Promoting the value of cultural diversity in commercial

communications education

EFFCE ViennaMay 2009

Importance of Cross Cultural Training

• How important is cross cultural training as part of communications?

• Should ‘cultural’ training be part of degree courses?

• How do we define ‘cross-culture’?– Understanding the way other cultures

approach communication issues– International vs. local– Behaviours (consumer etc)

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The Context

WPP – where our business is tracking:

Business outside Europe & North America = 24% revenue30% (est) by 2014

Double digit year on gear growth in China/India/Latam

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Rise of new brands that have less local focus

• Fmcg brands – brand heritage, values and even name can vary by country

• Telco/tech – shorter time frames and are more homogenous and less geography specific

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Globalisation

Clients are consolidating – via acquisition and international expansion•Structuring locally/globally with decline in regional structures•Pattern of client expenditure is shifting to new markets•Consolidation across client/agency relationship–Global companies–Procurement/effectiveness•Budgets being concentrated in fewer clients

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Where is talent based?

Heidrick & Struggles – Global Talent Map (EIU data)•US/Europe remain markets where greatest pool of talent is nurtured and concentrated•% of overseas students in colleges and business schools increases year on year

•Europe is a talent hub, but increasingly this pool will migrate or return overseas

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