McIntire Marketing Professor Carrie Heilman’s Promotions class closed out a memorable academic year that saw them earn first at districts among eight regional schools, second in semifinals among 18, and fifth at the American Advertising Federation’s National Student Advertising Competition Finals May 30-June 1 in Salt Lake City, UT.
Outpacing more than 103 schools to advance past the district and semifinal rounds, the UVA team joined seven other institutions at nationals on the strength of its successful “If Your Clothes Could Talk, They’d Tell You to Wash on Cold” campaign for laundry detergent brand Tide. The competition was judged exclusively by a trio of Tide parent company Procter & Gamble executives: Group Vice President, Future of Advertising and Head of P&G Studios Kimberly Doebereiner, Senior Brand Director Alex Perez, and Tide Brand Director James Sawyer.
This year’s Promotions class was composed of 32 students from McIntire and the College of Arts & Sciences. Working together as a mock creative firm with students assuming traditional agency roles, the experiential nature of the course allows students to take a deep dive into market research over the course of two semesters, employing focus groups, surveys, interviews, concept testing, and brand strategy. As students develop a set of marketing and advertising recommendations that accomplish business objectives, Heilman says, they also “learn to push themselves beyond what they thought they were capable of, to not settle for mediocrity, and about the rewards of working together as a team for a common goal.”
Account Executive Ava Proehl (McIntire ’24) says that her class always strived for improvement until they felt that all of their work demonstrated their true shared commitment to excellence. “Everyone in the class would come together to look at the problems from different angles, poke holes in existing ideas, and truly challenge every idea in as many ways as possible so we could make sure our insights and concepts were the best they could be,” Proehl says, explaining that their dedication drove them to brainstorm and execute at all hours.
She adds that the team remembered to make the most of the experience by taking time out to enjoy each other’s company and relax. “We wanted the best and wanted to work super hard and win, but through Carrie’s support and the support of our classmates, we also made it super fun.”
Madeleine McCollum (McIntire ’24), Chair of the Digital Committee and member of the Presentation team, says that throughout her time at UVA, she was constantly on the lookout for a place that valued and honed her marketing and advertising skills. “In the Promotions class, I finally found a place that taught and cared about creativity, taking risks, humor, and quality work,” she says. “Without a doubt, joining Promotions was the best decision I made for my college experience and future career. Carrie and my classmates presented me with incredible opportunities and supported me as I learned the ropes. I couldn’t have designed a better learning and developing environment if I wanted to.”
The whirlwind trip to the NSAC Finals served as the Promotions team’s last UVA student experience as they prepare to begin the next stage of their lives.
In meeting this ultimate academic challenge, Proehl credits the UVA students who came before her class for creating the high standard that her team aspired to reach through their campaign presentation: “Nationals wouldn’t have been possible without the precedent set by Promotions classes prior. When you walk into the lab, you see the plaques around the room with the faces of all those who came before you, and the numerous awards they received. On the way to the lab, you walk past the hall of fame and the trophy case full of NSAC awards and championship trophies over the years. We wanted to continue the legacy of what it meant to be a part of Promo at UVA, and we did.”
Despite the students finishing shy of first place, Heilman remains rightfully proud of her team’s efforts: “The Promotions class has two mottos written on plaques in our lab: ‘Never Settle’ and ‘No Regrets.’ I am proud of this class that bought into the process and worked relentlessly to achieve their goals,” she says. “I couldn’t be happier for them and all they accomplished this year!”
