An ad agency run by high schoolers has taken on its first paying client.
The Innovation in Advertising and Media High School’s agency, IAM Advertising, will promote the National Black Programming Consortium’s upcoming PBS documentary series, “DC Met: Life Inside School Reform.”
Series executive producer Jacquie Jones told AdAge that she hoped the kids could create a social media campaign that would get their peers to discuss the problems they see with education.
Plus, “They have a better idea of how to reach their peers than we do,” she said.
They’ve had one brainstorming session with the documentary’s producers, and came up with the idea of a “major stunt,” otherwise undescribed, that the producers love.
The teen-run agency is also partnering with Digitas on the campaign, and fees paid to IAM Advertising will go back to the school.
The IAM High School has about 300 students and graduated its first class this year. Of the 47 graduating students, about a third are planning to pursue advertising careers. This real-world experience will look great on a resume for sure.
By the way, here’s a trailer for the doc: