The 2024 Advertising Capstone Challenge (ACC) is officially underway, offering a career-defining opportunity to final year advertising and marketing students across Australia and New Zealand. TBWA\Melbourne – The Disruption Company® and NAB are taking on the role of year’s industry partners.

Launched in 2016, the Advertising Capstone Challenge was designed to help bridge the gap between academic learning and professional practice, ensuring students have a competitive edge upon graduation. The program equips the next generation of talent with practical experience, industry connections and the skills necessary to thrive in their future careers.

For this year’s challenge, participants will be tasked with solving real business problems presented by NAB. The brief will require students to tackle the set task by developing innovative and strategic advertising campaigns.

Finalists will have the exciting opportunity to present their campaign ideas to a panel of judges from TBWA\Melbourne and NAB. The winning team will be awarded sought-after mentorships with the agency, shadowing leaders across each of the four departments; strategy, creative, business management and production.

Tom Dobson, acting chief marketing officer at NAB, said: “We know that behind any strong brand is strong talentThat’s why developing emerging industry peers is important to us, and why NAB is stepping in to help with practical experience and industry connections through this program. We look forward to learning from students and exploring fresh ideas that can help a brand like NAB.”

This year, participants will address real business challenges posed by NAB, developing innovative and strategic advertising campaigns in response. Finalists will present their ideas to a panel of judges from TBWA\Melbourne and NAB.

The winning team will receive mentorship from the agency and shadow leaders across its different departments.

Sarah Tukua, client partner at TBWA\Melbourne, said: “A career in advertising is incredibly rewarding. We are absolutely delighted at TBWA to be supporting this year’s Capstone Challenge, along with our wonderful client partners at NAB, to build a future generation of industry professionals.” 

The student briefing will begin online on Monday 5 August with shortlisted teams pitching their campaigns to TBWA and NAB in October.

“We’re very excited to be working with both NAB and TBWA for this year’s Capstone Challenge. Truly great brands helping foster the next generation of graduates, the next disruptors,” added Swinburne Lecturer, David Reid.

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