ISC 583 students pose in front of Stonehenge during their education abroad experience in May.
21 students embarked on the summer of a lifetime in May as a part of University of Kentucky Department of Integrated Strategic Communication Assistant Professor Sarah Geegan's three-week education abroad ISC 583: Branding, Messaging & Digital Strategies in London course.
Outside of New York City, London is the advertising and marketing capital of the world, and certainly the leader in European advertising. This course examined how advertising and public relations practice in London differ from the United States through in-country study of print, broadcast and out-of-home advertising and visits to advertising and public relations agencies as well as popular culture museums and attractions. Students were expected to walk away from the experience with a better understanding of how cultural considerations affect advertising and public relations campaign planning, knowledge of the role of consumer behavior in campaign success, critical thinking skills in campaign evaluation and hopefully even a life-long love for London. The experience was open to all majors, both inside and outside of the College of Communication and Information.
Participants visited agencies like award-winning global public relations consultancy firm Edelman and Interbrand, the world’s leading brand consultancy for 50 years, learned about sports marketing at iconic venues such as Wimbledon, Stamford Bridge (home to Chelsea Football Club) and Lord's Cricket Ground. They also visited a few iconic sites like Stonehenge and St. Paul's Cathedral. The experience was open to all majors, both inside and outside of the College of Communication and Information.
Alex Tanner, senior consultant at Interbrand, shared his experience with the students on LinkedIn.
"This week it was great to welcome students from the University of Kentucky back to Interbrand for a third year running," Tanner said. "I spoke about the value of brand-centric business strategy and the power this can wield in our changing world. Thanks to Dr. Sarah Geegan and Dani Jaffe for bringing such a bright bunch over."
The group also heard from alumnae Emily Thomas (ISC, 2016). Thomas, who currently works as the brand and communications manager for London-based Thrive Recruitment Marketing, share her journey from study abroad student to working and living abroad for nearly a decade now. Two-time CI alum and current communication doctoral student Dani Jaffe (ISC, 2022 and MA COM, 2023) also co-led the trip alongside Geegan, who is also a three-time CI alum herself.
"Remembering what it was like to be sitting where they are, I felt honored to be able to share some of my ‘wisdom’ of what I’ve learned since graduating," Thomas said on LinkedIn. "They had so many great questions and we had engaging conversations about how they can kick start their careers as they go back to finish their junior and senior years. I’m looking forward to following their journeys!"
ISC junior Emma Roggenkamp shared that she enjoyed seeing the day to day of the ad agencies in such a international advertising hub.
"We talked to members of all teams, learning about what their agencies do, how they came about and examples of brands they have worked with," she said.
ISC and community and leadership development student Carson Recchia said the program's impact will last far beyond the three weeks abroad.
"From understanding consumer behavior in diverse cultures to crafting strategic campaigns that resonate globally, this experience has truly broadened my horizons," Recchia shared on LinkedIn. "I’m excited to bring these new skills and perspectives to my future endeavors and contribute to more effective and inclusive global marketing strategies."
Erynn Easley, marketing student in the Gatton College of Business and Economics, also took part in the program.
"Being a part of the 2024 Digital Media and Brand Strategy Program was truly enriching. This experience has left me inspired and more determined to dive deeper into the dynamic realms of marketing, advertising and PR," Easley shared via LinkedIn.
For more information about upcoming education abroad opportunities in CI, visit https://international.uky.edu/ea/communication-and-information.
