Industry News | April 26, 2012

Agency Uses White Castle Ads to Teach Kids the Ropes

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Zimmerman Advertising, the 14th largest full-service agency in the U.S., is offering a one-day hands-on introduction to the business of advertising on Take Your Daughter or Son to Work Day, today from 11 a.m. to 4 p.m.

Children of Zimmerman employees are invited to learn specifically about how Zimmerman operates and then will go to work creating an ad for the agency’s client/partner White Castle. During the process, the kids will learn about the client, discuss consumer research with the folks from strategy, and interact with the creative department to come up with a “Craver” campaign. “Cravers” are the White Castle faithful who will drive miles at all hours for their White Castle fix.

The advertising trainees will be asked to tap into their youth to design an ad that targets younger customers. The teams will be judged by the client services team based on concept development, demonstration of engagement, and execution of the idea.

“When I was 11 years old, I was working my paper route, making deliveries when I came across Mr. Dazzo, a friend’s dad,” says Jordan Zimmerman, founder and chairman of Zimmerman. “He was at the piano writing a jingle. I didn’t know what a jingle was, and so started my first lesson in advertising. This was a guy who loved what he did for a living, which was totally different from all the other adults I knew. It is the passion for advertising that I received by being introduced by Mr. Dazzo to the ad industry that we hope to ignite in the children we host on Take Your Daughter or Son to Work Day.”

Who knows? Maybe the next great ad industry leader will discover his or her calling.