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Drew University Students Claim BEST Award at National Student Advertising Competition

Organized by the American Advertising Federation

May 2024 – Drew University Marketing Theory and Practice capstone course students are celebrating a big win at this year’s National Student Advertising Competition (NSAC), an annual event organized by the American Advertising Federation (AAF).

The class, representing Drew University for their inaugural participation in the event, claimed a BEST Award in the Best Human Truth category. 

Tide, a corporate event sponsor, tasked the participating teams with developing a full marketing communications plan to entice 18-35-year-olds to switch to a new mode of doing laundry—washing clothing in cold water using Tide. 

Drew’s campaign, themed Bright Beginnings, was recognized for their consumer insights that most effectively tied an otherwise broad and disjoined target group together. 

“​​This is a big win for the Drew team which participated in this competition for the first time and went up against five other schools with much larger teams and more established programs organized around the NSAC competition,” said Assistant Professor of Business and Anthropology Yuliya Grinberg.

Modeled closely on the workflow and output of advertising agencies, the competition required students to take ownership of every aspect of the creative process, including conducting original research, developing strategy, designing creative, and preparing a detailed media plan. The work was evaluated by executives from leading advertising and media agencies in New York City, including Saatchi & Saatchi, which handles advertising for Tide.

Leanna Jara C’24, Abby Fennelly C’24, Michele Pepaj C’24, and Shelsie Fernandez C’24 presented the project on behalf of the class at the competition, which took place at Pace University. 

I hope you are proud of your first attempt at this competition,” said NCAS Organizers Judy Markoe and John Mulder in a statement.This wasn’t ‘just’ a best performer award—it spoke to reaching every market…pretty critical for our profession.”

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