- Graduation Year: May 2015
- Major: Advertising
- Minor: Informatics
- Hometown: Ponte Vedra Beach, FL
- Hobbies: Filmmaking, design, travel & cuisine
Campus Activities
- American Advertising Federation (Midnight Oil)
- Spotify & Coca-Cola Brand Ambassador
- UIUC Study Abroad Office
- Illini Media (past)
- Delta Tau Delta Fraternity
Internship – The Richards Group – Brand Management Intern
What were your duties?
As a Brand Management Intern, I primarily worked on the Chuck E. Cheese’s account. My job was to develop and execute a Local Store Marketing (LSM) program over the course of my stay in Dallas. At the end of the program, I prepared a case study that presented a formal LSM initiative for Chuck E. Cheese’s to implement into their corporate manual and have the general managers of 500+ locations execute at a local level. Throughout the internship I had to balance multiple assignments presented on a rolling basis, attend daily meetings, and maintain constant communication with both my team and the client. My group principal managed other brands along with some new business pitches too, so I was fortunate enough to also work on projects for major brands like Sally Beauty Supply, Fleet Laboratories (Summer’s Eve, Pedia-Lax, Boudreaux’s Butt Paste), and more.
What did you most enjoy about your internship?
The most enjoyable aspect of the internship was the spontaneity each day presented upon arrival to the office–ranging anywhere from scrambling around Dallas to find supplies for a photo shoot, a concert under the stairwell, working with Oculus Rift and 3D printers, or visiting a Chuck E. Cheese’s to simulate a birthday party experience, to even getting to lead a brainstorming session with creatives behind the memorable campaigns for brands like Chick-fil-A, Corona, and Motel 6. Another invaluable aspect of the internship was being able to work for Stan Richards, and experience his hands-on leadership approach to the agency’s day-to-day operations. Whether it was a simple “hello” in the hallway, an elevator ride discussing 4th of July plans, intern Q&A’s, or the infamous all-agency stairwell meetings–working alongside someone who, at the age of 81 years old, continues to be as successful and intriguing as Stan was truly a privilege.
What was the most difficult aspect of the internship?
Naturally, my greatest challenge was clocking in before 8:29:59 a.m. every morning–8:30:00 a.m. was considered late. Surviving the relentless Dallas heat was no simple chore either. There was a significant amount of responsibility placed on me as an intern, and the expectations from both the agency and the client were always high. I was individually tasked to complete an extensive program over a 3-month period, so procrastination was not an option, and a self-starting mindset was essential. Providing the best quality work required extra time beyond the 8-hour day, sometimes pushing it to the weekend. Having such a busy schedule showed me the importance of balance and how to prioritize my work effectively.
How did your experience at ILLINOIS and in the College of Media prepare you for your internship?
My classes through the College of Media prepared me for the internship via the numerous group projects, presentations, and a curriculum that consistently reiterates industry fundamentals. I found the coursework to be highly relevant to projects I worked on at the agency, and I occasionally reviewed old notes/projects for help. The Informatics minor is a nice compliment to the Advertising major, and I highly recommend it to anyone interested in the ever-growing digital side of the industry. It allowed me to examine different areas across the digital landscape and see how technology relates back to modern communication practices. There is still a lot to be learned once on the job, but what a student takes away from his or her time at UIUC and the College of Media provides an advantage many are not fortunate enough to have.
How has your internship prepared you for a career?
My time at The Richards Group has provided me a first-hand experience of what it is like to work in an account role. With minimal supervision and plenty of responsibility, it allowed me to develop the leadership skills required to be an effective liaison between a multi-faceted agency and client. This summer has allowed me to work with very diverse client/brand backgrounds, though most would say they are not the most glamorous choices on the agency list. From female hygiene & beauty products to children’s entertainment, I was able to familiarize myself with markets that I previously had known nothing about. The internship has taught me how to figure things out on my own, but to also not be afraid to ask others for help–ask once and be sure to listen. I have learned how to communicate directly with a client, and address their needs in an appropriate manner. In this industry, things can change in the blink of an eye–something big can get dropped on you just when you thought there could not possibly be any more work, but you have to learn to cope and avoid handling such situations with emotion. Most importantly, I have learned that words can only get you so far. Clients and your superiors want you to deliver results–saying what you are “going to do” is much different than showing what you actually did.
What recommendations do you have for other students about doing an internship?
Apply early and often. Try to contact the recruiter directly if possible, and do not limit your options to just the agencies you learn about in class–do your own research. Follow-up after an interview, be confident, but stay humble. Sweat the details in everything you do–it can go a long way. The extra effort may take longer, but people will start to notice. Also, the ability to listen is often overlooked–take notes when necessary, but know when to listen. During an internship, talk to as many people as you can, carry a pocket notebook wherever you go, and jot down anything you find interesting as you go along. It seems tedious, but having your thoughts visualized can help keep you sane. Lastly, make the most of your presentations in class, because there are no grades when presenting to a group of mature agency members and/or clients.