By JANELLE KEELER
J Alumni News staff
Students visit McCann Singapore
McCann and BBDO may be big names in the advertising agency world in New York, but that’s not the only place they can be found. Nine UNL students recently visited both in Southeast Asia: McCann Singapore and BBDO, Singapore.
The group was led by Sriyani Tidball, who teaches advertising at CoJMC, and her husband, Tom Tidball, well-known, international photographer. The Tidballs and the students traveled to Singapore, Cambodia and Indonesia on a two-week creative writing and photography study tour.
During their time in Singapore, the group met with several employees of McCann Worldwide. McCann Singapore, is a part of one of the leading global marketing communications organizations headquartered in New York. Mohamed Salim, the agency’s senior account planner, talked about McCann’s mission and philosophy: to be the best in every market and discipline in which they are involved.
Salim also talked about how the agency’s work involves not only traditional media, such as television, radio and print, but also digital and other nontraditional media, like online and viral advertising. He explained how demand for more nontraditional advertising is a thing of the present. Without it, he said, a campaign will not be complete.
Salim showed the group several examples of McCann’s campaigns. One of the most memorable was a viral campaign to combat working late. The campaign was launched online with a short video of two men in an elevator after a long day at the office. As they leave the lift, a ghost of an old man lingers. The video immediately gained awareness both online and in news reports about it.
One of the innovative projects McCann is working on now is the Singapore Youth Olympic Games Organizing Committee, providing expertise to develop the marketing campaign for the inaugural Singapore 2010 Youth Olympic Games this year.
During their stay in Singapore, the students also had an opportunity to visit BBDO, Singapore, where the award winning art director Pebble Goh shared some of her award winning work and talked about some of BBDOs global advertising campaigns.
Goh also gave the students some advice: “If you want to succeed in the advertising world, you need to be prepared to work, work, work.”
All told, the student group spent three days in Singapore, nine in Cambodia and two in Indonesia.
Janelle Keeler just graduated with a degree in advertising from the College of Journalism at UNL. After her trip to Southeast Asia, she has plans to move to Portland, Ore., with the hope of finding a new career in the advertising world.
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