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Creative Advertising

Creative Advertising

Program Code:CAB
Duration:4 Semesters (2 Years)
Credential Awarded:Ontario College Diploma

Program Description

As a Creative Advertising (CAB) student, you are exposed to the different aspects of advertising communications from strategic planning, concept development, digital and social media content development/ management, copywriting, art direction, account management and applied research or public relations, and that’s only the basics.

Each semester offers a "building block" process with fundamentals and "real life" experiences delivered with advertising agency partners to nurture and inspire the student to a successful career in advertising and related industries.

Throughout each semester you develop and present a few full-fledged ad campaigns, from "live" briefs to "real clients", all with the goal of developing your personal skills portfolio required for entry into the industry.

In the first year, you understand the foundations of advertising communications processes. You begin to learn the fundamentals of traditional media and digital content, the who's who, who's doing what and who you want to work with after graduation. You are introduced to the crème de la crème of the industry and are thoroughly infected by the advertising bug.

The program's second year helps you get your wings. Literally. The content of subjects becomes highly specialized for career development and goals: from portfolio development, personal branding, digital and mobile planning, business and creative streaming to an industry internship. In addition, the program offers an opportunity to travel to New York for Advertising Week. You become part of the advertising industry with agency tours, meet with the industry leaders and begin the challenge of marketing yourself.

There’s no looking back. You study, learn, apply, intern and you graduate. As a Creative Advertising graduate you can join advertising agencies, digital and social media agencies, corporate advertising departments and related marketing and communications fields. You take your pick.

This program is a perfect fit if you are a creative thinker, strong-willed and extremely dedicated with a deep imagination, superior writing and interpersonal skills and a deep passion for learning.

Joint Program with York University

Program Code: CABY

Seneca College and York University offer a joint program which allows students to earn a Seneca diploma in Creative Advertising and a York University Bachelor of Arts degree. This program is for students who have completed two years of a B.A. program or three years of an honours B.A. program at York University. Information on the joint program may be obtained from the Advising Centre, Faculty of Arts, York University or from the Admissions Office, Seneca College.

Program Description

The Creative Advertising program has an incredible reputation for winning "Creative" and "Integrated Communication" awards. Our students have the opportunity to compete in national student competitions. Over the past eight years our program has won gold, silver and bronze awards in the Advertising Educators Association of Canada Student Competition, The Grip Limited Juicer and the Cossette Communication Grow-Op competitions. These have students competing against other colleges given client briefs to solve "real world" advertising problems.

Alumni of the program have gone on to international advertising awards that include the Cannes Lion Advertising Festival, The One Show, The Advertising and Design Club of Canada, Marketing Magazine, Art Directors Club of New York, CASSIES Awards, Clio Awards, New York Festivals and London International Awards to name just a few. In addition, in the past 11 years a Seneca Creative Advertising Alumni have won a "Gold" Cannes Young Lion award that ultimately sends them to Cannes, France to compete on a world stage with other "under 30" creative thinkers.

Admission Requirements

Program Eligibility:

  • Ontario Secondary School Diploma (OSSD) or equivalent with:
    • Grade 12 English: ENG4(U) or ENG4(C)
  • OR Mature Student Status (age 19 or older) with required course(s), their equivalent(s), or appropriate Academic and Career Entrance (ACE) Certificate program credits (see Academic Upgrading).

Additional Requirements:

  • Applicant profile and writing sample may be requested

Applicant Selection:

  • If you are required to present an applicant profile and writing sample, you will be contacted by mail with details on what to include, and where and how to submit your profile.
  • Applicants are selected for this program based on academic performance in Grade 12 English.


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Your Career

From the early days of the "Golden Age" of advertising created on Madison Avenue to today's global "Digital Revolution", this two-year diploma program was created with the primary purpose of developing professional advertising communication skills required for a successful career in an ever changing and growing industry.

Upon graduation you may find yourself working as an advertising copywriter, social media curator, digital content or community manager, account executive, strategic planner, media buyer or planner, or marketing communications co-ordinator within advertising, marketing, promotion or public relations agencies.

Transfer Pathways

Through transfer agreements and institution partnerships, graduates of this Seneca College program may be eligible for credit at the following post-secondary institution(s):


University/CollegeDegrees Available
Tyndale University College• Bachelor of Arts (Business Administration, Business Administration – Co-op, Business Administration – Health & Human Services, Business Administration – International Development)
York University• Any relevant degree or major


University/CollegeDegrees Available
University of Ontario Institute of Technology• Bachelor of Arts (BA) (Honours) in Communication and Digital Media Studies – Pathway
Wilfrid Laurier University• Honours Bachelor of Arts


University/CollegeDegrees Available
Athabasca University• Bachelor of Professional Arts in Communication Studies
Royal Roads University• Bachelor of Arts in Professional Communication


University/CollegeDegrees Available
Griffith University• Bachelor of Business, Marketing major or Bachelor of Public Relations and Communication


  • Advertising and Design Club of Canada (ADCC)
  • Advertising Educators Association of Canada (AEAC)
  • Art Directors Club of New York
  • One Club (New York)

Important Academic Dates

Please take a few moments to view Important Academic Dates for your relevant term.


Please select the curriculum from the Academic Year in which you started (or will be starting) your studies. An Academic Year begins in September and ends in August of the following year.

2015/2016 Academic Year

Semester 1
Advertising Insights
Introduction to Advertising Design and Layout
Marketing Skills and Insights
Introduction to Copywriting
Advertising Principles and Practices
Introduction: Integrated Marketing and Communication
College English
Introduction to Seneca Studies
Perception and Communication
Semester 2
Integrated Marketing Communications II
Desktop Publishing I
Advertising Media Planning
Copywriting for Broadcast Media
Introduction to Advertising Research
Business Communication for the Digital Workplace
Advertising Campaign Concept Development
General Education Option
Semester 3
Your Career Stream
Desktop Publishing II
Interactive and Integrated Media I
Advertising Concept Development II* or
Applied Advertising Campaign Research**
Advertising Campaign Planning
Advanced Copywriting Skills* or
Public Relations The Profession and Practice**
Copywriting for Direct Response Advertising
General Education Option
Semester 4
Visual Communication II* or
Account Management**
Creative Portfolio Workshop* or
Advanced Media Planning**
Interactive and Integrated Media II* or
Public Relations and Event Planning**
Advertising: Concept Development and Strategic Executions
Your Career Launch
Creative Development - Direct Response* or
Business Management - Direct Response**
Field Placement/Independent Project
General Education Option

* Students select these for Creative Career stream.
** Students select these for Business Career stream.

Streaming is subject to enrolment. Students are required to make “stream” selection by week 8 of the third semester.

2014/2015 Academic Year

Semester 1 Course Name Hrs/Wk
CAB001 Advertising Insights 2
CAB115 Introduction to Advertising Design and Layout 3
CAB137 Effective Communication and Presentation 3
CAB162 Introduction to Copywriting 3
CAB180 Advertising Principles and Practices 2
CAB190 Introduction: Integrated Marketing and Communication 3
EAC150 College English 3
PSY204 Perception and Communication 3
Semester 2 Course Name Hrs/Wk
CAB200 Desktop Publishing I 3
CAB214 Advertising Campaign Concept Development 4
CAB240 Advertising Media Planning 3
CAB270 Integrated Marketing Communications II 2
CAB282 Copywriting for Broadcast Media 3
CAB290 Introduction to Advertising Research 3
EAC594 Business Communication for the Digital Workplace 3
XXXXXX General Education Option 3
Semester 3 Course Name Hrs/Wk
CAB003 Your Career Stream 4
CAB300 Desktop Publishing II 3
CAB312 Interactive and Integrated Media I 3
CAB315* or
Advertising Concept Development II or
Applied Advertising Campaign Research
CAB328 Advertising Campaign Planning 3
CAB342 * or
CAB399 **
Advanced Copywriting Skills or
Public Relations the Profession and Practice
CAB352 Copywriting for Direct Response Advertising 2
XXXXXX General Education Option 3
Semester 4 Course Name Hrs/Wk

CAB402* or

Creative Portfolio Workshop or
Advanced Media Planning
CAB414* or
Interactive and Integrated Media II or
Public Relations and Event Planning
CAB425* or
Visual Communication II or
Account Management


Advertising: Concept Development and Strategic Executions 3
CAB450 Your Career Launch 2
CAB482* or
Creative Development - Direct Response or
Business Management - Direct Response
FPL408 Field Placement/Independent Project
XXXXXX General Education Option 3

* Students select these for Creative Career stream.
** Students select these for Business Career stream.

Streaming is subject to enrolment. Students are required to make “stream” selection by week 8 of the third semester.

Contact Us

Admissions Advisors:
Domestic Admissions Advisor: (416) 491-5050 Ext. 22840
International Admissions Advisor: Sarah Lee
(416) 491-5050 Ext. 22489
Registration & Records Advisor:
  Marc Combetto
(416) 491-5050 Ext. 77435
Program Contacts:
Student Advisor: Izabela Loranty
(416) 491-5050 Ext. 77547
Program Coordinator: Anthony Kalamut
(416) 491-5050 Ext. 77219
Program Chair: Michael Hobeck
(416) 491-5050 Ext. 77459
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Creative Advertising

Professor/Program Co-ordinator Anthony Kalamut talks about Seneca's Creative Advertising program and how it prepares students for their careers. Video