Queen’s University business student Monica Walker beat out nine other finalists from all across the country to claim the title as Canada’s Next Top Ad Executive.
“It was a little overwhelming,” Walker says after the win, adding “It definitely is the honour of a lifetime.”
The competition asked contestants to build ad campaigns for one of two Mitsubishi vehicles. As the winner Walker gets the keys to her own new 2008 Mitsubishi, valued at over $30 000.
Despite the glitzy prize, Walker says she still hasn’t grasped the fact that she won. “I guess it won’t really sink in until I am behind the wheel of the Lancer.”
The 22-year-old impressed the panel of 16 judges by gearing her campaign towards a younger demographic She keyed in on 18- to 35-year-olds by organizing an event at a downtown Toronto nightclub, and incorporating social networking into her presentation. “The entire point of the pitch was put young customers behind the wheel of a Lancer,” she says. “”I put a lot of hard work into the presentation. It’s probably the most intensive project I’ve ever done for school.” The competition was organized by students at McMaster University’s DeGroote School of Business.
Walker will be graduating from Queen’s at the end of the term, but she won’t get too much time to rest. She begins her new job as an associate this spring at a management consulting firm in Toronto. “I’m really looking forward to it.”
As far as any long term plans go, Walker says she is open to anything in the advertising world, and isn’t quite sure what the future will hold.