Tag: communications

Advertising & Marketing

Advertising and Marketing Communications Management Students Reach Finals in Digital Media Marketing/Advertising Competition

A group of talented advertising students from St. Clair College – School of Media Art and Design have emerged as finalists in Perdue University’s Digital Media Marketing competition, showcasing their innovative skills and strategy in the dynamic field of digital media.

Working on the case study since mid-September the team of Zachery Dillen, Sara Rupert, Emma Carosella, and Dalton Drouillard have secured their place in the finals of the event.

The Digital Marketing Competition (DMC) known for its emphasis on cutting edge digital media strategies drew participants from across the globe, and our students have proven their strength amongst a pool of highly talented contenders.

The St. Clair College team’s entry stood out for its creativity, strategic approach, and creative utilization of the latest trends in digital media advertising. The students demonstrated an exceptional understanding, of consumer behavior, media channels, media planning, and technological trends in the ever-evolving landscape of digital media and advertising.

Team coach, Professor Scott Briscoe said: “The students put in the work and effort to make this happen. As a group they spent roughly 40-60 hours on this competition case study solution. This is a testament to their dedication, as they still attended all classes kept up with their course work and part time jobs. They’ve developed some outstanding solutions to this marketing problem. Their work ethic and strategic thinking was outstanding.

The DMC finals take place this Saturday December 2, 2023. The students in the Advertising and Marketing Communications program have created a live watch party event to take place at 10:00am at The St. Clair Center for the Arts.  The St. Clair College team will have the opportunity to present their creative, strategic ideas at 12:30pm.

The Advertising and Marketing Communications invite; the community at large, members of the media, and industry professionals to

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Advertising & Marketing

The power of ‘advertainment’ in brand communications: where entertainment meets advertising

In an era of sensory overload, where consumers are faced with a barrage of content at every waking moment, standing out is becoming an increasingly difficult task for brands. But there is a solution to capturing the attention of the distracted generation. Back in my TV production days in Paris, about 15 years ago, we were already exploring the concept of ‘advertainment’. We pitched innovative mini-series ideas to brands like McDonald’s and Club Med.

While the vision was clear and ahead of its time, the concepts failed to see fruition. The evolving priorities and dynamic goals of marketing departments at the time made it difficult to sell the concept of long-term promotions.

But now, with consumer scepticism on the rise, we’re seeing a backlash against traditional advertising. Today’s marketers are crying out for new ways to capture hearts, minds, and most importantly — attention.

As the lines between content and commercials blur, the brands riding this wave are rewriting the rules of engagement.

Welcome to the future of brand communications.

What is ‘advertainment’?

‘Advertainment’, a portmanteau of advertising and entertainment, is a creative strategy that seamlessly weaves marketing messages into pure entertainment content.

Modern ‘advertainment’ subtly incorporates promotional messages into forms of content, including video, games, podcasts, virtual reality experiences, and interactive web series.

Rather than interrupting the flow of the content with an ad, the brand becomes the storyteller, engaging viewers with content that feels organic, authentic, and relevant. The content is the ad.

In a landscape where consumers are quick to skip, mute, or block ads, ‘advertainment’ offers an enticing promise: an audience willingly engaged, emotionally invested, and, ultimately, more receptive to the brand’s message.

One of the first notable examples of ‘advertainment’ was the 8-minute short film for Pirelli, Mission Zero, starring Uma Thurman back in

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