Education for a new communications paradigm

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Education for a new communications paradigm

• EACA Forum, 27th April 2007

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In 10 minutes

• What is the new communications paradigm
• What we look for in graduates
• The graduates we currently hire
• What should graduates be studying
• What should agencies be doing

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Our world
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A mostly digital media landscape
Source Mediaedgecia
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The consumers media choices
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Consumers are ever more empowered
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Purchase pathways increasingly complex
Search Phase control
Reassurance
Peak fear period
Reviewing/ revising/ confirming product choice
Comparing prices/deals
Identification of product/service
Completing purchase
Delivery
Post-purchase evaluation
Comparing retailers/ suppliers
Search engines (Google, Ask.com)
Search engines (Google, Ask.com)
Search engines (Google, Ask.com)
Search engines (Google, Ask.com)
Search engines (Google, Ask.com)
Search engines (Google, Ask.com)
Search engines (Google, Ask.com)
Portals (Yahoo!, MSN)
Portals (Yahoo!, MSN)
Price comparison (Kelkoo, Ciao)
Review sites/blogs Expert opinions
Review sites/blogs Expert opinions
Review sites/blogs Expert opinions
Review sites/blogs Expert opinions
Review sites/blogs Expert opinions
Discussion boards
Discussion boards
Discussion boards
Discussion boards
Discussion boards
Retailer websites
Retailer websites
Retailer websites
Retailer websites
Retailer websites
Retailer websites
Retailer websites
Customer reviews on retailer sites
Customer reviews on retailer sites
Customer reviews on retailer sites
Customer reviews on retailer sites
Brand websites
Brand websites
Brand websites
Brand websites
Source Online barriers to purchasing (MEC)
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Sceptical consumers
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So communications is evolving
2000
2006
1995
1990
Media-neutral
Active Engagement
Through-the-line
Advertising-led
Communications platform Channel mix to facilitate
interaction and engagement
Same ATL and BTL -stilladvertising-focused
Central idea Channel selection based on merit
USPs
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Active Engagement changes the way we

• work
• ideas-driven strategic planning and disciplines
• new revenue models
• use communication channels
• accelerating those with consumer-brand
  interaction
• measure
• more rapid feedback
• optimise faster

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Working from a communication platform is different

• Increasingly target known individuals
• Understand what drives what to build a
  relationship
• Generating word of mouth from them is key
• Putting the tools into our consumers hands

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Planning becoming longer- and shorter-term

• 3-year strategies
• KPI dashboards to adjust en route
• Less about reach/frequency, more about
  effectiveness
• Behaviour and attitude changes will become KPIs

Behaviour
Know
Trial
Occasional
Most Often
Positive
Attitude
Negative
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Graduates need a basic understanding of

• Marketing communications
• channels audiences
• strategy development
• planning consumer measurement tools
  techniques
• Maths/analytics
• Financial concepts
• Workflow management

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More importantly skills behaviours

• Passion for brands communications
• Innovative strategic thinking
• Personal initiative
• Teamworking
• Leadership
• Good communication
• Client responsiveness

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What kind of graduates do we hire?

• Communications/marketing plus
• Arts, languages
• Business studies
• Geography
• History
• PPE
• Psychology

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WPP Fellowship

• Annual graduate programme
• Three 1-year rotations in WPP companies
• 7 selected each year
• From 500 applicants
• Mostly Oxbridge/Harvard

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What should graduates be studying now?

• Reading, writing, arithmetic!
• Active engagement
• Interpersonal communication
• Client-service organisations
• How the industry really works
• Global business realities

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Agencies need to

• Engage more with universities colleges
• Promote the industry to the wider public
• current perceptions not always positive
• Provide stronger internship and work-sponsorship
  programmes
• Pay graduates better

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Thankyou!