McCann Erickson creates a link between students and advertising industry professionals.
McCann Erickson signed a Memorandum of Understanding with Saito College to foster progression of Malaysia’s upcoming creators and innovators, as part of the McCann Next initiative, which serves as a platform that connects students and the global advertising agency.
With the help of McCann experts, the students will able to work together to co-create and push the envelope of creativity and innovation. 60 students from Saito are expected to be a part of the McCann Next community.
The initiative enhances Saito College’s two and a half year courses, indicating that the students will have deeper knowledge about the workforce upon graduating. Through workshops and speeches, students will be able to gain important insight. Sean Sim, CEO of McCann Erickson (Malaysia) Sdn Bhd, stated that the younger generation are not aware of the benefits that come with working alongside experienced professionals despite their enthusiasm to become entrepreneurs.
Sim also commented that the advertising industry is always stepping up their innovation game. It appreciates original ideas, and commends the younger generation’s drive to transcend creativity. McCann Erickson also hopes to collaborate with more colleges, universities and schools to further develop the initiative.
The project originated from APAC in Japan as a regional initiative called McCann Millennials. Notable innovations, such as an artificial intelligence creative director and a mindfulness meditation robot, have been co-created, thanks to this initiative. It was very well received in Japan and will be introduced to other nations in the future.