Big Ideas from a Small World

Ad Schooling In Canada – Has What It Takes

Posted in Change Something, From Canada by Ryan Thomas on July 16, 2009

Below is a letter I have just written to the editor of Marketing Magazine about their August front page feature. I’m posting it here in it’s entirety. Social networking don’t fail me now:

Matt,

I called today about the feature in the August issue, a few students currently in the program had texted me today when they saw almost no mention of Seneca@York in the piece. My heart went out to them.

Seneca’s CAB program has done some amazing things to stay adaptive in the recent years – as we talk about breaking down silos like in the Juniper Park article in the same issue (page 9) Seneca is one of the few schools that is putting its money where its mouth is. Not simply focusing on copy and art but by teaching an integrated platform of creative advertising, strategy, trend tracking, and public relations with ever increasing focus on the digital spectrum.

Outside of this unique core structure, staff have provided real client briefs to every class for years. This policy of real clients, spearheaded by real agencies was long in effect before my enrollment in the program and because of the creative and business streams taught at the school, it’s much deeper than simply being handed a brief.

Last I checked, Anthony Kalamut program coordinator of Seneca was also advising of the building the advertising curriculum of St. Marguerite d’Youville Secondary School. How this amazing program was not worth mention by your writer is beyond me. Now finishing its second year, Diana has done at the high school level what Humber is still trying to do at the collegiate level.

This year the grade 12 class pitched The Planet In Focus Film Festival to real clients on a three week creative turn around. Real Projects, Real Clients.

I understand the pressures on today’s modern publishers. Tight deadlines, quick turnaround times, but these interviews were conducted at Portfolio Night in Toronto. It’s one thing to miss a few schools when asking if young students “have what it takes to make an impact”, quite another to miss the events lead educational sponsor and the only school to put advertising dollars into supporting this industry event.

Matt if you think I’m bias, ask Scott Goodson – he thought Seneca was worth mention.

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