McMaster grad Ryan Moran recently got the keys to a brand new, fully customized 2013 Chevrolet Spark. The coveted prize was for being one of two winners of this year’s Canada’s Next Top Ad Exec (CNTAE) competition.
His partner, Kailee Jamieson, picked up her Chevrolet Spark in August and shares Moran’s enthusiasm for winning the competition earlier this year.
CNTAE is an entirely student-run business competition for post-secondary students who want to try their hand at marketing for large corporations like Chevrolet, CNTAE’s lead sponsor.
The competition required that students develop an integrated marketing communications strategy for the launch of the Chevrolet Spark.
Contestants delivered a two-page ‘elevator pitch’ and then gave a half-hour presentation to a panel of senior executives from various sponsors, including GM, Pepsi, McDonalds, the Canadian Marketing Association and Canadian Tire.
“We spoke a lot with industry professionals to get insight on how to go about the project,” said Moran.
Jamieson and Moran both said one of the takeaways of the experience was being able to supplement their education with ‘real-world experience.’
“We were also able to play to each other’s strengths,” said Moran, who received an arts degree from McMaster before graduating from the MBA program. “I was really into the creative side of things and Kailee would gladly step in when it came to the math.”
Moran also served as president of the McMaster Students Union in 2007-08.
This year, the competition drew 191 submissions from 42 universities across Canada.
Jamieson and Moran were among the Top 10 teams in last year’s competition, and were able to clinch the top prize this year in April.
Sonya Khanna
Business Editor
Given the competitive nature of the job market, industry exposure offered by Canada’s Next Top Ad Exec boasts real-world gains by providing students with an innovative learning experience.
CNTAE unfolds a field of job opportunities for students to expand on, allowing students to get their foot in the door through ample networking opportunities.
With phase one and two of the competition out of the way, competitors are meticulously prepping for the next aspect of the competition. CNTAE has teamed up with Chevrolet to put eager students to the test with the aim to develop an integrated marketing communications strategy for the launch of the 2013 Chevrolet Spark.
“I think being in my last year at DeGroote is definitely something that is one of the bigger milestones of my degree,” says finalist Natalie Marshall. “It’s really exciting that this viagra vs cialis competition brings together all that I’ve learned and developed in my four years studying at McMaster.”
Following the completion of phase two, a group of top ten finalists were selected to participate in the final round of the competition. With preparation for the third phase in full swing, competitors are gearing up to prepare oral presentations, drawing on previous experiences. The finalists will broaden presentation skills before a panel of judges. Finalists have a unique opportunity put everything on the table and visually convey previously developed ideas, condensing information into a fun and appealing 25-minute presentation.
“I’m very excited to be in the top ten,” says another McMaster finalist, Ryan Moran. “We are going to put every bit of effort into the competition, being able to present and put everything to use. My advice to future competitors is to focus on the big idea. It is important to have the justification and grounding for what you propose, but go crazy with it as well.”
Ideas will be presented at the end of the month in Toronto with one team being selected, claiming the title as Canada’s Next Top Ad Exec and all the glitz and glamour that surrounds it. Prizes include one of two Chevrolet Sparks for the winning team, along with scholarship and internship opportunities from Chevrolet.
“It is enjoyable but it is a lot of work, so when you go from top twenty to top ten, there is of course a lot more riding on it,” says Marshall. “We are representing DeGroote and McMaster, so we have to make something that drives home our idea.”
McMaster University has maintained a strong presence in the competition, with five teams from Mac, demonstrating the strength of DeGroote School of Business and the innovative nature of Mac students.
“We initially heard about the competition in the fall and the majority of the work and idea generation, which we felt was the tough part, went together during the winter break,” says Marshall. “I think as a team it is important to sit down and get as many ideas on the table as possible; most of the work involves sharing and critiquing ideas. As we have been told by people who have competed before, it’s really important that your ideas are strong right off the bat and then everything just follows.”
Marshall acknowledges the beneficial nature of having support from former competitors. Motivation from past contestants offers a sense of camaraderie. It provides contestants with a role model to look up to and relate to, offering support to expand on ideas and gain insider knowledge on the nature of the competition.
“My advice to future competitors is to have a good well rounded submission,” says Marshall. “It’s important to be creative. In business school you learn so many theories and the functional way of going about doing something, so it’s good to find a balance of both looking for theories and ways to back up ideas, along with creativity.”
Top ten finalist Kailee Jaimeson stresses the importance of speaking with industry professionals to give an extra boost during the competition.
“Speaking to people will spark idea generation. Utilize your network to speak to people out in the industry and this will broaden your knowledge,” says Jaimeson.
As students roll up their sleeves in preparation for phase three of this high-profile competition, McMaster University can stand proud witnessing the vast numbers of innovative submissions maintaining a strong presence in this competition and demonstrating the strength of the marketing in DeGroote School of Business.
