RESEARCH HAS SHOWN THAT THE MARKETING COMMUNICATIONS MARKET IN SERBIA IS MORE AND MORE CLOSED OFF WHEN IT COMES TO SHARING KNOWLEDGE. YOUNG PEOPLE CLAIM THAT WHEN COLLEAGUES DO SHARE KNOWLEDGE WITH THEM AT AGENCIES, THEY KEEP IT BRIEF AND DO IT SELECTIVELY. WHY IS THERE A TREND OF BEING “HERMETICALLY CLOSED”?
These is interesting information and at the same time warning signs for all of us in the profession, as educating juniors is one of the most important tasks of every senior. We know from experience that we often forget about it because we are pressured by deadlines, financial obligations, unplanned requests. But what I can say to young colleagues is that they should stop being ashamed, that there are no stupid questions, and that it is normal that they do not have enough knowledge at the beginning of their careers. Ask, listen, and only then will you be able to broaden your horizons. Forget the attitude that you will be less valued if you don’t know something.
What sets our market apart from others is the large number of talented people and acquired resourcefulness, and we have acquired this knowledge with or without professional educators. Now everything is available on the Internet, so we educate ourselves through tutorials, videos, through websites.
There is another segment that leads to being “hermetically closed” – a crisis in marketing a few years ago was first visible in the domain of education. Many quality professionals have retired and started some other jobs, leaving us a hole in that segment.
TO WHAT EXTENT IS THE CONTINUOUS EDUCATION OF SENIORS AT AGENCIES IMPORTANT AS MUCH AS THE EDUCATION OF YOUNG TALENTS?
It is equally important, if not more important, because it is the seniors who need to pass on their knowledge. I think it’s more important because they add to their knowledge and combine it through practice, while juniors go the other way round – they need to turn theory learned in school into practice and broaden their horizons a lot.
Also, and I have to say BUT here, as always. With the exception of major foreign conferences and some interesting presenters at the events organized by Marketing Network, it’s been some time since I was drawn by some good lecturer who would give some new knowledge, explain some new tools… I don’t think anyone deals with this fundamental issue.
TAKING INTO ACCOUNT THE EDUCATIONAL SYSTEM IN SERBIA, TO WHAT EXTENT ARE YOUNG PEOPLEREALLY READY TO WORK IN THEIR PROFESSION AFTER THEY GRADUATE?
Faculties cannot create a ready-made “worker” or an expert ready to work independently. Practice is even more important, and in our profession additional education, new knowledge, etc. The more practical education the better, and that is why our system is still not good, because it all comes down to theory and learning “by heart”, and very little comes down to practice. I believe that young people now also gain a lot of their experience through the Internet, so that they more easily get information and, if they want, knowledge. In the 1980s and 1990s, for example, there wasn’t any formal education for any of the professions in communications and marketing, and yet some creative and capable people did great things.
WHAT ARE THE KNOWLEDGE AND SKILLS THAT ARE NEEDED NOWADAYS FOR COLLEAGUES WHO WANT TO WORK IN AGENCIES?
They need to be literate, well read, have a broad but thorough general education. It’s important for creatives to have an imagination and a good eye. I can list these things for each profession individually. What is common for all is curiosity and hard work. Everything else can be learned.