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Baruch College Team Wins National Student Advertising Regional Finals, Competes for the National Title

CHAOS! Advertising: From left to right: Top Row: Steven Boyd (Group Director, Coca-Cola Co.), William Heath, Marketing Professor, Baruch College.

Front Row: Min Yang, Marina Zavelevich, Swati Lashkery, Natalia Diaz, Celia Au, Juan Cano, Matthew Anderson (Judge)

New York, NY – July 19, 2007—The Baruch College team that competed in the American Advertising Federation’s annual National Student Advertising Competition (NSAC) placed ahead of 11 other colleges to win its regional district, a first for the College.  The competition was held in April at Baruch. The winning team in each district and one wild card team advanced to compete nationally at the AAF National Conference in June, held this year in Louisville, Kentucky.

Dubbed CHAOS! Advertising, and made up of 14 Baruch marketing students, the team faced direct competition from colleges and universities such as FIT, Pace, and Hofstra.

“The dedication, tenacity, creativity, and insight of these students is equivalent to many of the professionals I have worked with during my 30 years in advertising,” said team advisor Bill Heath, a professor of marketing at Baruch’s Zicklin School of Business.  He emphasized, "Chair Myung-Soo Lee has been so very helpful."

Each year, a corporate sponsor provides a case study outlining the history of its product and its current, real-world advertising situation. Students must research the product and its competition, identify potential problem areas, and devise a completely integrated communications campaign, which students then pitch to a panel of judges.  This year the product was Coca-Cola Classic.  The team’s winning strategy was to make Coca-Cola Classic more relevant to the 13- to 24-year-old multicultural generation by positioning Coke as young and refreshing. The judges were especially impressed with the level of marketing integration the campaign offered.

“I am very thrilled that our team won this nationally renowned competition and that Baruch was the site of their victory,” said Baruch College President Kathleen Waldron.  “I know that the students will benefit greatly from this experience.”

“In my mind, winning NSAC is the equivalent of winning a championship in any Division I Sports competition,” said team member Juan Cano.

Although the Baruch team did not win at the national conference, they received positive reviews from judges, AAF administrators and competitors. CHAOS! Advertising team members participated in several NSAC events, including: the Ad Expo, Recruiter Meet & Greet, 2007 Addy's Awards Ball,  NSAC  Results luncheon, and even spent a day at Churchill Downs. According to Cano, the highlight of these events was networking with other advertising students, educators and professionals from around the nation, as well as viewing The Best Advertising Work of the Year.

"All in all, partcipating in the AAF National Conference this June was an educational, eye opening and fun experience," Cano said.

Contact: Professor Bill Heath, (646) 312-3283, or Lara Moon, Communications & Marketing, (646) 660-6093.

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