EU ComComs Education: variety is the spice of life

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EU ComComs Educationvariety is the spice of
life!

• Dominic Lyle

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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

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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

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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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1. NO TOP UNIS DEVOTED TO ADVERTISING
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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

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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)

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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

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2. NO SINGLE MODEL IN EU COMCOMS EDUCATION
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ACADEMIA-LED MODELS

• Top Business Schools
• Universities of Applied Sciences
• Research-orientated Universities
• Specialised Masters degrees

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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

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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

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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

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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

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INDUSTRY-LED MODELS

• IAA accreditation programme
• Agency Initiatives
• EACA National Associations Initiatives
• Miami AD School

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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

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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

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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

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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

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3. NEED TO REINFORCE ACADEMIA-INDUSTRY
PARTNERSHIP
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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

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What should graduates study?

• 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 work-sponsorship
  programs
• Pay graduates better