A DeGroote commerce student is 'cruze'n' toward a bright future in advertising after winning the title of Canada's Next Top Ad Exec (CNTAE), sponsored by Chevrolet.

Mark Scattolon, a fourth year marketing and sales student at McMaster's DeGroote School of Business, was named co-winner of the 2010 Canada's Next Top Ad Exec. Along with the title, Scattolon secured the keys to his own all-new 2011 Chevrolet Cruze. In an unprecedented double-victory, Scattolon shared the glory with Rachel Zimmer and Bram Warshafsky Queen's University.

Top Ad Exec, a nation-wide marketing competition, was the brainchild of DeGroote marketing professor Mandeep Malik. Now in its fourth year, the competition challenges students from business schools across Canada to develop a real-world marketing campaign for an industry partner - this year, GM Canada.

In addition to the invaluable experience that comes from crafting their pitch and presenting their ideas to representatives from the advertising industry, Top Ad Exec students have the opportunity to win the very vehicle they're marketing.

"I decided to get involved with Canada's Next Top Ad Exec because it provides an opportunity to apply what we learn into the classroom towards a real world challenge with real rewards," said Scattolon. "Also, it is a chance for me to challenge myself by utilizing my creativity, combined with strong business acumen, to develop an out-of-the-box idea and solution for Chevrolet Canada."

This year is not Scattolon's first time testing himself through the Top Ad Exec competition. He previously competed two years ago and finished fifth overall. His previous experience has given him some lessons that he applied in this year's event.

"The hardest part of the competition has definitely been learning that you cannot implement every idea you come up with. It is often more effective to focus on one or two strong ideas than try to make several more ideas work together. Sometimes, less is more," Scattolon said. "The greatest lesson I have learned thus far is that in order to provide a realistic and creative idea, you have to quantify each decision with empirical research. It is one thing to believe an idea will work, but it is another to demonstrate how and why it will work through your research and findings."

Scattolon is the first McMaster student to claim the title of Canada's Next Top Ad Exec.

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