Submissions for the 2022 IAA Big Idea challenge is now open

The International Advertising Association (IAA) in Australia has today re-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 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 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.

IAA Australia chair, Heather Leembruggen, who has steered IAA Big Idea since its inception in 2003, told Mumbrella: “IAA Big Idea 2022 is celebrating 20 years since we introduced it, as an annual challenge (even through COVID times) offering hundreds of students all 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.

“IAA ‘Big Idea’ gives students the chance to shine and put their learnings into practice as it is designed to foster the talents of the upcoming generation of communications professionals, in line with the IAA’s ongoing commitment to professional development.”

The program has been endorsed by students and educators, and is recognised for its contribution to the development of tomorrow’s generation of industry leaders and in helping the participants on their career-paths. Frida Bergesen, leader in 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 probably will 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. As a student, you go into this experience both excited and terrified, and to come out on the other side as the winning team is an achievement we will always bring with us.”

The client for IAA Big Idea 2022 is the dating app Ziinkle and this year’s challenge is to create an innovative, high-impact campaign to help grow awareness and drive downloads of the Ziinkle app among single Australians.

Co-founders of Ziinkle, Elisse, and Melanie Leahy said: “Ziinkle is proud to be partnering with IAA for the 2022 Big Idea challenge. Being able to work with and support the brightest upcoming talent to help us unlock strong insights and bold ideas truly excites us. We look forward to this being a memorable and meaningful experience for all.”

IAA Big Idea has received strong industry support and is recognised as being a valuable training experience for upcoming industry talent with MultiConnexions as Planning Partner, and Mumbrella as Media Partner (providing annual complimentary tickets to industry events for the winning team members).

A jury of senior practitioners representing key sectors of the marketing communications industry, including representatives from the client, will judge the submissions to select the four top-scoring finalists.

The deadline for submissions is 23 September, with four team finalists announced on 26 October. The overall winning team will be judged and announced on 7 November 2022.


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