Students Shine at AAF Competition
Six SUNY Oneonta students traveled to New York City in April to participate in the National Student Advertising Competition, sponsored by the American Advertising Federation (AAF), to rebrand Mary Kay Cosmetics for the 18- to 25-year age demographic.
Each year, AAF college chapters can compete in a national rebranding campaign. Last year’s competition was for Glidden Paint. The students do primary and secondary market research, plan an entire rebranding campaign, and develop magazine ads, commercials and content for social media outlets. Then, they compete against all other colleges within their district in a timed presentation at the New York Institute of Technology.
Oneonta students Michael Belittle, Jessica Kemmerling, Jessica Leccese and Loni Lee represented SUNY Oneonta in the competition, and two other students, Lisa Ceccato and Cheryl Karpel, attended to assist. The students developed a campaign titled “The Miss MK” and presented it to a panel of four judges from some of the most prestigious advertising agencies in the world, including Deutsch and Sachi & Sachi. Oneonta competed against 18 District 2 schools, including large universities with AAF chapters made up of more than 250 members, said Communication Arts Lecturer Dawn Sohns, adviser for the Oneonta chapter.
“Although we did not win, we represented SUNY Oneonta very well,” she said. “This was a huge learning experience for everyone who participated in this competition, not to mention an amazing networking opportunity.”
SUNY Oneonta’s chapter of AAF formed last spring to help students apply what they were learning in their advertising and public relations classes in the Department of Communication Arts. Oneonta is the only SUNY college that offers students this opportunity.