Leo Burnett Sydney and client Diageo have partnered to create a paid marketing and advertising internship for university students and recent graduates.
The program, dubbed The Nest, will see four interns complete a 12 week paid placement with their time to be divided evenly between the brand marketing, planning or innovation teams at Diageo and account management at Leo Burnett.
A major aim of the new program is to foster respect between marketers and their advertising colleagues, Pete Bosilkovski, client services director Leo Burnetty Sydney, told B&T.
“If interns walk away with one thing I'd like it to be this. Respecting one another's art is critical,” Bosilkovski said.
“It's something Matt (Diageo Australia Marketing & Innovation Director) and I are highly passionate about and try to instil in our partnership culture.”
“We value the partnerships we have with our agencies and The Nest is a powerful way to build the next generation of marketing professionals to work seamlessly between client and agency,” Matt Bruhn, Diageo Australia marketing and innovation director, said in a release.
The joint initiative was also borne from the insight that the majority of marcomms grads have trouble deciding if they want to pursue a career in advertising or as a marketing executive.
“So we wanted to take the ambiguity out of the equation and give students an opportunity to taste both worlds – advertising and marketing,” Bosilkovski added.
Applications for the program are open now to those who are in their final year of study and to recent advertising, marketing, design, business and communications graduates.
Four interns will be selected from a shortlist of 20 with The Nest to run twice per year.
When asked why Diageo and Leo Burnett decided to launch The Nest now, Bosilkovski said “because there isn't a program out there like it”.
“The state of internships in this country is average to ok. Internship programs lacks innovation and prestige,” he added.
Bosilkovski comments come after a B&T report found more than 40% of interns in the marketing, advertising, media and PR industries felt they had been exploited.
“When I did my internship 12 years or so ago with the AFA, the intern program had massive credibility and prestige. It was account management focused and it gave birth to great industry figureheads such as Matthew Melhuish (BMF Founder), Mike Connaghan (CEO STW), Matt McGrath (CBO Network Ten), Leo Premutico (Founder Johannes Leonardo).
“This said, I don't think the program has changed much these days. If you look at today's landscape the industry has changed dramatically.
“Greater emphasis is placed on creativity, and client relationships. The two must be a match made in heaven if world class ideas are to be embraced and respected, which is why we're experimenting with this program. If we can raise the new generation advertising executive and marketer, the industry will be better for it.”