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Executive Team

President: Max Blumen
External Vice President: Lisa Inoue
Internal Vice Presidents: Samantha Holder, Stergiana Amberiadis

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uc berkeley's award-winning advertising & marketing case competition team

About Us

Our Mission

imagiCal strives to provide its members with an understanding of advertising and of its values; by stimulating and encouraging professionalism through advertising education; by applying the skills, creativity and energy of advertising to help solve social problems; by developing the individual abilities of its members; and by promoting fellowship and the free exchange of ideas. Our members have pursued careers in the most prestigious advertising, investment, and consulting firms, Fortune 500 companies, graduate schools, and various start-ups.

What We Do

Established in 1980, imagiCal is sponsored by the Walter A. Haas School of Business and is the Berkeley chapter of the American Advertising Federation. A fully student-run advertising agency, imagiCal conceives and develops multimillion-dollar national advertising, marketing, and public relations campaigns for corporate sponsors and presents them at the AAF National Student Advertising Competition.


The American Advertising Federation is an organization established to protect and promote the well-being of advertising. The AAF National Student Advertising Competition is the premier university advertising case competition. It challenges over 3,000 college students to create a strategic advertising/marketing/media communications campaign for an AAF-designated corporate sponsor. Schools compete at a regional level within their AAF districts; sixteen schools advance to present their campaign at the annual AAF National Conference.

meet the team

executive board, directors, committees

Max Blumen
Lisa Inoue
External VP
Samantha Holder
Internal VP
Stergiana Amberiadis
Internal VP
Timothy Ma
Creative Director
Samantha Macabee
Media Director
Lancy Zhang
Production Director
Jennifer Kao
PR Director
Alison Fu
Strat Director
Michael Leath
Strat Director
Megan Gonzalez
Account Manager
Sarah McLaughlin
Account Manager
Saskia Owens
Account Manager
Jesse Ruiz
Team Member
Keyan Sarrafzadeh
Team Member
Nina Tian
Team Member
Aleksandr Ioch
Team Member
Alycia Martins
Team Member
Belinda Ha
Team Member
Aditya Subbarao
Team Member
Emily White
Team Member
Ione Sterental
Team Member
Jaehak Yu
Team Member
Natalie Cowan
Team Member
Nicholas Seo
Team Member
Olivia Noceda
Team Member
Seth Anderson
Team Member
Sofia Dewar
Team Member
Vincent Tzeng
Team Member


Be Our Sponsor

Everything you see from imagiCal is a result of our perseverance and willingness to spend the time and effort to maximize our wealth and produce the best campaign that we can. While other NSAC teams may have a class or resources dedicated to the competition, imagiCal is 100% student-run and relies completely on donor support to fund our presentation materials and campaign needs. We have a proven track record of attracting the best and brightest to our organization, and as you can see from our accomplishments to the left, we take pride in creating nationally recognized work. Contact us and let us give you a reason (or 20) to sponsor us.


2014 - NSAC National Competition - 5th Place
2014 - NSAC District 14 Regional Competition - 1st Place
2013 - NSAC District 14 Regional Competition - 2nd Place
2012 - NSAC District 14 Regional Competition - 1st Place
2012 - Macy's Advertising Competition - 1st Place
2011 - Macy's Advertising Competition - 3rd Place
2010 - AdU Advertising Competition - 1st Place
2010 - Accenture Management National Case Competition - 1st Place
2010 - Target Sustainability Case Competition - 3rd Place
2010 - Cisco-Deloitte E-Business Case Competition - 2nd Place
2010 - NSAC District 12 Regional Competition - 3rd Place
2009 - NSAC National Competition - 3rd Place
2009 - NSAC District 12 Regional Competition - 1st Place
2009 - Cisco-Deloitte E-Business Case Competition - 1st Place
2009 - Accenture Strategy Case Competition - 1st Place
2009 - Check Point Software Case Competition - 1st Place
2009 - Undergraduate Marketing Association Case Competition - 1st Place
2009 - Publicis Intern Case Competition - 1st Place
2007 - Thammasat Business Undergraduate Business Challenge - 2nd Place

Scholarships & Recognition

2 Regent Scholars
1 Alumni Scholar
2 Omicron Delta Epsilon, Economics Honor Society
2 Order of Omega, Greek Honor Society
1 Hewlett Packard Scholarship
1 Edward Kraft Scholarship

Alumni Careers

Banking: Goldman Sachs, Morgan Stanley, Barclays Capital
Consulting: Deloitte, Accenture, Triage, ZS, Bain, McKinsey
Tech: Google, Cisco Systems, Intuit, Adobe, Microsoft, Hulu
Fashion: L'Oreal, GAP
Advertising: Goodby, Silverstein & Partners, Publicis, McCann Erickson

Past Clients

Join Our Team

Click here to download the application for the 2014-2015 school year. All applications along with an updated copy of your resume must be sent to by 7PM on September 12 No late submissions will be considered.

Infosessions will be held on 9/8 in Barrows 136 & 9/9 in Wheeler 20 from 7:30-9:00 p.m. At our informational sessions, anyone interested will be able to learn more about imagiCal and ask any specific questions.

We look forward to meeting you all! Please email any recruitment questions to