Transcript Slide 1
Education for a new communications paradigm EACA Forum, 27th April 2007 In 10 minutes… • • • • • What is the new communications paradigm What we look for in graduates The graduates we currently hire What should graduates be studying What should agencies be doing Our world A mostly digital media landscape Average hours per week media consumption EU 100 90 Games 80 Wireless 70 Outdoor 60 Digital radio Cinema 50 Analogue radio 40 30 Digital TV Analogue TV 20 Internet 10 Print 0 1900 1920 1940 1960 1980 Source : Mediaedge:cia 2000 2020 The consumer’s media choices Sceptical consumers So communications is evolving 1990 Advertising-led USPs 1995 2000 Through-the-line Media-neutral Same ATL and BTL -still advertising-focused Central idea Channel selection based on merit 2006 Active Engagement Communications platform Channel mix to facilitate interaction and engagement Active Engagement changes the way we… • work • ideas-driven strategic planning and disciplines • new revenue models • use communication channels • accelerating those with consumer-brand interaction • measure • more rapid feedback • optimise faster Working from a communication platform is different • Increasingly target known individuals • Understand ‘what drives what’ to build a relationship • Generating word of mouth from them is key • Putting the tools into our consumers’ hands Planning becoming longer- and shorter-term 3-year strategies KPI dashboards to adjust en route Less about reach/frequency, more about effectiveness Behaviour and attitude changes will become KPIs Behaviour Negative Positive Know Attitude • • • • Trial Occasional Most Often Graduates need a basic understanding of… • Marketing & communications • channels & audiences • strategy development • planning & consumer measurement tools & techniques • Maths/analytics • Financial concepts • Workflow management More importantly : skills & behaviours • Passion for brands & communications • Innovative & strategic thinking • Personal initiative • Teamworking • Leadership • Good communication • Client responsiveness What kind of graduates do we hire? Communications/marketing plus • Arts, languages • Business studies • Geography • History • PPE • Psychology WPP Fellowship • Annual graduate programme • Three 1-year rotations in WPP companies • 7 selected each year • From 500+ applicants • Mostly Oxbridge/Harvard What should graduates be studying now? • • • • • • Reading, writing, arithmetic! Active engagement Interpersonal communication Client-service organisations How the industry really works Global business realities Agencies need to • Engage more with universities & colleges • Promote the industry to the wider public • current perceptions not always positive • Provide stronger internship and work-sponsorship programmes • Pay graduates better Thankyou!