Texas Tech University

Q&A: Samuel Moore

  • Name: Samuel Moore
  • Age: 23
  • Hometown: Stephenville, Texas
  • Position: Brand Planner
  • Company: The Richards Group

Advertising graduate and Magna Cum Laude honoree, Samuel Moore received his bachelor's degree from the College of Media & Communication in 2012. Moore's creativity and passion for advertising landed him the president position for Tech Advertising Federation. As president, Moore increased membership and awareness of the organization's message and function among students. He secured guest speakers in the field of advertising to share real world experience to students. Aside from being president, Moore was a part of the Infinity Ad team, where he did account planning and market research. Moore and the team gathered and analyzed data on specific audiences for elected clients.

Moore provided helping hands to 2012 doctoral candidate, Wes Wise, in his dissertation study of motivated selection, auditory structure and orienting. He helped plan and run hands-on experiments about media perception.

Not only was Moore a member to multiple advertising organizations, but he committed himself to Tech's Goin' Band, National Society of Collegiate Scholars, Alpha Lambda Delta, and Phi Eta Sigma. He also received a Silver Addy Award at the 2012 Lubbock Addy Awards Show.

After graduating, Moore interned with Dallas advertising agency, Slingshot. At the agency, Moore worked with clients such as Joe's Crab Shack, Shell, RamQuest, and Texas Tourism.

In March 2013, Moore accepted the position as brand planner for The Richards Group in Dallas.

Can you share your experience working on the Tech Advertising Federation team?

Advertising in an academic sense was flourishing during my years at Texas Tech, but many of my peers – including myself – had a longing to learn and experience more about our profession outside of the classroom. My experience working with the Tech Advertising Federation focused on building relationships in the advertising industry on a local and national level in order to bring these viewpoints to Lubbock or to take my organization to meet these advertising professionals in their native environment.

Was social media utilized for any TAF campaign? If so, could you explain how?

Social media was a supporting factor that ran parallel with our main awareness campaign. Because we were fortunate to have our audience share the same building, we focused on painting classrooms, hallways, and bulletin boards for our communication tactics. Once that beachhead was established, our social media had grounds to grow.

What skills would you recommend students have in order to obtain a job or internship in advertising?

Don't trick yourself into believing there is only a creative route or an account executive route. Explore the diverse disciplines within the field of advertising. Find the one that is best tuned to your skill set, and make yourself indispensable in that specialty.

What is it like to work at the largest independently owned advertising agency in the country?

Because of our large size, we work with clients of all different shapes and sizes: from unknown startups to high profile brands deep-seated in the hearts and minds of people around the world. The challenges are new and diverse every day.

There are many perks to being an independent agency as well. For instance, the freedom to not have to answer to a holding company in profits and quotas lets us focus all of our time to making our work great (not to mention all the employees share what profit we do make is an added bonus). Another perk is the pride that comes from being a local icon of Dallas, who competes with the best advertisers in the world.

What types of social media tools does your agency use for clients?

Our digital strategists use multiple analytical tools used for social listening and website/app statistics. Our primary tools that we use for our clients include: Google, Omniture, Radian6, Sysomos, and comScore.

How did the College of Media & Communication prepare you for the professional world?

The college prepared me for the professional world by exposing me to the breadth of advertising, which gave me the ability to put my hands on many disciplines and understand the big picture. However, the professors and students within the college proved the most valuable in my career preparations by enabling me to be involved and encouraging me to take a project and make it better. Looking back, the biggest takeaway is to not be a consumer of classes, but rather position yourself as an active participant in and outside of the classroom.

What advice would you share with others who want to pursue a career in new media?

Stay informed, trial new innovations, and familiarize yourself with the trends around you on a daily basis. If you haven't noticed, the world of new media is moving quickly, and it's crucial for you to be aligned with it. A good question to always be asking is, “What is behind this new innovation or trend?” Digging down into this question will better inform the strategy behind whatever you choose to do in new media and will allow for a better platform to develop fresh ideas that your brand can truly own instead of shoehorning your brand into an innovation or trend that may or may not fit the brand.

Samuel Moore

Samuel Moore