Aspiring Account Manager Wants to Intern for YOU!

University of Michigan, Communications and Marketing Student

[acohen92]

Ciao from Italia!!

[acohen92]

Why I Want to Work for YOU!

I will be a part of an agency with global impact that is marketing for well-known brands and will learn what it takes to flourish and excel in the advertising industry.

[acohen92]

Volkswagen's Campaign at its Best

I feel that the Volkswagen brand is and has been doing a great job in the social space. Deutsch has created a fun and unique campaign with the Volkswagen ads.  Beginning with “The Force” ad during last year’s Superbowl with a child dressed as Darth Vader emphasizing the remote control engine starter, then the “Vamonos” ad emphasizing the capabilities of their diesel cars, all the way to their recent “Baby” ad emphasizing safety features, Volkswagen always manages to position themselves well and appeal to a variety of audiences. Their recent campaign, including their Superbowl commercial with a man from Milwaukee speaking with a Jamaican accent captured a young, hip audience speading the message to “get in and get happy”. In addition, the ad with a newborn baby’s life flashing before its eyes was very well done, catching the viewer’s attention and relating to their target audience. After reading a recent article in Adweek, I learned that the Jetta typically targets young singles, but this advertisement was created to expand the market and include younger married couples. Taking your newborn home from the hospital must be an extremely nerve-racking experience, and this advertisement captures that moment perfectly. Each ad that Volkswagen and Deutsch have created sends strong messages to their target audiences, and caters the different car models to each desired segment. In addition, the Volkswagen ads are unique. They usually include some humor and they don’t include too many statistical details, which helps to keep the attention of the audience. Whether the audience is motivated by the message or not, the advertisements typically include both central and peripheral cues to appeal to all members of their target audience. Overall, I feel that Volkswagen and Deutsch have executed the campaign very well. 

Here are the ads spoken about in this post: 

Baby Ad: http://www.youtube.com/watch?v=qGP7539ILPU

Get In, Get Happy: http://www.youtube.com/watch?v=9H0xPWAtaa8

Darth Vader Ad: http://www.youtube.com/watch?v=R55e-uHQna0

Vamonos Ad: http://www.youtube.com/watch?v=bsg6D-AZ5_g 

[acohen92]

Facebook, the Digital World, and Me!

As the digital world becomes the “next big thing” for advertisers, it is important for interns to have a solid understanding of the digital world. Very recently, Facebook released a new design to their news feed page. The new design will give their users more freedom to decide what they want to filter out and what they want to see when they go to the website. Facebook has expanded the actual size of the news feed by narrowing the side margins and changed the page options so users can opt to still view everything, people in their network, only their closest friends, and more. This brings some good and bad news to marketers because they now have more room to work with as the page size increases, but they may lose a segment of their audience as users filter their pages to only see their selected information. This could also mean that their audience is now more specialized as the users change settings to best fit their needs. In any case, this is going to be a challenge for advertisers because Facebook is a great way to reach their target audience. After reading articles discussing the pros and cons of Facebook’s decision, it appears that this will hopefully help the advertisers, but it will also increase the cost of placing advertisements to the more targeted customers. As an intern at mcgarrybowen, I will bring my ideas of how to best use this ad space and how to get the clients message across in an effective way. I will bring my previous work experiences with me along with my up to date information about the advertising world so that, as a team, we can come up with the best ways to market brands like Kraft, Verizon Wireless, and J. P. Morgan. Most of all, I will bring my passion for advertising and the changing digital world with me. If given the opportunity, I hope to learn from the mcgarrybowen staff and gain relevant experience in the advertising world so that I will be well-prepared to take on the responsibilities of an account manager upon graduation. 

[acohen92]

I am the Best Candidate for the mcgarrybowen Internship!

I am the best candidate for the internship program at mcgarrybowen because I have the passion and drive to succeed in such anesteemed agency. Throughout my college career, I have taken many relevant courses and have gained valuable experience through my internship opportunities. With this experience, I have learned about the workings of an agency and the importance of working as a team.  I am an active team player and I enjoy sharing and cultivating new ideas. I am a quick learner and I am effective at identifying problems and working to find the best solutions. Most of all, I am the best candidate because I am motivated and eager to learn. This internship would provide me with an incredible opportunity, and I would be sure to take full advantage of the experience learning from my mentors and drawing from their expertise. Lastly, my experiences at the University of Michigan, my semester abroad in Italy, and my internships have helped me to gain a better cultural understanding which allows me to see the world through many different lenses. I hope that you will give me the opportunity to show mcgarrybowen just how passionate I am about advertising. 

[acohen92]

Marketing Around the World...

I am studying abroad in Florence, Italy where I am taking classes in Advertising, International Marketing, Art History, and the Italian language. I have only been here for a month, but I am already in love with the city. It is a great way to gain independence and learn about and embrace other cultures. Through my courses here in Italy, I have learned a lot about the importance of marketing products and/or services and catering them properly based on cultural norms, religion, and niches. For example, I learned about a product called the “Burkini”. The Burkini is a spin off of a bikini, but it was created for Muslim women who cannot wear a typical bathing suit due to religious ideologies. The Burkini is a full body suit, similar to a wet suit, but it is loose and has the proper headdress attached to the top. The Burkini is a perfect example of a product that was created to cater to a specific niche market by taking cultural differences into account. Because this example is not very well known, let’s discuss the Fiat car brand, something native to Italy. The Fiat brand was created by Giovanni Agnelli back in the late 19th century, and was sold only in Italy. As the brand began to grow over time, CEO Sergio Marchionne wanted to expand the market. The only way to do so was to learn about the other cultures and tailor his product towards the different audiences. Marchionne visited the United States and Canada to learn about the culture and market opportunities that may be available for the Fiat brand. Over time, Fiat was marketed internationally. These examples show the importance of both internal and external factors influencing the global market. For example, it shows both the management capabilities and the new opportunities available for both products. Because I am immersed in the Italian culture, I am constantly being exposed to marketing campaigns, both national and global. My eye for detail and understanding the global business sector has grown immensely. I now look at products to see whether there is a potential market in other countries; I look at the risks involved, the subsidies available to new businesses, the economic forces and more. Being that mcgarrybowen is a global agency, this position would be perfect for me. Mcgarrybowen is recognized on a global scale, which, as I have learned in my international marketing class, demonstrates the strength and impact of this agency. I now have a greater understanding of global business and cultural issues that will benefit me as an intern at mcgarrybowen.