"As a global firm and a supporter of education, we saw this as a good opportunity," said Charles Mangano, first vice president and director of marketing, Merrill Lynch. "We've given the students a case history of who we are and where we are going, and we are hoping that they will take our initial concept all the way through to storyboard."
The student agencies will present their marketing recommendations to a panel of judges culled from Merrill Lynch, the IAA and Bozell Worldwide. The winner will be announced sometime before June 1997.
Bozell sponsors the competition. Last year the "client" was Bozell client, Chrysler Corp.'s Jeep brand.