Posted by Melissa Ann Im
Top advertising agencies and high schools teamed up to present their creative campaigns for the 9thAnnual Advertising Futures Competition on October 3, 2012 at the office of JWT in New York City. The competition took place as part of Advertising Week, bringing together the Ad Council, agencies and students. Excitement mounted due to the possible reward – the winning team’s ad will be featured in
The New York Times and posted on a billboard on 42nd Street.
This year’s assignment: Design an ad campaign to build awareness and encourage employers to hire U.S. veterans. Students were asked to develop a campaign to convince American citizens that war veterans should not only be viable candidates for blue/white collar jobs, but should be highly sought after for having received training that only the military can provide.
The client was the Iraq and Afghanistan Veterans of America (IAVA).
The students and their partner agencies including JWT, DDB, McCann and others had three weeks to prepare a campaign. After only three briefing meetings, the students had to conduct research, strategize and flesh out a full campaign to achieve the marketing objective.
The presentations were impressive, and a group of top industry panelists, including IAVA Chairman and former CEO of Y&R, Ed Vick, carefully examined each campaign. At the end of the presentations the judges deliberated, and before announcing the winners went through each campaign providing feedback and compliments on the students’ work and creativity.
Ron Berger, an active supporter of the competition and one of the founders of the High School for Innovation in Advertising and Media (IAM) in Brooklyn, spoke to encourage and commend the students for what they were doing for the future of the industry. He even mentioned that the competition was his favorite part of Advertising Week.
IAM presented a clean and unique campaign in the form of a resume with all of the traits and qualifications of America’s war veterans. IAM placed 3rd out of more than 10 schools which is a huge accomplishment for the students considering this is the first year they have placed. IAM students
have participated in the competition.
A big congratulations to all of the schools and a special congratulations to the 4A’s IAMHigh School participants.
The very first graduating class from the High School for Innovation in Advertising and Media (IAM) received their diplomas on June 26, 2012 in commencement exercises held at the Brooklyn Museum. Formerly Canarsie High School, IAM was established in 2008, an effort led by the 4A’s, the leading trade association for the advertising industry.
The 4A’s wanted to educate teenagers about careers in advertising to broaden and diversify the industry’s talent pool for years to come. IAM is the first public high school in the U.S. that has advertising and marketing communications as part of its core curriculum. Jermaine Richards, a graduating senior, said he realized how much a part of life advertising is, now that he’s been through the school. Nancy Hill, President-CEO of the 4A’s, addressed the 48 graduating seniors, telling them that “anything is possible, but not everything is possible.” [See video for her full comments.]
Ron Berger, co-founder of IAM and chairman of its industry advisory board, said it was especially gratifying for him as a Brooklyn native and advertising veteran to see this day. Interpublic CEO Michael Roth delivered the commencement address and said how important it is for the ad industry to cultivate and educate the next generation of marketing communications professionals.