Absolute Communication: The University of Utah’s Student-Run Advertising Agency

“In my first semester, I started with just six students, and we were tasked with creating a logo, a mission statement, and a few other elements. Today, we have a fully student-run advertising agency," says Kevin Bischoff, an Adjunct Associate Professor at the University of Utah. Specializing in Media Writing and Absolute Communication, Kevin played a key role in developing Absolute Communication, an advertising and PR agency entirely managed by students in the Department of Communication. The agency provides students with hands-on experience, working on real-world projects with actual business clients, allowing them to step into their futures with a clear understanding of the communications industry.

When asked about the inspiration behind Absolute Communication, Kevin shares, "While there are many theoretical courses in the department, I wanted to offer something more practical. I thought, why not give students real-world experience working with actual companies here in Utah? The thought for Absolute Communication would be that it gives another layer of expertise to our department."

The course runs for a semester, with offerings in both the Fall and Spring, and is an invaluable opportunity for students to gain practical experience in their future career paths. Throughout the semester, students collaborate as a team on real client projects, and the hope is that they can grow their skills and apply what they’ve learned throughout their time in the department to real-work scenarios.  

Absolute Communication stands out from other courses in the department. "We have our own name and logo, which is rare for most classes. We operate like a real business—an ad agency, just like the ones you’d find downtown," Kevin says. Each semester, the agency works with four real businesses that require PR work, and the students’ final deliverables are often implemented by these companies.

When explaining the client experience, Kevin tells businesses, "You’ve just hired an ad agency. We have 24 employees in the agency, but you’ll be assigned six of them who will work with you throughout the semester. You’ll brief them on your PR needs, and at the end of the semester, you’ll come back to see the work they’ve developed."

Simply put, Absolute Communication offers a unique opportunity that few other schools can match. Kevin emphasizes, "By the end of the semester, students produce professional-quality work, and gain invaluable insight and experience working in teams and applying their skills to the real world of communication."