East Texas A&M University student Lilium Fitzgerald is proving that the best brand strategy isn't just about numbers—it's about people. Fitzgerald, a third-year marketing major, recently completed spring and summer internships with Dieste Inc., an award-winning advertising agency known for helping brands build meaningful connections with audiences.

Founded on the belief that connecting with today's consumers requires cultural awareness and thoughtful audience insight, Dieste has spent decades as an industry innovator. As part of the Omnicom network, the agency utilizes its proprietary cultural intelligence system to identify “social tribes”—behavioral segments that allow brands to achieve genuine relevance in an evolving marketplace.

Learning Through Experience

During her time with the agency, Fitzgerald worked alongside supervisor Erin Clark, Group Planning Director at Dieste, applying strategic research models to help brands like Cricket Wireless and the New York Philharmonic better understand and engage their audiences. Her work focused on identifying underlying values and unspoken assumptions to avoid stereotypes and create authentic brand loyalty.

In her capstone presentation, “A Journey Through Intentional Strategy,” Fitzgerald reflected on the projects she completed and the professional growth she experienced throughout the internship experience.

“My time interning with Dieste allowed me to successfully apply what I learned in the classroom and bring it to life,” Fitzgerald said. “I was able to witness and recognize the multi-faceted collaboration across departments and see the teamwork and communication that drive the industry. All of these elements combined excite me for my future as a young professional.”

Fitzgerald said presenting her work to agency leadership became one of the most valuable parts of the experience.

“Giving my capstone presentation really challenged me and stretched me in ways that were pivotal to my internship experience,” she said. “Standing before the leadership team and breaking down the projects I worked on throughout my time allowed me to critically reflect on skills I had gained throughout.”

A Track Record of Excellence

Fitzgerald's success at Dieste follows her recent recognition for her work on the Honors College Challenge Grant project. Working alongside Dr. Charles Woods, Interim Department Head of the Department of Literature and Languages, Fitzgerald was a key researcher for the project “Developing Data Privacy Approaches to the Teaching of Writing in an Age of AI.” The grant-funded initiative analyzed student perspectives on copyright and data privacy, ultimately helping to shape new orientation programming for incoming ETAMU students.

Dr. Woods praised Fitzgerald's dedication, noting that she and her fellow Honors students were instrumental in keeping the research grounded in student-focused needs and the complexities of AI ethics.

Looking Ahead

Fitzgerald is currently preparing for her second study abroad experience and plans to build on the skills and experiences she gained at Dieste as she continues her studies and prepares for a career in marketing and brand strategy.

“I want to bring a heart into this field that is for people, not just numbers,” Fitzgerald said. “I want to genuinely care for who is behind the screen.”