Western Sydney Ad School (WSAS) is dialing up the importance of earned creative in its Winter 2020 curriculum, offering students the unique and valuable opportunity to learn how creative ideas can live outside paid media channels.
The enhanced student offering comes at a time where emerging talent face an increasingly competitive job market. By diversifying the skillset of WSAS students, alumni will leave with a competitive edge that will help land them a role in the creative industry – be that in a traditional or non-traditional creative environment.
Says Rocky Ranallo (left), head of School at Western Sydney Ad School: “People don’t consume traditional advertising like they used to – yet the majority of ad schools still teach traditional creative at their core.
“Our course is different in that we’re developing a pipeline of creatives from all walks of life with unique perspective and ideas. A big part of that will be creatives who understand not just the big TVC or digital ad, but how an idea works outside of traditional, paid media channels.”
The earned component of the course will be delivered by creative-driven PR and content agency, We Are Different. The independent agency has built a reputation for its PR-led creative offering, working with clients such as Snapchat, Bayer, Edgewell Personal Care, Miller Genuine Draft and Acast.
Says Stuart Terry (right), founder and director, We Are Different: “Today’s most successful brands understand the power of PR – that if a great idea is truly great it will earn the attention of the media, social followers and your consumer.
“In a world where a growing proportion of marketing budgets are being allocated to PR, it’s important the next generation of creative talent understand how earned ideas work and fit within the overall marketing mix.”
Says Matt Smith, head tutor, WSAS: “Rocky and I have always been keen to improve our offering to the students and are happy Stuart approached us with this idea before anyone else.”
Western Sydney Ad School’s Winter course kicks off on July 2. Students can register their interest at westernsydneyadschool.com.au