By Lauren McGowan, Mars United Commerce
A talented group of 9 current and recently graduated college students joined Mars United℠ Commerce’s annual internship program this summer to hone their skills while getting their first taste of life at a marketing agency. With the interns reporting from Chicago and New York, this year’s program was in person to make sure that the spirit of collaboration flourished.
At Mars United, the power of fresh perspectives and youthful energy is being harnessed in remarkable ways. Recently, the spotlight has been on our interns, who didn’t just shadow their mentors but actively drove impactful projects that have helped the company rethink its approach to brand strategy and product innovation.
The Mars United interns demonstrated how invaluable new perspectives can be this summer, when they were tasked with creating a comprehensive brand strategy for one of our clients and were able to present their final work to the client and the Mars community.
The interns dove right in, dividing the initial project brief into 4 components: the ask, strategy, creative concept, and media activation. Tasks were subsequently given to each intern that matched their personal interests with Mars United’s full-service disciplines.
The group was able to research and understand the target audience, learn how to reach these shoppers, compose engaging visuals to capture their attention, and develop ways to make the product stand out on digital and physical shelves.
Most importantly, the group had to interact with the client. Aftyn Brenke, the client leadership intern, was tasked with maintaining and nurturing this relationship. “I’ve enjoyed learning the importance of business expansion through meaningful relationships. I’ve leveraged the resources provided to me by seeking advice from senior Martians and applied it to my work each day. For example, in client leadership the client always comes first, it’s better to over-communicate, and you should treat each client like they’re the most important one you have.”
Drawing inspiration from current trends in consumer behavior, the campaign strategy developed by the interns emphasized the importance of storytelling and creating a narrative that resonates with a modern audience. The campaign they developed involved a brand refresh that not only aligns with contemporary aesthetics, but also speaks directly to the hearts of consumers. This project highlights how Mars United values and leverages the creativity and insights of its younger team members to stay ahead of the curve.
In comparison to previous campaigns, the interns chose to market to parents rather than younger shoppers. This strategic choice was made to increase household penetration of a new product that was being launched. To execute the plan, the team jumped into researching what parents really want. They found that 83% of parents find the “job” enjoyable and rewarding, but also difficult. These parents want to save more, cook better, and be more fun. Specifically, when it comes to mealtime, they need a confidence boost to show them that their desire to do more is achievable.
The interns proposed a multi-channel campaign centered on retail-specific tactics that included interactive events, influencer partnerships, and strategic advertising. Leveraging digital platforms and creating buzz around the product, their goal was to successfully generate excitement and anticipation among potential shoppers. This approach was designed to enhance the product’s visibility and build a strong foundation for long-term shopper relationships.
“I am so impressed with the work the interns have completed this summer. Whether it was working on actual client projects, writing for our internal and external communications, or cross-sharing their department learnings, they have far exceeded my expectations,” said Jen Senerius, SVP of Client Leadership, who guided the interns throughout the program. “This group of interns will go places, and I am excited to continue to watch them on their journey.”
Mars United’s recent initiatives underscore the importance of embracing fresh perspectives in business. By empowering interns to lead significant projects, the company is not only fostering a culture of innovation, but also demonstrating that valuable insights and groundbreaking ideas can come from any level within the organization. The contributions of these interns to brand strategy and product innovation are proof that, when given the opportunity, young talent can drive transformative change and help a company shape its future.
Learn more about each of our summer interns and the program here. Interested in joining the program next summer? We’ll begin accepting intern applications for our 2025 program in December via the Careers page on marsunited.com.
About the Author
Lauren McGowan is an intern on the Corporate Marketing team, with a focus on gaining experience in public relations and social media. She is currently a student at Loyola University Chicago majoring in psychology.
