Program Advisory Committees (PAC) at Centennial play a crucial role in providing programs with insight into various industries. During PAC meetings, members can address changes they’ve noticed within their given industry and highlight future trends, all with the goal to keep each program’s curriculum as relevant and effective as possible. Because of this, students can engage with up-to-date material throughout their program and graduate as confident professionals.
Meet PAC member: Robert DaSilva
Q. Tell us about the company you are working for or the business you started and your role there:
I started my career at a full-service advertising agency in the media department as a junior supporting the planning department. I then moved into the media buying space, developing my broadcast negotiation skills. I eventually made it to management, leveraging the agency's functions to deliver solutions for our clients. From there, I decided to switch gears and move over to the client-side, where I'm currently working in the marketing space in strategic sourcing.
Q. How long have you been in the industry you are in and how did you get started?
I've been in the industry for 25+ years, and I started at a full-service agency supporting the media planning teams.
Q. What do you enjoy about being a member of a PAC at the School of Communications, Media, Arts and Design?
I enjoy collaborating with the committee members, providing insights on keeping our initiatives relevant and on point, planning content-rich events for the students, and, most importantly, giving back to the next generation of upcoming media professionals.
Q. What are your thoughts about the current state of the industry you are in? Do you project any changes and/or what do you see as the future of your industry?
It's an exciting industry, and it's constantly changing. I see advertisers moving more of their business in-house and relying on their agencies for more strategic thought leadership. If we roll the clock back ten years, advertisers relied heavily on their agencies to provide strategy and execution. It will be interesting to see how much of the functions are pulled away from the agencies to in-house media departments.
Q. What advice would you give to someone interested in pursuing a career in the industry you are in?
Ask questions not only internally but externally. Clients want to know that the teams supporting their business are interested in what they do. Move through the industry not with a job mindset but a career mindset. Show your strategic thinking and lean in and participate in discussions to drive solutions for your clients, media partners, teams, and industry.
Q. In your view, how do the program(s) you advise help prepare graduates to enter the industry and make a difference?
We stay on top of what's relevant in the industry now and next. We collaborate with PAC industry leaders to design and execute events that are content-rich and timely to help students become job-ready.
Q. Any final words of wisdom you would like to share with readers?
Ask questions, lean in, participate in discussions, and show your interest. Perception is everything.