JCT Graduate Wins Marketing “Oscar”

Yair Schrader, a graduate of JCT’s Business and Management Faculty, was awarded the “Oscar” for marketing and media activation at the “Festival of Media Global” held in Rome for “Best Sponsorship Activation”.

The award is considered the “Oscar” for marketing and media activation, in which hundreds of campaigns from around the globe compete annually. His campaign, which was the only Israeli campaign to reach the finals, beat other international brands including, inter alia, Coca-Cola, Google, and Unilever.

Yair received the award for his “New Head Coach” campaign for Head & Shoulders’ branding in Israel. The campaign had a timely release last year with Maccabi Tel Aviv’s basketball team when, following a loss at the semi-finals, the team’s coach was fired. The campaign was launched immediately after his dismissal so that an article about the coach being let go included ads in which the coach’s supposed replacement, NBA’s Teddy Brown, announces what all the players really need is the brand’s shampoo. The campaign also included distribution of hats to fans during the game which indicated whether or not the fans had dandruff.

Yair began working at Head & Shoulders as an intern several years ago after presenting his CV to the company during a job fair organized by JCT’s Placement Department. Upon completing his studies, he was promoted to Brand Manager, a position which he has held for over a year.

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