Whitman School Shows Its Commitment to Entrepreneurship by Hiring Student-Run POV Digital Marketing Agency

If you’ve noticed some additional content on the Whitman School of Management’s social media platforms lately, it’s likely the work of POV Brand Management, a student-run digital marketing agency working with the school’s marketing and communications department this semester.

From left are the following: Whitney Krayer, Phoebe Gullingsrud and Fiona Connolly.

“Fostering emerging entrepreneurs and supporting their ideas are at the heart of the Whitman School. And, what better way to promote our commitment to entrepreneurship than to hire some of our own?” says Executive Dean J. Michael Haynie, who also is vice chancellor for strategic initiatives and innovation for the University and a faculty member in Whitman’s Department of Entrepreneurship and Emerging Enterprises (EEE). “We identified a need in our efforts to market to Gen Z and filled that need this semester by hiring POV, a digital marketing agency founded by a Whitman/Newhouse student and run by other students across the University. It’s been a terrific partnership that has benefitted both Whitman and POV.”

POV was created by Phoebe Gullingsrud ’24, the firm’s CEO. Her entrepreneurial talents date back to high school, but once she started her first year as a dual major in the Whitman School and the Newhouse School of Public Communications, her brain was racing with ideas on how her courses in business and communications could help her establish a real business. At the time, the pandemic was in full force, but Gullingsrud understood that companies were struggling, and there was an urgent need to adapt to online business. Knowing she couldn’t do it all herself, she brought on others with diverse skillsets, and by Gullingsrud’s sophomore year POV Marketing Consultancy was launched.

Gullingsrud continued to run POV, even while studying abroad in Barcelona in spring 2023. Upon her return, she thought about getting an internship but quickly realized what she really should be doing was building out her own company.

Isabelle Kelly: Bridging Healthcare, Innovation and Communication

Isabelle Kelly, a talented dual degree student at Syracuse University, is making her mark as a 2024 Weiss Center Ambassador. With a passion for public relations, finance and healthcare, Isabelle is poised to become a trailblazer in the ever-evolving landscape where these fields intersect.

Isabelle Kelly headshot

A Dynamic Duo: PR Prowess and Finance Finesse

As a Newhouse student, Isabelle is honing her skills in strategic communication, media relations and campaign management through her public relations major. Simultaneously, she is studying finance at the Martin J. Whitman School of Management, gaining expertise in financial analysis, investment strategies and business operations. This unique combination of disciplines equips Isabelle with a well-rounded understanding of both communication and financial realms.

Born to Make a Difference

Isabelle’s passion for healthcare runs deep, as she was born into a family of medical professionals. With a physician father and sisters pursuing careers as physician assistants, Isabelle recognized the vital role of healthcare accessibility and communication from a young age. When the opportunity to become a 2024 Weiss Center Ambassador arose, she saw it as a perfect alignment of her passions and aspirations.

Fresh Perspective and Engaging Strategies

As the youngest of six children, Isabelle brings a fresh perspective to her role as an ambassador. Focusing on promoting the Weiss Center to the Newhouse community, she envisions utilizing social media and word-of-mouth campaigns to keep people informed. Isabelle believes that engaging events and workshops can attract students from various disciplines, sparking conversations about the intersection of technology, healthcare and communication.

Growth and Skill Development

As a brand ambassador, Isabelle hopes to gain valuable insights into the industry and sharpen her skills in campaign and event planning. She values the opportunity to learn from experts and receive constructive feedback to enhance her abilities further, setting the stage for a successful career in the dynamic world of healthcare communication.

Mastering the Juggling Act: Prioritizing Passions and Responsibilities

Despite her busy schedule as a dual major student, Isabelle maintains balance through meticulous organization and prioritization. She acknowledges the challenges of juggling academic and extracurricular responsibilities but emphasizes the importance of finding time for personal interests and relationships. To relieve stress, Isabelle immerses herself in her passion for geography, finding curiosity in the world’s diversity and intricacies.

Grounded in Values

As Isabelle navigates her journey as the Weiss Center Ambassador, she remains grounded in her personal values and commitments. She strives to find harmony between her academic pursuits, professional aspirations and personal well-being. With her resilience, creativity and dedication, Isabelle exemplifies the qualities of a rising star in the world of healthcare communication.

Isabelle Kelly’s journey is one of passion, innovation and the desire to make a difference. As she continues to bridge the gaps between healthcare, innovation and communication, there is no doubt that she will leave a lasting impact on the industry and the lives she touches along the way.

Meet Emma Johnson

Emma is a talented and driven Newhouse student who is making waves as a 2024 Weiss Center Ambassador. With her passion for advertising, marketing and public relations, Emma is poised to become a rising star in the dynamic world of communications.

Emma Johnson sitting on a flight of stairs

A Double Threat: Advertising Major and Marketing Minor

As a student in the S.I. Newhouse School of Public Communications, Emma is pursuing a major in advertising. Through her coursework, she is mastering the art of persuasive communication, creative strategy and brand management. But Emma doesn’t stop there – she has also chosen to complement her advertising major with a minor in marketing from the Martin J. Whitman School of Management. This powerful combination allows Emma to explore the fundamental principles of marketing strategy, consumer behavior and market analysis, providing her with a comprehensive understanding of both the creative and analytical aspects of the field.

Stepping Out of Her Comfort Zone

As a 2024 Weiss Center Ambassador, Emma is driven by her curiosity to explore the dynamic relationship between healthcare and advertising. She sees this opportunity as a chance to step out of her comfort zone and embrace new challenges. Emma’s goal is not just to spread awareness about the Weiss Center, but to foster meaningful connections and spark engaging conversations within the Newhouse community.

Engaging the Next Generation

Emma understands the power of social media in reaching and engaging younger audiences. By leveraging platforms like Twitter, Instagram and LinkedIn, she aims to raise awareness about the Weiss Center’s initiatives among her peers. Emma’s creative ideas, such as a “day in the life” series or Instagram takeovers, showcase her experiences as a college student and make the Weiss Center more relatable and accessible to her fellow students.

Creativity and Engagement

Drawing from her experience in student organizations like TNH, Emma knows how to create captivating content that drives engagement. Whether it’s producing compelling videos or tapping into the latest TikTok trends, Emma has a knack for capturing her audience’s attention. Her passion for creativity extends beyond academics, as she finds inspiration in her family, music and philanthropic endeavors.

Balancing Act

Balancing a busy schedule is no easy feat, but Emma thrives on organization and prioritization. With meticulous planning and effective time management, she successfully juggles her responsibilities while still making time for regular exercise and self-care to recharge and stay focused.

Resilience in the Face of Challenges

Like any journey, Emma has faced her fair share of challenges. From managing client expectations to handling unexpected setbacks, Emma’s resilience shines through in times of adversity. Through problem-solving and teamwork, she navigates challenges with grace and determination.

A Beacon of Positivity and Professionalism

At her core, Emma values kindness, optimism and a commitment to excellence. Whether collaborating with colleagues or interacting with clients, Emma brings positivity and professionalism to every endeavor. Her unique blend of creativity and compassion sets her apart, making her an invaluable asset to the Weiss Center and the Newhouse community. As Emma continues her journey at Syracuse University and beyond, there is no doubt that she will make a lasting impact in the world of communications. With her talent, drive and infectious positivity, Emma Johnson is a rising star to watch.

Newhouse Creative Advertising Students Win Big at ADDY AAF Awards in Rochester

On Feb. 29, Newhouse School creative advertising students swept the ADDY American Advertising Federation (AAF) Awards in Rochester, New York, remarkably winning 12 out of 14 student awards.

After the competition announced the winners of each category, the Newhouse students eagerly ran up onto the ADDY stage to collect their trophies and scholarship awards for their submitted campaigns which showed their creativity and skill. They smiled proudly with their accolades and checks in hand. 

6 people stand on a stage and hold trophies and large checks
L-R: Jenna Byers, Sophia Donio, Tori Aragi, Greta Hartwyk, Juliette Keller and Brooke Hirsch all smile while holding their trophies and checks.

The winning students collected a total of four Gold awards, four Silver awards and three Student Scholarship awards, each valued at $500, $750 and $1,250, respectively. Two students also won the esteemed Mosaic Award, which is only given to a campaign that promotes systemic change through equity and inclusion.  

The outstanding achievements display the dedication and expertise fostered in the Advertising Creative Portfolio II and III courses taught by Mel White, a professor of practice, and Portfolio II course taught by Kevin O’Neill, also a professor of practice. Winning students created their campaigns throughout their time in these courses. 

To create these campaigns, students implemented AI, Snapchat, X (formerly known as Twitter), apps, NFTs, experiential, outdoor, print and product design to communicate their big ideas for the brands. 

“I’m impressed with the level of dedication these students have,” White said. “They continuously developed sophisticated ideas that solved problems, and as a result they created such innovative work.” 

The student winners will be entered into the ADDY AAF District which is the next level of the student competition. Then, the district winners will be entered into the final level: the ADDY AAF National Student Competition. 

Award winners: 

Jaden Wilson is a graduate student in the magazine, news, and digital journalism program at the Newhouse school. 

“The Marketer’s (Early) Guide to AI”: AI is Here to Help, But Not Take Over Our Jobs

With artificial intelligence rising and rapidly changing the communications industry as we know it, it is imperative that we keep up with the latest developments surrounding the technology. The Weiss Center hosted an exclusive group of Newhouse students for a livestream of Marketing Brew’s “The Marketer’s (Early) Guide to AI.” This experience served as a lucrative learning opportunity for us as young professionals to hear from prestigious industry experts about how they’re applying AI in marketing and technology.

Marketing Brew hosted a series of executives to discuss how AI has impacted their companies and day-to-day operations. Topics varied from the relationship between chatbots and employees, how AI can impact storytelling and how to leverage AI to maximize the customer experience.

The five key takeaways from the sessions were:

AI technologies can work in conjunction with human labor to optimize efficiency.

The industry mentality shifted from being fearful to embracing AI.

AI is helping to ease the consumer customer service experience.

AI can be trained to effectively tell a brand’s story.

Companies have been using AI longer than you think. 

Marketing Brew’s livestream event opened a world of new possibilities in technology happening right before our eyes. AI technology is rapidly changing industry practices every day, and it is imperative that we absorb as much information as possible before we enter the workforce. Attending this livestream event not only taught us about how AI is being used in practice right now, but it also helped us understand how we can utilize AI in our future careers.

Beth Egan is an associate professor and director of the master’s in advertising program at the Newhouse School.  

Newhouse Advertising Students Take on Real-World Challenge with Tarte Cosmetics Collaboration

In an initiative blending academia and industry, senior advertising students from the Newhouse School worked with innovative New York-based Tarte Cosmetics for a semester-long project to develop comprehensive advertising campaigns.

The collaboration with Tarte represented the latest example of hands-on learning for advertising students at Newhouse, which provides opportunities to work with real-world clients each semester.

a group of people stand together in front of a large tv screen in an office
Newhouse students in the Tarte Cosmetics office with Candace Craig Bulishak (third from left) and Donna Kirkland (fourth from left). “It’s the difference between learning to swim through theory and actually diving into the water,” said Bryce Whitwam of the collaboration.

The partnership kicked off with a detailed brief provided to students at the start of the Advertising 523: Digital Brand and Strategy course and culminated with a semester-ending trip to New York City, where they presented their creative strategies to Tarte’s senior management and marketing teams.

Candace Craig Bulishak, president of Tarte Cosmetics and a Newhouse alumna, welcomed the initiative.

“As a Newhouse graduate, I am excited to see new communicators stepping into the industry with such vigor and creativity. Hosting these bright minds at Tarte’s headquarters was a full-circle moment for me,” Bulishak said.

The partnership began with an in-depth campaign brief provided to the students, which set the stage for the final presentations.

“At Tarte we believe in nurturing fresh talent and innovative ideas,” said Donna Kirkland, vice president of global marketing. “The collaboration with the Newhouse students infuses our brand with renewed energy and fresh perspectives.”

Students spent the semester blending consumer research and target audience insights to develop refreshing digital marketing ideas designed to increase Tarte’s brand awareness and sales conversion. The students then presented the meticulously crafted hour-long pitch proposal. 

“This partnership was more than a project, it was a transformative journey for my students,” said Bryce Whitwam, instructor of record and a second-year Newhouse Ph.D. student. “It’s the difference between learning to swim through theory and actually diving into the water.”

The collaboration bridges academic learning with practical industry engagement, reinforcing Tarte’s commitment to educational development and the Newhouse School’s dedication to experiential learning.

Bryce Whitwam is an instructor of record and a second-year Ph.D. student at the Newhouse School

How Our Personal Data Footprint Can Be a Tool for Good 

While the volume of personal data collected on consumers can worry some people, data sharing can be used for good, too, said Beth Egan, an associate professor and director of the master’s in advertising program at the Newhouse School.  

Beth Egan during her Tedx Talk.

Egan delivered a Tedx Talk on the topic in which she outlined some of the many ways that data sharing has a positive impact on our lives. Egan sought to ease the audience’s fears about some of the misconceptions of the use of data. 

Below,  she offers three reasons behind the usefulness of personal data and its impact on everyday life. To learn more, you can also watch her Tedx Talk.  

Hey Siri …  

Every day, we make choices to balance personalization and privacy. It is possible not to share information through “ask app not to track” options on our smartphones, and by turning off ad tracking, voice recognition and location functionalities. We can also choose to use incognito windows to make web browsing private.  

The trade-off is you won’t be able to do things like ask artificial intelligence assistants like Siri or Alexa or get directions through apps like Waze or Google Maps. The ability to know something about you is what makes much of the internet work.   

Supporting Publishers and Small Businesses 

Tim Berners-Lee, the creator of the World Wide Web, had a vision to create a forum where all people had access to the best information at any time. In order to keep the internet free and accessible to all people, publishers turned to advertisers to support their content, just like they have done in virtually every other medium until that time.  

Advertising ensures that you don’t have to pay a subscription fee to access content. And recent research from the Data Catalyst Institute demonstrates how digital advertising is their lifeline. (Egan was a co-author on the report.) The ability to reach niche audiences in specific geographic areas is what sustains them.  

Free and Open Access to Information 

If you believe that the cornerstone of a functioning democracy is free and open access to information, then consider what you’re giving up when opting out of sharing your data. According to Pew Research, the majority of people around the world believe that income inequality is a major problem. We need to be mindful of not creating attention inequality. Attention inequity will be the direct result of internet business models moving to subscription-only models.  

Newhouse Advertising Senior Phoebe Gullingsrud Launches Digital Marketing Agency

Not even halfway through her senior year, and Phoebe Gullingsrud has her career plans in place after she earns her advertising degree from the Newhouse School.  

Gullingsrud launched POV Brand Management this fall, what she describes as an innovative digital marketing agency that specializes in the Gen Z audience. A dual major in entrepreneurship and emerging enterprises at the Whitman School of Management, Gullingsrud is the agency’s founder and CEO. 

a girl stands against a white background
Phoebe Gullingsrud

She has big ideas. POV offers multiple services to clients including social media management, strategic advising, content shoots, paid-ads and email marketing. 

“POV” stands for “point of view,” and the agency has already had clients in the tourism, hospitality and health and wellness fields.  

“The basis of what we do is help brands think of the message they want to send from the point of view of consumers to elevate impact,” Gullingsrud said. “The phrase ‘point of view’ has been a guiding principle of how we do our work.”

Gullingsrud said she was inspired in high school after joining DECA. In its mission statement, the international business organization states that it “prepares emerging leaders and entrepreneurs for careers in marketing, finance, hospitality and management in high schools and colleges around the globe.” 

“I experienced an ‘aha!’ moment when I was able to uncover a business problem and strategically solve it utilizing an innovative approach to marketing through digital,” she said. 

“Fast forward to my freshman year at Syracuse University, I was sitting in my business and communications classes and my brain was racing with ideas on how my learning could be applied to help real businesses.” 

L-R: Whitney Krayer, Phoebe Gullingsrud and Fiona Connolly.

Gullingsrud initially started an agency called POV Marketing Co., which was in business from May 2021 to September 2023. The agency was relaunched Oct. 1, 2023 as POV Brand Management. The decision to relaunch the business stemmed from a desire to apply the knowledge and experience the team had accumulated at POV Marketing Co. to elevate the business from a side project to a sustainable venture that would ultimately lead them into their post-grad life.  

The POV team also consists of chief creative officer Fiona Connolly, chief strategic implementation officer Whitney Krayer and director of public relations Heather McClure, who are all Syracuse University students. Other members—who found the agency through referrals or LinkedIn—are chief financial and operations officer Lauren Diaz (Boston College); chief strategy officer Melissa Garcia (University of Rhode Island); and integrated marketing specialist Sona Cyriac (University of Wisconsin-Madison).  

“The team is the biggest asset I’ve built,” Gullingsrud said. “Having such a strong group of women who have the same vision of the potential of the business makes me feel really inspired for what our future might hold.” 

They also hope to work with more brands focused on Generation Z, or those born from around 1997 to 2012.  

“[The POV team] are all a part of Gen Z which, unlike most traditional marketing agencies, allows us to lead with cutting-edge digitally driven strategies,” Gullingsrud said.

“We understand the digital scope because we are a team of digital natives, and we can bridge traditional business objectives to digital strategies.” 

“The team is the biggest asset I’ve built,” Gullingsrud said. “Having such a strong group of women who have the same vision of the potential of the business makes me feel really inspired for what our future might hold.”

She is setting an example for other entrepreneurial-minded students. The agency recently launched the podcast “POV: You’re Trending,” in which they share insights and advice for entrepreneurial-minded and digitally savvy listeners looking to use digital to pursue nontraditional careers. 

The team plans to devote their full-time careers to the agency after graduating-working remotely for now until a physical headquarters is established-and look forward to using their curiosity, innovative strategies and digital marketing skills to continue growing their client base. 

“After doing this business for two years in college, I realized that a lot of my generation doesn’t want to follow the conventional post-college career path of working a 9-5 in the corporate world,” Gullingsrud said. “A lot of people are more entrepreneurial and want to have more of a piece in the puzzle.”

Julia Sassoon is a senior public relations major at the Newhouse School.

Remembrance Scholar Alumni Vignette: Leo Wong ’14

This year will mark the 35th anniversary of the bombing of Pan Am Flight 103 over Lockerbie, Scotland. The bombing on Dec. 21, 1998, claimed the lives of 259 people on the plane, including students returning from a semester of study abroad through Syracuse University, and 11 people on the ground in Lockerbie.

Leo Wong Remembrance Scholar vignette image

The Remembrance Scholar and Lockerbie Scholars programs were established one year later. Since that time, the University has awarded 1,190 Remembrance Scholarships to Syracuse University students and welcomed 68 students from Lockerbie to Syracuse for a year as Lockerbie Scholars. Now, in this community and throughout the world, they act forward on behalf of all the promising lives lost too soon.

Now until the anniversary on Dec. 21, we will feature some of the alumni who were named Remembrance or Lockerbie Scholars over the past 34 years, to learn how they are impacted by their Remembrance experience and how they continue to live the Remembrance mission to “Look Back. Act Forward.”

The first vignette features Leo Wong ’14, a native of San Gabriel, California, and current resident of Las Vegas, Nevada. Wong earned a bachelor’s degree in advertising from the S.I. Newhouse School of Public Communications and was a Remembrance Scholar during the 2013-14 academic year.

Student Spotlight: Caitlin Espiritu

Caitlin Espiritu is a junior advertising major and Renée Crown University Honors Program student. She’s also pursuing a minor in design studies at the School of Design and is part of the Fashion and Beauty Communications Milestone at Newhouse.

Caitlin describes herself as a “passionate creative” who loves to learn about different cultures and perspectives. She expresses her creativity through many channels, whether it’s storyboarding an advertising commercial idea, painting a mural, choreographing a dance, or designing a logo, campaign ad or makeup mood boards. Her sister Samantha Espiritu joined her at Newhouse in the Fall 2023 semester as a first-year student majoring in magazine, news and digital journalism

a girl walks up steps
Photo by Leigh Vo

Learn more about Caitlin’s journey at the Newhouse School.  

Why did you choose Newhouse?  

Because of the opportunities, networks and resources that I constantly heard about. My mom graduated Syracuse University in the class of 1988, and she always told me about Newhouse’s prestige ever since I was diving into the college application process.  

It wasn’t until I took the courses that I understood all that Newhouse has to offer. All of my Newhouse professors have opened doors for me; many of them have had executive experience in the industry or are still in the industry. I feel comfortable and confident that I can reach out to any previous professors and communicate with them. 

What has been your favorite course so far? 

My favorite course has been ADV 526: Fashion Advertising and Promotion taught by Professor Diane Mills. In this course, we explored beauty and fashion brand communications in the global marketplace. We talked about what trends, ads or media platforms work for brands and which ones could use improvements. Although this class was virtual, we had a wonderful amount of collaboration; each group picked a fashion brand to dive deep into and shared their insights with the rest of the class.  

We learned not only about Western priorities/media but Eastern priorities as well. I loved how our assignments and presentations were projects that we would present to senior management in the real-world industry. The fashion/beauty industry is where I want to make an impact after graduation, so this class was significant and very memorable for me. 

Why did you decide to major in advertising? 

I have the privilege of getting to say that I love what I study. Advertising has opened my creative mind to a whole new level. I feel like I get to mend all of the creative aspects in my life and bring them to the classroom. I chose the creative concentration within my major and am also in the Fashion and Beauty Communications Milestone. I am so grateful I am able to tailor my passions into my studies. In my advertising classes so far, I have studied and generated creative briefs in group settings, and used market research  databases like Simmons Insights and Mintel. The collaborative work we do in classes allow us to bounce ideas off of each other and learn new ways of thinking.  

I really think that what we learn in class sets us up to be prepared for after graduation; for a group project, we had to present our new creative executions to the class for our semester brand, which was Mercedes-Benz. We even went to the dealership and spoke with a salesperson to gain insights from the brand perspective.  

two girls sit on a bench and laugh
Caitlin and her sister Samantha, an MND major at Newhouse. (Photo by Leigh Vo)

What extracurricular activities are you involved in?

I am a graphic designer for Outlaws Dance Troupe, the first and only hip-hop team on campus. Dance is one of my greatest passions so having practices multiple times a week really helps me get in the groove of balancing hobbies and work.  

I am on the makeup/hair committee of the Fashion and Design Society (FADS), where we have a runway show every semester along with photoshoots. I was also a part of TNH Ad Agency where I was account manager for one of the greenhouse groups. Our client last semester was Heritage Cafe, a local business! I am a member of Camp Kesem, at Syracuse University. At Camp Kesem, we provide free summer camp and year-round support for children impacted by a caregiver’s cancer.  

What’s a piece of advice you can offer a first-year Newhouse student?  

Stay curious and balanced. Opportunities will certainly be coming your way, whether that be at the media fair, extracurriculars you come across or networking opportunities from your professors, teaching assistants and peers. Keep your mind open to all of the things around you- you might be surprised with what you uncover. Stay in touch with the things that drive and excite you-your passions and hobbies are important and will balance the work you do. 

This is an updated profile about Caitlin Espiritu.