General Motors of Canada Limited

General Motors of Canada Limited
McMaster University

McMaster University

March 31, 2010 05:01 ET

McMaster and Queen's University Students Drive Away Winners at National Competition for Canada's Next Top Ad Exec

- Teams beats out 195 competitors for keys to their own Chevrolet Cruze

HAMILTON, ONTARIO--(Marketwire - March 31, 2010) -

Editors Note: A photo for this release will be available on the CP picture wire via Marketwire.

In an unprecedented double-victory, students from McMaster and Queen's University are 'cruze'n' towards a bright future in advertising after winning the title of Canada's Next Top Ad Exec (CNTAE), sponsored by Chevrolet. With their win, Mark Scattolon (McMaster) and the team of Rachel Zimmer and Bram Warshafsky (Queen's) each secured the keys to their own all-new 2011 Chevrolet Cruze.

The national competition, in its fourth year, offered business students across Canada the opportunity to develop an innovative non-traditional marketing campaign (including social media and event marketing) to help launch the fuel-efficient Chevrolet Cruze coming to Canada this fall. Students were required to develop a strategic plan to promote this all-new compact car from Chevrolet for the chance to secure a spot in the finals. The top ten advancing to the finals presented their ideas to a panel of 16 industry and academic experts. The winners were announced at a gala on March 30 in Toronto and were deemed to have developed the most inventive and executable pre-launch campaign for the Cruze.

"The goal of CNTAE is to bridge the gap between traditional curricula and industry needs with a 'beyond the classroom' approach to learning," said Mandeep Malik, marketing professor at the DeGroote School of Business. "We can see from the success and exponential growth of the competition that students are eager for this type of challenge and the opportunity to test their capability in a real world, real rewards setting." 

"Chevrolet is proud to sponsor Canada's Next Top Ad Exec," said Marc Comeau, Chevrolet's vice-president of sales, service and marketing, in Canada. "Through this exciting competition, we have been able to gain valuable marketing and media strategies directly from students across Canada, who as today's youth, represent one of the key target demographics for the Cruze." Comeau added, "The marketing strategy for Chevrolet Cruze will be a critical component to help Chevrolet redefine the small car market."

This year's CNTAE began with 196 teams from 28 business schools coast to coast. As the competition evolved, participants were narrowed down until the top ten finalists representing seven Canadian universities were selected.

Canada's Next Top Ad Exec was conceived and hosted by the DeGroote School of Business at McMaster University.

About McMaster

McMaster University, one of four Canadian universities listed among the Top 100 universities in the world, is renowned for its innovation in both learning and discovery. It has a student population of 23,000, and more than 140,000 alumni in 128 countries.

About Chevrolet

Chevrolet is one of Canada's best-selling automotive brands, thanks to compelling designs and modern innovations. Chevrolet offers Canadians vehicles with outstanding safety and fuel efficiency. With fuel solutions that range from "gas-friendly to gas-free," Chevrolet has seven models that offer 7 litres per 100km or better on the highway.  Chevrolet strives to provide the best value in every segment in which it competes by delivering spirited performance and quality. More information can be found at www.chevrolet.ca.

Contact Information

  • GM Canada
    Jennifer Wright
    Media Relations
    905-644-6044
    Jennifer.wright@gm.com
    or
    DeGroote School of Business - McMaster University
    Julia Thomson
    Communications Officer
    905-525-9140 ext. 27436
    thomsoj@mcmaster.ca