The S.I. Newhouse School of Public Communications, in collaboration with digital agency 360i, announced the establishment of the 360i and Newhouse Digital Advertising Alliance on Monday. This initiative will aid in the creation of a digital advertising program at Newhouse, according to a Feb. 6 SU News press release.

For its part of the initiative, 360i will develop special projects for certain undergraduate advertising classes in Newhouse. Students will separate into groups to create simulated ad agencies and compete with one another to create a successful campaign. At the end of the semester, a client will view the campaigns and choose a winning team, according to the release.

Graduate students will get to travel to 360i’s location in New York City for a one-day workshop and contribute to a three-week project for the agency as a part of a capstone course, according to the release.

Two fellowships, given by 360i, will be available each year to juniors, seniors and graduate students with advanced digital skills. The fellowships include a summer internship at 360i and a mentor assignment, according to the release. Recipients will become 360i Ambassadors and visit other advertising classes to share their internship experiences.

This initiative is a part of the company’s educational center, 360iU, which is a part of an effort to educate 360i’s clients, employees and the overall industry on a new marketing and communications world where technology innovation has become vital, according to the release.

The establishment of the initiative was made possible by a donation from 360i and its CEO and Syracuse University alumnus Bryan Wiener. Wiener gave a presentation in the Joyce Hergenhan Auditorium on Wednesday to launch the program.

Wiener represents the award-winning agency, which specializes in search engine marketing, social media, mobile marketing, web design and development. Armed with knowledge about its clients, 360i works on creating the idea that helps a client’s brand ‘breakthrough, connect and succeed,’ according to its website. The company has been named to Advertising Age’s ‘Agency A-list’ and ‘Best Places to Work’ list. Current clients include Coca-Cola, Oreo and Smirnoff.

James Tsao, chair of Newhouse’s advertising department, said he thinks both 360i and the advertising department share a goal of making sure students experience a well-rounded education in digital advertising before they graduate.

The program trains students to be ready to work for the entire digital advertising industry, Tsao said. To him, being allied with an A-list ad agency like 360i is a win-win collaboration for Newhouse.

‘Newhouse is a great brand in the ad and media industry,’ Tsao said in an email. ‘It’s a noble mission if you think about it.’

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Published on February 8, 2012 at 12:00 pm

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