UH, National Student Advertising Competition team wins second at district - two years in a row
The University of Houston, National Student Advertising Competition team (NSAC) placed second and won the Special Judges’ Award at the 2023-24 NSAC x American Advertising Federation (AAF), District 10 Competition at Southern Methodist University in Dallas in April.
This marks the second year in a row UH has placed second whilst competing against impressive adversaries like Texas Tech University, University of Texas at Austin, and University of Oklahoma to name a few. NSAC is an opportunity for students to create campaigns tailored to a specific client and present their work to industry judges.
District 10 covers a total of four states with the winners of each district competition progressing to semi-finals, and the winners of semi-finals progress to finals. Finals consists of schools from across the country with this year’s finals located in Salt Lake City, Utah.
To take part in the prestigious competition, students from UH had to apply in the Fall of 2023 to be considered. Students across all majors are allowed and encouraged to join, yet a predominant amount come from the Jack J. School of Valenti.
The semester long course also counts as course credit.
To lead the team as head advisor was UH professor, UH alumni and previous NSAC participant, Jason Tinnel. Tinnel brought on as additional advisors Art Strong and Patrick Plant.
“This is my first year to take over the leadership of the competition – having previously competed in NSAC and worked closely with Larry Kelley. After he retired, they asked if I would want to come in and teach a lot of core classes, including NSAC. It is really an honor, and I hope to just keep the successful legacy of UH going at NSAC,” said Tinnel.
Team #186 – as the UH team was known for official purposes, consisted of roughly 20 members with subgroups and various roles given to members within the team. The three subgroups or teams were: creative, account planning, and media planning. Collectively the entire team researched, planned and created a campaign for the well-known Proctor & Gamble company, Tide.
While students and advisors are under strict instructions to not share the classified information, insights and Tide objectives with the general public, the team is now able to discuss who the illustrious corporate sponsor is following the end of their season.
The history of NSAC at UH is a long yet rewarding one. Professor Emeritus Larry Kelley, who served as a mock judge for this year’s team before students headed to district shared his insight on his time at UH, as well as the growth of the team over the years.
Starting back in 2008, he transformed not only the NSAC program, but the Valenti school as it is known today. From being the only full-time advertising teacher in 2008, to being a component in having more full-time faculty hired. He assisted in implementing courses, like media planning, account planning, and more.
From auditing the NSAC team in from 2008-09, to being a full-time adviser of the team in 2010, the UH NSAC team was able to win district, a feat that had not been accomplished in 15 years prior.
In addition, to restructuring the Valenti Strategic Communication program students and faculty know today, he assisted in integration of the AAF-UH chapter and the professional chapter in Houston leading to more members.
One big point of mention is Emeritus Kelley’s emphasis on students applying for scholarships.
As a result, when he retired, “UH was a top 10 program in terms of students winning MAIP (Multicultural Advertising Intern Program), AEFH and AAF Most Promising Minority Student awards,” he said.
When asked what he was most proud of during his time as an advisor, Emeritus Kelley shared his thoughts.
“I hope that future students will take pride in the NSAC program and school. NSAC has helped propel the Valenti brand in the advertising community for academics and industry. It is great to leave a living legacy,” he said. Furthermore, the illustrious Emeritus Kelley’s time and effort has not gone unrecognized by the advertising industry, nor his UH community.
“Awarded the Silver Medal of Honor by AAF-Houston as a lifetime achievement award - just one of 50 all time, and last year, (he) was nationally recognized by AAF as with the Distinguished Advertising Educator award; one of just 40 all time,” he said.
The team would be nothing without the support of advisors and mentors like Emeritus Kelley, and many others present and to come.
The impact the class and
competition has had on the students participating will also not be forgotten. With a second-place finish and Special Judges’ Award to add to the growing list of UH accomplishments, the students of the 2023-24 UH NSAC team should be proud.
Despite being a team of roughly 20 students, the team gelled nicely together nicely and will take with them the memories and experiences for a lifetime.
Victoria Mendez Vera, President of AAF-UH Chapter and a member of the creative team shared her experience in NSAC and the memories she’ll take with her.
“NSAC challenged and grew my creative thinking and teamwork skills. I better understand what it takes to make your ideas shine. I recommend future advertising students to join the upcoming competitions and AAF-UH to learn about their place in the industry,” she said.
Team #186 will leave with memories and hands-on experience some could compare to that of what a real-life advertising agency would have to offer. While the course was only two days a week in person, students spent many days and nights collectively and individually brainstorming and creating their campaign.
Their hard work paid off…and while it was disheartening to not win, many, if not all of those involved felt strong about the campaign they put out and confident in their work.
A special thanks to the advisors whose efforts were instrumental to the success of the group, and special thanks to Team #186.