UofSC students win 2nd place in national advertising competition
By Caleigh McDaniel
The University of South Carolina’s AdTeam won second place at the American Advertising Federation District 3 level of the National Student Advertising Competition. The last time UofSC’s AdTeam won second place was 2009.
Each year at the National Student Advertising Competition, a South Carolina student team faces a real client challenge and competitors from across the country. This year’s client was Adobe Advertising Cloud.
Students researched the brand and its competition, identified problems and analyzed issues. Team members organized, executed and presented a complete integrated communications campaign — from situation analysis to marketing strategy, ideas from creative strategy to execution, concepts for traditional and nontraditional media, sales promotions and public relations, a budget and post-campaign analysis. After months of work, the team created a 24-page plan book then pitched its campaign to a panel of judges in district challenges.
This year’s AdTeam students also had to quickly adapt to the rapid shift to virtual education and an online pitch. The students gave up spring break to stay together and work before shifting to online work the break.
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