Two advertising students take a turn at the mics at Baker Sound.

Fifteen students in the “Advanced Copywriting” class at Temple University’s School of Media and Communication visited Baker Sound in Center City Philadelphia to simulate a radio commercial recording session.

Assistant Professor of Advertising Joe Glennon played all the roles a copywriter normally would perform.

“I walked the students through the session and used six of them as voice talent to record the script,” Glennon says. “Unlike TV, with an army of creative professionals taking commands from a director, or print, which requires an art director and others to complete the job, radio is the domain of the writer. The copywriter selects the voices, acts as producer scheduling studio time and the talent, and directs the session. The voice talent and the recording engineer add their expertise, but all decisions belong to the copywriter. After all, the recording session is when the writer takes what he hears in his head and records it.”

Joe Glennon’s “Advanced Copywriting” class takes over Baker Sound recording studios in Philadelphia.

Glennon says radio commercials are often left in the hands of younger writers, so it’s beneficial for the students to get their first studio experience under their belts.

The students were able to spend time with two Temple alumni, Rick DiDonato, RTF ’87, president and chief engineer, and Jeff King, BTMM ’07, an engineer.

“The first time I was in a recording studio was the first session I was responsible for. It was terrifying, to say the least. Thankfully, the engineer could tell how green I was and led me through the process without ever letting the client know I was freaking out,” Glennon says. “I know my students are more prepared for their first session than I was.”

(L-R) Jessica Hill, art director, David Silver, account manager, and Justin Schlaffer, copywriter, welcome guests to the 1920s-themed Temple Advertising Department Awards.

By Samantha Messner
Diamond Edge Communications

The ninth annual Temple Advertising Department Awards (TADA) celebrated the 1920s May 2 in Temple University’s Mitten Hall as it honored some of its top students. The awards ceremony was hosted by Diamond Edge Communications (DEC), Temple’s student-run ad agency.

DEC founded TADA and has developed, promoted and organized the event each year. David Silver, TADA account manager, said, “In the past, the event has maintained a basic template on how it should be, where it’s located, and how it’s run. This year, we really just wanted to make it special. We booked a larger venue, invited more guests, the whole nine yards.” The team created handmade champagne and wine bottle centerpieces, provided candy cigarettes and had members of the Broad Street Music Group play live ’20s-style jazz music.

Amy Muntz, president of Neiman, was the honorary guest speaker. She spoke of the world of advertising and told the audience about her work in creating the “Temple Made” campaign, an award-winning campaign that has succeeded in capturing the Temple spirit, and has essentially become part of student culture. It was a once in a lifetime opportunity hearing from Muntz, and students and faculty alike were both captivated and inspired by the advice she gave. Following her speech, Nicole Regis stepped on stage, a senior advertising student whose quirky, yet adorable thoughts both resonated with and inspired students.

After the speakers came the awards. Ultimately, 20 awards were given out to 54 students, each of whom received a certificate of recognition, and some even received cash prizes or scholarships. These awards are intended to give students recognition for accomplishments in their specific tracks. In order for a student to receive an award and be invited to the ceremony they must have submitted an application. Advertising professors then reviewed the applicants and selected students who they believed prospered amongst their peers.

The event was supported by the generous donations of sponsors Simon & Company, Harmelin Media, Neiman and Yo! Bus.

TADA is one of the many accounts on which DEC works each semester; other notables include the U.S. Department of State, The Alzheimer’s Association and the School of Media and Communication’s own Study Away Program.

“Diamond Edge Communications takes practical, classroom knowledge to the next level. The hands-on experience students acquire through DEC allows them to stand out in the advertising field” says Holly Furman, DEC CEO.

A full functioning agency, DEC is only one of a handful of student-run agencies in the country. DEC creates opportunities for students who work as account managers, copywriters, art directors, researchers and in public relations. Students all do real work for real clients for real money.

(L-R) Jessica Hill, art director, David Silver, account manager, and Justin Schlaffer, copywriter, welcome guests to the 1920s-themed Temple Advertising Department Awards.

By Samantha Messner
Diamond Edge Communications

The ninth annual Temple Advertising Department Awards (TADA) celebrated the 1920s May 2 in Temple University’s Mitten Hall as it honored some of its top students. The awards ceremony was hosted by Diamond Edge Communications (DEC), Temple’s student-run ad agency.

DEC founded TADA and has developed, promoted and organized the event each year. David Silver, TADA account manager, said, “In the past, the event has maintained a basic template on how it should be, where it’s located, and how it’s run. This year, we really just wanted to make it special. We booked a larger venue, invited more guests, the whole nine yards.” The team created handmade champagne and wine bottle centerpieces, provided candy cigarettes and had members of the Broad Street Music Group play live ’20s-style jazz music.

Amy Muntz, president of Neiman, was the honorary guest speaker. She spoke of the world of advertising and told the audience about her work in creating the “Temple Made” campaign, an award-winning campaign that has succeeded in capturing the Temple spirit, and has essentially become part of student culture. It was a once in a lifetime opportunity hearing from Muntz, and students and faculty alike were both captivated and inspired by the advice she gave. Following her speech, Nicole Regis stepped on stage, a senior advertising student whose quirky, yet adorable thoughts both resonated with and inspired students.

After the speakers came the awards. Ultimately, 20 awards were given out to 54 students, each of whom received a certificate of recognition, and some even received cash prizes or scholarships. These awards are intended to give students recognition for accomplishments in their specific tracks. In order for a student to receive an award and be invited to the ceremony they must have submitted an application. Advertising professors then reviewed the applicants and selected students who they believed prospered amongst their peers.

The event was supported by the generous donations of sponsors Simon & Company, Harmelin Media, Neiman and Yo! Bus.

TADA is one of the many accounts on which DEC works each semester; other notables include the U.S. Department of State, The Alzheimer’s Association and the School of Media and Communication’s own Study Away Program.

“Diamond Edge Communications takes practical, classroom knowledge to the next level. The hands-on experience students acquire through DEC allows them to stand out in the advertising field” says Holly Furman, DEC CEO.

A full functioning agency, DEC is only one of a handful of student-run agencies in the country. DEC creates opportunities for students who work as account managers, copywriters, art directors, researchers and in public relations. Students all do real work for real clients for real money.

http://portfolionight.com/11/archives/9031

 photos by Joseph V. Labolito/Temple University

A gleaming red and brown 1967 VW Microbus pulled up to the corner of 13th Street and Pollet Walk on Main Campus April 11, filled with a year’s supply of Peanut Chews — and former Philadelphia Eagle Ron Jaworski.

It was a moment in the spotlight for sophomore advertising major Andrew Arbitell, who won the Peanut Chews billboard writing contest. Throughout April, his winning headine, “Enjoyed when the Rocky steps were just steps” will tower over I-95 near the Cottman Avenue exit.

It’s a pretty good way to begin building a portfolio, not to mention the kudos he received from Jaws.

“I’m blown away. What a brilliant young man.” Jaworski said. “It’s so cool that he’s a local guy and a Temple student.”

Arbitell, 20, of Phoenixville, Pa., learned of the contest in Assistant Professor Joe Glennon’s “Intro to Copywriting” class. He explained a few details, encouraged his students to enter and then moved on with his lecture. “Immediately after he said it, I couldn’t keep my mind off the competition. I started writing down different ideas.”

Part of the campaign
He landed upon a headline that fit right into the Peanut Chews advertising campaign.

“I realized that they’re trying to convey that they’ve been around throughout the history of Philadelphia, they’ve always been here and Philadelphians have enjoyed them now and in the past,” Arbitell says of the candy, which has been produced in Northeast Philadelphia since 1917. “Rocky is an iconic Philadelphia figure. I thought the steps were such a big part of Philadelphia’s culture and history that I had to write something based on them.”

Glennon says his student did a great job of staying on message, but not rocking the creative boat.

“Growing up near Philly sure helped him. Nostalgia is a very personal thing, hard to fake,” Glennon says. “As a Boston native, I couldn’t pull it off without being or feeling disingenuous. To me, the Rocky steps are the Rocky steps and have been since 1976.”

Arbitell first came to Temple and a film major, but caught the advertising bug during his first semester in an “Intro to Advertising” class.

Glennon is excited that Arbitell got to see the creative process in action.

“One of the most rewarding parts of advertising is seeing your work produced in a short amount of time,” he says. “Writers in other fields can slave away from years and never see their work printed or produced. Just ask any writer with a drawer full of screenplays or manuscripts.”

Arbitell says he’ll share some with his winnings with friends and family and wants to donate the rest.

“Living in Philadelphia these past two years, the city itself has been good to me. So, why not be good back to it? I figured what a better way to donate a candy that’s made in Philadelphia to Philadelphia,” he says.

Andrew Arbitell’s winning headline can be seen along I-95 near the Cottman Avenue exit through the end of April.

Throughout April, the creation of sophomore advertising major Andrew Arbitell will tower over I-95.

He’s the winner of Goldenberg’s Peanut Chews’ billboard writing contest. Not a bad way to begin building a portfolio.

Arbitell, of Phoenixville, Pa., learned of the contest in Associate Professor Joe Glennon’s “Intro to Copywriting” class. He explained a few details, encouraged his students to enter and then moved on with his lecture. “Immediately after he said it, I couldn’t keep my mind off the competition. I started writing down different ideas.”

He landed upon a headline that fit right into the Peanut Chews campaign. “I realized that they’re trying to convey that they’ve been around throughout the history of Philadelphia, they’ve always been here and Philadelphians have enjoyed them now and in the past,” Arbitell says of the candy, which has been produced in Northeast Philadelphia since 1917.

His winning tagline? “Enjoyed when the Rocky steps were just steps.”

“Rocky is an iconic Philadelphia figure,” Arbitell says. “I thought the steps were such a big part of Philadelphia’s culture and history that I had to write something based on them.”

Part of the campaign

Andrew Arbitell

Glennon says his student did a great job of capturing the spirit of the current Peanut Chews campaign, staying on message, but not rocking the boat.

“Growing up near Philly sure helped him. Nostalgia is a very personal thing, hard to fake,” Glennon says. “As a Boston native, I couldn’t pull it off without being or feeling disingenuous. To me, the Rocky steps are the Rocky steps and have been since 1976.”

Arbitell first came to Temple and a film major, but caught the advertising bug during his first semester in an “Intro to Advertising” class.

“Why not just put my toes in the water and see what it’s like. Why not? I took it and after about a week, I took on advertising. I changed my career path right off the bat and I never looked back.”

In addition to being able to put a billboard on his resume, Arbitell will receive a VW Microbus-load of Peanut Chews, delivered by Eagles’ legend Ron Jaworski on campus April 11. The ceremony will take place at 13th Street and Polett Walk at 10 a.m.

Glennon is excited that Arbitell got to see the creative process in action.

“One of the most rewarding parts of advertising is seeing your work produced in a short amount of time,” he says. “Writers in other fields can slave away from years and never see their work printed or produced. Just ask any writer with a drawer full of screenplays or manuscripts.”

Arbitell says he’ll share some with his winnings with friends and family and wants to donate the rest.

“Living in Philadelphia these past two years, the city itself has been good to me. So, why not be good back to it? I figured what a better way to donate a candy that’s made in Philadelphia to Philadelphia,” he says.

Joe Glennon

In the world of television commercials, the Super Bowl had always been like Christmas morning. Advertisers worked in secret, creating big, splashy television spots to wow the millions upon millions of people watching the big game.

“It used to be that the Super Bowl was the big reveal,” says Joe Glennon, assistant professor of advertising in Temple University’s School of Media and Communication.

In the past few years, Super Bowl advertisers have been trying to figure out how best to use the Internet to add to their campaigns.

“Last year, you probably saw 80 percent of the spots before the Super Bowl,” he says. “This year, I’ve seen a slightly different shift where advertisers like Mercedes and Budweiser are teasing the Super Bowl ads.”

Glennon believes Super Bowl advertisers — who this year will spend approximately $4 million for 30 seconds of time — realized that showing their cards too early dampened the anticipation that usually surrounds these commercials.

“I think that they found last year that the big reveal was gone. They let the cat out of the bag too soon. They lost a lot of the excitement,” he says. “If somebody sees the first two seconds of a commercial and says, ‘Oh I saw that last week on YouTube,’ the other 28 seconds are meaningless.”

Something hot
Glennon points to Mercedes-Benz as an example of a great way to tease an ad. They released this commercial Jan. 19, in which a voice lets viewers know that “something hot is coming” on Feb. 3 – the day of the Super Bowl.

Not the best
Glennon says the hype around Super Bowl ads is just that.

“I don’t know if it’s their best commercials. Maybe it’s their most exciting, biggest-budget, biggest-splash ads,” he says. “Super Bowl commercials are like summer blockbuster movies. Are the Oscars coming out of the summer? No. Are you exciting people? Yes. Are you pleasing a large audience? Yes. But it’s not the best work.”

This year’s trend
Glennon expects more advertisers to transcend the traditional 30-second spot this year and buy a full one or two minutes as a way to ensure their messages are heard.

“You don’t have that noise on either end. You probably can carry most of a commercial break with just your message, so you don’t have that competition. It’s like a clean palate to work with,” he says.

Glennon points to the success of Chrysler’s “Halftime in America” ad from 2012, a two-minute spot that featured a voiceover by Clint Eastwood.

Read Glennon’s analysis of “Halftime in America” here.

Bringing it home
Following the Super Bowl, Glennon will ask his students to analyze the 2013 crop of commercials. They will “reverse engineer” some of the most successful ads to determine “what was on that creative brief that got to that finished product. By doing that, it helps the students when they receive a brief, to work forward and create something interesting,” he says.

The difference here was that the agencies were made up of students from Temple University and two Philadelphia high schools.

The Dec. 10 presentations were the culmination of the second Philly Ad Club High School Advertising Workshop, through which 11 School of Media and Communication students in Assistant Professor Dana Saewitz’s “Teaching High School Advertising” class led after-school programs at the Kensington High School for the Creative and Performing Arts and the Academy at Palumbo.

“As a member of the Philly Ad Club Students Committee, I decided to start this program because I wanted to build community-based learning opportunities for Temple’s Department of Advertising. My goal for my Temple students is to see them become great teachers and great advertising executives. My goal for the high school students is to see them graduate, apply to Temple or other schools, and to consider a career in communications upon graduation,” Saewitz said.

The high school students were introduced to the world of advertising by creating campaigns for Philabundance’s collection effort in high school called the Great Food Fight.The Temple students taught their younger counterparts about marketing, event planning, public relations, public speaking and more.

“It’s amazing how much impact students can have on others students as we teach and learn together,” said student Amy Fiore, ADV. It’s mind changing, perspective changing, and life changing. It has touched a special place in my heart, bringing me closer to this city and the talented people in it.

Making the pitch
The two groups came up with creative way to entice students their age to donate food. The Palumbo contingent suggested placing Post-it notes with Twitter hashtags around the school as a way to direct them to their social media campaign. They also created a radio ad, which two students acted out for their potential client.

The KCAPA students suggested organizing a Philabun-“Dance,” at which they would collect cans of food as the price of admission. They created mass transit advertising, showing examples of ads in subway stations and on TransPasses. To top it off, three students wrote a hip hop song geared toward their generation for a television commercial.

While the Philabundance representatives (including Lindsay Bues, StOC ’09) chose KCAPA’s as the winning campaign, students from both schools will forever reap the benefits of this workshop.

“A lot of the kids don’t think beyond their stoops or their blocks,” said KCAPA teacher Derrick Savage. “It’s making them think in a much larger way, not only about themselves, but the potential they have.”

 photos by Joseph V. Labolito/Temple University