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Coca-Cola creative team to claim the Cocky Award

The 12th Annual Cocky Award for Best Super Bowl commercial will be presented to a creative team from Coca-Cola on Tuesday, April 14 from 2:50-4 p.m. in Callcott Auditorium.

Jennifer Healan, group director of integrated marketing content, and Sarah Traverso, director of multimedia production, will share stories about the making of Coca-Cola's 'Make it Happy' commercial. They will be joined in the presentation by Russ Mischner, a 2000 alumnus of the School of Journalism and Mass Communications, who leads the Coke Teen Campaign.

The Cocky Award has become a coveted advertising award. Each year, the winning team has traveled to the Columbia campus to claim the prize and discuss the making of the commercial.

The Super Ad Poll is conducted by journalism professor Bonnie Drewniany and students in her course on Super Bowl advertising. The students gather on Super Bowl Sunday to critique the commercials for persuasion, brand identity and likability.

The presentation of the Cocky Award is free and open to the public.

 


Meet the Creative Team

Jennifer Healan

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Jennifer Healan began her career at McCann-Erickson, first in Atlanta and then in New York City.  It was here Jennifer first worked on Coca-Cola brands, developing creative for North America powerhouse brands Diet Coke, DASANI, POWERADE & Coca-Cola for six years. 

In 2006, Healan moved to Jacksonville, Florida, to be with her husband.  She joined Nemours, one of the country’s largest pediatric healthcare organizations, as director of brand management where she developed their first enterprise-wide marketing campaign and introduced them to the integrated marketing communications platform.

In 2011, Jennifer returned to Atlanta where she is now group director of integrated marketing content for Coca-Cola in North America. She led the content strategy and development of the past four Super Bowl campaigns including the award winning Polar Bowl campaign, the emotionally provocative "It’s Beautiful" campaign that started a cultural conversation in America and this year’s #MakeItHappy campaign that celebrated changing online negativity to positivity.

Russ Mischner

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Russ Mischner is a senior manager within the Integrated Marketing Communications group at The Coca-Cola Company.  In this role, he leads content strategy and development for brand Coca-Cola’s U.S. Teen recruitment efforts.  Recent Teen programs include the "AHH Effect," "While Your Tongue Is Young" and the "Share a Coke" summer campaign.  

Prior to joining Coke, Mischner served as a broadcast creative manager at The Home Depot where he drove its multichannel advertising efforts, including the rebranding in 2009 from its longtime tagline "You Can Do It. We Can Help." to "More Saving.  More Doing."  

Mischner also has extensive experience across different consumer categories on the agency-side as well, with previous stints at mcgarrybowen New York working on Reebok and Marriott International and Ogilvy & Mather New York on AT&T Wireless.  

Russ is a native of Camden, South Carolina and a 2000 graduate of the University of South Carolina School of Journalism and Mass Communications.  

Sarah Traverso

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Sarah Traverso began her career as a consultant at Anderson Consulting.  Later, with APR Group, she learned the ins and outs of the advertising world and commercial filmmaking.  It was during this time that Sarah helped create popular national campaigns for the Coors Brewing Company.

To expand her skill set, Traverso moved onto the agency side in order to gain more first-hand production experience. As an agency producer at Deutsch LA, she was tasked with creating the then popular Old Navy campaigns.  Later, with J. Walter Thompson, she produced campaigns for many clients including the United States Marines.  Finally, for Fitzgerald + Co, she was introduced to the world’s most popular brand, Coca-Cola. With so much hands-on experience working on large advertising campaigns, she was quickly recruited to come work for The Coca-Cola Company.

As group director of multi-media production and head of agency operations for The Coca-Cola Company, North America, she and her team lead all production content across the entire Coca-Cola portfolio. Recent productions include Coca-Cola’s Super Bowl campaigns "Polar Bowl," "It’s Beautiful" and "Download Happiness."