Every summer at Coyne, we welcome a fresh class of interns to teach them about our industry, our craft and our clients. This year, I had the privilege of serving as a mentor for the company’s Intern Challenge, an annual competition in which interns work in teams to develop a campaign for a real-world client and then present it to a panel of esteemed judges across Coyne’s leadership team.
Somewhere between the briefings and brainstorms, I realized something surprising: I was the one being mentored. Yes, we’re the ones with the experience. But the interns brought energy, perspective and ideas that challenged the way we work and made us better for it.
In speaking with some of my fellow mentors, here are eight valuable lessons that we can all learn from the interns:
- Don’t Dismiss a Trend Just Because It’s “So Gen Z”
Whether it’s a viral meme, an oddly titled TikTok trend (situationships anyone?) or a niche internet obsession, there’s often an insight or a nugget of an idea buried in there. The interns showed us to look past the cringe and lean in on cultural undercurrents. Great ideas can start anywhere, even in the comments section.
- Social Isn’t an Add-On, It’s the Arena
I recognize many of you are saying “OK boomer.” But for this generation, social media isn’t a tactic, it’s the stage. Reels, TikToks, and IG carousels aren’t optional, they’re expected. If an idea can’t live on someone’s feed, it might not live at all. The interns helped push creative thinking to ensure that social and influencer angles were strategically integrated from the start, rather than just an afterthought.
- Be Bold
Over the course of two days, we saw such original, unfiltered thinking. We so often talk ourselves out of a good idea because we think a client won’t approve it, won’t have the budget for it or won’t be able to execute on it operationally. The interns didn’t have any of those preconceived notions, reminding us to stay open to bold, unconventional ideas. The list of “why not’s” is often longer than the “what if’s?” Let’s try to talk ourselves into big ideas instead of poking holes.
- Storytelling Isn’t Dead
One of the most refreshing reminders coming out of the Intern Challenge was that no matter the format or the platform, a good story still wins. They crafted narratives, played on emotions and showcased the client as the hero. Whether it was tapping into nostalgia or painting a vivid picture of what could be, they showed us that every generation (even the short-form-scrolling one) craves a great story.
- The Little Things Matter
The work was awesome but how the teams showed up was equally impressive. They built on each other’s ideas with enthusiasm, burned the midnight (and later) oil on plan revisions and went through rounds of practice rehearsals at the crack of dawn. Coupled with lots of energy in the room, coordinated outfits, themed accessories, tailored handouts and more, these small details left a big impression during the presentations. In a world where attention is a currency, the interns knew how to earn it. They showed us firsthand that presentation isn’t fluff, it’s part of the story.
- Team Work Makes the Dream Work
Collaboration across roles elevated the concepts and the campaigns, serving as affirmation that inspiration can emerge from anywhere. Watching the interns unite their diverse strengths, practice areas and perspectives reinforced that the most impactful ideas are born when people with different ways of thinking come together to create something greater than the sum of its parts.
- Our Job is FUN
Between back-to-back meetings, looming deadlines and the inevitable fires to put out, it’s easy to get caught up in the daily grind. Yet throughout the two-day Intern Challenge – even during the late nights and less glamorous parts of the work – the atmosphere was different as teams were energized, laughing and genuinely enjoying the process. It was a powerful refresher that when we approach our work with curiosity and a spirit of camaraderie, even the toughest tasks can feel more manageable, and often, that’s when the best work emerges.
- Mentorship Goes Both Ways
Perhaps the most important lesson of all: mentorship isn’t a one-way street. The interns challenged us to stretch, adapt and think differently.
Working alongside such brilliant minds didn’t just offer a glimpse at the next wave of talent – it gave us a push to stay bold, stay curious and never stop learning. It also showed us that the future of the industry isn’t coming– it’s already in the room.
Updated as of September 2025
