Simulating ‘real life’ advertising agency work is nothing new for Charles Sturt University (CSU) students, who for the second time have won the prestigious International Advertising Association’s (IAA) InterAd award.

The competition challenges advertising students around the world to work in agency-style teams, and develop a campaign based upon information provided by an actual client – this year the IAA itself.

The students who produced the winning entry are all in their final year, and active members of the CSU student advertising agency Kajulu Communications.

For two months, the seven team members - Natalie Sims, Georgina Rees, Georgia Miles, Amy Kalver, Emmily Hyland, Nerida Bourke and Melinda Drew - worked every day and most weekends to prepare an integrated marketing communication plan to increase the IAA’s esteem, branding and international recognition.

Team member Georgina Rees said their entry focussed on strategic initiatives, rather than production of strong television advertisements, and as a result was a cost-effective approach. 

“We surveyed IAA members and non-members alike as part of our research for the advertising brief, and attended IAA meetings, so we had an understanding of their membership,” Ms Rees said.

CSU competed against entries received from 20 countries around the world. 

The Kajulu Communications entry – produced entirely on CD ROM and including presentations produced using leading edge graphics software - beat a field of more than 70 entries from 30 tertiary institutions. 

CSU Vice-Chancellor Professor Ian Goulter congratulated the team and their lecturers, advertising course coordinator Rod McCulloch and lecturer Brett Van Heekeren, on their win. 

“The Kajulu Communications win is testimony to their communication learning strategies which set the benchmark for all other institutions,” he said.

IAA Director of Communications, Pamela Yaeger said the IAA would incorporate some of the CSU Kajulu Communications entry concepts into their new website. 

The seven team members will share a $US5 000 prize for their efforts. 

The CSU Kajulu Communications winning entry is available for viewing online here.

In their final year, BA Communication-Advertising students at CSU work almost exclusively on projects for real-world clients of Kajulu Communications. Clients include Lion Nathan, Daken Industries and the Traffic Accident Commission of Victoria.