Advertising Experience – Hobart and William Smith Colleges \
The HWS Update

Advertising Experience

This semester, Chris Drake ’10 has landed a highly competitive internship as planner/account executive at the Rochester-based advertising company Partners & Napier.

Drake’s internship is part of an innovative program developed by Partners & Napier, called BrandCamp.  The program geared toward emerging advertising interns allows them to be fully immersed into the process and culture of the advertising industry. As a BrandCamp intern, Drake has helped create taglines for the program such as, “If you’re a real go getter, you won’t have to go get our coffee.”

His primary role at Partners & Napier is as an account planner. He is a member of a team that is expert at working with all information available to help solve a client’s advertising problems. Planners are involved and integrated in the creation of marketing strategy and ads. Their responsibility is to bring the consumer to the forefront of the process and to inspire the team to work with the consumer in mind.

As an account planning intern he is responsible for helping make advertising both distinctive and relevant to the consumer. He is involved with the dynamic conception of an idea between the market research team and the creative team by stimulating creative development as a result of the consumer insights that account planners can attest to.  Drake attends creative meetings with account professionals, presents his research and new insights to the process, and subsequently becomes a part of the formation of compelling advertising content. Often he does field research about competitive brand trends, consumer behavior, and managing the recruitment strategy for the next batch of BrandCampers.  

The competition for getting this internship was tough. Partners & Napier wanted applicants to create a short video to demonstrate their knack for advertising and post it on Youtube. There were no restraints or limitations, just convey creativity,  personality, and motivation. The 12 top videos were chosen for an interview, and 8 were selected to become BrandCamp interns. Watch Drake’s application video here:

“This internship has been very rewarding. I have had hands-on experience where I have received real world experience with global brands such as, Kodak, Constellation Wines, Baush & Lomb, UPS, Excellus BlueCross BlueShield, Thule, and Wegmans; in addition to developing my own brand,” says Drake.

Drake is a media and society major and a studio art minor.  Over the summer, he interned as a digital marketing intern at Lifetime Television. Drake is a member of Arts Collective and the Colleges’ advertising club, KINK Advertising.