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Robertson Students win multiple awards at regional ad competition

Mar 22, 2016

Posted in: News

Hiba Ahmad
The Richard T. Robertson School of Media and Culture
Web Content Intern

Nine teams of students from the Richard T. Robertson School of Media and Culture took home trophies at this year’s local ADDY Award show, a major competition hosted by the American Advertising Federation.

Best in Show, which was the most prestigious award of the competition for the district level, was won by two Robertson School students (now graduates of the School since Dec. ’15), Khalil Grant and Lamarr Townsend.

“Winning felt great because it proved I was capable of achieving anything I set my mind to,” Grant said.

Grant and Townsend took home the coveted award of the night with their campaign for the Edgar Allen Poe Museum located in Richmond, Va.The campaign incorporated a way to not only advertise the museum, but also promoted a volunteer initiative to educate local Richmond schools about the arts.

This year 10 awards, across multiple categories, were given to Robertson School students. The winning campaigns came from courses taught by assistant professors of advertising, Bridget Camden and Jay Adams, as well as from a course taught by adjunct professor, Janell Hancock.

Initially, students entered campaigns at the district level where they competed against students from VCU Brandcenter and Old Dominion University. They then advance to the regional level, which includes Virginia, North Carolina and South Carolina and ultimately make their way to the nationals if successful at the regional level.

Categories range from traditional campaigns, which include radio, print and television, to fully integrated campaigns. According to Adams, a fully integrated campaign tells a brand story across multiple media channels. It ensures the message the company is trying to portray is received by a large number of consumers across multiple platforms.

“It’s a great feeling to see them succeed,” Adams said. “One of the most rewarding things about teaching is to see the ‘light bulb’ go off and for them to begin to develop their own style.”

Adams is one of the faculty members that serves as creative directors to oversee the student campaigns that were submitted to the ADDY’s. He also teaches an upper-level style course, where he helps students develop their personal perspectives for their projects.

“I’m always surprised to see what wins,” Camden said. “These students are harnessing a full range of skill sets and these fully integrated campaigns really show how excellent our students are.”