ETSU student team takes first place in AAF NASC district competition

Published 12:38 pm Monday, May 4, 2020

JOHNSON CITY – A team of students from three departments at East Tennessee State University won first place in district 7 of the American Advertising Federation’s (AAF) National Student Advertising Competition (NSAC) sponsored by Adobe.

 The NSAC tasks AAF college chapter teams to develop an integrated marketing campaign in response to a real-world marketing challenge facing Adobe.

 This is ETSU’s second first-place finish in three years in AAF District 7, which includes such institutions as Louisiana State University, the University of Alabama, the University of Memphis, Middle Tennessee State University and others.

 The ETSU team, which is team is made up of 27 students from the departments of Media and Communication, Art and Design, and Digital Media will move on to the semi-final round, which will be held virtually May 7. Eight teams will be selected for the finals, which will be held over the summer, with winning teams earning cash prizes.

 “NASC brings out the best of the best, challenging students to create campaigns to meet client goals on a national level,” said Megan Fannon, senior lecturer of advertising and public relations in the Department of Media and Communication. “This case was one of the most challenging we’ve seen, and the students dove deep into client and market needs and marketing concepts and strategy to deliver a unique approach. Our collaborative work provides students with a one-of-a-kind immersive experience with professional learning outcomes. We’re excited to see where their work leads.”

 Jonathan Hounshell, professor in the Department of Digital Media, also praised the team for its efforts, particularly in light of the extra challenges posed by a collaborative class held remotely due to the COVID-19 pandemic.

 “You can’t tackle such challenges without all hands on deck. Our students really delivered. I believe the ETSU team is set apart from the rest because of the heart and diligence in each and every student. They spent the semester working tirelessly to achieve the excellence that our school brings each year to the NSAC,” he said.

 “Being a part of this collaborative group of dedicated mentors and talented, driven students is a magical experience every season,” added Kelly Porter, associate professor of graphic design in the Department of Art and Design. “Our departments are currently working to create more of these real-world collaborations in the classroom to give our students the competitive edge when they graduate from our programs.”

 The AAF acts as the “Unifying Voice for Advertising,” with nearly 100 corporate members made up of the nation’s leading advertisers, agencies and media companies; a national network of nearly 200 local clubs representing 40,000 advertising professionals; and more than 200 college chapters with 5,000 student members.