Teaching and Guest Lecturing
Miami Ad School
Class: Strategic Thinking
Taught a 12-week course introducing a group of Jr. Art Directors and Copywriters to the fundamentals of strategy. The curriculum was meant to familiarize them with the process, logic, and work that goes into strategic development, including:
- Creating and defining brand positioning
- Analyzing the Four C's (competition, culture, company, and consumer)
- Uncovering insights
- Writing creative briefs
University of Virginia -- Darden School of Business
Class: Integrated Marketing Communications for MBAs
As part of the the class' unit on media, I was brought in as a guest lecturer to discuss the "Power of Alternative Media". This was to demonstrate to MBA candidates, who typically receive a very formulaic explanation of media, how idea-driven activations can transform media into a tool that is more powerful than a traditional formula would have you believe.
I broke it down into three categories:
- Hyper-contextual placements of traditional media
- Using existing media in a new way
- Creating original or unique channels
American Association of Advertising Agencies
Class: Advanced Advertising Studies
Set as a new business pitch, each advisor was given a group of students, advertising professionals with 2 years or less experience, to guide through the campaign development process. I navigated my students through each stage of the process putting emphasis on specific milestones:
- Determining the priorities from the client brief
- Crafting a comprehensive brand strategy
- Developing a creative platform that aligns with the brand and strategy
- Handling and preparing for client check-ins
- Creating and rehearsing the pitch presentation