Submissions for the 2021 IAA Big Idea challenge open

The International Advertising Association (IAA) in Australia has today launched ‘IAA Big Idea 2021’, the national marketing communications competition created especially for undergraduate students in marketing, advertising, media and communications and is calling for entries. Mumbrella is the media partner for the initiative.

Students from both universities and tertiary institutions are invited to devise a marketing communications campaign for a ‘real-life’ client, working in agency-style teams to develop a fully integrated communications solution for a ‘real-life’ project.

In response to the client brief, the teams will deliver an end-to-end plan from the research stage to the creative concept, right through to the final presentation of their ‘Big Idea’.

The winning ‘Big Idea’, as well as all the other ‘big Ideas’ submitted by the students, are made available to the client with the potential for market implementation.

“The IAA is offering hundreds of university students around Australia the opportunity to follow their stars into the marcoms industry by sharpening their communication skills and talents in a real world, hands-on learning experience that is essential career training in the preparation of graduates for the transition from university into professional practice,” said Heather Leembruggen, chairman, IAA Australia.

“IAA ‘Big Idea’ aims to foster the professional development of the upcoming generation of communications practitioners, which is central to the IAA’s ongoing mission and commitment to education in the industry.

“IAA Big Idea provides undergraduate students lots of scope for innovative ideas, critical thinking and creative solutions. IAA Big Idea, now in its nineteenth year, is recognised for its contribution to the development of tomorrow’s generation of industry leaders and in helping participants gain jobs and internships,” Leembruggen added.

The program has been endorsed by both students and educators. Frida Bergesen, leader of the 2020 winning team from Edith Cowan University said: “IAA Big Idea has been the most intense, the most fun and the most educational experience I will probably have throughout Uni. To get the experience of actually working with a real brief for a real client is an incredible privilege that gives you both knowledge and confidence within the field.”

Amy Smith, global brand director, T2 said: “At T2, we are delighted to partner with IAA Big Idea 2021. Why? I firmly believe that young up and coming students are trend-setters and able to shape the future with next generation ideas and inputs. I personally cannot wait to hear what creative ideas entrants put together.

We are looking for out of the box, outstanding ideas that will resonate with multicultural and diverse Australians, knowing that these audiences are huge and growing. Tea is a popular drink among people of all countries and cultures, and T2 can’t wait to celebrate this universal beverage with a diverse spin and connect with more people than ever over a cuppa. With tea and in life, we cherish all flavours and tastes!”

IAA Big Idea has received strong industry support with MultiConnexions as planning partner, and Mumbrella as media partner (providing annual subscriptions to Mumbrella Pro for the winning team members). The submissions will be judged by a jury of senior practitioners from the marketing communications industry.

“The learning experience students gained from working on the IAA Big Idea project is absolutely invaluable. From meeting tight deadlines, working through group challenges, bringing their concepts to life and to presenting their winning ideas to the judging panel has been awe inspiring to watch. The IAA Big Idea has motivated students, who are raring to start their journey in the marketing communications industry,” said Kelly Choong, senior lecturer/coordinator of advertising, Edith Cowan University.

The deadline for submissions is 27 September, with four team finalists announced on 27 October. The overall winning team will be judged and announced on 8 November 2021.


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