Patrick “Oscar” Chilabato, an associate professor at the Johnson & Wales University College of Business, grew up in Newport and attended Providence College, where he received both a bachelor’s degree and an MBA.
Chilabato’s professional career includes marketing and advertising work in media, manufacturing, retail, advertising and public relations firms. He worked his way up to director of marketing and advertising at Apex, where he oversaw 17 employees. In 1998, he joined the faculty at Johnson & Wales University as an adjunct professor and was taken on full time a year later.
PBN: Prior to teaching at JWU, how long had you worked in the advertising industry?
CHILABATO: I worked in the advertising industry for 24 years, primarily on the client side but also in media sales, marketing, public relations and of course advertising for large national retailers, textile manufacturers and agencies. Today, I am a member of the National Executive Education Committee of the American Advertising Federation and the National Advertising Review Board.
PBN: How long have you taught at JWU and what are your biggest accomplishments during this tenure?
CHILABATO: I just finished my 20th year teaching and am very proud of the success of our JWU ADTEAM, who competes each year in the National Student Advertising Competition. We won the national championship for the first time last year and have won at the district level nine out of the last 11 years, competing against the most highly regarded programs in the country.
It is rewarding to see students grow and succeed during their time at Johnson & Wales before moving on to get jobs at some of the most prestigious advertising agencies in the industry, such as Hill Holliday, TBWA/Chiat/Day, Havas, Digitas, BBDO and others.
PBN: How does it feel to be named the American Advertising Federation 2018 Distinguished Advertising Educator?
CHILABATO: I am honored to be recognized. The judging panel included other professors, which makes it even more special to be chosen by your peers. I also feel a tremendous sense of gratitude toward those who have supported me and JWU’s advertising degree program throughout the years.
PBN: What do you wish more working professionals knew about the advertising industry and how it operates?
CHILABATO: The advertising industry has changed dramatically. Ad agencies do more than just create ads and purchase media for their clients. The new agency model includes knowing all aspects of their client’s business and developing unique strategies to help build their brand and meet business objectives. Digital and social media marketing will continue to dominate where consumers see and experience advertising, a fact that many marketers still don’t recognize.
PBN: As a professor, what is the most important thing you hope your students take away from your classes and participation in American Advertising Federation events?
CHILABATO: I hope students learned to question the conventional wisdom and apply critical thinking when developing advertising strategies. The NSAC is an excellent opportunity to learn firsthand about how to develop an advertising strategy for a major national brand. It’s a lot of work but totally worth it, especially when you come up with a winning strategy. I think students learn this and take that aspect of their experiential education with them after they graduate.
Emily Gowdey-Backus is a staff writer for PBN. You can follow her on Twitter @FlashGowdey or contact her via email, gowdey-backus@pbn.com.
