Jennifer Trenchard | Assoc. Art Director
Nathan Welch | Services and Development
Patrick Kent
Tom Finley | Assistant Account Manager
WESTERN KENTUCKY UNIVERSI TY 1906 College Heights Blvd. | Bowling Green KY 42101
Ad Majors, The ad business is changing dramatically. The impact of technology is reshaping the entire media landscape. It’s more important than ever that academia and business partner to provide the right tools for graduates to make the most out of these new opportunities. As part of a fellowship sponsored by the Advertising Educational Foundation in the summer of 2007, I was able spend time with major ad agencies in New York. I also spent an amazing week with VML, a digital ad firm located in Kansas City, MO. Most would agree that Kansas City might not be the hub of the advertising universe, but I think they would be surprised at what they would find at VML. First, the location is amazing. VML is located in the former Kansas City, MO airport. With expansive spaces and neon, it is pretty special. I think the full-blown coffee shop is quite a benefit. But, the real essence of VML is the people and their culture. VML started in Kansas City years ago in a small windowless office. But now, as part of the WPP Group, VML also has offices in New York and Seattle. VML acquisitions of Studiocom in Atlanta and Good Technology in London provide even more opportunities for over 600 VML employees. According to Scott McCormick, VML Founder and Chief Vision Officer, what hasn’t changed is their focus on a set of core values developed in the early days. These values are not just words, they drive the entire company. As I approach my 18th year of teaching this fall, I really feel that I have a completely new perspective. While I know that teaching technical skills is important, my big take-away from VML was that we also need to foster more creativity in our program. We need to think well beyond conventional advertising practices. Technological skills will evolve, but instilling a passion for creativity is really essential to what we do. The power of great ideas really hit home to me. As VML states on their website, “creativity is a mindset that’s owned by every individual in our organization...our commitment isn’t to a specific medium or process. It’s to a solution.”
So, with this in mind, the WKU Ad+PR Programs and VML have partnered to award one Ad major a paid summer internship at VML. We are also able to include $1,000.00 to help with living expenses thanks to Heather Garcia at ImageWest and Pam Johnson, Director of the School of Journalism & Broadcasting. As you can see in this application, VML takes their interns seriously. Their interns are expected to contribute to real projects and if they perform well, they may have a shot at a full-time gig with the company. There are, however a few stipulations you need to know, First, the Ad+PR programs will rank 10 final applicants and forward those to VML. VML will make the final call. Their decisions are final. Second, the criteria for the VML award is to the right in this application. Applicants should plan to research VML extensively to complete this application thoroughly and provide support work in an electronic format. Third, neither the Ad+PR programs or VML is responsible for securing housing or transportation for the recipient of the award. Part of the experience will be to work out the logistics for yourself. Finally, the VML Internship Experience is designed for Ad majors. You should be passionate about being an account manager, art director, technologist, media planner or a brand strategist. You can research these areas at www.vml.com. Applications are due to me by February 1st, 2008. All the Ad+PR faculty are excited about this opportunity for our majors. The VML Internship Experience is certainly a first for our program. I hope all of you will apply. Please review the 5 steps to success below and let me know if you have any questions. Best,
VML Internship Experience
Application Form
Name _____________________________________________ WKU ID# ______________________________ Local Address __________________________________________________ Phone _____________________ E-Mail Address _____________________________________________________________________________ Home Address _____________________________________________________________________________ Parents’ Names ___________________________________________________________________________ Number of semester hours you will have completed at the end of the current semester__________________ When do you plan to graduate?________________________________________________________________ Overall Grade Point Average (current)_______________GPA in Advertising Classes _____________________
Summary of your work or college experiences, include dates and positions held or work accomplished
Statement of Career Goals after Graduation
VML has several departments who may need an intern. Based on your research on VML, please rank the most interesting area to the least interesting to you. 1-5 with 1 being most interesting to you. ☐ account manager ☐ art director ☐ technologist ☐ media planner ☐ brand strategist
Cliff Shaluta
1. Research the advertising industry. Understand that major holding companies, like WPP Group, direct many of the major ad brands. You should have a global perspective. 2. Digital agencies, like VML, are new and they have organized themselves in unique ways. Understand what makes digital agencies different. Take time to really see how the work flow is different in these hybrid shops. Watch the VML video for new employees on the AdLab computers to get a feel for VML and their core vales. 3. Decide what area of the business you are most passionate about. Remember, any successful journey begins with a destination. Spend some time thinking about your career path and how this experience can help you reach your destination. 4. Spend time on your application. Give real thought to your application. Select your best designs or briefs to submit for review. Don’t be afraid to be bold. 5. Get your stuff in by February 1st, 2008. The Ad+PR selection committee will begin reviews on February 1st. We can’t accept late applications.
The WKU AdFEd chapter refined the VML core values to a group of 7 values to help guide the Ad+PR programs 1. Nothing is over until you stop trying. Keep pushing. 2. Set your goals based on the demands of the project and your ability to contribute. 3. Risk is unavoidable. Taking calculated risks leads to success. 4. Winners never say can’t. Approach situations with a creative mindset. 5. Time may not be money, but it is close. Manage both wisely. 6. Play Smart and Play Fair. We are a team. 7. Think out Loud! Using a separate sheet of paper, please select one of these values and tell us why this is an im-portant value to have in the advertiisng business or in life generally. Feel free to share experiences that support your point. Min 500 words. Finally, be sure to include a CD, DVD or website URL to illustrate your work. Signature ___________________________________________ Date _____________