Ithaca College Ad Lab Team Advances to Finals in National Advertising Competition
ITHACA, NY — The Ithaca College Ad Lab team has advanced to the national championship of the American Advertising Federation’s National Student Advertising Competition (NSAC). Comprising 24 integrated marketing communications (IMC) majors in the Roy H. Park School of Communications, the team will face off against 18 other regional winners in the finals, to be held in June in San Diego.
Each year as part of the NSAC, a corporate sponsor provides a case study outlining the history of its product and current marketing situation. Student teams develop an integrated communications plan for the client and “pitch” their proposal to a panel of judges. This year, teams worked with a hypothetical $100 million budget to create a campaign for jcpenney intended to increase shopping frequency and spending by female customers ages 25–34.
Taught by Scott Hamula, associate professor and chair of the Department of Strategic Communication, Ad Lab is a senior capstone course for IMC students in the Park School. Competing against teams from colleges and universities across New York, Pennsylvania and the District of Columbia at the regionals held in New York City, the Ithaca team scored highest for both its plans book and its presentation.
“It was a very exciting day that was as good as it gets,” said Hamula. “When the judge announced that Ithaca College had won, our team erupted with cheers and hugs.”
Team member Amanda Roselli said being a part of Ad Lab was something she had looked forward to before even arriving on campus her freshman year. “It has been so rewarding to see our hard work pay off and I am truly proud to have worked side by side with my teammates.”
The other members of the team are Patrick Ballester, Maya Ben-Yaacov, Joann DeLanoy, Amy Diehl, Jacqueline Dong, Christianne Enos, Key Fox, Ryan Gilpatrick, Allyson Hotchkin, Jennifer Kamish, Zachary Keller, Beth Pinsker, Emily Race, Matthew Reid, Madison Rizzo, Shayna Saunders, Alexandra Scillieri, Chloe Scutt, Mariel Simens, Jessica Spencer, Lauren Strassman, Mykal Urbina and Gina Uttaro.
Among the institutions against which Ad Lab will now compete for the national title are the University of Texas, University of Miami, Ohio University and Brigham Young University. Ithaca has won the regionals nine times and took home the national championship in 1993.