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Sunday, 14 July 2013 | MYT 12:00 AM

Boost for ad sector

Lacking skills: Lee says that it is difficult to find well-trained graduates in the field.

Lacking skills: Lee says that it is difficult to find well-trained graduates in the field.

THREE advertising associations and an academy will be organising a three-month programme which will start on Aug 13.

The Graduate Fellowship Programme 2013 is designed to attract and empower a new generation of advertising professionals and to close the talent gap.

The Association of Accredited Advertising Agents of Malaysia, Malaysian Advertisers Association, and the Media Specialists Association will be collaborating with an academy called the 95% The Advertising Academy.

The 20 applicants selected for the programme will undergo internship; they will receive hands-on experience at a participating agency in the day while attending intensive training at the academy in the evenings.


Rewarding: Progress will be determined by one¿s own merit, says Mun.

Rewarding: Progress will be determined by one’s own merit, says Mun.


“The academy was set up because it was difficult to find well-trained graduates who are ready for the challenges of the working environment,” said its trainer and director Janet Lee.

“The academy believes in the philosophy of growth and champions the discovery of the 95% of the brain that people don’t utilise,” said Lee.

“Studies show that even the most intelligent of human beings use less than 5% of their mind’s potential,” she added.

Lee said that critical thinking skills, original ideation and the level of written and spoken English were among the factors that was most lacking among the graduates entering the industry.

The programme’s trainees will have the opportunity to learn and explore a different area within an agency every month.

They will get exposure in account management, strategic planning, and creative departments.

Dhiviah Lakshmi Arumugan, who participated in a previous programme shared that she had became more positive and confident at work.

“One important lesson I’ve learnt is that life begins outside my comfort zone,” she added.

Another previous participant Tho Wern Ming also shared his experience with a customer relationship management company.

“I was thrown into the deep end to see if I would sink or swim and the job scope expanded over time,” said Tho.

“This is a great opportunity for fresh graduates, as well as career switchers to get into some of Malaysia’s top advertising agencies and launch their careers in the field.

“Advertising may be demanding but it is also rewarding,” said 4As president Datuk Johnny Mun.

The advertising sector contributed to the GDP share of the service industry with RM2.7bil in overall monitored media advertising expenditure (Adex) in the first three months of 2013.

“More often than not, gradua- tes enter unprepared for the day-to-day challenges ahead, as a certificate alone is no longer synonymous with being industry-ready.

“This is a great industry for talented young professionals as their progress will be determined by their own merit, not seniority or paper qualifications,” Mun added.

Tags / Keywords: 95 academy , advertising , association , graduate program

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