As many COM students may know, it’s officially internship-searching season—students fight tooth and nail for a spot, clawing their way to receiving an internship offer for the summer. For advertising students looking for a way to gain real-world experience as part of their undergraduate and graduate terms, there’s a very accessible and effective solution: BU’s AdLab.
AdLab is a student-run advertising agency staffed by undergraduate and graduate students. The program, listed as CM585, provides students with career-like opportunities during the academic semester. As part of AdLab, students consult with clients from around the country and create campaigns that address creative problems and drive brand growth.
Aside from the portfolio AdLab helps students build, it allows them to experience what working in an advertising agency is like. AdLab’s hierarchical structure mirrors that of an agency, featuring an executive board with two co-presidents, departmental presidents, departmental directors, and general team members. Within a team, students can choose to work as an account executive, strategist, art director, copywriter, or project manager.
AdLab’s hierarchical structure mirrors that of an agency, featuring an executive board with two co-presidents, departmental presidents, departmental directors, and general team members.
Strategist Brianna Lee said her time at AdLab has shaped her college experience, allowing her to follow through a campaign from beginning to end. Through AdLab, she researched and created a report, and pitched to her client. “This experience not only deepened my understanding of the advertising industry, but also equipped me with the skills and confidence needed to succeed in a professional agency setting,” said Lee.
A professional agency setting is exactly what AdLab provides; it’s a foolproof chance for students to decide how they want to use their degree and what kind of work they want to engage in post graduation. But, more importantly, students have the opportunity to collaborate and engage in meaningful campaigns.
AdLab client Our Stomping Grounds is a nonprofit corporation based in Springfield, Virginia, that helps persons with developmental disabilities find apartment housing. The company works with the Affordable Housing Partners to ensure the space is ready, assists individuals with the transition, and aims to find them an uplifting and supporting community once they’re settled. Our Stomping Grounds is one of the many clients that AdLab consults.
Stacey Choi is a senior in AdLab who worked on the Our Stomping Grounds account. She said the experience allowed her to refine her interpersonal skills while learning more about the nonprofit sector and persons with disabilities. In addition to joining client meetings about strategy, Choi also met with her team twice a week. At times when deadlines were tight, she would meet with her strategist partner separately an additional two times a week.
“I only joined AdLab in the fall,” said Choi. “But my knowledge has grown tremendously since joining and it allowed me to focus on a demographic I had not worked with before.”
Two faculty advisors also oversee students’ work—Shawn Zupp and Chris Lee. With over 50 years of experience between them, it’s no surprise they’re aware of how agencies operate and can ensure that AdLab’s standards meet those expectations.
When asked how AdLab prepares students for a career in advertising, Chris Lee said, “Nothing prepares you like the real thing.” As part of AdLab, students engage with “real-world clients, ranging from start-ups and non-profits to global banks” and have just three months to solve a unique brand challenge “in the most strategically creative way possible.”
The career-related knowledge, professional connections, and personal growth students gain make AdLab indispensable for advertising majors and beneficial for non-advertising students.
“It’s not for everybody, but if you’re serious about starting your career at an advertising agency, PR firm, consulting group, or any entity that involves strategic-creative development, the AdLab experience can’t be beat.”
“AdLab enhances the college experience for students because it doesn’t behave or operate like any other class on campus,” said Lee. “It’s not for everybody, but if you’re serious about starting your career at an advertising agency, PR firm, consulting group, or any entity that involves strategic-creative development, the AdLab experience can’t be beat.”
Through AdLab, students have worked with brands like Under Armour, Saxbys, and Wayfair. After graduating, they have gone on to work for top agencies like Hill Holiday, MullenLowe, Ogilvy, and more.
“As one of our Boston agency friends put it: ‘They won’t hire a junior person unless they come through AdLab,’” said Lee.
Head to the official AdLab website to know more.
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