From influencer marketing to pop-up events and product customization, Brock students showcased their brand building abilities at this year's Department of Communication, Popular Culture and Film (CPCF) Campaign Challenge.
Three finalist teams of undergraduate students who were tasked with developing a campaign to build brand awareness for designer dog shoes amongst Gen Z consumers in the Greater Toronto Area pitched their creative ideas to a panel of industry professionals on Friday, Feb. 28.
Fourth-year Brock Business Communication students Solomon Mike (left) and Harman Kaur (right) fetched first prize at the CPCF Campaign Challenge hosted by the Department of Communication, Popular Culture and Film on Friday, Feb. 28.
This year's competition also marked the unveiling of the O'Malley Cup to serve as a symbol of business communication excellence, courage and community connections for current and future Campaign Challenge winners.
Named after Terry O'Malley, a long-time supporter of CPCF, the trophy features a pail that O'Malley used to dispense candies to employees during his time at Vickers and Benson Advertising to "boost their confidence, encourage them to fight through rejection and find the courage to produce bold creative communication," says Associate Professor Jacqueline Botterill, who led the organizing committee.
O'Malley and his wife, Barbara Wilson, attended the event as honoured guests and joined the judges and participants for lunch prior to the pitch session to offer words of encouragement.
Solomon Mike and Harman Kaur, both fourth-year Business Communication students, led the pack with their "Rif Up Ur Ruf" campaign.
Mike says his biggest takeaway was learning how to bring different ideas together to develop a cohesive and compelling pitch.
"From the feedback the judges gave us, they were really impressed with our team dynamic and the way we communicated," he says.
Kaur says she appreciated having the opportunity to learn how to put together a marketing pitch and "answer questions on the spot."
"It felt empowering to be presenting in front of CPCF alumni judges," she says. "I'm about to graduate, and they show you the potential of what you can do with this program."
Second place was awarded to second-year Business Communication student Shenai Royal, fourth-year Business Communication student Clement Chibueze and third-year Media Communications student Jason Asiruwa for "#MyDogNMe." The third-place team, "Healthy Paws Healthy Life," included fourth-year Popular Culture student Jazmyn Whitley and fourth-year Business Communication student Robert Liota.
This year's panel of CPCF alumni judges included Elizabeth Beale (BA '10), Senior Project Manager at Klick Health; Marc MacDonald (BA '08), Chief Communications and Engagement Officer at the City of Welland; and Claire Terrio (BA '21), Lead Copywriter and Creative Director at Framar.
Beale says she was impressed with how "students delivered their presentations with the professionalism expected in a real-world agency setting" and that the experience of coming back as a judge was "surreal."
"I once stood where these students are now, presenting in front of Terry O'Malley and industry judges," she says. "Fast forward 15 years, and I now have the incredible opportunity to share the industry knowledge I've gained with these students, yet I also found myself learning from them."
MacDonald says the student presentations were "incredible" and the winning pitch "showcased that they did their homework and were able to look at both the big picture but also the granular details required to execute their vision."
"To be invited back was very special for me," he says. "My career has progressed as a result of my education and my experiences here at Brock, so I love to support students in the field and give back in any way that I can."
Terrio appreciated "seeing how the students can apply what they've learned so far in their degree."
"It's really inspiring because you get to see these students who are about to start their careers their zest also reinvigorates my passion," she says. "All of them have bright futures ahead."
The event was organized by Botterill, Associate Professors Anthony Kinik and Christie Milliken, Digital Media Coordinator Connor Wilkes, Academic Administrator Koreen McCullough and student ambassadors Dharmi Gohil and Jasnoor Kaur Saluja. Previous Campaign Challenge competitor and Business Communication graduate Jessica Avery (BA '24) served as emcee.
