College of Communication & Information Sciences

Minerva’s Impressive Sweep: Student Creatives Dominate the ADDYs

In the high-stakes world of advertising, a strong portfolio isn’t just a collection of work; it’s key to career opportunities. Since its inception in 2015, Minerva has served as a launchpad for College of Communication and Information Sciences (C&IS) students aiming to earn spots at the industry’s top agencies.

Led by Associate Professor Mark Barry, this opportunity is more than just a course. Minerva is a collaborative hub where students can create materials that allow students to develop a strong professional portfolio while completing either a Bachelor of Arts (BA) or Master of Arts (MA) in Advertising. Minerva pushes students to put in the effort required to produce outstanding work. Along the way, the program also helps them develop a solid base in strategic thinking and problem-solving.

Students can submit work they create in Minerva to various competitions, including the American Advertising Awards (ADDYs) hosted by the Tuscaloosa chapter of the American Advertising Federation. The competition starts locally, and those who win gold automatically advance to the district competition. The ADDYs are one of the biggest and most widely inclusive competitions within the advertising industry, drawing over 25,000 submissions each year. Its purpose is to celebrate and honor outstanding creativity and achievement in advertising.

The recently hosted awards gala was a definitive night for the program, as Minerva students swept the competition by winning 15 of the 17 total student awards. The program achieved a perfect 100%-win rate in several major categories, taking home all five Gold ADDYs, the Mosaic Award, and the prestigious Best of Show. Furthermore, Minerva swept the Judge’s Choice awards 3 for 3, while securing 5 of the 7 Silver ADDYs to round out a near-total takeover of the ceremony.