CAREERS MEDIA: Training to take on major prominence at BBDO Asia-Pacific

With a new regional managing director at its helm, BBDO Asia-Pacific is gunning for the top by "building up the highest calibre of professionals in line with revenue growth". Mr Peter Wilken, previously head of Leo Burnett Malaysia and now charged with leading the region for BBDO, said the intention was to "build sensibly - in line with revenue, not ahead of it". The agency had launched a bold initiative in 1998 with the creation of 'The Hub' as a boutique of top-flight professionals brought in primarily on a project and needs basis, only to shut it down a year later. Now, Mr Wilken said, expansion is back on the cards, but resources will be invested in key strategic partnerships determined by the needs of its client base. "The network will be sensibly expanded and built around client needs, rather than simply for the sake of putting dots on maps," he told MEDIA. "In other words, (expansion) will be needs versus opportunity-driven ... We need to be sure we are fighting at the right weight." BBDO will focus on strengthening its capabilities in key hubs such as Singapore, which is headed by Mr Arto Hampartsoumian. But before any grand plans are put into motion, the network intends to concentrate on training its staff. "Training, especially in North Asia, is absolutely key," said Mr Wilken. "As an industry, we pay lip service to training, and then wonder why management consultants earn three to four times what we do - but look at what they invest in training as a proportion to their revenue. "It's at least 10 to 12 times more than what (the advertising industry) does." The end result is this: with other industries, such as management consultancy, offering better training and higher pay, the ad industry is seeing the already shallow talent pool evaporating at a rate of knots. "We are at severe risk of losing our attractiveness as a career prospect - what happened with the dotcoms was a rude wake-up call," Mr Wilken said. "Savvy young people in Asia have much more alluring career options than advertising to consider." The region's first 'BBDO University' started in Bangkok, and focused primarily on brand management. The curriculum is modularised, with case studies brought in and presented by the network's key people from around the world. The schedule of programmes will cover everything from basic communication strategies upwards. "(Starting from the basics) is absolutely fundamental to success in our business; these are areas which too many agencies usually sweep under the carpet," said Mr Wilken. It will be left to each of BBDO's country heads to tailor individual programmes for their staff, with two regional training events scheduled to take place annually. "A significant proportion of our revenue will be ploughed back into improving our skill and knowledge bases," he said. BBDO's credo is simple: "The work, the work, the work", and Mr Wilken said that with this in place, there was "no need to do any more visioning". "Now we need to focus on how we can deliver that promise. (Former regional head) Chris Jaques had excellent taste in creatives - we now have terrific, high profile creative talent of world class in place," he said. "... It is easy for vision statements to be meaningless mush. If, under my remit, we become the best executors of the BBDO credo, that's great ... "The proof will be in the eating; everyone spouts words, but the rallying cry for BBDO will have to be 'deeds, not words'."

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