Meet the Interns: Critical Mass' Danielle DiGiacomo

When I explain the work environment at Critical Mass to my family and friends, they get a little jealous.

Tell us about your internship, what are your main responsibilities?

I am one of the associate producer interns in the New York office for Critical Mass. As an associate producer intern I work alongside the project delivery team to assist and learn how to ensure the development of a project is a success. My main responsibilities include creating and maintaining project schedules, assisting in project scopes and budgets, as well as planning and managing internal and external project communications. 

Do you have a dream account or brand you’d like to work with? Which one?

My dream account or brand I would want to work with would be either L’Oréal or Dove (Unilever). I have always admired them as a company and always have loved their campaigns and strategies. 

Talk to us about the culture in your office, how has it impacted your internship?

When I explain the work environment at Critical Mass to my family and friends, they get a little jealous. The culture at Critical Mass is very laid back and there is a strong sense of community. Even though, the work environment is fun and laid back, everyone puts 200% into every task they do and with every client ask. When I explain what I have been working on as an Intern at Critical Mass to family and friends, they are very impressed and surprised because of the level of responsibility mentors hold their interns to. The people really bring the culture to life. This is what influenced my experience as an intern at Critical Mass the most. Everyone is willing to help each other and are truly passionate for what they do. I never felt like I couldn’t ask someone for help or was not learning anything. 

What have you learned about the advertising industry that surprised you?

The advertising industry is more than people think; it is incredibly broad and full of different categories. While interning at a digital advertising agency, I learned that advertising is not just about making ads, it can be anything from website design to creating an experience. Before this internship I had a very brief understanding of what an advertising agency does. Now, I have realized that there is an insane amount of work, time, and people that go into all things advertising.

Choose a current popular advertising trend and tell us what’s interesting about it:

Advertisements do not work like they used to. Companies now more than ever must step up their game in order to get through to the new generation of consumers. One trend in advertising that particularly stands out is this new focus on the brand rather than the product. Companies have now turned their strategies to be more brand centric; really trying to get the consumer to understand and perceive their brand how they want, and it’s working. One of the ways I noticed they do this is using ads not only for brand awareness but associating their brands with a social change. I particularly like this style of advertising because it is most effective on me. Pairing an advertisement with a social message plays on emotion and acts as not only a way to market a brand, but to send a message much more powerful and relatable. It makes people pay attention to ads, where most of the time, advertisements are ignored. 

Imagine your dream job, where are you, what does a day-to-day look like?

Honestly, my dream job would be a famous food blogger. Who doesn’t want to travel the world and eat amazing food? However, not everyone can make a living off of this. I definitely see myself working in the marketing or advertising industry in the city. My dream job would be at a place where I am valued, I want to come into work every day, I love the people I work with, and I am proud of the work I am creating. 

Are you considering another internship, or looking for jobs now? What are your next steps?

After this summer internship, I will be finishing up my degree and education as I enter into my senior year of college. During this time, I will definitely be job hunting and will try to kick off my career right after I graduate. I am super excited for my last year at school and excited for the opportunities that present themselves after college as well. 

What is your favorite ad of all time?

I don’t really have a favorite ad of all time, but my favorite ad campaign would have to be the Dove “Real Beauty” Campaign. This campaign not only did a good job building strong brand awareness but also reinforced a positive message while tying it to the Dove brand. I think of Dove now, I think of what “real beauty” means. Dove defines “real beauty” as “beauty is for everyone”. Not only was this campaign an amazing way to promote women’s self-confidence but did an incredible job of associating their brand in consumers’ minds with such a strong positive message.