1. 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)

2. 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

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

4. 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.

5. 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

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

7. 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

8. 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.”

9. “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.”