Download - Education for a new communications paradigm
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Education for a new communications paradigm
EACA Forum, 27th April 2007
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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
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Our world
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Source : Mediaedge:cia
Average hours per week media consumption EU
PrintInternet
Analogue TV
Digital TVAnalogue radio
Digital radioCinema
OutdoorWireless
Games
0
10
20
30
40
50
60
70
80
90
100
1900 1920 1940 1960 1980 2000 2020
A mostly digital media landscape
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The consumer’s media choices
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Sceptical consumers
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1990
So communications is evolving
USPs Same ATL and BTL -
stilladvertising-
focused
Central idea
Channel selection based on
merit
Communications platform
Channel mix to facilitate
interaction and engagement
Advertising-led
1995
Through-the-line
2000
Media-neutral
2006
Active Engagement
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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
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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
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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
Know Trial Occasional Most Often
Po
siti
veN
egat
ive
Behaviour
Att
itu
de
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Graduates need a basic understanding of…
• Marketing & communications• channels & audiences• strategy development• planning & consumer
measurement tools & techniques
• Maths/analytics• Financial concepts • Workflow management
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More importantly : skills & behaviours
• Passion for brands & communications
• Innovative & strategic thinking
• Personal initiative• Teamworking
• Leadership• Good communication
• Client responsiveness
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What kind of graduates do we hire?
Communications/marketing plus
• Arts, languages• Business studies
• Geography • History
• PPE• Psychology
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WPP Fellowship
• Annual graduate programme • Three 1-year rotations in
WPP companies • 7 selected each year • From 500+ applicants• Mostly Oxbridge/Harvard
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What should graduates be studying now?
• Reading, writing, arithmetic!• Active engagement• Interpersonal communication • Client-service organisations • How the industry really works• Global business realities
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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
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Thankyou!