In a rapidly changing landscape, the media, marketing, and advertising industries depend on a steady influx of fresh talent to drive innovation and adapt to new challenges. As technologies and consumer expectations evolve, nurturing young professionals becomes essential to maintaining a dynamic, competitive, and resilient industry.
Programs like NGEN—Australia’s largest learning and development initiative for early-career professionals—play a pivotal role in equipping young talent with the skills, networks, and mentorship they need to thrive and contribute meaningfully to the creative sector.
NGEN is a proud supporting partner of the Cairns Hatchlings, presented by Yahoo.
B&T caught up with Melanie Aslanidis, head of NGEN, to further understand the critical role that supporting emerging talent plays in the industry’s long-term growth. “Supporting emerging talent is essential for maintaining a steady influx of fresh perspectives that drive innovation,” she said.
Launched in 2008, NGEN serves as a vital training ground for media professionals in their first five years, offering a mix of technical skills training, networking opportunities, and community-building activities. With over 3,000 members across media communication agencies and industry suppliers, NGEN has become a cornerstone of Australia’s media landscape.
One of the key reasons emerging talent programs are so essential is the growing number of early-career professionals in the industry. Nearly half of all media, marketing, and advertising professionals have less than five years of experience. Yet, these individuals are often responsible for significant tasks like planning, buying, and selling media, as well as managing large budgets. Programs like NGEN offer comprehensive support, helping young professionals navigate these responsibilities with confidence. By investing in this demographic, the industry not only develops a skilled workforce but also builds a foundation of adaptable professionals who can lead in times of change.
“NGEN is the industry’s largest and most comprehensive learning and development program,” Aslanidis told B&T. “We cultivate essential skills, foster connections, and provide mentorship to nurture talent in their first five years”.
This emphasis on practical skills and real-world application prepares young professionals to contribute immediately to their organizations while setting them up for long-term career success.
In addition to skills development, NGEN places a strong emphasis on building a supportive community for young professionals. In an industry that can sometimes feel fast-paced and competitive, having a network of peers and mentors is invaluable. Through NGEN, participants can connect with others in similar roles, share experiences, and learn from one another. This sense of community helps to retain talent within the industry by creating a positive and supportive environment that encourages growth and collaboration.
NGEN also recognises the importance of giving back to the community. The NGEN Award, a unique component of the program, challenges participants to apply their skills to real-world issues by developing creative solutions for charity clients. By working on campaigns with social impact, young professionals can see the positive influence their work can have, both on their communities and on society at large. This focus on social responsibility resonates with many young professionals who are increasingly seeking purpose-driven careers.
Programs like NGEN are essential not only for individual career development but also for the broader sustainability of the media and advertising sectors. “Showcasing emerging talent and giving future leaders the chance to develop their skills are key to retaining talent within our industry,” Aslanidis explained.
NGEN’s support of new initiatives, like the Cairns Hatchlings program, further demonstrates its commitment to fostering talent across the Asia Pacific region. Cairns Hatchlings, held alongside the Cairns Crocodiles Festival, offers emerging professionals a unique platform to showcase their creativity in a high-stakes competition.
Open to a diverse range of participants, the program underscores the belief that creativity knows no bounds, providing a stage for talent from all backgrounds to shine. By supporting the Hatchlings, NGEN extends its mission of empowering young professionals to reach their full potential and make meaningful contributions to the industry.
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The media, marketing, and advertising industries are evolving at an unprecedented pace, and cultivating a skilled, adaptable workforce is essential for long-term success. Programs like NGEN not only equip emerging professionals with critical skills but also instil a sense of community, purpose, and confidence that carries them through their careers. By nurturing young talent today, the industry sets itself up for a sustainable future where innovation, diversity, and resilience remain at the forefront.
“With a well-supported, diverse talent pool, the industry becomes more adaptable and resilient, ensuring sustainable growth,” Aslanidis explained.
By investing in emerging talent through programs like NGEN, the media, marketing, and advertising sectors can look forward to a future where creativity and adaptability are the defining strengths.
Programs like the Cairns Hatchlings only amplify these efforts, spotlighting new talent and reinforcing the industry’s commitment to growth and excellence. In supporting emerging professionals, the industry not only secures its present but also paves the way for a brighter, more innovative future.
