UNC students attend advertising boot camp, McKinney-style
Last week, McKinney hosted 30 University of North Carolina undergrads as part of a boot camp designed to give students minoring in entrepreneurship a taste of what it’s like to be immersed in a new city. During the two-week boot camp, students also attended classes at American Underground on the American Tobacco Campus and visited companies and locations like Burt’s Bees, Counter Culture Coffee, and the new Durham Food Hall.
In addition to hearing McKinney Chairman Brad Brinegar give his take on designing a brand experience that exceeds category expectations, the students were shown ways to find, synthesize and present consumer insight with a hands-on introduction to qualitative research during trips to area hotels, galleries, restaurants, and ice cream shops.
“Quantitative data is essential, and we have more of it at our disposal than ever before,” said McKinney Strategy Director Kevin Murray. “But the trap is relying solely on that kind of data — the kind you can look at from the comfort of your desk. It’s more important than ever to get up and out in the world to learn through observation and interaction. Get uncomfortable.”
The boot camp is the first of many opportunities in 2019 where students from all over the Triangle will engage with McKinney leaders as teachers. This month, McKinney Chairman Brad Brinegar and Executive Director of Account Management Lisa Hughes will begin teaching classes at Duke University and UNC, respectively, and other McKinneyites will be lecturing at the highly regarded HBCU North Carolina Central University as well as an Introduction to Advertising class at Duke throughout the spring.