In many ways, a summer internship at a media or advertising company is a lot like a game show. Participants compete for attention, the love of their watchful audience and the grand prize of a gushing reference and eventual paying job.
At Bartle Bogle Hegarty (BBH), one of two teams participating in this summer’s “Barn” internship program upped that ante dramatically and spectacularly. By presenting the New York staff with the gift of a Segway.
The affixed plaque shown above is made of metal, and will forever be there to answer future BBH questions like, ‘Hey, what was the name of that intern from last summer? I might have a really good fit.’
The 2017 Barn internship ran June 6 to Aug. 4. Bria Cobb recently graduated from the University of South Florida’s Muma College of Business; Eric Stern is studying advertising at the University of Texas at Austin and has one more year; Bryan Allman is a copywriting student at the University of Syracuse; and Michelle Dines is learning art direction at the Fashion Institute of Technology in New York.
Here’s how clever this all was: the gift keys off the BBH mantra ‘When the world zigs, zag;’ the purchase of the Segway and plaque for $800 fit well within the overall project-brief budget of $1,000; and the interns nicknamed the Segway “carrot.” On this final day of the Barn team’s time at BBH, the Segway is in constant use.
“At the end of the day, we accomplished our goals of being remembered,” Cobb tells Fishbowl. “The [Aug. 3] presentation was great. Two rounds of applause and laughs from the judges and the whole agency.”
“Sadly, our creative mentors couldn’t be there–Hugo Bierschenk and Dean Woodhouse–but they guided us along the way. We also had account and strategy mentors in the persons of Chloe Sloofman and Dylan Fauss, and a production mentor, Corinne Porter.”
The Segway was a suprise, presented following yesterday’s 10-minute formal presentation. “Our deck gave a strategic look at why we decided to hyper target BBH/Domani, showcased our primary research of an agency-wide survey to learn more about agency culture, as well as cultural, human and consumer truths,” Cobb explains. “Traditional tools for career advancement like business cards are ineffective, humans struggle to make lasting memories with people outside of their immediate network, creative agencies accelerate forgetfulness due to high turnover of accounts & people).”
Unless one of next year’s BBH Barn teams exclaims “a brand new car!,” this for a while is going to be very tough to beat. Well done, team!