Ogilvy.123+Partnership

Friday, 5 February was a day of celebration for the MS123 Future Marketer's Program. For the past five months, 15 of our 6th graders have been participating in the Ogilvy Advertising training program where they have developed two marketing concepts that they propose will boost the sales of Kool Aid in the "tween" community (children 8 - 12). This is the seventh year that we have been a part of the Ogilvy partnership under the umbrella of PENCIL, a citywide organization that puts together businesses and schools in a collaborative effort to enrich the learning process. This year the program continues with students learning about surveying their community, identifying specific product needs and developing marketing strategies to reach their peers. Friday, their big day, was the day for the mid-year presentation to the representatives of Kool Aid and Ms. Carla Hendra, the CEO for Ogilvy, NorthAmerica. They were a hit! Two concepts were presented and the next six months will be spent on developing the campaign that was chosen: "Tweens are the Kool Ingredient". In addition to the wonderful learning environment and activities in which the students participate twice a month, all students are paired with an Ogilvy mentor who lunches with them each time they visit. The program is very exciting and the students come away each year with not only marketing skills but a kind of professional /social savvy that only an organization of this type could provide. Please let us know if you have any questions.