Taking place next week during Spikes Asia, the programme offers participants access to exclusive in-class presentations from industry leaders, along with relevant seminars from the main Festival programme and exhibitions of the region’s most innovative and creative work.
The agency sponsors the event because it takes the issue of talent very seriously, Dick van Motman, CEO of Dentsu Aegis Network Southeast Asia, told Campaign Asia-Pacific.
“We are in the business of innovating the way brands are built and in an environment where all is subject to change," he said. "As the first Asia-born global communications agency, we feel we have a responsibility to give back to the industry, get involved and align ourselves with young marketers as well."
Van Motman added that the commitment to the Young Marketers Academy extends beyond just Spikes Asia, with the agency having also sponsored the programme during Cannes Lions for the past two years—a platform for both industry and young talent to learn from each other.
“Young marketers are so exposed to change and new ways of doing things," he said. "It’s the only way they know, and there is definitely a level of hunger in the up-and-coming generation to do more. We hope the programme will offer them insights into how to steer change in an organisation. It’s one thing to one to do things differently and innovate, but another to actually steer through such change, especially in large companies."
In addition, van Motman pointed out that the learning process is also a two-way street, with young talent bringing in “fresh perspectives” which then amalgamates with existing practises to bring about change to both client and agency side.
Asked what key learning he hopes participants will take away from the programme, van Motman cited the concept of “the balance between change and no change.”
“The thing is, is that what we do, which is building brands that are relevant, hasn’t changed in the last two decades," he said. "But how we do it, the way we build it, has gone through dramatic shifts thanks to technology and media convergence, changing consumption habits and the rise of the informed consumer who drives the agenda as much as the brand does.”
The industry has had much confusion over “what we do versus how we do it”, and there needs to be balance, he said.
“Today, the fundamentals of marketing are more important than ever before, such as who you are and what you stand for as a brand. And being very clear on this, with the right empowerment, will enable a quicker response in an ever changing world.”
This year, the programme will comprise a daily schedule of workshops featuring sessions conducted by Facebook, Mondelez, Heineken and Coca-Cola, along with sessions from representatives in the media and advertising world.
Representative from Dentsu Aegis Network taking part include Sven Huberts, managing director of Isobar APAC, and Yasuharu Sasaki, executive creative director at Dentsu.
The Young Marketers Academy is still open to young marketers wishing to develop their skills during Spikes Asia, for more information, click here.