The battle over the brand has been fought and the final decision has been made. Throughout this fall semester a competition between two classes has ensued and it has conclusively come to an end. Dr. Burns' Account Planning graduate class and Dr. Wilcox's undergraduate Campaigns class have been duking it out over the Wells Fargo Campaign for Young Adults by Young Adults Program.
This fervent competition essentially consisted of creating and presenting a media based advertising campaign exposing 18 to 24 year olds to the Wells Fargo brand, increasing preference for and improving attitudes towards the product. The goal of the program was to research and develop outreach opportunities to this generation and to educate them about Wells Fargo and its various services. The overriding reward, as well as resume builder, for the winning team was the reality of having certain campaign components publicized in local campus based media during the 2007 spring semester.
For the past two months eight teams have been busy submersing themselves in all that is Wells Fargo. The groups consisted of four teams from each graduate and undergraduate class. These eight teams effectively played the part of a real world advertising agency, methodically thinking about effective brand positions and efficient marketing strategies. For many, this was their first taste of rigorous agency labor, in conjunction with the overwhelming pressure that accompanies this line of work. "Although stressful, the overall experience was extremely rewarding and humbling," stated Leigh VanderHamm, a participant of the program.
At the end of the eight-week period all teams presented their final ad campaigns in an internal faculty review. Two teams from each class were selected to move forward to pitch their winning concepts in front of a panel of judges, which consisted of Wells Fargo marketing executives and affiliated advertising agency executives. These four individuals were given the responsibility of deciding who would receive the ultimate prize and recognition.
The final four teams who had the staggering opportunity to present their innovative ideas to the panel were two graduate level teams, Logic Farm and Idea Magnet, and two groups from the undergraduate Campaigns course, Paper Shaker Media and 6 Degrees of Communication. After all teams pitched their creative campaigns, the panel then deliberated and soon announced their decision and allotted awards. The four judges each commented on their decision-making process, complementing all teams on their hard work and original solutions, but only one group could be dubbed as the definitive winner. Their final decision came down to two teams but Paper Shaker Media ultimately seized the title and won the account.
Every program team's work was appreciated and praised, and not one participant's strive and sweat was overlooked. Gina Fung, VP for Experience Marketing at Wells Fargo noted, "Thanks again for giving us the opportunity to participate with your classes. It was a truly enriching experience and we were blown away by the talent and dedication put forth by your students on this assignment." The experience for all applicants was one that can be taken with them and hopefully has already better prepared them for what is to come in their future.
10/31/2005