On our recent field trip to New York, students learned firsthand from the top creatives in the industry about the changes in advertising and what’s coming in the near future. There was lots of discussion about how a brand has to be strategically driven, and about how advertising is no longer about ads for ads’ sake.

Today’s more effective advertising models are everywhere. The modern mantra is “Have fun.” But the key to being able to do that is meticulous account management, persuading clients to pay for experience, and a cost structure unencumbered by holding-company overhead. The New Tradition is revolution, and our students are ready for it. Its principals have diverse skill sets in interactive marketing, media strategy, and design, as well as advertising, so that clients can have faith they will get a marketing solution rather than an ad campaign.

It was quite a diverse group of firms that we toured, from the big agency to the small niché agency, to the agency with the best new model for what the future is about. Students returned to Atlanta talking about a thinking process… systems, brands and the importance of branding… They heard it out of everyone from Bill Oberlander, the Executive Creative Director at McCann Erickson, to Paul Lavoie at TAXI, to Griffin Stenger at the Concept Farm.

No doubt, at the end of the day, it is about IDEAS and INNOVATION…

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