Problem. Marketing communications industry is very underdeveloped in Kazakhstan. There are no specialized Institutes providing higher or professional education in this area. Creatives, strategists, media, account people are all self-educated. There are no proven training systems in agencies to help youngsters grow professional competency fast. Young people who got into the industry are very excited in the beginning of the career. Some of them get disappointed within a year. Others do at later stage. Looking at creatives, strategists and account managers – quite often they start looking for a better life in other agencies, then it goes over and over. Account managers or strategic planners strive to be good managers although they may not know what it is in reality. Same thing happens with creatives (art-directors, designers, copywriters). That is why the professional satisfaction level in creative, account, strategic areas is very low. Recent fact: There were 0 applications for Young Lions Competitions Kazakhstan 2014 in Design, Media, PR categories. Print, Film and Cyber got very low number of applications – from 4 to 6.

 

Solution. We let people from creative industry (accounts/creatives) try their luck and become an inspired media planner. Any person connected with communications who has a possibility to think logically, make conclusions, make predictions and compare with the reality, can become a good media planner. We are not interested in current media planners since their number is very low, while their expectations and requirements go beyond common sense. We want creatives, strategic planners and accounts to become our media planners.

 

The key message: Switch to media planner position – it feels much better here.