LSA launches Junior Agency Award

It is the first inter-university competition for marketing communications in Switzerland and gives students from five Swiss universities in-depth insights into the everyday world of the agency industry.

The Junior Agency Award lets students from different disciplines cooperate with 19 Leading Swiss Agencies member agencies, guaranteeing unique experiences and exchange opportunities, according to a statement.

Development of a campaign for Migrolino

During the current spring semester, students are working on the same case provided by LSA agency Publicis Zurich. They have been commissioned to develop a concept for the launch of a new brand for Migrolino. With "gooods", Migrolino is launching another convenience store format. It is to be established at train stations, gas stations and highly frequented inner city locations. The students are to develop ideas on how to market this format, which focuses on fresh and healthy products, via existing channels for the specified target groups.

Fresh approaches are sought

During a kick-off briefing, the case was introduced to the students and there was an opportunity for a Q&A session. The campaign is to take a hyper-local approach and focus on marketing fresh and healthy products. According to Alexandra Vogel, Head of Marketing at Migrolino, the students are not restricted in any way during the implementation and can give free rein to their creativity in order to target the clientele with a needs-oriented message.

The students have already had a chance to read into the case and asked specific questions about foodwaste, the timing of the campaign, and the integration of social media. In the coming weeks, each team will be able to rank and develop their ideas with an assigned agency coach. On June 16, the work will then be presented and awarded prizes at an awards ceremony in front of an expert jury of agency representatives.

Networking of universities into practice

The award is being launched as an elective module at five universities in German-speaking Switzerland with the aim of getting more schools and universities interested in the university competition next year. This promotes the practical relevance of courses such as business administration, marketing or digital business management, according to the LSA. Dealing with the case study promotes the practical application of theoretical knowledge, increases the ability to work in a team and offers the opportunity to give presentations in front of a large audience as well as to establish contacts with potential employers. At the same time, the award serves the participating LSA agencies to recruit young talent and the universities to increase the attractiveness of their training programs.

Promoting young talent for the industry

With projects such as the LSA Junior Agency Award, Young LSA, the dialog and networking platform for young employees from LSA agencies, and the annual LSA Bootcamp, the LSA is committed to positioning LSA agencies as attractive employers. On the other hand, these initiatives are intended to communicate the diversity and attractiveness of the various job profiles as well as training, continuing education and career opportunities in the communications industry for the benefit of young agency professionals.

Participating universities: Bern University of Applied Sciences (BFH), University of Applied Sciences Grisons (FHGR), Lucerne University of Applied Sciences and Arts (HSLU), Bern University of Applied Sciences and Arts (, Zurich University of Applied Sciences (ZHAW)

Participating Agencies: Blueheart, bühler&bühler, Dept, erdmannpeisker, Farner, furrerhugi, Futureworks, GRIP Agency, Havas, in flagranti, Inhalt & Form, Komet, Maxomedia, Merkle, Neustadt, Serviceplan, Webrepublic, Wirz, Wunderman Thompson

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