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Media Agencies Have ‘Perception Problem' With Young Staffers - Broadcasting & Cable

Media Agencies Have ‘Perception Problem' With Young Staffers

‘Rising stars' at 4A's panel say that industry should foster development with young talent
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A number of young media agency staffers believe the industry
has a perception problem when it comes to them, according
to Ad Age.

A panel of seven "rising media stars" participated on the
final panel at the 4A's Transformation conference in New Orleans, who continued
to say that the agencies need to foster, not hinder, talent development among
young agency staff, the report said.

Jennifer Hoffman, a senior digital associate at WPP's MEC,
said that "we want to try different things. The only way to do that is if you
let us,"  the story said. Her suggestion was to have agencies rotate staffers among roles
and departments to teach and allow growth, the report said.

Lauren Johnson, associate director at Publicis Groupe's
MediaVest, added that agencies should also be training those staffers to pay
attention outside of the media industry and to Wall Street, according to the story.

But the millennial staffers know that there is an aspect of
the industry with which they have an edge: technology.

"Nobody understands that there's a whole other section of
media," said Trevor Guthrie, director of OMD's Ignition Factory East, in the report.
"We're at the epicenter of digital and technology and we manage
investments for clients. We're doing hackathons and start-up incubators."

The panel agreed that the younger media agency staffers have
an insight into the industry that benefits the clients with their fresher
perspective, acording to the article.

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