LEAD Wharton Visits the New York Office
As a LEAD (Leadership Education and Development) partner since 2008, Draftfcb has long dedicated resources to help diverse high school students develop leaderships skills. Some 50 students from LEAD, a national non-profit organization that unites colleges and universities with corporations and businesses to expose students to various fields and boost confidence and performance, enjoyed an educational and informative day at Draftfcb New York on Tuesday, July 17.
Students from the Wharton LEAD program arrived enthusiastic about learning how an agency works and to test their creative chops. The day included a creative challenge to design a campaign for Nivea for Men’s new product Pure Impact.
The day began with a marketing overview and a panel discussion about advertising as a career. From ethics of advertising to the value of emotion in ads, students bantered with our panelists, even offering ways they might just take their jobs. Panelists included: Winsome Kirton, assistant media planner; Logan Leabo, copywriter; Melissa Pierre-Louis, account supervisor; Amy Yan, digital strategic planner. Priya Desai, a senior account executive, moderated the panel.
After the panel, students reviewed a few of the network’s most successful campaigns including OREO, Dead Space 2 and Taco Bell. They examined the work and discussed what made the campaigns successful.
Finally, they were divided into five groups and given one hour to design a digital campaign for Nivea for Men. Students used video blogging, contests, prizes and a host of other mediums to market Pure Impact. The winners were rewarded with iTunes gift cards.
As the day drew to a close, students voiced their connection to the Draftfcb community. It wasn’t a one-sided experience. While our staff taught the students about the industry, they in turn challenged us to look at things differently. A win-win for all involved.