To qualify, candidates must be enrolled in an accredited college program and maintain good academic standing. The application process centers on an original essay requiring students to analyze a digital marketing campaign that influenced their perspective and demonstrate how its core strategy could be adapted for a contemporary brand launch. This requirement aims to identify individuals who possess both technical industry awareness and the ability to foster meaningful connections between brands and consumers.

"Great brands start with people who understand other people," said marketing executive Andrew Garson. The program serves as a bridge for students transitioning from academic study to professional practice, emphasizing the necessity of blending strategic rigor with creative outreach. Applicants must submit their essays and proof of enrollment by the June 15 deadline, with the official winner scheduled to be announced on July 15, 2027. Full submission guidelines are available on the program's official website.