Meet Lauren, Breaking and Entering Network Spotlight

1. Your name?

Lauren Rickenbrode 

2. What college are you attending?

DePaul University

3. What is your major and minor?

Major: Communication and Media Studies 

Minor: Public Relations and Advertising 

4. Expected graduation date?

June 2024

5. What role will you break into within advertising?

Strategy Intern for Leo Burnett

6. Dream agency?

Leo Burnett 

7. What do you do within the Breaking and Entering Network?

I am the co-host of a segment called “Peeling Backing the Onion” in which Maddie Bieniarz and I review current advertising campaigns.

8. Please tell us a little bit about yourself and your background. Where did you grow up, and how did you become interested in advertising?

I grew up in Elmhurst, Illinois and went to York Community High School. I became interested in advertising after taking an advertising class in high school. I found advertising to be an ideal outlet for me to express my ideas and connect with others.

9. What made you decide to pursue a degree in advertising, and how did you choose your university/program?

I decided to pursue a general communications degree instead of an advertising degree because I wanted to take a variety of classes. I ultimately chose to go to DePaul University because there are a ton of opportunities for students to gain advertising experience in Chicago, Illinois. 

10. What do you think are the most important skills for success in the advertising industry, and how are you working to develop those skills? 

A skill that I think is the most important for success in the advertising industry is networking. I have worked to develop this skill by engaging with like-minded students and industry professionals on platforms like LinkedIn. I have also attended a variety of networking events. 

11. What are your thoughts on the current state of the advertising industry, and where do you see it heading in the future?

The use of artificial intelligence in advertising has become increasingly prevalent within the past year. AI technology can be helpful, and I think that all advertising professionals should view AI as a tool. It will be interesting to see how AI is used for advertising purposes in the future. 

12. How do you stay up-to-date with the latest trends and developments in advertising, and what resources do you rely on for industry news and insights?

I follow Adweek and Ad Age on Instagram and rely on them for industry news. I also follow a few advertising agencies to see what they are up to. Additionally, I listen to advertising podcasts, like Breaking and Entering, to stay up to date with the latest trends and developments in advertising. 

13. Can you share any advice for other students who are interested in pursuing a career in advertising?

Have fun, be yourself, make connections, and never give up!