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Published byNigel Geoffrey Bradley Modified over 9 years ago
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Education for a new communications paradigm EACA Forum, 27 th 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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Source : Mediaedge:cia Average hours per week media consumption EU Print Internet Analogue TV Digital TV Analogue radio Digital radio Cinema Outdoor Wireless Games 0 10 20 30 40 50 60 70 80 90 100 1900192019401960198020002020 A mostly digital media landscape
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The consumer’s media choices
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Enabling Digital Platforms Consumers are ever more empowered Increased Ability to Access & Sift Abundance of Info. Increased Ability to Interconnect & Congregate Increased Ability to Gain On-demand Satisfaction Increased Ability to Customize Consumption Increased Ability to Publish Self-expression Search Engines / Portals / Aggregators Email / RSS / Mobile Alerts Ad blockers, filters & skippers Email / IM / SMS / MMS Blogs / Web spaces Photo Galleries Email / IM / Mobile Chatrooms / Forums / Discussion Boards Virtual Communities / Social Networks Always on, 24/7 Instant response Access to the long tail PersonalizationPreference Setting
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Purchase pathways increasingly complex Search Phase [control] Portals (Yahoo!, MSN) Price comparison (Kelkoo, Ciao) Discussion boards Search engines (Google, Ask.com) Review sites/blogs [‘Expert’ opinions] Retailer websites Customer reviews on retailer sites Brand websites Review sites/blogs [‘Expert’ opinions] Search engines (Google, Ask.com) Search engines (Google, Ask.com) Search engines (Google, Ask.com) Search engines (Google, Ask.com) Review sites/blogs [‘Expert’ opinions] Review sites/blogs [‘Expert’ opinions] Discussion boards Retailer websites Customer reviews on retailer sites Brand websites Review sites/blogs [‘Expert’ opinions] Discussion boards Customer reviews on retailer sites Portals (Yahoo!, MSN) Reassurance Search engines (Google, Ask.com) Search engines (Google, Ask.com) Reviewing/ revising/ confirming product choice Comparing prices/deals Identification of product/service Completing purchase DeliveryPost-purchase evaluation Comparing retailers/ suppliers Peak fear period Source: Online barriers to purchasing (MEC)
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Sceptical consumers
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1990 So communications is evolving USPs Same ATL and BTL - still advertising- focused Central idea Channel selection based on merit Communications platform Channel mix to facilitate interaction and engagement Advertising-led 1995 Through-the-line 2000 Media-neutral 2006 Active Engagement
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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 KnowTrialOccasionalMost Often Positive Negative Behaviour Attitude
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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!
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