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The New Communications Paradigm: Preparing Graduates for a Digital Media Landscape

This presentation from the EACA Forum on April 27, 2007, explores the evolving communications paradigm and what agencies seek in new graduates. With media consumption shifting towards digital channels, the focus is on active engagement and understanding consumer behavior. It highlights essential skills for graduates, including strategic thinking, communication, and client responsiveness, while promoting stronger ties between academic institutions and the industry. Agencies are encouraged to enhance internship opportunities and improve graduate compensation.

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The New Communications Paradigm: Preparing Graduates for a Digital Media Landscape

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Presentation Transcript

  1. Education for a new communications paradigm EACA Forum, 27th April 2007

  2. 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

  3. Our world

  4. Average hours per week media consumption EU 100 90 Games 80 Wireless 70 Outdoor 60 Digital radio Cinema 50 Analogue radio Digital TV 40 30 Analogue TV 20 Internet 10 Print 0 1900 1920 1940 1960 1980 2000 2020 A mostly digital media landscape Source : Mediaedge:cia

  5. The consumer’s media choices

  6. Sceptical consumers

  7. So communications is evolving 2000 2006 1995 1990 Media-neutral Active Engagement Through-the-line Advertising-led Communications platform Channel mix to facilitate interaction and engagement Same ATL and BTL -stilladvertising-focused Central idea Channel selection based on merit USPs

  8. 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

  9. 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 Working from a communication platform is different

  10. 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 Know Trial Occasional Most Often Positive Attitude Negative

  11. Marketing & communications channels & audiences strategy development planning & consumer measurement tools & techniques Maths/analytics Financial concepts Workflow management Graduates need a basic understanding of…

  12. Passion for brands & communications Innovative & strategic thinking Personal initiative Teamworking Leadership Good communication Client responsiveness More importantly : skills & behaviours

  13. What kind of graduates do we hire? Communications/marketing plus • Arts, languages • Business studies • Geography • History • PPE • Psychology

  14. WPP Fellowship • Annual graduate programme • Three 1-year rotations in WPP companies • 7 selected each year • From 500+ applicants • Mostly Oxbridge/Harvard

  15. What should graduates be studying now? • Reading, writing, arithmetic! • Active engagement • Interpersonal communication • Client-service organisations • How the industry really works • Global business realities

  16. 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

  17. Thankyou!

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