Media Federation & Agencies Develop Industry-First Digital Program For New Recruits
In a combined approach to developing young talent in media, the Media Federation of Australia (MFA) and agencies across the industry have come together to develop the Digital Foundations Certification Program.
The industry-first program has been designed to fast-track the learning of new recruits and set a benchmark for digital understanding and knowledge.
Nearly 600 members from media agencies recently completed the program, ending with a rigorous two-hour exam in Sydney, Melbourne and Brisbane.
Stuart Bailey, PHD’s chief digital officer and chair of the MFA Interactive Group responsible for developing the Digital Foundations Certification Program, said the course sets baseline digital knowledge across the Australian media agency landscape.“Digital is our future, and as other forms of media continue to digitise, it’s vital that our industry has consistent, quality and up-to-date education on best practice approaches for clients,” he said.
“We are an industry where focus on the negative is often the default, and it was great to be part of a project that celebrates what we can do when we work together and focus on solutions rather than problems.”
The program’s first-round results were impressive, with two-thirds of young talent now certified. Over 77 per cent of the participants across the nation achieved the minimum 80 per cent exam result, and Brisbane lead the way with an exam average of 85 per cent with 8 per cent achieving over 95 per cent.
MF chief executive Sophie Madden said: “We’re thrilled with the results of our first exam and to see so many members of our industry upskilling in this crucial area.
“Digital is the number one growth area in our business, and ensuring that all members have a strong and consistent foundation level of digital knowledge sets our industry up for continued growth and success.”
For new talent like Brianna Wells from Media Lab, the program sets a high standard of knowledge and strong base for a budding career in the industry.
“Understanding the digital landscape is extremely important for me to be able to gain context for an entire campaign and understand how the media plan supports the digital strategy,” she said.
“The program covered different areas of the digital landscape separately so we could learn about all pillars of digital as opposed to getting a really broad overview.
“Search was an area that I had zero exposure to prior to the program commencing. I now understand the foundations for how it all works and how it directly links to the work I do as an offline trader.
Wells said the exam was very different to what she expected.
“It was not just questions that simply tested our ‘textbook knowledge’. It also made us apply the concepts we had learnt to actual media scenarios,” she said.
“Often two out of four answers were technically correct. However, we had to use both our knowledge gained throughout the course and work experience to determine the answer that would achieve the best outcome.”
Ricky Chanana from Maxus Communications facilitated a number of the training modules, seeing first-hand the benefit of investing in talent early in their careers.
“One of the highlights of the MFA Digital Foundations has been the cross-pollination effort between all the agency digital heads to build the course ground up,” he said.
“This had been the single biggest USP for this program as the whole industry came together to fulfil the necessary skill gap.
“This also means we had been able to run various sessions with multiple senior leads within our industry and share real life experiences which has helped the younger guys.”
“The aim for MFA Digital Foundations courses is to escalate the digital learning curve for everyone who is coming into the industry.
“The biggest advantage of this is that it jumpstarts all the entry-level roles to then enrol themselves into their choice of more specialised disciplines such as programmatic, SEM, social etc.”
The program, which took 12 months to develop, has been rolled out across all MFA agencies, who have committed to making it a compulsory requirement for newcomers with less than one year’s experience and optional for those with more than one year’s experience.
It consists of several in-house training modules covering digital media essentials, including terminology, planning and trading models, and evaluation and measurement metrics.
The program is ongoing, with the second round of participants now in training and their exams to be held late 2017.
Please login with linkedin to comment
Digital Foundations Certification Program Dimetapp Peter HorganLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.