First candidates complete Herbuoys' media training programme

Derived from the Sotho word for "plowing the field", Masimong was launched by HerdBuoys in May 2002 as an initiative aimed at increasing the number of skilled media employees in the advertising industry.

Comments Masimong Course Co-ordinator and Universal McCann Media Director, Sue Rooney, "The shortage of qualified media candidates has been a problem plaguing our industry for a long time. Candidates from previously disadvantaged backgrounds are almost non-existent and Masimong was launched in an attempt to address this shortage."

The four candidates in 2002 were selected from no less than three thousand applicants who needed only a Matric qualification and an interest in media as their entrance requirements. Applicants were required to complete a specially formulated media-based psychometric test to ascertain their suitability and potential in the field.

Says Rooney, "Obviously it would have been wonderful to be able to train far more applicants, but having the students working under mentors in our media department for three months meant we really could only accommodate four. It is encouraging that there are so many enthusiastic potential candidates, however, and we will obviously encounter more of them in future programmes."

The full-time course involves the complete submersion of the students in the media activities of Universal McCann under the mentorship of individual media planners.

They are exposed to all aspects of media buying and planning and receive hands-on experience working on actual accounts. To ensure an all-round advertising experience, candidates are exposed to various other agency departments and educated on the functioning of each.

The programme culminates in each student receiving an actual media brief on an existing HerdBuoys McCann-Erickson client which they develop with a planner and finally present to the board. Comments Rooney, "The work presented was phenomenal and really demonstrated how effective practical media training can be."

Successful 2002 Masimong graduate, Tumi Molotsi enthused, "It was a fantastic experience and I thoroughly enjoyed every aspect. We gained valuable insights and practical experience on the important day-to-day functioning of a media department which no theoretical course can really provide you with. I am looking forward to my career as a media planner."

Ends Rooney, "Whilst the Masimong programme cannot guarantee employment for its graduates, it certainly provides them with the essential practical skills required for the job and puts them one step ahead of those students with no agency experience. I have no doubt that all trainees will go on to enjoy successful careers in advertising."