Advertising schools have always been very supportive of ihaveanidea and Portfolio Night. After all, what better way to showcase a school than to have its students not only participate in Portfolio Night, but also shine at it?

While schools have played host for the event in cities such as Barcelona, Santiago and Buenos Aires, and Portfolio Night has had a renowned school as a Global Partner in past years, 2009 marks the first year where ad schools have become direct sponsors of Portfolio Night on a local level.
One such advertising program that got involved this year is Seneca College, who became a sponsor of “the birthplace of Portfolio Night”, PN7 Toronto. On the eve of perhaps the biggest day of the year for Toronto advertising students, we caught up with Anthony Kalamut, Professor & Program Chair of Creative Advertising at Seneca to get his thoughts on Portfolio Night and Seneca.

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Why did you and Seneca get involved this year?

“As a leader in advertising education, I felt it was critical to help support one the most important events for students. For the last seven years, Portfolio Night has been the showcase for the future of our business to get “critical” feedback and “inspiration” from the best of advertising creative directors. Each year the opportunity has made my students stronger, and often gained them the required entry points to internships, networking and most importantly jobs.”

“In addition, Seneca has been a big supporter of ihaveanidea since Day One when Ignacio got started.”

Seneca has been making considerable waves among Canadian ad schools and programs of late. What would you attribute this success to?

“The program at Seneca has been designed to address the careers available in advertising. We help students develop into both the “Business” and “Creative” streams. The program helps develop account executives, media planners, buyers and strategists for the business stream, while always keeping the “Concept/Big Idea” as the foundation. On the other side, we develop critical thinking copywriters and art directors.”

What is the most important thing for advertsing students to know or hav, no matter what school they attend?

“Passion. The one thing we can’t teach!

“As teachers, we can only reach inside ourselves and look to inspire. All we can offer is inspiration, and lead THEM to the idea that if you love something, you will never work a day in your life.

“This industry beats the tar out of these kids, but by hell or high water the believers survived and succeeded.

“I hope that doesn’t sound like there is nothing to teach, but at the end of the day when all the teaching is done – passion is the only factor that really creates the success stories.”

Any Seneca success stories you’re especially proud of?

“At PN7 Toronto, two of the creative directors reviewing — Aaron Starkman of ZiG and Chris Taciuk of DraftFCB — are proud Seneca alumni. But the story of success reaches beyond that. We have leaders at every major agency in the country. The Cannes Young Lions competition has been a great success for the program. This year, Dan Bache of Taxi Vancouver will be going to Cannes. This marks nine winners from the program in the last eleven years. Other winners include Chris Taciuk (twice), Matt Bielby (twice), Michelle Spivak, Aaron Starkman, Steve Persico, Cam Boyd, Chris Joakim and Brett McKenzie.”

“Oh, and I would be leaving a major point out by not including our grads at the core of ihaveanidea; Brett McKenzie and Mimi Martinoski are my proud grads.”

How do you know if they are any good?

“Probably the same way ANYONE in the business does. Watch and listen. They prove it. They prove themselves. They prove it to others.”

“As for knowing great creative work when I see it. I push myself. I do it all day (sometimes all night), but I can’t push these kids if I can’t push myself. I am out there meeting and listening to the leaders and leaders to be. My six year old thinks I read the coolest books, all pictures and great images, he will one day understand that “annual” isn’t really a book… but he thinks it cool. I remind my students they are annual reviews of work and not a “MANUAL”.

I make it to every “reel” screening at least once. I host “screenings” and educational nights. I am “culture vulture”, a “media whore” and I’m passionate about the craft and the concept. Alex Bogusky had lunch with myself and fifteen of my students last spring, and he reminded us all of there is more to this then selling, it’s “live the craft” and “enjoy the process”.

“Beyond that I have what every CD and every parent has to go on – blind faith and a willingness to make mistakes, then correct them”

Any last-minute advice for anyone attending PN7?

“Simple. Open you mind. Listen. React. But don’t react simply to please someone else. React to make yourself better and stronger. Advise is critical. Use it well.”

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Anthony also maintains a pretty active blog over at: anthonykalamut.blogspot.com