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Students create global campaign Columbia partakes in Midwest DaimlerChrysler assignment By Sonia Schneider Staff Writer For the first time in it’s history, college students who participate in the American Advertising Federation’s (AAF) National Student Advertising Competition (NSAC) are being asked to create a global campaign for DaimlerChrysler. Columbia’s advertising students along with students from nine other Midwest colleges and universities are participating in this competition. These students are required to act as a complete advertising agency. “This is the first time students from any other department have helped to produce the advertising campaign,” said Margaret Sullivan, chair of the Marketing and Communications department. Peter LeGrand and Kay Hartman teach an interdisciplinary class with art and photography. They were approached to help the campaign, lend ideas and take the photographs printed in the campaign booklet. “The interaction between different majors is incredible. They spark up ideas from each other and it is wonderful to see,” LeGrand said, who is a professor of photography. According to Sullivan in 1991 the AAF was started at Columbia as a marketing club, which entered the NSAC and placed 11 out of 13 entries. But at that time the students didn’t have to complete a global campaign. Subsequently, DaimlerChrysler broadened the assignment beyond the traditional parameters. After realizing the professionalism of other competitors at the competition, Sullivan added Advertising Campaign Practicum to the curriculum. Advertising Campaign Practicum is a two-semester course, which teaches students how to work as an advertising agency to prepare a complete integrated marketing campaign. The two facilitators are Kevin Christophersen and Herb Allen. “This course is the ultimate capstone class for a marketing communications student,” Sullivan said. A 1997 graduate of Columbia, Christophersen participated in an earlier NSAC. His enthusiasm for Columbia’s approach to education prompted him to leave his job at Leo Burnett and become a full-time instructor. “All of the students have put an incredible amount of time into this class. I am extremely proud of their work. Even if they don’t win at the competition these students have already won in my book,” Christophersen said. Students don’t have to be a marketing major to take this course and don’t have to take both semesters of the course. Many top advertising agencies use this opportunity to scout for the industry’s newest talent. Recruiting at district and national NSAC are expected. “This is the one opportunity for students to get recognized for their efforts and to do real work. Even in the years the students haven’t placed they were approached and some were hired right off the floor,” Sullivan said. The competition is the final place to determine if the student’s ideas could work in the advertising industry. Each student will be able to walk away with a 40 page-marketing plan to put in their portfolios. The Columbia Chronicle would like to hear your opinion on this topic. Note: If your browser does not support multiple windows, click here. Back to top | Home The Columbia Chronicle is a student produced publication of Columbia College Chicago and does not necessarily represent, in whole or in part, the views of Columbia College administrators, faculty or students. |
April 23, 2001 This week in Campus News:
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