Digitas Boston Invites Local High School Students To Take a Turn at Campaign Creation
Article by Barbara Goose, Executive Director at Digitas Boston and Detroit (www.digitas.com
There are few things more fulfilling than watching your own idea grow into fruition. In advertising, that means starting with various notions about how you can make the consumer tick and turning one into a full-fledged audience experience. This summer for the 11th year in a row, Digitas Boston hosted Eternship, a one-week program where local high school students learn how to create a client marketing campaign from start-to-finish, and Digitas volunteers help them bring their ideas to life.
The students were presented with a client challenge at the beginning of the week and worked together in teams to develop marketing campaigns and solutions. To create a fully comprehensive client campaign, they were taught skills in various capabilities including marketing, analytics, media, technology, and creative. At the end of the week, the students presented their campaigns to a panel of judges comprised of Digitas executives and Kathy Kiely, president of The Ad Club, which serves the New England region. Teams were awarded in the following categories: Most Creative, Most Strategic, Best Storytellers, and Most Brand Building.
“These students are so smart,” Kiely said. “Not only for the work they exhibited, but for making time to take advantage of this opportunity. They are ahead of the game and it will pay off for them.”
The 2010 program featured 23 students from Lynn Classical high School and Cambridge Rindge and Latin, as well as over 100 Digitas employees, who together spent the week learning, teaching, and creating. Since its launch in 2000, over 275 students and 850 employee volunteers have participated in the Eternship program.
Year after year, Eternship is one of the Boston office’s favorite community initiatives, as it involves educating and mentoring the young talent of tomorrow (similar to a program that we do with the Miami Ad School). Not only do the students walk away with learning experiences and new passions, but the Digitas volunteers leave the week with a sense of fulfillment and greater pride for their jobs. The students’ excitement, and inspiration is something that we hold onto long after they’re gone –in fact, it motivates us when we’re working on our own campaigns.
The Eternship Council: Jeff Trachsel, Melissa York, Joanna Zeman, Erica Quigley, Lindsay Goldstein, Ezra Englebardt and Rob Schipul.