EU ComComs Education: variety is the spice of life - PowerPoint PPT Presentation


Title: EU ComComs Education: variety is the spice of life


1
EU ComComs Educationvariety is the spice of
life!
  • Dominic Lyle

2
What kind of students do agencies hire?
  • Communications / marketing plus
  • Arts, languages
  • Business studies
  • Geography
  • History
  • PPE
  • Psychology
  • Frances ONeil
  • Managing Director
  • Global Solutions Office
  • Mediaedge cia

3
What kind of students do agencies hire?
  • Finance and Business
  • Economics
  • Evolutionary Science
  • Neuroscience
  • Anthropology
  • Psychoanalysis
  • Semiotics and Linguistics
  • Discourse Analysis
  • Narrative Structure
  • Oh, and.
  • .Marketing Communications
  • Mike Longhurst
  • Senior Vice President
  • McCann Erickson

4
Graduates need a basic understanding of
  • Marketing communications
  • channels audiences
  • strategy development
  • planning consumer measurement tools
    techniques
  • Maths/analytics
  • Financial concepts
  • Workflow management

5
More importantly skills behaviours
  • Passion for brands communications
  • Innovative strategic thinking
  • Personal initiative
  • Teamworking
  • Leadership
  • Good communication
  • Client responsiveness

6
1. NO TOP UNIS DEVOTED TO ADVERTISING
7
The UK reality
  • Only 12/96 recognised universities offer a degree
    course which contains Advertising
  • Total courses offered is 53, of which none is
    solus Advertising
  • Only 2 are ranked in the top 60 universities
  • UK Graduate intake
  • 53 from top 10 Unis
  • 92 from top 20
  • 13 studied advertising-related subject
  • Very few decided early that Advertising is what
    they wanted to do

8
Dual system in France
  • Highly selective schools
  • Grandes Ecoles
  • Ecoles de Commerce
  • Sciences Politiques
  • Recognised Masters degrees in universities
  • Recognised Ecoles darts appliqués for creative
    profiles
  • Technical schools/Universities of Applied
    sciences
  • Ecole Supérieure de Publicité (ESP)

9
Implications
  • Design of ComComs education is complex in Europe
  • Current trend graduates have a vastly better
    chance of being taken on by an agency graduate
    trainee scheme if they
  • Went to a top Uni/School
  • Studied an academic subject, not Advertising
  • EU differs from US
  • No recognised Unis entirely devoted to
    Advertising
  • Need to raise awareness of the European ComComs
    education offer

10
2. NO SINGLE MODEL IN EU COMCOMS EDUCATION
11
ACADEMIA-LED MODELS
  • Top Business Schools
  • Universities of Applied Sciences
  • Research-orientated Universities
  • Specialised Masters degrees

12
Top Business Schools
  • Deliver mainly 5-year Diplomas
  • Highly selective /International reputations
  • Train economic elite
  • Offer degree courses containing Advertising
  • Close connections with industry network
  • Highly developed alumni networks
  • Austria Vienna University of Economics and
    Business
  • Finland Helsinki School of Economics
  • France HEC, ESSEC, ESCP, EM Lyon, EDHEC
  • Hungary Corvinus University (Budapest)
  • Italy University Bocconi (Milan)
  • Spain ESADE (Barcelona)
  • UK London School of Economics, Oxbridge, LSE

13
Universities of Applied Sciences
  • Deliver 2-3 year Diplomas in some cases 5-year
    ones
  • Practical-oriented teaching
  • Competence-based education to provide
    professional skills and enable graduates to be
    immediately operational
  • Direct contact with the professional world
  • Belgium EPHEC, Hogeschool Gent
  • Austria Werbe Akademie
  • France ESP
  • Netherlands Hogeschool Utrecht

14
Research-orientated Universities
  • University of Navarra, School of Communication
  • Research laboratories/publications
  • Professors belong to foremost international
    associations
  • the World Association for Public Opinion Research
    (WAPOR)
  • the European Communication Research Education
    Association (ECREA)
  • the International Association for Media and
    Communication Research (IAMCR)
  • Leads the field in terms of doctoral theses
    awarded
  • Approximately 200 theses, on all aspects of the
    media and communication, have been presented and
    academically approved since 1979

15
Specialised Masters degrees
  • Highly-selective
  • min 3-year diplomas and an academic background in
    another area
  • Train executives in advertising
  • academics and professionals
  • Teaching methods include case studies,
    lecture/discussions, team projects, simulation
    exercises and independent studies
  • Close connections to companies, traineeship and
    job offers
  • France CELSA
  • School of Higher Studies in the Information and
    Communication Sciences, Paris IV, Paris II
    Masters in Marketing and Communication

16
INDUSTRY-LED MODELS
  • IAA accreditation programme
  • Agency Initiatives
  • EACA National Associations Initiatives
  • Miami AD School

17
IAA accreditation programme
  • Education platform/professional development
    programmes
  • Accreditation program/57 accredited institutes
  • IAA Diploma in Marketing Communications
  • Marketing/advertising research
  • How to run an integrated marketing communications
    campaign
  • Principles of media/merchandising PR
  • E-marketing strategies
  • The Diploma provides a sound platform for future
    careers in the marketing, branding and
    communications industry

18
Agency Initiatives
  • BBDO University
  • Headquartered in Barcelona
  • Run Client Training, local Agency Workshops and
    external collaborations across the world
  • New on-line Campus to improve the University
    experience
  • Distance learning Advertising Strategy
  • WPP Fellowships
  • Multi-disciplinary approach
  • Three one-year rotations through WPP companies
  • Senior mentor assigned to provide career guidance
  • Highly selective (7/500)
  • Mostly Oxbridge/Harvard

19
National Agency Association Initiatives
  • France
  • Supports Paris II Masters in Marketing and
    Communication, recognised as best Masters in
    ComComs
  • Germany
  • Organises a Junior Agency Competition
  • Runs GWA Business Academy
  • UK
  • Has created a Continuous Professional
    Development scheme
  • Offers services to increase graduates
    professional insertion
  • IPA Jobs online
  • Students CVs

20
Miami AdSchool
It is relatively new in Madrid and handled by the
ex-Contrapunto Executive Creative Director, Ana
Hidalgo. It's getting there slowly but yes, their
reputation is good.
  • Xavier Oliver
  • EFCCE President
  • Specificities
  • No academic courses
  • No exercises
  • Only professionals come to class
  • Professional insertion
  • Big twice-yearly Portfolio Reviews
  • School has a Job placement Office and receives
    over 400 inquiries/year
  • Miami Ad school / Portfolio password protected
    website, companies by invitation or request can
    view graduates on-line portfolios
  • Partnerships
  • Saatchi in London
  • Lowe in Stockholm
  • Carmichael Lynch in Minneapolis
  • Crispin Porter Bogusky in Miami

21
3. NEED TO REINFORCE ACADEMIA-INDUSTRY
PARTNERSHIP
22
EFCCE Aims
  • Promote excellence in ComComs education
    research
  • Raise awareness of the European ComComs education
    offer from academic partners members of the
    network
  • Enhance communication and co-operation between
    the European ComComs sector academic partners
  • Promote knwoledge and understanding of innovative
    advertising and commmunication techniques

23
What should graduates study?
  • Reading, writing, arithmetic!
  • Active engagement
  • Interpersonal communication
  • Client-service organisations
  • How the industry really works
  • Global business realities

24
Agencies need to
  • Engage more with universities colleges
  • Promote the industry to the wider public
  • Current perceptions not always positive
  • Provide stronger internship work-sponsorship
    programs
  • Pay graduates better
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EU ComComs Education: variety is the spice of life

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1. NO TOP UNIS DEVOTED TO ADVERTISING ... IPA Jobs online. Student's CVs. National Agency Association Initiatives. Specificities ... – PowerPoint PPT presentation

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Title: EU ComComs Education: variety is the spice of life


1
EU ComComs Educationvariety is the spice of
life!
  • Dominic Lyle

2
What kind of students do agencies hire?
  • Communications / marketing plus
  • Arts, languages
  • Business studies
  • Geography
  • History
  • PPE
  • Psychology
  • Frances ONeil
  • Managing Director
  • Global Solutions Office
  • Mediaedge cia

3
What kind of students do agencies hire?
  • Finance and Business
  • Economics
  • Evolutionary Science
  • Neuroscience
  • Anthropology
  • Psychoanalysis
  • Semiotics and Linguistics
  • Discourse Analysis
  • Narrative Structure
  • Oh, and.
  • .Marketing Communications
  • Mike Longhurst
  • Senior Vice President
  • McCann Erickson

4
Graduates need a basic understanding of
  • Marketing communications
  • channels audiences
  • strategy development
  • planning consumer measurement tools
    techniques
  • Maths/analytics
  • Financial concepts
  • Workflow management

5
More importantly skills behaviours
  • Passion for brands communications
  • Innovative strategic thinking
  • Personal initiative
  • Teamworking
  • Leadership
  • Good communication
  • Client responsiveness

6
1. NO TOP UNIS DEVOTED TO ADVERTISING
7
The UK reality
  • Only 12/96 recognised universities offer a degree
    course which contains Advertising
  • Total courses offered is 53, of which none is
    solus Advertising
  • Only 2 are ranked in the top 60 universities
  • UK Graduate intake
  • 53 from top 10 Unis
  • 92 from top 20
  • 13 studied advertising-related subject
  • Very few decided early that Advertising is what
    they wanted to do

8
Dual system in France
  • Highly selective schools
  • Grandes Ecoles
  • Ecoles de Commerce
  • Sciences Politiques
  • Recognised Masters degrees in universities
  • Recognised Ecoles darts appliqués for creative
    profiles
  • Technical schools/Universities of Applied
    sciences
  • Ecole Supérieure de Publicité (ESP)

9
Implications
  • Design of ComComs education is complex in Europe
  • Current trend graduates have a vastly better
    chance of being taken on by an agency graduate
    trainee scheme if they
  • Went to a top Uni/School
  • Studied an academic subject, not Advertising
  • EU differs from US
  • No recognised Unis entirely devoted to
    Advertising
  • Need to raise awareness of the European ComComs
    education offer

10
2. NO SINGLE MODEL IN EU COMCOMS EDUCATION
11
ACADEMIA-LED MODELS
  • Top Business Schools
  • Universities of Applied Sciences
  • Research-orientated Universities
  • Specialised Masters degrees

12
Top Business Schools
  • Deliver mainly 5-year Diplomas
  • Highly selective /International reputations
  • Train economic elite
  • Offer degree courses containing Advertising
  • Close connections with industry network
  • Highly developed alumni networks
  • Austria Vienna University of Economics and
    Business
  • Finland Helsinki School of Economics
  • France HEC, ESSEC, ESCP, EM Lyon, EDHEC
  • Hungary Corvinus University (Budapest)
  • Italy University Bocconi (Milan)
  • Spain ESADE (Barcelona)
  • UK London School of Economics, Oxbridge, LSE

13
Universities of Applied Sciences
  • Deliver 2-3 year Diplomas in some cases 5-year
    ones
  • Practical-oriented teaching
  • Competence-based education to provide
    professional skills and enable graduates to be
    immediately operational
  • Direct contact with the professional world
  • Belgium EPHEC, Hogeschool Gent
  • Austria Werbe Akademie
  • France ESP
  • Netherlands Hogeschool Utrecht

14
Research-orientated Universities
  • University of Navarra, School of Communication
  • Research laboratories/publications
  • Professors belong to foremost international
    associations
  • the World Association for Public Opinion Research
    (WAPOR)
  • the European Communication Research Education
    Association (ECREA)
  • the International Association for Media and
    Communication Research (IAMCR)
  • Leads the field in terms of doctoral theses
    awarded
  • Approximately 200 theses, on all aspects of the
    media and communication, have been presented and
    academically approved since 1979

15
Specialised Masters degrees
  • Highly-selective
  • min 3-year diplomas and an academic background in
    another area
  • Train executives in advertising
  • academics and professionals
  • Teaching methods include case studies,
    lecture/discussions, team projects, simulation
    exercises and independent studies
  • Close connections to companies, traineeship and
    job offers
  • France CELSA
  • School of Higher Studies in the Information and
    Communication Sciences, Paris IV, Paris II
    Masters in Marketing and Communication

16
INDUSTRY-LED MODELS
  • IAA accreditation programme
  • Agency Initiatives
  • EACA National Associations Initiatives
  • Miami AD School

17
IAA accreditation programme
  • Education platform/professional development
    programmes
  • Accreditation program/57 accredited institutes
  • IAA Diploma in Marketing Communications
  • Marketing/advertising research
  • How to run an integrated marketing communications
    campaign
  • Principles of media/merchandising PR
  • E-marketing strategies
  • The Diploma provides a sound platform for future
    careers in the marketing, branding and
    communications industry

18
Agency Initiatives
  • BBDO University
  • Headquartered in Barcelona
  • Run Client Training, local Agency Workshops and
    external collaborations across the world
  • New on-line Campus to improve the University
    experience
  • Distance learning Advertising Strategy
  • WPP Fellowships
  • Multi-disciplinary approach
  • Three one-year rotations through WPP companies
  • Senior mentor assigned to provide career guidance
  • Highly selective (7/500)
  • Mostly Oxbridge/Harvard

19
National Agency Association Initiatives
  • France
  • Supports Paris II Masters in Marketing and
    Communication, recognised as best Masters in
    ComComs
  • Germany
  • Organises a Junior Agency Competition
  • Runs GWA Business Academy
  • UK
  • Has created a Continuous Professional
    Development scheme
  • Offers services to increase graduates
    professional insertion
  • IPA Jobs online
  • Students CVs

20
Miami AdSchool
It is relatively new in Madrid and handled by the
ex-Contrapunto Executive Creative Director, Ana
Hidalgo. It's getting there slowly but yes, their
reputation is good.
  • Xavier Oliver
  • EFCCE President
  • Specificities
  • No academic courses
  • No exercises
  • Only professionals come to class
  • Professional insertion
  • Big twice-yearly Portfolio Reviews
  • School has a Job placement Office and receives
    over 400 inquiries/year
  • Miami Ad school / Portfolio password protected
    website, companies by invitation or request can
    view graduates on-line portfolios
  • Partnerships
  • Saatchi in London
  • Lowe in Stockholm
  • Carmichael Lynch in Minneapolis
  • Crispin Porter Bogusky in Miami

21
3. NEED TO REINFORCE ACADEMIA-INDUSTRY
PARTNERSHIP
22
EFCCE Aims
  • Promote excellence in ComComs education
    research
  • Raise awareness of the European ComComs education
    offer from academic partners members of the
    network
  • Enhance communication and co-operation between
    the European ComComs sector academic partners
  • Promote knwoledge and understanding of innovative
    advertising and commmunication techniques

23
What should graduates study?
  • Reading, writing, arithmetic!
  • Active engagement
  • Interpersonal communication
  • Client-service organisations
  • How the industry really works
  • Global business realities

24
Agencies need to
  • Engage more with universities colleges
  • Promote the industry to the wider public
  • Current perceptions not always positive
  • Provide stronger internship work-sponsorship
    programs
  • Pay graduates better
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