Members of the team will present their advertising campaign in the final round of judging on May 23 at Cadillac headquarters in Detroit, Michigan. Cadillac will cover the team's travel expenses.
Top executives from Cadillac, Modernistal (Cadillac's ad agency), and edVentures Partners of Orinda, Calif., the company that sponsored the competition, will participate in the final judging.
Leavitt is a junior, majoring in business administration, with an emphasis in management. He is a 2004 graduate of Marcus-Meriden-Cleghorn High School.
This year's assignment for the competition was to bring a specific target market to the Cadillac brand, specifically the 2008 Cadillac CTS. The campaigns were required to meet three objectives: decrease the average age of the Cadillac consumer; increase the "conquest rate;" and improve the image and reputation of Cadillac.
More than 1200 students from 56 different undergraduate and 20 different Master's -level business programs from across the United States and Canada participated in the competition. An undergraduate team from Western Michigan University and graduate teams from the University of New Mexico and Virginia Commonwealth University were also selected as finalists in this year's competition.