Grad sees ad biz through fresh eyes

An ambitious young aspiring agency creative is on a mission to open a dialogue among Canada's advertising creative community via the Web.
This spring, Ignacio Oreamuno - a relative newcomer to Canada, having moved here two years ago from Costa Rica to study advertising - launched ihaveanidea.org, a Web site targeted at the Canadian advertising community to promote 'intellectual growth and self-analysis.' The non-profit project to rally the advertising community has now garnered the rookie a finalist nomination at the third annual Canadian New Media Awards in the Graduate of the Year category.

An ambitious young aspiring agency creative is on a mission to open a dialogue among Canada’s advertising creative community via the Web.

This spring, Ignacio Oreamuno – a relative newcomer to Canada, having moved here two years ago from Costa Rica to study advertising – launched ihaveanidea.org, a Web site targeted at the Canadian advertising community to promote ‘intellectual growth and self-analysis.’ The non-profit project to rally the advertising community has now garnered the rookie a finalist nomination at the third annual Canadian New Media Awards in the Graduate of the Year category.

‘I was surprised at the amount of creative talent Canada has, but [internationally] you never hear about Canadian advertising. We don’t have the resources that the U.S. has, but we need to somehow progress as an industry,’ says Oreamuno. ‘I want to make a pool of knowledge on the Web and make it interactive so everyone can share a bit of their brain and know-how. That’s where our competitive advantage is here.’

The site features interviews from top creatives, advertising articles from various sources, a student work showcase, a forum for discussion and ad-critique section. He is also currently partnering with an as-yet unnamed Toronto recruiting company to set up a job portal – strictly of creative and media positions.

‘[In interviews with top creatives] I don’t ask about the agency or their clients. I ask about how they got where they are; what some of the lessons they’ve learned have been; and whether or not we have a distinct Canadian advertising industry.’

While Oreamuno won’t reveal the number of unique visitors, he says he has received more positive comments from foreigners than from Canadians thus far.

On a much larger scale, New York-based consulting agency Interbrand, owned by the Omnicom Group, last month introduced www.Brandchannel.com. Described as an online international exchange on the subject of branding, the site offers content including articles, reading lists, jobs and profiles of brands, as well as a debate section – all of which are designed to ultimately encourage people in the industry to challenge and learn from one another.