By Elijah Noriega

RIO GRANDE VALLEY, TEXAS – FEB. 25, 2026 –  A UTRGV senior is one of only 25 students nationwide selected for the American Advertising Federation (AAF)’s Most Promising Student award.

Emmanuel Gittins, a mass communication major concentrating in advertising and public relations, was chosen for the 2026 Most Promising Class. In previous years the program selected about 50 students, making this year’s recognition even more competitive.

The American Advertising Federation is a major trade association, representing all of segments of the advertising industry. The Most Promising Student program brings together top, distinct college seniors with industry leaders in marketing, advertising and media, creating a professional network for college students and practitioners. The selection process includes essays, portfolios, letters of recommendation and academic excellence.

“I still can’t believe it,” said Gittins, a McAllen resident. “I got picked as one of 25 students across the nation to be part of this program. It feels surreal.” Gittins is one out of five in Texas with this honor.

Although Gittins had known about the AAF program since his freshman year, he initially doubted his chances against students nationwide.

“My professor, Dr. Kimberley Selber, messaged me on LinkedIn and said, ‘I really think you should apply for this,’” he said.

The application process included answering five essay questions, a résumé, transcripts and a letter of recommendation. As a strategist applicant, Gittins focused on his experience, industry insights and ideas for making advertising more inclusive and authentic.

He applied in November and was invited weeks later to interview with a judge from Denstu, a New York-based media agency. Throughout the process, he emphasized the importance of genuine representation in media.

“I think it's very important now more than ever to be true to ourselves and show who we are in media,” Gittins said.

He views advertising as a cultural time capsule.

“When we look back at ads from the ’50s or the ’90s, we kind of get to understand where the world was at,” he said. “I want to look back at this time – the 2020s, 2026 – and remember this is how the culture was.”

Before earning national recognition, Gittins built his experience through persistence and exploration. Last summer, he interned with AT&T in Dallas after applying for many internships. During his internship, he scheduled meetings with professionals across multiple departments, learning about digital marketing, advertising strategy and corporate operations. The experience expanded his industry knowledge and boosted his confidence.

As part of the Most Promising Student Program, Gittins will travel to New York City for a multi-day experience, Mar. 24-27, 2026, that includes agency visits, networking events, a team brief competition and interview roundtables with industry leaders. Participants are also paired with mentors, past program winners, who provide guidance before, during and after the trip.

“It’s not just one event and it’s done” Gittins said. “It’s a community you build.”

Reflecting on his journey, he encourages fellow students to stay curious and open-minded.

“We’re young. We have time,” he said. “Be open. Be curious. Talk to people. Experience things. That’s how you learn who you are and what you want to bring to the world.”

For Gittins, this award is an opportunity to help shape the future of advertising with authenticity, creativity and purpose.