Professor Sandra Kumorowski of Loyola University today sent me this story. After browsing through real quick, I must say I found her approach uniquely interesting and the work of her students; Sinya Wu, Kimberly Galitz, Christina Martinico, Kris Slaboszewski and Jamie Kuntanarumitul (look them up on Facebook if you wanna hire great talent before competition does) - quite promising. Interestingly the word “fresh” is fashionable in my country, Denmark, right now. Mainly due to a hugely popular TV commercial for Carlsberg soliciting fresh beer that ran a few years ago.

Below the article republished from Imedia Connection who generously sponsored Sandra’s project with a link to the “iMedia Creative Brief”. Read on to learn about how you can give kudos where kudos is due. Enjoy and please do send some “kudo” to the people who deserve kudos.

At the end, click to read the full article at iMedia Connection - they offer heeps of great content too.

Article was written by Jodi Harris

Late in 2008, iMedia was approached by Sandra Kumorowski, a professor at Loyola University in Chicago, with an interesting opportunity. Sandra wanted to find a way to incorporate some of the resources on iMedia Connection into a graduate class she was teaching on integrated marketing communications.

^{Advertisement
Check out our web-seminars - many are free
http://www.markedu.com}

We developed the cooperative project as a creative case study/competition, presenting the class with a fictional challenge that reflects a very relevant marketing concern: develop an integrated marketing campaign strategy that will serve to bolster the American automotive category, which has been challenged by international competition, economic, and environmental factors, as well as by ever-changing consumer behaviors.

The resulting campaigns were reviewed by a panel of interactive marketing experts, who judged the proposals based on key points in the digital campaign process: originality/creativity; effectiveness of media integration; appropriateness for the target audience; ability to be executed; and potential for a strong return on investment.

Though all the proposals showed the talent and skill of this group of future marketers, the panel ultimately found one that stood out from the crowd. The winning campaign, What’s Fresh in the American Auto Industry, follows, along with some comments from the panel on what made this campaign worthy of sharing with the marketing community.

Web-seminar: How to create better synergy between Marketing and Public Relations with Dr. Olivier Riviere
We hope that the project shines some light on the next wave of talent in interactive marketing: students, who will soon be offering up their skills to an industry that is always looking for the next big idea.

–> See the iMedia Creative Brief here

–> Read the full article here