As our member agencies work to source, develop and retain the industry's top talent, the 4A's continues to provide its community with multiple touch-points to engage and source desirable candidates across the talent pipeline, as well as offer thought leadership sessions to share key insights and best practices for leveraging multiple perspectives and cultural competencies. Creating a Pipeline of Talent at the High School LevelThe High School for Innovation in Advertising and Media
(IAM-HS), established in 2008, has continued to align itself with the needs of its industry partners, while preparing students for post-secondary education and to increase the profile of candidates, who apply for the Multicultural Advertising Intern Program (MAIP).
In spring 2013, IAM Advertising, an in-school advertising agency staffed entirely by students at IAM-HS, delivered a social awareness campaign to promote the PBS documentary, 180 Days: A Year Inside An American High School
was activated in March during the SXSW Festival
in Austin, Texas. The campaign not only met its goal, but exceeded all expectations when 180schooldays.org
received 1.5 million impressions before the premiere of the documentary.
IAM-HS celebrated its second graduating class in June 2013 with a ceremony at the Brooklyn Museum, featuring a keynote address from Steve Stoute, founder and CEO of Translation. Of the 52 graduates, 60% received a New York State Industry Certified Diploma and to pursue our industry as a viable career option in their post-secondary education.
Strengthening the industry's talent pipeline at the high school level, the 4A's partnered with CUNY and the New York City Department of Education to establish a new early college and career high school scheduled to open in Manhattan, fall 2014. This new partnership is an expansion of IAM-HS. Completely free of charge, students will be given an opportunity to earn an industry certified high school diploma, an Associate's Degree and gain industry experience over the course of six years. Sourcing, Developing and Retaining Multicultural Talent
Celebrating its 40th anniversary in 2013, the Multicultural Advertising Intern Program (MAIP)
maintained its mission of attracting and preparing diverse college students to work in the advertising industry. In 2013, 114 highly qualified undergraduate and graduate students were selected from colleges and universities nationwide for 10-week paid internships at 70 agencies in 15 U.S. cities. Partnering with our member agencies and Northwestern University, the interns received over 400 hours of industry experience, including specialized seminars in New York City, Chicago, Boston and San Francisco and an online lecture series.
To recognize the impact our community has had on the program and to honor the 2013 MAIP interns, the 4A's hosted the third annual Face of Talent
in August. More than 340 advertising professionals attended the full-day event, featuring Rosemarie Ryan, Co-Founder and Co-CEO, Co:Collective; Daisy Exposito, Chairman and CEO, d exposito & Partners; Marc S. Strachan, VP, Multicultural Marketing, Diageo-NA and 1981 MAIP Alumnus; Rob Norman, Chief Digital Officer, GroupM Global and Tim Love, former CEO of Omnicom's Asian Pacific, Middle East & Africa (APIMA) Operations. Since their completion of MAIP, 90 percent of ready-to-hire graduates have accepted positions within the industry.
Under the new leadership of 2007 Alumna Christena Pyle, the MAIP Alumni Association launched "40 Days of MAIP," which introduced new initiatives to celebrate MAIP's 40th anniversary that were designed to become staples in the MAIP alumni community. Community Investment for Future Talent: The 4A's Foundation
Launched in 1997 as part of Operation Success
, the 4A's Foundation has administered over $2 million in scholarships to multicultural college students on behalf of member agencies that seek to build a pipeline of talent. Since its inception, over 350 advertising professionals have benefited from the Foundation's resources and it continues to attract top agencies from around the country who are reinvesting in the Foundation.
In 2013, the Foundation supported a variety of initiatives to attract young talent to the field of advertising including:
Reinforcing the Importance of Strategic and Innovative Talent Solutions
- The Operation Jumpstart Scholarship Fund (OJS), which provides scholarships to 10 students from industry-recognized portfolio schools. Operation Jumpstart Scholarships are funded by donations from 4A's member agencies that are matched by revenue from the 4A's annual O'Toole Awards, the toughest industry competition where overall creative excellence is lauded.
- The Bill Bernbach Diversity Scholarship Fund, established in 1998 by DDB Worldwide, provides financial assistance to creatively talented minority students seeking an education in copywriting and art direction. Three scholarships were awarded to second-year students attending 4A's participating portfolio schools. At the end of 2013, DDB Worldwide reinvested in the scholarship by donating $20,000 to support future scholars.
- The Generation Next Fund, which helps New York City high school and college students discover career opportunities in advertising. Generation Next supported and partnered with The Master's in Branding + Integrated Communications (BIC), Prep for Prep, The Mayor's Fund, MAIP, Sponsorship Education Opportunity (SEO) and The High School for Innovation in Advertising (IAM-HS) in 2013.
- The ANA Multicultural Excellence Scholarship, which awarded two 2013 MAIP alumni with scholarships.
- The Collective Media Fund, which was established in 2013 to provide financial support to students from accredited colleges pursuing careers in media through contributions from the newly created 4A's O'Toole Awards for Media Excellence. Through the funds donated by Collective, a data-driven advertising solutions provider and additional winning agencies, aspiring media professionals will received financial and scholastic support.
With the increasingly important conversations revolving around talent within our industry, the 4A's established the Chief Talent Officer Council to serve as a collective thought leadership and best-practice authority for the advertising and media agency community. Chaired by Marie-Claire Barker, Chief Talent Officer, Ogilvy Worldwide and Laura Agostini, Chief Talent Officer, Worldwide, JWT, the council's strategic vision will guide how our industry should position itself in order to attract and retain top talent. Through identifying the most critical concerns, the council will devise reasonable standards and strategies to address these issues in a unified voice. Elevating the Dialogue: The Competitive Edge Series
Going into its fourth year, the Competitive Edge Series
continued its mission to provide executive thought leadership for the advertising and media community at two prominent, industry-supported events: 4A's Transformation conference and Advertising Week NY.
At Transformation 2013, the 4A's Competitive Edge
reprised its well-received 2012 Advertising Week NY panel, The Real Live Scandal
, featuring Judy Smith, the inspiration for the character Olivia Pope in ABC's blockbuster hit series, Scandal
. Joined by Lisa Torres, President, ZenithOptimedia, and Sallie Mars, SVP, Chief Diversity Officer, McCann Worldgroup, these leading executives continued their dialogue about the role of changing demographics, how this impacted the decision to feature a powerful, female protagonist on prime-time television, and its subsequent impact on media sales, planning and buying.
During the 2013 Advertising Week in New York, the Competitive Edge
featured three thought leadership sessions, offering effective business practices to drive engagement through key insights, creative revenue streams, and by leveraging strategic partnerships.
The first session, Rising Stars: Engaging the Next Generation
, brought together Andrew Benett, Global President, Havas Worldwide and Global Chief Strategy Officer, Havas Creative Group; Bill Koenigsberg, President and CEO, Horizon Media; and a roundtable of the industry's rising stars to discuss the growing prominence of the Millennial generation and how our community can provide an ecosystem to retain rising, top talent.
Shifting the conversation, the 4A's, in partnership with Professional Partnering Solutions (PPS), led a supplier-diversity best practice session, Driving New Business, Ideas and Growth through Supplier Diversity
. With thought leadership from Marianne Malina, President, GSD&M; Brian Quirke, CFO, N.A., DDB Worldwide; Ruben Dario Taborda, Chief Procurement Officer, Johnson & Johnson; Javier Jimenez, Executive Producer, Motion Theory and Charles Barkley, NBA Hall of Famer and Co-Founder, KIN TV. Anita Laney, President, PPS, facilitated a discussion on innovative strategies geared to initiate and leverage partnerships with diverse suppliers to increase revenue and growth.
In the final session, Women, Power, and Influence
, Jennifer Siebel Newsom, Writer/Director/Executive Producer of Miss Representation
, and Maureen Sullivan, SVP, General Manager, Women's Content and Lifestyle Brands, AOL, shared key insights from the films, Miss Representation
, and Makers: Women Who Make America