Finweek English Edition - - ADVERTISING&MARKETING -

of pay is a se­ri­ous worry, agen­cies need also to in­tro­duce a more se­ri­ous ap­proach to the devel­op­ment of hu­man re­sources, says Vega School “nav­i­ga­tor” Gor­don Cook. “The ‘sink or swim’ strat­egy so many agen­cies have adopted in the past – with con­sid­er­able suc­cess, it must be said – no longer works. Agen­cies have got to be­come more nur­tur­ing.

“It’s got to the point where we al­most need to run a ma­jor in­for­ma­tion and ed­u­ca­tion cam­paign tar­get­ing stu­dent bod­ies about the ben­e­fits of work­ing in ad­ver­tis­ing. But it’s equally im­por­tant to make agen­cies re­alise that what they of­fer is no longer at­trac­tive to young, tal­ented peo­ple.

“The word on the street is that young­sters don’t re­gard ad­ver­tis­ing as a ca­reer. That’s a short-term in­ter­lude. But for some­thing to be dig­ni­fied as a ca­reer they ex­pect em­ploy­ers to take it as se­ri­ously as they do. Ad agen­cies aren’t of­fer­ing the ben­e­fits of the client side. Very lit­tle per­sonal devel­op­ment takes place within ad agen­cies.

“It’s a real prob­lem. Young­sters in agen­cies hear from tal­ented friends about the on­go­ing train­ing and devel­op­ment in the client com­pa­nies and the bet­ter work­ing en­vi­ron­ment and they turn away from the agency ca­reer route. We have to re­visit the model. We need a whole new mind­set. Peo­ple to­day ex­pect proper ca­reer devel­op­ment in the com­pa­nies they work for. I hes­i­tate to use the word cri­sis but it’s close to that.”


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