In December, Crain's Detroit Business and Birmingham-based ad agency Brogan & Partners challenged small and freelance agencies to showcase their marketing muscle. The objective: Attract and retain under-30 creatives and young professionals in Southeast Michigan. While close to Time Inc.'s Assignment Detroit, it had important differences. Who better to convince young talent they can make it here than those who are doing it right now? They even asked 20-somethings to help judge the contest. Even though students were not officially invited to participate that didn't stop the senior studio in Advertising Design, under the leadership of Adjunct Professor Oliver Hoffmann, from entering the competition. After submitting four campaigns, two were selected as finalists and showcased in the Crain's Detroit Business March/April issue along with two other campaigns from local agencies. The winning campaign was â??DFactoâ? produced by CCS students Rebecca Molnar, Michael Hunter and Victor Quattrin. While doing research for the project, the team heard stories from young professionals about how great other major cities can be, which made them want to move to those cities. The young professionals interviewed said they wanted to stay in Detroit, but are drawn to the allure of the unknown. The teamâ??s strategy to address this situation was the campaign â?? Detroit is your city. The campaign would tell young professionals that Detroit shares the characteristics of other great cities but has the distinction of affordability, family and friends. Using social media and guerilla postings to extend the impact of print advertising, the students expect to reach a large number of current students and colleges grads and engage them in inexpensive tactics like social media sites and YouTube to help educate people about Detroit. Also, they want to remind them of the reasons to stay in Detroit and that no major city is perfect. Their work will be given a full page in Advertising Age.
May 26 2010