Despite increased fragmentation, complexity, and scale we are largely still a process driven industry, whose ways of working have remained almost static for 30+ years. Dependence on archaic ways of working is at the heart of our industry’s biggest challenge. The flow on effect has become a perennial industry challenge: attracting and retaining talent.
While Robotic Process Automation (RPA) and Generative and Specialised AI is helping businesses radically re-invent operation structures, improve workflow efficiencies, output quality, and accuracy and evolve future career opportunities, a significant transformation is quietly taking place at the entry-level position. Starter-role requirements are quickly being re-defined as technology and global resource realignment strategies absorb many low value, high frequency responsibilities.
Despite some thinking the menial tasks an entry-level person completes daily are of lower commercial value, they are still critically important. Understanding industry basics, learning the importance of attention to detail, understanding the commercial impact when you get something wrong, and the value of taking responsibility, prepare people for future more senior obligations.
As entry-level roles and their responsibilities evolve, how can the industry bridge the knowledge gap while providing real-world experience to university graduates, who are largely theory-educated, or to those who enter the workforce directly after school?
With an industry fast requiring more experience from day one of a role, how can newcomers gain the necessary skills to meet these expectations?
THE INDUSTRY’S BIGGEST CHALLENGE
To ensure future professionals are adequately prepared for the global technology and operating revolution, universities and media agencies alike must quickly evolve teaching methods, curriculums, interview procedures and agency in-house training programs.
Future entry-level candidates will need more practical experience, understanding both creative and strategic aspects of advertising. They will also need more upper funnel skills and knowledge, traditionally learned later in careers. They will need to be able to adapt to a faster, more streamlined organisational structure as integrated proprietary and market syndicated technologies become an essential skill.
THE ROLE OF UNIVERSITIES
For universities to equip students for this future, they must adapt their curriculums to meet the demands of an evolving landscape. Traditional advertising programs are no longer enough to prepare graduates for the changes brought on by both technology convergence and streamlined global workforce networks.
1. Incorporating AI and Technology into Curriculums
Universities need to incorporate teaching of automation solutions, and data analytics into their programs. Understanding how the convergence of technologies is now playing a more important role will be essential for future professionals. Courses on machine learning driven marketing strategies,
and data visualisation should be integrated into the curriculum to give students the skills needed to excel in an increasingly tech-driven industry.
2. Emphasising Interdisciplinary Learning
AI is not a standalone field; it intersects various disciplines, including marketing, communication, data and computer science. Universities should encourage interdisciplinary learning, so students can gain knowledge in the relationship between advertising and technology. For example, by creating partnerships between advertising and computer science departments, universities can prepare students for a broader range of roles.
3. Real-World Application and Industry Collaboration
The value of real-world application cannot be underestimated. Universities need to collaborate with industry partners offering students formal, longer internships and co-op opportunities that are integrated into their study program and expose them to industry technology-based platforms. These experiences will allow students to develop practical skills in a live environment and gain a better understanding of the impact of automation across the industry.
Universities could host workshops or speaker series featuring industry experts who are already working with automation in advertising. This kind of exposure will give students firsthand insight into the future of the industry, preparing them for the fast-paced changes they will encounter in their careers.
4. Data-Driven thinking and Analytics
Students will need to develop more than just basic data literacy; they must cultivate a critical mindset to use data for strategic decision-making. Effective communication of data insights is crucial, requiring proficiency in data visualisation and storytelling. Additionally, a strong understanding of data ethics and privacy concerns within the advertising and media industries is becoming essential.
5. Creative & Strategic Thinking
The curriculum should encourage conceptual innovation, pushing students to develop creative solutions for business challenges using technology and data. Students will also need to learn how to craft compelling brand narratives that resonate with target audiences and foster brand loyalty. Finally, students will need to be introduced to the process of developing and implementing comprehensive marketing plans that effectively integrate advertising investment across the communication eco-system.
Technology convergence, along with the optimisation and streamlining of global talent pools are undeniably transforming the advertising industry, especially the types of roles and skills required at entry level. As these strategies continue to advance, the need for a workforce that is skilled in strategic, creative and technical disciplines will only grow.
Universities and agencies will need to come together in partnership as both will play a crucial role in preparing students for this new landscape by modernising their curriculums, promoting interdisciplinary learning, and fostering real-world experiences.
As the advertising world continues to evolve, the education and business sectors must keep pace but also anticipate the future needs of the industry to ensure all students (both university and school leavers) are prepared for success.
Geoff Clarke, Chief Operating Officer, IPG Mediabrands Australia