s where things got interesting. I tested out the voice command to snap a pic, and it felt so natural—no phone, no fumbling, just effortless. It made me realize how this kind of tech could change the game for content creators, live streaming, and just everyday life. Wearable AI that actually blends in? That’s something brands should be paying attention to.
Then came the Meta VR gaming experience, and wow—this was next-level immersive. The headset was lighter and smoother than others I’ve tried, making everything feel insanely real. But beyond just gaming, I kept thinking about how this tech could reshape branding and marketing. Imagine brands creating fully interactive experiences where you don’t just watch—you step into the story. Virtual try-ons, branded VR worlds, interactive campaigns—it’s all happening. Walking out of SeedAI House, I had the thought that AI, VR, and wearables are blurring the lines between digital and real life, and the brands that get on board now are the ones that’ll be ahead of the curve.
One of my favorite sessions I went to was a brand activations talk called “How to Be Authentic” in marketing. It was led by a representative from NYX makeup, and they had a really interesting perspective on how to make campaigns feel bigger than just a product, and more like a movement. One thing that really stuck with me was a question someone asked; “Before Covid, everything was in person. Then we moved everything online. So how do we combine the two now and create something that feels truly hybrid?” It sparked a great conversation about not just doing both but doing them in a way that actually connects with people on both ends.
The expo itself had a lot of energy and brands were showing off their creativity, and it was cool to see how different companies approach marketing. I left that session with a new appreciation for how intentional brands have to be to really connect with people online and offline.
SXSW offers a plethora of panels, workshops, keynotes, and so much more for people to attend ranging from all kinds of topics. I attending the Demystifying Rural Life: A Crash Course on Marketing to the Heartland, which truthfully when I first read the title had no idea what it meant by “Heartland” however after attending I have a much better understanding of not only who these people are, but as a future advertiser how I can best market to this audience.
Hosted by Chief Strategy Officer & Partner Charlie McKittrick and Strategy Director Camila Caldas the conversation highlighted the misperceptions and disrespect felt by Heartlanders towards corporate advertising, which often stereotypes them as overly masculine or rednecks. The case study revealed that Heartlanders value community deeply, emphasizing genuine, non-performative community involvement and mutual support. They prioritize values like respect, loyalty, and humility which are integral to their community culture. Creativity in the Heartland is a survival skill rather than a hobby, driven by practical ingenuity and hands-on projects. The discussion underscored the need for brands to authentically connect with them by representing their values and demonstrating genuine commitment to the community and creativity.
I thought this was very interesting because though I have not worked on any projects directly targeted to this audience, I imagine that I will at some point, and this information is crucial to helping me capture the essence of what heartlanders think. It seems like a very random niche audience to focus on, but these are a large majority of people who make up big parts of some of the biggest companies such as Budlight.
The 2025 American Academy of Advertising (AAA) Annual Meeting brought together educators, students, and professionals from around the world, all dedicated to advancing advertising knowledge and education. Held at the Omni William Penn Hotel in Pittsburgh, PA from March 6 to 9, this year’s conference was an incredible opportunity for members of the advertising community to share research, gain new insights, and celebrate achievements within the field.
“I am consistently honored to work at TAI, a thriving department with incredible colleagues who are passionate about teaching, research, and the future growth of the industry.” – Dr. Carrie La Ferle
The Temerlin Advertising Institute (TAI) had a standout presence this year, with several prestigious awards and paper presentations that showcased the impactful work of our faculty and student. Here’s a recap of the honors and papers presented at the conference:
Awards:
Best “Journal of Interactive Advertising” Reviewer Award
Dr. Quan Xie was recognized for his exceptional contributions to the Journal of Interactive Advertising as a reviewer. Her dedication to providing insightful feedback and advancing the field through peer review is truly commendable.
Best “Journal of Current Issues and Research in Advertising” Article Award
Dr. Carrie La Ferle and Dr. Steve Edwards alongside Dr. Pam Richardson-Greenfield and Dr. Yashar Dehdashti were awarded for their article, “Addressing the Damage of Deception: Determining Effective Crisis Response Strategies Following Allegations of Deceptive Advertising.” This important work delves into how brands can manage crises related to deceptive advertising and the strategies that can rebuild consumer trust.
Best DEI Advertising Conference Paper Award
Dr. Quan Xie, Dr. Sidharth Muralidharan, Dr. Joe Phua, and Shivani Kosuri, TAI student, received the DEI Advertising Conference Paper Award for their paper, “How Women Respond to Computer-Generated Inclusive Advertising: Advocating for Body Positivity in the Age of AI.” This paper explores the intersection of diversity, equity, inclusion, and AI-generated advertising, with a focus on body positivity and its impact on women’s perceptions.
Best “Journal of Interactive Advertising” Article Award
Dr. Quan Xie, Dr. Yang Feng, and Dr. Huan Chenwere awarded for their article, “AI Influencers in Advertising: The Role of AI Influencer-related Attributes in Shaping Consumer Attitudes, Consumer Trust and Perceived Influencer-Product Fit.” This cutting-edge research examines the role of AI influencers in modern advertising and how their attributes influence consumer behavior and trust.
Papers Presented:
In addition to these impressive awards, TAI researchers shared their latest findings through two notable presentations:
“Is this Real or Fake? Examining the Effects of Disclosure of AI-Generated Content and Source Type in Instagram-based Travel Destination Marketing on Consumer Attitudes and Behavioral Intentions”
Dr. Joe Phua and his co-author, Dr. Delia Balaban from Babes-Bolyai University, Romania, presented this paper. They investigated how the disclosure of AI-generated content and the source type (e.g., influencer vs. brand) affects consumer attitudes and behavioral intentions in the context of Instagram-based travel marketing.
“How Women Respond to Computer-Generated Inclusive Advertising: Advocating for Body Positivity in the Age of AI”
Dr. Quan Xie, Dr. Sidharth Muralidharan, Dr. Joe Phua, and Shivani Kosuri presented this important work on how women engage with AI-generated, inclusive advertising that advocates for body positivity.
Dr. Alice Kendrick was part of a Special Topics panel discussion titled “The Exhausted Educator 101” at the 2025 AAA annual conference. The 2025 AAA Annual Meeting was a remarkable success, highlighting the incredible work being done in the field of advertising and celebrating the strides TAI faculty and students have made in advancing knowledge and research. Congratulations to all award winners and presenters—your work is shaping the future of advertising in powerful ways.
“I am so proud of our faculty who won major awards at this year’s American Academy of Advertising (AAA) annual conference! We won Best Article awards from 2 of the 3 AAA academic journals: Journal of Interactive Advertising (JIA) and Journal of Current Issues and Research in Advertising (JCIRA)! Kudos to Quan Xie, Carrie La Ferle, Steve Edwards, and their respective co-authors for this amazing achievement. Also, Quan Xie, Sid Muralidharan and DMS student Shivani Kosuri were part of a paper presentation which won the Top DEI Advertising Conference Paper Award. Quan also won the Best Reviewer award from the Journal of Interactive Advertising. These accolades plus the research productivity of our faculty testify to the strength and excellence of the Temerlin Advertising Institute in advertising academic research and helps SMU continue to be one of the premier research universities for Advertising in the United States and abroad. Congratulations to our amazing team!” – Dr. Joe Phua
We look forward to next year’s conference and to continuing to contribute to the academic community’s understanding of the ever-evolving world of advertising.
On February 27th, SMU TAI students once again proved their creative expertise at the 2025 Dallas ADDY Awards, hosted at The Hall on Dragon. The prestigious event, organized by AAF Dallas, was a night of celebration—honoring creativity, dedication, and academic excellence in advertising.
SMU students dominated the competition, bringing home an impressive 25 awards, including 9 Silver, 15 Gold, and the coveted Mosaic Award—a true testament to the continued excellence and innovation fostered by the Temerlin Advertising Institute.
Ross Yenerich with his Mosaic Award on the Special Olympics, a distinction that recognizes an understanding of and sensitivity to diverse audiences.
“Our students work so hard in this program. I only have 3 words to say: SO DAMN PROUD!” – Professor Willie Baronet
The winning work showcased a diverse and cutting-edge range of advertising projects, spanning multiple media formats and real-world campaigns for existing brands. Since all the submissions earned Silver or higher, they now advance to the highly competitive District 10 competition, where SMU students will go head-to-head with some of the best young creative minds in the country.
“After being in the creative trenches with the students on these campaigns all last year, you get to a point where you’re so close to the work that you can’t be objective about it anymore. And you start to wonder if you’re just a ‘proud parent’ who’s biased about how good everything is. But the Dallas ADDYs are always special because, as the first award show of the year, it’s when we finally get confirmation that all the hard work we’ve put in over the past year really was worth it, and the work is verifiably good based on an independent jury of creative professionals. I couldn’t be prouder of these students and the work they’ve produced.” – Dr. Mark Allen
You will be able to see all of this award-winning work at Portfolio Night next month on April 2nd , RSVP here.
With each year, SMU’s presence at the ADDYs grows stronger, solidifying its reputation as a powerhouse for emerging talent in advertising. Congratulations to all the winners—your hard work and creativity continue to set the standard for the industry’s future!
DALLAS ADDYS WINNERS
SILVER
Mr. Appliance / Lucy Kieffer / Integrated Campaign
SVA Perspective Poster / Ethan Jones / Out-of-Home Poster
Birkenstock / Spencer Hogan + Ross Yenerich / Integrated
Etsy / Kailyn Sawhny / Television Advertising
Perfumania / Bella Mac + Tyler Chapman / Integrated
Check Your Smoke Detector / Emma Georghakis / Television
Mr. Appliance / Lucy Kieffer / Art Direction
Narcan / Tyler Chapman + Ross Yenerich / Out-of-Home
Amazon Prime / Gustavo Lucrecio / Outdoor & Transit
GOLD
Social Media, Made to Be Addictive / Jordan Naivar / Art Direction
NatGeo Expeditions / Emma Clarke and Linh Vu / Television
Screamfest / Spencer Hogan + Emma Clarke / Out-of-Home
Polaroid / Ross Yenerich + Kailyn Sawhny / Copywriting
Pinterest / Linh Vu + Allie Weinstein / Television Advertising
National Videogame Museum / Bernadette Cruz / Integrated
Special Olympics / Ross Yenerich / Television Advertising
Raid Wasp Spray / Knox Miller / Out-of-Home
Social Media, Made to Be Addictive / Jordan Naivar / Integrated
Polaroid / Ross Yenerich + Kailyn Sawhny / TV Advertising
Grin Tongue Cleaners / Kaya Lee / Out-of-Home
Miracle-Gro for Christmas Trees / Lilly James / Copywriting
If you meet the admission requirements for one or more B.A. in Advertising specializations, you are eligible to complete the Temerlin Advertising Institute’s admissions application. When registering for the application, you will rank order your preference of specializations. You may apply for more than one, but will only be admitted to a single specialization.
CLICK HERE TO REGISTER FOR THE 2025 APPLICATION BY MONDAY, FEBRUARY 10, 2024 BY 5:00PM (CST)PLEASE NOTE: The Temerlin Advertising Institute uses Canvas LMS to manage the B.A. in Advertising application. Students that register via the above link 5:00PM on Monday, February 10 will be enrolled in a Canvas “course”—TAI Application—by Wednesday February 21. Instructions for all admission criteria, including the essay exam and supporting documents (personal statement, resume, unofficial transcript) will be available in the TAI Application Canvas class no later than Wednesday, February 12. Instructions for the creative application prompt will be posted in late January and due on Friday, February 28 at 4PM.
To be considered for admission, you MUST:
Complete the Canvas essay exam in person on Saturday, February 15, between 10am-12pm (CST). There are NO make-up options. AND
Submit the following to Canvas by 5:00pm (CST) on Wednesday, March 5th
Admission is determined based on the written essay, visual application(s), supporting materials, SMU GPA and performance in Advertising classes. Performance to-date in spring 2025 advertising classes will be considered in making admission decisions. You will be notified of our admission decision on or before Friday, March 28 or Saturday, March 29, 2025. If admitted, you will be given permission to enroll in the necessary Advertising (ADV) courses for fall 2025.
Answers to frequently asked questions about the B.A. in Advertising and the admissions process can be found here.
If you have questions or experience technical difficulties registering, contact the Institute at temerlin@smu.edu.
The ANA Educational Foundation hosts a case competition with the goal creating awareness among marketing and communications students of the role and effectiveness of direct marketing within omnichannel marketing campaigns. The challenge for students is to create a marketing plan and campaign idea to drive Gen Z to sign up for USPS’s “Informed Delivery” service.
SMU Temerlin Advertising Institute was extended an invite through Dr. Carrie LaFerle’s direct involvement with the ANA Education Foundation (AEF). The campaign was lead by Professor Andrew Elliot for the ADV 2333 Internet and Mobile Advertising class.
“A sharp insight and a rock-solid plan turned a class assignment into a defining moment—one where our students proved they’re capable of more than they imagined. Watching them rise to this challenge has been nothing short of inspiring.” – Professor Andrew Elliott
On November 21, 2024 Athenas Mamatas, Jaime Maybery, Samantha Hernandez, and Shivani Kosuri were recognized as the 2024 Semifinalist for the USPS Innovation Challenge placing for the semifinals to travel to Washington DC. On December 6 the students and Professor Elliott arrived to USPS Headquarters in DC to present their campaign.
“Under the guidance of Professor Andrew Elliott, I had an incredible time participating in the USPS Direct Effect Innovation Challenge! This challenge provided me with a real-world experience which allowed me to remember why I fell in love with advertising in the first place. Being able to work on something that impacts and contributes to a larger part of our society was an incredibly fulfilling experience and I can’t wait to be apart of more work like this in the future!” – Shivani Kosuri
The strategy was to support Gen Z by delivering certainty in a world full of uncertainty with the big idea of “life’s unpredictable.” Athenas, Jaime, Samantha, and Shivani leveraged Gen Z’s unpredictable moments to effectively showcase the service’s relevance in their lives.
TAI Professor Alice Kendrick and Mallorie Rodak (M.A. ’11) are helping visualize career pathways for multicultural advertising professionals in the U.S.
In collaboration with the ADCOLOR organization and Cardinal Change Consulting, Kendrick and Rodak gathered workplace trends and fielded a survey in which 181 members of the ADCOLOR community described their career journeys with both words and images.
ADCOLOR is an organization that celebrates and advocates diversity in the creative and technology industries. Results of the survey and related research were presented at the ADCOLOR conference Nov. 15 in Los Angeles.
A primary focus of the research was among women of color in the advertising workforce, and results reflected instances of fulfillment and success among respondents, as well as burnout and uncertainty. “Forty percent of respondents said they had changed jobs in the past two years, and a common theme was that they felt it necessary to change employers to get a promotion,” said Kendrick. More than six in ten said they had experienced a sense of lack of belonging at work during their careers.
“Career pathway models are shaped by complexity, mystery, and hidden navigational challenges, like icebergs, labyrinths, spirals, and Bermuda triangles,” concluded Rodak, who is Director of Brand Strategy at TRG.
She and Kendrick have collaborated on research among the ADCOLOR community for the past three years.
From October 14 to 20, 2024, Dr. Phua took the opportunity to travel to Cluj-Napoca, Romania, for invited talks to the Faculty of Political, Administrative and Communication Sciences (FSPAC) at the Babeș-Bolyai University. With 50,000 students, it is the biggest university in Romania and is regarded as one of the most prominent research institutions in Eastern Europe.
During his visit, Dr. Joe gave talks to undergraduate and MA students in the Department of Communications, Public Relations and Advertising, and was also the keynote speaker for the opening ceremony of the College’s doctoral (Ph.D.) program. The first talk, titled “A Guide to Marketing Your Brand using Social Media and Other Digital Technologies”, discusses the ways in which brands and companies utilize various digital media, including social media, artificial intelligence (A.I.), data analytics, mobile, virtual/augmented reality (VR/AR), the metaverse, and other emerging technologies, for marketing and advertising. He shared with the audience various brand-building strategies that can be utilized to optimize brands’ marketing and advertising plans.
“Advertising for Health: Use of Social Media and Influencer Marketing in Strategic Health Communication Campaigns” was the second talk were he discussed several of his published research studies about how to utilize social media channels and influencers to spread awareness of public health issues, such as vaping, childhood obesity, and vaccines, and encourage attitude and behavioral change. Dr. Joe integrated several of his research studies published in top journals like “Journal of Health Communication”, “Journal of Advertising Research”, “Computers in Human Behavior”, “Telematics and Informatics”, “Journal of Medical Internet Research, “Journal of Health Psychology” and others, highlighting how Internet-based public health interventions and campaigns can be used to encourage healthy behavior uptake among specific target audiences, leading to positive public health outcomes. Additionally, Dr. Phua guided new and current BBU doctoral (Ph.D.) students looking to pursue research in relevant areas of communications, public relations and advertising, about conducting, publishing and funding research, and how to establish their academic careers. He shared insights about life as a professor, based on his own experiences as a faculty member and Endowed Distinguished Chair of the Temerlin Advertising Institute at SMU.
In addition to his invited talks, he met with several of the university’s administrators and faculty members, leading to the future of advertising, and how emerging technologies like AI are shaping the advertising industries in Europe, the United States, and other parts of the world. Additionally, he had meaningful conversations with BBU alumni, some of whom are entrepreneurs in Romania’s burgeoning tech scene, about issues related to the EU’s online data protection regulations and its impact on advertising and marketing industries.
Over the course of his visit, Dr. Joe toured various historical landmarks around the BBU campus in the city of Cluj-Napoca, learned more about Romanian history, and sampled some traditional Romanian cuisine. The visit was made possible through an ERASMUS+ program at BBU, facilitated by one of his research collaborators, Dr. Delia Cristina Balaban, who is the Director of the Ph.D. School of Communication, PR and Advertising at BBU. Dr. Balaban and Dr. Phua are co-authoring research on use of AI and AI-generated content in social media advertising, which will be presented at various academic conferences including the AAA and the ICORIA.
Moving forward, I hope to develop more collaborative opportunities between BBU’s FSPAC and corresponding units at SMU, including the Temerlin Advertising Institute, so our faculty and students will be able to work with BBU personnel on various educational and training exchanges. – Dr. Joe Phua
This past May term, a group of our students and Professor Mark Allen had the opportunity to study in Taos, New Mexico. The SMU-in-Taos program offers students a chance to break away from their normal college routine and experience learning in a new environment.
Combining adventure and academics, students enjoy lots of free time to explore the beautiful area and engage in fun outdoor activities such as rock climbing and fly fishing. Additionally, the classes are relatively small and intimate, making it easier to build connections with classmates and professors. Professor Allen shared that this environment helped encourage meaningful conversations in his classroom about creativity, art, life, advertising, and academics.
Another highlight of the program was the convenience of the location. Professor Mark Allen reflected on how nice it was to trade his usual commute for the beautiful surroundings of the Taos campus.
“As someone who typically commutes an hour both ways to and from SMU, it was amazing to roll out of bed and right into a class taught in a log cabin with aspen trees just outside our classroom door!” – Mark Allen
Another advantage of studying in Taos is the opportunity to lighten your Fall and Spring schedules. SMU currently offers ADV 1321 Intro to Creativity in Taos, which satisfies your Creativity and Aesthetics (CA) CC credit. Plus, all prerequisites are waived for this section, meaning that you can take the course early without needing to meet the ADV 1300 requirement. The best part is that you earn your CC credit in just 12 days while enjoying stunning scenery and perfect weather.
Students truly cherish their Taos experience, as highlighted by Susan Wilson, who participated in the May term this past summer.
“Taos has been my favorite SMU experience so far! I loved my Intro to Creativity class because we all became very close and truly enjoyed what we were learning. Now that I’m back on campus, I always catch up with my Taos friends whenever I see them. I met people I wouldn’t have otherwise, all in a place completely different from SMU!” – Susan Wilson
Do not miss this fantastic opportunity to study in Taos, applications are now open for January and Summer of 2025! For more information email smutaos@smu.edu or visit their website.
This past May term, a group of our students and Professor Mark Allen had the opportunity to study in Taos, New Mexico. The SMU-in-Taos program offers students a chance to break away from their normal college routine and experience learning in a new environment.