The Buzz
The Buzz
THE global advertising campaign launched by DaimlerChrysler in 2002 just could be the brainchild of a group of University of Hawaii students. Students dream up
ad campaignThat's the big prize in this year's American Advertising Federation national student advertising competition, according to Louise Saffery, president of Honolulu media company Inter-Media.
Saffery is also vice president of the Hawaii Advertising Federation, and is local coordinator of the student competition.
Recruiters from the big advertising agencies will be present at both the regional competitions in April, and the national finals in June in Cleveland, she said.
While students from Hawaii have not won the national competition, several students have benefited from participation.
Saffery said of two of her former interns who participated in past years, one is now working at Con-Agra "doing brand work for Healthy Choice," while another "has a job in promotions and marketing for Legos, and flies all over the world on a corporate jet."
OTHER PARTICIPANTS have launched careers here at home, she said, naming Ogilvy & Mather Hawaii Media Director Page Gaylord and Star 101.9 Sales Manager Patrick Leonard.
Local students will first compete April 20 in San Francisco against other student groups from universities in California and Nevada, and the Art Academy of San Francisco.
The students' assignment is to create a global marketing campaign for Daimler-Chrysler, which will "reintroduce the company to the target audience while developing a positive image that will assist in positioning the company as the most admired transportation company in the world."
"They have a budget of $75 million per year for three years," Saffery said.
Erika Engle is a reporter with the Star-Bulletin.
Call 529-4757, fax 529-4750 or write to Erika Engle,
Honolulu Star-Bulletin, 500 Ala Moana Blvd., No. 7-210,
Honolulu, HI 96813. She can also be reached
at: eengle@starbulletin.com