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Effie Collegiate Introduces 2019 Brand Challenge by Subaru

In new partnership Subaru asks college students to develop a marketing plan to effectively reach millennial and Gen Z car buyers

Effie Collegiate Introduces 2019 Brand Challenge by Subaru

Effie United States, which recognises marketing effectiveness, has announced that its ninth Effie Collegiate program will be in partnership with Subaru of America, Inc. Modelled after the Effie Awards, the Effie Collegiate program calls on the next generation’s brightest marketers to work on real world business challenges with a focus on creating marketing that really works.

As the 2019 sponsor, Subaru will challenge college students throughout the US to reinvent the experience of buying a new car to meet the expectations and lifestyles of the Millennial/Gen Z audience, many who think of buying a car as a thing of the past.

“We created a client brief that we would develop for any seasoned agency partner, knowing that college students who take on the Effie Collegiate entry will have real world experience to bring back to the classroom and later, to the workplace,” said Alan Bethke, senior vice president of marketing, Subaru of America, Inc. “By sponsoring Effie Collegiate, we are giving back, but expect to gain some fresh, insightful thinking in return from a generation that looks at buying a car in a whole new way.”

Subaru and its agency of record, Carmichael Lynch, are no strangers to effective marketing, having earned the Sustained Success Effie for the Love campaign.

“At Effie, we use our vast resources to help people across all stages of their careers become more effective marketers. With the Effie Collegiate competition, students get to learn from the world’s most successful and iconic brands,” said Veronica Parker-Hahn, SVP of growth & innovation at Effie Worldwide. “We also work closely with the business and academic communities to ensure that a diverse group of students, many of whom are new to marketing, get exposure to the competition and a potential career in advertising and marketing.”

The Effie Collegiate Subaru Brand Challenge will open its Call for Entries in January 2019. The challenge is open to students enrolled in portfolio programs, graduate students and undergraduate students currently enrolled full/part-time at accredited educational institutions. The competition is free to enter.

Marketing executives will be called on by the Effies this Spring to serve on a jury to review this year’s entries. Selected finalists will be invited to pitch their campaigns to the Subaru brand team at their headquarters in Camden, NJ.

For complete details on the Effie Collegiate competition, click here

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