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West Townsend student on team to place in advertising contest


BRISTOL, RI — For a fourth time in recent years, Roger Williams University students, including Carmel James, a marketing major from West Townsend, continued to build on their success in a competitive student advertising competition with a third-place win.

This year, an interdisciplinary team of 22 students, comprised of majors in marketing, graphic design, web development and media communication, competed in the regional round of the 2016 National Student Advertising Competition, earning the top-three finish against nine other colleges and universities from Connecticut, Massachusetts and Rhode Island.

In the annual competition, the National Student Advertising Campaign, sponsored by the American Advertising Federation, enlists a corporate sponsor to provide a case study that identifies a real-world problem, as well as associated campaign objectives and a campaign budget. The challenge this year was to generate greater brand engagement for Snapple and appeal to consumers beyond the beverage company’s traditional stronghold in the Northeast and Mid-Atlantic region.

When they presented their work at the regional competition in a 20-minute multimedia pitch to a panel of judges (comprised of advertising professionals and client representatives), the Roger Williams students stood out.

“The judges lauded both the quality of the work and the presentation skills of the students,” Professor of Marketing Geraldo Matos said. “This competition is a truly immersive, hands-on experience that closely mimics what it takes to work in an advertising agency. These students will have a leg up among their peers when they enter the workforce.”

Securing the third-place regional victory, the RWU team bested students from Emerson, Quinnipiac, the University of Hartford, Simmons, Fitchburg State and Salem State. Boston University won the competition.

This is the fourth time that the RWU team has placed in the competition: the team took fourth in 2010 and second in 2011 and 2012. The university did not enter the competition for the past two years.

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