Missouri School of Journalism strategic communication students find their New York winter wonderland
University of Missouri VML interns present to their client, OREO, during the J-School Global Programs New York Experience.
By Jack Toal
Mizzou Journalism students spent winter break gaining hands-on agency experience through a two-week professional program hosted by global agencies VML and Weber Shandwick in New York City. The program placed 30 students directly inside agency offices, where they worked in teams to develop full-scale campaigns for real clients under tight timelines.
At VML, three student teams worked on a new business pitch for Oreo Thins. Weber Shandwick hosted two teams focused on the agency’s newly acquired GoGo squeeZ Active account, giving students early exposure to a live client relationship. Across both agencies, students spent 10 days working in-office, collaborating with peers and agency professionals. On the final day, each client selected one of the competing student teams as the winner.
In addition to client work, VML and Weber Shandwick hosted panels and networking sessions designed to introduce students to agency culture, career paths and professional development.
“VML’s global CEO John Cook came to speak with us and we were able to ask him questions directly,” said senior Sophie Van Dyne. “They also hosted a panel of younger professionals who talked about what their roles look like and what life at VML is really like. Everyone was so willing to talk and help.”
At Weber Shandwick, the learning sessions ncluded presentations from New York Consuemr Brand Practice Lead Jackie Cox Battles and Executive Creative Director Chris Kooluris.
Students also had access to informal mentorship and one-on-one conversations throughout the program. Heidi Vial, an account manager on the winning VML team, said those opportunities made the experience especially valuable.
“The mentors would be there often, but if you wanted to get further insight from the mentors or network with them, then you could, on your own time, go and chat with them, which was really helpful,” Vial said.
The students also received instruction and support before and during their experience from Missouri School of Journalism program co-directors Reuben Stern and Sandy Kornberg.
Through the fast-paced agency environment, students sharpened a range of professional skills, including collaboration, presenting and strategic thinking. Van Dyne said the program helped her overcome nerves around public speaking by repeatedly presenting without a script.
“Definitely my presenting skills,” Van Dyne said. “We practiced over and over, and it became about being confident and trusting what we prepared.”
Students were pushed to rely heavily on research and collaboration. Senior Elle Decker said working with a brand-new client was a unique experience that strengthened her ability to stay focused on client goals.
“What was kind of interesting about that is Weber had just taken on our client, Go Go squeeZ Active. We were kind of the first internal team to touch it, which was pretty interesting,” Decker said. “We went through dozens of concepts before landing on the strongest ones. We had to stay organized, lean on each other and really understand the ‘why’ behind every decision.”
Outside the office, students formed lasting memories while experiencing New York City together. Van Dyne recalled celebrating New Year’s Eve in Times Square with fellow participants, while others highlighted the uniqueness of working inside the agency offices.
“The craziest part of the trip was working in the World Trade Center,” Vial said. “Even something as simple as riding the elevator up is something I’ll never forget.”
The Winter Break program provided students with an immersive introduction to agency life, combining real client work, professional mentorship and unforgettable experiences in one of the world’s leading media markets.
Updated: February 4, 2026