In 2022, my agency, Initiative, nominated a handful of junior employees with 2-5 years of experience to participate in the 4A's Institute of Advanced Advertising Studies (IAAS) 12-week program that culminated with a pitch presentation to the case study client, Kia. The brief was to create an integrated advertising campaign for the Kia EV6 to set the tone for Kia’s EV appeal to younger buyers with a $15MM budget over the next 12 months.
I met with my assigned team of 5 people from different crafts and advertising agencies multiple times a week and had check-ins with the program advisors. We used our agencies' available tools, a survey, and focus groups to hone in on our driving insight and develop our strategy and big idea. We presented our final project via Zoom to a panel of judges including Kia marketing executives and various C-suite officers from advertising agencies. Out of 6 teams, my team was selected as the winner and awarded the Monty McKinney Award.
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