Cadency, Clemson’s student-led brand agency, takes an industry trip to Chicago

Cadency, Clemson's student-led brand agency in the Wilbur O. and Ann Powers College of Business, recently went on a two-day industry trip to Chicago, where students visited six different companies within a short time span. Jackie Herr, lecturer for the Erwin Center of Brand Communications, said she intentionally organized this trip so students could gain first-hand experience into what it might be like to travel for business meetings.

When students arrived in Chicago at 7:30 am, they got off their flight, grabbed their carry-ons and rushed to their first meeting. The business trip was jam-packed with exciting opportunities to learn and engage with industry professionals, including companies like Kraft/Heinz, Publicis/Leo Burnett, Chicago Fire FC, Abelson Taylor, Highdive and Whirlpool.

One of the best things about Cadency is the ability to provide students with opportunities to travel and experience the business world as a professional," Herr explains. "This trip was insightful for students because we were able to visit some amazing companies and also show them what it's like to travel for back-to-back meetings with a quick turnaround.

Jackie Herr, lecturer for the erwin center of brand communications

At Kraft/Heinz, students gained insight into how their in-house agency capitalizes on the momentum of social trends and how to best engage an audience. From there, the group traveled to Publicis, one of the largest advertising holding groups. At Publicis, students learned the history of the company and Publicis/Leo Burnett, as well as their company culture and creative process, and were able to ask questions about specific campaigns and the company. The first day wrapped up with a visit to Chicago Fire FC, where Max Knipstein '23, former Cadency Creative Director of Digital Media, talked with current Clemson students about his role and what it's like to work in the sports industry.

The second day began with a visit to Abelson Taylor, one of the country's largest privately helf health and wellness agencies. There, students participated in a panel discussion and learned about the distinct roles within the organization while also asking the panelists questions about the creative process in healthcare. The next stop was Highdive, where the group met up with Delany O'Tuel '23, Assistant Account Executive at Highdive and former Lead Account Manager in Cadency. While at Highdive, students learned more about the company and how they produced over 20 Super Bowl spots. The panel discussion included an art director, copywriter, strategist and creative services manager.

While in Chicago, students met with industry professionals across various fields that helped connect what they've learned in the classroom to future career opportunities.

After their last meeting, students immediately traveled to the airport and boarded their flights back to South Carolina.

Trace Burgess, senior marketing major, has traveled to Atlanta, the Pacific Northwest and now Chicago with Cadency. Throughout his time in the program, each trip has taught him something unique. "This trip to Chicago was an opportunity to see such a diverse range of companies. We got to see how different advertising works in both in-house teams and agencies and all the unique ways advertising can come to life in different settings. It was truly an eye-opening experience."

About Cadency

In 2020, The Erwin Center for Brand Communications launched Cadency, an interdisciplinary student-led brand agency. Cadency is the opportunity for students of all majors to gain real-world branding experience before graduating. Companies and organizations can inquire about becoming clients, and the students, with guidance from faculty members, help meet client needs through insights and concept development. Cadency also offers opportunities for students to learn from industry and business leaders with past trips to Atlanta, New York, Chicago and the Pacific Northwest.

To connect and learn more about Cadency, visit their Instagram or their website.

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