Advertising training course planned amid need for young talent
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Ten leading advertising executives will put together an intensive training programme to meet the increasing demand for young talent in the industry, particularly in the social-media era.
The Advertising Association of Thailand (ATT) supports, develops and funds this project called “10 Degree”, which will run from November to April.
The 10 coaches are either managing directors or chief executives of Leo Burnett, Ogilvy & Mather, Dentsu, Y&R, Creative Juice Bangkok, JWT, McCann Worldgroup, DraftFCB, Lowe or TBWA.
Phawit Chitrakorn, director of academic and talent development at the AAT and managing director of Ogilvy & Mather, said yesterday that the association hoped this course would provide the best insight and full-valued experiences to mass communication and journalism or communication-arts students during their third and fourth years.
Under the theme of “Advertising Transformation in the Social Era”, the lessons will cover big ideas, storytelling, social branding, content creation, co-creation, mass conversation, idea platforms, customer journeys, branded content and engagement.
On-usa Lamliengpol, president of AAT and chairwoman of Leo Burnett Group Thailand, said that during the transformation to digital media, the industry required new employees who were well equipped and ready to work in the new communication sphere shaped by social networks.
Phawit said that in the market where customers direct their attention to multimedia and multi-platform channels, advertisers needed to create, develop and execute their promotional pieces with more creativity, talk-ability and engagement.
Customers are not a passive audience any more. They can generate their own content via social media, and this can be either positive or negative for a brand.
The workshops will also provide key knowledge and practice sessions for participants.
Applications are open until the end of next month for 30 slots. Applicants must submit a completely filled-out form and their own 30-minute video presentation.
