Contact: Victoria Winkelman or Kami Duncan
SMU Meadows School of the Arts
(214) 768-3785 or (214) 768-2788

 

July 3, 2002

STUDENTS FROM SMU’S TEMERLIN ADVERTISING INSTITUTE WIN 2002 AAF NATIONAL STUDENT ADVERTISING COMPETITION

DALLAS (SMU) -- A team of 21 students from the Temerlin Advertising Institute at SMU’s Meadows School of the Arts won first place in the American Advertising Federation (AAF) 2002 National Student Advertising Competition held recently in Miami, Fla.

For the competition, considered the “College World Series of Advertising,” the students created an ad campaign for Banc of America Investment Services, Inc. (BAISI), a subsidiary of Bank of America, which sponsored the competition. SMU students competed in the finals with 16 colleges and universities including the University of Oregon, University of Minnesota and UCLA, which took second, third and fourth place, respectively. Judges were from Bank of America, its agency Bozell and other ad agencies. Last year, SMU students placed third in the competition.

Each year a major advertiser sponsors the competition and provides assignments for which each team prepares a plan book and 20-minute presentation. This year, the challenge was for advertising students to prepare a comprehensive $75 million introductory campaign for BAISI. Teams were to develop communications plans to increase brand awareness by 25 percent and double invested assets over a five-year period.

Student teams studied the target market, including media habits and competition. The SMU team concluded that too many investment firms convey the same, old message to invest, save and sacrifice for the future -- in short, “slave and save.” To differentiate BAISI, the students developed a campaign explaining that the company understands how to help consumers spend wisely for the things they want today as well as invest for the future. The campaign slogan is “Invest in life.”

“The students showed creativity, ingenuity and truly brilliant thinking,” said Kevin O. Anderson, a competition judge and Bank of America executive. “I give them all credit for tackling the challenges of improving awareness of investment services.”

Jim Goodnight, chair of SMU’s Temerlin Advertising Institute, said he was proud of the SMU students. “They created a terrific campaign and showed their professionalism in their plans book and presentation,” he said. “I believe this win reinforces the fact that the Temerlin Advertising Institute at SMU is making a significant contribution to advertising education.”

Last October, the Division of Advertising at SMU’s Meadows School was renamed the Temerlin Advertising Institute for Education and Research. The institute was made possible by lead gifts totaling more than $6 million, given in honor of Liener Temerlin, chairman emeritus of Dallas-based Temerlin McClain advertising, marketing and communications agency, for his contributions to the city and the advertising profession. The Temerlin Institute is one of many new initiatives made possible by The Campaign for SMU: A Time to Lead, a recently-concluded five-year effort that has raised nearly $540 million.

The institute has provided a new organizational structure to the advertising division and has been part of a major effort that began in 1999 to strengthen SMU’s advertising program. Changes have included hiring new faculty, raising admission requirements and expanding the curriculum to better prepare students for careers in account management, account planning, media planning, copywriting, art direction and advertising sales management.

SMU student team members included John Benedict of Menlo Park, CA; Molly Best of Dallas; Matthew Bumb of St. Louis, MO; Kristin Corcoran of Rockford, IL; Michael Finn of Marble Falls, TX; Evan Horn of Duncanville, TX; Cameron Jones of Austin, TX; Patrick Kuypers of Plano, TX; Abby Lawson of Rockwall, TX; Shaun Lemley of Dallas; Nick Morin of Corpus Christi, TX; Katie Newsum of Fort Wayne, IN; Mercedes Ortiz de Zavallos of the Republic of Panama; Carl Pankratz of Lubbock, TX; Jacob Perez of Ben Bolt, TX; Martita Sealy of San Antonio; Amanda Taylor of Dallas; Chris Varughese of Dallas; Amy Vinbladh of Spring, TX; and Philip Weigand of Dallas. Also on the team was Nigel Lowrie of Sugar Land, TX, who was named one of the “AAF’s Most Promising Minority Students” in advertising in the U.S. in February. The team's faculty advisor was Professor Peter Noble.


-30-