Mentoring future idea generators
From intern to expert, everyone needs to learn the art of idea generation and how to successfully sell these ideas to clients and negotiate with suppliers, according to Muhle Hlabano, Director of MindShare. Ongoing training is not an optional extra, it's an essential business priority, he says.
A significant determinant of success is how you present yourself to your client - people buy into people first, and then into the ideas they put forward.
Hlabano emphasises that constant learning is not only up to the agency, but up to the individual. "We see training as a two-way street. We expect our people to embrace training opportunities but try not to be prescriptive, so that our employees take control of their own careers."
Interns are sourced from the AAA School of Advertising and the internship programmes of clients. Hlabano adds that it is imperative for them to be introduced into the business world through formal mentorship programmes. At the agency, every intern is assigned to a Business Head, who provides students with hands-on experience, including live briefs and interfacing with clients.
He says it is also important to have a monthly progress review with each intern, asking them what they have learned and whether they have applied their new knowledge.
From an executive training perspective, courses must be aligned with the company objectives and strategy as well as with employment equity policy. MindShare has courses on topics such as recruitment.
