The Big Idea: Making It Happen in Contemporary Ad Campaigns
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Division: The New School for Public Engagement
School: School of Undergraduate Studies
Department: Management and Business
Course Number: NMGT 2122
Course Format: Lecture
Location: NYC campus
Permission Required: No
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 ideas for the hottest viral, stealth, 3-D, and experiential media? Students work in self-selected teams to brainstorm, conceptualize, write, test, and pitch campaigns for social media, including mobile apps, as well as traditional television and print. The teams create campaigns for package goods, recording artists, retail businesses, and public service causes. Recent guest speakers include Anna Kate Roche (Eugene Lang College '08), copywriter on Apple at TBWA/Chiat-Day's Media Arts Lab; Matt Miller, CEO of the Association of Independent Commercial Producers; and Chris Brokaw, rock guitarist and feature film composer and producer. This is an ideal course for students interested in the creative side of advertising.