Mizzou students gain real-world experience at VML and Weber Shandwick through NY campaign program
VML group photo with Jon Cook, CEO of VML
Every morning for two weeks this January, senior Tess Owens and 14 other Missouri Journalism students rode the subway to the office of international marketing agency VML at the World Trade Center in New York City, while 10 others headed into the Weber Shandwick office in Midtown. Owens and the others participated in panels with VML leaders, worked with the client engagement and new business teams and helped create a campaign for New Balance.
As an art director, Owens used AI video generation software to produce an anthem video for the campaign. Despite initial setbacks, her team’s “back burner” idea became a favorite among the professionals they pitched to.
“It was a hard lesson, but a valuable one,” Owens said. “I walked away with more confidence than I’ve ever had before.”
The hands-on experience is the core feature of the J-School’s NY Campaign program, co-led by New York Program Director Reuben Stern, BJ ’93, MA ’16, and international consultant Sandy Kornberg, BJ ’64, The program offers students a unique opportunity to immerse themselves in agency life, sharpen their skills, boost their confidence and apply classroom knowledge to real-world challenges.
Senior Catherine Crayon appreciated the collaborative aspect of the program. Instead of assigning specific roles, her group worked together on every aspect of the campaign. Crayon, who aspires to a career in account management, found the chance to work at VML an invaluable experience. “Building a campaign from the ground up at a dream agency like VML was incredible,” she said. “It taught me how to lead, think strategically, and grow as a team player.”
Initially launched in 2023 with VML, the program expanded last year to include another global marketing firm, Weber Shandwick, giving students the chance to gain experience at either an advertising or public relations agency.
“The goal was to give Mizzou students real-world experience at an agency in New York,” Stern said. “These agencies have been tremendous partners. They’ve embraced the program and taken the students in as their own.”
At Weber Shandwick, students faced an equally demanding but rewarding experience. Katie Swanson led her team in developing a campaign for Icelandic Provisions, navigating a tight deadline and high expectations.
“We were pushed in ways I’ve never experienced at the School of Journalism,” Swanson said, noting her team’s campaign received praise from Weber Shandwick. “Hearing that they felt they could use our ideas immediately was the best reward.”
Paige Bierman had an equally transformative experience at Weber Shandwick. She managed the group’s workflow, ensuring they met deadlines for a client-ready PR campaign. Bierman participated in every step, from interviews and research to creative development and pitching the final concept.
“This was one of the best growth experiences I’ve ever had,” Bierman said, adding that she gained confidence as a leader and benefited from mentorship across various agency departments. “The mentorship and support were incredible. It gave me the confidence to step up as a leader and opened doors for my future.”
Stern, who worked closely with the students at Weber Shandwick, described the transformation he sees during these internships as remarkable.
“My favorite thing is watching how far the students go in such a short time,” he said. “Many come in with little professional experience, but by the time they deliver their final presentations, they’re completely different. It’s incredible to watch them gain confidence and grow.”
Stern and Kornberg, alongside agency professionals, played a key role in the students’ success, coaching them on team dynamics, guiding their strategy and research, and helping polish their ideas every step of the way.
The experience provided not only professional growth but also a strong sense of community and mentorship. From a casual Q&A session with VML global CEO Jon Cook, BJ ’93, to brainstorming with Weber Shandwick strategists and team members, including SVP Sherman Fabes, BJ ‘13, the students were surrounded by supportive professionals eager to share advice. Owens, Crayon, Swanson and Bierman all agree that this program was a defining moment in their college journeys, preparing them for the real world and equipping them with the knowledge, skills and connections they’ll carry into the next chapter of their careers.
For more information on the NYCampaign Program, click here.
Updated: February 28, 2025