Advertising Students Celebrate Victory in Innovation and Teamwork

A team of students from the The Lesley H. and William L. Collins College of Professional Studies (CCPS) and The Peter J. Tobin College of Business placed third in the prestigious National Student Advertising Competition sponsored by the American Advertising Federation during the spring semester.

Team members welcomed the opportunity to showcase their diverse skills and collaborative spirit as they competed against eight other schools. “We believed in our winning idea and felt it perfectly aligned with the goals of the competition,” said team member Daniel Ramirez-Mendez ’24CCPS. “Everyone gave their all, and I am incredibly honored to have worked with such a dedicated and talented group over the past year.” 

The competition, held in April at Pace University’s Manhattan, NY, campus, featured multiple days covering different districts, ensuring a broad and inclusive representation of talent and innovation. The St. John’s students’ presentation focused on a brand campaign for Tide, and centered on the concept of switching to cold water washing. They developed media and creative assets that emphasized the ease and benefits of this change for both clothes and mental well-being.

In addition to their third-place finish, they were awarded the “Beat up the Brief” award for their exceptional approach to the brief and their deep understanding and execution of the project’s requirements. The judges commended the team for not only grasping the brief, but also finding new meaning within it, which led to the creation of a superior campaign. 

Nancy Deckinger, daughter of Drs. E. Lawrence and Adele V. Deckinger, was also in attendance at the event. The Deckinger family established the Deckinger Center for Advertising Research, which functions as a specialized learning environment for all CCPS advertising programs. In addition, the Deckinger Family established the  Dr. E. Lawrence Deckinger Student Advertising Competition Fund. This fund shall provide support for activities and/or research for the Annual Student Advertising Competition Team.