Account Planning Graduate Students Tour Agencies in San Francisco

We probably all felt like we ran a marathon, but our reward was not a medal . . . instead our reward was gaining valuable knowledge of where the business of advertising may be headed -- and meeting some very cool people.

The San Francisco trip with the Advanced Account Planning class was arranged by Professor Burns (I am the TA for the class). It involved visiting 6 agencies in two days, and seeing some great work -- TV and unbelievable digital and social network based executions. The San Francisco market is incredibly competitive, and all of us were blown away by much of the work we saw.

The students also had the opportunity to make contacts and present their work to some of the hottest and best known agencies in the United States : DDB SF; AKQA; Venables and Bell; Hal Riney; Goodby Silverstein and Partners and Engine Company 1 (Grant Richards' new shop). And, in each agency one of the grad students in 391 presented a report on a topic they had prepared - and then they able discussed and received feedback about the agency guys. Planners, agency presidents and principals -- sort of movers and shakers at each shop. (I had the chance to pass off a few of my books at some of the agencies -- Burns wrinkled his nose at that, but didn't stop me.)

I believe this trip was a great experience for the class, for me and also important for our Department. This trip helped to promote our Texas Advertising Brand (we think we did a pretty good job), and I am sure each one of us came back to Austin with fresh ideas and concepts to share with our faculty and fellow students. (Oh -- and the names of a few pretty good places to have a beverage and take in the local scene.)

Jose Jorge Netto