Rein­vent­ing cre­ativ­ity

McCann Erick­son cre­ates a link be­tween stu­dents and ad­ver­tis­ing in­dus­try pro­fes­sion­als.

HWM (Malaysia) - - REPORT -

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.

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