Samford University students earned a spot in the 2024 Effie Collegiate Ally Brand Challenge semifinals for an integrated marketing campaign they worked on in Communication and Media professor Ignatius Fosu’s Advertising Practicum JMC 412 class last spring.  

This achievement marks the first time students in Fosu’s class reached the semifinals in the two years they have competed. 

“This is a product of my students’ hard work throughout the semester,” Fosu said. “After being confronted with the challenge, they conducted extensive research and analysis and gained unique insights that drove their strategies and tactics. I’m very proud of this wonderful achievement.” 

Claire Drennen, Nick Batson and Sydney Grice were the students involved in this project. Their comprehensive campaign, “Live More in the Moment,” aimed to build brand awareness, consumer advocacy and consideration for Ally Financial, a national digital financial services provider.  

Under Fosu's mentorship, they received guidance and feedback throughout the project. 

 “I instructed them on the fundamentals of developing integrated marketing campaigns and gave them feedback on their drafts,” Fosu added.  

Fosu said participating in this competition provides students with a solid foundation in developing campaigns post-graduation.  

“The students got to work on a real-world campaign for a real-world national brand,” he said. “Through the process, they acquired industry-standard experience working on a comprehensive integrated marketing campaign. This has equipped them with the ability to develop campaigns to address any brand challenge in the real world.”