Catharine Ozols Professor, Advertising Program Project Manager Strategic Planning Media Buying Direct Marketing Project Manager Facilitator, Mohawk’s Learning Excellence Project Former Program Coordinator, Advertising Program Past President, Advertising Educators’ Association of Canada (AEAC)

Best things about media career Creativity & diversity Solving problems Social aspects Job satisfaction Challenging and fast paced nature of work People, partnerships, team environment Prove worth - pay increases - opportunities

Attract the best and the brightest? Promote: the profession availability of opportunities Position as a creative career. Better starting salary. Work closely with colleges.

Motivate and inspire to stay? Celebrate the profession, status. Highlight creativity & contribution. Create a learning environment. More exposure to the wide world of media for juniors Numbed by numbers & drudgery Pigeon holed Professional development planning Recognition of long hours. Pay juniors better.

Keep employees/Manage turnover Be proactive – reward loyalty Generate in-house talent Encourage professional development Provide recognition and responsibility Allow for flexible schedules Promote a team environment Build in redundancy Pay staff what they are worth

How can colleges help? Partner with industry Advertising Educators’ Association of Canada (AEAC) Training Post-graduate programs Continuing education and on-line courses

Worst things about media career Long hours* Low pay Repetitive work Lack of respect/understanding Time starved media shops Numbers replace creativity Numbers in general *doesn’t have to be a negative

Move around? Mixed reviews Keep learning Recognition Loyalty not rewarded Find the right boss “After one year in media, I was offered an $8,000 raise to move … own agency offered $1,500.”

“I would have been willing to work the long hours for a few years if I’d made enough money to live on. You can require a lot from your employees if they think they are making close to what they are worth. My 55 hour weeks were worth more than $23.0M. The industry is great. The people are hard working and I learned a lot. I don’t regret my time in media but I wish there had been more incentive to stay.”