Photo Left to right: Henry Shih, Amanda Fleising, Srikanth Sekar, Farrukh Qamar and Jonathan Allison
It was supposed to be a theoretical case study, but five MBA students from Concordia University's John Molson School of Business got a chance to put theory into practice after designing an advertising campaign for some of the city's top advertising executives.
As a group project for Harold Simpkins’ Integrated Marketing Communications
class, the students were asked to come up with a campaign for the Association of Quebec Advertising Agencie
s (AAPQ) to promote its trade mission to New York City during Advertising Week, the industry's largest annual conference.
The team consisted of Amanda Fleising, Henry Shih, Farrukh Qamar, Srikanth Sekar and Jonathan Allison. Over the course of three in-class presentations, the team had the opportunity to address various AAPQ representatives, the CEO of ad agency BleuBlancRouge and a representative from the Sid Lee advertising agency. They were named winners of the in-class competition and were invited to join the AAPQ at Advertising Week from October 2 to 5, with all expenses covered by the AAPQ.
“It was a great feeling to win a competition and then to see so many of our recommendations implemented at Advertising Week in New York,” said team member Srikanth Sekar. “Also, it was a great experience for us to present to the entire board of the AAPQ, which mainly consists of CEOs of top ad agencies. “
From July to October, the team worked with the AAPQ on a number of the initiatives that they had proposed in their case study. Most notably, the creation of a seminar that would help Montreal advertising agencies establish relationships with search consultants that would ultimately result in increased sales.
Two team members, Amanda and Jonathan, were available to travel to New York and had a tremendous experience, filled with networking and learning opportunities within the advertising industry. During their four-day stay, they helped the AAPQ with promotion initiatives and attended advertising industry seminars. They also had the opportunity to attend an AOL party, the Cirque du Soleil Zarkana show and a learning dinner at New York’s famous Friar’s Club.
“We feel incredibly lucky to have taken part in the campaign,” agreed Amanda and Jonathan. “We are thankful to both the AAPQ and professor Simpkins for an experience that we will not soon forget.” Posted November 9, 2011