Inside NGEN: How Initiative’s Ben Breden & Olivia Coxon Turned Their NGEN Award Entry Into A Live Campaign

February 13, 2024 | Share this article

In this monthly column with NGEN, the MFA’s training program for media professionals with less than five years of experience, Ben Breden and Olivia Coxon, communications designer and senior partnerships exec at Initiative, respectively, track their success in bringing to life their NGEN Award entry with the help of 19 media partners and $1.3 million in donated media.

Getting ideas out of your head and into the world is an exciting prospect. But for junior media agency professionals, the day-to-day job has more to do with the functional part of advertising: spec sheets, media plans and contracts. Participating in youth competitions can provide the opportunity to think creatively, but they are typically a theoretical exercise.

That’s why it was so exciting when we got the incredible opportunity to bring our NGEN Award ideas to life.

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