Transformation in the ad industry – the role of education

But is the industry producing the quality of graduates it needs to be able to deliver quality integrated campaigns and to meet the demands of the industry: the requirements of innovation, creativity, and strategic thinking and above all else, the ability to deliver? Is the industry supporting real transformation, and ensuring the advertising executives of tomorrow are not only representative of the country's demographic profile, but equipped with the requisite skills?

It certainly appears that transformation in terms of numbers is a reality at the AAA School of Advertising. Five years ago less than 10 percent of the student intake comprised Black learners. Today this figure stands at 35.2 percent. In numbers, this equates to less than 40 Black learners in 1999, with this figure showing a steady increase year-on-year to 209 in 2004!

"This was made possible through concerted efforts to identify raw creative and copywriting talent at workshops, through competitions, exhibitions, visits to schools, radio talks, the distribution of a career video, and through learnership programmes," says MD & Principal of the AAA School of Advertising, Dr Ludi Koekemoer.

But Koekemoer stresses that transformation of the advertising industry is not just about setting equity targets in terms of numbers.

"It's as much about the quality of people joining the industry, about an appreciation of cultural differences, about making the advertising industry a career of choice, and about training young talent with staying power," explains Koekemoer.

Koekemoer is not disputing that the advertising industry is serious about empowerment and transformation. "At ACA Board level the issue is given serious attention; and at advertising agency level, empowerment deals and affirmative action appointments are high on the priority list. But, at grass roots level, creative directors are still looking for delivery, for young creatives that can cut it, and textbook-driven, talk and chalk education often falls short of the 'how to ability' expectation of the advertising industry."

Is fast tracking the answer? Koekemoer says that quick fix, short-term training programmes in agencies may have some merit because they are skills-focused, complimented by mentoring. On the downside, however, he says that although there are many commendable longer-term in-agency training courses with good results, too often students are insufficiently trained, and not employed by the agency at the end of the day.

"One has to understand that taking on young talent requires a commitment – both financially and intellectually. Investments have to be made in desk space, equipment, and time (to mentor and supervise them) and all of this at the risk that the investment may not show a ROI... unless of course they are retained and rewarded," says Koekemoer.

In an effort to overcome some of these problems, the advertising industry is standing behind the AAA School of Advertising's Learnership Programmes. Through the Learnerships, students can study and go on to become Copywriters, Art Directors, Graphic Designers, Account Executives, Media Planners and Brand Managers / Stratplanners.

The school's Learnership Programmes focus on advertising as a career (particularly to young Black talent), and in turn recruit, select and train successful applicants for three years. Students registered on the MAPPP Seta-accredited Learnership Programmes, receive funds from the SDF (Skills Development Fund) to help pay for their tuition.

What makes these programmes unique is the fact that once the students graduate from the School, they move into the industry and are placed at companies for a full year internship. This workplace skills year is crucial in preparing these learners for employment. To assist employers in paying these salaries, the SDF (again via MAPPP Seta) pays these companies an annual sum of money, this year R20 000. This is truly a win-win situation for the industry and the new recruits.

To date, 24 learners have graduated from the AAA Learnership Programmes and in 2004, a total of 120 learners will be registered, 90 percent of whom are Black students. And while Koekemoer believes that these numbers are looking good and will certainly help the advertising industry to achieve its transformation targets, he says that the industry, with its approximately 4000 people, requires more young Black talent than the AAA School alone can deliver.

At a more senior level, there is also a need for advertising agency executives of all races to be trained in business management, particularly in for example finance, labour issues, marketing, project management, and brand custodianship. As a newly appointed creative director recently said to me: "In my first board meeting we discussed budgets, profitability, a take over and a possible move to new premises – I was totally lost!" To support this need, the AAA School of Advertising is currently investigating the viability of an executive MBA in Advertising Agency Management.

"The onus of meaningful transformation falls on the advertising industry's shoulders. It needs to expose new recruits to a career path, and to nurture, grow, develop and retain them. This is the only way they can meet the requirements of innovation, creativity, strategic thinking, accountability and real delivery," concludes Koekemoer.