Frauke Hachtmann, advertising and public relations professor, will spend two weeks in New York City this summer with the nation’s fourth-largest advertising agency, JWT.
The Advertising Educational Foundation sponsors a limited number of college faculty for two-week fellowship at professional ad agencies.
Hachtmann will bring what she learns from Madison Avenue this summer to the classroom when she returns this fall.
Hachtmann is an associate professor and graduate program chair in the College of Journalism and Mass Communications at the University of Nebraska-Lincoln. She teaches media strategy, advertising and public relations campaigns, global advertising, international media, advertising and public relations research and promotional writing.
AEF’s core mission is to enrich the understanding of advertising and its role in culture, society and the economy by bringing the industry and academia together in various settings. Hachtmann is one of 18 professors to be placed with advertising agencies in New York City, Chicago, Atlanta, Seattle and Los Angeles. AEF received 78 applications for this year’s Visiting Professor Program from June 18 to 29.
The first two days will be spent in orientation where Hachtmann and nine other professors will attend presentations on various aspects of the industry with leading agencies in New York, including Deutsch, Inc., Ogilvy & Mather and R/GA, as well as Google. Starting on Wednesday through the following week Hachtmann will work at JWT: first with an account team where she will work on several projects, then with JWT Intelligence, the research arm of JWT’s global research network.
As part of the program Hachtmann will give a “Lunchtime Lecture” that offers a glimpse into the world of students – what they bring to the table, who they are and the challenges they are facing in today’s global world.
Hachtmann said, “I am really excited about being placed with JWT because I’ve done historical research on the work of JWT in Germany during the Cold War and its influence on building a democracy and free market economy after World War II.”
Her research from the Duke University archives, which is written in German, can be found in the 2009 AEF journal “Advertising & Society Review, 10(2)” Other recent publications include a book chapter in the International Handbook of Research about international advertising pedagogy, as well as articles in the Journal of Advertising Education and the Journal of General Education. She has presented papers to the American Academy of Advertising, International Communication Association, the Western Decision Sciences Institute and the Association for Education in Journalism and Mass Communication. In addition, she is head of the AEJMC advertising division, which is also trying to bridge the gap between academia and the industry.
Hachtmann made global connections with UNL alumni during a short-term study abroad trip to Japan this summer: Caleb Jensen, creative director of Wieden+Kennedy, Tokyo ; and Tomoka Aono, digital media planner at Dentsu.
JWT is the world’s best-known marketing communications brand. In 2009, Advertising Age named JWT global agency of the year.
It is a true global network with more than 200 offices in more than 90 countries, employing nearly 10,000 marketing professionals.
JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge – from producing the first-ever TV commercial in 1939 to developing today’s award-winning branded content for brands such as Bloomberg, HSBC, Johnson & Johnson, Macy’s, Kraft, Kimberly Clark and Jet Blue. JWT’s parent company is WPP (NASDAQ: WPPGY)