Ad school wanted for adoption

"The subject matter is suitable and of a high standard, but the training methodology is too theoretical. Our students struggle to hit the ground running, and many agencies cannot spend time grooming graduates to cope with a practical work environment," says Blore.

"Advertising schools should turn to the industry in a greater way to make use of their resources, as is the case in other countries with first-rate industries. An industry forum would allow agencies to feed back information about what they require from students, because on-the-job training has become a luxury In terms of time," he adds.

Open invitation to schools

According to Blore, some institutions make use of ex-students to glean information about industry developments, but what is needed is input from the real decision-makers in the industry. "If the industry is not getting the output it needs, it means the higher tiers of management should get involved. The Jupiter Drawing Room (Johannesburg) is sending out an open invitation to schools to make use of our resources and ideas."

To add value and increase employability of students, many training institutions have opted to broaden their curricula, but Blore says simplification is what is needed. "Courses should be more specialised. There should be balance in training, but different courses should have a basis in projects and tasks students will actually encounter on a day-to-day basis.

"We need to aspire to the achievements of institutions like the Miami Advertising School. Its graduates have a clear competitive edge, which is no surprise because that school is owned by a major industry player that naturally takes a keen interest in the kind of training it provides. I think integrated training of this nature is the way forward," says Blore.

Poached due to talent

South African students are frequently poached by international agencies, and Blore says this is down to a wealth of talent. "Our students perform well in overseas agencies that have the budgets to hone skills, but our agencies have an opportunity to level the playing field by becoming more involved. An investment in time and training will be to their benefit. I would like to see our industry becoming more progressive and BEE-driven. We can embrace challenges by implementing learnerships to ensure that the relationship is mutually beneficial. What agencies put in they will get out."

"Students don't realise how important their starting point is. Reputable and established agencies teach the right practical culture and a good portfolio is crucial. This is a small, highly specialised industry, so good mentorship with a large scope of work will be invaluable for that student's future prospects," he concludes.