Getting Noticed in the Advertising Industry: WSU Student Impresses Top Brass

PULLMAN, Wash. — How many college students are featured in the New York Times Magazine, USA Today and a national trade publication?  Further, how many college students are invited to attend a professional convention in New York City and stay at the famous Athletic Club (where the Heisman Trophy is presented each year) all free of charge?

This is exactly what has happened to Washington State University senior Phillip J. Neal.

Although graduation for Neal is still a couple months away, the advertising industry is taking notice of this Edward R. Murrow School of Communication student.

The attention started when one of Neal’s advertising professors at WSU, Tien T. Lee, nominated him for the American Advertising Federation’s Most Promising Minority Student Award. In February, Neal was selected as one of 40 students from across the nation considered to be rising stars in the fields of advertising, marketing and communications.

“I have had the good fortune to work with many excellent students here at WSU, but Phillip is truly exceptional. When I accompanied him to New York, where he received his award, one of my sources told me one of their directors said they’d better grab him quickly for employment before someone else would,” Lee said.

The American Advertising Federation also conducts college advertising competitions around the nation. The competition asks teams of college students to prepare full advertising campaigns for national corporations and present their strategy to AAF members and corporate executives. Out of eight universities and 135 presenters at the regional competition in Boise, Idaho, Neal was voted the best male presenter.

Neal’s talent began to get noticed by advertising professionals. One of them encouraged him to apply to the Multicultural Advertising Intern Program sponsored by the American Association of Advertising Agencies. Last summer Neal was awarded a paid internship in one of the largest media advertising agencies in the world, OMD New York.

It was during his internship that New York Times Magazine wanted to do a story on diversity in the advertising industry. Unaware that the chief executive officer and president of the AAF had suggested the magazine feature Neal in its story, Neal received a surprise call from the New York Times at work.  “That was really special considering there were many other qualified students that could have been featured. I happened to be in New York interning at this really prestigious agency,” he said. The story ran Sept. 11, 2005, edition.  

The Tacoma native spent 10 weeks with OMD learning the in and outs of the advertising business. While in New York, he had a chance to visit other top agencies, meet executives and check out employment possibilities. “I have already been offered jobs in the New York and Seattle areas, but I am keeping my options open. I am wishing to start my career in Seattle,” Neal said.

Neal is attracted to the media aspect of advertising because media is becoming more than just television, radio and magazines. “Products such as TiVo are forcing us to think outside the box to come up with new and innovative ways to reach our target audiences,” he said.

Having an intense drive and willingness to listen and learn are characteristics Neal said have contributed to his success. He also encourages students to get to know their professors. “I honestly believe that I would not have had the opportunity to be in the running for these awards if I had not chosen to attend WSU,” Neal said. “It did not become apparent to me how well I was prepared until I went to New York and met other interns from around the nation. I was a step ahead of other students because of the education I received here.”