The Washington Media Scholars Foundation (WMSF) recently celebrated the next generation of media and communications leaders at its 17th annual Media Plan Case Competition awards luncheon. Held on June 11, the event brought together media executives, university faculty, student finalists, alumni, and WMSF staff to honor the talents and achievements of participating students.
The competition, which challenges students to develop comprehensive media plans, is a cornerstone of WMSF’s commitment to nurturing future leaders in the industry. This year’s event was no exception, with students tackling a real-world brief that required both creativity and strategic thinking.
Innovative Solutions and Well-Deserved Recognition
The 2026 Media Plan Case Competition saw Campbell Valline from Iowa State University and Tess Meggison from Drake University emerge as the top winners, each taking home a $5,000 prize. The second-place team, Michelle Ifediba and Juliette Diaz Rackohn from the University of California, Berkeley, received $3,000 scholarships each. Additionally, the annual Mia Guion Memorial Scholarship was awarded to Kimi Johnson from Iowa State University, and the Excellence in Leadership award went to Brad Mont of Media Ad Ventures, Inc., as well as Katz Media Group.
Valline, who recently completed her undergraduate degree in political science, expressed her enthusiasm for the competition. “The competition has opened up an entire world of advertising and comms and the intersection of politics – it opened a new sector I didn’t know existed,” Valline said. “It blew up my world. It was amazing.” Johnson, a senior in marketing and public relations, shared her gratitude for the Mia Guion scholarship, stating that it will help her pursue her educational goals with greater focus and determination.
A Real-World Challenge: Campus Reset Initiative
This year’s case competition presented students with a timely and impactful challenge: the Campus Reset initiative. Students were tasked with developing media plans to drive the adoption of Alcohol 101+ across South Carolina’s public higher education system. With a $300,000 budget students had to grapple with reach, impressions, and the broader impact of media on behavior and responsibility in communities across America.
Throughout the week, finalists engaged in a series of learning sessions, networking events, and real-world experiences led by industry leaders. They visited premier media agencies and political consulting firms across Washington, D.C., gaining invaluable insights and hands-on experience. Jay Newell, Iowa State emeritus professor of advertising, highlighted the support provided to the teams, noting that they were well-prepared for presenting their cases to a panel of professional political communicators.
Nurturing the Next Generation of Media Leaders
The WMSF’s Media Plan Case Competition is a multi-round event that requires students to prepare comprehensive media plans and present them to panels of industry expert judges. Since 2009, the foundation has supported over 1,000 students from nearly 300 colleges and universities nationwide, awarding over $180,000 in scholarships each year.
Newell praised the students’ efforts, stating, “Our students continue to amaze me. This case was one of the most complex ever faced by Media Scholars teams: it required a deep understanding of state-level politics, lobbying practice, and political communication that was micro-targeted to small groups of legislators and college administrators. Both of our teams presented well-crafted plans that were based on data and strategy.”
The WMSF’s Media Fellows Scholarship program further extends the foundation’s reach, providing needs-based financial support, mentorship, and career development resources to academically promising students. Many Media Fellows go on to earn competitive internships and full-time roles with leading media outlets, making a meaningful impact in their communities and industries.
Newell expressed his pride in Johnson’s achievement, noting that the Mia Guion Memorial Scholarship is named for an Iowa State University alumna who passed away a year after graduation. “I’m pleased that an Iowa State student won the Mia Guion Memorial Scholarship,” Newell said. “Kimi Johnson more than met the criteria, representing Mia’s combination of career drive, communication skills, and thoughtfulness towards the needs of others.”
