Agencies and Brands Turn to Students for Millennial Insight

As Madison Avenue seeks to keep abreast of rapid digital change, many advertising agencies are tapping into a digitally-savvy demographic for help on projects: students

Media agency Spark, for example, and its client Taco Bell have charged a group of roughly 30 advertising students at Miami University of Ohio with a project to drive downloads among millennial consumers of a new mobile app that Taco Bell is launching later this year. The students are a part of Miami U’s Highwire Brand Studio, a competitive on-campus advertising agency that gives students a real-life client challenge to work on for a semester. Procter & Gamble, Nestle and Pepsi are among other companies that have worked with Highwire students.

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