Kincardine girl wins national advertising competition


By Barb McKay

Kincardine native and Ryerson student Kate French beat out hundreds of other university students to win a high profile advertising competition.


French and her teammate Alexander Dias competed with 251 teams from 38 universities across the country to be named Canada’s Next Top Ad Execs. The national advertising and marketing competition is sponsored by McMaster University’s DeGroot School of Business.


The pair created a campaign for GM’s 2014 C7 Corvette Stingray. The idea put French and Dias into the top 25, where they had to submit a 15-page campaign analysis, complete with financial justifications and a marketing strategy. The top 25 teams signed their ideas over to GM, allowing the company to potentially use one of them for a real campaign.


The teams were then narrowed down to 10 and were required to present their campaigns in front of a panel of 23 judges, all advertising and marketing professionals.


“It was really fun,” French said. “It was a little intense, but it was really good industry experience that you don’t typically get at business school.”


The judges were impressed and awarded French and Dias the title. Along with the honour of winning the nationwide competition, the two students each received a 2014 Camaro.


French’s mother, Brenda French, a long time employee with the Municipality of Kincardine’s treasury department, said she is very proud of her daughter.


“There were lots of people involved and they came out on top,” she said. “She worked pretty hard on it.”


French, who earned her undergraduate degree from Queen’s University School of Business, is completing her Masters of Business Administration degree at Ryerson, specializing in media management. She is currently in her final semester and is writing a paper on the future of the television industry with presence of online media. French plans to pursue a career centred on marketing strategies for the film and television industry.