Two Ad students to participate in exclusive Martin Agency program

Congratulations to two AdPR students who will participate in The Martin Agency's student workshop this January. Liza Wooten, an advertising major and Spanish minor from Charlotte, N.C., and Lindsay Davis, an advertising major from Buford, will take part in the annual 10-day undergraduate program in Richmond, Va. 

       The program is designed to "give college students a true experience in the advertising business," according to the Martin Agency's application. "It is our hope that after participating in the workshop, students will gain a better understanding of how an agency works, its creative environment and its philosophy. This workshop helps students discover whether advertising is the career for them."

       Approximately 15 students are chosen every year for the workshop. "Having two students accepted into this very competitive program speaks to the caliber of advertising talent at UGA," said Tom Reichert, AdPR Department Head.

"I also felt that with how respected this program is and The Martin Agency itself, it would open many doors for me and introduce me to some insanely creative and intelligent people."

       The program schedule includes seminars on public relations, account management, marketing intelligence and studio art. The students will also have the opportunity to work on a case project, in which they'll develop a communications plan for a real client, and present their findings to agency executives and a client representative. 

       Wooten said she was inspired to apply because of the program's learning opportunities.  "It seemed perfect because hopefully by the end of this internship, I will have somewhat of an idea of what it is like to come up with an idea from start to finish, whether that will be an ad campaign or a way to re-market a product, and pitch it to an actual client," Wooten said. "I also felt that with how respected this program is and The Martin Agency itself, it would open many doors for me and introduce me to some insanely creative and intelligent people."

       In addition to participating in the Martin Agency workshop, Lindsay Davis participated in the UGA Cannes Lions Study Abroad program in 2012.

       Founded in 1965, The Martin Agency is a leading advertising agency based in Virginia. In 2010, the agency was named AdWeek's "U.S. Agency of the Year."

UGA AdPR students strategize new campaign for a local business

A print piece from the winning campaign.

Students in the AdPR 3110 Advertising Message Strategy class had the opportunity to revamp an advertising campaign this spring semester for a local business, Pints and Paints, Athens’ first art bar and studio.

“There is great value — for both the students and the community — in having a real client for the semester-long project for the Message Strategy class. Students are able to tackle real time, real world marketing challenges,” said Dr. Kirsten Strausbaugh-Hutchinson, senior lecturer in the Department of Advertising and Public Relations, and instructor for the course.

The students were divided into teams, or advertising agencies, for the entire semester to build a creative campaign to pitch to Abby Denham, the owner of Pints and Paints. The three teams focused on several themes, such as the company's locally-owned roots and Athens-based paintings. Denham ultimately chose a student campaign that embodied these concepts called “Outside the Lines, Inside Athens.”

“Our campaign capitalizes on the unique and local flavor of the culture of Athens that Pints and Paints has come to embody through its innovative take on nighttime entertainment,” said Channing Jones, a sophomore marketing and advertising major who was part of the winning campaign. “Ultimately, we wanted all of our communications pieces to exude the same rustic, earthy, artsy vibe customers feel upon visiting Pints and Paints.”

Some students found the semester-long project a challenging but rewarding process.
“The creative process was more challenging than I expected it to be. It was difficult for myself and my group to reject our initial ideas and to dig for something deeper and more meaningful,” said Alyson Shields, another student who was on the winning campaign team.  “But ultimately, we created a campaign that we were proud of and that we were certain would stand out and be memorable.”

One student said she felt so inspired by the company’s history, she pursued a follow-up internship after the class was over. “As soon as I walked into Pints and Paints for our first meeting with Abby, the owner, I instantly knew that I'd made the right decision when I decided to become an advertising major, and I knew that I had to work for her,” said Brittney Johnson, another student who took the course.

Overall, the class helps students gain hands-on experience, said Dr. Strausbaugh-Hutchinson. “They learn to interact with clients and to assess their business needs, as well as gain presentation experience, learning to be confident in pitching their recommendations. And from a community standpoint, we're able to help local Athens-based businesses grow and thrive.”

“Message Strategy has been one of the most exciting classes I have ever taken,” said Shields. “Having a real-life client motivated me to really push myself, more than any letter-grade has ever motivated me. Given the opportunity, I would take the class again in a heartbeat.”

Ad students conduct taste research for Bob Evans

Meat and potato lovers in the Grady College were in heaven January 26. Dr. Strausbaugh-Hutchinson's capstone campaigns course took time out to 'discover farm-fresh goodness'.

This semester, the ADPR 5740 students are tackling an integrated marketing plan for Bob Evans Food Products, and will be developing communications geared toward consumers of the brand's frozen and refrigerated offerings. The products are a nationally distributed line extension of the popular mid west Bob Evans restaurant.

The capstone students, along with faculty, staff, and many other Grady College students, were able to sample everything from savory sage sausage links, to the brand's original roll sausage, to thick-cut bacon, to garlic mashed potatoes. "Yum," said Department Head Tom Reichert. "Bob Evans can be apart of my diet any day of the week. A big thanks to Matt Wilson at SBC Advertising for making this possible."

It was a delicious way to truly get to know their client's products and to get a taste of what they'll be selling this semester!

AdPR Recent Alum Spotlight: Kaley Meier

Kaley Meier graduated from UGA May 2010, with a degree in Advertising and a Comparative Literature minor. She currently resides in Chicago and works at Leo Burnett's Arc Worldwide.

What are you doing now and how did you get there?

I am an Assistant Account Executive on the Procter & Gamble account at Arc Worldwide in Chicago. Arc is the shopper marketing agency within Leo Burnett. I was well into my job search when I graduated in May and I managed to keep in touch with a contact I had in the HR department at Leo Burnett. Although nothing was available at the time, I sent him emails of interesting ad articles/campaigns every other week for a few months and mailed him a new marketing book I was reading so I would stay on the top of his mind.

When a position opened up for an entry level account person at Arc, I had a few phone interviews and was hired shortly afterwards. I stepped into the office on August 15th and have been learning, developing, and loving my position here ever since.

What are your responsibilities as Assistant Account Executive at Arc Worldwide?

A position on the account side is a great opportunity to work with every dimension of the business from creative and strategy to brand management and production. I help coordinate a number of in-store executions including product trays, displays, coupons, and online e-commerce.

My team is founded in shopper behavior and a constant drive to grab the attention of the shopper while he/she is in the store or shopping online. Shopper marketing is one of the fastest growing specialties in advertising because it relates directly to the point of purchase. Each day is different than the one before and I can honestly say I look forward to coming in every morning and contributing to great work.

What is your favorite Grady memory?

Grady has an amazing program, but the faculty is by far the program's greatest asset. My favorite Grady memory definitely involves Dr. Peggy Kreshel and Dr. Kirsten Strausbaugh-Hutchinson's campaigns class. The campaign assignment was challenging, time-consuming, and intense, but having that experience as an undergraduate was invaluable.

During that semester, most of my dinners can from a vending machine. I think I single-handedly supported Jittery Joes' business and I had a long-term relationship with the media wing in the MLC, but I made great work and that's what this business is all about. My team's finished product might not be Effie-worthy, but the guidance and feedback from Drs. Kreshel and Strausbaugh that we received along the way is so applicable to the industry. I can not thank them enough for preparing me for this career.

What advice do you have for current AdPR students?

The best advice I can give to any student involved in Grady's program is to stay curious. The main point of difference that set me apart in the interview process was the way I sold my sense of curiosity and passion for the ad industry rather than just pitching myself as a potential employee.

Grady provides a great platform for you to excel in the industry, but its your sense of curiosity to learn more about what makes a campaign great that is going to give you an edge in this industry. Going above and beyond a basic cover letter and resume will make you a more desirable candidate in the job market and, when you actually get a job, will lead to great, insightful work that positively impacts the brand and its consumers. Best of luck!

AdPR Alum Spotlight: Whitney Jones

Whitney Jones graduated in 2006 from UGA with a degree in Advertising. She currently resides in Atlanta.

What are you doing now and how did you get there?

Currently, I'm a Communications Specialist in Atlanta at the Emory University Department of Medicine. Before that, I was a Marketing Strategist and Internal Communication Specialist with WellStar Health System in Marietta for over four years (January 2007-June 2011). I got my start with WellStar as a Marketing and Publications intern back in August 2006.

What is your favorite Grady memory?

My favorite Grady memory would have to be my summer 2006 capstone course. There were several students unable to take the Advertising Campaigns course during the spring semester due to class size limitations. Grady added an additional course during the summer to allow for us to graduate with our class. Since it was a summer course, my classmates and I became really close and truly embraced our final project. I think having the class during the summer gave me a greater respect for the project and the processes it involved.

What advice do you have for current AdPR students?

Be sure to put yourself in a position where you are always gaining experience and connections. It may seem difficult at times, but if you are willing to put in the time and effort, the hard work pays off.

Grady campaigns students share social media ideas with Turner Entertainment

This week Grady Advertising students presented social media and mobile campaign ideas for executives at Turner Entertainment. As part of an innovative learning alliance between Grady College and Turner Entertainment, students get the opportunity to work on projects assigned by Turner. After the student presentations, TEN executives offered career and creative advice to students.

Much thanks to Dr. Jennifer Griffith who taught the campaigns course, and to other faculty and graduate students who coached student teams.

AdPR Young Alumni Spotlight: Meghan Ann McMullen

Meghan Ann McMullen graduated from UGA in 2010 with a degree in Advertising and is currently living in Atlanta.

What are you doing now and how did you get there?

I am working at Group M Motion in Atlanta- I am an assistant media buyer/junior buyer. During my senior year, I participated in an internship in Atlanta. I was going to school full time and working part time in Atlanta- commuting back and forth. This internship, compiled with my prior experience, served to open up several doors for me when graduation rolled around. I was able to network while still finishing my senior year. The connections that I made my last year at UGA were the ones that led me to my job at GroupM Motion.

What is your favorite Grady memory?

My favorite Grady memory would have to be my senior year campaign's class. Our final pitch for Bed Bath and Beyond will forever be embedded in my memory. I remember stressing so much over our final presentation and working long hours attempting to perfect our strategy. Half of our team had to miss out on Easter with our families because we had to scrap our whole creative idea and start from scratch. We ended up winning the pitch, however, I am more proud of all of the hard work that my team displayed all semester long!

What advice do you have for current AdPR students?

Work hard. Do not be discouraged in the job hunt- I interviewed at 8 different places before I found the right fit. Never underestimate the power of networking- you never know where it may lead!

AdPR Faculty Profile: Advertising Professor, Dr. JooYoung Kim

Dr. Kim is an Associate Professor of Advertising at University of Georgia in the Grady College of Journalism & Mass Communication.

What classes do you teach?

Advertising Campaigns (Undergrad/Grad), Global and Multicultural Advertising (Undergrad/Grad), Advertising Research (Grad), Quantitative Research Methods in Mass Communication (Grad), Advertising Management (Undergrad)

What is the focus of your research?

Advertising integration effectiveness, brand extension, brand loyalty, and consumer emotion

What is your relationship with your students (undergrad and grad)?

I am connected with many undergraduate students through social networking sites such as LinkedIn and Facebook. My relationship with graduate students is not only for research but also about making long-term friendships in academic life. Sometimes it feels that we are like a family.

What do you do in your spare time?

Golf! Still struggling but an avid golfer. My goal this year is to break 90 consistently.

How do your experiences in advertising in South Korea effect or translate to your work here?

My experience in advertising in Korea is a unique one that can contribute to my research and teaching. I have used many Korean ads in my Global and Multicultural Advertising class. Persuasion styles between Korea and the U.S. are often very different. Students can really take on new perspectives in terms of creative and message strategy from watching Korean ads.

This past semester, what account did your Advertising Campaigns class work on?

My campaigns class participated in Direct Marketing Education Foundation's (DMEF) Collegiate ECHO Challenge. Each year, the sponsoring client is different and this past year it was charity:water, a non-profit organization bringing clean and safe drinking water to people in developing nations. Five teams in my class submitted their projects to DMEF and we should know the results of the competition in July. I am excited to see how charity:water evaluates the ideas from my student teams.

Find out more about Dr. Kim here.