The Big Idea
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Level: Undergraduate
Division: The New School for Public Engagement
School: Bachelor's Program for Adults and Transfer Students
Department: Management and Business
Course Number: NMGT 2122
Course Format: Lecture
Location: NYC campus
Permission Required: No
Topics:
  • Management & Business
  • Advertising
Description:
Could you invent a Marlboro cowboy, a milk mustache, a talking E*TRADE baby, an Aflac duck? How do copywriters and art directors come up with campaigns for the hottest viral, stealth, 3-D, and experiential media? Students work in self-selected teams to brainstorm, conceptualize, write, test and pitch campaigns using new media like 6-second Vine, as well as traditional television and print. Assignments include package goods, recording artists and public service causes. Invited guests include Eric Weisberg, exec creative director at J.Walter Thompson; Carrie Wiltse, VP Advertising Sales at NBC-TV; Matt Miller, CEO, Association of Independent Commercial Producers; and Anna Kate Roche (Eugene Lang College '08), associate creative director at fcbDraft. This is an ideal course for students interested in the creative side of advertising.
Course Open to: Degree Students