Student-run agency brings top-tier advertising to Athens brands

As NEXT enters its fifth semester, members of the student-run advertising agency are receiving tangible experience working with clients to curate a brand. Now, NEXT is looking to push past the limits of what a student-run agency can do, helping students build relationships with brands, exercise teamwork and collaboration and begin a budding portfolio. 

Chuck Borghese, visiting professor and managing director of NEXT, is no stranger to the advertising world. He served several agencies before deciding to return to his alma mater to mentor students in the E.W. Scripps School of Journalism. Now, he oversees a new generation of students and encourages their creative process.

“I’m the managing director, which means I have the students’ back,” says Borghese. “This is theirs to run, but I have so much experience running an agency and creative departments that I can lend them the inside knowledge of what it means to build a brand and understand why a brand exists and how you deal with clients. Clients need to know you care, understand the business and that you're invested in their success, and I try to get that across to students.”

Taking a client-first approach, students are working with a range of organizations, some of which hit close to home. This year, they are serving Athens area businesses and non-profits including the Dairy Barn Arts Center, WOUB and Frog Ranch, as well as Bellisari’s Sauce and other clients from previous semesters.

“It’s ongoing work,” says Borghese. “An agency tries to build relationships with clients that last. A lot of that is determined by the bandwidth of how many students we have.”

NEXT allows students to take on executive roles and work with a resolute team, which is composed of 24 students this semester. Students have several avenues for earning course credit in journalism for their work with the agency. Borghese says NEXT aims to function similarly to the kind of professional agency a student may apply to after college. 

“We have a president, department heads, people in charge of our production and we have target audiences,” says Borghese. “We have a head of research so we know what people think and what a brand can offer. We have a robust executive committee, and then everybody just does the work.”

This spread shows how NEXT takes the mission of a client and transforms it into a distinguishable brand. Beyond Pulse asks the question, "how does a coach get the most out of each athlete?" using technology to track an athlete's physical performance while training and playing. NEXT provides the answer with dynamic visuals and text. 

Borghese’s own insight into the agency world is one of the reasons he is passionate about the work NEXT executes. 

“I was a hiring executive, and unfortunately for students coming out of school, we were looking for great work and experience,” says Borghese. “It’s hard to have experience if all you’ve had is one internship. But the students that work at NEXT get to tell agencies that they’ve worked for a real agency with real clients, real deadlines, real budgets and with real success or failure on the line.”

Presently, members are in the brainstorming step of the process. Students learn to effectively collaborate with their peers and take initiative. Senior Bridley Wilkinson, who is studying strategic communication in journalism, shares some of her biggest takeaways so far.

“I’ve definitely learned a lot about what I want to do after graduation, such as working with clients, being an account coordinator,” says Wilkinson. “I manage a lot of contact with the clients so I'm reaching out to them and setting meeting times. I’ve also learned about different dynamics between groups because this is my second semester here.” 

Senior Aiden Kingery, who is studying visual communication, encourages students to get involved at NEXT sooner rather than later.

“The collaborative skills are valuable. I get to work with a team and lead a team,” Kingery says. “I say this is the most valuable resource on campus if you’re looking to do advertising because you’re getting to do the work, make connections and it’s something you can put on your resume today.” 

Inspired to join? 

Here's how to get started in NEXT:

• Talk to your academic advisor about registering for JOUR 3924 (undergraduate) or JOUR 4930 (graduates) via course offerings. Independent study credit is also available. 
• Contact Chuck Borghese to get involved outside of a traditional class block.