STEM Education: Why It’s The Next Media & Marketing Frontier
Science, Technology, Engineering and Math (STEM) education; it’s a topic we hear the pollies debate on over again and again, but as creatives is it really something that affects our careers or professional advancement? Will Berryman, the CEO of digital solutions company Hostworks, argues STEM education is the future of media and marketing careers.
While you may not have used Pythagoras’ theorem since the eighth grade, STEM education is critical to the success of all careers, interestingly this includes the media and marketing space.
The current focus on upping STEM adoption in Australian schools is an effort to ensure our next generation has the necessary skills to compete on the global playing field.
The subjects of science, technology, engineering and maths are typically seen as pathways to fields like medicine, law, software development and mechanical engineering. But in today’s data-fuelled, technology-driven world the importance of these subjects to the creative mindset is also growing quickly.
Looking back to 20 years ago, the industries that promised prosperity and opportunity have changed. We now exist in a global marketplace where innovation and creativity thrive, and to be successful you must think outside the pre-conditioned box.
Now it takes technology, data, analytics, and insights to bring to life the fantastic, brave and bold ideas that make a campaign impactful. A quick look at the winners of this year’s Cannes Lions and you’ll know what I’m talking about.
As the marketing portfolio expands to cater to new channels, platforms, diversities and ethnicities, it is an understanding of STEM subjects that allows a brand to bring creative, imaginative ideas into the real world and make them work. The study of STEM isn’t about being a mad scientist, but about enabling yourself to make real, measurable change and do something different.
So before you snub the chance to develop yourself professionally in the areas of STEM, argue that you’ve never used anything from your maths class, or encourage your interns to drop that science class, I challenge you to consider the value of STEM education to a media and marketing career.
We should all be considering how to think differently and build on what’s possible, and an interest in STEM subjects is the key to doing so.
1. STEM is the birthplace of creativity
While many of the techniques we use to tell a story are modern and new, creativity isn’t; particularly if we look at science.
Scientists were the world’s first dreamers. Take for example Einstein; it was only through extreme imagination and creativity that he formulated the theory of relatively.
What made his ideas noteworthy was the ability to think logically about how to bring the creative idea to life and quantify its existence.
When we apply scientific thinking to a creative challenge, we hypothesize, test, prove, get feedback and change things so that we create a formula that ticks all the boxes.
Media and marketing professionals use their experience and understanding of the market to advise clients, thus successful campaigns and sound strategic advice follow this same pattern of test and succeed.
2. STEM keeps you ahead of the curve
Analytics are some of the greatest tools marketers have at their disposal. You need a comfort with maths to understand what analytics show, and to use this data to predict where trends are going.
Applying this data to the idea generation process also helps to sell ideas into a client with conviction, as there is solid reasoning for the proposal put forward.
The study of STEM isn’t about becoming a scientist or mathematician, but rather developing an understanding for the possibilities in our hands, and how to use this data to create something marvellous.
3. STEM allows you to invent the next great idea
As this dependence on and integration of technology continues, marketers must ensure they are skilled in areas like coding, platform development, and software engineering to not only know what’s possible but how to invent what is not.
Other than keeping business revenue within the company, STEM allows your team to create platforms and products that haven’t yet been created. It allows brands to stand out and tell stories in ways previously unheard. With an understanding of technology and engineering, anything is possible because you can create it.
4.STEM enables you to prove your worth
A basic comfort with STEM subjects is critical as you look to measure the value and depth of the work you create.
From audience reach to engagement, shareability, click-throughs, and purchases, numbers allow you to analyse whether a campaign has made an impact. The ability to show this is a core to good business sense and the proving the value and expertise of your team.
From sign off on a big budget, to adding head count, entering into a new platform or developing a new application, each comes down to proving worth and reasoning, which is done through a correct assessment of insights and expected ROI.
5. STEM allows you to manage your team
When we think capacity or team strengths, we don’t think STEM but we should be. An understanding of STEM subjects allows us to assess where a team’s strengths lie and hire accordingly. It also allows us to forecast, predict workloads, manage expectations and hire, ultimately creating a happier, more engaged workplace.
6. STEM makes you (even more) interesting
While many of us don’t need an education in STEM to be interesting, it does enable you to be curious and think outside the ways you’ve been taught; which arguably makes you a more interesting individual.
In the modern workplace many of us have received the same education and as a result we think the same as our peers. Studying the processes and methodologies of others (such as scientists) who’ve found great success in creativity, enables us to apply different methods to our own thinking and create ideas that challenge the status quo.
Please login with linkedin to comment
DesignworksLatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.