Ad Club wins National Student Advertising Competition
The Ohio University Ad Club placed first in this year’s National Student Advertising Competition, sponsored by the American Advertising Federation. The announcement was made June 9. The annual competition is held in conjunction with the AAF National Conference, held in Atlanta this year.
This year’s competition involved developing a campaign for AOL’s Instant Messenger service. In an AAF press release, AOL executive vice president Lynda Clarizio congratulated OU’s team "for their exceptional creativity and business acumen with the AIM product campaign."
The cover of the OU Ad Club’s plans book.
"We were very impressed with the keen marketing insights presented by all of the participants, and I’ve no doubt that these students will make fantastic contributions in their advertising careers,” added Clarizio. [read AAF press release]
"It was an incredible experience today to get the team win. It was an unreal experience," said Ellen Cox, one of the Ad Club members in Atlanta for the competition. "All of those nights with no sleep were worth it."
In this video the Ad Club’s presentation team talks about the experience of winning the AAF’s student competition.
Presenters on the Ad Club team included journalism majors Ryan Dease, Liz Follet, Lauren Miller, Katelyn Mooney and Victor Rasgaitis. Cox and Megan Kosicki were campaign directors for the team.
The AAF National Student Advertising Competition National Champion, Ohio University 2008. Front (L to R): Ellen Cox and Megan Kosicki; back (L to R): Ryan Dease, Victor Rasgaitis, Liz Follet, Lauren Miller, and Katelyn Mooney.
"Our group was absolutely outstanding," said Tom Hodson, director of the E.W. Scripps School of Journalism.
"They were confident. They had a flawless presentation. They answered the questions with poise and maturity. To have defeated these schools they were in competition against was monumental," according to Hodson.
The AAF National Student Advertising Competition National Champion, Ohio University 2008. Front (L to R): Megan Kosicki, Ellen Cox, and Ryan Dease; back (L to R): Prof. Hong Cheng, Lauren Miller, Liz Follet, Katelyn Mooney, Victor Rasgaitis, and Prof. Craig Davis.
"When the AOL marketing director made the announcement she made the point of how important it was to have fun in this industry. That’s why our kids won, because of their chemistry," according to Craig Davis, who teaches advertising in the journalism school and serves as co-adviser of Ad Club.
"More important than anything is working together as a team, and they have fun. When a client works with an agency, they can see how much they enjoy working together."
The Ad Club reached the national finals by winning the AAF District 5 National Student Advertising Competition held in Lexington, KY, in April [see blog post].
Co-adviser of the Ad Club, Prof. Hong Cheng, was thrilled the win. "Besides enormous hard work throughout the campaign planning and great enthusiasm during the presentation, another thing setting our team apart from all other 16 competitors is, according to the five judges, that our students’ campaign is the most focused, most memorable, and most implementable one.
The AAF National Student Advertising Competition National Champion, Ohio University 2008. (L to R): Prof. Hong Cheng, Victor Rasgaitis, Lauren Miller, Ellen Cox, Megan Kosicki, Prof. Craig Davis, Liz Follet, Ryan Dease, and Katelyn Mooney.
"Our team is the only one that reached and won the national finals through its ad club’s extracurricular activities (rather than a capstone, semester-long course), which involved a total of nearly 40 students," Prof. Cheng noted. "This makes their win more special and more meaningful. Most of those voluntary individuals could not go to Atlanta for the national finals, but they contributed to this national first-place winning campaign in market research, media planning, and campaign designing. We have been thinking all of them in Atlanta."
OU’s students defeated the 16 other teams from around the nation that had placed first in their regional competitions.
The other teams taking part in the competition were Emerson College, Hofstra University, Florida State University, Columbia College, Indiana University, Louisiana State University, University of Wisconsin-Oshkosh, Webster University, The Art Center Design College-Albuquerque, University of Southern California, and Texas Christian University, as well as past winners George Washington University, University of Oregon, Texas State University-San Marcos, University of Nevada-Reno, and University of Virginia.