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Creative industry to benefit from new Curtin partnership

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18 August 2008

A new partnership between Curtin Business School (CBS) and the Perth Advertising and Design Club (PADC) will enhance the student learning experience by offering students a program of ‘real world’ exposure to the creative industry in Perth.

Professor Duncan Bentley, Pro Vice-Chancellor of CBS said that he welcomes this new partnership and says the initiative enhances Curtin’s position as an industry linked institution for marketing and creative talent.

“The PADC is the only creatively based industry body in Perth, giving Curtin students a portal through which they can gain experience and understanding of the advertising and creative industry,” Professor Bentley said.

“This partnership will provide advertising students with the ultimate learning experience. They will learn from industry leaders and will have the opportunity to build their networks.”

Mr Jeff Champtaloup, President of the PADC committee, said the alliance will strengthen the creativity and quality of new generations of advertising and creative graduates in Perth.

“PADC and Curtin Business School share a number of synergies, the most significant of which is our common goal to educate and inspire the next creative generation,” Mr Champtaloup said.

“It is very exciting for PADC to build this relationship with an educational institution. The relationship will go a long way towards increasing the quality of the outcomes for our clients; it is a positive win-win situation.”

The initiative has lead to the development of a unique advertising master class, major changes to the final undergraduate advertising unit (Campaign Development 391), as well as postgraduate units.

Dr Sonia Dickinson, the Advertising (Campaign Development) 391 course coordinator and a Senior Lecturer at Curtin, said the partnership started in July 2008 and will build in 2009 and onwards.

“Already the PADC is providing industry leaders to speak and deliver course content throughout the semester as well as internship opportunities for top students,” Dr Dickinson said.

“In 2009, the relationship will grow and PADC will provide client briefs and students will develop campaigns for local clients of affiliated PADC agencies.”

“This is a fantastic program and it means that the people that employ our students will have some input into what the students learn.”

Dr Dickinson said next year, the School of Marketing and the School of Design will join forces and will offer students the opportunity to enrol in an Advertising Master Class (Campaign Development).This is a campaign unit where only 15 – 20 selected School of Design and Marketing student are invited to participate.

“The students will respond to competition briefs provided by the International Advertising Association (IAA) and Advertising Federation of Australia (AFA) and work in teams with the combined skills of business and design students,” Dr Dickinson said.

“As part of the PADC partnership these students will also be engaged in agency visits, career and creativity mentoring. They will also judge the students’ pitches and provide internship to the top students.”

Contacts: Monique Billstein; PR Coordinator; Curtin: 08 9266 3353; 0401 103 018;

Modified: 19 August 2008

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