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

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

The consumer’s media choices

Sceptical consumers

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

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

Know Trial Occasional Most Often

Po

siti

veN

egat

ive

Behaviour

Att

itu

de

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!